Facing the camera, Lao Yu opened the "midfield war"

There are a lot of people who are willing to talk to Lao Yu

There are more people who are willing to watch them

"Do you have a dormitory with Mo Yan, do you have any jealousy to win the Nobel Prize?" In July this year, in the "Lao Yu Gossip Summer Special Edition" Douyin live broadcast room, Yu Minhong left Yu Hua's heart -up problem.

Yu Hua recalled, "I sent him a text message at the time, and I was pleased to be happy for him." However, Yu Minhong went to make up the knife, "You might be thinking‘ why is n’t it me? ”As soon as the words fell, the two laughed in front of the camera.

Talking about writing, Yu Hua admits, "Mo Yan's writing is a bit like a basketball, and the state is particularly fast. After 48 minutes, the two teams add up to more than 200 points. I am a bit like a football, and 90 minutes passed 0: 0."

When Yu Minhong asked, "Is I qualified to be a character in your novel?" Yu Hua replied, "It's difficult to write you because you are more complicated than Li Lumou."

Under the watch of 20 million people, the conversation between Yu Minhong and Yu Hua ended in the "mutual". Rather than saying that this is a live broadcast of knowledge anchors and a writer, it is better to say that two old men who experienced stormy people experienced the collision of life before the camera. In the two -hour live broadcast, the two were beaded, the sparks of wisdom and humor splashed, and the fans in front of the screen were also very happy.

All this was not expected two years ago.

Lao Yu gossip, in fact, is not "idle"

This dialogue with Yu Hua is the fifth live broadcast of "Lao Yu Gossip" in Douyin this summer.

In this series of live broadcasts, 15 guests such as Cai Zhizhong, Zhang Chaoyang, Chen Peisi, Zhou Hongyi, Xue Zhaofeng, and other 15 guests started talks. The total number of playback volume exceeded 130 million, and there were basically tens of millions of people "passing" and watching. There are 33 topics on the list. As some comments say, "There are a lot of people who are willing to talk to Lao Yu in different fields, and more people are willing to watch them."

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In fact, Yu Minhong's first contact with Douyin live broadcast in early 2020. During the epidemic, Yu Minhong first tried to live English teaching through Douyin.

"Many celebrities may like to sit on the stage from a distance, and they are not used to opening live on their mobile phones. This is a brand new logic. He was not very experienced at the time, and the overall data was not very high." The relevant person in charge of the team was not very high. " Recalling, "But Teacher Yu has a different place, he is willing to try it."

Sure enough, after a few times, Yu Minhong felt that "this form of interaction is very good, you can face face to face, and users can mention it directly." The appearance of "Lao Yu gossip" originated from a habit of Yu Minhong. Earlier, he often used text records of daily essays and feelings, and published on the public account "Lao Yu Gossip". In March 2021, he tried to adjust the text records into video sharing, and regularly shared the books he read and walked through the live broadcast every week.

Unexpectedly, the fans responded enthusiastically, and everyone was very enthusiastic. He suddenly felt like when he was young, standing on the podium, and tens of thousands of people listened to him in class. The relevant person in charge of the team said that this "feeling of being a teacher" made him stick to this matter.

Every week, Yu Minhong shared the books he read this week in the live broadcast, and this habit also forced him to read more books. In the movie "Chinese Partner", Cheng Dongqing inspirational with Yu Minhong as the prototype is to read 800 books in the four years of college. This plot and reality have not been too different. According to team staff, Teacher Yu read at least 200 books this year.

The number of shared times, Yu Minhong felt "almost the same." Therefore, he had an idea, "Do some exchanges with the authors of these books." In 2022, he began to try to introduce interviews in the live broadcast.

This is the "Lao Yu Gossip" we saw today in the Douyin live broadcast. It is reported that this series of live broadcast is also an integral part of the Douyin's "Great Scholarship" activity. In the future, Douyin will continue to invite celebrities and scholars to share knowledge through short videos and live broadcasts, create high -quality cultural content, and rely on the "good book plan for the whole people" to bring new books and good books to more readers.

In this live broadcast with Yu Hua, Yu Minhong's fancy promotion from time to time. Cue takes the Oriental selection next door.

The effect of this personal IP and team linkage is obvious. In the selection of the live broadcast room in the East, there will be a group of fans leave a message in the comment area. "Dong Yuhui, your boss is calling you."

This summer, a number of fans were selected by the East. The grass snake gray line, Fusai thousands of miles, everyone may not expect that it was Yu Minhong's "playing ticket" in Douyin in early 2020, which laid the foreshadowing for the later selection of the East.

Still "visitors"

"Teacher Yu has always had farmers' complexes." Many people who have contacted Yu Minhong said.

Perhaps, because of Yu Minhong from rural areas, he will have his own unique understanding and persistence on social responsibility. He once said that even if he retires now, because there is no debt, he can live very well, but if he wants to do things, he must do valuable things.

"Retirement is not a concept of time, but a concept of mentality. Life is a process of constant departure. No matter how old you are, if you stay in place, there is nothing." Previously, Yu Minhong had been "Lao Yu gossip" Talking like this.

A few days later, Yu Minhong was about to enter his year. From the perspective of the outside world, Eastern selection is a masterpiece of "re -departure" at the age of 60. For Yu Minhong, who has "once gone on the verge of rushing", the transformation of the East's selection is still the result of persistence.

The person in charge of the team admits that for the teachers in the team, the teacher standing from the podium into an e -commerce anchor was not particularly acceptable at the beginning. Teacher Yu Minhong is also the same at this point. From sitting on the stage to make a conversation, now he is holding so many users and netizens with his mobile phone, and even some comments are not particularly friendly. For him Essence

"So, if there is no Lao Yu in Douyin for about a year of live broadcast, and experienced such a process of doing interest in e -commerce, there may be no possibilities for the selection of oriental selection." The team leader said Essence

For the teachers selected by the East, Yu Minhong is still the one who explores the road ahead. The incentive role of this boss personally ended is obvious. "Lao Yu has done so, what can we do, why can't we do it? "

"When you memorize words, Alaska's cod is jumping out of the water; when you are studying mathematics, the seagulls of the South Pacific are crossed the coast ... But teenager, dreaming for you to realize it, the world needs you to see it in person, the future will be seen, the future will be seen, and the future will be seen. In the future You can do your best. When you work hard for the future, those who you can't see and the scenery you can't meet will eventually appear in your life. "This is Dong Yuhui in the live broadcast room in the live room room A scene of hand in hand.

Different from the previous live -streaming expression or popular communication, the teachers selected by the East found the "traffic password" with their own characteristics: the bilingual seamless switching, and the "chicken soup" came casually. Faced with the old dialect and oppression marketing of "babies long and short" and "666 links", netizens have said that New Oriental is not goods, but knowledge and feelings.

Everyone knows what happened later. From millions of fans to tens of millions of fans, the East selection only took 5 days.

Recently, the New Oriental Online Executive Director and CFO Yin Qiang said in the 2022 fiscal conference telephone meeting that Oriental selection for nearly three months GMV (total market transaction) should be around 2 billion yuan. MCN is much tall. "In Yin Qiang's view, the business model selected by the East has no comparison model in the market. It is neither a pure live broadcast company nor MCN company." First, we do not buy traffic. Compared to other live broadcast and cargo companies, we saved market costs. Second, we are not MCN companies and have not given the anchor. Our two costs are very low, or there are almost no. "

He said that although Teacher Yu said that he allowed Oriental to choose a loss of 100 million per year, he did not expect to make profits this year.

Mutual achievement

The mobile Internet has changed the gameplay of public social entertainment. Facing the live track, the layout platform, team building, improvement of operations, building brand, and content output, these elements are indispensable. The fever of "Lao Yu Gossip" and "East Selection" also shows that Douyin is not only a media platform for mass cultural consumption, but also a new choice for individuals and industry conversion tracks and another battlefield.

If the success of the East selection is for those who are prepared, then creating this opportunity is indispensable for the platform.

平台同时聚拢了内容创作者和用户，两类群体都需要以平台为基础进行活动：内容创作者通过平台进行视频创作、分享和内容推广，并借助平台算法精准推送给受众，增强用户黏性与Participation; users form a cycle of "fan economy" through content consumption.

As the stage of the two types of groups, the Douyin platform is also constantly exploring the differentiated development path, allowing both types of groups to find the soil of self -realization, and improve the use experience by improving the use experience.

It is also because of this opportunity that in the face of the huge changes in the market environment, Yu Minhong's "strong man breaks his wrist" and quickly converted the track and opened his own "midfield war".

After many years of floating, he found the feeling of the year and walked to the stage.

Bleak

Author: Li Quanyun

Edit: Ma Min

Operation editor: Xiao Ran

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