Visual China.
Text: Qingcheng Finance, Author丨Tianchen, Editor丨Liuzi.Nearly 1 million fans were lost in 7 days, the stock price accumulated ** more than 30%, and the CEO apologized ......In the past few days, Dongfang Selection has been deeply involved in Dong Yuhui's "small composition turmoil".
The matter originated when Dong Yuhui's fans argued with Dongfang SelectionWho wrote the essay exactly。When Dongfang Selection said that most of the content was written by the team, it directly attracted the dissatisfaction of Dong Yuhui's fansAccuse this of being a backstab
Just when things were getting worse, Sun Dongxu, CEO of Dongfang Selection, responded and explained that Dongfang Selection did not treat Dong Yuhui badly, and also revealed that his annual salary was tens of millions. Far from calming the turmoil, this has added fuel to the fire and made the matter even more serious.
In desperation, Yu Minhong, the founder of New Oriental, responded in person, saying that there were big loopholes in the company's management, and that Sun Dongxu's mention of Dong Yuhui's income was indeed inappropriate. After that, Sun Dongxu apologized.
I thought this matter could be over, butThe discussion around whether Dong Yuhui will go or stay continues, being off the air, poached and other voices also followed. Previously, Dong Yuhui had said that without Dongfang Selection, there would be no current Dong Yuhui. Now, Dong Yuhui is in trouble, and Dongfang Selection has also been captured, so,Can Dongfang Selection be separated from Dong Yuhui?
On the evening of December 14th,Sun Dongxu posted an apology on Weibo**, bowed and apologized for his recent "aggressive" demeanor in the live broadcast and revealing Dong Yuhui's salary.
*Screenshot of Dongfang Xiaosun's Weibo.
Sun Dongxu said: "Today I came to apologize to the majority of netizens, the day before yesterday when I explained the issue of Oriental selection liveFrom the demeanor and tone, the expression is a bit aggressive, The action of putting the mobile phone on the table also looks like falling down, which is very graceless and graceful, which makes the majority of netizens think that it is a very disrespectful and rude behavior. Although it is due to stiffness and mistakes caused by the lack of rest for several days in a row and inner anxiety, this is not a reason. I sincerely apologize here. Please believe itI didn't mean to, I will seriously correct it in the future. ”
In addition, Sun Dongxu also apologized to everyone and Yuhui for mentioning Dong Yuhui's salary for such an unprofessional behavior. Regarding the fan circle culture, he said: ".Reject the expression of fan circle culture, not that the fans of Dongfang Selection are in the fan circle, but I really don't want the irrationality of a few people to lead the rhythm and affect the healthy environment of Dongfang Selection. I apologize if I misunderstood. Netizen fans are our food and clothing parents, and we must work harder to provide better services for everyone. ”
Finally, Sun Dongxu also said that he would always be vigilant and warn himself, and strive to improve his pattern and mind, so that he can become a qualified manager.
Earlier on the 14th,Yu Minhong issued a statementAs an employee, he posted his views on the official account of Dongfang Selection, and repeated it, which seriously lacked professionalism and showed that there were big loopholes in the company's management.
Subsequently, Yu Minhong pointed out that Sun Dongxu's explanation of the problem was inappropriate to mention Dong Yuhui's remuneration. Yu Minhong said that he had leadership responsibilities as chairman and apologized to Dong Yuhui.
Regarding the fan circle culture, Yu Minhong said that he never knew what the fan circle culture was, nor did he think that Dongfang Selection had any fan circle cultureDongfang Selection has all the netizens and fans who love Dongfang Selection and the anchors
Looking back on the whole incident, the cause was just over on December 10"Jilin line"., netizens raised the question of who the copywriter came from, and the team responded in the author's top message: It was from the team. At the same time, he also said that the anchor sometimes writes, but it is usually too hard, and most of it is written by the copywriting team.
At this time, Dong Yuhui's fans disagreed, and tore up with the team in the comment area, pointing out that Yu Minhong, the boss of Shanxi's small composition, said that it was written by Dong Yuhui, but now he said that he wrote it himself, not the ** slap boss?After that, he replied: The boss is usually very busy and doesn't know the details of the business. However, Dong Yuhui's fans didn't buy it, and still firmly believed that the copywriting was from Dong Yuhui, and the team's reply was backstabbing Dong Yuhui.
In order to calm the small composition turmoil, Dong Yuhui once explained: He claimed to know the business very well replied in the comment area. But the team that said this stopped again, and directly tore Dong Yuhui in the comment area and said that there was no Hu reply, and also said that fans stirred up trouble back and forth, and even cyber violence.
This incident impacted the live broadcast performance of Dongfang Selection on the day. On December 11, the number of ** people in the Dongfang Selection live broadcast room was only 8.18 million, while the data in the previous three days was 12.1 million to 16.91 million. On the same day, the stock price of Oriental Selection was **713%。
On December 12, Sun Dongxu responded in the live broadcast room and explained that Dongfang Selection did not treat Dong Yuhui badly, and his annual salary of tens of millions was only part of Dong Yuhui's income.
In the early morning of December 13, Dong Yuhui explained the turmoil in a thousand words, and said that the company resolutely said no to the behavior of the fan circle and hoped that fans would stay calm.
Now, with the apologies of Yu Minhong and Sun Dongxu, the controversy between fans and fans has come to an end for the time being, butAround whether Dong Yuhui will go or stay, the topic of Dongfang's selection of one of the two continues
Actually, there are rumors about one or the other,Yu Minhong once responded: It's okay, it's not so seriousDong Yuhui said it was inconvenient to respond。However, on December 14, Oriental Selection released a three-day live broadcast promotional poster on December 15-17Dong Yuhui was not among them。At the same time, Dong Yuhui's Douyin account IP is also displayed in Shaanxi, not Beijing, and his Douyin account profile has also been modified, from the original "used to be a teacher, now a salesperson" to"Don't will, don't be, don't fix, don't me".
Looking at the number of fans selected by Dongfang, it dropped from 31.16 million on December 9 to 3017 on December 15 (as of press time).30,000 people.
Interestingly, at the same time as Dongfang selected fans, many Dong Yuhui's fans also went to the Gaotu live broadcast room. On the evening of December 14, Chen Xiangdong, founder, chairman and CEO of Gaotu, posted on Weibo: "100,000+ at the same time**, miracle, belongs to Gaotu products, belongs to Gaotu, belongs to you, belongs to us, dear friends." ”
On December 14, the anchor of Gaotu Jiapin revealed that the sales of live streaming have been in the previous 30 days100 times the average daily sales。Initially, the popularity of the live broadcast room was very low, and there were only 8 viewers at the minimum.
As of press time on Dec. 15The number of fans on the Douyin platform of Gaotu Jiapin rose to 14110 thousand
Chen Xiangdong was the CEO of New OrientalAfter leaving New Oriental, he founded Gaotu。According to Gaotu's official WeChat***, the predecessor of Gaotu is "learn from whom", in June 2014, led by Chen Xiangdong, the team members are mainly composed of core technical backbones from famous education and training institutions such as New Oriental and Internet companies such as Alibaba. On June 6, 2019, the company successfully landed on the New York ** Stock Exchange with its brand name "Learn from Who", becoming the first K12** education company in China to be listed in the United States. In 2021, the company unified the aggregation brand name as "Gaotu", and its product brands include Gaotu Classroom, Gaotu College and other product brands. Gaotu Jiapin is an e-commerce live broadcast room owned by Gaotu.
In a live broadcast, some netizens asked questionsWill Gaotu dig Dong Yuhui?Chen Xiangdong said that Dong Yuhui is not used to dig, but to love。In Weibo, Chen Xiangdong once again talked about Dong Yuhui and said: The sentence blurted out is indeed his state of mind. A "hero" who has been recognized by so many fans comes out, and he is still a teacher, which is really very, very difficult in the current era.
Some netizens described:"Splashing wealth" is the turn of the high road。Chen Xiangdong said, "If anyone insists, he will always usher in what everyone calls wealth and wealth." Are we ready when the world comes?Can we catch it?Can we be worthy?”
In addition to Gaotu, Brother Xiao Yang was also asked by netizens in the live broadcast whether he could "dig Dong Yuhui", about thisBrother Xiao Yang replied"How is it possible, don't dig anything,Which company doesn't want it。Many people admired him, the power of knowledge. ”
December 15th, Luo Yonghao sent a message"If Mr. Dong Yuhui wants to start a business, I am willing to save a bureau with some friends who do investment and businessSupport him to start a business smoothly。If anyone in the almighty circle of friends knows Mr. Dong Yuhui, please help me pass on a word, no matter what, thank you. ”
*Screenshot of Luo Yonghao's Weibo.
Whether it is Chen Xiangdong or Luo Yonghao, whether it is hot or sincerely invited, at least Dong Yuhui's popularity is really high, there must be no shortage of places to go, and then it depends on how Dong Yuhui decides.
After the introduction of the "double reduction" policy in July 2021, New Oriental established the Oriental Selection Live Room and began to transform. In June 2022, Dong Yuhui became popular because of his bilingual delivery, and in just a few days, Dongfang Selection increased his fans by nearly 5 million, with an average sales of 134770,000 yuan. At the same time, Dong Yuhui's fan team also began to grow, and gradually influenced Dongfang Selection since then.
In January of this year, Oriental Selection issued oneYear-end review** "Sending the God of Wealth 2022 Memories Bureau"., the ** thanked Yu Minhong and Sun Dongxu for responding to the demands and expectations of the audience in the live broadcast roomBut Dong Yuhui was not mentioned, this behavior caused dissatisfaction among fans.
In September of this yearThe "slice and goods" project selected by DongfangAbout 2,000 accounts with Dong Yuhui's avatar and name suddenly appeared on Douyin. ButDong YuhuiSaid in the live broadcast, himselfNo authorization notice was received from the company, and also reminds everyone not to be fooled. After that, Yu Minhong came forward to apologize, and said that there were "serious problems" in the promotion process of Dongfang Selection's "slice authorization" project, and he had seriously criticized the management and apologized for the confusion caused by netizens.
By all indicationsDongfang Selection is more and more inseparable from the IP of "Dong Yuhui".。In fact, Dongfang Selection has not considered this problem, in addition to Dong Yuhui, he has also cultivated anchors such as Shi Ming, Dunton, Yoyo, and Xiaoqi. Previously, fans picked up the Oriental Selection Book Number and removed the label of "Yuhui Push", and the image of Dong Yuhui, the "square-faced teacher" on the packaging of the self-operated product Sirloin steak, was also removed. And not long ago at the 30th anniversary celebration of New Oriental,Dong Yuhui did not appear with the senior management team, and thereafter,Dong Yuhui showed that he was not a New Oriental executive in the first place
Dong Yuhui once said that without Dongfang Selection, there would be no current Dong Yuhui. Nowadays, Dongfang Selection is also inseparable from Dong Yuhui.
Zhang Shule, the first person in the industrysaid that if there is only one Dong Yuhui, it is equivalent to putting eggs in one basket, which is extremely risky, and Dongfang Selection must cultivate more different types of "Dong Yuhui". Let the original star become a veteran and continue to shine, but there can be more support points, and you can't just rely on a piece of wood to support it.
If the huge loopholes in the management of Dongfang Selection are not plugged, the future may be so thunderous that Dongfang Selection will collapse. The Dong Yuhui incident actually made Dongfang Selection unable to find the north。Zhang Shule said.
Since the beginning of this year, the influence of super anchors has declined, and brand self-broadcasting has attracted attention. Therefore,"De-head anchorization" is becoming more and more obviousFor the selection of the East, "de-Dong Yuhui" has also become an inescapable topic
In this regard,Jiang Han, a senior researcher at Pangu Think Tank, saidFor Dongfang Selection, if losing Dong Yuhui's IP is indeed a trouble, but as an enterprise, it also needs to consider its own positioning and target audience, if the company's product positioning does not need to rely on the head anchor to promote, then you can pay more attention to the cultivation and cooperation of waist and new anchors, or create your own IP through your own efforts and publicity. In addition, it is also necessary to pay attention to some new live streaming models and trends, and adjust their strategies and development directions in a timely manner.
Zhang Shule believes that after the bankruptcy of the "lowest price" myth of live broadcast e-commerce, there are two ways to bring goods in live broadcast in the future:One is that the anchor brings goods by word of mouth, with experience, it is no longer the key, such as Dong Jie successfully made a sample. The other is self-built industrial chain or enterprise live broadcastThis kind of flat channel effect of the past president signing through live streaming can truly achieve the "lowest price on the whole network" by means of factory direct sales. Actually,Dongfang Selection is to take the industrial chain ecology, Dong Yuhui's future role will be gradually diluted, and the value of the product will become increasingly prominent