5 hot searches, 1.3 billion likes, 100 million GMVs, and 3.3 million followers, these achievements were all completed by Dong Yuhui's new account in the first live broadcast on January 9. The last time the live broadcast industry was so lively, maybe it was the return of the first brother Li Jiaqi, but this time it was a new account that was only established for 15 days. Almost a month ago, Dongfang Selection caused trouble to the original CEO "Dong Yuhui" because of the "small composition" incident. Later, Dong Yuhui opened the last live broadcast in Dongfang Selection and announced the establishment of his own studio. On the evening of January 9, on the new account "Walking with Hui", he and his team started the first live broadcast and launched 7 new anchors, which has a momentum of "doing a lot of work". 
Judging from the live broadcast that night, Dong Yuhui is in good condition as an anchor, and he is also ready to transform into a team manager. An example of this is that he mentioned that he is now anxious about paying his employees, and at the same time, he has repeatedly thanked his fans in the live broadcast room and operated and maintained the fan base. Dong Yuhui's influence is still there, but he faces more challenges - recommending books, celebrity interviews, cultural tourism, time and energy are difficult to balance, and the positioning of the new account is not yet clear. But one thing is very clear, Yu Minhong doesn't want Dongfang Selection to become an MCN company, he still tells the story of self-operated e-commerce, and he hopes that his capable anchors will open new accounts. "Whether it is Dong Yuhui or walking with Hui, the first task is to stabilize. An industry insider told Dingjiao that now is the time to test Dong Yuhui's commercial value, once the value is not as good as the outside world's expectations, the most damaged is not only Dongfang Selection, but also Dong Yuhui himself. 
Dong Yuhui's new number is not surprisingly popularIn a comment on the screen of "opening a good business", the "Walking with Hui" account just started broadcasting on the evening of January 9, and 100,000 people were ** at the same time. For the first live broadcast, "Walking with Hui" opened with seven "new face" anchors. The anchor Pan Pan and Dong Dong sang a song "Do You Want to Dance" by the New Pants Band, which heated up the atmosphere in the live broadcast room;Then, the anchor Chuanxi played the guitar and Hansen played the piano, showing a wave of talent;The anchor Peng Peng performed magic tricks with two ropes, telling the universe and life at the same timeFinally, anchors An An and Xiaoxiao warmed up the live broadcast with Peking Opera performances and English readings respectively. In between the performances of the anchors, Dong Yuhui acted as the host and emphasized the welfare of the live broadcast room. Zhou Ke, the person in charge of an MCN agency, analyzed that the first live broadcast is generally the most popular timeDong Yuhui's intention is obvious, to "bring people" instead of "bring goods". But the results of bringing people remain to be seen, fan Xiaobai joked that the performance of the anchors' "talent + golden sentences" feels like watching a company's final literary performance, like "7 little Dong Yuhui around 1 big Dong Yuhui". In the second half, Yu Minhong appeared on the stage, chatting with Dong Yuhui while bringing goods, and chatting about the next plan of the "Walk with Hui" account. 
It is reported that there are now more than 70 people in the "Walking with Hui" team, and they are basically employees who are shunted out of the "Oriental Selection" team. Before the Spring Festival, the team is preparing to broadcast live 5 days a week, mainly chatting and bringing goods, and after the Spring Festival, Dong Yuhui will plan to lead the anchor to go out on location and "international travel". "Don't care about sales, you need to care about culture", Yu Minhong set the tone for the "Walk with Hui" account. Compared with the restraint when it was hastily broadcast after the "small composition" incident, and the tragedy when he said "the person who is a confidant dies".Dong Yuhui regained his "sense of home" in this live broadcastNot only is the state back, but it has become more "mature". This sense of control, on the one hand, comes from the tacit understanding of the team in front of and behind the scenes, the anchor can naturally and easily throw stalks with Dong Yuhui, and the field control will remind the link in time behind the scenes that the filming has been completed and control the rhythm of the live broadcast;On the other hand, it comes from the changes in Dong Yuhui's mentality and role. Yu Minhong mentioned, "Yuhui used to only listen to the arrangement of the broadcast, but now not only arrange himself, but also arrange the team, and he has a sense of control than before." Xiaobai observed that Dong Yuhui was very relaxed throughout the live broadcast, his desire to express himself became stronger, and the product was basically sold short. She believes that compared with the previous style of selecting and bringing goods in the East, the biggest change for Dong Yuhui and the team is that they began to pay attention to the operation of fans, "Above board and upright, I have listened to the persuasion". Some "mother-in-law" (collectively referred to as Dong Yuhui's fans) said that "it turns out that you are also here" and "walking with Hui" are comments that mothers-in-law often brush up on Dong Yuhui's live broadcast. The choice of January 9 for the premiere is also a fan suggestion, because June 9, 2022 is the beginning of his popularity, and since then, the 9th has also become a festival for fans. At the end of the live broadcast, Dong Yuhui also specially said that he would no longer broadcast directly at the request of fans, but a short video. 
At the end of the live broadcast, there was a short video and a list of staff At the same time, during the live broadcast, the team specially thanked the fans, and made the fans' messages in the comment area into a comment wall, which was read by Yu Minhong and Dong Yuhui in the live broadcast room. Chen Ming, a veteran of live broadcast e-commerce, said"Focusing on the operation of fans, it shows that Dong Yuhui is closer to a professional anchorIt also means that he has a more mature mentality when he starts his business. In the end, the data in the live broadcast room is also announcing the return of Dong Yuhui's state. In the lively atmosphere, the gifts in the live broadcast room of the "Walk with Hui" account have basically not stopped, and as of the next broadcast, the number of "Walking with Hui"** has not been less than 100,000+, and the number of likes is nearly 1.3 billion. As of press time, the number of followers of the "Walking with Hui" account reached 7.42 million, an increase of 3.3 million from before the broadcast. On the night of the premiere of "Walking with Hui", the GMV reached 100 million+ yuan in 4 hours, and the peak number of viewers was about 1.64 million, while the Dongfang Selection live broadcast room sold about 2.55 million in 16 hours without Dong Yuhui, and the peak number of viewers was about 110,000. 
Walking with Hui" premiered GMV to break 100 million yuan, and the source of the new Douyin data
Walking with Hui, can you replicate the myth of Dong Yuhui?
The team of "Walking with Hui" belongs to standing on the shoulders of predecessors in terms of live broadcast rhythm, delivery skills, and field control ability, and it is not surprising that the first game is popular. Zhou Ke said that according to the rules of the industry, this kind of new account live broadcast is often the first data and performance "proofing", and the later anchor team and product selection ability are the key factors for whether the account can continue to be popular.
Judging from the selection of products, "Walking with Hui" is slightly lacking. In addition to not selling Dongfang Selection's own products, most of the rest of the products coincide with Dongfang Selection, with a slight advantage or even the same. For example, a 5kg fragrant rice in October rice field, "Walking with Hui" live broadcast room 359 yuan, the non-member price of Oriental Selection app is 369 yuan, some members posted the previous 31$9 for purchase**;Another example is Huiqi Fresh Gift Box, "Walking with Hui" and Oriental Selection Live Broadcast** are both 269 yuan. 
For the same product, the left is the "Walking with Hui" live broadcast room**, and the right is the Oriental Selection app**.
Such a selection is associated with a short lead time. "Walking with Hui" only has a total of 15 days from opening an account to opening a live broadcast, and it will be smoother to negotiate cooperation with brands that have cooperated before. Fixed focus found that before the honest bite was also one of the domestic pet brands that cooperated closely with Dongfang after selecting and developing the pet category, this time there were two ** products on the live broadcast room of "Walking with Hui", one of which was a new product released not long ago. Chen Ming analyzes that there are two core factors that affect user orders, the most important is Dong Yuhui himself, his endorsement effect is the most important, as long as Dong Yuhui appears in the live broadcast room to bring goods, someone will pay for the goods;The second is the **, quality, and brand of the product itself. But except for Dong Yuhui,The other 7 anchors of the anchor team are all non-popular anchors of the original Oriental Selection sub-account"Walking with Hui" Why did you choose these anchors?In fact, the 8 anchors of "Walking with Hui" cover three generations of "old, middle and young", and they have their own characteristics. Dong Dong, Xiaoxiao and Yuhui are veteran anchors who were there when Dongfang Selection was established, among which Dong Dong started to be behind the scenes, and his all-round experience helped the operation of the account. Xiaoxiao will tell her children English stories every night, and in the future, she will be able to make efforts in cultural books, watching world cultural tourism, and maternal and infant selection. Peng Peng and Pan Pan are mature anchors who joined after the fire of Dongfang Selection, Pan Pan is Yuhui's fellow countryman and undergraduate classmate, and he is quite familiar with Dong Yuhui and is known as his "black material excavator";And Peng Peng is regarded by fans as the person who can catch Dong Yuhui's terrier the most, and both of them can cooperate with Dong Yuhui. The last three are newcomers who have joined for a short time, talent and appearance coexist, An An has Peking Opera experience, Han Sen talks about piano, Chuanxi plays guitar, and there is more room to play during the live broadcast. 
The eight anchors of "Walking with Hui" have a view that the current fame of the new anchors is a little worse than that of the anchors such as Youyou and Dunton selected by Dongfang, but compared with the selection of large "involution" in Dongfang, there are more opportunities in "Walking with Hui". "Objectively speaking, they still need to explore their own characteristics in the future live broadcasts, but they have already got the 'ticket' in their professional careers." Zhou can be called. At the moment,The delivery mode and product selection category of "Walking with Hui" are similar to the main number of Oriental Selection, and have become one of the Oriental Selection Matrix numbers. And the differentiated positioning of the account is also a problem that Dong Yuhui needs to spend time thinking about. At present, the account is still in the cold start stage, and the tags and attributes of the account are not stable. Chen Ming pointed out that the team may want to use non-popular anchors to do tests to see how fans respond to the new account, and at the same time take on new categories and new brands through new anchors, and new anchors should also seize the opportunity to leave an impression on fans. The head anchor is not replicable, just as it is difficult for a beautiful wrist to run out of the second Li Jiaqi, it is also difficult for Dong Yuhui's team to copy the next Dong Yuhui. However, Yu Minhong does not need to copy Dong Yuhui, he once said that after the influence of other anchors under Dongfang Selection reaches a certain level, he will also open a separate live broadcast room for him as appropriate. This may be because Yu Minhong wants to say to the outside world that Dongfang Selection still wants to take the road of self-operated e-commerce, rather than the road of MCN. Zhou Ke said that the growth space of super IP is already very limited, and it is enough to stabilize the overall **. Absolute "big" is a kind of ability, and extreme "stability" is even more of an ability. 
The time has come to test Dong YuhuiIt can be said that it was not until the premiere of "Walking with Hui" was completed that the Dongfang Selection "Little Composition" incident really ushered in the finale. In addition to being promoted to senior partner of Oriental Selection, cultural assistant to the chairman of New Oriental Education and Technology Group, and vice president of New Oriental Cultural Tourism Group, Dong Yuhui currently has a new account and a cultural tourism business to be developed, which can be regarded as a new beginning. According to the enterprise investigation, the company behind the "Walk with Hui" account is Dong Yuhui of Hui Walk (Beijing) Technology *** Dong Yuhui is the legal person, executive director and manager;Yu Minhong served as a supervisor, with 99% of the ultimate beneficial shares, and the other 1% belonged to Yang Zhihui, the president of New Oriental Cultural Tourism Group. At the same time, the company is a wholly-owned subsidiary of Beijing New Oriental Xuncheng Network Technology, which is headed by Sun Dongxu, the former CEO of Oriental Selection, as the legal person, director and manager, and Yu Minhong as the chairman. This also corresponds to what Dong Yuhui announced in the circle of friendsWalking with Hui is a new account 100% controlled by Oriental SelectionYu Minhong revealed in the live broadcast that the income generated by the account was included in Dongfang SelectionBut if Dong Yuhui leaves Dongfang Selection, the ownership of the account will belong to Dong Yuhui. 
Yu Minhong's way of "settling" Dong Yuhui is currently a two-pronged strategy. Zhou Ke analyzed that for Dongfang Selection, Dong Yuhui not only cut off from Dongfang Selection, but also played a greater value, completing the "de-Dong Yuhui" while avoiding repeating the tragedy of Li Ziqi and Lang Gaixian. For Dong Yuhui, he has experienced the transformation from an anchor to an evangelist (cultural tourism) and a manager, and his career demands have been satisfied. However, after getting a relatively free space for development, Dong Yuhui and the future road with Hui are also full of challenges. Dong Yuhui's role has become more, he is an anchor, he needs to participate in the selection of products, and he also needs to manage the team. In the new year, in addition to the daily live broadcast, he will also have more time to interview writers, recommend books, and prepare for the "See the World" cultural tourism business. Among the many roles, how Dong Yuhui adapts, how to reasonably allocate time and energy, and whether his actions will be deformed due to changes in mentality are all unknown to him and his team. Even Dong Yuhui himself said during the live broadcast, "I couldn't sleep before because I didn't know where the direction was, and I was very confused;."I can't sleep now because I have to think about how to pay my employees as soon as I wake up, and I am under pressure. In addition, Dong Yuhui is also responsible for the promotion of cultural tourism. New Oriental's road to cultural tourism has been affected by high pricing and sales before, and the topic of "Dong Yuhui's fans were persuaded to retire when they entered the live broadcast room of cultural tourism" has also appeared on Weibo hot searches. At present, a total of 17 products have been launched in the Douyin store of New Oriental Cultural Tourism, with a minimum of 4798 yuan and a maximum of 2960 thousand.
There is a lot of room for development in the cultural tourism business, but the difficulty is equal to the tiger's mouth. "The competitors behind it are not only anchors, but also opponents such as local life, cultural tourism groups and OTA platforms. A travel industry analyst said. In the first live broadcast, Dong Yuhui's live broadcast room instantly poured too much traffic, which overlapped with the users in the Dongfang Selection live broadcast room, and there was no shortage of people who watched the excitementWhether the results of the premiere can be sustained, how to control the growth period of new anchors, and how to expand the user circle are also a major challenge. However, some industry insiders commented that Dong Yuhui is the only anchor who does not rely on the advantage of low prices to become overpowered, and his audience popularity, emotional value and immediacy knowledge satisfaction are his nirvana. And now, it is really time to verify Dong Yuhui's commercial value and personal ability. Chen Ming said.
Dong Yuhui's rebroadcast is not only the beginning of an account, but also a re-start of an IP. In the past, under the leadership of Yu Minhong, Dongfang Selection has made many attempts - self-built APP, the development of self-operated e-commerce and cultural tourism, and the live broadcast of Taotao, etc., "The light boat has crossed the Ten Thousand Mountains", Dong Yuhui mentioned this poem several times during the premiere, and he can't relax, and a tough battle belonging to him has begun.