Dong Yuhui vs. Crazy Xiao Yangge, who is the top seller of goods on TikTok?

The competition for live streaming sales on Douyin is fierce. Today we will discuss the two top anchors Dong Yuhui and Crazy Xiao Yangge to see who will come out on top.

Dong Yuhui, who "stepped out" of the Oriental Selection, has entered the ranks of Douyin's top live streaming influencers. On January 9, 2024, Dong Yuhui launched his first live streaming show in his personal IP live streaming room "Walk with Hui". The GMV of the first live streaming reached 150 million yuan, and two days after the broadcast, the broadcast was suspended for one day due to a large number of orders and out of stock.

As Dong Yuhui's personal IP attributes become more prominent, his popularity and sales data are catching up with the crazy Yang Ge. From some perspectives, the two seem to be very similar to Li Jiaqi and Wei Ya in the past.

So, who is better? Let the data speak for itself. We have counted the number of fans, live streaming sales, and live streaming room popularity of Yuhui Xingxing and Crazy Xiaoyangge in the past month to see who is the top seller on Douyin.

1. Dong Yuhui "goes out" of Oriental Selection

On the evening of January 9, Dong Yuhui started his first live broadcast with goods on his new account "与辉同行". Not only did he top the hourly and popularity rankings within 10 minutes of the broadcast, his GMV on that day also exceeded 150 million yuan. At the same time, his followers increased by 3.349 million in a single live broadcast, and it unsurprisingly drove up the share price of Oriental Selection.

In the first show of the day, Yu Minhong personally led 7 anchors to assist, and added entertainment activities such as talent shows and fan activities while selling products.

In December 2023, the internal conflict between Dong Yuhui and the Oriental Selection team intensified due to the dispute over who wrote the copy for many high-quality cultural and tourism videos, and evolved into Dong Yuhui's fans boycotting Oriental Selection. As the incident continued to intensify, Yu Minhong took Dong Yuhui to a live broadcast to clarify and made the decision to let Dong Yuhui start broadcasting independently.

Yu Minhong stated that "Yuhuixingxing" is an independent platform and independent IP, dedicated to celebrity interviews, book sales, cultural and tourism promotion, and is no longer obsessed with selling goods.

In addition, the relevant management of Oriental Selection said, "Traveling with Hui is like a new Douyin matrix account for us, but because of Dong Yuhui's special nature, we did not put it under the Oriental Selection matrix, but established an independent brand, and its revenue and profits will be 100% incorporated into Oriental Selection."

However, "if Yuhui leaves Oriental Selection, the ownership of the account will belong to him."

The fact that it is an independent platform and independent IP can also be confirmed from the products sold by Dong Yuhui during live streaming.

According to FeiGua data, Xinbochang checked the live broadcast data of "With Youhuixingxing" from January 9th to the present, and found that no Oriental self-operated products appeared in the 30 live broadcasts.

However, Dong Yuhui mentioned in a live broadcast: "Teacher Yu talked to me. In the future, whatever Oriental Selection can sell, I can also sell. The goods can completely overlap and will also be interchangeable. Everything is being tried."

Judging from the current situation, Dong Yuhui has successfully "walked out" of Oriental Selection and is developing in the direction of an independent platform and independent IP. From the perspective of model and gameplay, Oriental Selection, which was originally self-operated, was more of a brand self-broadcasting model with institutions as the main body, while Dong Yuhui, who "walked out", has become an expert model.

The difference in the model means that Dong Yuhui's departure will not affect Oriental Selection. Although the number of fans of the Oriental Selection main account has shown a downward trend after Dong Yuhui left, according to Guoji Feigua data, the sales data of Oriental Selection's live broadcast room has entered a stable period, with an average sales of around 10 million to 25 million yuan. The average sales data in January this year was even more stable and higher than that in October last year.

2. Data comparison: Dong Yuhui vs. Xiao Yangge

However, as Dong Yuhui "stepped out" of Oriental Selection and became an independent top influencer and top IP, he was gradually regarded by the outside world as another top influencer who appeared on Douyin after Crazy Brother Yang.

In the past, Wei Ya and Li Jiaqi competed fiercely in the Taobao live broadcast ecosystem, and even became the focus of attention in the industry and beyond. Now, in the Douyin e-commerce ecosystem with tight traffic and intensified competition, it has become a very likely thing that Dong Yuhui, who has his own IP live broadcast room, will compete with the crazy little Yangge.

"2024 will be the battlefield where Dong Yuhui competes with Xiao Yangge." On January 13, Zhao Yuanyuan, the former head of operations of Taobao Live, expressed this view in his personal video content.

To this end, the new broadcast site compared the relevant data of Dong Yuhui and Crazy Xiao Yangge from the start of their live broadcasts in January to see where the future competition between the two will appear?

In terms of basic data, Crazy Xiao Yangge has far more fans and fan groups than Dong Yuhui, and his live broadcast room is more popular. Data shows that Crazy Xiao Yangge's live broadcasts with a peak popularity of over 100,000 accounted for 93.33% of the total live broadcasts in January, and the peak popularity of over 500,000 accounted for 46.67%.

In the live broadcast, Dong Yuhui brought 99.8% of the products from the Selected Alliance, while Crazy Brother Yang brought 96.6%. It can be seen that the two people are currently almost not doing self-operation, but are doing live broadcasts to help merchants bring goods.

In terms of the categories of goods brought, the categories that contributed the most to the GMV of the two people's live broadcasts were food and beverages. The products in this category accounted for 46.19% of the total GMV in Dong Yuhui's live broadcast room, and 38.91% in Crazy Xiao Yangge's live broadcast room. It seems that there is a great possibility of competition between the two in terms of category product cooperation, category target traffic, etc. in the future.

"The two of us have different models and audiences, so I don't think there will be any overlap in sales."

Although the data shows that the two people have the same important categories of goods, some industry insiders said that judging from their tone and audience, it is unlikely that the two will compete in the future. At the same time, judging from other data and some actions, Crazy Xiao Yangge has increased his investment in wine and beverages, raising the average customer spending in the live broadcast room, and his contribution to the wine and beverage category ranks second. It seems that the two will also go on different tracks in the future.

In terms of the number of viewers, Dong Yuhui's live broadcast in January had 18 shows with a peak popularity of over 100,000, accounting for over 64%. Among them, there were 10 shows with a peak popularity of over 500,000 and one show with a peak popularity of over 1 million.

Although he is very popular, the retention rate of Crazy Xiao Yangge's live broadcast room seems to be relatively poor, with the average number of viewers per broadcast being nearly 5 million less than that of Dong Yuhui.

At the same time, some self-media outlets used Dong Yuhui’s debut performance that night to measure the purchasing power of their fans: Dong Yuhui’s individual fans contributed an average of 12.5 yuan. Crazy Xiao Yangge promoted products for 8 hours on January 20, with 120 million fans contributing more than 200 million yuan in sales, with a single fan contributing 1.7 yuan.

A big reason for this phenomenon is that Crazy Brother Yang mainly shot short video clips before he started selling goods, and then he did entertainment live broadcasts. At the same time, the early e-commerce live broadcast style was also mainly entertainment.

In 2023, three anchors, including Crazy Xiao Yangge, attracted regulatory attention due to vulgar content and other reasons, which reduced the entertainment value of the live broadcast. At the same time, his fans tend to be younger, with 42.6% of them aged 18-30 and 55.6% aged 31-50.

Dong Yuhui always outputs live broadcasts with cultural content, whether it is introducing products or interacting with guests, he has very good content output. His fans are known as "mom fans" and have great purchasing power. Specifically: the proportion of people aged 18-30 is 21.7%, and the proportion of people aged 31-50 is 72%.

In terms of GMV performance in the live broadcast room, Dong Yuhui performed more steadily, with 19 live broadcasts with GMV of more than 10 million, and 12 of them with GMV of more than 2500. Crazy Xiao Yangge had 11 live broadcasts with GMV exceeding 10 million, but only 4 of them exceeded 25 million.

At present, Dong Yuhui and Crazy Little Brother Yang each have their own strengths, and it is difficult to judge who is better at the moment.

But from an industry perspective, whether it is competition in market traffic or cooperation with high-quality merchants or sources of goods, there has been a potential competitive relationship between the two since Dong Yuhui walked out of the Oriental Selection live broadcast room. At the same time, looking back at the hot searches and topics about Douyin live e-commerce in 2023, it can be said that they were almost all contracted by Dong Yuhui and Crazy Xiao Yangge.

It can be said that the outside world has already laid sufficient groundwork for the head-on competition between the two, and the gunpowder smell in the live broadcast ecosystem of Douyin's top influencers is already very strong.

Author: Aligu

Source: WeChat official account: "New Broadcasting Field (ID: New_bc)"