live broadcast preview promotion. Screenshot
In less than a month, Dong Yuhui "established a separate business" and started business.
html On the evening of January 9th, Dong Yuhui’s independent IP account and Hui Peer made their first live broadcast on Douyin. During this period, the team lineup was announced simultaneously - Dong Yuhui led 7 anchors, who not only brought goods but also presented talent performances.In less than 4 hours, Dong Yuhui once again became a "top stream" and strongly attracted money. That night, sales in the live broadcast room exceeded 150 million yuan. As the show is about to end, the number of fans of "Walking with Fai" has reached 7.098 million, an increase of nearly 3 million compared with before the broadcast.
However, this live broadcast did not allow the outside world to see the misaligned development of Dong Yuhui and Oriental Selection, as well as the envisioned shift to books, culture, and tourism. The Beijing News Shell Finance reporter noticed that the products of the first broadcast with Hui Peer are similar to those of the Oriental Selection live broadcast room. Some of the selections overlap and the prices are the same.
It was also on this night, in the same arena, that the Oriental Selection instantly lost its luster. On the delivery list, Youhui Peering jumped to the first place, while Oriental Selection ranked outside the tenth place. From the perspective of the industry, under the overall situation of Oriental Selection, this move is to put the main station eggs in multiple channels to better meet the needs of fans with different preferences. It seems to be diluted, but in fact the total number is growing.
html On January 9, regarding issues such as the misaligned development of Walk with Hui and Oriental Selection, as well as Dong Yuhui’s autonomy in product selection, the Beijing News Shell Finance reporter interviewed the relevant person in charge of Oriental Selection, but no response was received as of press time. html On January 10, Oriental Selection rose slightly at the opening. As of 10:30 a.m., it rose 2.54% to 30.25 yuan per share.
Top streamers and money: One live broadcast sales exceeded 1.500 million
html At 7 pm on January 9th, Peer With Hui made its live broadcast debut. Dong Yuhui wore a suit and led seven anchors with Peer With Hui in a talent show.As expected, with the support of Dong Yuhui, the number of likes in the live broadcast room exceeded 100 million within half an hour.
Shell Finance reporters found out that among Dong Yuhui's team, Pengpeng is regarded by fans as the person who can best catch Dong Yuhui's memes, and is also one of the more popular anchors. However, the number of fans on Douyin is only 429,000, which is far behind the number of fans of other Dongfang Selection anchors such as Dundun and Mingming.
In addition, Panpan, Dong Yuhui’s fellow countryman and college classmate, will join Oriental Selection in November 2022. Dong Dong and Xiaoxiao are members of the founding team of Oriental Selection. Dong Dong started to work mainly behind the scenes, and his all-around experience helps in the operation of the account. Chuanxi, Hansen, and Anan are newcomers.
Regarding the identity of a manager, Dong Yuhui said in the live broadcast that he had done management work as early as 2016, and managed more people than now. At that time, the focus of management was in the field of teaching and research. At present, there are more than 70 members in the Hehui Peer team. "The members of this new account are selected from some personnel from each department of Dongfang Selection."
Shell Finance reporter noticed that more than 180 products were listed in this live broadcast room, mainly agricultural products, books and some New Year cultural and creative products. There were no Oriental Selection self-operated products.
22:20, Dong Yuhui revealed in the live broadcast that this live broadcast has sold 150 million. When the broadcast ended at 22:55, the number of fans of "Walking with Fai" had reached 7.098 million, compared with 4.169 million before the broadcast.
As early as mid-December 2023, in order to quell the "little composition" controversy of Oriental Selection, Yu Minhong and Dong Yuhui, chairman and CEO of Oriental Selection, combined for live broadcast twice. Yu Minhong revealed that he will establish an independent studio for Dong Yuhui. This is an independent platform with an independent IP, and the income is included in Oriental Selection. "If Yuhui leaves Oriental Selection, the account ownership will belong to him."
At that time, Dong Yuhui had three new identities: "Senior Partner of Oriental Selection" "Cultural Assistant to the Chairman of New Oriental Education Technology Group" and "Vice President of New Oriental Culture and Tourism Group".
Qichacha App 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. The final beneficial owner is 99 %.On December 25, 2023, Hehui Peer (Beijing) Technology Co., Ltd. added an administrative license for the establishment of a publication retail unit. Prior to this, the company also obtained a food business license. The license content included the sale of bulk food and prepackaged food. Sale. The selections of
overlap, and Oriental Selection versus ? One hour after the broadcast of
, Yu Minhong appeared in the live broadcast room and expressed his high hopes for being with Hui.
Shell Finance reporter noticed that in terms of product selection, the products premiered with Hui Peer this time are relatively similar to the Oriental Selection live broadcast room, and the prices of some overlapping products are the same. Previously, Youhui Peer released a notice stating that the business features of the live broadcast room are: agricultural products, various books, natural scenery, celebrity interviews, and cultural tourism.
At the same time that night, a total of 136 products were listed in the Oriental Selection live broadcast room, but Dong Yuhui was obviously more popular. 10 minutes after the broadcast started, the number of people online in the live broadcast room of "With Hui" has exceeded 100,000+, and the live broadcast room won the first place in the "Hourly List" and "Popularity List" on the Douyin platform. In contrast, the Oriental Selection live broadcast room has seen a significant decline in sales without Dong Yuhui. Data from Cicada Mama shows that on January 9, Oriental Selection’s cumulative sales were 10 million to 25 million yuan, ranking outside the 10th place on the popularity list.
The day before the live broadcast of "Walking with Hui", the official Douyin account of Oriental Selection issued a message. In order to continue to improve the customer service experience, in the future, third-party store products (except fresh fruits) purchased in the Douyin live broadcast rooms of "Walking with Hui" and "Walking with Hui" will also be purchased. Guaranteed price service is available. The two live broadcast rooms will maintain the same price for a long time.
In the live broadcast, Dong Yuhui described Walking with Hui as "a live broadcast room for Oriental Selection to explore new businesses", "I am now a partner of Oriental Selection, and I hope both companies will do well." But with the gradual improvement of Peer With Hui, Oriental Selection will not face the pain of diversion caused by the independent operation of top anchors. Regarding the positioning of
’s new account, Dong Yuhui said that he would first stick to the original intention of agricultural products, while meeting everyone’s needs for daily necessities and exploring the possibilities in books, culture, and tourism. "Before the Spring Festival, we will conduct live broadcasts about five days a week, mainly selling agricultural products." "On the basis of maintaining the genes of Oriental Selection of agricultural products, Hui Peer may also conduct a series of cross-border cooperation in the future, involving big names from all walks of life. Interviews with leading figures."
In addition, Yu Minhong revealed in the live broadcast that he had just returned from abroad to explore possible future "international trips" with Hui. After the Lunar New Year, if we have enough time, we may take everyone to "go out".
mature anchor " solo career " , Oriental Selection moves towards diversification
Dong Yuhui revealed in the live broadcast room that during the nearly 20 days of suspension, there was no rest. Every day when he woke up, he had to face the problems of rent and employees. Salary and other pressures. This also means that going with Hui may be responsible for your own profits and losses. Zhang Shule, an Internet industry analyst at
, told Shell Finance reporters that Dong Yuhui will be more exposed in the new live broadcast and will bring his original style to "Walking with Hui". Then Oriental Selection itself gradually downplayed Dong Yuhui's style, explored new models and supported new anchors, becoming an incubator for high-quality anchors, and "flyed solo" after maturity. In fact, it is still the Eastern selection matrix. Although it will take away some fans, it can also form a diversified style.
Zhang Shule said that under the overall situation of Oriental Selection, this move is just to put the main channel eggs in multiple channels to better meet the needs of fans with different preferences. It seems to be diluted, but in fact the total number is growing. During the
live broadcast, Yu Minhong once again mentioned the small essay controversy and called it a "trouble" for the company. He said that if there are gaps and obstacles in the riverbed, the water flow can flow faster. "Without these twists and turns, maybe the emergence of "Walking with Fai" would not be as fast as it is now. That is because such a process has been organized. The adjustment really made me feel that what a company should do is to give every capable person the largest platform."
In this regard, Zheng Zhigang, a professor of finance at the School of Finance of Renmin University of China, told Shell Finance reporters that in the Internet era, the special operating model of e-commerce live broadcast platforms allows consumers, as stakeholders, to have a more direct way to intervene in a company. Governance. This makes the governance of an e-commerce live broadcast platform extremely fragile and sensitive, and the possibility of a governance crisis greatly increases.
Zheng Zhigang believes that in business practice, Oriental Selection has gradually explored a method that is beneficial to the e-commerce live broadcast platform business A business organization model with sustainable development. As the business model of the e-commerce live broadcast platform matures, the establishment of holding subsidiaries for its important anchors will become an important business organization model for the expansion of the business scale of the e-commerce live broadcast platform in the future. More and more The e-commerce live broadcast platform will set up holding subsidiaries for its outstanding anchors.
Zheng Zhigang pointed out that Hehui Peer (Beijing) Technology Co., Ltd. can rely on the logistics system and supply chain system established by Oriental Selection to quickly develop business without having to start from scratch. With the help of Oriental Selection's accumulated reputation and existing platform, as one of Oriental Selection's live broadcast channels rather than a brand new platform, Yihui Peer can conveniently complete industrial and commercial registration, raise registered capital, and realize the integration of new expansion business and traditional business. Seamless connection and natural transition. As the legal representative, executive director, and manager, Dong Yuhui can use the new platform to act more proactively and proactively.
"With regard to the profit distribution issue that is most misunderstood by the public, by establishing a subsidiary, on the one hand it has become a legal Dong Yuhui, who is the representative, executive director and manager, undoubtedly has a greater say when bargaining with the 100%-controlled parent company on profit distribution; on the other hand, more importantly, the ownership structure can be dynamically adjusted." .
Beijing News Shell Finance reporter Zhao Fangyuan
Editor Wang Jinyu
Proofreading Liu Jun
