Formerly an English teacher at New Oriental Group, Dong Yuhui, as a star host, in turn, rode East Buy to a bigger following among Internet users and big money, as his insightful (有见地的) and humorous style helped sell a range of products, including farm produce, to millions since June 2022. At his peak, Dong commanded a following of 20 million, increasing East Buy’s customers to 30 million.
Dong, who called himself a farmer’s son, was born in Tongguan, a small county in Shaanxi province. He said his father is his role model, who always tries his best to buy and read newspapers, despite being a busy farmer. “I am just an ordinary person selling vegetables on Douyin. I hope that people do not pay too much attention to me. More focus should be given to many of the ordinary people’s lives like street sellers and farmers,” Dong said during an interview in 2022.
Dong said he didn’t expect to attract millions of people seeing his live-stream every day, a sharp contrast to merely dozens of people half a year ago. At that time, East Buy was set up as its parent company New Oriental was seeking a transformation after it witnessed a sharp dive in the stock market (股市) due to the government’s regulations on the education sector (行业). “It has been a hard time, but we didn’t give up and insisted on live-streaming for over 10 hours a day, just like what we are doing today,” Dong said.
Nevertheless, an argument happened on Dec 6 of this year (2023) after East Buy’s editorial team sought to take joint credit for certain scripts (文案) that Dong’s fans thought were only his work. But a New Oriental statement on Dec 18 said Dong will act as a cultural assistant to Yu Minhong as well as vice-president of the parent company’s cultural and tourism business. It’s a move that market analysts said might bring back both the fortunes and reputation of East Buy.
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