Dongfang Selection December data briefing:
1. The overall GMV part:
In December, the total GMV of the matrix account platform was 1.099 billion, a month-on-month increase of 20%, ranking first on Douyin again ; the main account was 803 million, a new record high; the beautiful life account was 152 million, a month-on-month decrease of 25.5%. The average daily GMV of natural days was 35.45 million yuan, and the average daily GMV of live broadcast days was 40.7 million yuan, a year-on-year increase of 33%.
In December, the whole account was off the air for four days, and the main account was off the air for six days. Starting from December 8th, the anchors began to show off, and then the number of anchors that can be broadcast decreased every day. From 12th to 14th, the broadcast was completely suspended and waited for Yangkang. The number started to return to normal. But after returning to normal broadcasting, GMV rose from 30 million daily in November to 40 million in no time, and fans couldn’t wait. It also exceeded 70 million in two days. Watch World GMV exceeded 20 million on the 27th, far exceeding expectations. On December 28, the first anniversary of Dongfang Selection exceeded 120 million. At the same time, logistics in many parts of the country were out of service in early December. Most of the anchors waited for the harsh environment of Yangkang for a week. They really did not expect that Dongfang Selection could achieve such a performance, which greatly exceeded expectations. It really created a miracle of Dongfang Selection.
In the 2023 fiscal year, Dongfang Selection estimates that the annualized GMV has reached 10.7 billion, and the profit is about 1.34 billion. The education business part is not included.
2. Self-operated products:
In December, 9 new self-operated products were launched, and about 60 products were on sale. The GMV of self-operated products in December was 333 million, accounting for 30% of the overall GMV; since June, the Douyin platform has achieved 1.56 billion GMV of self-operated products . Certainly more than 1.6 billion. And self-operated products are the main force for product repurchase.
The GMV of the self-operated account reached 43.55 million in December, a month-on-month increase of 202%. The number of fans of the self-operated account also exceeded 1 million, becoming the fourth matrix account under Dongfang Selection with more than one million fans.
3. Repeat customer and fan data:
In December, repeat customers declined month-on-month, mainly because many customers were unable to place orders within 30 days due to logistics reasons. For example, I was unable to place orders in late November because the entire Guangzhou logistics basically stopped. Can’t be a repeat customer. So don’t panic as repeat customers dropped by 600,000 in December. In fact, it stopped falling after falling to 6.18 million.
In December, the number of fans on all platforms increased by 1.26 million, a slight slowdown. The beautiful life account has the largest growth, and its repeat customers are also close to 1 million.
We observe the funnel process from fans to members, repeat customers, APP mini-program users, and then joining WeChat group fans. In December, there were more than 800 private domain groups, and more than 160,000 fans. They are the most loyal members. Fans increased by nearly 40,000 year-on-year, an increase of 30%+.
The number of fans on platforms other than Douyin has also maintained an average monthly growth of 20%; GMV also exceeded 50 million yuan in December.
4. Matrix number and anchor team:
By December 28th, the first anniversary of the broadcast of Dongfang Selection, the matrix account has opened six sets, and the new number has been opened with the brand influence of Dongfang Selection and the maturity of the anchor team, and their maturity is getting faster and faster. Watch the world 12 The GMV reached 46 million+ in just a few days after the launch of the month. Although the return rate of travel products may be high, this performance is also eye-catching. Directly helping Douyin break into the core position of Meituan, there is a huge room for imagination. Jinjiu will start broadcasting in November, and its performance in December has increased by 70% year-on-year, and its daily average GMV has stabilized at more than 1 million.
In the past year, Dongfang selected and trained 25 outstanding anchors. They are young people in the new era, so full of vitality, such a team is really what every entrepreneur and entrepreneur wants to have. Lao Yu can transform individual capabilities into organizational capabilities, which is the difference between an entrepreneur and an entrepreneur. Although an individual IP may become a business of tens of billions, only the ability of the organization can make it possible to make a business of hundreds of billions or trillions.
So much to write first, and the company has more business affairs at the end of the year. It is necessary to formulate a 23-year business plan and prepare for the year-end meeting. Data updates and monthly reports are a bit slower.
In short, the development of Dongfang Selection is still on the way. It is only a year old and it is in the early stage of growth. We will continue to climb, and the road to the top must be bumpy. Let us forget about stock prices and remember shares.
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,Thanks for the support. Thanks to @大国和大民@金银之妖童@东方小散人for the data support.
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