"70 billion has turned into more than 9 billion. Whose fault is it? It's your fault alone. In the end, it was very boring and said, 'If everyone is not satisfied with me as CEO, they can choose someone else.' How can you say to the board of directors, If it doesn’t work, just choose someone else, there’s no such thing.”
html On the evening of July 26, Luo Yonghao once again commented on the “breakup” incident of Yu Minhong and Dong Yuhui in the Make a Friend live broadcast room. Speaking of Yu Minhong, Luo Yonghao restrained his emotions many times, "Okay, I'll restrain myself a little bit, and that's it. Come on, let's sell some goods."A situation similar to commenting and selling goods has appeared many times in the live broadcast room, "I said Boss Ren is an iron rooster, and I said Boss Ma's iron rooster cannot be detonated... Why did it detonate as soon as he said the iron rooster?" When he was excited, Luo Yonghao made a gesture to calm down his emotions with both hands, but he did not forget to sell goods, "Drink a sip of Gatorade, a sports drink. The intensity of my exercise just now was quite high. My exercise intensity is not spraying these things, I am It’s about restraining yourself, restraining yourself, it’s very intense and very consuming.”
That night, 7 million people poured into the Douyin live broadcast room of Make a Friend to watch Luo Yonghao "attack Yu Minhong and support Dong Yuhui." Luo Yonghao also did enough homework for this review and wrote down his key points on a few pieces of white paper in advance. The sales volume of
Make Friends live broadcast room has reached the range of 10 million to 25 million yuan. The day before, the sales of the Make a Friend live broadcast room were 2.5 million to 5 million.
’s scene of “making memes and selling goods at the same time” seems familiar. Just as before, netizens would go to Zhang Lan’s live broadcast room to watch “Big S and Wang Xiaofei’s divorce history”. Now they are going to Luo Yonghao’s live broadcast room to inquire about “the interest dispute between Dong Yuhui and Yu Minhong”. ".
In December last year, a small essay controversy broke out in Oriental Selection. Luo Yonghao commented on the interest dispute between Yu Minhong and Dong Yuhui in the live broadcast room for the first time. In the next six months, "attacking Yu Minhong and supporting Dong Yuhui" became a reserved program in Luo Yonghao's live broadcast room, and it also became a traffic password, time and time again Contribute popularity and sales to the Make a Friend live broadcast room. On the evening of July 25, as soon as the news of Dong Yuhui's resignation came out, many people rushed into the Make Friends live broadcast room and asked Luo Yonghao to "judge" the matter. However, Luo Yonghao did not appear in the live broadcast room that night.
Luo Yonghao’s comment on Yu Minhong may be based on his feelings, but this move did earn a lot of popularity for making friends. This is exactly what the live streaming industry needs, especially making friends. Make a Friend’s financial report shows that in 2022, the GMV of Make a Friend will exceed 7 billion yuan. In 2023, GMV will increase by 71% year-on-year to 12 billion yuan; however, in the first half of 2024, the growth rate of Make a Friend’s GMV will decline significantly. In the first half of the year, GMV The total amount is approximately 6 billion yuan, a year-on-year increase of 18%.
Dong Yuhui resigned from Oriental Selection. The share price of Oriental Selection plummeted the next day, but the share price of Make a Friend rose in response. According to reports in the financial industry, unlike Oriental Selection's "cliff-style" approach of de-heading Dong Yuhui, Make a Friend's de-heading strategy is more mature. Luo Yonghao, one of the founders of Make Friends, chose to voluntarily withdraw from management. Occasionally participating in live broadcasts as a guest ensured a smooth transition for the company.
With the independence of Hui Peer, the ranking of Douyin anchors will also change. In August 2022, two months after Luo Yonghao announced his retirement, Make Friends GMV was 240 million yuan and Oriental Screening was 650 million yuan. Since then, Make a Friend has been surpassed by Oriental Selection many times in Douyin’s monthly sales list, and the title of “Douyin’s No. 1 Brother” has also changed hands to Oriental Selection. With Dong Yuhui's solo career, Oriental Selection has lost its largest IP. A three-legged competition will also form between Oriental Selection, Walk with Hui and Make Friends.
一
Since the essay controversy began in December last year, Luo Yonghao has followed the hot spots of interest disputes between Yu Minhong and Dong Yuhui, often criticizing Yu Minhong and supporting Dong Yuhui in the live broadcast room.
On December 15, Luo Yonghao first commented on this matter on the Weibo account "Luo Yonghao's Rumor Refuting Account": At the precious moment when personal accumulation and the opportunities of the times coincide with the burst of huge energy, there is really no need to waste your life working part-time. He also said that if Dong Yuhui wanted to start a business, he would be willing to save a game and support him to start a business smoothly.
That night, Luo Yonghao’s live broadcast room was directly themed “Come in! Listen to Teacher Luo talk about Dong Yuhui and the choices about destiny”. As soon as the broadcast started, the number of viewers in the live broadcast room exceeded 100,000, and the total number of viewers exceeded 10 million. Sales The amount soared to 10 million to 25 million yuan, and the number of fans in the live broadcast room increased by 200,000 that day.
As the controversy over the essay intensified, Luo Yonghao’s comments became more and more sharp: “Mentioning gratitude is an evil idea that some entrepreneurs shamelessly instill into workers.” “Besides dirty and obscene, I don’t know what else to describe it. Such a villain."
After the live broadcast of Dong Yuhui and Yu Minhong together, Luo Yonghao once again fired up, "Watching it for a while, I felt that the impression was very poor, and it was another stupid move." "I feel guilty, but I don't have the heart to tell everything completely and honestly." "You're talking in circles..." ....What else are you talking about? It makes the poor young man embarrassed to talk."
Two days later, I made a friend and put Dong Yuhui on the live broadcast title again, "Live broadcast! Teacher Luo talks about Dong Yuhui for the last time! And the choices that are happening." In the live broadcast room, Luo Yonghao said that Oriental Selection "may be a live broadcast e-commerce in China Since its birth, it has become the most unfair, ridiculous, and the most bullying and exploiting of young people I have ever seen."
Luo Yonghao and the popularity of making friends are there. At that time, some netizens said, "If Yu Hui is wronged again, will Teacher Luo still take care of it?" Luo Yonghao's answer was that if these things still happen, he will not talk about it anymore. "If there is a new bad situation, you need my words." , Just say one word and I will definitely stand up."
But it turns out that Luo Yonghao will not stop easily in criticizing Yu Minhong. Some netizens even joked that "the person who knows Yu Minhong best is Luo Yonghao."
In the past six months, Luo Yonghao has "reviewed" Yu Minhong many times. At the end of May, Yu Minhong said in a conversation with Wumart founder Zhang Wenzhong that he had reached retirement age and was ready to leave the hustle and bustle of the business world.
Luo Yonghao immediately "troubled himself" in the live broadcast room. His first reaction was "impossible, absolutely impossible, don't take it too seriously." He said that Yu Minhong "is the kind of person who goes out and no one recognizes him on the road." "He is the kind of person who feels very lost when he gets on the plane and sits there. He can't stand the loneliness." He also bet with netizens in the live broadcast room that Yu Minhong will definitely "can't stand the loneliness" and will say that he will not retire in two days.
Not long after, Yu Minhong issued an apology, saying that his words to "stay away from disputes and live the life you want" did not mean that he would give up his responsibilities to Oriental Selection and New Oriental.
Luo Yonghao also complained about Yu Minhong's heartlessness in the live broadcast room: It's all just pretending. He also complained about the origin of "New Oriental". The private training institution where Yu Minhong worked part-time was called Dongfang University. The boss of the English training department of this private institution was also stingy and gave him less money. After Yu Minhong left, he set up his own institution called New Oriental. .
’s complaints about Yu Minhong have obviously become the traffic code for making friends. Luo Yonghao commented that Yu Minhong was in front, and behind him stood his old enemy.
html On the evening of July 29, Luo Yonghao’s “creditor” Zihui Venture Capital Zheng Gang posted a video to criticize Luo Yonghao, saying that Luo Yonghao was trying to reconcile the Yu Minhong and Dong Yuhui incidents. “First he encouraged Dong Yuhui to start a business and undermined Dongfang Selection, and now he is falsely They are pretending to be worried about the risks Dong Yuhui faces in starting a business, but in fact they are just a weasel paying New Year greetings to the rooster, and they have no good intentions.”二
Why is Luo Yonghao holding on to Yu Minhong?
The grievances between the two people can be traced back to more than 20 years ago. At that time, Luo Yonghao was an English teacher at New Oriental. Because of his unique teaching style and personal charm, he became the first generation of Internet celebrities. However, Luo Yonghao often criticized the organization's practices, so New Oriental's management recommended that Luo Yonghao be fired. Luo Yonghao also felt that he was being treated unfairly and left New Oriental. After leaving, Luo Yonghao repeatedly mocked New Oriental and Yu Minhong in public, and even called Yu Minhong "one of the most unprincipled people" in an interview.
This is also the reason Luo Yonghao himself gave for supporting Dong Yuhui, “When he saw Dong Yuhui who was also suffering unfair treatment, he wanted to support this young man.
Luo Yonghao's comments have indeed brought practical benefits to making friends. During the week from December 15th to 21st last year, 46.61 million people visited the Make Friends live broadcast room, and the sales volume of the live broadcast room reached 75 million to 100 million yuan, completing the sales of 75 million to 100 million yuan in the previous half month. Well, it exceeded the 31 million visitors in the previous half month. Among the many officially authorized accounts of
making friends, there are many sliced videos such as "Luo Yonghao comments or mirrors Yu Minhong". Some authorized accounts of Make a Friend even put Luo Yonghao’s review video at the top. The first part tells a story and the second part sells goods. Such videos often have a high number of views.
supports Dong Yuhui and expands the fan base for making friends. Luo Yonghao's comments favoring Dong Yuhui will attract many Dong Yuhui's mothers-in-law, and making friends with mainly male fans exactly requires these female user groups. The
alphabet list was analyzed during Double Eleven in 2022. The majority of the Make Friends live broadcast rooms are men, 73% are men and 27% are women; but currently, the gender ratio of its live broadcast rooms has changed dramatically, and the proportion of female fans Soared to 40%, while the proportion of men dropped to 60%. Changes in fan groups like
are obviously helpful in making friends, improving GMV and developing business. As we all know, women are the main consumer group of beauty and skin care products, which has led to breakthrough development in the beauty category of Make a Friend in the first half of this year. According to "Cosmetics Observer", in the first half of this year, the GMV of the Make a Friend beauty and skin care account has reached more than 100 million yuan.
At the Make Friends media communication meeting at the end of May this year, Cui Dongsheng, Vice President of Make Friends, also said that its beauty category has seen a huge increase. This year, beauty products have continued to appear in the live broadcast room, which is beyond their imagination. . During the 618 period, beauty products achieved explosive growth. Judging from internal data, the growth of beauty products is far ahead of other categories, and the tasks during the 618 period were exceeded.
Obviously, the "Dong Yuhui mothers-in-law" gathered by Luo Yonghao to support Dong Yuhui has a very positive effect on the business development and fan expansion of Make Friends.
Luo Yonghao commented that "The 'breakup' of Dong Yuhui and Yu Minhong is a lose-lose situation", and the commenting incident itself made Luo Yonghao the beneficiary. He and Make a Friend became the beneficiaries, and it was Yu Minhong's handling of the matter of removing the head anchor that brought out the maturity of Make a Friend and Luo Yonghao.
In June 2022, when Dong Yuhui became a dark horse with Oriental Selection, Luo Yonghao announced his withdrawal from the network, made friends and officially began to "de-Luo Yonghao". For a long time since then, Oriental Selection has been the "new brother of Douyin".
Two years have passed and I have made friends to go through the "de-Luo Yonghao" smoothly. Although Luo Yonghao is still needed to support the scene at many major time points, the whole process is relatively smooth.
In comparison, Oriental Selection is a bit strained, so that Oriental Selection has suffered stock price fluctuations many times. Luo Yonghao also said that it is understandable for Oriental Selection to want to go to Donghua, but there is no fair and just return for Dong Yuhui's contribution in the process, and his interests are not guaranteed at all.
Although Oriental Selection’s stock price has risen by more than 5% for two consecutive days since July 29, it still cannot offset the 23% drop in a single day on July 26. In the inevitable task of "de-heading", Luo Yonghao's handling method is obviously better than Yu Minhong.
三
With Dong Yuhui’s solo career, Douyin’s live streaming pattern is also undergoing new changes.
is first of all a competitive relationship between Oriental Selection and Youhui Peer. Before they were separated, the two parties were already in a competitive relationship, and there were irreconcilable conflicts between the two live broadcast rooms. Relevant people in the industry also said that in the future, Oriental Selection and Hehui Peer will become each other's biggest competitors. After Dong Yuhui resigned, Youhui Peering gained 630,000 followers last week.
Secondly, it is not only Dongfang Selection and Youhui Peer that have formed a competitive relationship, but also Dong Yuhui and Luo Yonghao.
On Douyin, Go with Hui and Make Friends are not only close in total number of fans, 22.09 million and 23.73 million respectively. And the fan portraits of both parties are also relatively close. From the perspective of "proportion of the eight major consumer groups", "city division" and "age division", the fans of Make Friends and Live with Hui are very similar.
Daduoduo data shows that the Make Friends live broadcast room is dominated by cutting-edge white-collar workers, young people from small towns, and senior middle-class people, accounting for 58% in total, of which 30% are young white-collar workers; in terms of city division, users in third-tier cities and above The proportion reached 80%; the user group aged 31 to 40 accounted for 50%.
Picture source: Daduoduo (Make a Friend Fan Portrait)
And the live broadcast room of Youhui Peer is also dominated by senior middle class, new white-collar workers, sophisticated mothers, and young people from small towns, accounting for a total of 75%, among which senior middle class and new white-collar workers The proportions were 22% and 21% respectively; in terms of city division, users in third-tier cities and above accounted for 77%; users aged 31 to 40 accounted for 57%.
Picture source: Daduoduo (Portrait of Fans of Walking with Hui)
Although there is still a certain gap between the two live broadcast rooms in terms of the ratio of male and female fans. The live broadcast room of Walking with Hui is dominated by women, accounting for 63%, while men account for 36%. %; however, the number of female fans who want to make friends has increased from 27% to 40% in the past two years, while the proportion of male fans has dropped to 60%.
In the future, as Make a Friend expands into beauty, clothing and other fields, its efforts to expand female fans will certainly not stop; and as Dong Yuhui expands in vertical categories such as digital and hardware, the two parties may form a direct relationship in the future. The competitive landscape, and the title of "digital brother" that was previously attached to Luo Yonghao, has changed hands to Dong Yuhui.
Since this year, Dong Yuhui has brought Huawei twice. The first time was on March 10. Dong Yuhui brought Huawei products for the first time and sold more than 100 million yuan in one night. On July 15, Dong Yuhui brought Huawei products for the second time and sold them again. Sales exceeded 100 million yuan. During the 618 period, Dong Yuhui also sold 120 million yuan in a digital home appliance sale in Nanshan, Shenzhen.
As car companies line up to enter the live broadcast room for promotion in the future, the competition between Dong Yuhui and Luo Yonghao may be further amplified. Since this year, Dong Yuhui’s live broadcast room has not only welcomed the car model of Wenjie m9, but also Jihu Motors. Sponsored; Luo Yonghao introduced Weilai es6, Xiaopeng x9 and Xiaomi su7 in the live broadcast room.
Wang Xing once said that everyone must accept that competition and cooperation will be the new normal in the future, but competition and cooperation does not seem to apply among major anchors. During the live broadcast of
on July 26, someone asked: Will Make a Friend cooperate with Dong Yuhui? Luo Yonghao said that since he is not involved in the management of Make Friends, he does not know whether the company will cooperate with Dong Yuhui. In principle, it should not be because Make Friends does not rely on celebrity anchors or Internet celebrity anchors to develop its business. So in that sense, the possibility of cooperation is slim. "This is my guess. I haven't asked the management of Make Friends."
Reference:
"Luo Yonghao: Dong Yuhui is very pitiful" E-commerce newspaper
"Luo Yonghao "killed" Yu Minhong, what is the grudge? 》Radar Finance
"Zi Hui Zheng Gang opened up against Luo Yonghao: Most of the nearly 400 million he returned was not earned by him, misleading the public" Sanyan Technology
"Luo Yonghao complained that Yu Minhong was heartless: it was all pretense" Bullwhipman
"60 100 million! Make friends and still "surge"" Cosmetics Observation
"Dong Yuhui runs away! Oriental Selection's stock price suffered a setback, "Make a Friend" became an unexpected winner, is the industry reshuffle coming? 》Financial world
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