When entrepreneurs such as Lei Jun and Zhou Hongyi walked into the live broadcast room one after another and made cameo appearances as anchors, Internet celebrity entrepreneur Dong Mingzhu began to change his gameplay. A few days ago, when she was a guest in Zhang Qi's live broadcast room, she mentioned the "Gree Good Anchor" plan many times. In her opinion, Gree's products are very good, but there are no excellent anchors. She wants to carry out an anchor draft nationwide, and those who enter the top ten can participate in Dong Mingzhu's family banquet.
Regarding this move, Dong Mingzhu said that the purpose is to select the next super anchor for Gree and elect Gree's "Dong Yuhui". I have to say that Dong Mingzhu understands traffic more and more, and before Gree Dong Yuhui can shake it, the traffic will come. The question is, can Dong Yuhui be "shaken" out?
Dong Mingzhu's new way to play
As the head IP of the commercial category, Zhang Qi's new commercial live broadcast room currently has more than 6 million followers, and he claims to have 18 years of training and consulting experience in private enterprises. She and Dong Mingzhu met in February 2023. At that time, as one of the top ten brand women in China, Zhang Qi was invited to visit the headquarters of Gree. Subsequently, the two corresponded closely. Zhang Qi even opened a column on his Douyin account "Those things about me and Dong Mingzhu".
A few days ago, Dong Mingzhu walked into the new commercial live broadcast room and had an in-depth discussion with Zhang Qi for an hour around the "Gree Good Anchor" PK competition. During the period, Dong Mingzhu bluntly said, "Gree's products are good, but there are no excellent anchors." She revealed that she plans to launch an anchor draft plan nationwide, aiming to discover and cultivate Gree's next super anchor star and select Gree's "Dong Yuhui".
In Dong Mingzhu's view, Gree products are impeccable, but at a time when live streaming is becoming a trend, more excellent anchors are needed to tell the stories behind Gree products. In particular, it is worth mentioning that the top 10 contestants of "Gree Good Anchor" will have the opportunity to share a family banquet with Dong Mingzhu and enjoy the special hospitality of Dong Mingzhu as the chef.
In addition to chatting about the draft, Dong Mingzhu also expressed his views on entrepreneurs' involvement in live broadcasts as Internet celebrities. She believes that "I stand in front of the stage to shorten the distance between consumers and businesses, and ensure that users can quickly find solutions when they encounter problems." For the more controversial rose air conditioner in the outside world, Dong Mingzhu firmly believes, "Gree Innovation launched the first rose air conditioner, even if there are different voices from the outside world, it is still a unique masterpiece, because no second brand can do it, which is where the power of innovation lies." ”
Can you shake to the next Dong Yuhui?
Regarding the purpose of this draft, Dong Mingzhu made it clear that there is a lack of a super anchor in Gree's live broadcast room, and he wants to find Gree's "Dong Yuhui". At present, the Gree live broadcast room really needs a Dong Yuhui-level anchor with goods.
In the group of entrepreneurs doing live broadcasts, Dong Mingzhu is undoubtedly one of the earliest people. As early as 2020, she laid out new retail and started live streaming. In that year, Dong Mingzhu did 13 live broadcasts in a row, bringing 47.6 billion yuan. However, as Gree's No. 1 position, it is impossible for Dong Mingzhu to focus all his energy on live broadcasting.
In 2021, through the program "We Are New to the Workplace", Dong Mingzhu fell in love with Meng Yutong and said that he would cultivate him as the "second Dong Mingzhu". However, Meng Yutong's performance in the live broadcast room, the total number of viewers of the debut exceeded 113,000, and the sales of a single show were about 620,000.
However, in May 2023, Meng Yutong resigned from Gree. At present, although the Gree live broadcast room is still continuing, the attention has decreased significantly, except for the popularity of Dong Mingzhu's IP, there are basically no anchors who are too out of the circle. In this context, "Dong Yuhui who selected Gree" represents Dong Mingzhu's desire for a super delivery anchor, and also shows the current traffic anxiety in Gree's live broadcast room.
There is no doubt that super anchors can help Gree's live broadcast room achieve breakthrough growth. But it seems that it is not easy to shake a phenomenal anchor like Dong Yuhui. Although Dong Yuhui is a phenomenal super anchor, he has changed from a teacher in New Oriental to an anchor with goods, and became famous all over the world in one fell swoop.
In 2015, after graduating from Xi'an University of Foreign Chinese, Dong Yuhui went to work at New Oriental in Xi'an. Four years later, he joined New Oriental Online and became the youngest person in charge of the English discipline in the third year of high school, known as "Zhongguancun Jay Chou". In 2021, part of New Oriental's business will transform into live broadcasts, and Dong Yuhui will become one of the anchors.
In this way, Dong Yuhui started his journey from an English teacher to live broadcasting. However, with exquisite copywriting, Dong Yuhui's live broadcast room poured into a large number of netizens. English teacher Dong Yuhui became famous overnight. Regarding Dong Yuhui's success, Toutiaojun believes that his copywriting attracts the audience and stimulates their interest in the product. It can be said that his wealth of knowledge and talent, the integration of literary elements into business, has made him what he is today.
On the way to Dong Yuhui's fame, there is another person who is very important, that is, Yu Minhong, the head of New Oriental. His relationship with Dong Yuhui, who is also a teacher and friend, has provided strong support for Dong Yuhui's fame.
Based on Dong Yuhui's success, it may not be easy to judge whether Gree can shake his own "Dong Yuhui", and the answer may not be easy.