Dongfang Selection has recently become the focus of the Internet because of a small essay, and this turmoil is still being staged like a serial.
The night before yesterday, Yu Minhong and Dong Yuhui once again "combined live broadcast", and announced that Dong Yuhui was appointed vice president, and also opened a separate account and live broadcast room for him, positioning it as cultural tourism promotion.
The rights and wrongs of Oriental Selection are not said for the time being, but after this move, can the "top stream" Dong Yuhui make New Oriental's cultural tourism business popular?
Take office
3 days after Oriental Selection was suspended, at 7:59 pm on December 18, Dong Yuhui and Yu Minhong, who had just been promoted to "senior partners" of New Oriental, appeared in the live broadcast room of Oriental Selection.
Previously, Oriental Selection released a live broadcast trailer poster, announcing that Yu Minhong and Dong Yuhui will conduct a live broadcast on the Oriental Selection account, and the event poster shows that Dong Yuhui has become a "senior partner of Oriental Selection".
This live broadcast has attracted a lot of attention. Five minutes before the two appeared, the audience in the live broadcast room of Dongfang Selection had exceeded 650,000.
One minute before Dong Yuhui and Yu Minhong appeared on the stage, the audience in the live broadcast room exceeded 1 million. Less than an hour after the live broadcast began, Dong Yuhui said that the audience in the live broadcast room had reached 3.78 million.
The "mothers-in-law" on the Internet are quite concerned about Dong Yuhui's rise to "senior partner".
During the live broadcast, Yu Minhong revealed that he would set up an independent studio for Dong Yuhui, open a separate account and live broadcast room, and the income will be included in Dongfang Selection, which is an "independent IP concept" and will not have GMV requirements.
The positioning of the Dongfang Selection live broadcast room is agricultural products, and the positioning of the new live broadcast room is book recommendation, cultural tourism promotion, etc.
also bluntly said: If Dong Yuhui wants to leave one day, the new live broadcast room will be given to Yuhui, and he will not be left with nothing.
Dong Yuhui also once again expressed his feelings about this incident, and said that his position change was not a decision made by Yu Minhong in the past two days, and he will appear more in the new live broadcast room in the future, of course, the Dongfang Selection live broadcast room will also come.
Can you take on a big responsibility?
You must know that "Dongfang Selection Senior Partner" is not a "senior worker" as netizens say, Dong Yuhui will have the right to speak about the company, which is a concept with the color of shareholder identity.
Dong Yuhui was able to rise to a high position at once, also because of the out-of-the-circle selection of Dongfang, Dong Yuhui contributed a lot. Just like Yu Minhong himself said, "Without Yuhui, we may still be moving forward in the wind and rain now."
This series of "the more you apologize, the more melons" seems to have a short end here.
Placing Dong Yuhui alone in a live broadcast room and giving him the position of vice president, Yu Minhong also wanted to stop the dispute and stop the loss faster.
In the Internet era, the role of a head anchor is obvious, Dong Yuhui's commercial value and word-of-mouth value must be retained, and giving a promotion and salary increase is the most practical way.
So, after becoming a top-notch Dong Yuhui, after managing New Oriental Cultural Tourism Group, can New Oriental's cultural tourism business be taken to a higher level?
Dong Yuhui himself has always called himself a "salesperson", and he likes to use poetry and songs to lead everyone to count the beautiful world, which is also one of his characteristics that distinguishes him from other anchors.
Now for him to manage the entire industrial chain, not only knowledge reserves are needed, but also management talents, which are great challenges for Dong Yuhui.
It's challenging
Oriental Selection has been doing cultural tourism for a year, and at the end of 2022, it launched the matrix number "Oriental Selection to See the World", and began to cooperate with destinations in the form of "live broadcast + cultural tourism".
Shanxi, Gansu, Xinjiang, Sichuan, Yunnan and Shaanxi provinces have been involved, and Oriental Selection will not only promote local agricultural products, but also introduce history, culture, customs and customs, bringing new opportunities for the development of local cultural tourism.
Dong Yuhui is in charge of many of these issues, and he is solely responsible for this section later, plus his own traffic, which should attract more fans in a short period of time.
However, as a "latecomer" to the tourism industry, New Oriental Cultural Tourism has no obvious advantages in the integration of tourism resources.
Cultural tourism products are spiritual demand services, which are different from physical standard commodities and are difficult to be completely unified. Nowadays, the tourism market needs personalization and customization, and it is not easy to serve different tourists.
Tourism will also involve catering, accommodation, scenic spots, transportation and other links, different areas have different characteristics, all need to be docked one by one.
In particular, New Oriental has previously stated that it will focus on the development of middle-aged and elderly tourism, which is more challenging, because it also needs to consider insurance and supporting services.
Dongfang Selection wants to make the cultural tourism business popular because of a top anchor, which is almost impossible. Consumers still have to look at the travel experience, and it is impossible to place an order passionately because of Dong Yuhui.
Maybe New Oriental Cultural Tourism will become popular one day, but it must not be just because of Dong Yuhui.