The GMV exceeded 100 million in two hours, and the audience was 25 million, and Dong Yuhui premiered

Mondo Health Updated on 2024-01-31

Dong Yuhui was about to be blown up by the gift.

* |Expand new consumption.

id | tuopinxxf

Author |Tsukishima nomad.

Edit |Yue Yan.

In less than 10 seconds after the opening, Dong Yuhui's "Walking with Hui" harvested the first 100,000+**

What followed was a succession of "1314", "Carnival" and all kinds of Douyin gifts.

Even if you don't hang links or sell goods at this moment, just receiving gifts is soft, it is enough to see that Dong Yuhui is still the focus of the entire Internet.

As the absolute C position of this live broadcast, Dong Yuhui's role in the first part is to host the scene, so that the other anchors of the studio will appear one after another in the form of magic, singing, Peking Opera and other forms of talents, and he will take on the work of "** machine" in the middle of the show.

Not surprisingly, the prize drawn is the signed version of "The Right Bank of the Ergun River" that was shorted by Dong Yuhui, and it comes with a red envelope of 888 yuan, as long as you bring a friend into the live broadcast room, you can participate**. According to a total of 9 rounds and 10 winners in each round, 79,920 yuan will be given away on the spot, which is not high.

After more than 20 minutes of warm-up, the shopping cart was officially put on the shelves, and the live broadcast with goods finally began.

It is worth noting that there is no Dongfang selection of self-operated goods in the shopping link, but jumps to the *** of each brand after clicking.

However, the premiere of Youhui still chose to draw a line with Oriental Selection in terms of goods, showing its own attraction to the brand.

In the live broadcast, Dong Yuhui mentioned many times, "I heard a friend say that my daughter-in-law gave me a purchase task tonight", "If you have a purchase task tonight, this product can be started", and even mentioned "The mother-in-law cut ** is good, I have seen it".

For fans, Dong Yuhui not only understands, but always follows their steps closely.

Of course, Yu Minhong was not absent from such a performance. After singing a song with the anchors, Yu Minhong and Dong Yuhui once again started a long talk, even if they don't talk about the product, they can still make fans place orders constantly.

According to the data released by it, within 45 minutes of the broadcast, the number of ** reached 1.65 million, and it once reached 2 million at its peak.

Obviously, this live broadcast made a lively start with Hui Peer.

After the broadcast, Dong Yuhui became a director and led the anchors to perform the show together.

First of all, the anchors Pan Pan, Chuanxi, Han Sen, and Dong Dong performed a song "Do You Want to Dance", singing and dancing while turning the camera to the behind-the-scenes staff, tuners, cameramen, etc.

Immediately afterwards, the rest of the anchors also took turns to perform magic, singing, Peking Opera and other programs, and the performance programs did not forget to praise Dong Yuhui and walking with Hui.

When the anchors finally sang "So You Are Here", they held cards made of Dong Yuhui's famous scenes out of the circle, such as selling steaks in live broadcasts, dancing drunk butterflies, etc.

In the live broadcast room of @ Walking with Hui, in addition to Dong Yuhui, Dongfang also selected 7 other anchors. According to Dong Yuhui, these anchors all took the initiative to ask Ying to choose to follow Dong Yuhui to the @withhui account.

It can be said that these anchors can be regarded as Dong Yuhui's "founding heroes" who walked with Hui in @.

However, in addition to Peng Peng and Dong Dong, who are well-known and have about 300,000 fans on Douyin, the fans of other small anchors are less than 100,000, such as yoyo, Dunton, and Mingming, the leading anchors of Dongfang Selection, did not appear, and stayed in the Dongfang Selection account.

After the performance, Dong Yuhui began to sell goods, and the first link on the shelves was priced at 9The red envelope of 9 yuan ushered in a good start for walking with Hui.

"Yuhui, the background of the live broadcast room is too white".

Director, turn up the brightness of the lights."

Yuhui, this table is too high".

Okay, let's change the table immediately after the live broadcast. ”

The questions raised by netizens in the comment area, Dong Yuhui will immediately give solutions, and he is very persuasive.

According to the observation of new consumption of Tuopin, 186 links were put on the first broadcast of @与辉同行, mainly fresh food, grain and oil seasoning, snacks, and books.

However, @与辉同行 This live broadcast did not put on the shelves of Dongfang's self-operated products.

According to Daduoduo data, the live broadcast lasted less than two hours, and the number of people in the live broadcast room of @与辉同行 has exceeded 2 million, and the GMV has exceeded 50 million, while the average number of people selected by Dongfang is only 20,000, and the GMV is 1000W-2500W, which is less than half of @ with Hui.

In Dong Yuhui's own words, "This live broadcast sold out quickly, and many of them were empty as soon as they were put on the shelves."

In fact, for this live broadcast, walking with Hui almost spares no effort.

From the establishment of the account to the present, in 14 days, a total of 33** articles have been released with Hui Walk, involving Dong Yuhui's personal advertising films, daily tidbits and brand posters, with an average of 2-3 ** released every day, all of which revolve around Dong Yuhui's personal development. Among them, the highest number of likes is also the first ** of the account, reaching 920 thousand, far exceeding the number of Dongfang Selection in this dimension.

Under the joint momentum of several accounts, the number of followers of the account with Hui has surged from 0 to 4030 million.

Even Douyin officials posted a push a few days before the premiere day with Hui.

Obviously, walking with Hui is not only a new baby selected by Dongfang, but also a "gold" that Douyin is willing to support.

Of course, the mother-in-law's publicity for Dong Yuhui is more interesting.

When the @与辉 account has not yet determined the start time, there are many mothers-in-law who edit ** for Dong Yuhui to promote. They called on everyone in the Douyin fan group to send flowers to the Douyin account of @Dong Yuhui every day to increase Dong Yuhui's popularity.

The daily messages of these fan groups are 999+ status, and the mothers-in-law will edit themselves and post them on the Douyin account** and then transfer them to the fan group, so that everyone can like and comment.

At the same time, the mothers-in-law always pay attention to the progress of @ Walk with Hui to increase their fans, and at the time when the number of fans of @ Walk with Hui exceeds 2 million, 3 million, and 4 million, they will also make ** to celebrate Dong Yuhui.

It can be said that @与辉同行 can reach the current number of fans, and it is absolutely inseparable from the efforts of mothers-in-law.

For mothers-in-law who are very rich in time and wallets, online support alone cannot fully reflect their love for Dong Yuhui.

According to Tuupin New Consumption, the location of Dong Yuhui's personal live broadcast room is in the same building as Dongfang Selection, but the floor is different.

"Walk with Hui, start anew, create brilliance again, come on!”

On January 9, more than a dozen mothers-in-law stood in two rows in the office building where Dong Yuhui was going to broadcast live, shouting loudly in support of the slogan of "Walking with Hui".

Among them, the mothers-in-law in Aihui District, Beijing, also deliberately wore a customized red sweatshirt, on which 4 big characters were written "Walk with Hui".

Of course, offline support can't go empty-handed, the building selected by Dongfang is full of flower baskets sent by mothers-in-law, and there are many mothers-in-law who can't arrive at the scene in the Douyin comment area to consult Dong Yuhui's live broadcast address, planning to order flowers and send them over.

It is worth noting that Dong Yuhui's assistant Cheng Lin also went to the scene, and she also took a professional photographer to shoot ** for her mother-in-law, which is comparable to the star-chasing scene.

Looking at the entire live broadcast e-commerce industry, it is estimated that few big anchors can have such treatment.

Not surprisingly, Yu Minhong once again became the "mascot" next to Dong Yuhui.

At the beginning of the small essay incident, for the sake of his subordinate, who has both topics and benefits, Yu Minhong has supported him many times. Not only after Sun Dongxu resigned as CEO, he patted his chest and assured that "Yuhui has interceded for Xiao Sun many times, but from a management point of view, he still wants Xiao Sun to give everyone an explanation", and he has also had one-on-one "intimate conversations" with Dong Yuhui on his own account or in the live broadcast room selected by Dongfang many times.

Don't think about it, in Yu Minhong's heart, Dong Yuhui is no longer an ordinary employee and colleague, but a rare treasure selected by himself and even the entire Dongfang.

In their live conversation a month ago, Yu Minhong repeatedly mentioned "Please rest assured that fans will be given room to give full play to Yuhui's personal ability and will not let him become a puppet of capital", "Please rest assured that Yuhui's studio revenue is also within the scope of Dongfang Selection".

At the same time, in the live broadcast of Dong Yuhui and Zhou Chenggang, as the CEO of New Oriental, Zhou Chenggang also said in the live broadcast room: "I assure you that one of Mr. Yu's four chickens will definitely eat in Yuhui's mouth." ”

Dong Yuhui's position within the group is needless to say.

No wonder many people laugh and say that the current Yu Minhong ** is like an industry veteran who has been galloping for many years, and is more like Dong Yuhui's personal secretary and assistant.

But even if the outside world thinks that Lao Yu is too "licking" Dong Yuhui, or the content of Dong is too high, under Yu Minhong's several operations, Dongfang Selection's precarious reputation and stock price have still rebounded against the trend.

From mid-December, the stock price hit a low of 2592 Hong Kong dollars to 29 today15 Hong Kong dollars, investors value not only Dong Yuhui's ability to bring goods, but more importantly, Yu Minhong's management ability.

As of press time, Xueqiu showed that the share price of Dongfang Selection was temporarily red, but there was still a numerical gap compared with before. In the heated discussion among investors, it is not difficult to find that investors attach great importance to the receivables on the night of January 9.

First, this is the first time that the anchor has explored the new growth point of Oriental Selection, and secondly, investors also want to see to what extent Walk with Hui can become Oriental Selection 20, and what is the difference between it and the main account of Oriental Selection.

Next, it is time to wait for the strict inspection of the investment market.

Related Pages