Every reporter: Yang Xinyi Every editor: Liu Xuemei
After the uproar of the "little composition" incident, Dong Yuhui was promoted to senior partner of Oriental Selection (hk01797, stock price 28.7 Hong Kong dollars, market value 29.175 billion Hong Kong dollars), and his new account "Walk with Hui" "The grand opening of the show in the past three days seems to have further outlined the picture of "the boat has passed the Ten Thousand Mountains".
html On January 11, a reporter from "Daily Economic News" saw on Feigua data that since the broadcast of "Walking with Hui" on the evening of January 9, the audience and GMV for three consecutive days exceeded the performance of the main account of Oriental Selection. Among them, it had 54.314 million viewers on the first day of the broadcast, sold more than 1 million pieces, and had a gmv of more than 100 million yuan. It also topped the Douyin sales list, popularity list, hourly list, followers list and likes list.
January 9th "Walking with Hui" live broadcast room premiere picture source: Douyin screenshot
In this massive "restart", the reporter noticed that there are currently no Dongfang Selection products in the "Walking with Hui" products. The figure of the camp product.
Previously, Oriental Selection responded to the "Daily Economic News" reporter regarding the "Small Essay" incident, saying that the outbreak of public opinion at that time exposed the gap between the two models of "Internet Celebrity Model" and "Product Line". conflict. Oriental Selection will stick to its product line.
So, does the current product selection preference of "Walking with Hui" reflect that Oriental Selection is using the "Internet celebrity model" to create new accounts? Cui Dongsheng, vice president of
Make Friends, said in an interview with a reporter from the "Daily Economic News" that "(Dongfang Selection Account and Dong Yuhui's new account) will most likely distinguish between models." "In fact, the core (problem) of the 'Internet Celebrity Model' ) is that the freshness of the content will decline rapidly, basically within a year or so. Therefore, the key to whether the new account can surpass the Oriental Selection Large Account in the long term is the follow-up strategy." The specific follow-up operation strategy of the new account of
is still unknown. However, many industry insiders said in an interview with a reporter from "Daily Economic News" that as long as "Walking with Hui" sells well, the new account will be beneficial and harmless to the valuation of Oriental Selection.
However, the instability of the "Internet celebrity model" lies not only in whether it can become popular, but also in the risk of mcn organizations losing their top anchors. Although the company behind the account is currently wholly owned by New Oriental, Yu Minhong stated during a live broadcast in mid-December last year that Dong Yuhui's personal account belongs to him personally, and it will also belong to him after leaving the company.
What is curious is, will the Oriental selection cultivate a good teammate or a strong opponent?
Dong Yuhui led 71 troops and continued to dominate Dongfang Selection
"You should not set sales tasks for yourself, and I will not set sales tasks for you." On January 9, New Oriental founder Yu Minhong spoke in the "Walking with Hui" live broadcast room Decompress Dong Yuhui, who is "working alone" for the first time. But this live broadcast without any KPI set a GMV of more than 100 million yuan for the first time.
At 19:00 on the evening of January 9, 860,000 people flocked to the premiere of this new account. Before Dong Yuhui appeared, expensive gifts such as carnivals were pouring out one after another in the live broadcast room, repeatedly blocking the comment area that kept scrolling with "Good business opening" and "Support Yuhui". In less than 4 hours, the live broadcast room received more than 1.29 billion likes, 104,000 comments, a total of 54.314 million viewers, and more than 1 million items sold.
In comparison, the main account of Oriental Selection seemed a bit deserted and was reduced to a supporting role on the day. Data from
Feigua shows that during the live broadcast of the main account of Oriental Selection on January 9, there were a total of 15.453 million viewers, the sales volume was between 100,000 and 250,000 pieces, and the GMV was about 10 million to 25 million.
The next day, there was still a huge difference between the two. The audience of "Walking with Hui" reached 39.557 million, and the gmv was between 25 million and 50 million. Both data were higher than the performance of the main account of Oriental Selection; on January 11, the audience of the afternoon live broadcast of "Walking with Hui" was 8.021 million viewers, and the main account of Oriental Selection had 7.841 million viewers.
A reporter from "Daily Economic News" noticed that as of 18:00 on January 11, the number of fans of the Douyin account of "Walking with Hui" reached 9.194 million. Although there is still a gap between the number of fans of the Dongfang Selection main account of 31.445 million, but It has greatly surpassed the number of fans of Oriental Selection Beautiful Life, self-operated products and other sub-accounts of 2 million to more than 3 million.
In terms of product selection, the products currently carried by "Walking with Hui" include fresh food, grain and oil seasonings, snacks and specialties, books and magazines, personal care and other categories, some of which overlap with the products selected in the Oriental Selection live broadcast room. In the premiere of
, Dong Yuhui revealed that there are currently 71 people in the independent studio team, most of whom are selected from various departments of Oriental Selection. “Some anchors like to explore and actively ask to join; there are also some anchors who after sorting out the team, Oriental Selection found some young people. The anchor is very talented and has been assigned to this live broadcast room."
Part of the team picture of "Walking with Hui" live broadcast room. Source: Douyin screenshot
Regarding the positioning of the "Walking with Hui" live broadcast room, Yu Minhong said on the day of the premiere, "Content and culture come first, sales second." Dong Yuhui also said that he will first stick to the original intention of agricultural products, while meeting everyone's needs for daily necessities, and exploring the possibility of books and culture in tourism. "On the basis of maintaining the genes of Oriental selected agricultural products, "We may also conduct a series of cross-border cooperation with Hui Peer in the future, involving interviews with leading figures from various industries."
In addition, Yu Minhong also revealed in the live broadcast room that he had just returned to China to explore the way for a possible "International Tour with Hui" in the future.
Regarding the future possibilities of the new account, Tencent Shenwang reported that "Walking with Hui" may also enter the field of knowledge payment in the future. However, Oriental Selection did not confirm this to the "Daily Economic News" reporter.
"A year ago, the work intensity and time of everyone in our team had reached the limit. When there are enough employees after the year, we will quickly launch a series of previous strategic deployments." The specific method of the new account is still very vague, but from Dong Yuhui What can be confirmed in the speech is that the operational layout of "Walking with Hui" will gradually become clear after February this year.
Self-operated products are absent. Will Dong Yuhui adopt the "Internet celebrity model"?
Of course, no matter what kind of business attempts "Walking with Hui" will make after the Spring Festival, bringing goods is destined to be the main business of the current live broadcast room. However, the reporter of "Daily Economic News" noticed that among the more than 100 products currently on the shelves of "Walking with Hui", none of them are self-operated products that Oriental Selection focuses on.
recalled that during the "little composition" incident in December last year, Oriental Selection told the "Daily Economic News" reporter that what public opinion exposed at that time was that Oriental Selection was in conflict between the internet celebrity model and the product route model. In case of conflict, Oriental Selection will stick to its product line. Judging from the current product selection of "Walking with Hui", has Oriental Selection turned to the Internet celebrity model in creating new accounts?
Regarding this, Zhang Yi, CEO and chief analyst of iiMedia Consulting, said in an interview with a reporter from "Daily Economic News" that the core of "Walking with Hui" is still Dong Yuhui, "so there is nothing wrong with saying that it adopts the Internet celebrity model. ", "But it's not that important whether to sell self-operated products or not. The key is to sell well. What you sell changes according to market changes."
Cui Dongsheng told reporters that there are currently three main strategies for live broadcast e-commerce. : The traffic acquisition model in which the master-apprentice system continuously creates new content, the online new retail model with matrix operations, and the supply chain support model in which self-operated products form barriers. “The core (problem) of the Internet celebrity model is that the freshness of content will increase rapidly. Decline."
Based on this concern, Zhang Yi revealed to reporters that his team is still investigating the live broadcast performance of "Walking with Hui". Currently, it is found that the user group of this account is mainly divided into fans, spectators and competitors. "You must remember, don't believe that fans will always be loyal."
But at least now the purchasing power of Dong Yuhui's "mother-in-law" is still online.
On the day of the premiere on January 9, Oriental Selection's stock price rebounded. As of the close of the day, it was trading at HK$29.5 per share, an increase of 2.97%.
Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of the International Joint Business School of Zhejiang University, told reporters that the original traffic core of Oriental Selection was Dong Yuhui. Now the traffic of the Oriental Selection live broadcast room has been transferred to "Walking with Hui." There is no loss for Yu Minhong."
“It won’t have much impact on the valuation of Oriental Selection, a listed company. The traffic is still the same, just transferred.But for the Oriental Selection live broadcast room, the value of the Oriental Selection live broadcast room has been devalued because the traffic has decreased. "He said.
Enterprise Chacha 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, Yu Minhong serves as a supervisor, and the beneficial owner and actual controller Also for Yu Minhong.
Dong Yuhui has previously emphasized that "Walking with Hui" is 100% controlled by Oriental Selection, and the account's GMV will be included in Oriental Selection's financial report.
Bailian Consulting founder Zhuang Shuai was interviewed by a reporter from "Daily Economic News" He said that for Dongfang Selection, as long as the company corresponding to "Pong with Hui" is still in the listed company system of Dongfang Selection, it is a good thing. "Of course, the possibility of independent listing of Hui Ping with capital operations in the future cannot be ruled out. The "
" model is a typical development model of partners and subsidiaries (or sub-groups), and is a very mature business operation and management model. "Zhuang Shuai believes that the opening of Dong Yuhui's new account will help Dongfang Selection retain talents, and also allow the company and talents to have greater room for performance. "As for whether this account will remain popular for a long time, it depends on the 'Walking with Hui' team. The organizational management capabilities, supply chain construction capabilities, marketing capabilities and other comprehensive capabilities that e-commerce companies should have. After all, many Dongfang Selection resources are currently being reused. "
Yu Minhong used "working day and night" to describe Dong Yuhui's efforts in forming a new team in the past 20 days in the premiere of "Walking with Hui". However, the launch is only the first step. The road ahead is too long. Oriental Selection, Douyin, Dong Yuhui's team and the "mother-in-laws" who love Dong Yuhui are all looking forward to the journey of this platform.
Daily Economic News
