Oriental Selection no longer relies on Dong Yuhui?
In fact, there has been ongoing discussion HE Tuber in the industry about Oriental Selection's "weakening" of Dong Yuhui's IP. One reason behind this is that Dong Yuhui's personal IP has a profound impact on the data of Oriental Selection in various dimensions.
From January 21st to February 7th this year, Dong Yuhui did not appear in the Oriental Selection live broadcast room for 17 days. His estimated GMV reached 100 million to 250 million yuan, compared with the previous average sales of 250 million to 350 million yuan every half month. There is an obvious difference.
In addition to the slow logistics supply in some areas during the
Spring Festival holiday, users were less enthusiastic about placing orders. In fact, there is another potential factor - Dong Yuhui's personal IP is too influential, and fans are more willing to pay for him.
This conclusion can also be proved by the number of viewers. The number of viewers of other anchors' live broadcasts was 30,000+. The number of viewers of Dong Yuhui's appearance reached 80,000+ in about ten minutes, and 100,000+ viewers in about 20 minutes.
According to statistics from Haitong International Securities,
from August to December 2022, Dong Yuhui had a significant driving role in increasing the number of viewers and GMV of the Oriental Selection live broadcast. Taking December 2022 as an example, on the day of Dong Yuhui's live broadcast, the GMV increase in the Oriental Selection live broadcast room reached more than 10 million, and the average number of viewers it drove was very obvious.
Picture source Haitong International Securities
Guosen Securities analysis also pointed out that Dong Yuhui’s popularity contribution rate to the live broadcast room is as high as 300%, while anchor Dundun’s popularity contribution rate has increased from 120% in June 2022 to 200% in June this year.
Source: Guosen Securities
An excessively high influence weight increases the
probability of uncontrollable events. On the one hand, judging from the gender and age distribution data of Oriental Selection fans, there are more women among them, and 24 to 40 years old account for 70% of the total number. Many of them are the well-known "mother-in-law" of Dong Yuhui. The main fan group, their "love" for Dong Yuhui can be seen.
On the other hand, in the past few years, the issue of "head-oriented" anchors has been the focus of the industry, and the de-celebrification of head anchors has also become an industry trend. With the development of Oriental Selection, it is only time to gradually "de-celebrify Dong Yuhui" question.
There are also specific actions to follow. Starting from November
last year, Dong Yuhui’s live broadcast time was adjusted from 7-10pm to 7-9pm every night. At the same time, Dong Yuhui’s personal cartoon image was previously on the packaging of Oriental Selection’s self-operated brand Sirloin Steak, but the new packaging has removed the image.
A cruel reality is that no live broadcast room can continue to be popular with one style. By creating an artistic conception of "life is not only about the present, but also poetry and the distance", Dong Yuhui captured the idealistic feelings of the public, but a kind of Audiences will inevitably feel tired after listening to the content for a long time. The recent difficulty in maintaining the 100,000 traffic mark in the Oriental Selection live broadcast room is a side proof.
Oriental Selection has actually understood this, so it has gone further and further on the road of "diversification". On the one hand, it has opened two accounts, "Oriental Selection Official Account" and "Oriental Selection Member", on the WeChat video account, and launched the Oriental Selection Selection WeChat mini program; on the other hand, there are also Oriental Selection flagship stores on Tmall and JD.com. In September last year, Oriental Selection also launched an independent e-commerce APP.
As for Dong Yuhui, his work focus is actually much more than just carrying goods on the main account of "Oriental Selection". Since the beginning of this year, Oriental Selection has launched a new live broadcast format of "live broadcast + cultural tourism" through its matrix account "Oriental Selection Views the World". Dong Yuhui has become the resident anchor. In addition to bringing goods, he has found a new working status. Perhaps, it is not that Dongfang Selection "does not rely on Dong Yuhui", but that Dong Yuhui's personal value is no longer limited to a single field.
