On June 3, the Caijing News (reporter Xu Cihao) once again put Dongfang Zhenxuan in a new controversy.

Recently, New Oriental founder Yu Minhong appeared in WM group founder Zhang Wenzhong's live broadcast room. When Zhang Wenzhong mentioned learning live broadcast sales experience from Yu Minhong, Yu Minhong said, "Dongfang Zhenxuan is also doing all sorts of messy things now, and has no ability to offer you any suggestions."

During the conversation, Yu Minhong also talked about the negative impact of the internet on himself, saying that in the past year, he has received more abuse, criticism, and insults on the internet than in 100 lifetimes. He plans to stay away from business in the future and leave more time for himself to travel and play, not wanting to fight to the death or get involved in disputes.

Subsequently, "Yu Minhong said Dongfang Zhenxuan is doing all sorts of messy things" became a hot topic on Sina Weibo today (June 3). As of the time of this writing, Dongfang Zhenxuan's stock price had fallen 9.92%, closing at HKD 16.52, with a total market value of HKD 17.02 billion.

Dongfang Zhenxuan's live-streaming room has become what Yu Minhong hates.

The '321 link' was once the most hated live-streaming mode for Yu Minhong.

In March last year, Yu Minhong said that he did not approve of the 'buy buy buy' noise in live broadcasts on the internet, and that live broadcasts should be calm explanations of products and the dissemination of knowledge.

Regarding live-streaming sales, Yu Minhong once said that the first Dongfang Zhenxuan live broadcast was done by himself, and at that time, New Oriental had no idea how to select products. They chose the most expensive agricultural products in China, but he still held a map and history book to tell the story behind each product to Dongfang Zhenxuan's buyers, and later people praised him for not coming to buy things, but to attend a class.

"This is the effect we want. Although the products didn't sell much, I still persisted." Yu Minhong said.

At that time, Dongfang Zhenxuan, which was in a period of transformation and struggle, successfully broke out using the combination of knowledge and live broadcast.

In the beginning of the 'Dongfang Zhenxuan' live-streaming room, the anchor would introduce the product's features and characteristics in Chinese while also providing English vocabulary teaching based on the product's name and characteristics, even holding up a blackboard to explain the pronunciation and roots of words.

Finally, at the time, the then-Dongfang Zhenxuan anchor Dong Yuhui's idioms and allusions in live streaming, as well as the humorous and easy-to-understand expressions, attracted a large number of fans.

This unique style made Dong Yuhui a hit and also skyrocketed the Dongfang Zhenxuan live stream room. In just one month, the number of Dongfang Zhenxuan fans on the Douyin platform rose from 1 million to 20 million. All subsequent Dongfang Zhenxuan live stream anchors began to adopt this knowledge + live broadcast-style sales approach, inspiring many educational institutions such as Gaotu and Xueersi in their transition.

However, after last year's 'small essay incident,' Dongfang Zhenxuan achieved 'de-Dong-hui-ization' by setting up a personal commerce account called 'With Hui Along' for Dong Yuhui, who was still a Dongfang Zhenxuan anchor at the time, and gradually became 'the most hated himself.'

Recently, the live streaming sales style of Dongfang Zhenxuan's 618 event has caused controversy, and the topic "Dongfang Zhenxuan's live streaming room changed its style after Dong Yuhui left" appeared on the hot search on June 1st.

The video shows that in Dongfang Zhenxuan's 'Beautiful Life Live Streaming Room,' the anchor worked hard to advertise her products, saying, 'You're all here, so buy something and then leave,' and the closing words were '321, link up!'

Some netizens said that this was the true face of Dongfang Zhenxuan. Can't pretend any longer. Another netizen said, 'The most cultured live streaming room on the internet has become like this?' 'It really refreshes my understanding of Dongfang Zhenxuan. Where did the live streaming room with culture go?'

Dongfang Zhenxuan is still in the painful period of 'de-Dong-hui-ization.'

Third-party data shows that since the official broadcast of 'With Hui Along' on January 9, 2024, the number of Dongfang Zhenxuan's main account fans, traffic and sales have all declined to varying degrees, with a cumulative loss of 1.12 million fans. On the Douyin platform, as of today (June 3), Dongfang Zhenxuan's account has 30.381 million fans, while With Hui Along's account has 19.198 million fans.

Although Dongfang Zhenxuan has more fans than 'With Hui Along,' the latter's live streaming room fans have shown stronger purchasing power. Today's Dongfang Zhenxuan live streaming room cannot reproduce the data of simultaneous online viewing of '100,000+' that once occurred every day.

According to Feigua's data, on June 2, the number of viewers for East Buy was 5.441 million and the live sales were between 7.5 million and 10 million yuan, while the number of viewers for 'Together with Hui' was 5.697 million and the live sales were between 25 million and 50 million yuan.

According to media statistics, the sales revenue of East Buy's live streaming room in the first three months of this year 2024 were 557 million yuan, 228 million yuan, and 286 million yuan, respectively, while the corresponding figures for 'Together with Hui' live streaming room were 889 million yuan, 450 million yuan, and 626 million yuan.

In April of this year, 'Together with Hui' ranked first on the Douyin live sales monthly chart with sales revenue of 580 million yuan, while East Buy was ninth with 190 million yuan, and East Buy's beautiful life was tenth with 160 million yuan.

Moreover, East Buy, after 'De-Huiization', is also beset with troubles.

Recently, relevant legal litigation information shows that a product liability dispute case involving Zhao and East Buy (Beijing) Technology Co., Ltd. has an updated court session notice. The plaintiff is Zhao, and the case will be heard in the Hangzhou Internet Court on June 13.

In addition, East Buy's affiliated company, East Excellent (Beijing) Technology Co., Ltd., was fined by the Beijing Municipal Bureau of Culture and Tourism for engaging in travel agency business as an online travel operator without obtaining a license to engage in travel agency business.

Recently, well-known index compilation company MSCI released the results of its May review and changes, in which 56 stocks, including East Buy, were removed from the constituent stocks. Some believe that this will have a negative impact on its stock price.