The account with Hui brought more than 100 million yuan yesterday, with more than 1.2 billion likes, and Dong Yuhui's exclusive live broadcast room was broadcast for the first time, and it ranked first on the overall list of Douyin. The last time he had such a high level of attention and the ability to bring goods in "seconds" was Li Jiaqi's return.
In this premiere, Hui did not disclose details such as account positioning, ** chain capabilities, and product resources. Although walking with Hui has the support of Dong Yuhui's super popularity, if he wants not to follow the old path of oriental selection, find his own positioning, and how to differentiate the layout, as a management, Dong Yuhui seems to have not figured it out.
The "mothers-in-law" frantically placed orders
After the Oriental Selection Small Essay Incident, New Oriental set up a personal studio for Dong Yuhui to walk with Hui. At 19 o'clock on January 9th, the broadcast with Hui started on time. Two minutes before the official opening, some fans kept tipping and left a message in the live broadcast room, "Don't turn off the tipping function, so that you can make people popular". At the opening, the number of ** people soared to 100,000+ instantly, ranking first on the platform's popularity list. With the carnival of the "mother-in-law" constantly throwing, Dong Yuhui entered in a black suit.
For the first time, the live broadcast room will conduct a round of ** every 20 minutes, and the prizes are the signed version of "The Right Bank of the Ergun River" that was sold out by Dong Yuhui and 888 yuan cash red envelopes. In the first three minutes of broadcasting, the number of likes exceeded 30 million. Within 5 minutes of the broadcast, the number of followers of the account with Hui increased from 41520,000 rose to 42020 thousand.
Today, the aisles on this floor are all crammed, and they are all flowers that I don't even know who sent them. Under the super high popularity, Dong Yuhui's positioning in the exclusive live broadcast room is slightly different from before, he is incarnated as a series host, and the studio anchor organizes a talent show.
In the premiere, the seven new anchors appeared one by one, and the chorus was interspersed with slices from time to time before Dong Yuhui. According to the live broadcast room, half an hour before the broadcast, there were nearly 2 million people at the peak**. Two hours after the start of the broadcast, the sales of the live broadcast room with Hui exceeded 100 million, and an anchor said that the sales exceeded 1 within 3 hours of the broadcast500 million yuan. The whole live broadcast lasted nearly four hours, with more than 54 million people, a peak popularity of more than 1.71 million, and 2.75 million new fans. As of press time, Walk with Hui has more than 7.5 million Douyin fans.
In comparison, under the ultra-high traffic of Dongfang Selection, which is with Hui, yesterday's data is relatively inferior. Dongfang Selection's live broadcast sales yesterday were between 10 million and 25 million, and the number of ** people was 15.45 million. In the past month, the average number of people per game selected by Dongfang was 25.56 million.
The elite soldiers will make a collective appearance
At 8 o'clock in the evening of the 9th, Yu Minhong also came to the live broadcast room with Hui, and after the Oriental selection of small essays, New Oriental set up a personal studio for Dong Yuhui to walk with Hui. "If there are no such twists and turns, even if you want to build this platform, you may have to wait for time, and sometimes you really need an opportunity. Yu Minhong said that the small composition turmoil was an opportunity for Dong Yuhui to do the platform in advance.
Previously, Dong Yuhui had publicly stated that the establishment of a personal studio does not mean leaving Dongfang Selection, the personal studio is 100% controlled by Dongfang Selection, and the independent studio will still insist on selling a large number of agricultural products, and at the same time, he can also have more freedom to do what he wants.
At present, he is no longer an ordinary anchor in Oriental Selection, but has been upgraded to a senior partner, and at the same time serves as the cultural assistant to the chairman of New Oriental Education and Technology Group, and also serves as the vice president of New Oriental Cultural Tourism Group. Dong Yuhui revealed that it was broadcast four or five days a week before the previous year, and he hoped to give speeches in more schools in the new year.
According to the information of the company behind the account of Youhui Peer (Beijing) Technology, the company was established in December 2023 with a registered capital of 10 million yuan, the legal representative, executive director and manager is Dong Yuhui, and the supervisor is Yu Minhong, which is wholly owned by Beijing New Oriental Xuncheng Network Technology. Recently, the company has set up an administrative license for the establishment of a new publication retail unit, which is licensed by the Propaganda Department of the Pinggu District Committee of the Communist Party of China in Beijing, which is valid until April 30, 2028. Not long ago, the company also obtained a food business license, which covers the sale of bulk food and the sale of pre-packaged food.
From the perspective of personnel, the anchors who appeared with Hui last night all showed their talents, and the performance form was similar to that of Dongfang Selection. Dong Yuhui said that the anchors of the new account are the elite soldiers screened by Yu Minhong and asked Dongfang to select each department, they are all very young, and they will continue to recruit personnel after the year in the rapid run-in.
Yu Minhong revealed that there are currently more than 70 team members with Hui, "although there have been certain twists and turns, we have also taken the opportunity to adjust the organizational structure of Dongfang Selection, accelerating the launch and landing of the new platform with Hui, and what the company needs to do is to show more capable people a stage." ”
Some netizens believe that the fame of the new anchors is indeed a big difference compared with the veteran anchors selected by Dongfang. Instead of selecting involution in the East, it is better to go with Hui to try to cultivate his popularity, which is also a rare opportunity in the workplace.
In addition, the trademark of Hui has been preemptively registered by many parties. The applicants include a display technology company in Beijing, a cultural communication company in Shaanxi, an information technology company in Shanghai, an education company in Shanghai and a number of natural persons.
The Oriental selection is still very colorful
The success of the premiere with Hui verified Dong Yuhui's strong personal appeal, and he was even able to divide part of the traffic of the "old club" Dongfang Selection. Thanks to the preference of the "mother-in-law", after Dong Yuhui appeared, the shopping cart began to self-service ordering, and there was a situation where the goods were sold short before they were explained.
Agricultural products and books are the key recommended commodities for Hui to walk with. The reporter noticed that some of the products on the shelves with Hui overlapped with Dongfang Selection, but there were no Dongfang Selection's own products. Last night, more than 180 shopping links were put on the live broadcast room, including fresh food, snacks, books, daily necessities, etc. In terms of some commodities with Hui peers, they are slightly lower than those of Oriental Selection, and most of the commodities are basically the same.
Before the start of the broadcast with Hui, Dongfang Selection also had new moves. On the afternoon of January 8, Dongfang Selection's official Weibo announced that all self-operated products will be insured for 7 days for food and 30 days for non-food products from the date of payment. In order to continue to improve the customer service experience, the insurance mechanism will be upgraded from now on. Third-party store goods (except fresh fruits) purchased in the Douyin live broadcast room of Dongfang Selection and Walking with Hui can also enjoy price insurance, which is 7 days for food and 15 days for non-food from the date of payment.
In the live broadcast debut, Yu Minhong and Dong Yuhui mentioned the cultural tourism business many times, from this point of view, cultural tourism will be a new direction with Hui, and it is also a key part of the layout of New Oriental's cultural tourism. The live broadcast room revealed that Walking with Hui will do exterior scenes and go out after the year.
However, New Oriental Cultural Tourism has been controversial because of its high pricing. Most of the projects do not include round-trip transportation, and many products are priced at more than 10,000 yuan. The lowest unit price is a 6-day and 5-night textbook exploration tour in Beijing, priced at 4,798 yuan, and more than 50 copies were sold. Among the 17 projects listed on Douyin by New Oriental Cultural Tourism, 8 projects have single-digit sales, and only 4 projects have sales of more than 100.
Dong Yuhui, who has taken on more responsibilities, also kept mentioning "pressure" in the live broadcast room. In the past, he could focus on sharing books, enlightening life, and recommending products, but now, "every day he wakes up thinking about paying so many people." After re-broadcasting in a new capacity, Dong Yuhui needs to quickly change roles, and his personal ability and commercial value will be put to a difficult test.
*: New Yellow River).