This is not only Dong Yuhui's first independent live broadcast, but also shows that the crisis between him and Dongfang Selection has been completely resolved and there is no more bad blood.
However, traces of what happened are still revealed from the conversations between the two parties. Dong Yuhui described the public opinion storm more than half a month ago as "I did nothing and was sucked into the whirlpool." Yu Minhong is much more optimistic, "Judging from the results, it is better to have this setback than not."
text | Chang Fangfei
editor | Xin Ye
operation | circle
60 million in 34 hours, "Mother-in-law" strongly supports Dong Yuhui
Less than a month after the "little composition" incident, "left" the Oriental Selection live broadcast room Dong Yuhui has opened up a new home field.
On the evening of January 9th, he led the live broadcast room "Exclusively built for him" with Hui Peer to complete its debut. This time, Dong Yuhui is no longer just the anchor, he has become the absolute center, the director who controls the rhythm of the live broadcast. The songs in the
skewering session must be “something everyone has heard”, from “Folk Songs Are Like Spring River Water” to Jay Chou’s “The Fragrance of Rice”. The anchors re-wrote the lyrics of his favorite old song "Five Hundred Miles", "Steak frying pan plus English/history, humanities and geography/telling interviews and travels/all memories."
Following the notes, many people accompanied Dong Yuhui on the journey of the past year or so, and many new fans also seemed to have watched a "literary performance" of poetry recitation and chorus. When it comes to the core product selection process, it is still Dong Yuhui who gives the team the final word - go directly to the comment area to read fans' needs, "We will sell whatever consumers want."
▲ Picture / Official poster
Dong Yuhui seems to want to “bring people” more than bringing goods. At the beginning of the live broadcast, he specially arranged for seven new anchors to start with a talent show, in order to allow them to "show off when there are many people." Compared with Oriental Selection anchors such as Yoyo, Dundun, and Mingming who have millions of fans, these seven anchors basically had around 100,000 fans before they started broadcasting. But after surrounding Dong Yuhui for several hours, fans praised these young people as "elegant, really elegant" and "as talented as Yuhui."
It sounds like every aspect is not earth-shattering enough, except for the data of this premiere. Almost as soon as the broadcast started, the number of viewers exceeded 100,000. In just 4 hours of live streaming with Hui, it simultaneously ranked first in the popularity list, hourly list, sales list, increase in followers list, and number of likes.
Dong Yuhui once again proved his appeal as a super anchor. The number of followers in the live broadcast room increased rapidly. By the end of the live broadcast, the number of followers on the account had exceeded 3 million. Just as amazing as the rate of increase in fans is the speed of sales. Fans did not give Dong Yuhui time to slowly explain the quality. Sometimes when he started, the director off-camera directly told him that "it is out of stock." DouChacha data shows that the GMV of the entire live broadcast is estimated to be 160 million yuan. When Dong Yuhui heard that the number of likes for the entire live broadcast exceeded 1 billion, he "got goosebumps" and subconsciously held his head.
He is also gradually adapting to his new identity as vice president of New Oriental Culture and Tourism Group. He is happy about the recent explosion in Harbin. After all, it is a place that "generally gave everything he had in the early days of the founding of the People's Republic of China." In the future, as the only top anchor of Oriental Selection, he will continue to increase the proportion of cultural and tourism products in the live broadcast room with Hui.
Behind this "1 billion project" are countless fans who have followed from Oriental Selection to Walk With Fai, and from online to offline. The new team is still working in Zhongguancun e-World. As soon as the elevator door opens, there are barley and flowers sent by the "mother-in-law" everywhere. The card contains blessings for the "son-in-law": "Peace and happiness, eat well and sleep well." Like every fan who supports their idol, they wore uniform red hoodies and took a photo in a sea of flowers. The security guards on the side had never seen such a battle before and could only stand there blankly.
Even Yu Minhong, who founded New Oriental and met countless famous teachers, joked during the live broadcast that he walked "among wheat ears and flowers for 2 minutes", and his surprise at this passionate emotion was revealed between the lines.
it seems to shake things up.Zhang Zhao, who once worked at Oriental Selection, revealed that the company once had to ensure the length and number of live broadcasts for each anchor, and did not allow the word "mother-in-law" to be mentioned in any official copy. But in the live broadcast room with Hui, this rule no longer matters. The highlight of
's first live broadcast came one hour after the broadcast started. The founder of the company and the most profitable anchor in the entire company sat together again after the incident. The atmosphere is still a bit delicate. Yu Minhong occasionally pretends to be jealous. Speaking of almost every wine shop recently, friends ask him "When is Yu Hui coming?" Although Dong Yuhui said that he had not slept a wink all night, he quickly gave an answer with perfect emotional intelligence - "Your friends must be just like you, caring about the younger generation."
▲ Dong Yuhui and Yu Minhong live broadcast together. Picture/Screenshot
Yu Minhong also faced the camera, repeatedly emphasizing Dong Yuhui’s ability and status, and determined that the latter was not as self-effacing as he thought. He was loved because of “the smoke coming out of the ancestral graves”, nor because he stood among the “giants” of New Oriental. "On the shoulders", such achievements are achieved, but because of his diligence and connotation, the individual and the platform can "achieve each other".
Both parties tried their best to maintain a happy atmosphere between the host and the guest. This is not only Dong Yuhui's first independent live broadcast, but also shows that the crisis between him and Dongfang Selection has been completely resolved and there is no more bad blood. But traces of what happened are still revealed from the conversations between the two parties.
Dong Yuhui described the public opinion storm more than half a month ago as "I did nothing and was sucked into the whirlpool." Yu Minhong is much more optimistic. Pushed by public opinion, he adjusted the organizational structure of Dongfang Selection. After realizing that the company wanted to give capable people a larger platform, he felt that "from the results point of view, it is better to have this setback than not at all."
"Only the world where Tianquan was injured has been achieved"
Less than a month ago, this twists and turns had already made Dong Yuhui and Yu Minhong live broadcast together.
At that time, both men looked like they had lost a battle and were dejected. Under the panoramic lens, the tension and embarrassment of both parties are clearly visible. After Sun Dongxu was urgently dismissed from the position of CEO of Dongfang Selection during the "little composition controversy", Yu Minhong almost walked into the live broadcast room with Dong Yuhui with the determination to stabilize the stock price and military morale.
spent several hours of the live broadcast with Dong Yuhui pouring out his thoughts and Yu Minhong speaking vaguely. Facing the two opposing parties in public opinion, Yu Minhong believed that Sun Dongxu, as CEO, should not add fuel to the fire. "My personality is relatively weak and I respect their face too much." But this does not prevent Yu Minhong from still affirming the ability of the capable man, "Xiao Sun is a resolute and decisive person. Without Xiao Sun, Yu Hui and I would not be able to do anything."
On the other side, stood the frustrated Dong Yuhui and the angry "mother-in-laws". Fans hope that Yu Minhong can bring justice to the honest people who have been bullied and get a promotion and salary increase. Related comments in the live broadcast room have been repeatedly highlighted. But Yu Minhong has always been vague, saying only, "We must give Yu Hui more room for growth, and he will definitely have a say in the future."
In the end, Dong Yuhui had three more titles on his head - 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. He also had a brand new account and team. Dong Yuhui is no longer just a host. He not only needs to participate in product selection, but also needs to manage the team.
And Sun Dongxu, as Yu Minhong said, "continues to participate in the Oriental Selection Platform." He reappeared in the live broadcast room as a part-time anchor, half-jokingly complaining that "he has lost the right to approve." But other than that, nothing seems to have changed. People close to Dongfang Selection revealed that the self-operated supply chain is still managed by Sun Dongxu on a daily basis.
It is worth noting that the products sold by Youhui Peer Premiere are all from third-party merchants, and none of them are self-operated by Oriental Selection.
Not only that, the company behind the new live broadcast room is Yonghui Peer (Beijing) Technology Co., Ltd., the legal representative and executive director is Dong Yuhui; at the same time, the parent company of the company is Beijing New Oriental Xuncheng Network Technology Co., Ltd., which is headed by Sun Dongxu legal representative.
▲ In less than a month, Youhui Peer intensively completed a series of actions such as team formation, company registration and launch. Picture / Screenshot of Qichacha
Yu Minhong once said to Sun Dongxu: Do you know why you were chosen to be the person in charge of Oriental Selection? Because in our company you and I are the most peasant-like. This may be a joke, but it is not difficult to see Yu Minhong's recognition of Sun Dongxu. According to insiders, the most valuable part of this recognition is the control of its own supply chain of agricultural products.
A powerful person once came to help Dongfang Selection with supply chain management, but Sun Dongxu would rather spend a day wandering around farmland, research institutes, and warehouses than handing over his "life". Behind this decisiveness is the team's long-term and highly intense work rhythm. According to latepost reports, in order to make good self-operated products, Sun Dongxu mobilized half of the company's people to form four self-operated product teams to compete with each other. There are no boundaries between the teams according to categories. All teams can make the same product. Find The supplier decides on the product and finally reports to Sun Dongxu, who decides which solution to choose. After
Oriental Selection became popular in the past year, the workload increased suddenly, and employees were extremely busy, working more than 10 hours a day. A resigned employee told the Daily People that it was very difficult to get off work and ask for leave in the self-operated products and supply chain departments of Oriental Selection. “With the pneumonia diagnosis certificate, the leaders rarely approve leave.”
Faced with this public opinion crisis, Yu Minhong tried to balance everyone's demands by adjusting the organizational structure.
For Oriental Selection, there is no loss of personnel, and at the same time, new business is handed over to super anchor Dong Yuhui. Dong Yuhui has more free space and has completed the identity transformation from anchor to manager. After the public opinion calmed down, Sun Dongxu, who called himself "Apologetic Brother", returned to the stage, still holding heavy troops. Zhao Yuanyuan, an expert on
live broadcast e-commerce, analyzed the Daily People. After mastering its own supply chain, Oriental Selection has successfully avoided the price war of price comparison across the entire network. Achieve differentiated competition in many aspects.” On the other hand, "supply chain management is very important for capital market valuation, and Yu Minhong also appeased those who have built the country."
He joked that at this point, "the world where only the anchor Tianquan is injured has been achieved."
Bet on cultural tourism and lead the next Harbin?
Although most of the products sold in the premiere are third-party agricultural products, both Dong Yuhui and Yu Minhong revealed that the next focus of With Hui will be on cultural tourism.
So far, cultural tourism, education, and live streaming e-commerce have become three parallel business lines within New Oriental Group. Since October last year, New Oriental has established 18 holding cultural tourism companies in Shanxi, Heilongjiang, Fujian, Anhui, Jiangxi, Inner Mongolia, Jiangsu, Henan, Hebei, Hubei and other places. Peng Xin, who is close to Oriental Selection, revealed that in fact many of these branches were born out of and transformed from the original education and training branches of New Oriental.
Last summer, Zhejiang Yu Ni Peer Travel Agency Co., Ltd., the organizer of the "Yu Ni Peer Dongpo Traceability Tour" first launched by New Oriental Cultural Tourism, was established on June 5, 2023. It was previously owned by Zhejiang New Oriental Training School Co., Ltd. capital holding. Until a month ago, it was changed to Beijing New Oriental Wokaid International Educational Travel Branch.
Even the lecturers in the cultural tourism team are directly selected from New Oriental’s teaching team. As early as April last year, Yu Minhong hoped to copy the transformation path of teachers into live e-commerce anchors, so that teachers with outstanding expressive skills can continue to transform into cultural tourism tour guides - "In the future, the cultural tourism business will cultivate a group of people who can give lectures. Tourist guide". Some New Oriental sales staff also revealed that the lecturers on the tour were actually New Oriental’s previous history and Chinese teachers in the middle and high school departments.
Behind the scenes, Yu Minhong is still trying to balance policy, affection, and business. After the double reduction was implemented, the traditional K12 education and training business was suspended. Yu Minhong knew that he wanted the New Oriental ship to sail smoothly, and cultural tourism became a suitable direction.
The popularity of Zibo and Harbin has made cultural and tourism bureaus everywhere want to taste the benefits of becoming Internet celebrity cities. Dong Yuhui has already shown his compatibility with the cultural tourism promotion business in the series of live broadcasts of "Oriental Selection to See the World". The popular "Small Composition" is the best proof. Insiders revealed to Daily Figures that Dong Yuhui’s previous appearance fees from cooperation with local cultural and tourism bureaus were “all in the millions.” Peng Xin also believes that "Old Yu has not retired at the age of 61 and is engaged in cultural tourism. He just wants to lead the principals of each branch and the old people who have fought for New Oriental to find a new leader."
was shaking. As a platform, whether it is live e-commerce or local life, we want to have further in-depth cooperation with Oriental Selection. Yu Minhong revealed that Douyin attaches great importance to the premiere of Walking with Hui and sent many employees to the scene to support it.
▲ Picture / Visual China
In the past 2023, Douyin and Meituan were at war with each other in local life, and in-store business was the top priority. In Douyin’s revenue structure, in-store catering business occupies a dominant position. Because the unit price of group purchases is generally lower, Douyin can promote it more efficiently. Wen Ting, an insider at Douyin, revealed that users still tend to buy on Ctrip and Meituan platforms because of the higher unit price of wine and travel business.
For Douyin, Oriental Selection and Youhui Pingtong can not only provide travel routes, attraction tickets, hotel packages and other products, but also reach the first- and second-tier women between the ages of 30 and 40, "this group has the most purchasing power." The group is exactly what Douyin needs," Wen Ting said, "Whether it is focusing on local life or shelf e-commerce, Douyin needs better users."
In addition, according to Shenzhen Net, In the future, “Walking with Hui” may also enter the field of knowledge payment. Previously, in the celebrity knowledge event launched by Douyin, Yu Minhong and Dong Yuhui were among the invited guests, creating content together with writer Mo Yan, artist Cai Guoqiang, and dancer Yang Liping. At the end of last year, Douyin also began testing a video content payment service, that is, when users watch some video content on the platform, they need to pay to unlock all the content. Daily, knowledge, entertainment and other content can be set as paid viewing as long as it meets the platform's regulations.
Many people believe that Luo Yonghao is as strategically important to Douyin e-commerce in 2020 as Dong Yuhui is to Douyin local life at this moment. The premiere of "Walking with Fai" is just the beginning, and the smoke of competition in 2024 has already been ignited.
(At the request of the interviewees, Zhang Zhao, Peng Xin and Wen Ting are pseudonyms.)
Reference:
1. Origin of conflict in Dongfang Selection: unbalanced relationship, different goals, laterpost
2. Douyin, Dongfang Selection, Meituan cultural tourism "Three Kingdoms", Wall Street News
3. Dong Yuhui premiered, Oriental Selection "Internal Horse Racing", Shenwang
article is original by Daily People, infringement will be investigated
