Recently, Dong Yuhui's "small composition" incident has caused a stir on the whole network. The relationship between Yu Minhong and Dong Yuhui, the "Yu Dong CP" who was connected because of the fire of the live broadcast of Oriental Selection, has become a hot topic of discussion among netizens after dinner. It can be said that Yu Minhong's oriental selection is what it is today because of Dong Yuhui.
Oriental Selection is New Oriental's Yu Minhong's attempt to switch from the education industry to the live streaming industry. At present, the track of live broadcast can be said to be full of talents, so at the end of 2022, Yu Minhong chose the form of "live broadcast + cultural tourism" with great foresight, and launched the matrix number "Oriental Selection to See the World" under Oriental Selection, which achieved a win-win situation for the transformation of New Oriental live broadcast and the development of urban cultural tourism by entering the great rivers and mountains of the motherland and promoting local cultural tourism and agricultural products.
Yangzhou Slender West Lake photo by Liu Jiangrui.
In the live broadcast of "Oriental Selection to See the World", Dong Yuhui relied on "small essays" to tell about the rich Chinese history, culture, food and beauty, which not only let the locals see a different hometown, but also let more people know about the city, so that the city became popular "out of the circle" in the form of live broadcasting.
* Yu Minhong's enterprise development route and Dong Yuhui's "small composition", it is not difficult to find that the Grand Canal, which has a history of more than 2,500 years, has always been full of vitality and has a highly discussed topic.
Because, in the live broadcast room of Oriental Selection, the colors of the canal are everywhere.
In April, at the invitation of the Zhejiang Provincial Department of Commerce, the team of Oriental Selection walked into Wuzhen, Jiaxing, Zhejiang. This is the first time that the team chose to start the live broadcast in the ancient town of Shuixiang. What did the canal bring to Wuzhen?In the live broadcast room, he had a dialogue with the inheritor of Jili Lake silk production skills, and filmed the live performances of the intangible cultural heritage Kanmen Flower Dragon and Linping Rolling Lantern. Through the small window of the mobile phone, netizens and many teenagers across the country realized the charm of ancient cultural inheritance and experienced a "cloud tourism".
Coincidentally, on the cruise ship of the Yangzhou Ancient Canal, Yu Minhong and Dong Yuhui passed through many scenic spots such as Dongguan Ancient Ferry, Canal Sanwan Scenic Area, Yangzhou China Grand Canal Museum, Yangzijin Ancient Ferry, etc., and introduced the long history and culture and beautiful scenery of Yangzhou to the audience from the perspective of play and story-based language.
Yangzhou morning tea, Yangzhou commentary, and the Grand Canal World Cultural Heritage Point Slender West Lake, every scenic spot has opened the eyes of netizens and made Dong Yuhui praise, "Yangzhou is a city that rises because of the canal, is prosperous because of salt merchants, is lovely because of food, and is timeless because of Tang poetry." ”
The live broadcast not only promoted the urban landscape of Yangzhou, but also carried out live broadcasts on nearly 100 products such as "Garden Beauty 'Appreciation' Yangzhou", "Two Bright Moon 'Night' Yangzhou" and "Huaiyang Food 'Product' Yangzhou". The total number of ** people in the live broadcast room is 43.77 million, and the sales volume is 19 million yuan.
Wuxi Taihu Lake Photo by Lu Yi **Wuxi**After that, Yu Minhong struck while the iron was hot and returned to his hometown, Wuxi in Jiangnan Water Lane. "A line of canals connects the past and the present, and a page of oars is sent to and fro. A volume of texts is far away, and a trumpet is thousands of miles of fishing fragrance". Dong Yuhui's "small essay" about Wuxi received more than 100,000 likes on the Internet as soon as it was released.
The yearning for the ancient canal is still there, attracting everyone to explore the water charm town by the canal.
From Qingming Bridge Ancient Canal Scenic Area, Huishan Ancient Town, Yuantouzhu, to Wuxi Xiaolongbao, Jiangyin Anchovy and so on. The one-stop check-in of "Yu Dong CP" allowed netizens to see the scenery of Wuxi in a panoramic way. In the live broadcast room, there are also links to cultural and tourism products such as scenic spots, specialties, and cultural works of local celebrities. In just 3 hours after the start of the broadcast on the same day, the live broadcast room received 19.7 million likes and brought 930,000 yuan of goods, of which game products were the most popular, accounting for 81%.
In September this year, it was the first time that Oriental Selection chose to launch a large-scale live broadcast event locally since it was founded in Beijing in 2021. Beijing is also the starting point of the northern end of the Grand Canal. The Central Axis, Beijing Hutongs, and the Badaling Great Wall are each unique to the city. Through the form of walking and broadcasting, Dong Yuhui and other anchors jointly led the team to visually show the customs of Beijing for users.
The Great Wall is a household name. But it was also under Dong Yuhui's introduction that everyone learned that the Great Wall was originally built at the location of the 400 mm isoprecipitation line, separating the nomadic and agricultural areas. This is one of the miracles of ancient Chinese civilization on a par with the Grand Canal, and has become the backbone of the Chinese nation.
Oriental Selection to see the world along the canal has gradually become one of the important resources for Yu Minhong to dig deep into "live broadcast + cultural tourism". The rich connotation of the canalside city makes the live broadcast not only culturally talkable, but also recommendable products.
Yu Minhong led the Oriental Selection Team to Wuqiao Acrobatic World. Photo by Zhang Yameng **Hebei Provincial Department of Culture and Tourism, Jiyun Just last month, Dongfang Selection also entered the Grand Canal cities of Cangzhou, Handan and other places in Hebei. Wuqiao Acrobatic World, Cangzhou Iron Lion and Old City Ruins Park, China Grand Canal Intangible Cultural Heritage Exhibition Hall, Handan Museum, Walker Bridge, Congtai Park. As Dong Yuhui's Hebei "Little Composition" said, Hebei is a treasure that we underestimate. We always turn our eyes to the dazzling light of Beijing and Tianjin, but we ignore the more vast soil of Yanzhao land.
Therefore, after watching the live broadcast of Dongfang Selection, not only local netizens in Hebei called "This is Hebei that I have never seen", but also studious netizens said that they would have the opportunity to play in person and feel the canal culture of Hebei.
On December 10, on the platform of the Oriental Selection App, New Oriental's cultural tourism products were launched for the first time. In the live broadcast of "All Living Beings", the importance of urban cultural tourism is becoming more and more prominent.
Yu Minhong once said, "I do cultural tourism because I want to play and like to travel." Maybe in the process of playing, cultural tourism will be done. "The live broadcast is no longer confined to a small house, but walks into the vast world of the canal, which allows Dongfang Selection to obtain a new direction of live broadcasting.
Looking at the world through Oriental Selection, more netizens have seen the inner story of each city, and let each land show its own beauty.
At the end of the "small composition" incident, Dong Yuhui was appointed as the cultural assistant to the chairman of the board of directors of New Oriental Education and Technology Group, and concurrently served as the vice president of New Oriental Cultural Tourism Group. He will also set up a separate studio with the support of Yu Minhong to further deepen the work of cultural and cultural tourism promotion. The small boat of "Yu Dong CP" friendship did not "capsize" in the Grand Canal in the end. (Xu Rong).
(Grand Canal News**: 18611735190).
Produced by Cao Yu.
Edited by Yan Chen, Xu Rong.
First trial: Gui Yan Zhang Li.
Second instance Xiao Dong.
Third trial Hui Jun.