Some time after the "Little Composition" controversy passed,
started broadcasting in Dong Yuhui's "Walking with Hui" live broadcast room for a period of time, and
's various operations at Oriental Selection gradually got on track,
Yu Minhong finally said The truth about that incident.
According to Yu Minhong, if Oriental Selection only relies on Dong Yuhui for its development, then this is not a normal company. A normal company should develop in an all-round way. All these anchors go all out to develop, and the company itself also goes all out to develop.
It can be seen that when Oriental Selection is increasingly bound to Dong Yuhui alone, it is no longer a normal company.
The reason why Oriental Selection has entered the live broadcasting track is not just to be an "abnormal" company that only relies on a certain big anchor.
From this perspective, we can understand the ins and outs of the entire "little composition" controversy, and we can recognize the difference between Oriental Selection and other live broadcasts.
In the final analysis, the reason why Dong Yuhui suffered unfairness from the outside world was actually because people still looked at him with the eyes of the big anchors in the past, instead of placing him in the context of the Oriental Selection.
Oriental Selection is also not just a platform and channel for obtaining traffic, but more importantly, it wants to be a company that deeply integrates traffic and industry. To be more precise, traffic empowers the industry.
Through this, we should not only see Oriental Selection itself, but more about the difficulties faced by the current live streaming industry and the trend that it must transform.
Only in this way can we understand a more comprehensive and complete Dongfang Selection, and can we understand a more comprehensive and complete live streaming industry.
Live-streaming of selling goods, starting to say goodbye to "single-soldier operations"
When it comes to live-streaming of selling goods, we always associate it with a certain big internet celebrity or big anchor. In the early days of the development of live streaming,
was indeed a "single soldier" model that relied heavily on personal strength.
Whether it is Wei Ya, Li Jiaqi, Luo Yonghao, or Xiao Yang, they are all like this.
However, although the "single soldier combat" live broadcast delivery model allowed its development to grow rapidly in a short period of time, in the later stages, it began to encounter more and more difficulties and problems.
First of all, the excessive concentration of traffic has increased risks.
As the development of live streaming has entered a period of rational growth, especially as compliance policies related to it have begun to emerge, live streaming has gradually bid farewell to the previous development model of brutal growth and entered a compliance development stage.
For players who sell live broadcasts, if the traffic is excessively concentrated in the hands of a certain big anchor or big Internet celebrity, they will inevitably face a series of risks. If
wants to get rid of such a development dilemma, it must avoid excessive concentration of traffic and heavy dependence on a certain big anchor or big Internet celebrity.
Oriental Selection's "little composition" controversy has highlighted this problem.
Only by truly avoiding excessive concentration of traffic and truly placing traffic in different "baskets" can the risks faced by live streaming players be resolved.
Secondly, the dividends from traffic are no longer available, causing costs to continue to increase.
is still different from the previous traffic dividends. Nowadays, live streaming has actually entered a fierce stage of competition for traffic.
After the Dongfang Selection "Small Essay" scandal emerged, we saw so many people extending olive branches to Dong Yuhui, which made us see this point more clearly.
In the final analysis, the reason why they favor Dong Yuhui so much is not only Dong Yuhui's own characteristics, but also the huge traffic behind him.How does
break through the traffic growth dilemma caused by the "single soldier combat" model? One of the very important aspects of
is to break the "unipolar" dilemma of traffic and truly achieve "multipolar" development.
Only by realizing the "multi-polar" development of traffic through live streaming and selling goods can
be able to create more and more big anchors and big internet celebrities. Then, the future development of this company will be imaginative.
Through the above analysis, we can see that live streaming has begun to bid farewell to the "single-soldier combat" model, bid farewell to the barbaric growth in the reckless period, and entered a rational development period of multi-polar development.
For live streaming, this is a truly scientific and reasonable development model, and this is a development model that can truly have greater imagination.
Live streaming is no longer a "traffic filter" One of the important reasons why
live streaming came into being is the huge traffic contained in the live streaming itself.
In essence, live broadcast plays more of a "capturer" of traffic.
When live broadcast captures more and more traffic, it needs to monetize this traffic, so live broadcast delivery comes into being.
Therefore, if we summarize and define previous live broadcasts, it plays more of a "traffic filter" role.
From this perspective, there is no essential difference between live broadcast, short video and text.
In essence, they are just a medium to obtain traffic.
However, just as text is replaced by short videos and live broadcasts, the medium of traffic is actually constantly changing.
One of the important reasons why traffic media changes is that traffic needs and preferences are always changing.
If we want live streaming to go through the cycle, and if we want live streaming to bid farewell to the role of just a "filter" for traffic, it must bid farewell to the positioning of just traffic background and find more new development possibilities.
Similarly, if we summarize and define live streaming, it is more like a new type of e-commerce.
Therefore, putting live broadcast delivery under the perspective of e-commerce to find and explore new directions is the key to truly allowing it to find new opportunities.
So, what kind of changes are taking place in e-commerce now?
Through the exploration and practice of leading e-commerce companies represented by Alibaba, JD.com and Pinduoduo, we can clearly find that e-commerce players are no longer just a platform; Center, but began to look more for ways and means to integrate with the industry.
To be more precise, e-commerce players are looking for ways and means to integrate data and reality.
For Dongfang Selection, what it wants to do is exactly what those e-commerce players are doing.
Whether it is its investment in the industrial chain or supply chain, or its empowerment of related industries, we can see that it is deeply bound to the industry itself.
Therefore, only by realizing this can we truly understand the real cause of the "Little Composition" incident in Dongfang Selection.
Live streaming, the competition is no longer "traffic"
After the "Small Essay" incident of Oriental Selection, we saw many people extending an olive branch to Dong Yuhui.
In the end, they are still looking at live streaming with the same model and perspective as in the past. In the end, they still want to use Dong Yuhui to harvest traffic.
In fact, when the development of live streaming has entered the deep water area, especially after users have a comprehensive understanding and understanding of live streaming, if you want to truly impress consumers and let users place orders, you only need traffic. is not enough.
So, what should live streaming products really compete with? One of the very important aspects of
is the product and service capabilities of live streaming.
From the perspective of product strength, players who sell goods through live streaming must find products that are truly marketable, products that can truly meet the needs of users and consumers, and products that can truly solve the pain points and problems of users and consumers.
lacks this point. No matter how much traffic there is, no matter how huge the fan base is, it will inevitably overturn one day.
From the perspective of service capabilities, for live streaming, many players do not build their own supply chains and service chains. They only play the role of selling products, but do not undertake follow-up services, which ultimately leads to users and Consumers have a poor experience with products and services.
It has been reported that the quantity and price of live broadcast products are inconsistent, and the chaos of unequal services has begun to occur more and more.
For players who sell goods live, only by continuously improving their service capabilities can they gain a good reputation.
In addition, if we regard live streaming as a type of e-commerce, we also need to improve ourselves in terms of product and service capabilities, rather than just competing for traffic.
We can also see this through e-commerce players represented by Alibaba, JD.com and Pinduoduo.
They began to continuously launch a series of actions to improve their service capabilities, such as receiving goods first and paying later, instant delivery, intra-city delivery, and cloud warehouse construction; they began to continuously improve their product capabilities by creating industrial belts and empowering merchants... For
, when it comes to live streaming, only by no longer simply competing for "traffic" but focusing more on product and service capabilities can we truly bring our own development to a new stage of development.
And this is exactly what Dongfang Selection, a player who has devoted himself to the second half of the live broadcast, needs to do.
Conclusion
After the "little composition" controversy subsided for a while, Yu Minhong finally told the truth about the Oriental Screening and Dong Yuhui incident.
In the final analysis, Dongfang Selection has seen the difficulties and problems that the live streaming industry is facing, so it has chosen a different path from the current mainstream live streaming players.
Recognizing this, we can truly understand the truth of the "Little Composition" controversy, and we can truly understand the iconic significance of the "Walking with Fai" live broadcast room to Oriental Selection.
—End—
Author: Meng Yonghui, senior writer, columnist, industry research expert, well-known kol, and digital economist.
