Article | E-commerce Online When Dong Yuhui, who was "flying solo", was involved in controversy, the live broadcast room of Oriental Selection welcomed back a familiar face. On the afternoon of November 24, "Oriental Little Sun" Sun Dongxu appeared in the Oriental Selection live

2024-12-11 07:09:04 entertainment 7134℃

article | E-commerce online

When Dong Yuhui, who was "flying solo", was involved in controversy, Oriental Selection's live broadcast room welcomed back a familiar face.

On the afternoon of November 24, "Oriental Little Sun" Sun Dongxu appeared in the Oriental Selection live broadcast room. While introducing the products with anchor Tian Quan, he packaged and shipped them to consumers in the warehouse.

After the "little composition" incident last year, Sun Dongxu, who wanted to "hold a meeting" for consumers, was questioned. He was subsequently dismissed by Yu Minhong and fell silent for nearly a year. This time, Sun Dongxu, who packaged and shipped goods in the live broadcast room, seemed quite approachable and received support from many Oriental Select consumers.

It is undeniable that in the field of live streaming, controversy and prosperity are two sides of the same coin, and the topic is traffic. When "Xiao Sun" appeared in the Oriental Selection live broadcast room again, it naturally triggered a lot of discussions. The most intuitive one may be the changes in the popularity of the live broadcast and the secondary market.

According to data from Cicada Mama, on November 24, the number of viewers of the Oriental Selection live broadcast reached 10.392 million, surpassing the number of viewers of the three live broadcasts of Youhui Peer on November 24. The day after Sun Dongxu appeared in the live broadcast, Oriental Selection's stock price rose 9% on November 25.

Dong Yuhui, who has been involved in controversy recently due to interviews, Shaomai and other topics, has not stopped moving.

Also on November 24, Qichacha data showed that Yuhui Peering Company had undergone industrial and commercial changes, and Dong Yuhui was changed from executive director and manager to director and manager. Five days ago, Youhui Peer announced that it had obtained the MCN qualification license, and its business scope includes performance and brokerage business, as well as performance ticketing.

has long bid farewell to the brutal growth of live streaming e-commerce and is gradually changing. Many players are shifting from pursuing short-term explosive growth to pursuing long-term stable operations. Dongfang Selection and Youhui Peer, which have stepped into different rivers, have different operations, but the ultimate goal is to reduce potential risks and lengthen their life cycles in the live broadcast delivery industry that cannot stop "overturning".

Dongfang Xiaosun, brought Dongfang Selection back to the hot search

Sun Dongxu ’s return has already been foreshadowed.

On October 10 this year, Sun Dongxu, who had not updated his Douyin account in the past nine months, posted pictures and texts on Douyin of the New Oriental Headquarters Building and Sinosteel Building, as well as a photo of himself holding a hat. In the comment area, many fans of Oriental Selection said "welcome back".

Subsequently, Sun Dongxu updated two Douyin updates again, one was Fan Debiao's "Escape from Desperate Times", and the other was Dongfang Selection's September work report. Most of the comments in the two updates were supportive voices, and some people expressed Looking forward to his return to the Oriental Selection live broadcast room.

Sun Dongxu posted two updates in a row

Although Sun Dongxu resumed updates on social platforms at this time, he showed more "behind-the-scenes work" until November 23, when the main account of Oriental Selection released a video. Leading anchors such as Yoyo, Mingming and Tianquan excitedly discussed "that man is coming back".

On the afternoon of the next day, Sun Dongxu appeared in the Oriental Selection live broadcast room. First, he worked silently in the corner of the warehouse while wearing a mask, causing curious viewers to guess who this "employee" was. Later, the anchor Tianquan who was responsible for introducing the products stepped forward. They started chatting and unveiled the "veil" of the mysterious person. Sun Dongxu also officially announced his return to the stage and started live broadcasting again.

Last year, Sun Dongxu’s departure was quite controversial. After the "little composition" incident fermented, Sun Dongxu, who was Dong Yuhui's Bole, said seriously in the live broadcast room, "Let's have a meeting" and then put his mobile phone on the table. The audience questioned whether he was "throwing the mobile phone" or "education consumption". ". Immediately afterwards, Oriental Selection announced that Sun Dongxu had been removed from the position of executive director and CEO of Oriental Selection.

After nearly a year, the return of the topical character Sun Dongxu naturally brought a lot of attention to Oriental Selection. According to data from

Cicada Mom, on November 24, the number of viewers of Oriental Selection’s live broadcast reached 10.39 million, ranking first in popularity in the past 30 days. The sales of the entire live broadcast ranged from 10 million to 25 million yuan, ranking first in the past 30 days. Third, the top two are the live broadcasts of Oriental Selection’s big promotions during the Double 11 period.

The topic "Dongfang Xiaosun returns to Oriental Selection" also trended on Weibo. The sensitive nerves of investors were touched, which was transmitted to the secondary market. Oriental Selection's stock price rose 9% on November 25.

Without the head anchor, Oriental Selection needs new topics

Sun Dongxu returned to the stage again, bringing new traffic topics to the Oriental Selection live broadcast room, which can also be regarded as bringing "reassurance" to the market.

Looking back at the story of Oriental Selection in the past two years, the plot this time is still familiar. The topical figure appeared and spoke, which aroused traffic and public opinion. Then the popularity soared, and the secondary market gave feedback in the form of stock prices.

Dong Yuhui and Sun Dongxu bring goods together

Live streaming is an industry that cannot be separated from traffic, and Dongfang Selection is gradually losing traffic.

On July 25 this year, Oriental Selection announced Dong Yuhui’s resignation. At the same time, Oriental Selection sold 100% of the shares of Hui Peer to Dong Yuhui.

Dong Yuhui’s resignation caused Oriental Selection’s stock price to fall by nearly 30%. After going solo, Dong Yuhui also took away part of Oriental Selection's traffic. The huge "mother-in-law (Dong Yuhui fans)" group made Yuhui become the well-deserved top anchor of Douyin. According to data from

Cicada’s mother, in terms of sales volume, He Hui, who is flying solo, has always been in the top two of the list of delivery experts, and has topped the list many times. Looking back at Oriental Selection, in February this year, Oriental Selection ranked in the top 4 on the list of delivery experts, and then the ranking fell out of the top 5. By October, the ranking of Oriental Selection dropped to 23rd.

New Oriental’s performance report for the first quarter of fiscal year 2025 (June 1 to August 31, 2024) shows that after Dong Yuhui’s solo career, Oriental Selection incurred operating losses. Oriental Selection’s operating loss in that quarter was approximately 10 million US dollars (approximately RMB 71 million).

has lost the Dongfang Selection of traffic figures and urgently needs to fill this traffic vacancy. In the field of live broadcast rooms, compared to Yu Minhong , Sun Dongxu is obviously a better topical figure.

Oriental Selection Weibo welcomes Sun Dongxu’s “return”

One. Compared with Yu Minhong, Sun Dongxu has a lot of topics. From Dong Yuhui’s Bole to the former CEO who was dismissed for “little essays”, as long as Dong Yuhui is mentioned, It is inevitable to mention Sun Dongxu. His appearance in the live broadcast room to bring goods will naturally attract traffic attention.

Secondly, Yu Minhong has always been an upright person, and he often makes shocking remarks. From the previous remarks that "Samsung will inevitably fail" caused controversy, to the complaints about Oriental Selection's "mess", the stock price fell by more than 22%, and the market value evaporated by 4.3 billion Hong Kong dollars (approximately 4 billion yuan).

At the same time, Yu Minhong once said that he planned to stay away from the business world and spend more time traveling. In a situation where a single sentence can cause stock price turmoil, the upright Yu Minhong is not suitable to appear in front of the stage often.

Thirdly, Sun Dongxu is not only the reassurance of Oriental Selection to the capital market, but also the reassurance of Oriental Selection’s live broadcast business. According to "LastPost", Yu Minhong set the general direction for the early Dongfang Selection live broadcast room, and then Sun Dongxu decided to "no pit fees" and "only charge an average commission of more than ten percent for agricultural products (the industry average is 20%"). %)" and "not accepting a large number of samples" three major principles.

It can be said that Sun Dongxu is the person who single-handedly supported the growth of Dongfang Selection’s live streaming business. When Dong Yuhui left, other anchors of Oriental Selection may also be confused. During this year's "618" period, Oriental Selection became a hot topic because of anchors Yoyo and Dundun's hawking live broadcasts. Dundun said that the change in style is to cater to the rhythm of the platform and obtain traffic push-when the anchor can no longer attract traffic, he can only apply the proven hawking style to bring goods, and he has become his "most popular style". Disgusting look."

When Dongfang Selection was in crisis, Sun Dongxu appeared in the live broadcast room and began to bring goods. It brought not only traffic, but also perhaps provided ideas for Dongfang Selection, indicating the direction of the next step, looking for a more stable and reliable Sustainable business model.

Dong Yuhui and Oriental Selection, different choices

While Sun Dongxu reappeared in Oriental Selection, Dong Yuhui and Yu Hui also made a lot of moves.

first announced with Hui that it had obtained the MCN qualification license, and then Dong Yuhui changed from executive director and manager to director and manager. After Dongfang Selection "de-evaluated Dong Yuhui", Peer With Hui also began to "eliminate Dong Yuhui". Dong Yuhui seemed to have the intention of retreating behind the scenes - the traffic of top anchors is a double-edged sword. On one side of

, Dong Yuhui led Youhui Peer to the top of the delivery list. On the other side, it was Dong Yuhui who kept “overturning”.

read a typo in the live broadcast, indicating that Marie Curie discovered uranium and complained about shaomai, which put Dong Yuhui's "cultural personality" in jeopardy; chatting with the main creator of the movie "Decryption" and interviewing Li Juan, etc., made Dong Yuhui criticized. Participate in the "Father King Competition" and have a "decisive battle with Chen Sicheng, the father of the Forbidden City."

Although these turmoils have not yet affected the sales of Live Broadcasting with Hui Tong, they have also caused many crises for Yong Hui Tong. Especially since this year, top Douyin anchors such as Brother Xiao Yang and Sister Dongbei Yu have "overturned" one after another. It sounded the alarm for Youhui Peer - relying on personal IP and traffic will face high risks and uncertainties.

turned to mcn, which may be the answer given by colleagues with Hui.

But Dongfang Selection, which also "de-transformed Dong Yuhui", did not follow this path. From the beginning, what Yu Minhong and Sun Dongxu wanted to do was "Online Sam", and Oriental Screening wanted to be a product company, not an MCN organization that relied on anchors. After

broke through the circle through Dong Yuhui, Oriental Selection is still deeply involved in the supply chain and continues to develop its own brands. This can also be seen from the brands carried by Hui Peer and Oriental Selection. Data from Cicada Mama shows that most of the goods carried by Youhui Peer are products of various brands, ranging from video drinks to clothing and underwear. Among the products carried by Dongfang Selection, 18.6% are self-operated brand products.

Sun Dongxu shipped the goods in the live broadcast room

At the New Oriental shareholders meeting in July this year, Yu Minhong bluntly said, "The divestment of Hui Peer is very regrettable and inevitable, and it is also good for the development of the company." Without Dong Yuhui, although Oriental Selection will go through a period of pain, it will also become a purer "product company" that does not rely on top anchors.

has entered the era of "retention" from the traffic era. All practitioners in this industry need to clearly realize that live streaming is no longer a simple traffic issue. For consumers at this stage, live streaming Bringing goods is no longer new.

Oriental Selection and Youhui Peer have different choices and different paths, but both are seeking a more sustainable path to reduce potential risks. Whether Dong Yuhui can copy the next "Dong Yuhui" and whether Oriental Selection can once again seize the attention of consumers through "Xiao Sun" is still unclear. At this stage, how does Oriental Selection attract traffic and retain the current traffic, and how does Dong Yuhui avoid "rollover"? Good "cultural personality" is a more real issue.