In the past few days, Dongfang Selection and netizens have been very busy.
On the one hand, Dongfang Selection continues to create news, and on the other hand, the official response to these events always tries to make a big deal small, and the result is that a large number of fans and consumers are sent to fellow competitors, and even on December 13, the market value of Dongfang Selection evaporated by 4 billion Hong Kong dollars in one day.
And netizens said that this melon is really "the more you eat, the more you have", I thought it was crazy, but later I was selected by Dongfang CEO Sun Dongxu to "hold a meeting", and there were rumors of an explosion of two choices internally, and then Yu Minhong personally apologized, and more and more felt that "this matter is not simple".
is the same as "", in the past two days, Afternoon Tea Jun has been aesthetically tired just by reading related articles and the "archaeological **" in the live broadcast room of Oriental Selection, and to sum up, netizens have the following interpretations of this matter.
The best-selling saying is, of course, character gossip - * human dispute. Considering that Yu Minhong is 61 years old, two management leaders and business leaders under the age of 40 - CEO Sun Dongxu and popular anchor Dong Yuhui are strong competitors, which is very similar to the triangular pattern of "Fei Ye - Sister Wen - George" in the news queen.
The second is to think from the perspective of the company's operation - the company's positioning and route dispute。The route of Internet celebrity anchors with goods is just an accident for Dongfang Selection, and the establishment of a self-operated system is a long-term strategy, and in this process, de-individualization of the company's label is a strategy in line with long-term values, so it is fully necessary to "reverse Dong".
Finally, there is the origin of the incident - the competition between colleagues for achievement contribution. This statement was born from the original "small composition", and it can also be said to be the most straightforward of all interpretations, that is, behind the scenes, he is not satisfied with the exclusive glory of the characters in front of the stage, so he backstabbed Dong Yuhui under jealousy, in fact, if you want to accept this statement, you need to answer the following two questions.
1) The company's management system is almost none, and there is still no rectification when problems are found. In this way, he can condone wanton remarks in the reply area, and is still unwilling to change his words even though Yu Minhong has already expressed his position;
2) Dong Yuhui, as a hero who single-handedly led the selection of the East, if he wants to prove to netizens the value of his contribution to success, even if he just wants to be popular, he has never revealed his personal identity, but simply lowered Dong Yuhui's reputation, harming others but not himself, and even in the long run, it will hurt himself, so what is the intention?
With these doubts, Afternoon Tea Jun will re-examine the "infighting" incident of Dongfang Selection in this article, with three questions - "what kind of company is Dongfang Selection", "where does it come from", and "where is it going".
How did the "Reverse Dong Movement" proceed?
On the bright side, the fuse of this incident was on December 6, and the official account of Dongfang Selection commented that every special essay was "the anchor is in front of the camera, and behind it is the collaboration of the copywriting team, the shooting team, and the editing team".
Since then, the discussion on whether Dong Yuhui's success has taken advantage of them has begun. So a big battle in the comment area was launched, and it was the second round of replies that detonated the whole network.
In the second comment, he even called "aggrieved", pointing out that Dong Yuhui's reply was unrealistic, and even showed the details of the specific copywriting Dong Yuhui's work that Dong Yuhui participated in the revision or did not change a word in the comments.
At this point, the "stigmatization" of Dong Yuhui has really begun.
Not to mention, even if there is no special note on December 6, netizens naturally know that the entire presentation in front of the stage is made up of the collaboration of the anchor and the teams behind the scenes.
The details used to attack Dong Yuhui in the second comment can just prove that he also invested considerable participation in the copywriting work, and the only few copywriting teams that were recognized by Dong Yuhui became the basis for competing for credit.
As for the mentioned "fan network explosion", it directly sent a considerable number of netizens to the opposite side of Dongfang Selection, which in itself is a stigmatizing performance.
What's even more exciting is that affected by this incident, on December 13, Dongfang Selection CEO Sun Dongxu's behavior of "** meeting" in the live broadcast room not only "educated" users, but also raised the height of "stigma" again.
In the live broadcast, he first combined it with the statement that he was exploded by fans, emphasizing the resolute rejection of fan circle culture, and deliberately mentioning that Dong Yuhui's income is tens of millions, and "it is only a part of Dong Yuhui's income", trying to arouse the "pink eye" of netizens.
Whether it is labeling fans with the malicious label of "fan circle culture", or mentioning Dong Yuhui's income in an unrelated scene, or even the so-called "tens of millions are only a part" statement, there are also widespread doubts, lack of relevant evidence, and irresponsibly attack Dong Yuhui and his fans in an aggressive tone through live broadcasts.
It can be said that if it was just dissatisfaction and complaints at the beginning, then the second round of Sun Dongxu's live broadcast was a naked target.
Outside the comment area and live broadcast room, Sun Dongxu's "go to Dong Yuhui" action is the real big deal.
Dong Yuhui to the left, Sun Dongxu to the right, how to choose Yu Minhong?
Some netizens questioned whether the method of talking about chicken soup for the soul, sharing knowledge, and even singing and dancing in the live broadcast room to gain popularity and increase sales in the live broadcast room through the anchor is pure drainage or another kind of star-making?
There may not be a standard answer to this question in the live broadcast e-commerce industry, but if you ask the artist agency, the answer is obvious.
In fact, what is in front of Dongfang Selection is such a multiple-choice question, whether to choose to continue to manufacture "Dong Yuhui", or to return to the original intention when the company was established.
And this also explains why Sun Dongxu didn't wait for Dong Yuhui to bring fire to other anchors, and then adopted the strategy of "dismantling the beams" for them. Because in essence, large traffic drives small traffic, which still belongs to the style of artist management, and it still cannot fundamentally correct the "detour". And Sun Dongxu's "resolute rejection of fan circle culture" is actually a statement of no to this model!
And in order to reverse the route, what else did Sun Dongxu do to "go to Dong Yuhui"?
The first is the development and reengineering of anchor resources, and actively expanding the anchor team while constantly opening matrix numbers.
In order to avoid being "kidnapped" by individual anchors, the expanded anchors basically take "Oriental" as their surname, and take the surname of the team anchors.
In addition, Dongfang Selection has also set up a number of subsidiaries to do self-operated products, first-class chain management and brand marketing, and in addition to the goods business, the selection and production capacity are the second direction of profitability.
In many interviews, Sun Dongxu described Dong Yuhui's leading selection to Dongfang as an accident, while the company has other long-term strategies.
Up to now, Dongfang Selection is facing the strategic focus of re-selecting a new stage. This is obviously also a multiple-choice question in front of Yu Minhong, the so-called two-choice is not limited to choosing between two people, but two kinds of company positioning and corresponding two development routes.
In front of the stage and behind the scenes, who is more meritorious
In addition to the above-mentioned issues, in addition to whether Dongfang Selection's own positioning is clear, this incident also involves the game between many stakeholders and the definition of responsibilities. Let's go back to the starting point of this event.
The most basic interest gamers: Regardless of whether there is someone behind the manipulation, the roles at the forefront, Dong Yuhui in front of the stage and the editorial team behind the scenes are not very clear.
The point of complaint of the Dongfang Selection editorial team is that Dong Yuhui, who is in front of the stage, has taken most of the credit. At the company level, Dong Yuhui has also gathered a lot of resources to pour in;At the market level, consumers only remember Dong Yuhui.
Oriental selection Douyin.
Even if the team also contributes to the text and the first aspects, they always seem to be the first person hiding behind Dong Yuhui. And this unfairness exists at almost every level based on content creation.
For example, TVB's hit drama "News Queen", as the anchor of SNK News, Wen Huixin is a signboard and a person who has made great contributions in the eyes of outsiders, she is wise, strategic, knows how to advance and retreat, and has a strong sense of direction. The important thing is that at many critical moments when the truth needs to be gathered, she can accurately persuade others to "willingly" present the evidence with both hands.
The moment she looked at the crowd, whether the whole process was orderly or not was finally reflected in her. As for who found the information in her hand and who wrote the lines of the prompt machine in front of her, the audience will not care, and the boss will not care.
Is the responsibility of the planning team great, or is it the responsibility of the anchor?Does the planning team exist to assist the anchor, and who should be stronger?Is the content written by the planning team that the anchor can't change a word?If the anchor modifies the content of the copy, how should the benefit distribution mechanism be calculated ?..
In the actual operation process, behind all these seemingly uninterrupted and chaotic relationships, there is a delicate balance and each performing its own duties.
The reason why "News Queen" is out of the circle is due to the fact that the director shows the conflicts of interest and tearing in the workplace that he dare not put on the table at a glance, and even the plot is even wilder.
has always been set in TVB workplace dramas, ordinary people are burying their heads in work, while boldly tearing up, their lives are endless, they don't stop going to work, and they carefully pave the way for themselves in order to avoid getting out prematurely.
Compared with the plot in Hong Kong dramas, the conflict between the interests of all parties within a listed company is often wrapped in a more obscure way.
In 2020, Lynch, chairman and general manager of Youzu Network Company, was suspected of being poisoned to death.
At that time, according to the report of Shanghai **: "At about 17 o'clock on December 17, 2020, ** received a report that a hospital found that the patient Lin (male, 39 years old) was suspected of poisoning during diagnosis and treatment. After receiving the report, ** immediately launched an investigation. After on-site investigation and investigation, it was found that Lin's colleague Xu (male, 39 years old) was suspected of committing a major crime. At present, Xu has been criminally detained in accordance with the law, and the relevant investigation work is being further carried out. ”
With the fermentation of the "small composition" incident of Dongfang Selection, many people began to take out the characters in "News Queen" to find a benchmark for Dong Yuhui.
In Afternoon Chajun's view, the biggest difference between "News Queen" and Dongfang Selection is that the infighting of all parties in the play will never be brought to the live broadcast stage, but at the last moment, the interests of the program will still come first.
On the other hand, the Dongfang selection incident itself, from the moment the editorial team sent a complaint message on the official account, this battle for the help of Volkswagen ** began, from the original controllable, slowly out of control.
Who should the anchor IP belong to?
If it was just a conflict of interest between the anchor and the editorial team, it would not be so uproarious, and the salary of the editorial team was not paid by Dong Yuhui, and it was the project leaders and senior management who really decided the salary distribution.
In response to this incident, many ** expressed their opinions, believing that this was another attempt by Dongfang Selection to "go to Dong Yuhui". This is undeniable.
Careful netizens found that at the beginning of the year, Dong Yuhui rarely had a holiday for more than half a month, and the Dongfang Selection Book Number, which used to focus on personal IP, removed the "Yuhui Push" label, and the image of Dong Yuhui, the "square-faced teacher" on the packaging of Dongfang Selection's own brand steak, was also missing. This led to the conjecture that Dongfang Selection began to "de-Dong Yuhui".
But in the opinion of Afternoon Tea Jun, the logic behind this is:Fungibility Theory!There is no one and nothing that cannot be replaced. Even if it isn't, it's just that it can't be done at this time, and it will be replaced one day.
In fact, the core issue is not whether it can be, but whether Dongfang Selection believes that Dong Yuhui can be replaced and copied. There are many lessons on the market, but for Dongfang Selection, you will only know if you have tried it.
For example, the previous head anchors such as Li Jiaqi and Wei Ya played a leading role in the entire traffic pool, and Luo Yonghao was the driving force for the Douyin platform.
If you look at it from the perspective of the platform, ** did not adopt the path of de-anchoring, but supported as many heads as possible. But the results are not satisfactory, there is a contrast, there is harm, the waist is easy to make, and the head is difficult to find. In contrast, in order to prevent one from becoming dominant, Douyin is on the road of supporting new head anchors, from Luo Yonghao to Dongfang Selection.
At the beginning, Dongfang Selection started broadcasting on the platform with "heterogeneous" teaching and cultural style on Douyin, and it has been tepid for most of the year. The mysterious power happened half a year later. The subtle idea of time lies in the fact that at that time, the two top anchors fell one after another, and Luo Yonghao chose to "escape" from Douyin.
Douyin, which was originally based on content and interest platforms, has its own considerations when looking for the next Luo Yonghao. It's one thing to have content differentiation. According to many ** revelations, New Oriental itself is a big customer of Douyin, and in 2020, it will be 1 billion yuan in the annual frame with Douyin, and K-12 will not be put on again after being cut.
The selection of Douyin has caused the rise of Dongfang Selection, and the popularity of Dongfang Selection has made consumers know Dong Yuhui.
Some things are against the laws of nature, and it is easy to suffer hardships, but it is difficult to share wealth. From the perspective of Oriental Selection, is Dong Yuhui's popularity a personal ability or the power of the company's platform?After all, Yu Minhong in the ** statement, the title of this "wrong" editor is.
In addition, at the company level, the Dongfang selection incident itself also involves another issue. The ownership of the IP of the Internet celebrity contracted by the company. Dong Yuhui's three words, whether this person and his character belong to Dongfang Selection, if so, Dong Yuhui is still a role as a worker.
Conclusion
Previously, Ma Boyong's "Lychee of Chang'an", an officialdom**, was once popular, and this book also appeared in the live broadcast room of Oriental Selection. The synopsis of the book is as follows: In the fourteenth year of Tianbao, Li Deshan, a minor official in Chang'an City, received a task: to transport fresh lychees from Lingnan to celebrate her birthday before the birthday of the concubine. However, lychees "change color in one day, fragrance in two days, and taste change in three days", and Lingnan is more than 5,000 miles away from Chang'an, with mountains and rivers, which is an impossible task.
But Li Shande was designed by his boss and signed this "military order" after getting drunk. After four months of planning, it finally succeeded after repeated experiments. But when he returned to Chang'an, he was supposed to be rewarded, but he spoke out and accused the right minister of spreading the huge cost of transporting lychees on the people, and the whole family was exiled to Lingnan.
Just a year later, the Anshi Rebellion broke out, and soon the capital was destroyed, ** scattered and fled, and countless people died in the broken family, but Li Shande escaped because of this.
Author] Watching the fire for 20 years Thousand Rains 2022
Disclaimer] The content of the article is for research and Xi purposes only and does not constitute any investment advice.