Two months ago, Liu Genghong single-handedly successfully popularized fitness live streaming. Liu Genghong himself has become a phenomenon-level anchor, creating the myth of more than 70 million followers;

"Do you know Mr. Dong? He has become very popular recently."

"Yes, I watched the live broadcast of that corn seller yesterday. It's so awesome, the anchor speaks volumes!"

Two months ago, Liu Genghong single-handedly Successfully popularizing fitness live streaming, Liu Genghong himself has become a phenomenon-level anchor, creating the myth of more than 70 million followers; in June, to the surprise of the outside world, it was Oriental Selection, a subsidiary of New Oriental , who took over the live broadcasting baton. bilingual live broadcast.

was born in a peasant family in Tongguan, Weinan, Shaanxi Province. He graduated from Xi'an International Studies University in 2015. He was a famous teacher of New Oriental English and is currently the anchor of Douyin Oriental Selection live broadcast room.

In early 2015, Dong Yuhui, who had not yet graduated from college, joined New Oriental and became a high school English teacher.

At Xi'an New Oriental School, Sun Dongxu, the then principal of New Oriental Online CEO, promoted Dong Yuhui, a "non-mainstream boy".

Discover Treasures Anchor

Why is Mr. Dong so popular?

(What teachers sell is not products, but knowledge. In addition to knowledge, they also plant values ​​​​and dreams.)

Recently, Dong Yuhui, a famous New Oriental teacher who self-defeated the "terracotta warriors and horses", suddenly became popular. On Douyin, Weibo, Major platforms such as Xiaohongshu have triggered a screen-swiping effect. Unlike ordinary anchors who only limit their introduction to product functions, Dong Yuhui changes his identity from time to time, switching back and forth freely from history teacher, philosophy teacher, Chinese teacher, biology teacher, etc., describing the background of the product, and even making some advanced jokes from time to time. Celebrity poems, etc. The product is explained in both Chinese and English, with a few Shaanxi dialect thrown in from time to time, while telling jokes while broadcasting live. Many users come not only to learn English, but also to listen to cross talk.

html On June 9, Dong Yuhui, a joke teacher with 8 years of English teaching experience who has taught 500,000 students, was selling steaks in a live broadcast room. He took out a whiteboard and pen and seriously taught English about steaks.

While everyone was immersed in learning vocabulary, Dong Yuhui suddenly took out a frying pan that resembled his own face and said seriously: "Everyone clicked into the live broadcast room in the early morning of June and looked at my face like the Terracotta Warriors. I felt... The impermanence of life and the unfairness of fate, but then you find that someone with the same face shape as me also has this 299 yuan steak to give you this pot, you have to carry this pot." You can learn English and listen to jokes, it's funny. Fly with knowledge points. Treasure teacher Dong Yuhui suddenly became an internet celebrity. When

recommended corn, Dong Yuhui recalled the "poetic pastoral" of his childhood - I grew up in the countryside when I was a child. In the late summer and early autumn, I would lie on the mat in the rural yard and listen to the adults talking about their day's harvest and tomorrow's plans. The leaves rustled in the night wind, and the night sky was filled with stars. Occasionally, one or two birds flew by, making crisp sounds. During those nights, I would either hold a watermelon that had been chilled in the well and feast on it, or gnaw on a stick of corn grown in my own field. When

introduced DK Encyclopedia, his delivery skills were even more outstanding - in this book, from rocks to bacteria, he completely shared the rich life on this planet. We can’t really set foot on every piece of land, we can’t hold children’s hands and see every scenery; we can’t listen to every poet and tell their stories; we can’t see every scientist, either. Listen to his discoveries and study his manuscripts. But please remember that you can definitely find an afternoon with nothing to do, just like the afternoon you had with nothing to do after school many years ago. You can accompany your child to read this book and talk about some stories about his childhood growth, so that he can feel what he was like back then. In this case, his parents are also people who love mountains and rivers and place their affection on nature.

At this time, he happened to turn to a picture of a tiger in the book, and Dong Yuhui had new inspiration: "This page may seem ugly to everyone, but if it were me, I might tell the children: Everything has its own aesthetic, listen to all People reserve their own opinions; everything has its own aesthetics, and we cannot use our own judgment standards to measure others; if there is only one aesthetics, then there will be no beauty in the world; if there is only one sin in the world, then there will be no beauty in the world. There would be no right; if there were only achievements in the world, there would be no children; if there were only material pursuits in the world, there would be no love.Finally, I naturally added a sentence: Friends, link No. 1 in the lower right corner...

Dong Yuhui will intersperse English translations when exporting, and integrate lectures into the delivery of goods, which is meaningful and informative. What they sell is not products, but knowledge. In addition to knowledge, they also plant values ​​and dreams.

New Oriental live broadcast room, the popularity is accidental?

(recently popular because "the people who love me happened to see me.") The popularity of

's live broadcast room has brought a ray of light to New Oriental in the darkness. In fact, the popularity of New Oriental's live broadcast room is a kind of It's accidental, but there's also necessity hidden in it.

Dong Yuhui responded to the explosion by saying that he did not suddenly tell jokes and teach English. It has actually been half a year since he graduated from products to philosophy and literature. At first, everyone did not accept it. Many people even complained, "Can you find a good-looking male anchor? New Oriental has no one?" "What's the use of these things? I only care about the price..." Recently, it has become popular because of "Love" My man just happened to see me."

Many parents watch the live broadcast with their children in the name of "learning English". It is said that the live broadcast replays have been edited and disseminated many times by officials or netizens, and product information has also been subtly promoted twice. Merchants did not expect this unexpected surprise: buy one get one free with goods.

In just 4 days, the number of fans in the "Oriental Selection" live broadcast room increased from 1 million to 3 million, and single-day sales soared from about one million before to more than 10 million, which once drove New Oriental Online's stock to surge by 40%.

Why do teachers go live to bring goods?

(After the " double reduction ", the education and training industry ushered in a comprehensive reshuffle, and each company transformed and "helped itself" through different methods.)

In July last year, the "double reduction" boots were officially launched, and the domestic education and training industry also welcomed the Let’s do a complete reshuffle. After subject-based education has come under control, teaching and training companies that have relied on K12 education for a long time are seeking transformation, hoping to find new profit growth points to help the company get out of the predicament, quality education , adult education, education-related smart products This has become a way for each family to try to "help themselves".

New Oriental’s live broadcast journey can be traced back to September last year. According to New Oriental, when Yu Minhong decided to do a live broadcast to bring goods, there were almost all objections around him. One month later, Yu Minhong still plunged into the live broadcast battle. In October 2021, New Oriental established Oriental Best (Beijing) Technology Co., Ltd.

The popularity of the bilingual live broadcast of Oriental Selection has also attracted great attention from the outside world as to whether New Oriental has signed a large number of teachers to transform themselves into anchors. Dong Yuhui, the anchor who has attracted much attention after

became popular this time, has been with New Oriental since his senior year. Regarding New Oriental's transformation, Dong Yuhui admitted that he once thought about giving up and leaving. He had already completed interviews with human resources and was about to sign his resignation. His teacher Bole Sun persuaded him to stay, "When you don't know what the use is, all you have to do is trust each other, rely on each other, and warm each other." After he came back, the manpower had just finished get off work, and Dong Yuhui finally decided to stay at New Oriental due to some strange combination of circumstances.

Regarding the good results of the recent live broadcast, Dong Yuhui was not dazzled by the short-term victory in front of him, "I am just a very ordinary one among the tens of thousands of New Oriental employees. Thank you for your tolerance and trust. In fact, we are just doing normal work. It’s just that fate has favored us. We hope to be chosen by everyone for a longer period of time. It must be a good product, and then we (anchors).” Comprehensive

dialogue with the teacher

When a New Oriental teacher starts selling vegetables...

asked: Hello, Teacher Dong! I heard that you are very busy recently, can you tell me about your schedule?

Dong Yuhui: I used to broadcast once a day for three to five hours at a time. In the past few days, everyone in the comment area has called me and I had to come out, so now I broadcast twice a day and work for six hours. The rest of the time is basically spent on interviews or preparing for live broadcasts.

asked: Your silky clip of "selling steaks and teaching English at the same time" has been widely circulated. How long did you prepare for that script?

Dong Yuhui: That was done on the spot. The videos that can be seen on various online platforms recently are all performed by me live, and we don’t have a teleprompter.

asked: So you don’t need to prepare before broadcasting?

Dong Yuhui: No, no, we must understand a lot of product information before broadcasting. This is professionalism. But to be honest, I really didn’t have time to prepare in the past two days, so I have been selling books because books are my comfort zone. If I want to talk about books, I can talk about them for three days and three nights at any time.

asked: Since you are so popular now, has the team considered hiring a makeup artist to cover your blemishes before going on air?

Dong Yuhui: I never thought about it, because it was like this before, and I just went up without a face. I have explained to netizens that it is said that changes in the environment will cause organisms to protect themselves in response to stress, and people will stand up on their hairs - maybe I am a cowardly person - too big a change will make me feel nervous. I still want to make myself as comfortable as possible.

asked: As a "timid person", did you have any struggles in the process of transforming from a teacher to an anchor?

Dong Yuhui: After I stopped being a teacher, I was quite sad for a while. I am a child from a rural area. Although my background and appearance are ordinary, by being a teacher, I can change young people. When they grow up, they enter all walks of life. I help their growth. I think this is meaningful.

In July and August last year, I began to seriously doubt my own value. I live next to the North Fourth Ring Road. After the Fourth Ring Road, there is and Peking University . The school wall forms a large circle. During the time when I couldn't sleep all night, I walked around Peking University in circles. The more you turn around, the more you accept it - when a person faces great pain, the brain will actually remind you to forget it. This is the human body's defense function. I just adjusted slowly amidst that pain and entanglement.

asked: What was the biggest challenge in this process?

Dong Yuhui: Accept yourself. I used to be a very proud person. I loved taking classes and led a very large team, with dozens of people fighting alongside me. I envy, admire and enjoy that kind of working atmosphere. They all left in July and August last year. My insomnia during that period was partly due to guilt.

asked: How do you persist?

Dong Yuhui: There are two motivations that keep me going: First, people have to find the meaning of work. For example, we used to sell apples - Shaanxi apple - from northern Shaanxi, an old revolutionary area, and the economy must be relatively underdeveloped. We made a few yuan profit from a box of apples and put them into coupons and issued them, but we didn't make any money. . What if you sell 10,000 boxes in one night? Those tens of thousands of dollars are enough for farmers to take medicine, for the elderly to take medicine, and for children to go to school. That's the meaning.

I am from the countryside. My father, mother, grandfather, and grandmother are still farming every day. Today I am still posting videos in family groups of them planting corn after harvesting wheat . I know what is happening there. Nowadays, the village is full of children, and there are few people during the Chinese New Year. If by selling agricultural products, young people are willing to return to their hometowns, the children can be accompanied, and the elderly can be taken care of, it will make sense and give me a sense of accomplishment.

Second, I don’t want to let down the people around me. I have had many high-paying opportunities before. Even now that I have switched to an agricultural live broadcast studio, there are still many opportunities for me in the education field, and the prices are quite high. But what do you say...who is your best friend? Will you abandon him when he is in his most difficult time?

asked: Let’s talk about the future. How do you plan for it? How long will it be broadcast live?

Dong Yuhui: Many media and even top variety shows have approached me. But I don’t have that talent. I just want to do some practical work: eating the same food and talking about the same topics with familiar people in the same old place. If the company needs me to be an anchor, I will be the anchor first; if In addition to being a host, I can also play other values, such as making some of our own agricultural products. Farmers, technology, and sales can be connected to benefit more people. I think this is probably the feeling when Ang Lee bought a hamburger and went home to find his wife after winning the Oscar. If one day Dongfang Selection leaves me without any impact, my body really can’t bear it anymore, and my savings are enough to live a normal life, I may find a place with less developed economy to support education. I want to go back to a familiar place.

asked: Why is teaching so attractive to you?

Dong Yuhui: Let me tell you a story. Many years ago, I was taking classes in Xi'an. A girl came to my open class and sat in the first row. After class, she gave me a thumbs up from far downstairs and ran away. She came to register the next day and took out one hundred, fifty, twenty, ten, five and dimes from her handkerchief, but she still couldn't collect enough for tuition. I directly asked her to go to the classroom, applied for a 50% discount as an employee, paid for the remaining half of the tuition, and told her that New Oriental had waived her tuition. Later, when she was in my class, I would intentionally ask her questions, praise her, and encourage her. At the beginning of class, she blushed when I asked questions and stood up speechless. Later, she became more cheerful, confident, and generous, and her grades got better and better. Later, there was a parent-teacher meeting, and the person who came to her home was her grandmother. She said that her parents were divorced, her mother had not come back, her father had died in a car accident, and the child had to rely on her grandmother for living expenses. After that, until I graduated from high school, I didn’t let her pay for my child’s tuition. The child later did very well in the exam and was admitted to a very good local school in Xi'an. He was very promising.

Grandma is very kind to me. One New Year's Day, when I was in class, grandma made dumplings, took the kind of aluminum lunch box that was distributed in factories in the last century, wrapped it in a handkerchief, and stood in the snow waiting for me. . I ate that portion of dumplings with tears in my eyes.

Why do I still want to go back to class? Like this, seeing that my investment can change real people one after another makes me happy. Of course I would be happy if I was on a variety show, or if someone suddenly gave me a huge sum of money, but there is a difference between happiness and happiness. The happiness of helping people and changing people is more direct and intense for me. In this process, I can see the significance of education.

asked: At this moment, what is your most desired wish?

Dong Yuhui: (Silent for a while) Actually, I still have a group where everyone is in. I can't help but think, if I stay here, I can be smarter, more diligent, more solid, and work harder to make this place better and be able to feed more people. Is it possible to see them again? According to Zhizu GQLab

, netizens are hotly discussing

@马苑油条stinky tofu: I have to say, she speaks English very well!

@food, don’t be afraid that I’m here: I’m just here to buy some corn, and you’ll make me cry when you tell me about it…

@狗草微博: I watched it for two hours and couldn’t stop at all.

@popcorn is not a flower: rolled to a new height.

@风buhuo: I can’t believe that I can learn English while shopping. It feels like I signed up for a New Oriental English training class with the money of a bag of bread!

@元气女神666: It is a dimensionality reduction attack on the live broadcast of local Internet celebrities.

@zehaoEDISON: In the past, you gave me money and I taught your children knowledge. Now you watch my live broadcast, I teach your whole family knowledge for free, and then you buy the things I recommend. From a training model to a fan economy.

@fu拉拉z: The cultural connotation has really subverted the current live broadcast format.

@North Bund to Manchester City: Knowledge can make people look handsome!

@Nianrongai shared: The real iron rice bowl is not a "profession", but your own unique abilities.

@花aki是stinkygirl: Crisis may be a turning point, let’s see who can seize the opportunity!

@salmon218: I really admire it. In terms of identity transformation, not everyone can let go of their previous identity.

@yoyo111: Such a good teacher, going to live broadcast to sell things... I don’t know what to say.