Yellow River Review | Fire "Oriental Selection" requires a little cold water

New Yellow River commentator: Zhang Chengdi Zhao Xiaoxin

In the past few days, the New Oriental Live Room has repeatedly hung on the hot search. However, with the upsurge of "knowledge payment" and "feelings", some cold thinking gradually emerged in public opinion. It can be said that the "Oriental Selection" and Dong Yuhui, who sailed from sailing, began to face the first wave of storms that drove towards the sea of ​​stars.

"A corn" carnival and hidden concerns

Speaking of Dong Yuhui, he must not be able to avoid the new Oriental, 60 -year -old Yu Minhong, who has a history of nearly 29 years. Since the implementation of the "double reduction" policy, New Oriental, as a traditional education and training enterprise, never lacks attention. 80,000 sets of tables and chairs send tens of thousands of people, lay off tens of thousands of people, and "East Selection" has fallen into the line ... A listed company is in trouble Rolling constantly. It wasn't until Dong Yuhui became angry that when people looked back, they found that a company in the crisis could have such toughness.

In fact, in a strict sense, the first "informal out of the circle" of New Oriental is a "Tucao" "Release Self" at the annual meeting in 2019. At the same time, some people are worried about the laughter. These employees are afraid of being "wearing small shoes." Fortunately, the performance and creators of this show later received the affirmation of Yu Minhong and rewarded 120,000 yuan. Seeing a leopard, in an open and diverse corporate culture, there must be a group of corporate employees who can develop freely and carry. In this sense, even if there is no Dong Yuhui, there must be the appearance of Li Yuhui and Wang Yuhui.

Looking at the selection of "Eastern Selection", New Oriental Online CEO Sun Dongxu said in an interview that New Oriental Online is a agricultural technology company with a cultural communication company in the right hand. The left hand follows the ground, and the right hand holds the mind. This is a span -out match. At present, no live room or anchor can be perfectly combined. However, it was placed under the large framework of New Oriental and Yu Minhong, the "son of farmers" Yu Minhong, but did not have much sense of disobedience. All accidents can find the inevitable factor. When the traffic accumulated for decades is found between helping farmers and culture, it is not difficult to understand the strong "out of circulation" of "Oriental Selection".

Dong Yuhui picture comes from WeChat public account Xi'an University of Foreign Languages ​​University

Right now, Dong Yuhui's role in this "connection point". If New Oriental gave Dong Yuhui a door, then he was the key to opening the door. What is the most impressive heart? It's a story. A corn and a bag of rice have become abstract symbols in Dong Yuhui's mouth. These symbols linked everyone's memories, the present and longing, turned into Alaska's cod, the white mountains and snow, and the fields were blowing in October fields. Breeze, let the audience in the live broadcast room "cried while placing an order". As for the shopping cart is corn, or rice, it seems not so important.

The story of "three rice" is undoubtedly the best portrayal of the audience with their feet. Knowledge flavor dilutes the "East Selection" of copper smell, attracting many audiences who never stepped into the gate of the live broadcast room with unique content tone; , Make us resonate with suffering, and it is easier to be moved by the kindness and strongness behind suffering. In the capital market, even Dong Yuhui, who looks ordinary and farmers' children, can rely on broad knowledge reserves and beautiful words to pull down the "Oriental Selection" straight line.

Dong Yuhui picture comes from WeChat public account Xi'an University of Foreign Languages ​​University

However, the behavior of using feelings as a motivation and "wild consumption" has always been difficult to last long. When the advocacy reaches the climax, risks often follow. A corn, which has been given the meaning of "valley and hurt farmers", can bring an order carnival, and it also implies "folding halberds" behind it.

Feeling is fragile, and the market is always realistic

For the new Oriental Live Room, which has been "boiling point" in the near future, whether it is "how much money can the new Oriental corn farmers make 6 yuan a new oriental corn farmers can make", or "'Oriental Selection" complaints of peach mold and long hair, long hair and long hair "The exposed after -sales problems are" cooling "in another sense, and it may not be a good thing to break the audience's" filter "as soon as possible.

After all, even if you capture consumers by knowledge, do not drink "placing orders" and "plus purchases". Clear flow is like "Eastern selection". Sustainable development issues. The consumption speed of feelings is not much lower than the fans of the live broadcast circle. Once Dong Yuhui cannot export the emotional value and resonance experience that people need high quality and continuously, the freshness will be lost, and the fans who will leave the live broadcast room after the ebb to ebb are still unknown.

Faced with the rapidly changing public opinion field, Dong Yuhui and the live broadcast room of "Eastern Selection" have always been put on the "feelings" high cabinet, labeling the "cultural and knowledge" label, too much emphasis on cultural tone and ignoring the essence of profit, and swarming to the swarm to the swarm to The wave of praise will counterattack if you care about it. In the ideal state, we look forward to Dong Yuhui's endless story, and the "chicken soup" that always meets people's spiritual needs, take the lead in the new way of "knowledge+with goods", and replicate the successful experience promotion to more to more people. But feelings are fragile, and the market is always reality. A bilingual anchor with deep knowledge of knowledge needs years baptism and time precipitation, which is difficult to incubate in batches in a short time.

The live broadcast room as an oaspy who tries to get a moment of peaceful soul, and it is also an consumer who holds the power of the power of evaluation. "Chicken Soup" is stewed repeatedly, but people may not be moved by the story of rice and far away, triggering the key points of repurchase and continuous praise, and still return to the live product itself. According to the New Oriental plan, the live broadcast business puts agricultural products in an important position. With the push of the Douyin platform and the popularity of people, the data of the live broadcast room soared, and Dong Yuhui's humorous teasing "currently pre -sale rice is still going to the shell" can win the fans for a while, but in the long run, the selection, supply, and supply If a series of problems such as after -sales cannot be solved one by one, "East Selection" will face a more difficult development difficulties than breaking the circle. Although the public opinion field is hot, we see a funny scene: when Dong Yuhui successfully raised the stock price of New Oriental, the capital market took the opportunity to "collectively escape" at the vertex. On June 20, New Oriental's online stock price continued to fall, as of the closing of 32.08%, Tencent cash a total of HK $ 720 million, and only 1.58%of the shares were.

Capital is ruthless, but it may not herald the failure of New Oriental and Dong Yuhui. The emergence of "Eastern Selection" injected fresh blood into the live track, and also showed the ambitions and courage of New Oriental's efforts to transform and rescue themselves. No matter what the result was, it was a beneficial attempt worthy of encouragement and advocating. The wave will eventually retreat, and before that, fans of "Eastern Selection" and live broadcasts need to think about how long the "feelings bring goods" and "wild consumption" can last, and only compete for the answer.

Edit: Weekend

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