On January 10, Hong Kong stocks opened, and the stock price of Oriental Selection (1797.hk) was HK$30.35, up 2.88%.
Previously, the "little composition" incident occurred in Oriental Selection. On December 26, 2023, Dong Yuhui's new account "Yuhui Peer" was certified by the platform, and the certification information was "Yuhui Peer (Beijing) Technology Co., Ltd.". Industrial and commercial information shows that Yuhui Peer (Beijing) Technology Co., Ltd. was established on December 22, 2023, with a registered capital of 10 million. The legal representative is Dong Yuhui, and it is 100% owned by Beijing New Oriental Xuncheng Network Technology Co., Ltd., which is legally The representative is Sun Dongxu, and it is 100% controlled by New Oriental Education Technology Group Co., Ltd.
At 7 pm on January 9, 2024, "Walking with Hui" will be broadcast on time. According to data from Cicada Mama, as of press time, the total number of fans of "Walking with Hui" is 7.369 million, the cumulative sales of live broadcasts exceed 1 million, and the cumulative sales of live broadcasts exceed 100 million yuan. Corresponding to the surge in fans and sales of
and "Walking with Hui" live broadcast rooms, the growth rate of Oriental Selection live broadcast rooms has slowed down. Cicada Mama data shows that in the past ten days, the total number of fans in the Oriental Selection live broadcast room has continued to decline, from 31.608 million on December 31, 2023 to the current 31.501 million, and sales have also dropped from 31.608 million on December 18, 2023. 100 million yuan fell to the 10 million to 25 million yuan range on the 9th. After the live broadcast of
started, Dong Yuhui guided the team of seven anchors to perform talent performances, including Chinese and English song singing, poetry recitation, piano performance, and Chinese and English cultural dialogues. Dong Yuhui said in the live broadcast room that he wanted to use the opportunity of the premiere to let everyone remember every young person who "walks with Hui". They are just as diligent, talented, and hard-working as they are, so they are full of hope; whether it is music or poetry, the essence is I hope that this live broadcast room will bring you not only the beautiful details of life or firewood, rice, oil, salt, sauce, vinegar and tea, but also hope that it can make your soul drift into the distance, and be able to escape from the trivial daily life and experience some beauty. In the sales process after
, Dong Yuhui sold a variety of products such as Spring Festival red envelope bags, white rabbit toffee, canned yellow peaches, walnuts, snowflake beef, nut gift boxes, millet and ginseng, etc., mainly third-party brands. It involves Oriental Selection's self-operated products, and it does not involve New Oriental cultural tourism products.
Later, New Oriental founder Yu Minhong entered the "Walking with Hui" live broadcast room and once again mentioned the "Little Composition" incident, saying, "Although there were some minor disturbances before, I think the subsequent result is that there are twists and turns are better than no twists and turns. This Let Yuhui be his own platform ahead of schedule."
Yu Minhong's positioning of Dong Yuhui and his live broadcast room is different from Oriental Selection.
On December 18, 2023, New Oriental Education Technology (Group) Co., Ltd. issued a notice: Appointing Dong Yuhui as cultural assistant to the chairman of New Oriental Education Technology Group and concurrently as vice president of New Oriental Culture and Tourism Group. In this live broadcast, Dong Yuhui also said: "Walking with Hui" will stick to the original intention of agricultural products, and will also explore the possibilities in books, culture, and tourism, and will launch a series of strategic deployments after the year.
Dong Yuhui said that recruitment will start quickly after the Lunar New Year (Lunar New Year), and filmmakers will also enter the live broadcast room to promote before the year. Leading figures from all walks of life will enter the live broadcast room for interviews, and will also leave the live broadcast room after the year to "let everyone see the majesty of mountains and rivers and the vastness of the world." The current tentative live broadcast plan for the year ahead is to live broadcast about five days a week. Yu Minhong, who was at the scene, said that he had just returned from a business trip to Australia to check out the cultural tourism business. He was also discussing with Dong Yuhui where the first stop of the cultural tourism international station would be.
Debon Securities Research Report analysis believes that Oriental Selection is undergoing a process of transformation from live broadcast IP to platform. Single channel reliance is too high or there are greater operating risks. KOL’s multi-level matrix creation and multi-platform channel operation are e-commerce platforms. The direction of sound business operations. Oriental Selection still has room for optimization in terms of the connection sophistication and management model of platform transformation.
