New Oriental popular anchor: Six months ago, the live broadcast room scolded me

After Luo Yonghao announced his retreat, Douyin needed a new heat. In this empty gear, Douyin's algorithm pushed the famous master anchors of New Oriental to the public in a timely manner, and a subtle chemical reaction was generated. Dong Yuhui and Dongfang's selection cleverly and naturally became a new traffic pillar.

Wen | Xinye Cao Tingting Qu Meiyang

Edit | Hu Liuji

Operation | chestnut

Bluster overnight

"You go to Weibo in the past two days, there must be one about us in the hot search. Click in, that is my face. B station, Xiaohongshu, Douyin, and circle of friends, all."

This is a square face with small eyes. Right now, this is a face that is soaring and happy. Many netizens call him "Teacher Fang". On the afternoon of June 13th, in the New Oriental Conference room in the e -world of Zhongguancun, Beijing, the daily characters saw the "Teacher Fang" deity -Dong Yuhui.

At the beginning, when he appeared in the East to select the live broadcast room with this face, he was scolded many times "ugly" because the "principle of Douyin with goods is good -looking and attractive." At the beginning, Dong Yuhui would feel uncomfortable, but "I was scolded too much, it's just fine." Moreover, he learned self -solution: "I think it is real. He can say that I look ugly, indicating that this person has a normal aesthetic, and he has not said false words. He wants to say that I am handsome, I don't believe it."

Then he began to laugh at himself, calling himself "Zhongguan Village Jay Chou". As a result, a hot search of#Dong Yuhui's talent#. He said in the circle of friends: "For so many years, I have been deceiving myself, saying that I am handsome, and I will be so handsome. I will be known in the end, but it is not because of handsome. It's sad."

Dong Yuhui's popularity has attracted nearly 5 million fans in the selection of the live broadcast room in the East in the past week. The average number of viewers per live broadcast of more than 9 million, with average sales of 13.477 million yuan. A week ago, the live broadcast room averaged less than 600,000 people, and the average total sales of less than one in 20th. In the past six months, the number of fans has only increased from 0 million.

▲ Eastern selection rose millions a day. On June 15, the number of fans exceeded 5.6 million to 6.12 million. Picture / network

The stock price behind the popularity is the stock price behind the New Oriental Online. On June 10, New Oriental Online rose nearly 40%. On June 13, the increase in the market reached 100%. Many investors say that everyone treats the oriental selection as a friend of the next Luo Yonghao.

In the video of social platforms, Dong Yuhui laughed at himself like a terracotta warriors, and then began to sell the square pot that resembles a terracotta warriors. In the live broadcast room, Dong Yuhui used the speed of tightness to create a knowledge classroom, a poem sharing salon: "When you memorize words, Alaska's cod is jumping out of the water; when you are mathematics, Nan The seagulls of the Pacific Ocean are passing by the coast; when you study late, the extreme circle of the earth is colorful. But teenagers, dreams you want to realize it yourself, you must go to see the world yourself. "

When selling rice, he talked about the history of crops: "About 10,000 years ago, the crescent wetland, the current two river basins and Egypt, the dongfa La Lion-Diris, human domestication of wheat." When he sold cherries, he soldiers, he sells cherries, he sells cherries. Recalling the cherry tree in the grandmother's yard, the cherry on the ground is Scattered Stars. Like his grandmother, it is a star falling on the world.

He often has a long story, and in the end, he will say, "Shoot the No. 1 link, don't forget to buy things." The audience suddenly realized that she was still bringing goods. Some people commented that "I don't know if I don't know if the note is still ordered", and some people tease "the group of people who doze off the lesson, and come to the live broadcast room."

This is undoubtedly a clear stream in the live broadcast room. Many people suddenly discovered that in addition to gongs and drums and noise, they can also be peaceful, poetic, and dry.

However, Dong Yuhui couldn't touch the door for sudden popularity.

Daily characters ask him, do you expect that there will be such a result today? He replied: "Unexpectedly, people have no way to foresee the future. People can only follow their own understanding, and try to create your future to create the future. If you look too heavy, you will cry, and you will feel uncomfortable. "

He didn't even expect that he would become an anchor with the goods one day. Before that, his identity was a famous master of the Oriental. In 2015, in the senior year, he came to New Oriental to work part -time. After graduation, he officially entered New Oriental. The second year was elected as the youngest teaching and research supervisor of New Oriental at the time. "The halo. According to incomplete statistics, he has taught 500,000 students in 7 years.

After switching to live broadcast, he still seems to be a teacher in lectures, history and geography interspersed, Chinese and English flying together. In his live broadcast room, it is difficult to tell the proportion of the delivery and lectures. Sometimes, he also reminded the audience: "This word is written on the notebook."

▲ Dong Yuhui carried bilingual goods in the live broadcast room.

This way of bilingual goods, he tried it during the first live broadcast, but at the beginning, he was not seen by too many people. Half a year ago, on December 28th, the founder of New Oriental Yu Minhong for the first time for agricultural product live broadcast. Dong Yuhui and YOYO (Sun Chuhan) were the first teachers who launched the goods. In that live broadcast, Yu Minhong was the absolute protagonist, and Sun Dongxu, New Oriental Online CEO, also appeared from time to time. In the end, the two live broadcast rooms added about 5 million yuan, but there was only one zero selection in the East. In the next two months, without Yu Minhong's guidance, the East selected live broadcast room opened more than 40 live broadcasts, and the cumulative sales were only 10 million yuan. Since then, the number of viewers in the live broadcast room has been maintained in a state of two or three hundred for a long time. One day it can exceed three thousand, which is a breakthrough worth celebrating. Only when Yu Minhong occasionally airborne can the live broadcast room gather more than 10,000 people.

Dong Yuhui felt frustrated and frustrated. "I want to give up every day, and it is false to say that I don't want to give up. But when I wake up every day, I will feel that you can do your best to this matter. Is there no regret?"

His idea is: "Teacher Yu Minhong, the number of audiences can reach more than 10,000. You only have only one thousand people and two thousand people in front of the screen. You are not capable enough. Thinking of this, don't think that the track is not worth struggling, you have to cultivate your own skills. It is very simple. "

Dong Yuhui began to refuge: Is I not using the words accurately, did I not tell the product information, is it because I have a bad sleep or where the body hurts, and I have no control expression in front of the camera?

The teacher's identity shaped him into every behavior details. He strictly requested himself and did not allow himself to appear in front of the public with big pants vests and sloppy. Even if the last second is heavy and physical discomfort, as soon as you enter the live broadcast room, you must quickly switch into a passionate and positive state.

But in the past six months, such efforts have not been seen. Yu Minhong himself also revealed that he sold very little and did not make money. According to data from the Cicada Mother Platform, after three months of broadcasting the live broadcast room of the Oriental selection, the average sales per game were 276,000 yuan, and the average sales volume was only 7089. By early June, the average sales per game were only 450,000 yuan, and the average number of viewers were 332,000. In the same period, Luo Yonghao made a live broadcast room, with averaging sales of nearly 8 million yuan per game, and averaged 2.518 million viewers per game.

The change took place on June 8th, and Yoyo did the first single broadcast (a live broadcast). Prior to this, Oriental selection was almost double -broadcast. After that, the data was very good. CEO Sun Dongxu deliberately let her go out to share with you as soon as possible in the group. By June 9, the traffic was replaced by Dong Yuhui, and the traffic was caught well. A total of more than 2 million users clicked into the live broadcast room.

Since that day, the social platform has spread throughout his face and terracotta warriors, and other teachers have also entered the public sight. This group of people who frustrated in the past year finally became angry.

Laire

After the popularity, the dark circles climbed on Dong Yuhui's square face. In addition to the live broadcast these days, his time was occupied by countless demands from the door. In addition, he could barely sleep for three or four hours a day.

Before chatting with us, he kept poke his head and poked his mobile phone to concentrate on processing more than 30 interviews and invitations. "All media from the central to the local area are contacted me, and there are many talk shows and variety shows." There are also a lot of netizens who have seen business opportunities, and asked him to help him add V and operate social accounts. Hundreds of information could not be returned at all.

Seeing that we were shooting the video, Dong Yuhui was a little embarrassed: "I'm now the image, right? The last media talked to me and crying, my eyes were a little red."

Crying is because when the hardest time in the past year, he sent a lot of good colleagues. After July last year, New Oriental's primary and secondary school training business encountered great changes. Yu Minhong revealed that throughout 2021, New Oriental's operating income decreased by 80%, and cash expenditures such as refund tuition fees, employees' dismissal N+1 compensation and teaching point refund of nearly 20 billion yuan.

▲ On March 19, 2022, Dongcheng District, Beijing, Dongchengzhu City, Beijing New Oriental School. Photo / Visual China

60,000 were forced to leave the company. Dong Yuhui also thought about leaving, "leaving smoothly." The great change interrupted his career and took away his belief in education and self -choice. He was frustrated that he couldn't sleep every day, either overwhelming and questioning himself, or running to Peking University and turning around the school.

CEO Sun Dongxu found him and hoped that he would stay and continue to follow the company: "You stay, we work together. When you are dawn, you can see the light." What? " No education, Yu Minhong proposed to bring new Oriental teachers to bring goods live and sell agricultural products.

Like Yu Minhong, Dong Yuhui is also a child from the countryside. His hometown is in Tongguan, Shaanxi. His parents are farmers. They have a sister and a younger brother. After graduating from high school, he was admitted to Xi'an University of Foreign Languages. From the beginning of the semester, he has been working hard to support himself. He ran as a guide for foreigners. One winter night, he returned to school, the door was closed, and the aunt didn't open the door. Because the university is far from the city, it gets 60 yuan for a taxi. I didn't eat or sleep all night. The next day, I took those foreign guests to continue to the terracotta warriors and horses. The experience of the tour guide, exercised his eloquence, also made him "no glass heart." "Before that, he was still a child. Sometimes he was wronged, scolded, kicked his feet, hungry meals, and cried and aggrieved."

When he was close to graduation, he had three career choices: a watch company, a car company and New Oriental. When he was hesitant, he went back to his hometown and his father asked him: "You sell a very expensive watch or a very expensive car to the rich, what are you contributing to society?" In the simple values ​​of your father It is something he should do more.

Dong Yuhui finally decided to choose New Oriental. "At that time, I felt that my value was affecting young people. These people will become lawyers, teachers, scientists, and doctors in all walks of life. Society. "Every time I turned around, facing many light eyes, the picture made him unforgettable," Those eyes are really light. "

After New Oriental, there was a tutoring company who opened a high salary to dig him, but he refused, "I am a person with a very low material desire, not just to live for money, in case you don't like the working atmosphere there." When asked if he regretted it, he said half -joking, "I have been, when I can't pay the rent."

After starting the anchor career, many people told him that the teacher did a live broadcast. It was a pity that he should go back to class. He also wants to take class, but also thinks that if it is proposed by Yu Minhong, New Oriental can organize farmers and help them sell agricultural products. Farmers earn some money. Is it possible for more poor students to get up to school?

Dong Yuhui decided to work with everyone. But the transformation process is also full of stumbling.

According to his statement, his initial performance was too bad: "The product is unclear, the audience does not like it, and the comment area also gives you some negative feedback. It is often said that you can't find it in tens of thousands of employees in New Oriental. Is it better to look good? "

The same appearance review also happened on the Qiqi girl in Inner Mongolia. During the first live broadcast, she tied two hair on both sides of the head, and many people brushed "Nezha here" in the live broadcast room. She and her partner sang a "Mohe Dance Hall", but the attention of the comment area was "this teacher looks ugly", "Why is this girl's mouth so strange" and "why is the teeth not uniform."

▲ Chorus of Qiqi and YOYO live room. Photo / Oriental Selection Live Screenshot

For many New Oriental teachers, live broadcast is a completely strange field. YOYO has hardly watched the video of the goods before the live broadcast. "I feel that you must buy it when you go in. The thing you buy may be what you need, but it may be because it is stimulated to place an order." She doesn't like this feeling. In addition, the online education in the past few years is also a red sea. Teachers in the teaching and training industry have to prepare lessons and classes every day, and deal with students and parents.

But for anchor to sell agricultural products, Yoyo's mentality transitions smoothly. Although she is unfamiliar, in her opinion, the public welfare color of New Oriental has always been there, and she has always responded to national policies. In addition, "Teacher Yu has never forgotten the book from the countryside." Even without the later selection of Oriental, many teachers in New Oriental went to the countryside to help farmers.

YOYO's first live broadcast was partner with Yu Minhong. In that game, Yu Minhong was an absolute protagonist. Yoyo held the sign of "Following the East Selection" and "Ling Fubuka on the Left in the Left", and stood behind with a smile. Later, she thought that she could put the brand to the background board, but she was devoted to her wholeheartedly, and she couldn't care about it.

In the past, I had to prepare lessons when I was a teacher. Now I have to prepare for the anchor. I do n’t say about the process of participating in the selection throughout the process. In order to sell Sunites sheep in the live broadcast room, YOYO had eaten the large and small restaurants in Beijing and tasted various different mutton dishes.

On the purchase of the link, she brought out the tricks that attracted the attention of students before, and sang the song: "Mary Had A Little Lamb, Little Lamb, Little Lamb ..." She has several large boxes of clothing props, including musical instruments Euke Lili is used when they are used as a teacher to change the performance. Each lesson is necessary. Now the live broadcast can also be used. For example, when selling milk, he dresses herself as a cow girl.

But not all changes are so easy and smooth. Before leaving the children, YOYO would cordially call Baby and Sweet Heart. Now they have to change their mouths and become "friends" and "classmates". At the beginning, she liked to wear a headdress for live broadcast, but later the comment area always said "weird", and the effect of the dress did not bring more people to the live broadcast room, and she quietly removed. Although there were also renewal tasks in class before, Yoyo never realized the pressure that could not be sold in the class. "Some parents do not continue to report, and there must be special circumstances, not the cause of the teacher." But now, after the number of viewing and sales in the live broadcast room has become a data, everything speaks with data. If the headdress does not have much effect, it can be removed. Singing can increase the number of viewing, then there will be a few more paragraphs.

▲ Independent live yoyo.

The live broadcast room selected by Oriental was in a corner of the 15th floor of the E -World of Zhongguancun. The work areas on the entire floor are very quiet. Employees will deliberately lower the sound when they walk, focusing on the live broadcast effect. The anchors did not have a libraryr, and all lines were played on the spot. A large screen is erected next to it, and the real -time comments kept rolling. Near 6 pm, the guide made an encouragement: "Taking a lot! 30,000 people online." The banner was pulled on the station operated outside.

Each anchor is full for three hours. The last one was seven or seven. After the broadcast, he seamlessly connected an hour of interviews. She said very fast, crackling out of the word, and she couldn't see the fatigue.

Qiqi was originally an English teacher, but there was a product in this live broadcast. She picked up the whiteboard and started drawing a stress analysis diagram, telling the principle of fluid mechanics. If she didn't stare at it in a while, the live room changed again. She picked up the guitar and started playing the piano. A series of question marks in the comment area: "Can't keep up, how can it become a music class again?"

Although the whole life is good, selling goods is also important. Seventh seventeen was helpless. When the talent was in the talent, everyone said that the anchor was talented, but at the time of selling the goods, the watch was dropped.

"We are still studying, and there is still a distance from mature anchors." Dong Yuhui said.

New Story in New Oriental

After the live broadcast of Dong Yuhui and Dongfang's selection, many people interpreted this for New Oriental's battle. Yu Minhong himself also thanked Dong Yuhui, "winning glory for New Oriental."

The bouquet of light in front of me is not easy. In the past year, New Oriental has been surrounded by frustration and frustration. Passing the difficulty of rebuilding the online education sector after the earthquake, Yu Minhong was determined to be a live broadcast of agricultural products. From the beginning, he was questioned "earning fast money" to the tepid data, and the situation was quite embarrassing.

As the "predecessor" who stepped into the live stream two years ago, the former New Oriental teacher Luo Yonghao made a PPT earlier this year, and wrote a sentence "Laid personnel in the education industry" next to Yu Minhong's photo. Some netizens commented that "the great hatred was reported", and Luo Yonghao was scolded to break the chapter. He said that he admired the former boss Yu Minhong. Although he could retire, he still took the team to transform hard.

Today, the script has been rewritten to the counterattack of New Oriental, and Luo Yonghao has not praised New Oriental Transformation and Dong Yuhui. He also reminded netizens to "remember the name of 'Dong Yuhui'. teacher'".

▲ In 2017, Yu Minhong led New Oriental Master to start the "Hundred Days". Photo / Visual China

It is quite meaningful that while New Oriental returned to the public vision, Luo Yonghao announced his retirement. The last story of turning over and counterattack belongs to him. Relying on the live broadcast of Douyin, Luo Yonghao's "Zhenzhuan" is nearing the end.

During the live broadcast of Dong Yuhui, he jokingly thanked the "Fair Douyin Platform". He said that before that, he always felt that Douyin had only good -looking people to fire. Just before, YOYO also laughed at himself. Others were heads and waist anchors, and they were "anchors of the soles of the foot."

In fact, this time the popularity of the East's selection of live broadcast rooms is indeed related to the rules of flow distribution of Douyin. In a sense, Douyin and traffic anchors are interdependent relationships. Douyin needs heat, and the anchors need traffic. However, Douyin is an iron battalion, and anchor is a soldier.

Douyin's operational habits are that a social hotspot will be launched every other time. Tencent Shenzhen.com said that the common play of Douyin's support for a new content market is to drive the overall participation of users in the vertical market through algorithm and traffic manufacturing phenomenon -level net celebrities, and to drive users to grow. Liu Genghong in the field of fitness and Zhang in the planning of the New Farmers are all the same.

After Luo Yonghao announced his retreat, Douyin needed a new popularity. In this empty gear, Douyin's algorithm pushed the famous master anchors of New Oriental to the public in a timely manner, and a subtle chemical reaction was generated. Dong Yuhui and Dongfang's selection cleverly and naturally became a new traffic pillar.

Although the anchors have been emphasizing that many people's attention is admiration and love for Teacher Yu Minhong, but it is difficult to explain why it has been broadcasting with New Oriental's teachers for half a year, but always live broadcast, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always live, but always always broadcasts, but it always lives, but it always lives, but it always lives, but it always lives, but it always lives, but it always lives, but it always lives. It's tepid.

To some extent, the new stories of New Oriental are not completely led by New Oriental and Yu Minhong.

Once, New Oriental opened an era of studying abroad and is an indisputable leader in the industry. As a "famous teacher", Yu Minhong brought out a lot of "high -apprentices". In the New Oriental class, these famous teachers are also the leaders who control everything. But later, New Oriental and Yu Minhong fell from heights, and their fate also had a huge turn. The Oriental selection and anchors who have lived live today have to live in a system created by others and become the "character player" waiting for traffic and good luck.

Fortunately, there are such a group of latecomers in New Oriental who caught traffic.

According to Ye Le, CITIC Construction Investment Analyst said that the anchors such as the selection of live broadcast rooms and Dong Yuhui in the East are currently sustainable. Many people search for Douyin for many people. He estimated that assuming that at the current speed of fans (700,000-800,000 daily to 800,000), the attenuation rate is not high. In the next 2 weeks, the number of fans in the oriental selection of the orientation is expected to reach tens of millions.

Ye Le believes that the selection of oriental selection is to face how to "internalize" this traffic, that is, without the popularity of external topics, it still maintains the number of fans.

YOYO is more careful about his expressions. When she first sold books, she mentioned that she was afraid of discrediting the three words "New Oriental". "Teacher Yu's reputation for so many years, whether it is the industry, the business world, or even at the entire society, everyone is looking forward to him very high. In case he founded such a live broadcast room, because I said something wrong during the live broadcast, I said something wrong during the live broadcast. In the case, even our popular science English knowledge, the words are wrong, this is a "smear". You will definitely blame yourself and blame yourself. "

But when the daily characters ask her, will she feel that her job is carrying too many things? The post -90s girl seemed to be aware of something, and immediately corrected the answer: "After you finished this question, I suddenly felt that what I just said was really inappropriate, and I felt that I was a bit too serious." She Explanation said that this is not afraid of making mistakes, but based on personal career, I hope not to cause trouble to the company because of their own problems.

Dong Yuhui repeatedly stated that he is not a star or an Internet celebrity, and he does not want to classify the people who pay attention to them as fans. "I am just a rural child who has suffered from a young age, and suddenly everyone is seen by everyone." Regarding the saying that the "teacher live broadcast is a reduction of dimensions" circulating on the Internet, he immediately reminded "this word is used with caution", "I don't want everyone to understand that it seems that we seem to cause other people to put pressure on life."

▲ After becoming popular, Dong Yuhui shared his feelings under the account selected by the East.

After red, the change of income has also become a topic of attention for many people, but Dong Yuhui and his colleagues are silent. Dong Yuhui said that he didn't care about this very much. "When the company is poor, I don't give you less. If you do, I will give me more." He believes that New Oriental is a place that respects talents, with its reasonable standards and processes.

Zhang Yi, an analyst of Ai Media Consultation, told the daily characters that the "risk of people" existing in the network anchor industry cannot be ignored, and the situation of "single flying" will not happen. "The continuity of the live logic of live broadcasts with goods is mainly relied on people. At present, a few anchors are popular. The premise is that these anchors do not change jobs, not just to do it. Objectively speaking, when the fate of a company is pinned on several employees, It must be not insurance. "

After the daily character throwing the question of "whether it will work alone" to Dong Yuhui, he said, "My brain is too stupid. Do you really think I can do it?" He also said, "I can't do it. I have watched those people's shows. They are very wise. I just want to be smart. At present, I still want to focus on doing live broadcasts. When I did not do the first thing, I should not think about it. Go to do the second thing. "

For the current popularity, these anchors are also very sober, and the traffic has risen and falling. Everyone knows that this wave of boom will eventually retreat, just the problem of time length, just like the past classmates and Liu Genghong.

▲ Dong Yuhui's self -introduction. Figure / Dong Yuhui Homepage

(Gao Yue also contributed to this article)

The article is original for daily characters, and infringement must be investigated.

- END -