On January 30, Dong Yuhui and his "Walking with Hui" live broadcast room officially brought cosmetics.
On the 30th, the daytime broadcast was launched, and 17 cosmetics SPUs were put on the shelves in the "Walking with Hui" live broadcast room, including Avène, L'Oreal Paris, Estee Lauder, CER**e CeraVe, OLAY, Kiehl's, Armani and other brand products, from cleanser, water milk, foundation to perfume fragrance, there are many categories on sale, and the product** is up to 1150 yuan.
As early as the day before the broadcast, the "Walk with Hui" account released a live broadcast preview on January 30**, and in the **comment area, the staff of "Walk with Hui" has revealed that the live broadcast contains "men's and women's skin care products, men's and women's perfumes" products.
Until the end of the all-day live broadcast, a total of 30 cosmetic SPUs were put on the shelves in the "Walking with Hui" live broadcast room, of which 23 were foreign brands, and only 7 were domestic brand SPUs, such as Youshiyan's foaming cleansing mousse, Pechoin's 5-piece set of water tenderness, etc.
According to the schedule of the "Walking with Hui" live broadcast room, Dong Yuhui was responsible for the 20:00-22:00 period that night. As early as before Dong Yuhui's arrival, there were continuous viewers who sent barrage messages hoping to listen to Dong Yuhui's explanation of cosmetics, and it is suspected that some staff in the live broadcast room responded with a barrage, "There are cosmetics such as L'Oreal and Kiehl's in the little yellow car, which have been priced, and you can buy them yourself." ”
Until 8 o'clock in the evening, Dong Yuhui appeared in the live broadcast room of "Walking with Hui" as scheduled. Although some viewers were looking forward to it, in the two hours of Dong Yuhui's live broadcast, he did not participate in explaining cosmetics, and only briefly explained a conditioner product of Bee Flower throughout the whole process.
Regarding the idea that some viewers wanted to explain cosmetics, Dong Yuhui said during the live broadcast that night, "Give me some more time." ”
"Walking with Hui" entered the game
Can it change the Douyin ecosystem?
There is no doubt that "Walking with Hui" is the hottest live broadcast room on Douyin today.
On January 9, 2024, the new account "Walking with Hui" with Dong Yuhui ushered in the live broadcast debut, and in less than a month, it has 14 million+ fans, and the average number of ** people per game in the past 30 days is close to 15 million, surpassing the 12 million selected by Dongfang and the 11 million of Crazy Brother Yang.
On January 30, when the first session of "Walking with Hui" brought cosmetics, the total number of ** people in the live broadcast room was closer to 28 million throughout the day, and the total sales of all goods in the audience exceeded 50 million yuan.
Previously, Dong Yuhui's fans "mother-in-law" repeatedly expressed the hope that he would bring cosmetics, Dong Yuhui admitted that he was not good at bringing cosmetics, saying that "I can't overcome my heart." ”
Subsequently, he said, "I wanted to do my best to eliminate public opinion (not to sell cosmetics), but in the end I found that I was outnumbered." I may have a veto power to cut down all the expensive ones. ”
It is understood that the main company of the live broadcast room with Hui (Beijing) Technology was established on December 22, 2023, with Dong Yuhui as the legal representative of the company, and the company's business scope includes cosmetics wholesale, cosmetics retail, etc.
Before the official delivery of cosmetics on January 30, the live broadcast room of "Walking with Hui" only tried to bring Dabao vitamin E milk, ginseng toothpaste, and Youyou shower gel, and first hair care essential oil, frog prince children's cream, Yumeijing children's cream and other products in the cosmetics category, and basically "stayed away" for functional skin care products, makeup fragrances and other products.
Yu Minhong, CEO of Oriental Selection, previously said: "Oriental Selection is not allowed to charge any pit fees. He said that because he had to praise the product because he took the pit fee, he could not really guarantee the quality of the product.
A person familiar with the matter told the beauty wave that the "Walking with Hui" live broadcast room also does not charge pit fees, it is a cooperation model that charges pure commissions, and the commission ratio is not low, close to 30%, and to go to the "Walking with Hui" live broadcast room, you may need to first pass the selection of products selected by Dongfang, and the ** chain is determined by Dongfang Selection.
After experiencing the "small composition" turmoil, Dong Yuhui changed from the anchor of Oriental Selection to the senior partner of Oriental Selection, the vice president of New Oriental Cultural Tourism Group, and Hui Walk (Beijing) Technology *** is still fully controlled by Oriental Selection.
In terms of account positioning and product differentiation, Dongfang Selection has said that "Walking with Hui" adheres to the original intention of agricultural products, and at the same time meets the original intention of everyone's daily necessities, and explores more possibilities in books, culture and tourism.
Different from the noisy and noisy live broadcast room, Dongfang Selection has always been "bringing goods with knowledge", and has gained a foothold in Douyin with the anchor's rich knowledge accumulation and outstanding expression, and the atmosphere of the live broadcast room is unique.
At present, the beauty products selected by the Oriental Selection team are basically converted through its "Oriental Selection Beautiful Life" live broadcast room, and the popularity and sales data of the live broadcast room are relatively average, and its sales are mostly supported by jewelry, clothing and accessories.
On January 24 this year, Oriental Selection released its interim results for the latest fiscal year, showing a year-on-year increase of 34At the same time, the growth of 4% suffered a net profit of 57A sharp decline of 4%.
Specifically, the total revenue of Dongfang Selection during the reporting period was 279.5 billion yuan, a year-on-year increase of 344%。With a steady increase in revenue but a significant increase in expenses, Dongfang Selection has fallen into a situation of "increasing revenue but not increasing profits" for the first time since the transformation of live broadcast e-commerce.
The commodity categories previously brought by the Oriental Selection Matrix are mainly food and beverage, fresh food, smart home, etc., from the data point of view, the data in the past 7 days shows that the GMV of the beauty category accounts for 67%, the beauty category is still showing an upward trend in the Douyin live broadcast, compared with the audience of Dongfang Selection, Dong Yuhui's fans "mother-in-law" seem to be more happy to see his cosmetics, and whether the beauty category with higher gross profit can become a weapon for "walking with Hui" and Dongfang Selection to break the situation of "increasing income but not increasing profits", this time bringing cosmetics may be an attempt to test the reaction. not only "give Dong Yuhui a little time", but also give fans a little time to accept.
It is understood that at the end of the live broadcast on January 30, the results of "Walking with Hui" for the first time did not exceed 5 million, and the product with the highest sales was 399 sets of L'Oreal Paris's Bosein Water Emulsion Combination, with SPU sales of more than one million.
It remains to be seen whether Dong Yuhui can successfully adapt to bringing cosmetics and successfully get a share of the Douyin beauty market.