On January 9, Dong Yuhui's independent live broadcast room "Walking with Hui" premiered on Douyin.
In just 4 hours, the audience exceeded 54 million people, and the product sales exceeded 1500 million yuan, and the number of likes exceeded 1.2 billion; At the same time, it topped the four major lists of Douyin popularity list, goods list, fan list, and number of likes.
Through the independent live broadcast room of "Walking with Hui", Dongfang Selection has transformed the public opinion and controversy caused by the "fan effect" into a revenue advantage; It also isolates the risk contradictions brought by the head anchor from the Oriental selection.
Cui Lili, executive director of the E-commerce Research Institute of Shanghai University of Finance and Economics, believes that "multi-matrix traffic operation is a better strategy for the operation of an enterprise group. Although it can't be like Simba, Three Sheep and so on, it is impossible to wrestle wrists in the form of internal horse racing, which seems to be a game competition, but in fact, the left and right hands are synchronous. ”
It is worth noting that the 189 products sold in the premiere of Dong Yuhui's "independent live broadcast room" are all from third-party merchants, and there is no self-operated product that Dongfang Selection previously declared that it attaches importance to. As for whether the live broadcast room of "Walking with Hui" will sell Dongfang Selection's self-operated products in the future, Dongfang Selection insiders responded to Jiupai Finance, "Stay tuned".
[1] "Walking with Hui" broke the Oriental selection record
At 19 o'clock on the evening of January 9th, "Walking with Hui" was launched, Dong Yuhui changed from an anchor to a "director", leading the anchors to show their talents in turn, and reviewed his journey in the past year or so by rewriting the lyrics. After the broadcast, the number of ** people instantly exceeded 100,000, and the peak once exceeded 3.8 million.
After the half-hour talent show, New Oriental founders Yu Minhong and Dong Yuhui started a conversation in the live broadcast room. During the conversation, Yu Minhong said that Dong Yuhui did not have such achievements because he stood on the shoulders of "giants" of New Oriental, but because of his diligence and connotation, so that individuals and platforms can "achieve each other".
Dong Yuhui, who has obtained new identities such as vice president of New Oriental Cultural Tourism Group and senior partner of Oriental Selection, once interrupted the conversation with Yu Minhong and took the initiative to recommend products. Netizens ridiculed that Dong Yuhui often talked about the past and often forgot to bring goods in the Dongfang Selection live broadcast room, but now he has changed from a worker to a boss, and his enthusiasm and initiative to bring goods are higher.
During the live broadcast, Dong Yuhui's fans also showed enthusiasm beyond the past. The reporter noticed that Daduoduo data showed that the conversion rate of goods in the live broadcast room of "Walking with Hui" was as high as 5%-10% that night, which was much higher than the average daily level of Dongfang Selection; The average stay time of users with a length of 6 minutes and 54 seconds was also much higher than that of the Dongfang Selection live broadcast room that night.
*|Daduoduo Data).
As the live stream comes to an end, 12The total number of likes of 400 million broke the record of the highest number of likes in a single live broadcast of Dong Yuhui's personal live broadcast; The number of followers of the "Walking with Hui" account is close to 7 million, nearly double the more than 3 million fans before the broadcast. Dong Yuhui revealed that the sales of this live broadcast have exceeded 1500 million yuan. In contrast, the sales volume of the Oriental Selection account on the day was only 10 million yuan to 25 million yuan, ranking 15th in the total list of goods.
Regarding the future planning of the "Walking with Hui" live broadcast room, Dong Yuhui said that before the Spring Festival, it will be broadcast live about 5 days a week, and after the Spring Festival, he will go out of the live broadcast room with Yu Minhong, and even consider going abroad for live broadcast. Previously, "Walking with Hui" also said in the update note of the Douyin platform that it is expected to open the daily live broadcast mode.
[2] Dongfang selected to "split" Dong Yuhui
Jiupai Finance noticed that there was no "Oriental Selection" logo on the background board of the "Walking with Hui" live broadcast room that day, which diluted the relevant traces, and there were no Oriental Selection's self-operated products among the products sold in the premiere. Formally, "Walking with Hui" has been separated from Oriental Selection, forming a pattern of keeping pace with each other.
In the early days after Dong Yuhui became popular, Dong Yuhui's avatar was once printed on the packaging bag of Dongfang Selection's products, and this "strong binding" also made Dongfang Selection's performance soar. However, in 2023, Dong Yuhui's appearance frequency in the Dongfang Selection live broadcast room will continue to decrease, and he will appear almost only at important event nodes. This has also led to speculation from the outside world that Dongfang Selection is "de-Dong Yuhui".
The speculation of the outside world is not groundless, after all, in recent years, the "solo flight" or "collapsed house" of the top Internet celebrity anchor has been a common risk faced by live broadcast e-commerce companies. Dongfang Selection has also emphasized that there is a conflict between the two models of Internet celebrity model and product route, and Dongfang Selection will insist on choosing the product route.
It wasn't until after the outbreak of the "small composition turmoil" that a large number of Dong Yuhui's fans poured into the live broadcast room of competitors such as Gaotu Jiapin for consumption, and many companies were rumored to want to "poach" Dong Yuhui. Finally, in the "Reconciliation Live" on December 18, Yu Minhong announced that Dong Yuhui would set up an independent studio and a new account.
Dong Yuhui also said, "Mr. Yu asked me to set up a new company so that I have more freedom and decision-making power, and I can do the cultural tourism and celebrity interviews I want to do." In the future, if I leave, I will be asked to take these things with me. ”
In the premiere with Hui, Yu Minhong also revealed, "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." Although there were some small turmoil before, judging from the results, it is better to have this twist and turn than nothing, which makes Yuhui have earlier time to do his own platform. ”
[3] Internal "horse racing" seeks new increments
Although from the outside world, Dong Yuhui's "walking with Hui" has a certain independence. However, from the perspective of equity structure, Youhui is still wholly owned by New Oriental.
Regarding the opening of Dong Yuhui's independent live broadcast room by Dongfang Selection, Cui Lili, executive director of the E-commerce Research Institute of Shanghai University of Finance and Economics, believes that "through multi-matrix operation, Dongfang Selection can adhere to its original positioning and focus on the first-chain products of its own brand." Walking with Hui is a new channel to try some more innovative models in product form and content form.
Source: Screenshot of the live broadcast room of "Walking with Hui").
In the live broadcast, Dong Yuhui also revealed that the "Walking with Hui" team currently has more than 70 people, but the manpower is still insufficient, and more possibilities in book culture, tourism, and cultural celebrity interviews will be explored in the future.
Previously, Dongfang Selection, a listed company that was constantly seeking increments, had successively launched a number of vertical matrix accounts, but it had never been able to reach the revenue scale of the main account. After developing ** live broadcast, Dongfang Selection's sales in ** in October last year are estimated to reach 70% of Douyin. After Dong Yuhui established an independent live broadcast room, the live broadcast frequency was increased from monthly to daily, which will bring a significant increase in Dongfang Selection's revenue.
The Debang ** research report also shows that the creation of KOL multi-level matrix is the direction of the steady operation of e-commerce platforms such as Dongfang Selection. The traffic of Dong Yuhui's live broadcast room will drive the growth of Dongfang's selection of new anchors. It is understood that the 7 new anchors who walked with Hui basically had about 100,000 fans before the broadcast, and in the live broadcast, he said that he arranged them to perform their talents, Dong Yuhui said, "I am selfish, and I want to let everyone remember every anchor through these programs." ”
Jiupai financial reporter Xia Wenqi
*: Jiupai News].
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