On February 27, Dong Yuhui suddenly cleared all Weibo content. The reason is that when he was selling goods in a live broadcast on February 24, two types of underwear were put on the shelves in the live broadcast room, but he never explained these two products. He just said, "Friends who need it can take photos themselves." Faced with the urging of netizens, Dong Yuhui looked embarrassed, "I really don't know how to talk about this, so don't embarrass others." On February 26, the topic of Dong Yuhui's "three refusals to explain underwear" became a hot search topic. Dong Yuhui, who was live broadcasting, said: Naturally, he dislikes hot searches, so he will log out of Weibo tomorrow - he actually did this, and it is said that this is a personal act.
In the live broadcast room on February 27, Dong Yuhui talked about his views on hot searches. He gave an example of a hot search two years ago when he said he did not understand a female teacher doing manicure classes. He said this was his unintentional talk. But it was misunderstood as discriminating against women. He couldn't accept this happening repeatedly. Dong Yuhui said that he could not solve this problem and could only escape instinctively and clear his Weibo. He called this the anger of a common man and a spiritual victory like Ah Q's.
Obviously, Dong Yuhui is afraid of his hotly searched physique. Since becoming popular with "bilingual delivery + high-density golden sentences" in June 2022, Dong Yuhui has become a new traffic controller in the anchor world. The "Essay Incident" in Oriental Selection last December even further increased the popularity of the word "Dong Yuhui" in hot searches.
While "mother-in-law" is being sought after in a fancy way, there are also voices of amplified misunderstandings. After all, traffic is a double-edged sword. When he returned to his hometown to follow the CCTV filming team, he was considered to be "floating". Dong Yuhui originally had the opportunity to appear at the Shaanxi branch of the CCTV Spring Festival Gala this year, but the program was canceled because he revealed too much in advance. The traffic has brought "backlash" ".
Internet celebrities have a symbiotic relationship with hot searches. Many Internet celebrities also need to rely on popularity to maintain and extend their "life cycle." As a beneficiary of the traffic dividend, Dong Yuhui's "successful" transformation from an English teacher to a super anchor cannot be separated from the boost of hot searches. When Dong Yuhui became the profiteer of dominating the screen, it was difficult for him not to bear the price for the heat siphon and traffic squeeze. Just like Jia Ling, who dominated the hot search for several months because of her motivation to lose 100 pounds, it is difficult for "Hot and Spicy" not to trigger the aesthetic fatigue of "over-marketing".
Can Dong Yuhui really pull his hair and leave the earth to cut off the public and private domain traffic resources brought by Weibo, the birthplace of hot searches? It has to be said that clearing itself is already a traffic event, and it can also be regarded as an act of self-examination of huge traffic. It seems a bit willful, but behind it is reason and restraint.
At present, popular anchors in small live broadcast rooms are affecting public opinion. We really need to know what kind of guidance they will bring to people. Some netizens questioned Dong Yuhui. As a product anchor, it is his duty to explain and products should not be treated differently. However, the categories that Dong Yuhui carries on a daily basis are mainly food, books, daily necessities, etc. He tries to remain silent about unfamiliar categories such as beauty, digital products, and women's clothing. Li Jiaqi's previous downfall was because he believed that he was just selling eyebrow pencils, ignoring the fact that behind it was his empathy with female consumers for beauty.
For live broadcast platforms, the anchor itself is a big business regarding network influence. But it has to be said that the traffic itself is irrational and uncontrollable to a certain extent. While enjoying the traffic dividend, all parties should also be prepared for this. From the traffic, to the traffic, Dong Yuhui's willful departure this time is a resistance to the crazy traffic and a call for rational traffic.
How to keep up with the traffic, this may be a question that Dong Yuhui and the "mother-in-laws" should think about next. Data shows that the live broadcasts of Oriental Selection and Dong Yuhui have boosted the growth of the literary category in the Chinese book market in the past two years, and have largely broken the boundaries of live streaming. "Mothers-in-law", don't forget, since you like Dong Yuhui who successfully promoted works such as Chi Zijian's "Right Bank of the Ergun River" and Yu Hua's "Alive", why bother using underwear to embarrass "different fireworks"?
Yangtze Evening News/Ziniu News Commentator Zhang Nan
