Last night, Dong Yuhui’s new account “Walking with Hui” premiered on Douyin and achieved great success. Once again, we have witnessed the peak of new personal IP.
Dong Yuhui’s new account “Walking with Hui” premiered on Douyin and achieved great success. Total merchandise sales (gmv) during the live broadcast were 163 million yuan. The live broadcast attracted a large number of viewers. The number of viewers in the live broadcast room quickly exceeded 10 million at the beginning and reached 1.7 million at the peak, with a total of 42.61 million viewers and 1.29 billion likes.
This performance puts "Walking with Hui" at the top of Douyin's sales rankings and first in real-time popularity. As a result, the number of fans of the "With Hui" account soared to 7.125 million, a significant increase of more than 3.2 million compared to the 3.852 million fans before the live broadcast. The success of the premiere of
"Walking with Hui" once again defined the value of personal IP. After the "Little Composition" incident, some organizations said that Dong Yuhui's personal IP was valued at 10 billion, but they still thought it was too exaggerated. But after this sale, Dong Yuhui's GMV is likely to exceed 10 billion in the following years. Even if the live broadcast profit margin is 30%, there will still be profits in the billions. It is worth the profits of dozens of listed companies. The valuation of tens of billions may be less than that. Unique knowledge blogger, Douyin No.1 brother.
Luo Yonghao said that he can understand the value of Dong Yuhui after leaving a live broadcast room. This premiere really witnessed a new personal IP peak.
1. Dong Yuhui’s popularity
Dong Yuhui initially started his career as an English teacher at New Oriental. After graduating from Xi'an International Studies University, he directly entered New Oriental and became a teaching and training teacher. However, with the transformation of New Oriental's business, Dong Yuhui turned to live streaming e-commerce and became one of the core members of New Oriental's live streaming delivery team.
Dong Yuhui quickly became popular with his unique live broadcast style. Integrating educational background into the sales process and promoting products in a humorous and knowledgeable way is different from the traditional e-commerce live broadcast model and has received widespread attention and praise.
The style of his live broadcast room is different from that of other anchors who sell goods. Other live broadcast rooms are shouting about the babies in the live broadcast room, buy it, buy it, buy it, etc. Similar styles, but his is a output of knowledge. A new type of blogger “knowledge anchor” is defined.
's live broadcast is not just about promoting products, but more like an educational and entertaining sharing session. This makes his live broadcast stand out among many live broadcasts selling goods and has received widespread praise and high popularity.
2. Oriental Selection’s “Small Essay” Incident
Oriental Selection’s “Small Essay” incident originated from Dong Yuhui’s copywriting in a video, which later triggered a controversy over the creative rights of the copywriting. This turmoil had a significant impact on Dongfang Selection, including a sharp drop in the number of viewers in the live broadcast room, a significant drop in the number of fans, and a drop in stock prices.
In order to quell the turmoil, Oriental Selection took a series of measures, including suspending anchor Tianquan's live broadcast for three months and criticizing him, and removing Sun Dongxu from his CEO position and replacing it with New Oriental founder Yu Minhong.
Dong Yuhui and New Oriental founder Yu Minhong jointly broadcast live, expressing explanation and apology for the "little composition" incident and its subsequent development.
subsequently decided on Dong Yuhui’s strategy of establishing an independent studio. Oriental Selection announced that Dong Yuhui’s identity has been changed from “goods anchor” to “Oriental Selection senior partner”. The butterfly effect caused by the
"little composition" incident is really exaggerated, and it has become a time of national concern. The entire incident of
reflects the management problems of Oriental Selection, including team collaboration, the relationship between personal brand and corporate brand, and the contradiction between the anchor and the platform. It also highlights the need for Dongfang Selection to strengthen its work in human resource management, corporate culture construction, team collaboration mechanism, crisis management system, etc., to solve related problems and promote the company's long-term development.
This controversy is not only a dispute about the ownership of copywriting, but also a test of Oriental Selection’s internal management and brand management. It reveals the complex relationship between live streaming e-commerce platforms and their anchors, as well as the impact of personal influence on corporate brand value.
No one expected that an anchor would have such a great influence on a listed company.
3. How to see the "de-fabrication" of Oriental Selection?
business logic has really changed!
"de-brightening" is "right" from a common sense point of view. Reducing reliance on Dong Yuhui’s personal influence is an adjustment made by Oriental Selection in its brand and marketing strategies. There are potential risks in any business model that relies too much on a single individual. By reducing its reliance on Dong Yuhui, Oriental Selection can better spread this risk, thereby improving the stability and sustainability of the business.
"De-Huihua" is a reasonable adjustment made by Oriental Selection in response to market changes and the company's long-term strategic planning. However, the implementation of this strategy currently faces great challenges, such as how to successfully transform while maintaining Dong Yuhui's personal charm, and how to balance the relationship between existing business and new strategies. Now that the data of Oriental Selection is completely inferior to that of the new "Walking with Hui" live broadcast room, how can the capital market revalue "Oriental Selection"? Can it really be viewed as an e-commerce company? Would the
mcn organization be more suitable?
Columnist
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