donews reported on December 13 that at half past one in the morning on December 13, Dong Yuhui responded to the "small composition" storm in 1,000 words. "It's not the company's intention, nor is it the fan's intention, I don't want to take the lead, I don't want to respond too much. Dong Yuhui said.
Jiemian News reported that Dong Yuhui introduced the small essay creation mode selected by Dongfang in his response, one is Dong Yuhui's own creation, such as Xi'an field and Inner Mongolia field. Second, Dong Yuhui provides ideas and suggestions, creates, and the two sides discuss and revise. The third is to create small compositions independently, and Dong Yuhui rarely changes or does not change.
The latest Jilin field essay belongs to the third situation, Dong Yuhui said: "The writing is different from the idea we mentioned at the beginning. In response, Dong Yuhui mentioned the original intention of the business - to develop agriculture, resist the behavior of "fan circles" and stigmatize anyone, and at the same time called for rational speech.
Always think about your own mistakes, don't talk about people's wrongs. I don't like to talk about people, to get into conflict with people, or to have intense emotional confrontations, and people who know me know that I love and who love me respects me. Dong Yuhui said. He claimed that he was still very young and naïve, inexperienced, and everyone criticized and gave more opinions. Finally, Dong Yuhui thanked Yu Minhong, Sun Dongxu, the two bosses and colleagues of the company.
This "small composition" crisis originated from the "trip to Jilin" that ended on December 10, with sales of 27.6 billion yuan, a record high. It was too late to celebrate the Oriental Selection, because of the promotional copywriting of **, which caused a multi-party debate among fans, Dong Yuhui and the company.
The focus of the debate is on who is the author of the essay?
The copy comes from the team. On December 6th, Dongfang Selection claimed under the publicity**, "Every time a small essay is made, the anchor is in front of the camera, and behind it is the copywriting team, the shooting team, and the editing team. ”
said that the anchor sometimes writes, such as Yuhui writes about Inner Mongolia, and Dunton writes about Hebei. But the anchor usually works too hard, and most of them are written by the copywriting team.
This remark aroused the dissatisfaction of Dong Yuhui's fans, and some netizens replied: "Yu Minhong said that the Shanxi essay was written by Dong Yuhui, is it you lying, or is Yu Minhong lying?"”
Shanxi copywriting is also written by the copywriting team, and the customer service may not know the details. Then he said, "I'm sorry for discrediting the boss." Mr. Yu is floating outside every day, and he really doesn't know the details of the business. However, when it comes to literary talent, Mr. Yu's literary style is indeed difficult to evaluate. ”
The controversy between fans and caught the attention of company executives.
Sun Dongxu, CEO of Dongfang Selection, responded: "Dong Yuhui has never said that every small essay is written by him, and Yuhui's cooperation with the team has always been very tacit. Dong Yuhui's small composition, developed to this day, has become a golden sign of Oriental selection, which has brought great reputation to the product and the company. ”
Sun Dongxu revealed that the average age of the team members is 27 or 8 years old, and a considerable number of them are particularly talented. It's just in front of the camera, and it is presented by a friend who is suitable for doing pre-stage work. "Don't kill a good young man, don't trample on other partners. ”
In order to calm the small composition turmoil, Dong Yuhui and Sun Dongxu mentioned in a conversation and laughter during the live broadcast: "I claimed to know a lot about the business in the comment area, which caused many friends to feel uncomfortable, and I sued Mr. Yu directly." Yu Minhong asked me to communicate directly with Dongfang Xiaosun, don't be too polite, we communicated very fiercely tonight, and probably drank several pots of wine. ”
However, this turmoil did not end with Dong Yuhui and Sun Dongxu's responses.
In response to Dong Yuhui's response, Dongfang Selection didn't buy it, and directly responded in the comment area: "I was already aggrieved, but this time the comment area was smoky, and I couldn't bear Yuhui to say in front of the camera last night, 'I claim to know the business very well' and 'Hu replied'. There is no 'Hu reply'!”
Then carefully list the small composition creation of each session: the copywriting teams in Jilin, Shanxi, Sichuan, and Gansu are all independently created by the copywriting team. There are a lot of changes in Inner Mongolia Yuhui, and in the Hebei field, Dong Yuhui gave ideas in advance and implemented them. There are many small essays in the world that are written by Yuhui himself, which is also a fact.
After proving his innocence, he immediately turned the finger to fans: "There are always so-called 'fans' who stir up trouble back and forth in the name of love, and even abuse us online!."Dong Yuhui once said in the comment area: "You go to the rest meeting." As of press time, these responses have not been deleted.
After the conflict intensified, Dongfang selected 80,000 fans.
Chan's mother data shows that on December 9, the number of fans of Dongfang Selection was 311590,000 people. As of press time, the number of fans is 310740 thousand. On December 11, the share price of Oriental Selection fell by 713%, and the market value fell by HK$2.4 billion from the previous day.
Fans quickly flocked to competing products. On the evening of December 11, the number of people in the live broadcast room of Gaotu Jiapin once soared to tens of thousands, reaching the peak of traffic since the start of the broadcast. Fans said in the comment area: "Because Dong Yuhui came to the Gaotu live broadcast room", "You and I have no chance, it all depends on Dong Yuhui", "I want to catch this splashing wealth".
On December 12, Chen Xiangdong, president of Gaotu (NYSE: GOTU), posted a Douyin message to thank fans: "Thank you to friends who like Haotian (Gaotu Jiapin anchor), especially the mothers-in-law who like Haotian. "Mother-in-law" is Dong Yuhui's fan name.
Talented and export-oriented has always been Dong Yuhui's image to the outside world, and it is also an important reason for Dongfang Selection's turnaround. A series of his golden sentences have swept the circle of friends, the most classic is - "When you memorize words, the killer whales of Alaska are jumping out of the water;."When you do the math, seagulls in the South Pacific are skimming the coast;When you Xi at night, the polar circle of the earth is colorful. ”
However, with the expansion of the scale of the Dongfang selection team, this situation has changed, Dong Yuhui said in the previous live broadcast of the Hebei field that he will provide ideas and directions, and then the team will implement them. Things have developed so far, the important thing is not who will create, but the contradiction between Dong Yuhui's fans and Dongfang Selection employees has been put on the table. The "fan circle" of fans in the live broadcast e-commerce industry is intensifying.
In September this year, the contradiction between Dong Yuhui's fans and Dongfang Selection broke out. The "2,000 Dong Yuhui account incident" caused dissatisfaction among fans, believing that Dongfang Selection was "de-Dong Yuhui" on the one hand, and on the other hand, it was squeezing its commercial value and damaging its personal image.
In response to this incident, Yu Minhong also apologized and pointed out the operational problems of its companies.
As a business behavior, this model can be understood and explored, but there are serious problems in the promotion process", Yu Minhong said, "First, I did not communicate with me in advance, which made me confused." The second is that he did not communicate with the anchors in advance, which led the anchors to think that it was fake. Third, there is no pre-existing normative measures for bad businesses. ”
In fact, fans have always "complained" about Dong Yuhui's lack of real power and his existence as a celebrity employee, believing that the company has discriminated treatment and suppression. The core appeal of fans is to hope that Dongfang Selection will pay attention to Dong Yuhui.
Yu Minhong has said to the public many times: "I will not treat Dong Yuhui badly." Dong Yuhui also responded in a live broadcast in February this year: "The current salary is the group's executive-level treatment, which is very satisfying." The old man (Yu Minhong) promised to give Dong Yuhui a share, and he sent it, and there were quite a lot. Specifically, it cannot be said that the company requires confidentiality. ”
There is no public information to show that Dong Yuhui has become a high-level person with real power. Now, Dongfang selected the tuba to directly "tear" Dong Yuhui, and there is no shortage of speculation about his follow-up development, and even "shouted" Gaotu Chen Xiangdong to dig Dong Yuhui over.
On the evening of the 12th, Chen Xiangdong appeared in the live broadcast room of "Gaotu Jiapin" to respond in a high-profile manner and thank new fans for joining, "Dong Yuhui is not for digging, but for love." Gaotu cherishes every talent. ”
The fandom incident also exposed internal management problems.
For the "extreme" response of fans, I may be angry, but wearing the "skin" of Dongfang Selection's tuba, I have no scruples to put the company's personality creation process in front of the stage and openly discuss it, this move is obviously unwise, not only to hurt Dong Yuhui's personality, but also to question the internal collaboration of Dongfang Selection.
If it is an individual's behavior, it is a breach of responsibility for account management. If it is the original intention of Dongfang Selection, it is to directly bring the contradiction between Dongfang Selection and the star anchor Dong Yuhui to the table. Fans trying to "meddle" and influence the company's operations are very foreign to former education companies in the non-entertainment industry.
In today's world where celebrities and Internet celebrities are often to blame and their personalities are collapsing, how to ensure that there is no big anchor who can still operate smoothly, and whether to untie the super big anchor of "success and failure" has become the "sword of Damocles" hanging over many live broadcast e-commerce companies, and Oriental Selection is not exempt from vulgarity.
The most important asset in the live streaming industry has always been people. Li Jiaqi's live broadcast room is also supported by his huge personal fans;After Wei Ya left the live broadcast room, the "bee" live broadcast room composed of her assistant broadcasters did not return to Wei Ya's previous sales and influence.
Being besieged by the fan circle culture is not the only problem faced by Dongfang Selection, but also the traffic dilemma of stagnant growth. Cicada Mother data shows that in the past year, after slowly crossing the 30 million mark, the growth of Dongfang Selection's fans has stagnated, and the peak reached 30.21 million on May 28.
As a comparison, on February 17, Dong Yuhui's Douyin fans have reached 10.3 million, and Dongfang Selection's fans are 29.46 million. On December 12, Dong Yuhui's fans have reached 13.06 million, and Dongfang's fans are 31.08 million. That is, Dong Yuhui's fans are close to half of the tuba, and they continue to grow, and the growth rate of Dongfang Selection's fans has been significantly lower than the growth rate of Dong Yuhui's personal account.
Not long ago, Dongfang Selection's blockbuster paid membership business was also controversial - it did not have the service capabilities of Sam's Club, and it was far more expensive than the online shelf e-commerce of "88VIP";Frequent** price reductions cannot be used in conjunction with members.
Dongfang Selection, which is pushed forward by traffic, still has many problems to solve.