Looking at Amazon from the Dong Yuhui incident: The era of valuing spiritual civilization has arrived. In the future, our direction should change from selling goods to exploring and feeling the products and the stories behind them...

I watched Dong Yuhui for a long time last night. I watched a video of him live streaming at four in the morning before he became famous. He live streamed for seven hours that night but didn't sell a single order. When he had completely given up, he chatted with the people in the live streaming room. As a result, he witnessed all kinds of human conditions in the dark night and realized that the world is full of suffering.

I watched the talented videos of Dong Yuhui selling globes and rice; his happy partnership with Shi Ming, witty remarks and full of tacit understanding; his exchanges with the big guys in the live broadcast room, one sentence: I want to argue but have forgotten the words, the lonely old man, Monet's past, all these deeply moved me.

Then I suddenly felt the urge to chat and share some of my thoughts.

What is Dong Yuhui selling now? It is no longer the product, but the sentiment . In the days when he is not in the live studio, the studio has been offering discounts, but the sales volume is far less than before. People always ask, am I buying this thing to save a few dozen dollars? No. What they buy is no longer the product itself, but the value, meaning, and emotion that Dong Yuhui has given to the product.
 
When Dong Yuhui introduced the product, was he introducing it? Yes and no. He was more about introducing the story behind the globe, the story of the earth, and the meaning behind the rice. The rice itself and the globe itself may not have this meaning, but Dong Yuhui gave them these meanings with his experience, his heart, his past accumulation, and his love for farmers:

He said: I have never taken you to see the snow-capped Changbai Mountain, I have never taken you to feel the breeze blowing through the fields in October, I have never taken you to see the heavy ears of grain bending down like wise men, I have never taken you to witness all of this, but dear, I can let you taste this kind of rice. Romance is not only about the starry sky and the sea of ​​flowers, but also about the fireworks in the world.

He said: It takes eight minutes for the sun's light to shine on the earth. It also takes time for others to see your beauty, your excellence, your unwillingness to be ordinary, and your grand plans. It's not that you are not excellent, it's just that your time has not come yet. Give yourself a little patience, don't worry, it will be fine.

(I can’t even imagine how popular this product would be if these were used in a product!)

Because I have been working on Amazon for many years, I have the same joy as having a child in my hands, nurturing and accumulating it bit by bit, and then watching it grow up step by step. Dong Yuhui is a great anchor in live broadcasting, and if he works on Amazon, he will definitely be a great Amazon salesperson.

The dividends of the pure selling era are becoming increasingly difficult to obtain. When we get a product or develop a product, and still think that we are simply selling products, we are actually falling behind. It will become increasingly difficult. This is something I can truly feel.

We have been exploring some new directions. The Dong Yuhui incident really gave me a great inspiration. The era of spiritual civilization has slowly arrived. People nowadays are still very impetuous and still pursue money. They only see the present, and I am like that.

But after so many years of exploration and reflection, especially this incident, it seems like I was suddenly enlightened. In the future, our direction should change from selling products to exploring and feeling the products and the stories behind them, moving people with emotion and entering with the heart.

Knowledge of the world is knowledge, and understanding of human nature is writing.

Besides, Dong Yuhui's heart is really very positive, his mind is positive and kind, everything he has now is just the result of God giving this person a great responsibility, which requires him to suffer in his heart, toil in his muscles and bones, to starve his body, to deprive him of all poverty, and to make his actions frustrated, so that he can move his heart and endure his nature, and increase his ability to do what he could not do before. He is just in this stage.

The top leaders of New Oriental are not broad-minded enough to accommodate Dong Yuhui. How far a company can develop depends on the mind of its top leader. I don’t know how broad New Oriental’s mind is, but it is not broad enough to accommodate Dong Yuhui. This incident between him and New Oriental seems accidental, but in fact it is inevitable. There is no "small composition", but there are "big composition" and "medium composition".

Dong Yuhui is a gentleman, but people with work experience already know the boss’s attitude towards Dong Yuhui from the fact that he does not have a ticket to New Oriental’s 30th anniversary party. There is no need to cover up the truth or try to deceive others.

New Oriental is a large company, and it is very difficult to adjust its direction, but it is not impossible. It depends on whether the top leaders have the determination to make drastic changes. This determination is far from as simple as letting the CEO step down. It requires the top leaders to truly open their minds and minds, and this is the most difficult thing.

The way for us at Amazon to break through is actually the same as that for New Oriental, which is to break through from the thinking and from the heart.

In the past, I may have always thought that Amazon was very simple, just traffic * click-through rate * conversion rate = orders. As long as you grasp the traffic entrance and do a good job of click-through rate and conversion rate, you will be fine. Later, I found that it is actually customer-oriented, to put yourself in the shoes of the customer. Later, I found that going a step further is sincerity and mindfulness.

If we combine it with national strategy, in the past society has always focused on economic development. But now, if you pay attention to national current affairs, you may find that the country has gradually begun to pay attention to spiritual civilization.

After Dong Yuhui left, the Oriental Selection live broadcast room lacked his support. Even if many other anchors tried their best to promote discounts, they couldn't sell much (I went into the Oriental Selection live broadcast room last night and listened for a while, but these anchors kept selling goods, and without stories and emotions, it was really boring. I have to sigh that Dong Yuhui is really a wonderful flower (in a positive sense). If it weren't for him, Oriental Selection might still be in the mud). In fact, it has given us some very obvious revelations. It is not limited to the incident of the small composition, nor is it limited to the grievances between leaders and employees.

In the past, the lack of material things made us pursue material things very much. Now that material things have become abundant, people are pursuing higher things. When the granaries are full, people know etiquette; when they have enough food and clothing, they know honor and disgrace.

For me, the most important message revealed by the Dong Yuhui incident is that the era of attaching importance to spiritual civilization has arrived.

It will not only affect live streaming, but will gradually affect all aspects of our lives, including the Amazon platform.

"Wonderful reply"

Azu

Agree with: Black and White Dog AZ, Meet the Year of Orange

The author's personal cognition and thinking are very good. In my humble opinion, the underlying logic of today's Amazon to get the big results it wants is roughly:

Product selection (incremental market - good products that truly meet user needs) - operation (extreme content marketing - thinking about problems from the user's perspective) - model (after a single product reaches the top of the category, the product's iteration cycle, matrix layout planning and feasibility all determine the width of the subsequent moat. After the moat is built, how to achieve cross-category replication of explosive products).

After operations individuals have proven their abilities through continuous creation of hit products, they will generally be promoted to management to lead a team (operations team leader - operations supervisor - operations manager - operations director).

The difficulty of going from working alone to getting results through others and getting several times the same results through management is exponentially increasing, and the biggest variable is human nature. After constantly reviewing and upgrading the operation and management models, the team finally has the ability to continuously get results.

What is the best business model for extremely excellent operators? How can an individual earn several times more income after spending the same amount of time, energy, and effort in the single-core operation period? How can this process become a sustainable process instead of a flash in the pan? How can one combine the law and human nature to avoid being burned down after crossing the river? In the past two to three years, I have been reflecting on and improving my own cognition, and I have found that the more I know, the more I know that I don’t know.

It turns out that there are so many excellent and hardworking individuals in this world who are fighting for what they love. Going to work is no longer a way to go to the grave, but the best way to reflect your personal value. The growth of links and the growth of team performance can allow you to live a better material life, so that you have more time to pursue deep spiritual pursuits.

2024-2026 may be a difficult three years, but I sincerely hope that everyone can find a career that they love from the bottom of their hearts. When you encounter a career slump or a big setback in work or life, please don't complain, calm down for 3 minutes, have you really done your best? Are the difficulties you are facing now really so difficult that they cannot be completely solved? How do those who suffer from terminal illnesses bloom their last glory in the most limited time of their lives? What do the setbacks and difficulties you are facing now want to teach me?

Finally, let me quote the sentence that touched me the most:

It takes eight minutes for the sun's light to shine on the earth. It also takes time for others to see your beauty, your excellence, your unwillingness to be ordinary, and your grand plans. It's not that you are not excellent, it's just that your time has not come yet. Give yourself a little patience, don't worry, it will be fine.

Sunset under the boat   -Amazon 100-dollar advertising operator, League of Legends master goalkeeper; loves to study and enjoys sharing

Agree from: 4444xyy

Regarding this matter, I hold a completely opposite view to the original poster. The era of "spiritual civilization" in the original poster's concept will never come, and people will only become more and more impetuous.

The era of the current recommendation algorithm mechanism (I don’t know how to name it) has far surpassed the era of printing, television, and the initial mobile Internet. Or it can be said that it is the culmination of all media. The form of media prefers certain special content, which can ultimately control culture.

In the TV era, logic and continuous content structure have long been abandoned. Algorithmic recommendations are even worse than the tail end of the TV era 10 years ago. Content is more fragmented and "rich" than ever before. There has never been an era as "happy" as today. There are no "serious" short videos on mobile phones now.

The core is the same as that of the TV era, which is to capture the audience's attention and concentration. Concentration is money, and traffic is money. In the past, TV stations could exchange high advertising fees for ratings, but now the platform's traffic monetization ability In the old days of television, people still had some free time, but now it is broken into pieces, like sand, trying to fill the gaps between the stones in the jar.

The success of Dongfang must be attributed to Dong, because now most of the traffic is on him, and I personally feel that it is difficult for Dongfang to create another god.

Dongfang's rise, in addition to its own strong strength, is certainly inseparable from the traffic pool of Douyin. Dongfang has already set up a new platform, intending to occupy Douyin's traffic and want to divide it into its own platform. I don't think ByteDance will agree. Just like Amazon does not allow you to divert traffic from the site, but allows you to bring in Amazon, or help it to bring in traffic.

The success of everyone who stands at the top of the traffic is difficult to replicate, but it is also very easy to fall. There are countless eyes staring at you. In fact, we have seen many top-tier people fall and disappear over the years. The platform is not that important. It is not afraid of traffic. It can quickly create a new god to replace it. I feel that the platform is too powerful. As a spectator, you cannot choose what you want to see and what you don’t want to see. Your thinking may not be your thinking~

Summary: Traffic is king (not targeting Amazon). The more attention you can get from others, the more money you can make.

pykeander - 00 Upgrading

It is well written and sincere. As life gets better and material wealth increases, more people will think about pursuing spiritual abundance. Regardless of whether it is at home or abroad, thinking about how to combine products with spiritual values ​​is a future development direction for e-commerce people.