After selling "People's Literature" for nearly 18 million yuan in 4 hours, Dong Yuhui sold the pure literary magazine "Harvest" in the live broadcast room of "Walking with Hui".
In the meantime, Dong Yuhui and writers Yu Hua and Su Tong, the main programmer of "Harvest" Yongxin chatted about the "misunderstanding" in writing, Su Tong said that people like Dong Yuhui and Yu Hua are understood and sought after is a part, and being misunderstood and misinterpreted is also a part, and they must be accepted.
Figure Douyin @ Walking with Hui.
Just the day before, Dong Yuhui just responded to his deletion of Weibo in the live broadcast room, and he said at that time that he was constantly misunderstood, which was the helplessness of the expressor. It's just that after accepting it, he chose to "instinctively escape" and deleted all the Weibo messages, which is just a kind of "self-proof trace full of Ah Q-style spiritual victory method".
From Dong Yuhui's refusal to talk about the fermentation of underwear products to the emptying of the news and escape from Weibo, the "mother-in-law" shouted distressed, and the onlookers were a little confused: An anchor with goods, why don't you talk about the products you hang?
Taking it a step further, why is Dong Yuhui so tired of his "hot search physique"? Whether it's Dongfang Selection or walking with Hui, in the final analysis, isn't it the food of traffic to sell goods?
Can the anchor refuse to talk about the products in the shopping cart?
I'm going to log out of this platform tomorrow. "I'm just naturally disgusted with hot searches. ”
During the live broadcast on February 26, Dong Yuhui, who had a "melon-eating" expression, asked "What's wrong" before he knew that he was on the hot search on Weibo again, and then said these words.
The next day, he really emptied the Weibo message. As for not logging out, his consideration is not to make room for fake numbers.
The reason for the incident was that when Dong Yuhui was live a few days ago, underwear was on the shelves in the shopping cart in the live broadcast room, and he refused the "mother-in-law" in the comments several times, and said with a sad face, "I can't talk about this." "Don't embarrass people. ”
Even if someone says "don't talk about it, don't buy it", Dong Yuhui also made it clear that he can't talk about it, "if you don't buy it, don't buy it".
After the fermentation of this move, it has become a hot search topic "Dong Yuhui refuses to explain underwear three times", and Dong Yuhui's so-called "misunderstanding" has become more and more. Some people say that he deliberately sells cultural personality, does not pay attention to quality, has no professional ethics, and even worse, labels him as "discriminatory against women".
Dong Yuhui was puzzled by the "discriminatory remarks" and insisted that he was just "shy" and did not want to explain whether it was men's or women's underwear. So, as an anchor, can Dong Yuhui refuse to talk about the products in the shopping cart? Is this a sign of disengagement?
Xiao Yang, a senior live broadcast operator of a leading MCN agency, explained that there are generally two kinds of cargo agreements, one is only the trailer and does not explain, and the other is the live broadcast explanation agreement. The live broadcast room with Hui mainly relies on live broadcast to sell goods, and other anchors other than Dong Yuhui also explained underwear products, which shows that the agreement of the product belongs to the latter.
From the perspective of the agreement, unless the brand and his peers clearly agree that the product must be explained by Dong Yuhui, Dong Yuhui has the right to refuse. As long as other anchors in the live broadcast room explain as required, walking with Hui is not a breach of contract.
Xiao Yang said that in general, the live broadcast room will prepare a detailed product hand card for the anchor, including the basic information of the product, discounts, etc., as well as brand introduction, core selling points, ingredients or materials, and how to use it. But he said no, apparently out of personal choice.
As a brand, I definitely hope that Dong Yuhui can explain his products, but with Dong Yuhui's coffee position and the influence of his peers, even if he doesn't talk about it, "the product should not be sold." Xiao Yang said.
Feigua data shows that on the day of the incident, there were three ** and one bra product in the live broadcast room with Hui, with live broadcast sales between 1 million and 2.5 million, and an average sales conversion rate of nearly 3%. According to Xiao Yang's judgment, such a single-day result is quite good in the industry.
As for why Dong Yuhui's live broadcast room has products that he is unwilling to talk about, Xiao Yang explained that usually the products of each live broadcast are selected by the selection team, and there are dozens or hundreds of products, Dong Yuhui does not understand the situation of all products or does not talk about some products, which will not affect the normal operation of the entire live broadcast room.
In this regard, Cui Lili, chair professor of the Department of Digital Economy of Shanghai University of Finance and Economics, commented that Dong Yuhui's refusal to talk about products and emptying Weibo is understandable from an emotional point of view, but from a business point of view, any action on the new ** platform by having such a professional role as an anchor and as a KOL is indeed unprofessional if he only acts purely from a personal perspective.
So even Dong Yuhui explained his act of emptying Weibo as "the anger of the horseman", "I can't change anything, but I just want to do it." ”
Dongfang Selection, can you withstand Dong Yuhui's "wrath"?
Helplessly, even if Dong Yuhui deleted the news because he was tired of hot searches, the topic of "Dong Yuhui's Weibo" still appeared on the hot search on February 27.
According to statistics from a third-party organization, Dong Yuhui will have a total of 223 hot searches in 2023. Less than two months after the start of 2024, his name has appeared dozens of times in hot search topics.
Figure Weibo. Now Dong Yuhui, who is the number one anchor of "Walking with Hui" and the senior partner of Oriental Selection, is under the scrutiny of the whole network in every word and deed. Although some sources said that Dong Yuhui's emptying of Weibo was a personal act, this did not prevent the Oriental Selection Hong Kong stock from falling by more than 5% on the same day, and finally ended with 389% decline**.
Dong Yuhui's pivotal role is even more evident in the strong growth of the live broadcast room with Hui.
Since the launch of the broadcast in early January, in less than two months, the number of fans of Youhui has exceeded 16.6 million, with an average daily increase of more than 200,000 fans. The "old club" Dongfang Selection's journey of losing fans started by the previous "small composition" incident has not yet ended, and more than 700,000 fans have been lost during this time period, and the current number of fans is fixed at 308760 thousand.
Feigua data shows that since 2024, although the live broadcast room with Hui is not even half of Dongfang Selection's average live broadcast time, it has surpassed Dongfang Selection in terms of average number of people per game, popularity peaks and other data, with the highest number of more than 54 million.
Although the money earned will eventually go into the big money bag of Dongfang Selection, will Dong Yuhui's "Puffer's Fury" bring more problems to Dongfang Selection?
Industry analyst Zhang Shule pointed out that although Dong Yuhui, as a public figure, stands in the light and should not be afraid of the light, but as far as giving up Weibo is concerned, there is no so-called "irresponsibility" to the company, because the main front of Dongfang Selection is on Douyin rather than Weibo, which attracts more attention to entertainment topics.
Liu Ge, an independent analyst, agrees, and in her view, even Dong's seemingly emotional actions can be interpreted as a rational choice. Dong Yuhui has long been a commercial symbol of Dongfang Selection, but he has also become a manager and operator who walks with Hui, giving up Weibo, to a certain extent, to strip away some social ** accounts that carry personal characteristics, and better manage his new role on Douyin.
Dong Yuhui seems to be really trying to learn to be a "boss".
Previously, Dong Yuhui said during the live broadcast that he "lost" in the internal democratic vote on whether to introduce beauty products, and his colleagues agreed that he could sell beauty products with Hui, but he also said, "I may cut off the expensive ones, and I have a veto." ”
Recently, he also publicly talked about his plan for the future with Hui, to spend 1 3 time making agricultural products, 1 3 time going out to show the magnificence of the motherland, and the rest of the time to do literature, film-related things, interviews with writers, celebrities, entrepreneurs, etc. These are his "original intentions," he said.
Cui Lili pointed out that compared with Brother Xiao Yang and Li Jiaqi's live broadcast rooms, Hui peers rely on Dong Yuhui to a higher degree, and it is difficult for other anchors to gain influence such as Brother Xiao Yang's apprentices and Li Jiaqi's anchors; And Dong Yuhui's own rich knowledge accumulation and inspiration combined with the situation, including his simple and straightforward personality, are all anchor characteristics that are difficult to replicate.
From another point of view, although the big anchor Dong Yuhui has greater influence after the internal "solo flight", for a listed company like Dongfang Selection, relying on a single account or a single KOL is necessarily not a long-term move, and it will be independent from Hui peers, which can not only expand Dong Yuhui's traffic IP, but also not affect the self-operated channels and brands, which can almost be regarded as a fission matrix of another way of thinking.
After experiencing the *** when Dong Yuhui emptied Weibo, the stock price of Dongfang Selection began to "return to blood" in the past two days. Since the beginning of this year, the ratings of many ** institutions for Oriental Selection have basically been "**" and "overweight".
Zhang Shule believes that this Dongfang Selection did not make any expression of Dong Yuhui's "willful" behavior, in fact, it can be regarded as releasing a "tolerant" attitude to the outside world, and it is also Dong Yuhui's "depressurizing" of Dongfang Selection again.
The mothers-in-law are often afraid that Dong Yuhui has no autonomy and can't be themselves, but this time at least let them relax a little on the surface. He said.