Is it feasible to copy Dong Yuhui Idols are mirages, role models are beacon...

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Since mid-June, in just 7 days, Dongfang Selection has soared to 11 million followers, sales exceeded 300 million in a week, and the cumulative number of viewers of the live broadcast was 27 million, equivalent to the total population of Jilin Province. In addition, mainstream platforms such as a certain station, a book, and Shuangwei have become the hotspot of the national second creation, and it is a veritable phenomenon-level live broadcast room.

The layman watches the fun, the layman watches the doorway.

How are teachers' live broadcasts different? Can the myth of UAE Mobile Number Database Oriental Selection be re-enacted?

To know the answer, you must first understand the three elements of live streaming—people, goods, and venues.

"People-goods-field" is not a new theory, and the concept has been relatively mature in 2018. In many fields, whether it is online Taoke, or the concept of the current metaverse, it can be explained by people and goods yard.

In the field of live broadcast, first of all, what is "people-goods-field"?

• People - refer to the anchor, and can also refer to the audience.
• Field - It can refer to the construction of the live broadcast room, and it can also refer to the interaction scene and atmosphere of the anchor and the audience.
• Goods - refers to the selection/arrangement of the live broadcast room, and can also refer to the quality/price of the goods.
  

"People-Goods-Field" assisted us in deconstructing a complete live broadcast room clearly and concisely. Next, we can see how Mr. Dong Yuhui has a wonderful chemical reaction between the anchors "people" and "field-goods".

First of all, it is different from the fast-paced delivery of goods by the promoters of other live broadcast rooms, and uses the discounts and inventory to force the consumers to shout. The teachers in the Dongfang Selection live broadcast room are more like tellers who are willing to chat with you about the shortcoming of parents.

They shared their experience and experience with a smile and a friendly chat, as if selling goods was just a matter of convenience, and knowledge explanation accounted for 70%. Even sometimes Mr. Dong Yuhui forgets what he is selling when he is talking.

Compared with precise promotional live broadcasts, more viewers who did not have strong shopping needs before have flooded the live broadcast room with interest in the content of the anchor, which not only increases the distribution and exposure weight of the live broadcast room, but also the official platform will be more inclined to push the live broadcast room. .

Secondly, more viewers also expand the potential customer consumption pool of the conversion funnel, bringing more space and opportunities for subsequent conversions.

The previous live broadcast of the sun never set (24 hours of continuous live broadcast) and the live broadcast of the beautiful girl's hi-shopping disco are beneficial to prolong the time, but the current live broadcast of Dongfang Selection is undoubtedly more sustainable and richer, and it is for teachers. good at.

Dong Yuhui | Anchor of Oriental Selection, former English teacher of New Oriental

"We are talking about this in order to make you awaken your original beauty and love for knowledge, history, culture and art. The Chinese nation attaches great importance to knowledge and learning. If you find people juggling on the street, you will watch, but you will walk. . But if you hear a place saying something useful to you, you stop, you take notes, you take notes."

The cooperation with the live broadcasters and the anchor teachers is more like a process of mutual achievement. The top categories with goods selected by Dongfang are fresh food, books and picture albums. These are products that are better for content integration, including the region of the products, and can also be extended to historical sites, celebrity stories, and local customs.

In addition, Mr. Yu Minhong's live broadcast of helping farmers does not seem to be just playing a sentimental card, but in the red sea of ​​live broadcast category competition, building a category advantage supported by Douyin's policy, and a differentiated strategic layout.