Brother Xiao Yang is engaged in live broadcast of cultural tourism, and he is tough Dong Yuhui

E-commerce newspaper Pro

2024-06-13 09:14Posted on the official account of Guangdong E-commerce News

Three sheep started the live broadcast of cultural tourism

The tourism market is developing hotly, and Brother Xiao Yang is also coming to get a piece of the pie.

Recently, Brother Xiao Yang led the three sheep live broadcast team to Anqing to carry out a three-day cultural tourism live broadcast activity of "Passing on Intangible Cultural Heritage and Helping Cultural Tourism".

Source: Weibo @三羊网

As for the reason, the cultural tourism business is booming, and no one wants to miss the immediate dividends.

During the just-concluded Dragon Boat Festival, according to data from the Ministry of Transport, during the Dragon Boat Festival, the cross-regional flow of people in the whole society exceeded 600 million, an increase of 9.4% over the same period in 2023. The cultural tourism market contains great potential and value.

Brother Xiao Yang also has a layout. According to Tianyancha, Anhui Three Sheep Tourism Development Co., Ltd. was established in February 2023 with a registered capital of 5 million yuan, and its business scope includes tourism business; tourism development project planning consulting; travel agency service outlets, tourism solicitation, consulting services; leisure and sightseeing activities; management of scenic spots; management of tourist attractions, etc. Shareholder information shows that the company is now 70% and 30% owned by Three Sheep (Hefei) Holding Group Co., Ltd. and Anhui Phoenix Youdao Media Group Co., Ltd. respectively.

In addition, the form of "live broadcast + cultural tourism" has added more imagination to the development of cultural tourism. Speaking of which, in recent years, the outbreak of Zibo barbecue, Harbin ice and snow tourism and other cities are indispensable for the participation of "cultural tourism + live broadcast". It is not unreasonable for Brother Xiao Yang to increase the live broadcast layout of cultural tourism.

Of course, this is not the first time that Brother Xiao Yang has participated in the live broadcast of cultural tourism.

In May, Brother Xiao Yang was invited by CCTV to recommend high-quality and good things in the Beijing-Tianjin-Hebei region in the innovative form of "live broadcast + cultural tourism" with the host Nigmaiti. According to statistics, only 3 minutes after the Feitian Moutai live broadcast room was put on the shelves, the sales exceeded 10 million mark; Less than 30 minutes after the broadcast, the live broadcast room sat firmly on the first place on the list of goods; The number of viewers has been maintained at 100,000+, and the entire live broadcast process lasted 4 hours, with a cumulative number of views of more than 30 million.

On the other hand, the Three Sheep Cultural Tourism account "Three Sheep Happy Departure" has also updated the video and started operation. Judging from the introduction, Three Sheep Cultural Tourism intends to "discover the beauty of China and tell Chinese stories well." Excavate the city's cultural tourism resources and explore more treasure cities. As of now, the account has 2104 followers.

Three sheep set off happily Source: Douyin

The live broadcast war of cultural tourism is about to break out

When it comes to the live broadcast of cultural tourism, we will inevitably think of Oriental Selection and Dong Yuhui. After all, Dongfang Selection and Dong Yuhui's cultural tourism live broadcast activities have strong traffic support, and they are quite loud, and they attract the attention of the market almost every time.

According to the analysis of market participants, the three sheep entered the cultural tourism bureau and opened the live broadcast of cultural tourism, and the market will have one more strong competitor.

Here, the three sheep started the Anqing trip, and it was a coincidence that they were going to start their trip to Shanxi with Hui. From June 12th to June 15th, Dong Yuhui will lead the team with Hui to start a journey of treasure Sanjin ancient rhyme "Shanxi". It can be seen from the anchor preview that Yu Minhong will also broadcast three consecutive shows with Dong Yuhui from the 13th as the anchor.

Source: Walking with Hui

Dong Yuhui attaches great importance to the layout of the cultural tourism business.

After the turmoil of Oriental Selection's "Small Composition", Dong Yuhui became a senior partner of Oriental Selection, the chairman of New Oriental, and the vice president of New Oriental Cultural Tourism, and established a personal studio. On the day of the premiere of the live broadcast room with Hui, Dong Yuhui mentioned that he would explore more possibilities in books, culture, and tourism.

In view of the next step of the plan with Hui, Dong Yuhui emphasized that he should take out one-third of the time to travel around the world and take everyone to appreciate the mountains and rivers of the motherland; Devote one-third of the time to the cultural tourism industry, including but not limited to interviews with writers, directors, and entrepreneurs from all over the world.

Since the beginning of this year, Walking with Hui has carried out several live broadcasts of cultural tourism. In March, we started our trip to Hubei with Hui, which attracted hundreds of millions of people to watch and pay attention, and achieved 135 million yuan in agricultural product sales. In April, he walked with Hui to start his trip to Henan. Dong Yuhui's first live broadcast in Henan, the live broadcast room continued to have 100,000+ people online on the same day, and the sales volume exceeded one million within three minutes! In just half an hour after the broadcast, the sales volume of the live broadcast room has exceeded 10 million.

In May, he came to Shenzhen with Hui to open a special live broadcast of "Science and Technology Imagination, Meet the Future", which received nearly 10,000 orders within 20 minutes of the live broadcast event, and completed a total of 600,000 sales and sales of more than 120 million yuan. In June, he walked with Hui to start his trip to Shanxi, and judging from Dong Yuhui's appeal and influence, the result must not be bad.

At present, Hui Walk is still 100% controlled by Oriental Selection. Oriental selection is also involved in the cultural tourism business, in May, Oriental selection opened a series of live broadcasts in Anhui, data show that in the two-day special live broadcast, dozens of Anhui specialties achieved excellent results in sales of more than 10,000 orders, with a total transaction volume of more than 89 million yuan.

It is worth mentioning that New Oriental Cultural Tourism, Oriental Selection, and Walking with Hui are more or less involved in the cultural tourism business. Yu Minhong's layout in the cultural tourism track cannot be underestimated.

Let's take a look at New Oriental Cultural Tourism. It is understood that New Oriental Cultural Tourism Group has established provincial-level cultural tourism companies in more than 20 provinces across the country, and has also established about 30 municipal-level cultural tourism companies. Yu Minhong also mentioned that New Oriental Cultural Tourism has expanded from a department to a group scale, and will be listed separately in the future, becoming the third listed company after New Oriental and Oriental selection. Yu Minhong did not hide his ambition to lay out cultural tourism.

According to the analysis of market insiders, Dong Yuhui has a natural advantage in doing cultural tourism live broadcasts, and his live broadcast style that focuses on knowledge and cultural atmosphere, combined with outstanding essays, makes him stand out in the market. To do cultural tourism live broadcast, the layout of the content ecology will become the focus of competition. If Brother Xiao Yang wants to win more market share and go further, he must also make differentiated and valuable content.

Brother Xiao Yang continues to expand his business territory

Brother Xiao Yang entered the live broadcast of cultural tourism and continued to expand his business territory. We can perceive that the current Brother Xiao Yang is no longer a simple anchor with goods, but has launched a layout in many fields.

In March, Brother Xiao Yang said that he would reduce the number of live broadcasts this year, and would do some electronic music festivals, film and television projects, offline physical stores and other content. Brother Xiao Yang not only said this, but also did it.

Compared with previous years, the number of live broadcasts of Brother Xiao Yang with goods has decreased significantly, and in February, March, and April, in the TOP20 of Douyin live broadcast talents, Crazy Brother Yang was not on the list.

In January, Three Sheep went to Singapore and cooperated with local influencers to carry out live broadcasts, setting a record for TikTok e-commerce in Singapore. In April, the short drama "Master Fu, Your Substitute Bride is a Big Guy" started filming, and some of the actors were anchors under Three Sheep, and a new Douyin account "Three Sheep Theater" was opened. In May, Brother Xiao Yang held the "DXYG-VAC Music Festival" in Hefei. Three sheep also started the first overseas traceability live broadcast.

In June, Du Gang, CEO of Three Sheep Network, released a video saying that Three Sheep Group is about to launch the "Three-person Live Classroom" project to provide live training courses. At present, the project has not been officially launched, but according to the plan, Brother Xiao Yang is likely to get involved in the field of live training and start selling classes.

Brother Xiao Yang's cross-border layout, the business is getting bigger and bigger, but there are still challenges behind it. Like the electronic music festival held in May, Brother Xiao Yang fell into a storm of public opinion. Soon after the end of the electronic syllable festival, the topic of "three sheep participating in the electronic music festival was accused of slaughtering customers" rushed to the first hot search, causing heated discussions in the market.

Subsequently, some media reported that the staff of the Market Supervision and Management Institute of Hefei Economic Development Zone said that they had paid attention to the relevant complaints, but preliminarily determined that "the pricing is in line with the requirements". Brother Xiao Yang also responded on social platforms, and all food and drinks at the festival were clearly priced, and there was no fraud. Brother Xiao Yang also said that in the future, the three sheep will hold free electronic music water saving.

There are many people who are popular. For Brother Yang, who has more than 100 million fans, his every move will receive great attention from the outside world, and his cross-border layout is easy to become the focus of the market, and it will also usher in a more rigorous scrutiny, so it is easy to cause turmoil.

In general, interlacing is like a mountain, and there is still great uncertainty about whether Brother Yang can succeed in other fields.

Author | Li Ying

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