On the evening of January 9, 2024, Dong Yuhui's official studio official account "Walking with Hui" Douyin account started the first live broadcast. As of 22:46,The Douyin account of "Walking with Hui" has more than 7 million fans, and the live broadcast has more than 12 likes400 million times, fan participation is very popular. The live broadcast is mainly based on the sales of agricultural products, and products such as white rabbit toffee, canned yellow peaches, walnuts, Northeast pine nuts, yogurt, kiwifruit, air-dried beef, mutton and other products are all unveiled. Dong Yuhui said in the live broadcast that before the Spring Festival, the live broadcast was carried out about 5 days a week, mainly to sell agricultural products. After the Spring Festival, he will go out with Yu Minhong and develop the cultural tourism business. Start the premiere of the new account platformIn the live broadcast, Dong Yuhui revealed that "Walking with Hui" will explore more possibilities in books, culture and tourism while practicing the idea of helping the sales of agricultural products. After that, the team will definitely "go out" and the interviews with cultural celebrities will continue. Dong Yuhui also said that the team currently has more than 70 people, but there are still not enough people. In the live broadcast that night, the anchors of "Walking with Hui" all appeared, performing magic, musical instruments, Kunqu opera, song skewers and other programs. That night, "Walking with Hui" set up 9 rounds**, with a 20-minute round, and 10 spectators in each round won prizes. The condition for participation is to invite a friend to listen to the live broadcast in the live broadcast room. "I have selfish intentions in setting up these shows. Through these programs, everyone will remember every anchor because they are talented enough. Dong Yuhui said. Regarding the change of manager's identity, Dong Yuhui said in the live broadcast that he had done management work as early as 2016, and there were more people managing than now, and the main focus of management at that time was in the field of teaching and research. An hour after the broadcast, Yu Minhong appeared in the live broadcast room and said that he had high hopes for "Walking with Hui". He also said that the formation of "Walking with Hui" has exceeded expectations. When talking about the "small composition" incident, Yu Minhong said: "Thank you for your support for Yuhui and for the support of Dongfang Selection. Although there were some small turmoil before, I think the result is better than no twists and turns, which makes Yuhui have earlier time to do his own platform. Yu Minhong said: "In fact, a year ago, I talked to Yuhui about the idea of making his own platform, but it has not been implemented, and this twist and turn has accelerated the progress of this matter." For the live broadcast plan, Dong Yuhui said that before the Spring Festival, the live broadcast was about 5 days a week. After the Spring Festival, I want to walk out of the live broadcast room with Yu Minhong. Previously, "Walking with Hui" updated the explanation on the Douyin platform that the account is expected to open a daily live broadcast mode on Douyin, and Dong Yuhui and the resident anchors will recommend high-quality and affordable good things for fans. Oriental Selection share price**In the live broadcast on December 18, 2023, Dong Yuhui and Yu Minhong revealed that Dong Yuhui's live broadcast sales in Dongfang will decrease, and New Oriental will set up a personal studio for Dong Yuhui to do more cultural tourism projects.
On January 5, 2024, Tianyancha APP showed that the establishment of an administrative license for the establishment of a new publication retail unit with Hui (Beijing) Technology. Prior to this, the company also obtained a food business license, which covers the sale of bulk food and the sale of pre-packaged food. On January 8, 2024, Dongfang Selection's official Douyin account issued a document that from now on, third-party store products (except fresh fruits) purchased in Dongfang Selection's and "Walking with Hui" Douyin live broadcast rooms can enjoy 7-day price insurance for food and 15-day price insurance for non-food products from the date of payment. The two live broadcast rooms will remain consistent for a long time. If you encounter a problem with the difference in the product, contact customer service as soon as possible to refund the difference. On January 9, the stock price of Oriental Selection appeared**. As of **, the company's stock price is at 29HK$5 shares,**2.97%, the latest market capitalization 299900 million yuan. According to the research report of Debang**, Dongfang Selection is undergoing the process of transformation from live broadcast IP to platform, and the dependence on a single channel is too high or there is a large business risk, and the creation of a multi-level matrix of KOLs and the operation of multi-platform channels are the direction of the steady operation of the e-commerce platform. There is still room for optimization in the fineness of the cohesion and management mode of the platform transformation. Some institutions believe that previously, Dong Yuhui's cargo volume may account for 50% of the overall cargo volume of Dongfang Selection, which is the absolute top stream and has an important influence on the overall development of the company. In the first half of the live broadcast e-commerce competition, the company can continue to grow bigger and stronger precisely because it firmly grasps the people in the three elements of "people, goods and yards" and amplifies the presence of "people". In the second half of the live broadcast e-commerce competition, the element of "people" is still important, but the competition has also continued to the level of "goods and fields" and "* chain and traffic operation". For companies such as Dongfang Selection, if they want to retain top anchors, the management should give them treatment including salary, benefits, promotion opportunities, etc. In addition, in order to further improve the effect and coverage of live broadcasting, live broadcast institutions should also cultivate assistant broadcasters to improve the resource utilization efficiency of live broadcast institutions, and at the same time expand the influence and coverage of live broadcasting.
Reviewer: Ren Mingjie Editor: Yu Zhe Zhang Jing.
Issued by: Fei Yangsheng