Dong Yuhui, you can't learn it.

From quoting classics in the live broadcast room to his unremitting pursuit of cultural aesthetics, every appearance of Dong Yuhui is impressive. Let us walk into Dong Yuhui’s story and explore how culture shapes brands and how brands influence our lives.

Dong Yuhui resigned and wrote a very eloquent letter. We reviewed the wonderful scenes of visiting mountains and rivers and exploring delicious food since the launch of "Traveling with Hui".

• The wind and rain were raging on the city wall of Jingzhou, and the boats of fishermen on both sides of the Three Gorges were calling;
• The youthful spirit under Mount Song, the dream of Bianjing under the night lights;
• Witness Chang'e's flight in the rain, and feel the tropical beauty in the warm breeze...

Dong Yuhui has really read a lot of books. During the live broadcast, he talked about the beauty of Xu Yuanchong's translation of "To face the powder, not powder the face", which made people applaud. He talked about Du Fu's melancholy and Su Shi's open-mindedness. He discussed reading, education and nostalgia with Nobel Prize-winning author Gurner.

When the audience in the live broadcast room asked how delicious millet could be, he told the story of Fan Zhongyan eating millet when he was poor. He said that when a person is full, all food will be tasteless. When a person does not have the ability to feel love, no matter how steadfast the companionship and careful care are, they will seem annoying to him.

Even today's letter in response to resignation quoted from classics. For example, "Time is fleeting, seasons change like a stream" (Kong Rong, On Sheng Xiaozhang), and "When it rains continuously, I don't realize the spring is gone, when it clears up I feel the summer is deep" (Fan Chengda, Joyful Sunshine).

Some big V criticized him for not speaking properly.

What? Fan Liuyuan’s “I’ve always wanted to see the moon from your window” doesn’t sound good, so you have to imitate Ah Q and say “I want to sleep with you”?

01. Culture is the deepest moat of a brand.

If Dong Yuhui is a brand (which he is), then culture is his deepest moat.

Dong Yuhui has previously posted some footage of his return to his hometown, including strolling, walking the dog, and river trekking. Some netizens said that when other internet celebrities return to their hometowns, there is always a group of people holding up their mobile phones to take pictures and live broadcast to attract traffic, because everyone thinks that if you can become an internet celebrity, so can I. But wherever Dong Yuhui went, he was always alone and no one came to stay with him, because he really could not learn the skill of quoting classics and speaking eloquently.

Dong Yuhui has single-handedly brought the cultural aesthetics of the live broadcast room to a higher level.

The last person to create this kind of commercial cultural phenomenon was a Taiwanese copywriter.

A new view of objects <br />Bedsheets no longer belong to the context of interior decoration but enter the parapsychological level of dreams. Baroque carved crystal plates are no longer a social interface but a scene literary decoration. Scottish polo girl skirts are no longer a symbol of upbringing but a body consciousness of the living environment. The value of objects comes from the use of objects beyond interpretation. A new view of objects - Xu Shunying, Zhongxing Department Store

If live streaming is to become the mainstream of Chinese business in the future, it cannot be all about skirting the line and having families buying it.

02. Cool brands dare to say "no".

Dong Yuhui refused to sell underwear, saying he really couldn't tell the story. An audience member in the live broadcast room asked him to say "Princess, please place your order", but he refused to say it and asked the staff to block "Princess, please place your order".

Many people only see the reserve and self-esteem of intellectuals, but I see that cool brands dare to say no.

When Liu Xiang withdrew from the 2012 London Olympics due to injury, many brands withdrew their originally planned advertisements overnight. Liu Xiang was also criticized online. Amid the one-sided condemnation, only Nike stood up and clearly supported Liu Xiang.

When Liu Xiang retired, he wrote: "I would like to thank all the sponsors during my professional sports career, especially Nike, for sticking with me through thick and thin."

This is the attitude of a cool brand, and only it can get the warmest response.

Many years later, there was a voice on the Internet saying:

We all owe Liu Xiang an apology.

03. You can build a brand without having an “online sense”.

Nike recently released an Olympic short film titled "Do You Say I'm Hateful?" ”, the brand style remains the same as always, striving for the first place, being the winner, and being self-centered. There are no popular internet buzzwords, no flattering wordplay, and no deliberate attempts to please Generation Z, post-00s and young people who frequently appear in various brand briefs.

It is very difficult to find and stick to your own brand culture in the turbulent waves of the Internet. This is also why those internet celebrity brands that have grown from social platforms are extremely fragile. Any disturbance will be a devastating blow to them. They have no foundation of their own, let alone persistence.