Text / Xue Yaping
Even the Douyin platform is no exception. By setting the topic #if i am a bilingual anchor with goods#, various brands and video bloggers are attracted to imitate them. I believe you will recall your childhood, when you go home from school, put down your schoolbag and go out to play with your friends”, and Lin Jiapu’s “Eating a bite of Lin Jiapu, the familiar feeling of returning to childhood”.
However, the “most literate live broadcast room” is not easy to imitate. Behind this, not only the bilingual ability of the anchors with the goods must be tested, but also the cultural accumulation and eloquent speech ability of the teachers of New Oriental.
In response to the issue of “audiences questioning the existence of live broadcast copywriting”, Dong Yuhui once said that Yu Minhong asked New Oriental teachers to read at least 20 books a year and write after reading.
Even Zhou Hongyi, the founder of 360, who was persuaded to quit by live streaming, had to admit that live streaming requires special talents, “Don’t look down on how good the anchor who is bringing in goods is blowing his own stuff for two hours, what he said is All the time, I really can’t do that.”
In fact, as early as the selection circle of the East, the official blog of the selection of the East posted, “I heard that someone imitated our account.” In the face of imitation from the outside world, Dong Yuhui also said in an interview that imitation is a good thing. Bringing goods and performing in front of the camera are only the surface part of New Oriental’s entry into agriculture, not the core competitiveness.
Of course, if you want to become the next “Oriental Selection”, you cannot do without the traffic support of the live broadcast platform. When Dong Yuhui became popular, Taobao’s big anchor Li Jiaqi was still in the off-air period, and “Douyin’s first brother” Luo Yonghao just announced his withdrawal. At this time, Douyin also happened to need a new benchmarking anchor with goods to undertake these overflows. traffic, and what’s more, this move can in turn further strengthen the brand mentality of Douyin live e-commerce.
In an interview with Jiemian News, Dong Yuhui said that luck is more important in the process of becoming popular. “I worked so hard before, why didn’t I get popular before?” Now it seems that part of luck is also a part of the Douyin algorithm. credit.
Where there is heat, there is Wang Xiaofei. After Dongfang’s selection of bilingual products exploded, Wang Xiaofei said in the live broadcast room: “I have been watching the live broadcast of New Oriental for the past two days. I found that their anchors are very good. Today I will also speak French to everyone.”
Wang Xiaofei went to study in France at the age of 16 and returned to China at the age of 23. Despite having 7 years of study abroad experience, the audience did not pay for his French teaching. French, such as red wine, steak, winery, etc., and the pronunciation is not standard enough.
For example, when it comes to how to say an air fryer in French, Wang Xiaofei said, “There was no such species when I learned French”; when explaining hot and sour noodles, he said “I have never eaten hot and sour noodles in France”, and said Explain, “French does not have a specific word, it is a combination of many words to describe an item”, and finally just suffocated a word “acid is acid”.
Seeing this scene, some netizens couldn’t help but ridicule, “It’s over, when he used this acid to translate the sour taste, he knew that he must have gone to pick up girls in France and didn’t study hard, so I translated sour and spicy noodles into French. That’s it.” Another netizen explained that acid in French refers to a chemically classified acid.
Although Wang Xiaofei’s French delivery has not been recognized, the catering brand Ma Liuji founded by Wang Xiaofei entered the live broadcast room of Dongfang Selection. Wang Xiaofei’s mother Zhang Lan said in the live broadcast on the 21st that thanks to Brother Yu Minhong and the teachers selected by Dongfang, Ma Liuji sold more than 100,000 orders at once.
As a demonstration case of the transformation of the education and training industry, Dongfang Selection has naturally attracted imitation by other education and training institutions, trying to copy the second Dongfang Selection. Bean Godeducate, and was also on the hot search for being questioned for “imitation of New Oriental”, and triggered regulatory inquiries.
The chairman of Doushen Education, Dou Xin, was once the top Chinese student in the college entrance examination in Gansu Province. Since October last year, Dou Xin has led the core members to release short videos on Douyin and other platforms to share knowledge of literature, literature and history. But so far, although Dou Shen Education has incubated most accounts, there are not many viewers in the Dou Shen system live broadcast room, just like Dongfang Selection, which was not popular before. For example, in the live broadcast room of Dou [email protected] Scorpio Star, which has 1.23 million fans, in a live broadcast on June 23, the highest number of online users was 199. According to the data of the celebrity point set, the sales volume was 70,000 yuan in three hours.
Perhaps in order to expand its appeal, on June 18, Beanshen Education launched a new account “Beanshen Selection”. In just one week, the account has attracted 500,000 followers. At present, the account has only released eight short videos, and the content mostly comes from the live content clips of other accounts.
Although Doushen Education said in reply to the letter of concern from the Shenzhen Stock Exchange that the live broadcast products are mainly learning and educational products, but in the short video it released, Dou Xin is also selling cherries, and in the live broadcast, he said, “It’s still very popular for selling food. “No wonder let me bring the goods, it’s so good to sell this,” and mobilized netizens, “What good things do you want to choose in the selection of Bean God, leave a message and tell us.”
So far, the “Bean God Selection” account has not started live broadcast.
To be imitated by the outside world, Dongfang Xuan and Dong Yuhui are not the first. From classmate Zhang, to Liu Genghong, and the bottom hot boy who recently became popular on Douyin with cross-dressing, imitating celebrities has become the traffic password for short video creation.
In April of this year, Liu Genghong became the top streamer on the entire network, gaining 60 million followers within a month, and the interactive fitness with his wife Wang Wanfei attracted many imitators, who started live broadcast and training, trying to become the next “Liu Genghong”. According to the report of “E-commerce Online”, a fitness coach said that many fitness coaches, institutions and platforms are imitating Liu Genghong to start live broadcast training.
Among the many imitators, Chen Yiru, who was more out of the circle, was originally one of the members of the early boy group Fahrenheit, and later started live streaming on Douyin.
When Liu Genghong became popular, Chen Yiru, who has more than ten years of fitness experience, also posted a video on his account saying, “You can also come and practice the Compendium of Materia Medica of Chen Yiru’s version”, and imitated “Liu Genghong girl”, shouting A similar slogan of “Fahrenheit Boys and Girls” came out.
Although it has always been imitated, there has never been a phenomenon beyond the original. The reason is that in addition to the gap in content creation, it is also inseparable from the god-building movement recommended by the Douyin platform relying on centralized algorithms. Whether it is classmate Zhang, Liu Genghong, or Dong Yuhui, there is a shadow of Douyin traffic infusion behind them.
Dong Yuhui himself had doubts. For half a year, he has been doing this kind of live broadcast style, and he has talked about astronomy and geography with everyone, and he doesn’t know why it suddenly became popular now. “Tiger Sniffing Network” pointed out in a report that a short video operation expert said that Dongfang Selection may have stepped on the Douyin algorithm, and only made a blockbuster under the joint efforts of Douyin operation. A professional from an MCN agency even bluntly said that “Dong Yuhui is another great victory for the Douyin algorithm”.
It is worth noting that when Dong Yuhui exploded, it was a window period when several major live broadcast e-commerce platforms lacked “head anchors”. The original “Tik Tok Brother” Luo Yonghao also announced his withdrawal from live broadcast delivery. Douyin also happens to need a new anchor with goods to undertake traffic.
According to the self-media “Wet Marketing Marketing” report, from the data point of view, the proportion of “recommended traffic” and “paid traffic” in the live broadcast room of Dongfang Selection is increasing. On June 1, only 49% of the live broadcast traffic came from the live broadcast square. Recommended, and in the live broadcast on June 10, this proportion increased to 64%.
“Ben Lunch Finance” also clearly mentioned in the previous article “Liu Genghong is a drill for Douyin” that Liu Genghong’s popularity is not only a victory for himself or his MCN company, but also a victory for the platform.
Douyin, which holds 600 million daily active users, is becoming an important entrance for more and more users to receive information, and the centralized algorithm of Douyin restricts users’ freedom of information selection and determines what content users can see.
In addition to the above factors, in the era of short videos, a person’s popularity is inseparable from the multi-party cooperation of the team.
Recently, in an interview with “Avenue Straight”, Sun Dongxu, CEO of New Oriental Online, said that behind the screen, the company has countless “Dong Yuhui”, “They may be a library management classmate, BD, operation and maintenance, camera brother, or A partner in the human resources department. So Yuhui is an outstanding representative, but he is not the only one.”
The protagonist Dongfang Xuan, who is in the center of the imitation vortex, is ushering in a decline after the peak of traffic. Compared with the delivery data of more than 60 million in a live broadcast a week ago, the sales of a live broadcast in the past two days have been directly cut in half.
According to the data from the Red Man Dianji, on June 16, the sales of the Dongfang Selection live broadcast room reached its peak, and 64.56 million yuan was sold in one day. However, as the popularity dropped, by June 23, its live broadcast sales had dropped to 25.77 million yuan, and the number of viewers had also increased from more than 60 million at the peak to 36 million.
Facing the decline in popularity, Dong Yuhui said in an interview with China Daily that he is just a vegetable seller, and his popularity will definitely drop in the future, which is normal. Along with the decline in popularity, the agricultural products sold by Dongfang Selection also suffered a rollover, and “Peach moldy” was searched on Weibo.
On June 15th, some consumers reported that the peaches bought in the live broadcast room of Dongfang Selection had deteriorated. Although Dongfang Selection had refunded consumers in time, it still failed to stop the hot discussion outside. Bought spoiled cherries. There are also cases of complaints about “the deterioration of agricultural products purchased in Dongfang Selection” on the black cat complaint.
Yu Minhong seemed to have anticipated this day as the popularity declined and the products rolled over. In a live broadcast on June 19, Yu Minhong mentioned that “the current liveliness of Dongfang Selection is an unexpected phenomenon, and it will more or less cool down in the future.” When talking about the future of Dongfang Selection, Yu Minhong said bluntly, ” On this return to normalcy platform, the thing to do is let it evolve incrementally.”
One of the ways Yu Minhong thought of was to replicate Dong Yuhui’s live-streaming sales model, build a live-streaming e-commerce school, and explore TikTok’s cross-border e-commerce live broadcast.
On June 20, Yu Minhong mentioned in the live broadcast that he will be a live broadcast e-commerce school in the future. According to Yu Minhong’s explanation, New Oriental’s live broadcast is a kind of live broadcast of knowledge and culture. It is not in the same path as the original live broadcast of buying, selling and selling, and it is not a dimensionality reduction attack. This is the teaching style of New Oriental for 30 years. Now, I will go to the class in person, and I will also let Dong Yuhui and other famous anchors go to the class.”
Yu Minhong
In addition to laying out the domestic market, overseas is also one of Yu Minhong’s future directions. According to a report from the cross-border e-commerce company Hugo.com, a search on a recruitment software found that New Oriental is recruiting TikTok anchors. The work location is Shenyang, and it is specifically pointed out that it is not a direction of education and training. Ability and agile adaptability, clear logical thinking.
In addition, ZAKER Technology also reported that according to former employees of New Oriental, it has received an invitation from the company to recruit TikTok anchors. New Oriental is deploying cross-border e-commerce and overseas live broadcast business, and is expected to build overseas markets into a new revenue engine.
When other live broadcasts were touching Dong Yuhui to cross the river, Yu Minhong began to lead New Oriental to cross the river by feeling new stones. This time, can he find a new way?
