Dong Yuhui, when he returns, he is the top stream
After putting aside the Dongfang selection anchor label, Dong Yuhui, who returned to the live broadcast room, is making every effort to create his personal IP.
It has been less than a month since the launch of the new account, and Dong Yuhui's traffic has already approached the "Douyin First Brother" - Crazy Brother Yang, and the development momentum is very rapid.
As of press time, Dong Yuhui's personal Douyin fans reached 242290,000, and the number of Douyin fans of "Walking with Hui" reached 141350,000; Crazy Brother Yang's Douyin fans reached 12.3 billion.
Walking with Hui Source: Douyin app
Crazy Brother Yang Source: Douyin app
Although Dong Yuhui's current fan base is far less than Xiao Yang's more than 100 million fans, he has great potential for development.
Thanks to the popularity of the previous selection in the East, Dong Yuhui's new account has completed the accumulation of more than 10 million fans in a short period of time, and its performance in bringing goods is also very outstanding.
On January 9, Walking with Hui was launched for the first time. In the end, Dong Yuhui ended with 1The result of 500 million yuan of goods brought was ranked first on the overall list of Douyin. A live broadcast increased by more than 3 million fans, and the number of fans reached more than 7 million the next day.
Dong Yuhui's premiere results reached the level of Brother Xiao Yang's live broadcast. Crazy Brother Yang held the first live broadcast of the "Crazy New Year's Festival" on January 20, and the transaction amount of this live broadcast exceeded 1500 million yuan.
On January 12, the number of fans of Walking with Hui exceeded 10 million. On the same day, he released a message with Hui that the broadcast would be suspended for one day because "there was nothing to sell". It is reported that between January 10 and January 19, the average daily GMV of Huihui almost exceeded 25 million yuan.
Just recently, famous writers Liang Xiaosheng, Cai Chongda, and Shi Zhanjun, editor-in-chief of "People's Literature", were guests in the "Walking with Hui" Douyin live broadcast room, and Dong Yuhui and Yu Minhong ** literature. Only one literary magazine was sold for the entire live broadcast.
Source: Live broadcast room with Hui.
In the end, this live broadcast sold 8260,000 sets, 9920,000 copies, with a turnover of 17.85 million and a sales volume of 19.83 million, breaking the record of the highest single book sales of 10 million in a single book sold in the Dongfang Selection live broadcast room.
From a New Oriental teacher to an anchor with goods, Dong Yuhui has now become a favorite in the live broadcast industry. Even well-known entrepreneurs such as Zhou Hongyi, the founder of 360, and Feng Lun, the entrepreneurial director of Minsheng Bank, have recently been looking for Dong Yuhui to learn about the Internet celebrity economy.
Although "Walking with Hui" is still under the umbrella of Oriental Selection, this is also the first time that Dong Yuhui has operated a live broadcast with a personal independent account. He still has a long way to go in realizing the value of his personal IP.
Brother Xiao Yang, the top stream who came out of the grassroots
If Dong Yuhui is the head anchor cultivated by the company, then Crazy Brother Yang first became the head anchor himself, and then he was able to establish the company and become the boss.
Starting from scratch and crawling around, Brother Xiao Yang has walked out of his own path on Douyin.
In the early days, Brother Xiao Yang mainly relied on funny** content such as interactive tricks to attract a large number of fans. In 2020, the number of fans has reached about 40 million.
But these 40 million fans did not bring a lot of benefits to Brother Yang. It is reported that at that time, the sales of many single products in a single live broadcast of Brother Xiao Yang were only more than 1,000 orders.
Later, with the "capital intervention", Brother Xiao Yang has made progress in the team, the first chain, etc., and he has gradually become handy in live broadcasting.
His reverse live broadcast style is even more frequently out of the circle. By testing the product in extreme ways, such as biting slippers with his mouth and testing garbage bags with buckets, Xiao Yang brought a hilarious but real live broadcast experience to the audience, thus further stimulating the audience to place orders and consume.
Brother Xiao Yang also created his own business model of live slicing, which not only fed a large number of ** editors, but also further expanded the volume of his account.
In 2022, the number of Xiao Yang's fans will exceed 100 million, becoming the person with the largest number of Douyin fans. Brother Xiao Yang's live streaming business is also slowly on the right track.
The Three Sheep Group he established has now become a top MCN institution in the industry, and it has signed a number of tens of millions of Internet celebrities to further build a live broadcast matrix.
At the same time, his business footprint is expanding. Tianyancha shows that as of now, Zhang Qingyang and Zhang Kaiyang (Crazy Brother Yang) jointly hold more than 50 Hefei leader culture media *** actual control enterprises.
Source: Tianyancha app
In addition, Xiao Yang selected the brand founded by Brother Xiao Yang, which mainly sells cost-effective daily necessities. After a year of development, the brand has sold 26.42 million units. Of these, 99 yuan drawstring garbage bags sell tens of millions of pieces, 9The 9 yuan dental floss sells millions of boxes.
Just recently, Brother Xiao Yang also successfully made the list of China's Top Ten People of the Year in 2023. However, Brother Yang, who seems to be beautiful now, is also facing new problems. In the past year, Brother Xiao Yang has been caught in ** turmoil many times.
On the eve of Double 11 last year, Brother Xiao Yang's live broadcast room was exposed to an insurance contract, and the amount of liquidated damages was 1 million yuan. Soon after, Xiao Yang's anchor "Yellow of Traffic Light" was named as a negative typical case, and Xiao Yang's live broadcast style was also questioned.
In terms of commodities, the beef rolls that Brother Xiao Yang brought before were accused of being incorrect; Xiao Yang Zhenxuan has also been ordered to rectify by the Municipal Supervision Bureau; Recently, Wang Hai, a professional anti-counterfeiter, released ** to fight the fake crazy Brother Yang again, saying that the latter brought 900,000 orders of fake Wuchang rice.
The wind and waves are hitting one after another, and the popular Xiao Yang is facing more and more severe tests.
Dong Yuhui is down, and Brother Xiao Yang is up
The new broadcast has sorted out and compared the relevant data of Dong Yuhui and Crazy Brother Yang since the start of the live broadcast in January.
In January this year, there were 18 single games in Dong Yuhui's live broadcast room with a peak popularity of more than 100,000, accounting for more than 64%. Among them, there are 10 games with a peak popularity of more than 500,000 and 1 game with a peak of 1 million.
Brother Xiao Yang's popularity peaked above 100,000, and the number of live broadcasts accounted for 9333%, of which the proportion of popularity peaks exceeding 500,000 has also reached 4667%。
At present, Brother Xiao Yang, as a first comer, has accumulated rich resources and a huge fan base on the Douyin platform, and has secured the position of the head anchor.
But Dong Yuhui's momentum is not small. Although Brother Xiao Yang's overall live broadcast popularity is very high, the stay in his live broadcast room seems to be relatively poor, and the average number of people per game in his live broadcast room is nearly 5 million less than Dong Yuhui.
Source: New broadcast***
At the same time, Dong Yuhui's fan cohesion and purchasing power are also better than Xiao Yang's. Dong Yuhui's fans also call themselves "mother-in-law" and "mother fans", most of whom are between 31-50 years old and have strong purchasing power.
According to ** statistics, Dong Yuhui's single fan contributed an average of 12 on the night of his premiere$5; And Brother Xiao Yang brought the goods for 8 hours on January 20, 1200 million fans contributed 200 million+ sales, and a single fan contributed 1$7.
As things stand, it's impossible to say which of these two will be the better one. First of all, Dong Yuhui has Dongfang Selection behind him, and Brother Xiao Yang also has three sheep as his backing, both of whom have the hard power of the head anchor.
Secondly, Dong Yuhui and Brother Xiao Yang's delivery models and audiences are very different. The public's preferences are diverse, some people like poetry and wine, some people prefer the hustle and bustle, and some people can enjoy the elegance and vulgarity. How many fans can be captured in the end depends on the skills of the anchor team.
It is worth noting that Brother Xiao Yang is in a multi-anchor matrix mode, with millions and tens of millions of Internet celebrity anchors, plus live broadcast patches, and now he has accumulated a lot of voice.
Correspondingly, Dong Yuhui is currently independently operating "Walking with Hui", although Dongfang Selection is also cultivating more new anchors, but compared with Brother Xiaoyang's direct absorption of Internet celebrity anchors, Dongfang Selection's reserve anchor force seems to be relatively weak.
Just when Dong Yuhui was in full swing with his new account, Dongfang Selection's traffic had declined significantly. If this situation continues, it will inevitably affect the overall strength.
Source: Gray Dolphin Data.
Again,From the perspective of bringing goods, Dong Yuhui and Brother Xiao Yang are going in different directions. It is reported that in the past month, the unit price of the live broadcast room with Hui is 50-100 yuan, while Brother Xiao Yang is 100-200 yuan.
According to the shareholders of Dongfang Selection, a large part of the products sold in the live broadcast room with Hui are brands with relatively low popularity and unit price, and insufficient supply capacity.
Although Brother Xiao Yang's live broadcast room has been synonymous with "low price" for a long time, Brother Xiao Yang is not willing to only do low prices forever.
Last year, Brother Yang's apprentice "Yellow of the Traffic Light" once brought the international luxury brand Yves Saint Laurent air cushion. Although the live broadcast with goods has been controversial, it is undeniable that "Xiao Yang Brothers" have begun to bring products with high customer unit prices and try to enter the high-end market.
It is understood that Brother Xiao Yang has recently increased his investment in alcohol, further increasing the unit price of customers in the live broadcast room. In the past month, Brother Xiaoyang's live broadcast room has contributed to the sales ranking, and Feitian Moutai, which is priced at 3199 yuan, ranks first.
Dong Yuhui and Brother Xiao Yang both help merchants bring goods, and the categories with the first contribution to GMV are food and beverage. According to statistics, this category of goods accounted for 46% of the total GMV in Dong Yuhui's live broadcast room19%, and the proportion of Crazy Brother Yang is 3891%。
The two top anchors may overlap to a certain extent in terms of product selection and audience, and may compete in traffic acquisition and supply negotiation in the future.
But the development trend of the two is not the sameOne down, one up, the competition between them is not necessarily a zero-sum game, but may also bring cooperation and common development between the two sides.
Previously, when Dong Yuhui was caught in the "small composition" turmoil, Brother Xiao Yang once said that Dong Yuhui is a talent among talents, who doesn't like it, and who doesn't love it, is an example for us to learn.
Learning from each other and making progress in the competition is the most ideal form of competition. And now in the face of Dong Yuhui's strong attack, Brother Xiao Yang also needs to take measures to strengthen the moat.
Author |Pandora.