Without Dong Yuhui’s 618, the selection of the East would be ＂messy＂, and the knowledge-based live broadcast could not compete with the ＂link on 321＂？

Every reporter | Yang Yiyi Every edited | Liu Xuemei　　　　

"We are not what we were two years ago. Relatively speaking, we don’t need to worry too much about us." In the live broadcast on June 5th, YOYO, a popular anchor in the East, responded to the recent controversy about the changes in the style of live broadcast in the East. "We will definitely accept all the orders with sincerity and humility".

On the morning of June 6th, the reporter of national business daily found that the "painting style" of Dongfang’s selection of major live broadcast rooms had returned to the previous "quiet selling of goods". In the live broadcast room of the main account, Lin Lin, the anchor, sang a classic old Tayu Lo song "Dreamcatcher" before explaining the self-operated product eggs.

The "sudden change of painting style" appeared in the recent 618 promotion. Dundun, wearing a white suit, changed his gentleness when he was broadcasting live in the past, and counted down "Link on 321" at the top of his voice in the live broadcast room of beautiful life. "You are here, and this good product is really suitable for taking a single trip"!

"The selection of the East is now in a mess." With Yu Minhong’s self-mockery in the live broadcast room of Wumart on May 31st, the stock price of Oriental Selection has been falling all the way. From May 31st to the close of June 6th, the stock price of Oriental Selection (HK01797, share price of HK$ 14.96, market value of HK$ 15.428 billion) has fallen by more than 22% in five trading days, and it has reached the lowest level since 2023.

Tian Ye (pseudonym), the head of a live MCN organization with goods, said in an interview with national business daily that after "going to Dong Yuhui", Oriental Selection met the challenge of reduced traffic, and now it needs to take a new route to strengthen its operation means. "The differentiation of goods is the real differentiation, not sticking to a style, and everyone will have aesthetic fatigue."

On the one hand, it is "walking with Huihui" who insists on "initial heart" and has overwhelmed one end in performance, and on the other hand, it is "shouting live broadcast" which is still difficult to be accepted by one’s own people. How to choose the East in a dilemma?

During the annual "618" promotion, the "liveliness" of Oriental Selection is different from other live broadcast rooms.

Due to the anchor Dunton’s uncharacteristic shouting and bringing goods in the live broadcast room of beautiful life, the entries such as "Oriental selection of live broadcast room painting style has changed" and "Oriental selection of knowledge with goods changed to shouting wheat with goods" have appeared on social media hot search for several days in a row.

In the many live broadcasts of 618 series of beautiful life, Dunton wore a suit, with an exaggerated expression and a high tone. Instead of quoting the classics to explain the products as in the past, he used a lot of live broadcast rhetoric. "You are here, you are all guests here, buy a bill and then go!"

The oriental selection, which was originally a "bookish", can’t be excused now? On June 3rd, the term "Yu Minhong said that the selection of the East was in a mess" was conveniently posted on the hot search, which echoed the "sudden change" in the style of the selection of the East.

On the evening of May 31st, Yu Minhong, who had not appeared for a long time, came to Zhang Wenzhong, the founder of Wumart Group, to make his first live show in Tik Tok. When asked about the experience of live delivery, Yu Minhong replied, "The selection of the Orient is in a mess now, and there is no ability to give you (Zhang Wenzhong) any advice.".

"The live broadcast is characterized by being eloquent, but I totally despise the howling of selling and buying in buy buy on the Internet." At the Yabuli Forum last March, Yu Minhong publicly stated that selling goods should be an intellectual explanation of products calmly. How can the current Oriental selection have the appearance of selling that he hates?

According to reports, Dunton explained during the live broadcast that due to the rhythm requirements of Tik Tok platform, the purpose of style change is to get traffic push. National business daily reporter noticed that during the "618" promotion period, anchors such as YOYO also conducted a "howling" live broadcast of "Link on 321" in the live broadcast room of Beautiful Life.

"I was shocked to see the clip, and I feel that (Oriental Selection) has changed a bit." A "mother-in-law" who likes Dong Yuhui said in an interview with national business daily that "after Dong Yuhui went solo, there will be less selection from the East".

There are not a few fans who follow Dong Yuhui to the new account. Up to now, Tonghui, which started broadcasting in early January this year, has accumulated more than 19.3 million fans on the vibrato platform. In contrast, the number of fans in the main account selected by Dongfang reached 30.33 million, and the number of fans in the other sub-accounts was mostly around 3 million, of which the largest fan volume was Beautiful Life, with a fan volume of 4.34 million.

Oriental selection main account Image source: Tik Tok screenshot

According to the data of the third-party platform Feigua, during the period from June 3 to 5, there were 6 live broadcasts with Hui counterparts, with an average audience of 3.909 million and an average GMV of 5 million to 7 million yuan. In the same period, Dongfang selected the main account for 4 live broadcasts, with an average audience of 4.026 million and an average GMV of 2.5 million to 5 million yuan. In May, in the list of people with goods in Tik Tok, Huihui ranked second with sales of 533 million yuan, while Dongfang ranked sixth.

Since Dong Yuhui set up his own peer with Hui, there seems to be an invisible competition between the Eastern Selection and this original elite army. This time, instead of giving the East a chance to catch up, the "618 Great Promotion" widened the gap once again.

"Internal must have expected Dong Yuhui’s ‘ Run away ’ It will put pressure on large sales. " A former employee selected by the East said in an interview with national business daily.

In the past six months, the selection of the East has been "tossing" a lot, largely to eliminate the losses caused by the departure of this general — — Online travel products, providing "hour-to-hour" service, etc., but it is difficult to reproduce the "out-of-circle" effect of Oriental selection in the initial headwind, so that some movements are deformed, which is close to Yu Minhong’s self-deprecating "mess".

In the field’s view, the change in the style of live broadcast in the East is also based on the traffic bottleneck. "The logic behind live e-commerce still cannot rely on the traffic of a single head anchor, but should be broadcast live through good operation means, good goods and supply chain capabilities. For example, many people say that the Oriental Zhenxuan is getting more and more noisy, and they also shout ‘ Link on 321 ’ In fact, this is also a means of operation. "

As early as July 2022, Luo Yonghao expressed in a live broadcast whether the content-based live broadcast can become a "clean stream" in the live broadcast field for a long time. Talking about the content during the live broadcast can not effectively improve sales. "40% of people in our live broadcast room don’t listen to anything, just go to the shopping cart to place an order and leave."

In this regard, Zhuang Shuai, the founder of Bailian Consulting, said in an interview with national business daily that there will be some viewing fatigue in the live broadcast of knowledge, and the efficiency of sales transformation itself is not high. The reason why the original Oriental selection has a good effect is that it is novel and the other is due to Dong Yuhui’s IP effect.

"In addition, from the perspective of enterprise management, people with knowledge and culture are willing to sell goods or are relatively scarce. For example, Dong Yuhui’s going to do cultural travel business can also show this. The hawking live broadcast with a sense of contrast with the knowledge delivery can also form a topic and gain more users’ attention and media reports. " He said.

Dong Yuhui left Dongfang to select the main account to start a new business, shine on you, but it was different from Dongfang.

Zhuang Shuai analyzed with the reporter of national business daily that the business model is different from that of Hui peer and Oriental selection. With Hui counterparts, they are more focused on the promotion of the cultural tourism industry and the live delivery mode of shopping guide diversion. The selection of the East is more about selling self-operated products. "So the two will inevitably go out of two different development paths."

In the live broadcast room in Zhang Wenzhong, Yu Minhong talked about the current Oriental selection and the ups and downs of the past year, which seemed a little helpless. "In the past year, the number of times of being abused, accused or even insulted on the Internet was more than that in a hundred lifetimes."

Since it became popular, Oriental Selection has had a physique with its own flow. Whether it is the announcement of each special performance or the heated "small composition" event, sometimes even a word from Dong Yuhui and Yu Minhong in the live broadcast can reach the top of the hot search. Public opinion rises and falls, and the stock price continues to fluctuate.

From May 31st to the close of June 6th, the stock price of Orient Select has fallen for five consecutive trading days, with a cumulative decline of over 22%.

"When I reach retirement age, I will be far away from the business field in the future, and I don’t want to struggle desperately or get entangled in disputes." In that live broadcast, Yu Minhong expressed his retreat. However, judging from the performance of Oriental selection, this helmsman has not been to Qian Fan to live in seclusion as much as possible.

Cover image source: vision china -VCG111440949709