Driven by the digital wave, live-streaming e-commerce has become a new harbor for consumers to obtain information and goods, and in this hot land, another bright new star is rising. On January 10, a news about the sales of the upstart "Walking with Hui" in the live broadcast industry far exceeded that of Dongfang Selection, like the morning breeze stirring the calm waters.
This is not only a victory for numbers, but also a victory for cultural ideas. Oriental Selection (1797.)HK) shares rose slightly in early trading on the same day, but compared with the glow of the new force of "Walking with Hui", it was slightly dimmed. Perhaps, this is the prelude to change.
The reason why "Walking with Hui" was able to lead the way with sales of more than 100 million yuan soon after the start of the broadcast is closely related to the profound cultural heritage and innovative live broadcast form behind it. Dong Yuhui, the legal representative, together with his team, not only showed a talent show in the live broadcast, but also used the power of culture to let the audience feel the beauty of life and the joy of the soul in the daily trivialities.
This combination of culture and business is in stark contrast to the live broadcast model of Oriental Selection. The data shows that the total number of fans of Dongfang Selection has declined in the past ten days, and sales have also declined slightly. This can't help but make people think: in the future of live e-commerce, should we pay more attention to the transmission of culture and emotional touch in addition to commodity sales?
The on-site support of Yu Minhong, the founder of New Oriental, has injected more positive energy into the development of "Walking with Hui". Although the previous "small composition" incident caused a storm, the result of turning the crisis into safety made the growth of this platform come ahead of schedule. What Yu Minhong sees is not only a digital game in the live broadcast room, but also an opportunity for cultural dissemination.
In this live broadcast, Dong Yuhui's declaration also indicates the future development direction of "Walking with Hui": adhere to the original intention of agricultural products and explore the possibilities of books, culture and tourism. This is not only a clear statement of the brand's positioning, but also shows the importance of cultural value and educational significance.
Perhaps, this is exactly what Dongfang Selection lacks. Debang** research report pointed out that in the process of transforming from live broadcast IP to platform, there are great business risks in Dongfang Selection. This point may be the key to the leapfrog development of "Walking with Hui".
In the Internet era, innovation and change are unavoidable topics for any enterprise. As an emerging industry, how to deliver more cultural value while pursuing economic benefits has become a question worthy of our deep consideration.
As Dong Yuhui said in the live broadcast, in the future, "Walking with Hui" will go out of the live broadcast room and let the audience see a broader world. This is not only the expansion of the physical space, but also the infinite extension of the spiritual world.
Let's wait and see how "Walking with Hui" will play a colorful movement of the new era in this symphony of live broadcast e-commerce and cultural communication.
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