Article | Pacific Technology From the perspective of online public opinion, Dong Yuhui’s life after leaving Yu Minhong has not been peaceful. In the past 100 days, there have been nearly 50 hot searches about Dong Yuhui. Dong Yuhui in hot searches is either making a statement or

| Pacific Technology

From the perspective of online public opinion, Dong Yuhui’s life after leaving Yu Minhong was not a peaceful one.

In the past 100 days, there have been nearly 50 hot searches about Dong Yuhui. Dong Yuhui in hot searches is either making a statement or responding most of the time.

The focus of public opinion began to shift from his relationship with Yu Minhong and Dongfang Selection to Dong Yuhui personally. He began to receive more focused gaze and scrutiny, which may not be the result Dong Yuhui wanted.

But in the era of public microphones, becoming famous is far less popular than "turning over" and "collapsing a house". Watching is power, and forwarding is waving. When thousands of people wave at the same time, it is enough to form a new storm.

Until now, whether it is Dongfang Selection or Dong Yuhui, the market has always been difficult to completely separate the two parties from each other. Even when New Oriental released its financial report a few days ago, the prefix was "New Oriental's first quarterly report after Dong Yuhui left."

If the market is still concerned about whether Dong Yuhui is ready to become a businessman, then for the more core "mother-in-law", they still only care about "Yuhui".

Frequent overturning cannot affect Dong Yuhui

not to eat, not to watch, not to buy.

This is the attitude of most people towards Dong Yuhui from the perspective of the young people who are the core of the Internet.

When you mention cherries, you can't just mention cherries. You have to say that they are grandma's cherries. You have to say that the cherries dotted on the tree are like stars scattered in the world. You can say that grandma is like the stars falling into the world.

This almost gorgeous rhetorical description, except for middle school writing to make up the word count, is now difficult to impress young people. They will pay for Li Dan's not-so-cheap beef jerky for his "story meeting", and they will be happy to play "Stop playing big ice memes, okay? Okay?" while no longer being ashamed to mention the past. I have also read Teacher Da Bing’s books.

The era of chicken soup for the soul has long passed. For netizens, they could be controlled by Da Bing’s books ten years ago, but now they can be controlled by Da Bing’s live broadcasts. The "mouth substitute" Da Bing became famous because he was living in the real world.

As for the correct nonsense like "Looking from a distance is just scenery, looking up close is nothing but mediocrity", young people have long stopped accepting this nonsense.

Many people born in the 1990s around me mentioned Dong Yuhui, and even only knew about him in hot searches. They would not place an order on Walking with Hui, nor would they watch Dong Yuhui’s live broadcast.

But does Dong Yuhui really need young people?

Internet celebrities who are active on Douyin, Kuaishou and other social media platforms have fallen out of favor, either because they said the wrong thing or because they sold the wrong product.

Li Jiaqi lost nearly a million fans a day because of a 69 yuan eyebrow pencil, and had no choice but to stop broadcasting for several days. More than a year has passed, and to this day, many netizens in the comment area of ​​Li Jiaqi's account are still asking, "Have you worked hard enough?" "

And the 100 days since he left Yu Minhong can also be called a history of Dong Yuhui's overturn.

went from sighing that "the gods have returned to their places" in the Louvre, which houses more than 30,000 Chinese cultural relics, to calling for not focusing on gold medals during the Olympics. Netizens ridiculed "you are everywhere" and "competitive sports don't want gold medals." What kind of competition are you still participating in?"

Picture source: E-commerce Home Weibo

From pronouncing "lufan scarf" as "lufan scarf" to popularizing Marie Curie in the live broadcast, in just three minutes, she won 100 awards for discovering polonium and radium. Marie Curie, who won the Physics and Chemistry Prizes, became the Marie Curie who discovered uranium, was nominated for the Nobel Prize in Literature, and also invented the X-ray machine.

Take the most discussed incident of Marie Curie’s verbal slip as an example. The incident occurred on September 30 and began to ferment the next day.New Dou data shows that on September 30th, the account of Youhui Peering had a slight increase of 500 followers. From October 1st to October 3rd, the average daily loss of followers was only 1000-2000. There are only three days of powder loss in a month.

On October 9, Dong Yuhui responded to the criticism of his "cultural person" label across the Internet. Dong Yuhui said that "slips of the tongue are normal", "No one can make mistakes without being a sage", "We accept feedback and criticism, but not If you want to find 4.5 hot searches a day for a bunch of media to go to war, you can’t spend all the money your company earns on it.”

Even though it is rare on the Internet for "Internet celebrities" to say wrong things without apologizing and "choking" netizens, Dong Yuhui still obtained "forgiveness" from his "mother-in-law" and gained 7.32k followers that day.

To put it bluntly, will be the group of people who follow Dong Yuhui's overturning on social media platforms, but they are not the group of people who will pay for Dong Yuhui's live broadcast room. Even though

has received negative reviews from public opinion, Dong Yuhui's number of fans and sales have not been greatly affected. As of November 2, the number of followers of the Douyin account of Youhui Peer was 24.744 million, with an increase of 2.96 million followers in 100 days.

The clamor of public opinion fell on the mother-in-law, and Dong Yuhui didn't even need public relations.

How strong is the mother-in-law’s money-making ability?

Last week, New Oriental released its 2025 fiscal year q1 financial report (i.e. June 1 - August 31, 2024). Due to Dong Yuhui's resignation at the end of July, New Oriental's first quarterly report after the "breakup" attracted full market attention.

In this financial report, New Oriental focused not on Oriental Selection , but on New Oriental’s education and training business.

From a profit perspective, New Oriental's operating profit in this quarter increased by 43% year-on-year to US$300 million. However, if the operating losses incurred by Oriental Selection are not taken into account, it increased by 58% year-on-year to US$300 million.

In other words, the Oriental Selection in the current quarter not only did not make a positive contribution to New Oriental's performance, but also hindered it.

As of November 2, the number of fans on both Douyin platforms

With market saturation and stricter supervision, live streaming e-commerce has undoubtedly been in a period of turmoil this year. With the "fall" of Douyin's top internet celebrities such as Xiao Yang Ge and Dongbei Yujie, the instability and high risks of mcn, which relies on top internet celebrities, are still affecting the market's expectations for the industry.

Previously, pconline had analyzed that after last year’s surge in traffic, Oriental Selection began to emphasize deepening the supply chain and building its own brand. The next proposition for Oriental Selection is to prevent Oriental Selection from becoming an MCN company driven by top anchors and Dong Yuhui, and instead build a more stable and sustainable business model.

Although the losses in Oriental Selection business have added a shadow to New Oriental's financial report. But whether it is revenue or profit, New Oriental has clearly surpassed the level before the implementation of the double reduction policy.

Is Dong Yuhui’s impact on New Oriental’s e-commerce business a one-time or ongoing one? Judging from the current development trend of the entire industry, the 100 days without Dong Yuhui may not be enough to draw a conclusion.

But compared to Dong Yuhui, who is still talking and selling goods in the live broadcast room, the emergence of new growth points in New Oriental's business has, to a certain extent, greatly shared the risks of New Oriental's income structure.

From the data point of view, in the 100 days after Dong Yuhui left, the total number of fans of Oriental Selection was exactly two opposite curves compared with that of Yuhui.

The picture above shows the number of fans of "Walking with Fai", and the picture below shows the number of fans of "Oriental Selection"
Data source: Gray Dolphin Data

According to Duoduo data, in three months, "Walking with Fai" has been broadcast a total of 158 times, with an average broadcast duration For nearly 10 hours, the average number of viewers per game was 7.03 million, and the average daily sales were 28 million. Based on a simple calculation based on this data, within three months of , the sales of Live Broadcast with Hui Peer had exceeded 2.5 billion.

Live broadcast sales with Hui
Source: Daduoduo

This data may not be at the same level as Jia Nailiang, the leader of Douyin’s live broadcast, but is already four times that of Oriental Selection.

Dong Yuhui does not rely on young people to make money, and the facts prove this. Data shows that among Dong Yuhui fans, fans aged 31-40 account for more than 50%.

Some time ago, Fengnian, founder and CEO of Midas Touch, analyzed that Dong Yuhui’s fans can be roughly divided into two categories: urban silver-haired people and county ladies. He said these two groups not only have strong purchasing power, but are often key players in household decision-making. This analysis of

was criticized by Dong Yuhui. He said that this statement was very offensive and believed that this label was a kind of scrutiny with a sense of superiority and lacked quality.

But in fact, at this stage, Dong Yuhui’s fans are still mainly female. Xin Dou data shows that women account for 65% of Dong Yuhui’s fans. In terms of geographical distribution, new first-tier cities account for the majority of fans, reaching 24%, followed by third-tier cities accounting for 21%. The sudden explosion of

is a release of passion, but just as Dong Yuhui admitted in an interview a year and a half ago, the passion will definitely recede, and until now, the nearly 3 billion transaction volume supported by the "county ladies" , which is enough to prove the mother-in-law’s ability to make money.

draw emotional value from Dong Yuhui’s poems and distances. There is no relevant data on the repurchase rate of Walking with Hui on the Internet, but from the live broadcast traffic analysis, nearly 30% of the audience sources of the Walking with Hui live broadcast room come from following , which is double the industry average.

opened the Hehui Peer account at the end of last year. Within 20 days, the number of fans of the Hehui Peer account reached 1,000,000. From being able to gain 3 million followers in a single episode of the first broadcast to over 3 million followers in more than 3 months, the number of fans of Walking with Hui has obviously reached saturation just by relying on the mothers-in-law. Will the single fan structure of

become a problem for Dong Yuhui in the next 100 days? To be honest, it is difficult for us to judge how long the mother-in-law's passion will last. Perhaps the loyalty of the county lady is far higher than we imagined.

But the mother-in-law is always willing to pay for Yu Hui. He is an intellectual who does not enjoy live broadcasts and is unwilling to bow his head when faced with "slips of the tongue" and public opinion. He is still quite "characterful" and not a businessman.

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