On the evening of January 9, Dong Yuhui's official studio account "Walking with Hui" Douyin account opened the first live broadcast. 
According to the Tianyancha app, with Hui Peer (Beijing) Technology has a registered capital of 10 million yuan, Dong Yuhui is the legal representative, executive director and manager, and Yu Minhong is the supervisor. Equity penetration shows that New Oriental Xuncheng Network Technology, with Sun Dongxu as the legal representative, is 100% controlled by Hui Peer, and the actual controller of Hui Peer (Beijing) Technology is still Yu Minhong. 
The reporter found that "Walking with Hui" was broadcast at 19 o'clock on January 9, and the number of people in the live broadcast room instantly exceeded 100,000, and broke through 1.7 million during the peak period, ranking first in the total list of Douyin with goods and first in instant popularity, and at that time, Dongfang Selection ranked 15th in the total list of goods. As of 22 o'clock, "Walking with Hui" ranked third in the overall list of goods, and Dongfang Selection, which was also in the live broadcast, ranked more than 100th. 
When the broadcast started at 19 o'clock on the evening of January 9, the number of fans of the "Walking with Hui" Douyin account was 41680,000, as of 23 o'clock, the number of fans of the "Walking with Hui" account exceeded 71280,000, more than 1 billion likes,This also means that in this live broadcast, the number of fans has increased by nearly three million. According to Gray Dolphin data, as of 21 o'clock on January 9, the cumulative number of people in the live broadcast exceeded 30 million, and the peak number of people exceeded 1.7 million; In terms of GMV (total transaction value), the sales of "Walking with Hui" products exceeded 100 million yuan.
Dong Yuhui opened the premiere of the new account platform
In 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 Oriental 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 saidBefore the Spring Festival, live broadcast 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 Peer (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, Dongfang Selection's official Douyin account postedFrom now on, third-party store products (except fresh fruits) purchased in the Dongfang Selection and "Walking with Hui" Douyin live broadcast room can enjoy a 7-day price guarantee for food and a 15-day price guarantee 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 KOL 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. ** Guangming.com, China Economic Net, The Paper, "Walking with Hui" Douyin account, China ** newspaper
Editor-in-charge: Zhai YujingDuty Editor: Wang YanReviewed by Dou HuaiguoSchool in charge: Zhang Min
