's "de-Dong" strategy is rapidly accelerating, yet its "Alongside Dong" initiative with anchor Dong Yuhui is gaining immense traction on the Douyin platform, demonstrating powerful independence. What story lies behind this "de-Dong" strategy?

Tech 2024-08-02 16:26:30 Source: Network

's "de-Dong" strategy is rapidly accelerating, yet its "Alongside Dong" initiative with anchor Dong Yuhui is gaining immense traction on the Douyin platform, demonstrating powerful independence. What story lies behind this "de-Dong" strategy?The Rise of Alongside Dong: From "Oriental Label" to Independent BrandPreviously, anchors like Dong Yuhui, An An, Pan Pan, Chuan Xi, and Han Sen all carried the "Oriental Selection" label

The Rise of Alongside Dong: From "Oriental Label" to Independent Brand

Previously, anchors like Dong Yuhui, An An, Pan Pan, Chuan Xi, and Han Sen all carried the "Oriental Selection" label. However, they've now shed this label, adopting new identities. Simultaneously, the Douyin accounts of anchors like Xiao Bei, Xiao Xiao, and Peng Peng have also changed their labels, suggesting that "Alongside Dong" is officially independent and parting ways with Oriental Selection.

The three live streams are each pursuing divergent paths. 's "Alongside Dong," with its captivating, grand-scale "Read Mountains and Rivers, Journey to the South" tour, has created a wave of excitement. 's "See the World" Hunan trip, however, appears subdued and has quietly concluded. Boss's "Together with You" Tibet journey is forging ahead alone in the frigid winds.

The Capital Power Behind Alongside Dong

's Douyin IP has removed the title "Vice President of New Oriental Cultural Travel," formally severing ties with the company. While stock contract restrictions prevent from speaking publicly about this, Douyin views him as a crucial partner, actively promoting the development of "Alongside Dong" and urging to expedite growth and scale.

Boss's investment may be a key factor in the rise of "Alongside Dong." Some analysts believe that if other capital were to enter "Alongside Dong," it could lead to the collapse of Old Yu and Oriental Selection. As such, Dong Yuhui's return has rescued Oriental Selection.

Dong Yuhui's Future: The Possibility of Independence

Following the "Little Essay" incident, Old Yu repeatedly called Dong Yuhui inviting him back. As his three-year contract nears its end, the possibility of Dong Yuhui's independence grows stronger. It's rumored that numerous capital sources are lining up to invest in Dong Yuhui, who could become a major shareholder in "Alongside Dong."

Oriental Selection's Dilemma: Traffic Crisis and Strategic Miscalculations

Oriental Selection's deliberate avoidance of "Alongside Dong" in its media promotions reflects its complex feelings towards Dong Yuhui. The company attempts to bind itself to him while simultaneously guarding against him. However, the continued use of fragment-based traffic redirection and Dong Yuhui's popularity reveals Oriental Selection's helplessness and insecurity.

The popularity of "Alongside Dong" has led to a decline in viewership of Oriental Selection's main account during peak hours, dropping to just 10,000, with unsatisfactory performance. Strategic errors fueled by excessive ambition have resulted in high costs for sales, inventory, and self-operated products, potentially leading to losses exceeding 10 billion yuan, far exceeding the initial projected 5 billion yuan.

Dong Yuhui's Value: Traffic and Brand

Dong Yuhui's personal charm and expertise have attracted a massive fan base. His "Alongside Dong" livestream has become a top-tier Douyin livestream in just three months, demonstrating his strong traffic-driving power. Even if he were to leave Oriental Selection, he would retain significant influence.

In essence, whether the "Alongside Dong" livestream can generate revenue is not the primary concern; rather, it's Dong Yuhui's popularity and influence that matter. Wherever he goes, he can attract traffic and achieve new successes.

The Independent Path of Alongside Dong: Challenges and Opportunities

"Alongside Dong" has achieved financial independence and is responsible for its own profits and losses, maintaining financial ties with Oriental Selection solely for the purpose of consolidated reporting. Dong Yuhui's separation from New Oriental is an irreversible trend.

The independence of "Alongside Dong" presents both challenges and opportunities. Dong Yuhui must build his own team, cultivate an independent brand, and continuously innovate to establish himself in the fiercely competitive e-commerce market.

Conclusion: The Future of De-Dong and Alongside Dong

Oriental Selection's "de-Dong" strategy may not truly free it from its dependence on Dong Yuhui. The independence of "Alongside Dong" represents not only a personal choice for Dong Yuhui but also an inevitable trend of the times. The future trajectory of Dong Yuhui and Oriental Selection, and how they will continue to move forward, will become a focal point of market attention.

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