Leidi.com Lei Jianping July 30
In the past 3 days, Dongfang Selection and Douyin had a confrontation.
The cause of the incident was that on the afternoon of July 26, 2023, the Douyin live broadcast room "Dongfang Selection Self-operated Products" issued a suspension notice: "Due to the requirements of the rules, from the 26th to the 29th, the Dongfang Selection self-operated product stores and the Dongfang Selection self-operated products The product live broadcast room will be suspended for three days."
Since then, Sun Dongxu, CEO of Dongfang Selection, said that the reason for the promotion of APP self-operated products was "very sudden". After learning that the small yellow car was suddenly towed away on the afternoon of the 26th, the self-operated products could not be sold for three consecutive days. In order not to affect the customer's consumption experience, the company temporarily decided to conduct a 15% discount promotion on the Dongfang Selection App. Users who purchased the product a few days ago can contact customer service to make up the price difference.
Sun Dongxu followed up and responded: "In the past, now and in the future, we will cooperate and develop with the platform. We have always communicated smoothly with the platform. This time we accidentally had a problem and triggered the rules. We will actively rectify it. Please Don't worry, everyone."
Yu Minhong, the founder of New Oriental, also responded that the Douyin platform is a mutual achievement relationship, and there is no contradiction or conflict. Creating its own APP platform is a normal aggressive behavior of the company, and it is also to better serve users and suppliers. I hope you don't over-interpret it.
Douyin did not make a sound, but pushed the big V or a third party to the foreground, claiming that the private domain on Douyin is a pseudo-private domain, and it is all public domain traffic. Draining traffic for itself will definitely be punished, no matter who it is green light.
On the surface, the reason why Dongfang Selection's self-operated product stores and Dongfang Selection's self-operated product live broadcast rooms were suspended by Douyin for three days is that Dongfang Selection violated the rules of the Douyin platform.
The reason is that the latter is suspected of draining traffic for the Dongfang Selection APP. These "drainage" include that the video stream in the Douyin live broadcast room can be synchronized to the APP live broadcast room. Douyin currently cannot purchase the self-operated products of Dongfang Selection, and needs to go to the Dongfang Selection app to place an order; there are discounts for orders, 7-day price guarantee, etc. .
The more essential reason is that the gap between Dongfang Selection and Douyin is widening.
Although Douyin and Dongfang Selection are trying their best to downplay the impact of this incident, but in reality, behind Douyin's "critic attack" on Dongfang Selection, they are using Yu Minhong to "kill chickens and monkeys", that is, in a merciless way, Warn those companies that dare to escape and operate independently - if they are half-hearted on the Douyin platform, the next end will be suspension of operations like Dongfang Selection, or even ban.
People in the industry can easily understand that according to the size and influence of Dongfang Selection, it is not a day or two for Douyin and Dongfang Selection to contact each other. There are differences between them, which can be resolved through private communication, rather than being "naked" by " show the public".
Behind this is the "hegemony" of Douyin. Yu Minhong, who has such a great influence in the industry, and Dongfang Zhenxuan, whose market value is tens of billions of Hong Kong dollars, have been punished in this way, and the fate of other individuals is like straw.
In the past, Dongfang Selection and Douyin also had a honeymoon period, especially Dong Yuhui became popular by relying on Douyin, but by July 2023, Dongfang Selection and Douyin have "divorced".
As a huge new e-commerce ecosystem, Douyin’s logic is to launch a few internet celebrities every year, such as Luo Yonghao, who used to bring goods, Dong Yuhui, Dongfang Selection, and now the crazy little brother Yang, especially Crazy Brother Yang, he was originally a grassroots, Shamat style. A netizen said: "Bringing a grassroots popular can make thousands of grassroots continue to follow, and they will not change until death."
But on the Douyin platform, the biggest problem is that there are no flowers that are popular in a hundred days. Stars with goods are often like shooting stars, coming and going quickly. This is also easy to understand. The Douyin platform continues to create rich stories and attract a steady stream of newcomers. However, it does not want Wei Ya and Li Jiaqi on the platform to be born on the platform. Play games.
On the Douyin platform, if the goods are brought to a certain extent, the growth is likely to be restricted, and the traffic will be dispersed to more new anchors with goods. This has made the growth anxiety brought about by the insecurity of the Eastern selection growing day by day. The approach of a smaller platform than Dongfang Selection is to launch multiple anchors to spread the risk of suppressed traffic.
Dongfang Selection is also lucky. Douyin's "killing chickens to warn monkeys" originally caused the market value of Dongfang Selection to evaporate sharply. However, just as the central government proposed a policy to activate the capital market, Hong Kong stocks rose sharply. In addition, Dongfang Selection was discounted for 3 days and sold 80 million. To a certain extent, it proves that It has the possibility to make a small platform separately from Douyin.
As of Friday’s close, Orient Selection’s share price was HK$38.9, a 28.81% increase from the previous trading day, and the company’s market value was HK$39.45 billion.
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Lei Di was founded by Lei Jianping, a media person. If you reprint, please indicate the source.
