Dong Yuhui is becoming the biggest opponent in Dongfang Selection

Mondo Culture Updated on 2024-02-22

Dong Yuhui rebroadcast 6 hours after the year, with sales of 25 million

If you want to say that the most hotly searched Internet celebrity at the moment, Dong Yuhui undoubtedly occupies a place.

As soon as the news of Dong Yuhui's Spring Festival Gala was exposed, it quickly sparked heated discussions; Dong Yuhui was accused of a big battle when he went out, which attracted countless onlookers and discussions.

Internet traffic seems to have been on his toes. No, Dong Yuhui's first day of work after the New Year was sold out again.

On February 19, Dong Yuhui's live broadcast room with Hui opened its premiere after the New Year. After Dong Yuhui himself appeared, he and Hui quickly topped the list of goods on the Douyin platform.

Gray dolphin data shows thatThe live broadcast room with Hui has a cumulative increase of more than 120,000 fans on the same day, and the sales volume of goods is 25 million yuan and 50 million yuan. Most of the products on the shelves are third-party products, rather than Dongfang's self-operated products.

Source: Screenshot of the live broadcast with Hui.

In the live broadcast that night, Dong Yuhui responded to the Chinese New Year's Eve recording of CCTV programs that were criticized for the big battle, he said that the followers were CCTV program staff and local organization personnel, and they went alone, the original intention was to promote their hometown, and many people did not know the whole picture, so there was a misunderstanding.

At the same time, Dong Yuhui also shared with the audience a lot of New Year's observations, feelings and hometown customs, and set up a lively and interesting English class on the four traditional festivals that must be tested in the college entrance examination - Spring Festival, Lantern Festival, Dragon Boat Festival and Mid-Autumn Festival.

Up to now, Dong Yuhui's Douyin fans have reached 162170,000, and the number of fans of Dong Yuhui's personal account reached 246020,000, and the total number of fans of the two accounts reached 408190 thousand.

Walking with Hui ushered in a good start, but the situation in the live broadcast room of Dongfang Selection's main number does not seem to be so good. It is reported that the Oriental Selection has been on the air since the third day of the Lunar New Year.

Gray dolphin data shows that the average daily sales of Dongfang Selection during the Spring Festival holiday are only about 1 3 of normal working days. While sales are sluggish, the number of followers is also declining at a rate of about 10,000 per day.

At present, the number of Douyin fans of Dongfang Selection's main account is 30.98 million. According to statistics, in the past 30 days, there have been more than 3.12 million new followers on the account of Hui Walk. The main account of Oriental Selection lost nearly 250,000 fans.

Source: Gray Dolphin Data.

On February 19, Dong Yuhui's live broadcast attracted nearly 19 million viewers, and when the broadcast was about to end, the number of people in the live broadcast room with Hui was stable at more than 100,000. On the same day, the number of people in the Dongfang Selection live broadcast room was only 6 million, and the number of people was sometimes less than 10,000.

The live broadcast sales on the day of Dongfang Selection were 7.5 million yuan and 10 million yuan, and the number of fans dropped in a single day was 120,000, the scale of powder loss hit a new high in February.

Dong Yuhui and Dongfang Selection's current embarrassing situation is not unexpected.

To a certain extent, Dong Yuhui is the "pillar" of Dongfang Selection, and Dongfang Selection is on the road of live broadcasting, not to mention the help of Dong Yuhui's mother-in-law fans.

But Dongfang Selection obviously doesn't want to rely on personal IP all the time. At the end of last year, after the "small composition" incident was exposed, Yu Minhong took advantage of the situation to let Dongfang Selection and Dong Yuhui complete the "separation" in the physical sense.

On January 9, 2024, Dong Yuhui's new account "Walking with Hui" will be launched, and it will be launched with 1The result of 500 million yuan of goods brought was ranked first on the overall list of Douyin.

On January 28, Dong Yuhui spoke at the site of the team building with Hui, saying that the company was established for a very short time, and it was just assembled on the high speed, and the sales volume was as high as 800 million in less than 20 days.

The number of fans and sales have skyrocketed, and Dong Yuhui's peers with Hui have crushed a lot of competitors in a month, including Dongfang Selection.

But in fact, Walk with Hui and Dongfang Selection are still a family, and the income and profits of Walk with Hui will be 100% merged into Dongfang Selection.

Yu Minhong's toss of "de-Dongning" made Dongfang Selection more dependent on Dong Yuhui.

The high-profile Dong Yuhui and Oriental Selection

Dong Yuhui revealed in a recent live broadcast that he only enjoyed a simple meal at home during the Spring Festival.

As a hot figure on the whole network, Dong Yuhui's words and deeds have attracted much attention. In this regard, Dong Yuhui admitted frankly that this kind of attention has seriously interfered with the normal life of him and his family.

The Internet celebrity economy eats the dividends of traffic, and it is difficult to avoid the backlash of traffic. Even a Dong Yuhui went out to follow many **, which can cause a group of netizens to question "Is Dong Yuhui floating".

It's not just Dong Yuhui,Dongfang Selection has recently fallen into a series of crises. On February 19, Wang Hai, a well-known anti-counterfeiter, broke the news that Dongfang Selection sold 6.95 million orders of self-operated Ecuadorian white shrimp, concealing the addition and excessive use of shrimp medicine (preservative, bleach) sodium metabisulfite.

Source: Screenshot of @王海微博**.

Subsequently, the official customer service staff of Dongfang Selection responded that for the batch sent by an anchor for inspection, Dongfang Selection also carried out testing, and the results of the inspection were in line with the requirements of national standards. Dongfang Selection will test the products every month, and the products will also be tested through the customs.

Affected by the "whistleblower door" incident, on February 19, the stock price of Hong Kong shareholders opened sharply lower, and the opening price fell by -648%。As of the end of the day**, the share price of Oriental Selection fell by -53%。

Subsequently, Dongfang Selection said that it had called the police. The topic of Oriental Selection Police appeared on the hot search in one fell swoop.

On February 20, Wang Hai responded, "Dongfang selected himself to detect sulfur dioxide residues, and he went to report the fake case knowing that shrimp medicine was used." He also stressed: "This nature is very bad, and the false report is an outright ** act." ”

After that, he also responded publicly and has not received ** contact yet.

It is not the first time that Wang Hai has cracked down on fake Oriental selection. In January this year, Wang Hai successively cracked down on fake Dongfang selection Wuchang rice and tiq Tianqi prune juice. At present, TIQ Tianqi prune juice has been removed from the shelves by Oriental Selection.

Judging from the current situation, the controversy over Dongfang's selection of some products has not subsided.

And in this series of turmoil, Dong Yuhui also "lay down" one after another. As the handle of Dongfang's selection with goods, Dong Yuhui brought fire to Wuchang rice and other explosive products, and once these products went wrong, Dong Yuhui was the first person to be "held accountable" by netizens.

Wang Hai also mentioned in the selection of South American white shrimp in the fight against counterfeiting in the East, "Dong Yuhui emphasized in the live broadcast room that the ingredients are only shrimp, water and salt. ”

In the final analysis, Dongfang Selection and Dong Yuhui are still closely related to each other's community of interests, and with the increase in popularity and influence, they will inevitably attract more attention.

There are good and bad things about this kind of attention, but the key is whether Dongfang Selection and Dong Yuhui can effectively deal with the negative**.

For the live streaming industry, doubts about products are often accompanied by the Internet, snowballing and getting bigger and bigger. In the long run, it will lead to a greater crisis of trust for companies and anchors.

What's more, now that Dongfang Selection, which has just left Dong Yuhui's big anchor traffic, it is urgent to seek new growth, and the pressure at this time is inevitably worse.

It is worth noting thatDong Yuhui's products brought in the live broadcast room with Hui are basically not self-operated products selected by Dongfang. Some netizens speculated that this was to avoid a collision between the two companies with goods, so as to reduce the pressure of internal competition.

Dongfang Selection attaches great importance to the construction and development of self-operated products, and has repeatedly emphasized that it is an excellent product and technology company with continuous provision of self-operated agricultural products as its core products.

However,Since the launch of Dong Yuhui's new account, the live broadcast room of Dongfang Selection's main account is obviously in a weak position, which will inevitably weaken the development advantages of the company's self-operated products to a certain extent.

Walking with Hui and Dongfang Selection, Yu Minhong idealized two-wheel drive, but the reality is an acceleration and a deceleration.

Yu Minhong's entry and breaking

At the end of the era of education and training, Yu Minhong led a group of teachers to break into the live broadcast industry, and Dongfang Selection came into being.

But this time it was not easy to start a business from scratch.

It is reported that Yu Minhong took Sun Dongxu, Dong Yuhui, and Yoyo to start the first live broadcast, and in the end only gained 20,000 fans, sold 4 million yuan in 4 hours, and even half of them were bought by people from New Oriental.

In June 2022, Dong Yuhui's live broadcast exploded out of the circle, and Dongfang Selection finally ushered in a turnaround.

Source: Screenshot of Dongfang Selection's live broadcast on June 10, 2022.

In 2023, Dongfang Selection will walk in**, go out of Douyin, and open its own APPStep by step, it has become the industry's leading live streaming company.

The rapid development of Dongfang Selection once attracted the attention of the market. However, after rapid development, today's Oriental Selection has entered a "cooling-off period" of growth.

With the first expenditure of various expenses, the performance of Oriental Selection "increased revenue but not profit". For the six months ended November 30, 2023, the company's revenue increased by 34% year-over-year4%, but net profit fell 574%。

In this regard, Yu Minhong's attitude is,"Hurry things and do them slowly, and do them steadily. ”He advised shareholders to follow Dongfang's selection and be a little patient.

At the same time, for Dongfang Selection and Walking with Hui, Yu Minhong also said that from the perspective of sales, although the daily traffic of Dongfang Selection is not as high as that of Hui, the sales of Dongfang Selection are relatively stable, so it has not been greatly affected in sales.

In his opinion, "even if there will be a little friction when Dongfang Selection and Hui's peers communicate with each other, this is too normal in the company's operation." Every time something happens, it's actually taking your career to a higher level. With such a platform (with Hui), I believe that Dongfang Selection will only get better and better. ”

For Yu Minhong, it is more important to go faster than to go fast. He wants to grasp both the product economy and the traffic economy, but now that his self-operated products are frequently questioned, and the traffic in the main live broadcast room is bleak, Yu Minhong's product economy is facing a severe test.

It is not an easy thing for Dongfang Selection to truly walk on two legs.

Recently, Dongfang Selection has frequently exposed new moves, such as entering the first number, opening a self-operated clothing number, testing the water hours, etc., it is foreseeable that Yu Minhong still has a follow-up move.

As he said, follow the selection of the East, and be a little patient. But more importantly, Yu Minhong should not disappoint consumers, because even the most enduring patience will eventually run out.

Author |Pandora.

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