Blue Whale reporter Tang Shiyun
html At about 19:00 on January 9, Dong Yuhui’s new account “Walking with Hui” premiered on Douyin. This is destined to be a highly anticipated appearance. Before the live broadcast, the account had accumulated more than 4.15 million fans. One minute after the official launch of, the live broadcast room had more than 550,000 online viewers, and its instant popularity ranked first on the platform. Dong Yuhui, who started with a new identity and new account, showed a terrifying influence.
GMV exceeded 100 million within two hours of the broadcast, and the new account selection was led by the new team
For mothers-in-law (Dong Yuhui fans), the launch of the new account is an auspicious time - Dong Yuhui became popular on June 9, 2022. Exactly 19 months now. Then the 9th became "the most meaningful day of the month" for Dong Yuhui and his fans. On the day when
was launched, fans from many places presented the new studio with opening flower baskets made of wheat ears, which meant great sales.
Without mentioning buying first, it is the best opening gift given to Dong Yuhui by his mother-in-law, and it is also the most direct manifestation of Dong Yuhui’s appeal.
As soon as the product link was posted on the little yellow car that night, the "Walking with Hui" live broadcast room entered the self-service ordering mode. Before Dong Yuhui started talking about products, the sales volume of the live broadcast room was close to 10 million. Subsequently, multiple linked products were sold out during the presentation. About seven or eight minutes after
started broadcasting, the "Walking with Hui" live broadcast room had over one million viewers and more than 770,000 people online. At the same time, the online audience of the Dongfang Selection live broadcast room next door was only 30,000. As of 22:00 that night, "Walking with Hui" ranked third in the overall list of products, and Oriental Selection ranked more than 100. In terms of products,
had a total of more than 180 links on the live broadcast room that night, including fresh food, snacks, books, daily products, etc. Some of the products in overlap with the Oriental Selection live broadcast room, but there are no self-operated products of Oriental Selection in the little yellow car. The live broadcast content revealed that the current product selection of "Walking with Hui" is led by a new team, and they have obtained a large number of consumer suggestions from the comment area.
It is worth mentioning that the four products with the highest live broadcast sales have also appeared in the Oriental Selection live broadcast room, and the prices are slightly different due to differences in product specifications.
Feigua data shows that two hours after the launch of , the sales of the "Walking with Hui" live broadcast room exceeded 100 million. The entire live broadcast lasted for nearly four hours, with over 54 million viewers, peak popularity of over 1.71 million, and 2.75 million new fans. As of press time, You Hui Peer has more than 7 million Douyin fans.
A set of data that can be compared is that the average number of viewers of Oriental Selection’s live broadcasts in the past three months was 11.1 million, and the average sales per game were 10 million-25 million; its most popular live broadcast in the past year was the one on December 18 last year - —After the "Little Composition Controversy" ended, Yu and Dong were eating hot pot while carrying goods. The number of viewers of the live broadcast exceeded 100 million, and the sales also exceeded 100 million.
"Walking with Fai" won the first battle. What game does Oriental Selection want to play?
The first "big test" of "Walking with Hui" is of great significance to Dong Yuhui, his mother-in-law and Oriental Selection. In the competition between
and the original platform, the new management team gave a good answer to . Dong Yuhui’s strong personal appeal has been confirmed, and Oriental Selection faces a certain degree of diversion risk. At the same time that the largest IP left the main account, an Oriental Selection anchor recently revealed that the live broadcast room is "short of people."
But in the long term, how far "Walking with Hui" can go depends on account positioning, product selection and supply chain capabilities, and subsequent resource investment. Regarding these points, the premiere did not reveal much information. After the
essay controversy ended, Dong Yuhui was appointed as the cultural assistant to the chairman of New Oriental Education Technology Group and concurrently served as the vice president of New Oriental Culture and Tourism Group. The affiliated company of "Honghui" is 100% controlled by Oriental Selection, and the total merchandise transaction volume of the new account is included in Oriental Selection's financial report.
Regarding the positioning of the new account, Dong Yuhui summarized it as “ Oriental Selection’s live broadcast room to explore new businesses.” The so-called new business means that in addition to adhering to the original intention of agricultural products and meeting the daily needs of consumers, the live broadcast room will also explore the possibilities of books, culture, and tourism.
However, "Walking with Hui" has not yet launched cultural tourism products. This may be due to limited preparation time and team size. The content of live broadcast revealed that the new team currently has 71 people, including anchors who took the initiative to come over and people who were transferred after the parent company of Oriental Screening sorted out the team. When more manpower is available, "Walking with Fai" will launch a series of strategic deployments after the year, such as doing location work and going global.
html On the evening of 09, Yu Minhong appeared in the live broadcast room to support Dong Yuhui's new account. Whether it was this first show or two collective live broadcasts last month, Yu and Dong mentioned "cultural tourism" many times. Looking at it this way, the exploration of "Walking with Hui" may be a key step in the layout of New Oriental Culture and Tourism.
However, cultural tourism products generally have a high unit price, and user decision-making costs are relatively high, so the challenges faced by bringing goods are even greater. Previously, the "21-day in-depth cultural tour of Hangzhou for two people" product launched by New Oriental Culture and Tourism was criticized for its high price (29,800 yuan). On the New Oriental Culture and Tourism account, many products are sold for more than 10,000 yuan, and most projects do not include round-trip transportation. Among them, the lowest unit price is the 6-day and 5-night textbook exploration trip to Beijing worth 4,798 yuan, with more than 50 copies sold; in addition, the sales of many projects are only in single digits, and the Hainan outdoor adventure multi-day tour worth 10,880 yuan has not yet been sold. Make one copy.
Yu Minhong once publicly stated that whether New Oriental Cultural Tourism can succeed in the future depends on whether it can cultivate a group of tour guides who are "able to teach". It is still unknown whether Dong Yuhui, the vice president of New Oriental Cultural Tourism Group, can lead the new team to inject vitality into this business.
