Nearly 1.3 billion likes, at the same time, the number of ** people is as high as 2 million, and the goods are over 100 million yuan.
For Dongfang Selection and Yu Minhong, this may be a mixed result.
On the one hand, Dongfang Selection has successfully incubated new high-traffic IPs in addition to the main account, and the so-called product route and Internet celebrity route have achieved coexistenceBut on the other hand, the birth of "Walking with Hui" itself is the product of Dongfang Selection's removal of Dong Yuhui, and the more outstanding its flow and ability to carry goods, it does not rule out the possibility of fighting with Dongfang Selection's business and eliminating the other's strengths.
It is worth noting that Dong Yuhui's new platform "Walking with Hui" does not use Dongfang Selection's own business, but selects third-party products, and Dongfang Selection's move may be to avoid the interference of self-operated business by new variables.
I would like to thank the team for giving me a chance to be a director. On the evening of 19:00 on the 9th, Dong Yuhui appeared on time in the "Walking with Hui" Douyin live broadcast room. This is the first broadcast of "Walking with Hui" half a month after its establishment. At this time, Dong Yuhui is not only an anchor, but also has multiple identities such as "Oriental Selection Senior Partner", Cultural Assistant to the Chairman of New Oriental Education and Technology Group, and Vice President of New Oriental Cultural Tourism Group.
Before the official live broadcast, Dong Yuhui first led the anchor team to contribute a number of sets of talent shows. In addition to thanking everyone for their attention, it also reflects the advantages and temperament of the anchors, so that everyone can remember every young person in the live broadcast room. Dong Yuhui said.
In addition to Dong Yuhui and Yu Minhong, the anchors who appeared in the "Walking with Hui" Douyin live broadcast room that night also included Dong Dong, Xiaoxiao, Hansen, An An, Peng Peng, Panpan, Chuanxi and other new anchors.
According to Dong Yuhui revealed in the circle of friends, "Walking with Hui is the name taken by Mr. Yu, I am very grateful, and the new company is 100% controlled, and the anchors and behind-the-scenes personnel are also arranged by Mr. Yu to deploy the parent company." ”
In terms of categories, the products sold in the windows of the "Walking with Hui" live broadcast room are similar to those sold in the Dongfang Selection live broadcast room, including meat and aquatic products, fruits, snacks and nuts, dairy products, daily necessities, good book recommendations, etc.;However, unlike Dongfang Selection, which has a large number of self-operated products in the live broadcast room, the products in the "Walking with Hui" live broadcast room are all products from third-party stores, and there are no self-operated products from Dongfang Selection.
Walking with Hui" live broadcast room anchor lineup.
Dong Yuhui** "Walking with Hui".
According to Tianyancha, Youhui was established in December 2023 with a registered capital of 10 million yuan, the legal representative, executive director and manager is Dong Yuhui, and the supervisor is Yu Minhong, which is wholly owned by Beijing New Oriental Xuncheng Network Technology, and its business scope includes books, magazines, newspapers, bulk food, pre-packaged food sales, etc.
Dong Yuhui revealed in the live broadcast that there are currently more than 70 people in the "Walking with Hui" team, covering anchors, behind-the-scenes operations, photography and other teams. As the person in charge of "Walking with Hui", Dong Yuhui will be responsible for the construction of the new team, anchor management, product selection and other work.
Regarding the development direction of the team, Dong Yuhui revealed, "Under the leadership of Mr. Yu, the company will adhere to the original intention of agricultural products, meet the needs of everyone's daily necessities, and explore the possibilities of books, culture and tourism." ”
Regarding the frequency of the broadcast of "Walking with Hui", Dong Yuhui revealed, "Before the year, I tried to ensure the frequency of broadcasting 5 days a week, and after the year, I will take the team out to do live broadcasts such as cultural tourism." ”
Regarding the new direction that may be involved in the follow-up of "Walking with Hui", a person familiar with the matter told "Deep Web" that "the new company may also explore the field of knowledge payment in the future." ”
It should be pointed out that the promotional poster for the premiere of "Walking with Hui" has the logo of "Great Knowledge". According to public information, Dayouxue is a celebrity knowledge activity officially launched by Douyin, which joins hands with Yu Minhong, Mo Yan, Cai Guoqiang, Yang Liping, Dong Yuhui and other celebrities and scholars in various fields, as well as Shi Yigong, Peng Kaiping and other experts to create "rewarding" value-added content.
According to the "Tech Planet" report, Douyin will test the **content payment service at the end of 2023, that is, users need to pay to unlock all the content when they are **partial** content on the platform.
Different from the previous short drama content payment, the paid ** content tested by Douyin this time is not limited to the category of short dramas, but also includes daily, knowledge, entertainment and other content, as long as it meets the requirements of the platform, short **content, or medium and long**, can be set to pay to watch.
In terms of knowledge, Dong Yuhui revealed in the live broadcast, "Next year, I will go to dozens of schools with Teacher Yu to give lectures to children." ”
Left and right hands fight each other
Among the three core elements of "people-goods-field" in live broadcasting, "Walking with Hui" is now not short of people (anchors) and fields (Douyin platform), the key is whether the "goods" (* chain) can build a relatively complete ** chain in the short term.
According to the observation of "Deep Web".At present, the small yellow car products in the Douyin live broadcast room of "Walking with Hui" are all third-party brands, and there are no self-operated products selected by Dongfang. This may mean that the first chain with Hui should be cut with Dongfang's self-operated products, and if you want to do agricultural products and other operations in the future, you need to establish your own ** chain.
Since the launch of the first self-operated product in April 2022, self-operated products have become the focus of Dongfang's selection operations. According to the financial report for the 2023 fiscal year, Dongfang Selection's net revenue is 4.5 billion yuan, and the total revenue of self-operated products exceeds 2.6 billion yuan, accounting for 58% of the revenue of self-operated products.
The construction of the Dongfang Selection ** chain and self-operated products is mainly led by the former CEO Sun Dongxu, and Yu Minhong also affirmed Sun Dongxu's ability and contribution in building the Dongfang Selection ** chain in the live broadcast.
After the incident, Sun Dongxu, who stepped down as the company's CEO and director, said in the live broadcast, "My current position in the company is to do what I can and be a part-time anchor." After no longer doing company management, I have plenty of time to carefully prepare the live broadcast content. ”
However, a person familiar with the matter told the "Deep Web"."Sun Dongxu has a good reputation in the B-end system such as merchants and chains, and he will also participate in the work of Oriental Selection Chain. ”
A detail worth paying attention to is that Dongfang Selection also mentioned "walking with Hui" in improving after-sales service.
On January 8, Dongfang Selection announced the upgrade of the insurance mechanism for self-operated products: from the date of payment, the price of food will be insured for 7 days, and the price of non-food products will be insured for 30 days. In addition, third-party store goods (except fresh fruits) purchased in the Dongfang Selection and "Walking with Hui" Douyin live broadcast room can enjoy the insured service: from the date of payment, food supports 7 days of price protection, and non-food products support 15 days of price protection.
The launch of "Walking with Hui" will inevitably cause a "siphon effect" of traffic in the live broadcast room of "Oriental Selection". Taking the live broadcast period of 8:00-10:00 p.m. as an example, when Dong Yuhui was broadcast in the Dongfang Selection live broadcast room in the past, most of the people were 100,000+, and when Dong Yuhui was "absent", the number of people in the Dongfang Selection Live Room was about 50,000 at the same time.
On the night of January 9th, the number of people in the live broadcast room of "Walking with Hui" was about 1.6 million to 2 million at the same time, with more than 1.2 billion likes, while the number of people in the live broadcast room of Dongfang Selection was about 50,000.
In terms of the number of fans, from the opening of the Douyin account of "Walking with Hui" on December 26, 2023 to the start of the broadcast on January 9, 2024, the fan account of "Walking with Hui" is about 4.2 million. As of 22:55 on the 9th, the fans of the "Walking with Hui" Douyin live broadcast room were 71110,000, more than 2.9 million ** fans a night.
Walk with Hui" and the number of people in the Dongfang Selection live broadcast room at the same time.
On the surface, the live broadcast rooms of "Oriental Selection" and "Walking with Hui" already have the meaning of "internal horse racing". However, because "Walking with Hui" is 100% controlled by Oriental Selection Company, this competition does not have much impact on the performance of Oriental Selection Company itself.
But opening an independent company for Dong Yuhui does not allow Dongfang Selection to be selected once and for all. In the case that the traffic of major platforms has peaked and the traffic of head anchors will be differentiated, Dongfang Selection is also facing traffic anxiety, and how to continuously divert traffic to the main account and vertical account matrix is also a problem that Dongfang Selection has to solve.