Sino-Singapore Jingwei, June 18 (Chang Tao) In the live broadcast of the Oriental selection on the evening of the 15th, when talking about his former New Oriental colleagues, Dong Yuhui choked many times.
That night, more than 600,000 people were online during the same period in the live broadcast room of Oriental Selection.
The next day, a short video of Dong Yuhui choking and wiping tears went viral in the circle of friends, with the topic #dongyuhuimissing my former colleague crying# on Weibo hot search.
Yu Minhong, the founder of New Oriental, wrote that this was a "phenomenal spread".
However, he also realized that "this may also be a momentary hilarity", and his goal is to "bring a different kind of live broadcast culture to the live broadcast field".
As the highlight of the shopping festival in recent years, live streaming of goods was a bit deserted during this year's 618.
The top stream is absent, and platforms and institutions rarely mention the transaction volume.
In this context, the sudden popularity of Dongfang Selection made brand merchants somewhat unexpected and caught off guard.
Compared with consumers paying for their feelings and knowledge, brands are more concerned about Dongfang Selection's "no pit fees and reasonable commissions", and what they are more looking forward to is how much this benign model will bring to the live broadcast industry.
Source: Oriental Selection Live Room
The hidden worry of "phenomenal spread"
The record-setting pace of Oriental Selection has not slowed down.
The night that Yu Minhong "became a phenomenon-level communication", that is, on the evening of June 15th, Xinjing data showed that the Dongfang Selection live broadcast room had a total of 18 hours and 45 minutes of live broadcast, with an estimated sales of 56.4576 million yuan, and the highest online number of 66.35 Ten thousand.
And only a week ago, on June 8, the sales of Oriental Selection was only about 2.12 million yuan.
This means that in seven days, the sales of the live broadcast room increased by 2563%.
In terms of the number of fans, it also achieved a weekly increase of 705%.
It was also on the night of June 15 that Dong Yuhui, the bilingual anchor of New Oriental, had the meaning of "Fighting the Gods".
When he introduced a corn in the live broadcast room, he said, "...I can't go back to that age, but I can find the taste that belongs to me at that age." Many netizens expressed that they were moved to tears after listening: "I just want to buy corn. You made me cry."
There have been many analyses of the reasons for Dong Yuhui and Dongfang's popularity.
Of course, there are also crises lurking under this pursuit and excitement.
For example, how long can the selling point of "feelings" last.
In the field of Douyin, the degree of traffic love and dislike of the old is obvious to all.
In just two months, both "fitness" Liu Genghong and "nostalgic" Wang Xinling have become "past tense", and they are similar to Dongfang Selection and have distinct labels.
Right now, the effect of "feelings" is really good, but it is inevitable that the day will lose its freshness.
Source: Oriental Selection Live Room
There is also the most important issue of matching people and goods with live broadcasts.
Zhao Yuanyuan, the former head of Taobao’s live broadcast operation, wrote in an article, “At present, we can see that the teachers of Dongfang Selection are very familiar with the products that were selected earlier and explained many times, and they have performed well. But these two days, with the increase of new products, there have been differences. The content of the degree is missing. This shows that once teachers encounter products in their blind areas of knowledge, the explanation routines have not been formed, and they are basically all about talent and inspiration.”
This issue is urgently needed to be resolved for Eastern Selection.
Most of the consumer groups selected by Dongfang place orders for the high degree of matching between people and goods. Among them, the wonderful explanation of the anchor is an important factor. If this weapon is lost, the conversion and attention will be greatly affected.
According to the new data, on June 17, the estimated sales of the Dongfang selection live broadcast room was 46.5779 million yuan, and the highest online number was 556,800, which was a decline from the data on June 15 and June 16.
"Conscience" Top Stream
In fact, the concerns of market participants are not without reason.
At present, the categories of products in the live broadcast room of Oriental Selection are relatively concentrated, mainly agricultural products and books.
But over time, the category of goods is bound to increase.
A reporter from Sino-Singapore Jingwei learned that after the selection of the East became popular, there were many brand merchants who wanted to cooperate, and even "queued up".
Feifan (pseudonym) is the head of an MCN agency. He told a reporter from Sino-Singapore Jingwei that after the live broadcast of New Oriental has become popular, he and his team have received consultations from cooperative brands for several consecutive days, asking them if they can choose with Dongfang. Connect with the product team and sell the goods in the live broadcast room.
Every time I see such a consultation, Feifan is quite helpless: "Dongfang Selection itself is an MCN, and they directly talk to the brand for the selection, and we have no right to speak." According to Feifan, at present, Dongfang Selection There is still no pit fee for cooperation, and the commission ratio is 15%-20%, which is the general level of the industry.
Liu Yanfei, an analyst who has observed the live broadcast industry for a long time, told the reporter of Sino-Singapore Jingwei that the selection of live broadcast rooms with high traffic is generally relatively strong. Dongfang Selection does not charge pit fees and a large number of samples, and the way is right.
"The brands I have come into contact with are very enthusiastic about the selection of Dongfang. They are all inquiring about channels and want to sell goods in the live broadcast room. According to this rhythm, it will be a matter of time before the selection of Dongfang will expand its categories." Liu Yanfei said.
"No pit fees, no large number of samples" has also been confirmed by New Oriental, and New Oriental's selection is also known as "conscience" top class.
NetEase Yanxuan and Dongfangxuan will reach a cooperation in January 2022, which is the first batch of cooperative brands of the latter.
The relevant person in charge of NetEase Yanxuan revealed to the Sino-Singapore Jingwei reporter that the cooperation between Netease Yanxuan and Dongfang Selection was the "spark of the collision" between the two parties during the phone chat. Later, Netease Yanxuan staff arrived in Beijing and had an offline meeting with Dongfang Selection negotiate.
"Dongfang Selection has no pit fees, no sales support, and commissions. Compared with other live broadcast rooms, Dongfang Selection is more strict and pays more attention to product quality." The person in charge said.
What will change?
In fact, in terms of data and attention, the selection of the East is a rare highlight of this 618.
As the "protagonist" of shopping festivals in recent years, live streaming has fallen silent in 618 this year.
The super-head anchors are absent due to various reasons, and the pre-sale of billions or tens of billions of yuan in the live broadcast room is no longer a grand event.
There are even views that this year's 618 may become a turning point for live streaming.
According to the reporter of Sino-Singapore Jingwei, the current traffic support for top anchors has been reduced by various platforms, and they are consciously supporting merchants' self-broadcasting or mid-waist anchors.
At the same time, top anchors are also raising their prices.
"Currently, the anchors who can be called by name usually have a pit fee of more than 100,000 yuan, and the most famous ones are more than 200,000 yuan, which is much higher than last year. The commission rate is also from 15% last year- 20% has risen to more than 20%." An MCN staff member introduced.
In addition, due to the fierce competition in the live broadcast room, in order to pursue the so-called "lowest price on the whole network", the head anchor will usually further lower the price to the brand merchants.
A flavored food businessman told a reporter from Sino-Singapore Jingwei that at present, the ratio of slot fees and commissions for some talents to live broadcasts is quite high, and some of them have a commission ratio of 30% or even 40%. You will lose money when you get there.
"There is no pit fee, and the commission is reasonable, which is more friendly to us merchants who are not capable of self-broadcasting." The merchant said.
In Liu Yanfei's view, the current live broadcasts are caught in bad competition. Small and medium-sized anchors live broadcasts with white goods and low prices, while big anchors only earn slot fees and commissions. For example, Dongfang Selection does not charge slot fees. , a live broadcast room with reasonable commissions and selling branded goods is rare.
"Although the popularity of Dongfang Selection has a lot of accidental factors, it is inevitable to demonstrate and inspire the industry, especially at the time of shopping festivals like 618, which reverses everyone's prejudice against live broadcasts to some extent. ." Liu Yanfei said.
(For more reporting clues, please contact Chang Tao, the author of this article: zxjwct@163.com) (Sino-Singapore Jingwei APP)
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