The fate of Xiao Yangge and Dong Yuhui

The transformation of the live streaming e-commerce industry is quietly taking place. The separation of Dong Yuhui and Oriental Selection, the change of Xiao Yangge's office location in Hangzhou and his landing in Hong Kong are all microcosms of this transformation.

When Dong Yuhui separated from Oriental Selection, we saw the news that Xiao Yangge's office location in Hangzhou had changed.

At the same time, news of Brother Xiao Yang's arrival in Hong Kong also began to appear in newspapers.

If we regard the separation of Dong Yuhui and Dongfang Zhenxuan as a sudden change caused by internal factors of the company, then Brother Yang's actions more clearly show us the subtle changes taking place in the current live streaming e-commerce industry.

In fact, whether it is Dong Yuhui or Xiao Yangge, they are just using different paths to interpret the ups and downs of the live streaming e-commerce industry.

Through them, what we need to see more is the profound changes taking place in the live streaming e-commerce industry.

The changes in live streaming e-commerce may have already begun, but the top anchors have not been affected too much by the changes in the live streaming e-commerce industry.

When the changes in live streaming e-commerce begin to become more profound, especially when anchors represented by Dong Yuhui and Xiao Yangge begin to be affected more and more, we may be able to have a relatively clearer understanding of such a sign.

To some extent, Xiao Yangge and Dong Yuhui are the epitome of the live streaming e-commerce industry.

Through them, we see more that the live streaming e-commerce industry is undergoing profound changes.

Therefore, the fate of Xiao Yangge and Dong Yuhui is more about the fate of live streaming e-commerce, and their ups and downs are more about the rise and fall of the live streaming e-commerce industry.

01 Traffic is ultimately fleeting

Looking back at the development history of Xiao Yangge and Dong Yuhui, it is not difficult to see that traffic plays a very important role in it.

It can be said that it is because of the traffic that Xiao Yangge and Dong Yuhui are where they are today.

Traffic made Xiao Yangge and Dong Yuhui successful, but it also brought them into a dead end in their development.

One of the important reasons for this situation is that traffic is ultimately just a passing cloud and is difficult to sustain.

In fact, it's not just about Xiao Yangge and Dong Yuhui.

Even in the cases of Alibaba, Pinduoduo and many other Internet players, we have seen the same scene happening again and again.

Alibaba has taken the lead in China's Internet industry by leveraging the traffic dividend and capital explosion in the mobile Internet era.

Similarly, when the dividends of traffic and capital are no longer there, Alibaba’s magical halo begins to disappear.

The same is true for Pinduoduo.

When a group of Internet players all focused their attention on first- and second-tier cities, and when a group of Internet players were fighting each other to the death in the steel and concrete of the cities, Pinduoduo focused its attention on the areas outside the Fifth Ring Road and on young people in small towns. By taking advantage of the traffic dividends here, Pinduoduo not only stood out from the crowd of players in the mobile Internet era, but also began to challenge the status of its predecessors.

However, when the traffic in the sinking market is exhausted, Pinduoduo will still face the same traffic embarrassment.

For Pinduoduo, only by constantly finding new development models beyond traffic can it continue to achieve new growth today when traffic has peaked.

The same is true for Xiao Yangge and Dong Yuhui.

One of the important reasons why Xiao Yangge and Dong Yuhui became so popular is that they seized the dividend of traffic migrating from traditional platforms and centers to new platforms and centers such as Douyin, and they became new traffic carriers.

However, in essence, Xiao Yangge and Dong Yuhui still rely on traffic as their lifeline.

Therefore, they will still end up in the same development dead end as Alibaba and Pinduoduo.

Therefore, if we want to find the fate of Xiao Yangge and Dong Yuhui, it is undoubtedly appropriate to say that traffic is ultimately fleeting and a double-edged sword.

02 The platform is ultimately a running water

It is undeniable that live streaming has indeed brought us huge development dividends and has indeed met users' new consumption needs.

However, in essence, live streaming with goods is still a type of platform, it just transfers the previous product carriers from pictures, texts, and short videos to live streaming.

The platform attributes of live streaming e-commerce ultimately determine that it will inevitably be just like other platforms in the past, just a gathering place for traffic and a place for transactions to be completed.

The platform model represented by live streaming can only solve the problem of information connection between upstream and downstream industries, but cannot change problems such as production in the upstream and logistics in the downstream.

Therefore, when the information supply of upstream and downstream industries continues to be enriched, especially when the connection between upstream and downstream industries no longer needs to be matched and connected by platform models represented by live streaming, the development of live streaming will still fall into the development dilemma that all previous platform models have fallen into.

At present, we see that players represented by Alibaba, Baidu, Pinduoduo, and JD.com are actively embracing AI. In fact, this is an important manifestation of their search for new models for platform development.

It can be said that their active embrace of AI is more about finding a new way and method to achieve matchmaking and connection between upstream and downstream industries, rather than just relying on internet celebrity anchors represented by Xiao Yangge and Dong Yuhui.

After all, the platform model represented by live streaming is just a flow plate.

When its function and effectiveness in matching and connecting upstream and downstream industries no longer exist, everything will have to start from scratch.

Therefore, if we are looking for the fate of Xiao Yangge and Dong Yuhui, it may be most appropriate to say that they are just soldiers coming and going under the iron camp of a platform.

For Xiao Yangge and Dong Yuhui, only by constantly strengthening the connection between themselves and the real industry and closely integrating themselves with upstream and downstream industries can they truly bring their own development into a new stage, and no longer be just replaceable "soldiers" of such a huge platform.

We can see some clues about this from Dongfang Zhenxuan.

In addition to the well-known reasons, another very important reason why Dongfang Zhenxuan parted ways with Dong Yuhui is that Dongfang Zhenxuan does not just want to be a flow soldier on a platform, but wants to be an existence that truly changes the upstream and downstream of the industry.

It is precisely because of this that we saw that when Oriental Selection came into being, it began to invest in the upstream supply chain and build downstream logistics systems.

03 Live streaming is ultimately a substitute for e-commerce

If we summarize and define live streaming sales, it is still a type of e-commerce, but it has transferred the carrier of goods from previous pictures and texts to live streaming, and it has transferred the platform for displaying goods from previous e-commerce platforms to short video platforms.

From this perspective, if we summarize and define live streaming sales, it is just a "substitute" for e-commerce.

The value and significance of live streaming e-commerce are not much different from the other forms of e-commerce we have seen in the past, such as social e-commerce, content e-commerce, etc.

It is undeniable that top anchors represented by Xiao Yangge and Dong Yuhui have indeed pushed the functions and roles of e-commerce to a new stage.

However, they are still a type of e-commerce, and they are still beginning to be unable to escape the difficulties and problems encountered by previous e-commerce models.

Therefore, if we are looking for the fate of Xiao Yangge and Dong Yuhui, they will eventually be replaced by a new and more effective e-commerce model, which is undoubtedly the most important aspect worthy of our attention.

In fact, a new e-commerce revolution led by AI is taking place in the e-commerce industry.

Whether it is Alibaba's AI e-commerce, JD.com's Liu Qiangdong's digital human, or even Pinduoduo's in-depth transformation of the upstream agriculture, rural areas and farmers with the help of AI, we can see that a new e-commerce revolution led by AI is taking place on major e-commerce platforms.

For Xiao Yangge and Dong Yuhui, it is only a matter of time before they are replaced by AI e-commerce.

Therefore, if we want to find out the fate of Xiao Yangge and Dong Yuhui, they will be replaced by AI e-commerce like other e-commerce players, which is undoubtedly the most worthy of our attention.

After all, live streaming with goods is still just a "substitute" for e-commerce. When AI e-commerce matures, live streaming with goods will inevitably be lost in the tide of the times like social e-commerce and content e-commerce.

For Xiao Yangge and Dong Yuhui, how to find the value and meaning of existence in the era of AI e-commerce, or how to find ways and methods to resonate with AI e-commerce, may be an important issue that they should really think about.

After all, Xiao Yangge and Dong Yuhui cannot simply define themselves as a traffic body, but must define themselves as an industry body.

Only by achieving the integration between traffic and industry, and only by truly preventing themselves from being "replaced" by new species of e-commerce, can they escape the fate of the previous e-commerce model.

04 Conclusion

When Dong Yuhui separated from Oriental Selection, Brother Yang began to plan to go to Hong Kong.

This seems to be a coincidence, but in fact, what they show us is more of a necessity.

After all, Brother Xiao Yang and Dong Yuhui actually have many similar destinies.

For Xiao Yangge and Dong Yuhui, they are still a traffic body, they are still an existence living on the platform, and they are still a kind of e-commerce twins.

Everything determines that Brother Yang and Dong Yuhui will actually end up with the same fate.

For Xiao Yangge and Dong Yuhui, recognizing such a fate and truly finding the right way and method to escape from such a fate may be more meaningful than just indulging in the dream of traffic.