Dong Yuhui brings cosmetics, will he be the next Li Jiaqi?

Walk with Hui" Douyin live broadcast room.

The end of the delivery is cosmetics?

The oriental selection of "can't put down" cosmeticsDongfang Selection has been actively laying out the important category of live streaming - the cosmetics field. At the end of June 2020, Oriental Selection launched the "Oriental Selection's Personal Care and Beauty" account, officially entering the beauty industry. On July 8, "Oriental Selection's Personal Care and Beauty" was renamed "Oriental Selection Beautiful Life" and opened the first live broadcast. The page shows that the products on the shelves of the account are mainly **, beauty and skin care, makeup and perfume, personal care, fashion accessories and other beauty care products. "China Cosmetics" magazine noticed that at present, the account has carried 50, the number of pieces sold is 2674 pieces, and the highest sales volume is Cetaphil Big White Can Moisturizer, with a sales volume of 5460,000 pieces. The brands covered in the beauty category include Lancôme, YSL, Estee Lauder, Bloom, Clinique, Clarins, Guerlain, Runbaiyan, Dr. Er, 377, Lin Qingxuan, La Roche-Posay, and dozens of other domestic and foreign brands. However, with the fading popularity of Oriental selection and the intensification of competition in the beauty market, the account's ability to bring beauty products is unsatisfactory. "China Cosmetics" magazine noticed that at present, the live broadcast room of the account has not entered the TOP100 in the list of cosmetics, personal care, and beauty products such as quality life, exquisite beauty, and maternal and infant cute pets, and it is not even comparable to the ranking of the self-broadcast live broadcast room of the brand with goods. In addition, only 3 of the top 10 best-selling products on the account belong to cosmetics, and the rest are household department stores such as warm babies, mops, and woks, and the beauty advantage is not obvious.

Image source Oriental Selection Beautiful Life Moreover, as the anchor of Oriental Selection focused on cultivating the beauty track, Dunton and Yoyo did not bring phenomenal out-of-the-circle cases to the brand like Dong Yuhui, and the traffic and delivery data are at the level of waist experts in the platform.

Oriental selection, in urgent need of blood replenishmentOn January 24, Dongfang Selection released its interim financial report for fiscal year 2024, which showed that its revenue reached 279.5 billion yuan, a year-on-year increase of 344%, but the net profit was cut in half, which was 24.9 billion yuan, down 574%。Unlike the unexpected Dongfang Selection, which suddenly exploded, the profit of the halving seems to be expected by many people. With the entry of live streaming into the stock era, the surge in customer acquisition costs and the escalation of the difficulty of creating explosive products, the evaluation criteria for the ability to bring goods have shifted to the creation of hard power such as ** chain, product strength, and anchor credibility, and more rational consumers no longer rely solely on the promotion of an Internet celebrity. And Dongfang Selection, which can't "go to Dong Yuhui", chooses to make it independent. On January 9, Dong Yuhui's new account "Walking with Hui" premiered on Douyin. According to the platform's testing data, the live broadcast room exceeded 100,000 people on the first day of bringing goods, and the sales exceeded 100 million yuan. Gray Dolphin data shows that the account has been on the air for half a month, and the sales scale has reached 6400 million yuan, and the total sales scale of Dongfang Selection is only about 6100 million RMB. As of press time, the number of fans of "Walking with Hui" has also exceeded 141490,000, the influence of the account in individual indicators has far exceeded the main account Dongfang Selection.

Dong Yuhui, who is backed by the "mother-in-law".Can you bring cosmetics? The news about "Dong Yuhui wants to bring cosmetics" has aroused a round of attention when "Walking with Hui" was first established. On the day of the premiere of "Walking with Hui", some netizens mentioned in the comment area that they wanted Dong Yuhui to bring cosmetics, and Dong Yuhui responded that "I still can't overcome my heart", and said that bringing cosmetics is the most embarrassing moment in life, which is simply the boundary of knowledge. And now, what are the chances of success for Dong Yuhui, who wants to bring cosmetics? First of all, judging from Dong Yuhui's current influence, he is already a huge traffic pool. The number of followers on his personal Douyin account has exceeded 242280,000, which belongs to a veritable head anchor. At the same time, in the turmoil of Dongfang Selection's "small composition", Dong Yuhui's popularity can be said to be very strong, and fans and netizens are almost one-sided for his platform.

Image source Walk with Hui Secondly, the current sales data of "Walk with Hui" is not unimpressive. As an account in the early stage of the outbreak, it has strong bargaining power on the brand side and has enough appeal on the consumer side. And the fans who were previously nicknamed "Dong Yuhui's mother-in-law" by netizens have also followed all the way and become a solid fan base, and they are also the potential group for beauty consumption.

In addition, from the explosion to the present, Dongfang Selection has gone for more than a year, and it has gradually refined and upgraded in terms of product quality control, first-class chain building, brand building, and pre-warehouse construction, which also provides basic guarantee for Dong Yuhui to open the beauty track. Yu Minhong once said that Dongfang Selection would never charge anyone's pit fees. This is a good choice for beauty brands that are currently looking for low-cost, high-efficiency sales channels. But at the same time, Dong Yuhui is also facing a lot of problems when he brings cosmetics. It can also be seen from the current controversy among netizens that Dong Yuhui is not Li Jiaqi, and his literati attributes determine that he cannot be too commercial. As a recognized high-profit industry, cosmetics are highly compatible with marketing and advertising, and if you are not careful, you will fall into the problem of "excessive beautification". Different from the sales model of agricultural and sideline products such as rice, noodles and oil, which Dongfang Selection is good at, the efficacy of cosmetics products varies from person to person, and the requirements for the quality control of anchors and platforms are more stringent. Whether it is Brother Xiao Yang, Li Jiaqi, or Simba, Jia Nailiang and other head anchors, they have all overturned because of bringing cosmetics products, which has brought great consumption to the anchor's personal credibility. In addition, at present, the top beauty influencers are still dominated by Li Jiaqi and other heads, who have formed a relatively stable brand user relationship, and it is not easy to get a share of the pie from these people. The real, literary and artistic Dong Yuhui is regarded as a "clear stream" in the goods industry, and people's trust in his professional ability made him popular overnight, but the backlash of traffic is also rapid. Whether Dong Yuhui can become the next "Li Jiaqi" and whether "Walking with Hui" can get a piece of cake in the field of cosmetics, at present, the prospect is full of uncertainty.