Dong Yuhui made his debut with beauty products, with a GMV of nearly 10 million
Dong Yuhui finally overcame his heart.
Since the launch of the live broadcast room of "Walking with Hui", netizens have shouted to Dong Yuhui and asked him to bring cosmetics. Dong Yuhui immediately said, "I still can't overcome my heart." ”
However, after much consideration, Dong Yuhui still took that step. As early as January 22, "Walking with Hui" began to bring cosmetics. A week later, on January 30, the live broadcast room opened a "cosmetics session" for the first time, and more than 30 cosmetics were put on the shelves on the same day, including 21 beauty and skin care product links, 5 perfume and makeup links, 4 home cleaning care links, and a laundry detergent product link.
The products with goods include L'Oreal, Pechoin, Elizabeth Arden, OLAY, Kiehl's, Kefumei, Bee Flower and other brands, and the average customer unit price is mainly between 100 yuan and 400 yuan.
This live broadcast lasted from 7:45 in the morning to 22 in the evening, but Dong Yuhui only brought the goods from 20 to 22 o'clock, and the rest of the time was rotated by the assistant broadcasters.
Source: Outside the Blue Eye.
It is worth noting that Dong Yuhui only brought one bee flower conditioner, and the other products were only trailers for fans to buy independently. That is, this Dong Yuhui's special oral broadcast product,In just two hours, sales increased by a significant 290,000 orders,The sales volume increased by 1.07 million, becoming the first list of sales in this cosmetics special session, and both sales and sales orders far exceeded other products.
It is understood that on the 30th, the cumulative GMV of cosmetics in the live broadcast room of "Walking with Hui" reached 7.5 million yuan to 10 million yuan, and the sales volume was 250,000-50,000. Moreover, in the selection of cosmetics, the live broadcast room of "Walking with Hui" mainly sells mid-range and affordable cosmetics, and the brands are more inclined to well-known international brands, while domestic products only account for 30%.
From the current point of view, the live broadcast room of "Walking with Hui" does not bring cosmetics on a large scale, but onlyInitial exploration phase.
Compared with "Walking with Hui", which is still testing the waters to bring beauty products, Dongfang Selection has specially opened a beauty account to increase the layout of beauty products.
As early as the end of June 2022, Oriental Selection launched the "Oriental Selection's Personal Care Beauty" account, officially entering the beauty industry, which is the only beauty account under Oriental Selection. On July 8, "Oriental Selection's Personal Care and Beauty" was renamed "Oriental Selection Beautiful Life", and the first live broadcast was launched, and sales exceeded 100 million yuan in less than three months.
In 2023, during the entire 618 period of Douyin (May 25-June 18), the sales volume of Dongfang Selection's live broadcast of beautiful life with goods will reach 2500 million to 500 million yuan. The first special session of 618 on May 27 even set a record high of 80.02 million GMV in a single day.
Currently, although the account only has 3894w fans, far lower than "Walking with Hui" 13618W has a number of fans, but its contribution to the GMV brought by Dongfang Selection is not small.
According to the current effect of "Walking with Hui", can Dong Yuhui and "Walking with Hui" catch up with the results of "Oriental Selection Beautiful Life" and become another growth point for Oriental Selection of beauty products?
Dong Yuhui brings traffic
Judging from the sales of the product, fans mainly do not want to go to the live broadcast room to buy products, and the focus is not to watch the anchors of "Walking with Hui" bring goods, but to pay for Dong Yuhui's live broadcast.
is only Dong Yuhui's only bee flower conditioner, and the sales of the product have risen sharply in a short period of time, which shows that Dong Yuhui's traffic effect is very huge.
Compared with Dongfang Selection's main agricultural products, Dong Yuhui does not know enough about beauty products, and the interest and fluency of explaining cosmetics are not as good as other products he bringsBut it can bring a high conversion rate, undoubtedly because of Dong Yuhui's huge personal influence.
Dong Yuhui's ability to carry goods is not questionable. Dong Yuhui has made a lot of achievements during the past delivery period.
On January 23, Dong Yuhui brought "People's Literature" in the live broadcast room, and after a live broadcast, from 8 o'clock to 12 o'clock that night, the annual subscription of "People's Literature" in 2024 sold 8260,000 sets, 9920,000 copies, with a turnover of 17.85 million.
Source: Live broadcast room with Hui.
On the evening of January 9, Dong Yuhui's new account "Walking with Hui" premiered, selling more than 200 million yuan in three days, increasing by nearly 6 million fans and exceeding 10 million fans. Dong Yuhui even said that "there is nothing to sell", and the broadcast was suspended for one day on the 12th.
On the evening of December 21 last year, Dong Yuhui recommended "Three Hundred Tang Poems" during the live broadcast of the book, and it only took 20 minutes to sell nearly 500,000 copies. Previously, this well-known classic book sold thousands of copies every month.
Fans used real gold ** to support Dong Yuhui, and his fanaticism couldn't help but make us sigh. From the perspective of the live broadcast e-commerce industry,Compared with factors such as product quality and **, the influence of the anchor's personal influence can play a decisive role to some extent. The anchor is the soul of the live broadcast room, and the head anchor with personal characteristics, such as personality traits, professionalism, and the way he interacts with fans, is a unique competitive advantage that is different from other live broadcast rooms.
Users often choose to trust and follow the recommendations of anchors to make consumption decisions. In June 2022, Dong Yuhui's bilingual live broadcast brought popularity to Dongfang Selection overnight, and the number of fans skyrocketed from one million to more than 10 million in just one week. Subsequently, Dongfang Selection even exceeded 20 million fans within a month, and won the first place on the Douyin list with sales of 600 million yuan.
Two months ago, the Dongfang Selection Small Composition Incident occurred, and Dong Yuhui stopped broadcasting and took a vacation. After the "small composition" turmoil, Dongfang selected the Douyin live broadcast room to lose more than 2.5 million yuan in 5 days.
It can be seen that Dong Yuhui's slightest action will affect the decision-making behavior of fans, and further transmit it to the sales performance of Dongfang Selection. Although all major live broadcast organizations want to "remove the head live broadcast", the traffic and GMV contribution brought by the head anchor play a big role, and it is not simply said that it can be removed immediately. Remove.
Success is also an anchor, defeat is also an anchor, although it is a trend to go to the head anchor, but the influence of the head anchor still cannot be ignored.
The live broadcast entered the second half
In the second half of live streaming, the element of "people" still occupies a crucial position. Because consumers not only pay attention to the quality and quality of products when shopping, but also pay more attention to the interaction and trust relationship with the anchor.
This means that the anchor's personal words and deeds will be amplified in the process of live broadcasting, and if you are not careful, you will be counterattacked by traffic. After the Li Jiaqi eyebrow pencil incident some time ago, Li Jiaqi lost more than 1 million fans, and the sales volume of Huaxizi in two days was greatly **.
According to the public data of Cicada Mother, on September 10 last year, the GMV of Huaxizi's official Douyin live broadcast room was 100-2.5 million yuan, and on September 11, it was less than 100,000 yuan, ** more than 90%.
Recently, Dong Yuhui also brought goods"Wuchang Rice Rice Flower No. 2"was beaten up and caught in a ** turmoil. Although Dong Yuhui is not responsible for the selection of products, the anchor standing in front of the stage is undoubtedly the direct bearer of the pressure.
However, in fact, there are indeed many examples of head anchors overturning with goods. For example, Simba's fake bird's nest incident at the end of 2020 was cracked down on and assumed the responsibility of returning one and paying three, and in the past year, Simba has been repeatedly sent to the hot search because of negative rumors such as fakes, excessive remarks, and false low prices.
and Crazy Brother Yang and his apprentice "Yellow of the Traffic Light" were also questioned by netizens for overturning with goods. In addition, with the participation of celebrities in the live broadcast track, there are not many problems such as overturning and false delivery.
There are countless examples of top anchors overturning with goods, which not only affects the sales of the brand, but also overdraws the trust of fans. It's no longer enough to have traffic alone, for anchors with goods, you can't just rely on gimmicks to attract traffic, such traffic can only be temporary.
Celebrities are also losing their halo with goods, and it is not uncommon for well-known celebrities to fail to sell their goods. A trading company in Nanning asked Cao Moumou, a star of a network company in Shanghai, to bring goods live, but Cao Moumou only traded 278 yuan in the live broadcast room.
Nowadays, the rise of store broadcasting has brought more opportunities for the explosion of merchants' business. Looking at the anchors who can be liked by consumers, they are often content-based anchors who retain users through valuable content.
Among the three core elements of "people, goods, and venues" of live broadcast e-commerce, the "people" factor is particularly crucial, and live broadcast e-commerce companies can quickly accumulate a large number of fans with the help of the personalized characteristics of the anchor and the emotional resonance between the audience.
However, in the second half of live e-commerce, although the role of "people" is still important, the form of competition has quietly changed.
Live e-commerce pays more attention to the overall operation capability from a global perspective, and only by digging deep into the internal connection between "people, goods, and venues" and realizing the deep integration of ** chain and traffic operation can we quickly respond to market changes and achieve the maximum conversion of traffic.
Author |Zhou Wenjun.