According to the 21st Century Business Herald, on the evening of December 30, 2023, Dong Yuhui announced in his circle of friends that , a new account 100% controlled by Oriental Selection, will launch on January 9, 2024.
As of now, this account has nearly 3 million fans.
Dong Yuhui officially announced that the broadcast will start next week
released New Year greetings
On December 30, 2023, the "Walk with Hui" Douyin account released a video, and officially announced that it will premiere on January 9, 2024 (next Tuesday). Dong Yuhui said in the video: "Hello, friends I have never met. We meet by chance, we are happy, we travel together, and the future is promising."
"Our new account 'Walking with Hui' will be launched on January 9, 2024 Starting the premiere, I believe that a happy life is to live this life according to your own values. Special agricultural products, various books, natural scenery, celebrity interviews, cultural tourism, we will continue as always and never forget our original aspirations." Dong Yuhui also said, along the way In the story, there are small touches and unforgettable memories, and the beauty is hidden deep in the heart. Here, we start from the heart and strive for excellence.
On the evening of December 31, 2023, "Walking with Hui" released New Year's greetings, "The wind in March, the rain in June, the sky in September, the snow in December, in the new year, we want to bring happiness to the world." All good things are sent to you. In 2024, walk with Hui, we continue to set off, and wish everyone a happy new year!"
html has gained nearly 3 million followers in 16 days
Yu Minhong is the ultimate beneficiary
On December 26, 2023, Dong Yuhui’s new Douyin account "with "Hui Tongtong" was officially launched and has been officially certified by the platform. The enterprise certification is "Hui Tongtong (Beijing) Technology Co., Ltd." As of the evening of December 31, 2023, the account had nearly 3 million fans.
Qichacha shows that Youhui Peer (Beijing) Technology Co., Ltd. was established on December 22, 2023, with a registered capital of 10 million yuan. The legal representative is Dong Yuhui, and Yu Minhong serves as a supervisor and is also the beneficial owner, with 99% of the final beneficial shares. .
The company's business scope includes daily necessities wholesale, Internet information services, publication retail, performance agency, commercial performances, tourism business, etc. Shareholder information shows that the company is wholly owned by Beijing New Oriental Xuncheng Network Technology Co., Ltd.
It is worth mentioning that the company’s registered address is in the same building as Oriental Selection’s affiliated company Oriental Selection (Beijing) Technology Co., Ltd.
Previously, Yu Minhong said that Dong Yuhui would set up a personal studio, and the profits generated by the studio would be included in Oriental Selection.
On the evening of December 21, 2023, Dong Yuhui and New Oriental Education Technology Group CEO Zhou Chenggang appeared in the Oriental Selection live broadcast room. During the live broadcast, Dong Yuhui said that independent studios in the future will still insist on selling agricultural products in large quantities. "Teacher Yu talked to me that in the future, I can sell whatever Oriental Selection can sell. The products can completely overlap and alternate with each other. Everything will be different." Trying."
Dong Yuhui became a top-notch player. Is it accidental or inevitable? Can
top anchors be copied?
Oriental Selection's "little essay" incident has come to an end for the time being - Sun Dongxu, the original CEO of Oriental Selection, was dismissed, and Dong Yuhui was appointed as senior partner, cultural assistant to the chairman of New Oriental Education Technology Group, and concurrently as vice president of New Oriental Culture and Tourism Group. Looking back, the "Dong Yuhui phenomenon" that has formed over the past year and a half is worthy of being written into business school cases.
Dong Yuhui became a top anchor. Is it accidental or inevitable?
In June 2022, Dong Yuhui suddenly became popular, but before that, Dong Yuhui and the Oriental Selection team experienced half a year of suffering, and the number of viewers in the live broadcast room was often only single digits. Perhaps there are many "Dong Yuhui" in other places who are still buried and undiscovered.
Although Dong Yuhui "exhibits a poetic and literary spirit, a wonderful narration ability, and is so sincere that the aunts can't help but treat him as a son-in-law" - among millions of anchors, It can be regarded as a breath of fresh air.
However, according to data from the Ministry of Commerce, as of the end of September 2023, the number of active e-commerce anchors in my country reached 3.374 million, an increase of 164.3%. But there are still only a few top anchors.The emotions of fans in the live broadcast industry are often unreasonable. If you analyze it with rigorous rationality and logic, you may run into a wall.
Can Dong Yuhui be copied?
Along the path of New Oriental's transformation, Gaotu and Xueersi are both doing live broadcasts to promote products. Although their fans suddenly increased during the turmoil of the Oriental selection, they did not copy the "second Dong Yuhui".
Oriental Selection is aware of the potential risks of over-reliance on Dong Yuhui, and also wants to focus on cultivating new star anchors. However, according to senior practitioners in the live broadcast industry, one and a half years later, the company's other anchors are not at the same level as Dong Yuhui.
We may have forgotten how Li Jiaqi became famous. After a few years, it has been extremely difficult to copy the second Li Jiaqi, especially now that every platform is supporting waist traffic, it is even harder for top anchors to stand out; The same senior practitioner in the live broadcast industry mentioned above said that it is even easier to copy Li Jiaqi than to copy Dong Yuhui.
From the perspective of probability, Dong Yuhui personally achieved success with a very small probability, so some employees, including the editor of Oriental Selection, may be somewhat unconvinced; in a fully competitive market-oriented environment, egalitarianism has never been the rule, let alone the live broadcast industry. It operates with 10% eating up 90% of the share, which is really cruel.
How to balance the company's long-term strategy and short-term tactics?
After New Oriental transformed from education and training to live broadcast sales, Yu Minhong’s thinking was that Oriental Selection should follow the product route, rather than the Internet celebrity route. The "little composition" incident of
disrupted Yu Minhong's deployment. This once again shows that it is difficult for a company's development path to strictly follow the script. for example. If Yu Minhong’s long-term strategy is to make Dongfang Selection a vertical e-commerce company (mainly selling agricultural products and cultural tourism products), rather than a simple live streaming company, this is the vision; but now, Yu Minhong must face a fact. That is to say, in the public perception, especially the majority of fans, Oriental Selection is still an MCN organization. To put it bluntly, live broadcast sales are the main business of the listed company Oriental Selection.
The balance between strategy and tactics comes at a price. For example, a large number of fans fled, the stock price and market value fluctuated significantly, the CEO was dismissed, etc. Objectively speaking, Yu Minhong's handling is wise. However, the challenge of the fan economy or internet celebrity economy to Dongfang Selection’s long-term strategy still exists. It is foreseeable that similar problems will also trouble other entrepreneurs.
New Oriental is a traditional education and training institution, while Oriental Selection is an emerging live broadcast e-commerce company. The success of Oriental Selection is a result of great luck and chance. To this day, some employees, including New Oriental’s management, still have unclear or even emotional understanding of live streaming e-commerce and the value of Dong Yuhui’s star anchor. of.
Regarding the "little composition" incident, Yu Minhong's reflection is relatively profound. Yu Minhong believes that the reason for the incident at Oriental Selection is that the management team’s thinking has not changed. They use traditional thinking to manage outstanding employees and rely on friendship to maintain them for a period of time. Ultimately, the traditional management model is not suitable and will inevitably cause shocks and changes.
"With the development of modern society, bosses must be willing to work for employees. If the direction is the same, it becomes a partnership. If the employee is capable and has his own direction, and you don't want it to be this direction, then break up properly. ." Yu Minhong said.
Edited | Duan Lian Yi Qijiang
Proofreading | Tang Yawen
Daily Economic News is comprehensive from the 21st Century Business Herald, Douyin Account with Hui, Qichacha, previous reports from Every Economic Network, public information, etc.
Daily Economic News news
