Douyin live broadcast in January, and Hui won the first place
Iron Douyin, the first brother of flowing water". In the past period of time, when talking about who is the first brother of Douyin live broadcast, the first person we think of seems to be the "crazy brother Yang" with more than 100 million fans. Today, the reality seems to have changed.
According to the data of the third-party platform, Whip Bull Bull counted and analyzed the GMV and sales of the anchor talents, and launched the Douyin live broadcast January talent list. The top three on this list are Walking with Hui, Mi Na Na, and Mr. Dong, with a total sales of 205.9 billion, accounting for 27 percent of the total sales on the list7%。
Douyin live broadcast of the list of January talents, source: whipping bulls.
Ranked first in the live broadcast room with Hui, with sales of more than 8 in January8.9 billion yuan, 1500 million。Crazy Brother Yang's ranking came to sixth, with sales of just over 500 million.
On the Douyin platform, Brother Xiao Yang is undoubtedly the first comer, accumulating a large number of fans and resources. In contrast, the Youhui Walk under the leadership of Dong Yuhui has just been established, and it will only start its premiere on January 9. As far as the delivery data is concerned, Dong Yuhui and Brother Xiao Yang,In the competition in the first month of the new year, Dong Yuhui seemed to have a slight advantage
At the beginning of the new year, Dong Yuhui has developed rapidly, and the market is obvious to all.
First of all, Dong Yuhui's personal appeal and influence are quite amazing. Up to now, the number of fans in the live broadcast room with Hui has reached 152770,000, starting from 0 to the accumulation of 10 million fans, is just a matter of more than a month. Brother Xiao Yang has more than 100 million fans on the Douyin platform, and in terms of the number of fans, Dong Yuhui is far inferior to Brother Xiao Yang, but he has great potential for development.
Walking with Hui, Crazy Brother Yang's account Source: Douyin.
In just one month, Dong Yuhui has also brought surprises to the market many times in terms of the performance of bringing goods. On January 9th, the live broadcast room with Hui opened its premiere, and Dong Yuhui started with 1The result of 500 million yuan of goods brought was ranked first on the overall list of Douyin. Later, because it was too popular, the live broadcast room was out of stock, and on the evening of the 11th, Dong Yuhui bluntly said that there was nothing to sell, so he had to stop broadcasting for a day.
Dong Yuhui, who became popular with knowledge and goods, is also handy in selling books. On January 23, Dong Yuhui brought "People's Literature", with a total sales of 8 in 4 hours260,000 sets, 9920,000 copies of publications, with a turnover of 17.85 million, broke the record of 10 million copies of a single book sold in the live broadcast room of Oriental Selection.
In Dong Yuhui's view, the development of the live broadcast room with Hui is also quite rapid. According to ** reports, 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 speedIn less than 20 days, sales reached 800 million
It is worth mentioning that on January 31, Dong Yuhui's live broadcast room ushered in a big coffee - Andy Lau, and 600,000 movie tickets were sold throughout the live broadcast, with a total transaction of nearly 12 million. I have to admit that in the first month of 2024, Dong Yuhui's ability to carry goods is indeed strong. However, in the next competition, it is still unknown who can be better between Dong Yuhui and Brother Xiao Yang.
Crises lurk, and Oriental selection should not be taken lightly
Observing the list, we can also find that three accounts under the Oriental Selection Company are on the list. Ranked first with Hui, ranked 4th in Oriental Selection, ranked 13th in Oriental Selection Beautiful Life, and reached 16 in total sales8.2 billion, accounting for 23% of the TOP20 list. Judging from the data, in January 2024, I have to say that Dongfang Selection has indeed achieved good results.
However, the oriental selection that seems to be beautiful is alsoNew problems are being faced
Recently, the live broadcast room with Hui fell intoCopywriting plagiarism storm。Bloggers with millions of fans posted ** that they plagiarized their own copywriting in the live broadcast room with Hui, and the content overlap reached 90%. In this regard, Dong Dong, the anchor who traveled with Hui, once said during the live broadcast that some teachers' works may be used when explaining art, but he has no intention of offending and is suspected of responding to plagiarism.
Although the anchor of this plagiarism controversy is not Dong Yuhui, the live broadcast room with Hui has achieved a "strong binding" with Dong Yuhui, and once there is any problem in the live broadcast room, the market spearhead will be directed at Dong Yuhui. Now, Dong Yuhui, as a manager, has encountered a new test.
Whether it counts plagiarism or not, there is no clear result at present, and there is no clear official response. However, being involved in the plagiarism storm will have a more or less negative impact on Dong Yuhui and his live broadcast team, who broke out of the new track with copywriting.
Beautiful copywriting and knowledge have become the labels of Dong Yuhui's live broadcast room, and they are also the core competitiveness that distinguishes them from other anchors. Once there is a problem with the copywriting,The character collapses, and the fans are disenchantedAnd so on, the consequences will be unimaginable. What's more, the last time the "small composition" of the Oriental Selection was in a uproar, it was also related to copywriting. This plagiarism storm also sounded the alarm for the live broadcast room.
Looking back at Oriental Selection, in January, the live broadcast room of Oriental Selection was dominated by the well-known counterfeiter Wang HaiCrack down on counterfeiting one after another。On January 19, Wang Hai claimed that the product "Tianqi prune juice" in the live broadcast room of Dongfang Selection was detected to contain laxative ingredients. It didn't take long for Wang Hai to post again that Dongfang Selection's self-operated brand "Wuchang Rice Daohuaxiang No. 2", which sold nearly 1.5 million orders, was not a real Daohuaxiang No. 2 variety.
Whether Wang Hai's crackdown on counterfeiting is successful or not, there is still no clear result. However, Dongfang Selection has repeatedly caused controversy in product quality, which will also make consumers interested in Dongfang SelectionTrust has been greatly reduced。After taking stock, we can find that the sentence of the tree is indeed true, and the pressure on Dongfang Selection has been not small, which is also quite a test of the management's crisis public relations ability.
Profitability is one of the important indicators to evaluate the operating performance of a company. On January 24, Oriental Selection announced its interim results for the 2024 fiscal year, with total revenue of 279.5 billion yuan, a year-on-year increase of 344% and net profit of 24.9 billion yuan, down 57 percent year-on-year4%。This financial report exposes Oriental Selection".Increase revenue but not profit".
At the same time, the performance of Oriental Selection in the capital market is not optimistic. From August 2023 to the present, the share price of Oriental SelectionThe overall trend is declining。On February 2, 2024, Hong Kong stocks**, Oriental Selection stock price**122%, closed 2425 Hong Kong dollars shares, the latest market value came to 22.7 billion yuan.
Oriental Selection Stock Price Source: **Tong.
The stock price continued to fall, and New Oriental and Yu Minhong could no longer "sit still" and began to take measures to boost market confidence. Recently, Oriental Selection and New Oriental jointly announced that New Oriental and Yu Minhong have each committed to purchase a total of HK$700 million worth of Oriental Selection shares on the Hong Kong Stock Exchange at market price. But whether this move is effective depends on market feedback.
The market is surging, the wind and waves are wave after wave, and the explosive Dong Yuhui and the Dongfang Selection behind him are facing more and more severe tests.
New trends are emerging in live streaming e-commerce
In 2024, live broadcast e-commerce will usher in a new development trend.
In 2023, Dong Yuhui, Xiaohongshu's Zhang Xiaohui, Dong Jie's eloquent live broadcast style will attract more consumers. In addition to explaining the products, these anchors also output more valuable content and established a deep link with consumers, such as Dong Yuhui to spread knowledge and Zhang Xiaohui to share insights on lifestyle and beauty. We can perceive, in 2024,Live e-commerce will further transform into a content-based one
In the past year, cross-border e-commerce has gained the limelight, and SHEIN, Temu, TikTok Shop and AliExpress have been called the "Four Little Dragons" of e-commerce going overseas by the market, attracting the attention of the market. The domestic e-commerce market is fiercely competitive, and it has gradually become an industry consensus to roll to low prices, roll to the first chain, and look for increments in overseas markets.
Kuaishou Simba's Xinxuan Group launched its international overseas plan in May last year, landing in Thailand for the first time, and said that it will also open special live broadcasts in Japan, Singapore, Malaysia and other places in the future. In January this year, Brother Xiaoyang's Three Sheep Group officially started its overseas delivery business, and the first stop was Singapore. Dongfang Selection also seems to be interested in cooperating with TikTok in terms of overseas ** chains. In 2024, there may be more live broadcast agenciesLayout to overseas marketsto earn money from foreigners.
There is a new trend in live broadcast e-commerce, and in the future, Dongfang Selection can only take advantage of the momentum by finding the right direction.
In general, a new year, a new beginning. For Dong Yuhui, walking with Hui is a new beginning, and it is a good thing that the live broadcast room will usher in a good start in 2024 and win the championship of bringing goods. But behind the controversy and turmoil, it also means that Dong Yuhui and his team still need to continue to work hard to innovate, so as to maintain their leading edge in the fierce market competition.
Author |Li Ying.