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** Financial gossip
Author of Financial Gossip
After a month, it was finally time to verify Dong Yuhui's personal ability and business value.
At 7 o'clock last night, Dong Yuhui's new "Walking with Hui" was officially launched. In less than 10 seconds after the broadcast, the live broadcast room received the first "100,000+"* 1 minute after the broadcast, and the number of likes surpassed that of "Oriental Selection" to more than 4 million.
Source: Live broadcast room with Hui.
With it, there are also Douyin gifts such as "Carnival" and "1314" that pop up intensively in front of the screen, and there are countless other small gifts. Dong Yuhui, who returned, received a bombardment of gifts from the "mother-in-law" as soon as possible.
In the end, within 3 hours of broadcasting, the sales volume of the live broadcast room exceeded 1500 million yuan, far ahead of its peers with an absolute advantage.
However, when we talk about these, perhaps many people still only regard Dong Yuhui as a head anchor with goods, but they don't realize that Dong Yuhui, who was born out of nowhere, has already become an "epoch-making" figure in the entire live broadcast e-commerce circle.
To see this, all we need is time.
It must not be confused, not blindly followed, not following the crowd, and must be different.
To give a simple example, when everyone was filling in the lyrics and covering foreign tunes and indulging in R&B**, Jay Chou's song "East Wind Breaking" came out, completely opening up a new Chinese style road, and shouted the sentence "Chinese ** is the most hanging";
When everyone was studying the script, figuring out the jokes, and even making efforts in the next three ways, Stephen Chow redefined comedy with a "nonsensical style" and single-handedly improved the overall level of the entire comedy film industry.
It's not that everyone else is going in the wrong direction, but "epoch-making" characters are often able to take a whole new path and create a new genre.
The same is true for Dong Yuhui.
In the era of the four kings of live broadcast e-commerce before Dong Yuhui's appearance, the core orientation of the entire industry is still based on "low price", link up! "Buy, buy, buy" has become the mantra of the anchors, and the head anchors also show an underlying logic of taking their own image as a benchmark for consumer goods, even the industry's top anchor Li Jiaqi and others are not immune.
The reason is nothing more than that in the early and middle stages of the industry, "commodities" are placed at the core of the entire transaction chain, and what the live broadcast room does is only to move the offline transaction logic to the online, and make efforts from the perspectives of "low price", "user psychology", and "consumer goods benchmarking".
But when Dong Yuhui exploded on June 9, 2022, the logic of the entire industry quietly turned.
The beginning of everything was just because thousands of netizens poured into the live broadcast room that day but no one placed an order, Dong Yuhui simply no longer explained the goods, but chatted with the audience.
Source: Oriental Selection Live Room.
From astronomy and geography to English bilingual, from poetry and poetry to philosophy of life, the public's focus has shifted from the material world to the spiritual level.
At this time, everyone knew that it turned out that the live broadcast did not necessarily mean "buy it, buy it, buy it", so of course, Dong Yuhui was completely popular and saved Dongfang Selection from fire and water.
Since then, "content delivery" has also become a new benchmark in the live broadcast e-commerce industry.
Dong Yuhui single-handedly changed the underlying logic of the entire live broadcast and walked out of a new path that is different from everyone.
In order to become an "epoch-making" level figure, it is not enough to "go off the beaten path", and the "new genre" that comes out must also have enough achievements and crushing the lead.
If it is put in martial arts**, it is probably necessary to have the qualification of "opening a sect".
Just like Jay Chou's status today, it is not only because he has created a new Chinese style, but also because the achievements of the new Chinese style are unprecedented and unprecedented.
To put it in one word: faulty lead.
In the past, although Dong Yuhui led the explosion of Oriental Selection, to a certain extent, the popular Dong Yuhui was also protected by Oriental Selection.
With the support of Yu Minhong and the behind-the-scenes team, the overall "cultural person live broadcast" atmosphere in the Dongfang Selection live broadcast room helped Dong Yuhui to a higher level.
Although Dongfang Selection, which had Dong Yuhui at that time, had amazing sales, on the one hand, it was still at the same level as other head anchors and did not open a gap; On the other hand, whether the results of Dongfang Selection are only due to Dong Yuhui or from the overall team remains to be discussed.
It just so happened that after experiencing the "small composition" incident, Dong Yuhui set up his own portal, and the Mantian Network** also brought him great popularity, and finally had specific quantifiable data today.
Last night's new account returned to the debut, Dong Yuhui occupied several Weibo hot searches, nearly 1.3 billion likes, GMV exceeded 100 million, and the number of fans exceeded 3 million, and even the whole live broadcast until the end, the number of ** people in the live broadcast room of "Walking with Hui" has never been less than 100,000+.
As a new account that has only been established for 15 days, this is enough to prove the gold content of Dong Yuhui's super-head anchor.
What's even more shocking is that at around 7:50 last night, the live broadcast room was still singing and warming, and it did not officially bring goods, so it directly rushed to the first place on the Douyin list with sales of more than 14 million, opening up the second place about 4 times the gap.
This was also described by netizens as: "As soon as I just warmed up, the gold medal was in hand".
The "content live broadcast" created by Dong Yuhui has long had the ability to crush most of its peers.
When a person can meet the above two points of "creating a new genre" and "achieving a faulty lead" at the same time, then he already has the core characteristics of becoming an "epoch-making" person:It has a certain symbolic and iconic meaning
Still taking Jay Chou as an example, Jay Chou has become an iconic figure in the Chinese music scene and even the world music scene, and the "new Chinese style" created by him has swept at home and abroad, directly leading the Chinese language ** to another height.
The same is true for Dong Yuhui.
If you understand the live broadcast e-commerce industry, you will find an obvious characteristic, that is, among all the over-the-top anchors, including Li Jiaqi, Crazy Brother Yang, etcDong Yuhui is the only anchor who does not rely on low prices to become "overhead", and there is no one.
And the reason why he succeeded depended onImmediate intellectual gratification, emotional value provided, and resonance with the masses
In the past, the core point of the anchors with goods was to focus on "goods", explain what they sell, and even need the so-called "lowest price on the whole network" to maintain sales.
Even if some head anchors are committed to creating personal IPs, they often need to use publicity outside the live broadcast room, such as competing with Ma Yun to bring goods, "farmer's son" character design, variety show boost, etc.
Source: Live broadcast room with Hui.
But Dong Yuhui is popular today, relying on the golden sentences that are frequently out of the circle, the natural on-the-spot reaction in the live broadcast room, and even the emotional output and talent display related to poetry and songs, but it is rarely related to goods with goods.
Because of this, Dong Yuhui and other super-head anchors are divided into two categories by the audience: "cultural people" and "businessmen".
In other words, Dong Yuhui single-handedly reversed the "display-type" logic of bringing goods in the past, which was the core of "low price" and "goods", shifted the public's focus from "goods" to "people", and realized the leap from "material" to "spiritual".
Since then, many anchors have also begun to learn Dong Yuhui's model, and Dong Yuhui has become one of the most symbolic figures in the live broadcast e-commerce industry.
No one could have imagined that Dong Yuhui had set aside a sum from the logic of "selling goods", but it created the most successful blank space in today's "content live broadcast".
At this point, Dong Yuhui, who has opened the genre of "content live broadcast", is leading in the fault of data with goods, and is of landmark significance in the entire industry history, is not worthy of being called an "epoch-making" figure?