After Dong Yuhui left, Dongfang Selection stopped pretending and shouted 321 on the link

E-commerce newspaper Pro

2024-05-31 10:30Posted on the official account of Guangdong E-commerce News

The style of the live broadcast has changed greatly, and Yu Minhong was slapped in the face

Without Dong Yuhui's Oriental Selection, some changes are quietly taking place, and this change slapped Yu Minhong in the face.

Recently, the live broadcast style in the live broadcast room of Dongfang Selection Beautiful Life has caused controversy. In the live broadcast, the anchor paused and sold, and skillfully shouted the words of the link on 321, and the anchor yoyo also made a gesture of 321 countdown.

Source: Weibo netizens

You must know that Yu Minhong once publicly stated that he does not like the way of selling directly in the live broadcast room, but wants to explain with a peaceful mind and be able to disseminate knowledge. Between the lines, Yu Minhong's disdain for hawking live streaming is revealed.

Now, the selling style in Dongfang Selection's beautiful live broadcast room obviously deviates from Yu Minhong's original intention, and it is also inconsistent with Dongfang Selection's knowledge-based live broadcast style.

Such a change in the style of live broadcast has also been criticized by many netizens. Some netizens said that this is the true face of Dongfang Selection, and now it is finally no longer pretending.

Source: Douyin

Some netizens also explained that the previous kind of knowledge-based live broadcast was Dong Yuhui's personal style, and it was not selected by Dongfang. After Dong Yuhui left, this style could not be replicated, so the live broadcast of Dongfang Selection began to let go of itself and return to the ontology.

Such speculation is not unreasonable, after all, Dongfang Selection was out of the circle at the beginning because Dong Yuhui introduced the steak in English in the live broadcast room.

Subsequently, Dong Yuhui attracted a large number of fans through humorous expressions with his idioms and allusions during the live broadcast, and the fans also had their own name "mother-in-law", which shows the fans' love and trust for Dong Yuhui.

Source: Douyin

This unique style made Dong Yuhui popular, and it also took Dongfang Selection to fly, and it only took 1 month to increase the number of fans of Dongfang Selection on the Douyin platform from 1 million to 20 million. Dongfang Selection saw the benefits of this live broadcast method, and then began to follow this knowledge + live broadcast style of bringing goods.

Most of the live broadcasts under Oriental Selection are transformed from the original team of teachers of New Oriental, and they generally have relatively high academic quality.

This is actually the advantage of Dongfang Selection, after all, after getting tired of the cookie-cutter 321 links and other words and noisy live broadcast rooms. This kind of quiet, knowledge-based live streaming will bring consumers a sense of novelty and differentiation in an experience, which is very attractive.

It's just that now Dongfang Selection's live broadcast style has also fallen into clichés. To a certain extent, it has abandoned the style of knowledge-based live broadcast and slowly approached the style of selling live broadcast sales.

I don't know if this change is because no one can support the style of knowledge-based live broadcast after Dong Yuhui leaves, or if Dongfang Selection made an adjustment when facing its own development problems.

Dong Yuhui left, and Dongfang Selection was controversial

The relationship between Dongfang Selection and Dong Yuhui is very delicate, the explosion is because of Dong Yuhui, and the controversy is also because of Dong Yuhui.

Dong Yuhui's unique live broadcast style has made Dongfang Selection a group of dark horses, and it has become the head live broadcast room on Douyin. But when Dong Yuhui's "signboard" position in the Oriental Selection becomes more and more important, the Oriental Selection is not far from the crisis.

The small essay incident at the end of 2023 has separated Dong Yuhui and Dongfang Selection, and also made Dongfang Selection begin to decline.

The cause of the incident was the ownership of the small essay that Dong Yuhui himself read, and many parties came out to respond at that time. It was originally just a small matter, but due to the mixing of many parties, the internal management problems of Dongfang Selection were exposed.

The final result is that Dongfang Selection created a personal account for Dong Yuhui to bring goods "Walking with Hui", which also represents that Dong Yuhui and Dongfang Selection have achieved a certain degree of separation.

Source: Douyin with Hui

Dongfang Selection suffered a heavy loss in this incident, first of all, the account lost fans, and the number of fans dropped by 11,000. In contrast, Dong Yuhui's personal account increased by more than 2.3 million followers on December 16, and the followers of the account with Hui also accumulated more than 18 million.

There is also the homeopathic rise of competitors, in order to seek justice for Dong Yuhui, hundreds of thousands of people poured into the live broadcast room of Gaotu Jiapin, which is obviously that fans are against Dongfang Selection.

This incident diverted the fans of Dongfang Selection, and the popularity also plummeted. After losing Dong Yuhui's signboard, Dongfang Selection will face more problems.

Although companies and platforms are now trying to de-head anchors, it is undeniable that head anchors still support the main traffic. In the comparison of the live broadcast data of Hui and Dongfang Selection, it can be clearly seen that Dongfang Selection has fallen behind.

On the Douyin platform, Dongfang Selection's account has 30.426 million followers, and the followers of the account with Hui are 19.062 million. As a new account, it is not easy to have such a number of followers.

Although Dongfang Selection has more fans than its peers with Hui, its sales cannot match the number of fans it should have, but it has shown stronger market power with its peers.

Dongfang Selection's sales in the first three months of this year 2024 are as follows: 557 million yuan in January, only 228 million yuan in February, and rebounded to 286 million yuan in March.

In contrast, the performance of the same company with Hui is even more eye-catching, with sales of 889 million yuan, 450 million yuan and 626 million yuan respectively from January to March, far exceeding the Oriental Selection in the same period.

In April, with 580 million yuan, he occupied the top spot on the monthly list of Douyin. Dongfang Selection almost fell out of the top ten on the list, ranking ninth with 190 million, and Dongfang Selection Beautiful Life ranked tenth with 160 million.

Source: Live Streaming Intelligence Bureau

It can be seen that the gap between the two is still relatively large. At the same time, it also shows that Dong Yuhui's personal appeal is really great. Losing Dong Yuhui's Oriental Selection is a bit unable to keep up with the pace of the leading team.

In fact, to a certain extent, this reflects that the existing anchors of Dongfang Selection cannot lead the development of Dongfang Selection.

At present, the main anchors of Dongfang Selection are YOYO, Dunton, Tianquan, Qiqi, and Mingming, with individual fans of 1.4 million, 2.1 million, 500,000, 1 million, and 1.25 million respectively. Such a number of fans can be regarded as waist anchors at best, and they can't be compared with head anchors like Dong Yuhui.

Although these four anchors also have their own characteristics and can control the intellectual live broadcast, they are still not as calm as Dong Yuhui in terms of performance, and consumers are not very convinced.

Now the selling live broadcast method used by Dunton and Yoyo in the live broadcast room shows to a certain extent that the knowledge live broadcast is not suitable for them, or they can't bring it up, so they use this traditional live broadcast method to attract consumers.

Source: Oriental Selection Beautiful Life Douyin

In addition, there are also some problems in the selection of products in Dongfang Selection. Dongfang selected and sold Wuchang rice, TiQ Tianqi prune juice, Ecuadorian white shrimp and other products have been counterfeited.

In this year's 315, Dongfang Selection was involved in the "plum vegetable button meat" bad meat turmoil, and directly slapped Mr. Yu in the face as he said before, "The first choice for the success of Dongfang Selection is the success of product selection".

At the same time, Dongfang Selection also stated in the relevant statement that it is only a consignment sale, not a producer and a direct seller, but it seems to be a little sorry for the name "selection" by using "consignment sales" to justify.

Source: Oriental Selection Official

To a certain extent, these problems damage the brand image of Dongfang Selection, and will also affect consumers' trust in it. At that time, Dongfang Selection's stock price fell by 25% all at once.

It can be seen that the problem of Dongfang Selection is not only the departure of Dong Yuhui, but also the lag in its own development.

Dong Yuhui is indeed not replicable, in this case, how to cultivate effective new anchors in Dongfang's selection, and how to solve their own problems, is what it needs to think about in its future development.

After the head anchor is removed, how to explore a new path

The relationship between the company and the top anchor has always been delicate, the so-called interdependence, and after the two sides have developed to a certain height, they will start to consider divestment.

Dong Yuhui's departure seems to have been caused by an accident, but in fact, it was just because the accident was advanced.

No company wants to pin its development on a top anchor, which is too risky. In the small composition incident, the mothers-in-law went to the live broadcast room of Gaotu Jiapin, a competitor of Dongfang Selection, to brush up sales, which has already made Dongfang Selection suffer.

Therefore, to a certain extent, stripping Dong Yuhui is what Dongfang Selection has to do. However, the head anchor represents the traffic, and the impact on the company without the head anchor is significant. However, there are still many companies that have made such choices and have been exploring new paths.

Li Jiaqi is a veritable head anchor of Mei ONE, and more than one party was implicated in the Huaxizi incident. Therefore, Mei ONE has tried to create a new head anchor through self-made programs such as "All Girls' Offer" and "All Girls' Anchor".

Similarly, making a friend has always relied on Luo Yonghao's development to be good. However, now making a friend is gradually moving away from Luo Yonghao, trying to use matrix live broadcast to create a new volume.

Big anchors like Brother Xiao Yang and Simba are also constantly reducing their influence, pushing their anchors to take the top position and diverting their traffic.

However, the influence of the head anchor itself is accumulated over time, and the traffic that comes with it is relatively stable. It is unrealistic to want to cut off the appeal of the head anchor at once, which will bring certain losses to the company.

It can be seen that after the removal of the head anchor, the company's live broadcast performance has declined to varying degrees, and the new anchor is not so easy to cultivate, which is the pain that the company must experience.

In a short period of time, the company still has to rely on the traffic of the top anchors. How to transform, leave it to time to test.

Author | Qingyun

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