Dong Yuhui responded to the pain of the shunt.
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Beijing News Shell Financial Reporter Zhao Fangyuan Editor Wang Jinyu Proofreader Liu Jun.
Live broadcast teaser promotion. Screenshot.
In less than a month, Dong Yuhui "set up another portal" and started business.
On the evening of January 9, Dong Yuhui's independent IP account and Hui walked together to start the live broadcast debut on Douyin. In the meantime, the team lineup was announced at the same time - Dong Yuhui led 7 anchors, and in addition to bringing the goods, they also presented a talent show.
In less than 4 hours, Dong Yuhui reappeared as a "top stream" to attract gold. That night, the sales volume of the live broadcast room exceeded 1500 million yuan. is about to go off the air, and the number of fans who walk with Hui has reached 70980,000, an increase of nearly 3 million compared with before the broadcast.
However, this live broadcast did not let the outside world see the dislocation development of Dong Yuhui and Dongfang Selection, as well as the envisioned shift to books, culture, and tourism. The Beijing News Shell Finance reporter noticed that the first broadcast products of Hehui are similar to the live broadcast room of Oriental Selection, and some of the selected products overlap and are consistent.
Also on this night, in the same ring, Dongfang Selection lost its luster in an instant. On the list of goods, he jumped to the first place with Hui, and Dongfang Selection ranked outside the top ten. From the perspective of the industry, under the ** selection of Dongfang, this move is to put the main station eggs in multiple channels to better meet the needs of fans with different preferences, which seems to be diluted, but in fact, the total amount is growing.
On January 9, in response to issues such as how to develop in dislocation with Hui and Dongfang Selection, as well as Dong Yuhui's autonomy in product selection, the Beijing News Shell Finance reporter interviewed the relevant person in charge of Dongfang Selection, but has not received a response as of press time.
On January 10, Oriental Selection opened slightly higher, as of 10:30 a.m., **254% at 30$25 shares.
Live broadcast on January 9. Screenshot.
Top stream gold absorption: a live broadcast sales broke 1500 million yuan.
At 7 p.m. on January 9th, Dong Yuhui wore a suit and led seven anchors with Hui to perform a talent show.
As expected, with the blessing of Dong Yuhui, within half an hour, the number of likes in the live broadcast room exceeded 100 million.
Shell financial reporters combed through and saw that in Dong Yuhui's team, Peng Peng was regarded by fans as the person who could catch Dong Yuhui's stalk the most, and he was also one of the more popular anchors. However, the number of Douyin followers is only 4290,000, which is far from the number of fans of other anchors such as Dunton and Mingming.
In addition, Pan Pan, Dong Yuhui's hometown and college classmate, joined Oriental Selection in November 2022. Dong Dong and Xiaoxiao are members of the start-up team selected by Dongfang, and Dong Dong began to mainly do behind the scenes, and his all-round experience is helpful to the operation of the account. Chuanxi, Hansen, and An An are newcomers.
Regarding the identity of the manager, 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 focus of management at that time was in the field of teaching and research. At present, there are more than 70 team members with Hui, and "the members of this new account are selected from Dongfang and selected from each department."
Shell financial reporters noticed that there were more than 180 products on the live broadcast room, mainly agricultural products, books and some New Year's cultural and creative products, and there were no self-operated products selected by Dongfang.
At 22:20, Dong Yuhui revealed in the live broadcast that the live broadcast had sold 1500 million. When it was broadcast at 22:55, the number of fans traveling with Hui had reached 70980,000, 416 before the broadcast90 thousand.
As early as mid-December 2023, in order to calm the turmoil of Oriental Selection's "small composition", Yu Minhong and Dong Yuhui, chairman and CEO of Oriental Selection, joined the live broadcast twice. Yu Minhong revealed that he will set up an independent studio for Dong Yuhui. This is an independent platform, an independent IP, and the income is included in Dongfang Selection, "If Yuhui leaves Dongfang Selection, the ownership of the account will belong to him." ”
At that time, Dong Yuhui had three new identities: "Senior Partner of Oriental Selection", "Cultural Assistant to the Chairman of New Oriental Education and Technology Group", and "Vice President of New Oriental Cultural Tourism Group".
According to the Qichacha app, Youhui Peer (Beijing) Technology was established on December 22, 2023, with a registered capital of 10 million yuan, and the legal representative is Dong Yuhui, Yu Minhong serves as a supervisor, and is also the beneficial owner, with 99% of the final beneficiary shares. On December 25, 2023, with Hui (Beijing) Technology *** new publication retail unit set up an administrative license, before that, the company also obtained a food business license, the license content is bulk food sales and pre-packaged food sales.
The selection coincides, and the Oriental selection is opposed?
An hour after the broadcast, Yu Minhong appeared in the live broadcast room and said that he had high hopes for walking with Hui.
The Shell Finance reporter noticed that in terms of product selection, the products premiered with Hui Peer this time are similar to the live broadcast room of Oriental Selection, and some of the overlapping products are the same. Previously, with Hui Peer released a trailer saying that the business characteristics of the live broadcast room are: agricultural products, various books, natural scenery, celebrity interviews, and cultural tourism.
At the same time that night, a total of 136 products were put on the shelves in the Dongfang Selection live broadcast room, but Dong Yuhui's popularity was obviously better. 10 minutes after the start of the broadcast, the number of people in the live broadcast room with Hui has exceeded 100,000+, and the live broadcast room won the first place in the "Hour List" and "Popularity List" on the Douyin platform. In contrast, after the Dongfang Selection live broadcast room did not have Dong Yuhui, the sales declined significantly. According to the data of Cicada Mother, on January 9, the cumulative sales of Dongfang Selection were 10 million to 25 million yuan, ranking outside the top 10 on the popularity list.
The day before the live broadcast with Hui, the official Douyin account of Oriental Selection posted that in order to continue to improve the customer service experience, third-party store goods (except fresh fruits) purchased in the Douyin live broadcast room of Dongfang Selection and Huihui in the future can also enjoy the insured service. The two live broadcast rooms will remain consistent for a long time.
In the live broadcast, Dong Yuhui described his peers with Hui as "the live broadcast room of Dongfang Selection to explore new businesses", "I am now a partner of Dongfang Selection, and I hope that both companies are good". However, with the gradual improvement of the same industry with Hui, Dongfang Selection will not face the pain of diversion caused by the independent operation of the head anchor.
Regarding the positioning of the new number, Dong Yuhui said that first of all, adhere to the original intention of agricultural products, and at the same time meet the needs of everyone's daily necessities, and explore the possibility of books, culture and tourism. "Before the Spring Festival, there will be a live broadcast about 5 days a week, mainly to sell agricultural products. "On the basis of maintaining the genes of Dongfang's selection of agricultural products, we may also carry out a series of cross-border cooperation with Hui in the future, involving interviews with leaders from all walks of life. ”
In addition, Yu Minhong revealed in the live broadcast that he had just returned from abroad to explore the possible "international trip" with Hui in the future. After the Lunar New Year, if you have enough time, you may take everyone "out".
Mature anchors "fly solo", and Oriental selection is diversifying.
Dong Yuhui revealed in the live broadcast room that in the nearly 20 days since the broadcast was suspended, he has not rested, and he has to face pressure such as rent and employees' wages every day when he wakes up. This also means that walking with Hui may be self-financing.
Zhang Shule, an Internet industry analyst, told the Shell Financial Reporter that Dong Yuhui will be more exposed on the new live broadcast and bring the original style to his peers. Later, Dongfang Selection itself slowly diluted Dong Yuhui's style, explored new models and supported new anchors, became an incubator for high-quality anchors, and "flew solo" after maturity. In fact, it is still the Oriental Selection Matrix, although it will take away some fans, but it can also form a diversified style.
Zhang Shule said that under the ** selection of Dongfang, this move is just to put the main station eggs in multiple channels to better meet the needs of fans with different preferences, which seems to be diluted, but in fact, the total amount is growing.
During the live broadcast, Yu Minhong once again mentioned the small composition turmoil and called it the company's "twists and turns". He said that if there are drops and obstacles in the riverbed, the water can flow faster, "and if it weren't for these twists and turns, maybe the time with Hui would not be as fast as it is now." It is because of such a process that the organizational structure has been adjusted, and it really makes me feel that what a company wants to do is to give everyone who can do the biggest platform. ”
In this regard, Zheng Zhigang, a professor of finance at the School of Finance of Renmin University of Chinese, told the Shell Finance reporter that in the Internet era, the special operation model of e-commerce live broadcast platforms makes it possible for consumers to participate in the corporate governance of a company as stakeholders. This makes the governance of an e-commerce live streaming platform extremely fragile and sensitive, and the possibility of a governance crisis is greatly increased.
Zheng Zhigang believes that in business practice, Dongfang Selection has gradually explored a business organization model that is conducive to the sustainable development of the business model of the e-commerce live broadcast platform. As the business model of e-commerce live broadcast platform matures, the establishment of holding subsidiaries for its important anchors will become an important business organization model for the expansion of the business scale of e-commerce live broadcast platforms in the future, and more and more e-commerce live broadcast platforms will set up holding subsidiaries for their excellent anchors.
Zheng Zhigang pointed out that with Hui (Beijing) Technology can rely on the logistics system and chain system established by Dongfang Selection to quickly carry out business, and there is no need to start anew. With the help of the accumulated reputation and existing platform of Oriental Selection, as one of the live broadcast channels of Oriental Selection, rather than a new platform, we can easily complete industrial and commercial registration, raise registered capital, and realize the seamless connection and natural transition between the new expansion business and the traditional business. As the legal representative, executive director and manager, Dong Yuhui can use the new platform to act more proactively and proactively.
Regarding the issue of profit distribution, which is most misunderstood by the public, through the establishment of a subsidiary, on the one hand, Dong Yuhui, who became the legal representative, executive director and manager, undoubtedly has a greater say in the bargaining with the parent company with 100% control in profit distribution; On the other hand, and more importantly, the shareholding structure can be dynamically adjusted."
Duty Editor Kang Xihee.