Visual China.
Dongfang selected the anchor Dong Yuhui to achieve the ultimate identity of the strongest counterattack "worker" in history. On the cusp, at 8 p.m. on December 18, Yu Minhong and Dong Yuhui appeared in the live broadcast room together. Previously, Yu Minhong said that Dong Yuhui will definitely have the right to speak in the future. He also said, "With the development of modern society, the boss must be willing to work for the employees, and the direction is the same, and it becomes a partnership relationship." ”
In the live broadcast, Dong Yuhui mentioned, "* Give, just be enough." Yu Minhong said that he would set up an independent studio for Dong Yuhui, and in the future, he would make cultural introductions related to cultural tourism and going abroad.
The most important thing is that Dong Yuhui's identity has been directly promoted from "anchor with goods" to "senior partner of Oriental Selection". A few days ago, Dongfang Selection issued a notice on its official Douyin account saying that after the decision of the board of directors of Dongfang Selection, Chairman Yu Minhong concurrently served as the CEO of Dongfang Selection, and was dismissed: Sun Dongxu's position as executive director and CEO of Dongfang Selection, effective immediately. During the selection of several core figures in the East, the familiar Luo Yonghao also seemed to be back, and he appeared in people's field of vision very actively, "sparing no effort" to "cry out for grievances" for Dong Yuhui, and was even willing to take Dong Yuhui to start a business in the field of live broadcasting, and introduced investment institutions to contact him. However, with Dong Yuhui's promotion, he became Yu Minhong's "new partner in China". In the field of live streaming, the workplace drama that the whole network has paid attention to, has finally come to an end temporarily.
From "anchor with goods" to "senior partner of Oriental Selection", we review how the Dong Yuhui incident has developed so far. On December 5th, Dongfang Selection released Dong Yuhui** to warm up for the live broadcast of the trip to Jilin, and on December 11th, Dongfang Selection commented that Dong Yuhui's copywriting was created by teamwork, and fans thought that Dong Yuhui's credit was robbed. On the evening of December 12, Yu Minhong, the founder of New Oriental, and Sun Dongxu, CEO of Oriental Selection, both responded to this live broadcast incident. Sun Dongxu said in the live broadcast: "Dong Yuhui's suspension of broadcasting is improper, the company recognizes Dong Yuhui's contribution, and his annual salary is more than tens of millions. But on the evening of December 12, at the beginning of the live broadcast, Sun Dongxu threw his mobile phone on the table casually, making a "pop" sound, and the scene of dropping the mobile phone quickly aroused heated discussions among netizens. This is considered by the outside world to be an inevitable microcosm of the contradiction between Dongfang Selection CEO Sun Dongxu and anchor Dong Yuhui. Although, Sun Dongxu also issued an apology afterwards. Dong Yuhui replied on December 13 that the "small essays" were written by himself and the team, and declared that he opposed the culture of the fan circle and refused to stigmatize anyone in the name of the fan circle. And Dong Yuhui's social ** homepage signature has also been changed from "used to be a teacher, now a salesperson" to "don't will, don't be, don't be solid, don't me", and its IP address shows that it is currently in Shaanxi Province.
By December 14, Dong Yuhui's "small composition" incident continued to ferment, and Dong Yuhui will stop broadcasting in the near future. And the incident has evolved, and it has been exclusively learned from the ** whip bull that a chat record leaked from inside shows that Yu Minhong is currently facing the situation of choosing between protecting CEO Sun Dongxu or anchor Dong Yuhui.
Judging from the screenshots of the internal voice-to-text transcript, the contradiction between Sun Dongxu, CEO of Dongfang Selection, and Dong Yuhui, the anchor, is inevitable. The contradiction between the new and the old, and the coordination problem between management and IP, have been magnified into the spotlight. On the morning of December 16, the board of directors of Oriental Selection announced the removal of CEO Sun Dongxu, and Yu Minhong concurrently served as CEO. Immediately after that, in the live broadcast room in the evening, at seven o'clock in the evening, Yu Minhong said that Sun Dongxu had a major mistake in management: "In the future, Dong Yuhui will definitely have the right to speak in the development decision of Oriental Selection." This seems to mean that an incident about Dong and Sun's choice of one or the other has come to an end, and the dust has settled.
After a series of twists and turns, most people may not have thought that when Sun Dongxu was out, Dong Yuhui was actually promoted to the senior partner of Dongfang Selection!One up and one down, the contrast is so stark. On December 18, Yu Minhong announced on Douyin that Dong Yuhui was appointed as the cultural assistant to the chairman of New Oriental Education and Technology Group, and concurrently served as the vice president of New Oriental Cultural Tourism Group, and at the same time appointed Dong Yuhui as a senior partner, and Dong Yuhui Studio will be established. Unlike Luo Yonghao, Li Jiaqi, Brother Xiao Yang, etc., Dong Yuhui was born in an ordinary family, and became popular overnight after becoming an anchor, becoming a "national son-in-law" and a "senior Internet celebrity" among migrant workers. From this incident, it can be seen that what Dong Yuhui expressed to the outside world is: he chooses to believe in the "big patriarch" and believes that "the one who is a confidant dies". And his personal inspirational experience and not outstanding appearance have also become the white moonlight in the hearts of most ordinary people.
It can even be said that after just a few days of excitement, everyone slowly discovered that the soul of Dongfang Selection is no longer Yu Minhong, but Dong Yuhui. In fact, Dongfang Selection did not have the status of a senior partner before. The financial report for the first half of 2023 released by Oriental Selection disclosed the shares held by several major directors of Oriental Selection and their proportions. Therefore, some industry analysts said that the position of senior partner is likely to be set up because of people, which is a bit of a moral for being promoted from Bi Ma Wen to Monkey King. However, it is indeed a big positive for the capital market. The news of this promotion stimulated the capital market, and the share price of Oriental Selection Hong Kong stocks soared on December 19, and the market value once soared. 
According to the financial report of Dongfang Selection, Tianyancha data shows that at present, Dongfang Selection has not had any updates in equity, and only the information that Dong Yuhui has been registered as a trademark has been updated frequently. It is reported that the latest two announcements of Oriental Selection on the Hong Kong Stock Exchange are as follows, showing that the board of directors has resolved on December 16 to remove Sun Dongxu as chief executive officer and remove him as executive director of the company, effective immediately. 
It is worth mentioning that Oriental Selection, which is on the cusp of the storm, has seen a surge in performance during the controversy, and its self-operated products have performed outstandingly. Titanium **APP learned that third-party data showed that on December 14, Dongfang selected the Douyin store that sold its own products, with daily sales of more than 62 million yuan, setting a record for the highest sales of Dongfang Selection's self-operated products in the past two years. The sales volume of omni-channel self-operated products exceeded 70 million yuan. The live broadcast sales of the Douyin channel in the past 15 days also show that the live broadcast sales of Dongfang Selection on December 14 exceeded the highest peak during the Jilin special session from December 8 to 10. The recent outbreak of ** has exposed the conflict between the two models of Dongfang Selection in the Internet celebrity model and the product route. Judging from the data results, the core business of Dongfang Selection's self-operated products has shown strong risk resistance and moat. This also shows that in addition to feeling a good shopping atmosphere in the live broadcast room, consumers are more willing to pay for cost-effective and high-quality products. Sticking to the product route is undoubtedly the best choice for Dongfang Selection to respond to doubts. As some netizens said, no matter how the war of words goes, it will lead the brand to come up with more preferential efforts to thank consumers, which is a good thing for the majority of netizens. In the first half of fiscal year 2023, self-operated products contributed nearly half of Dongfang Selection's revenue. Up to now, Dongfang Selection has created 200 self-operated products. Approaching Sam is the main direction of Oriental Selection, and its own app has launched a "selection member", priced at 199 yuan a year, including a number of rights and interests such as 88% off 100 self-operated products, and the intention is to leave the repurchase in the Oriental Selection app. At the same time, it can be seen that organizational rationalization is also the main issue of Dongfang Selection in 2023, rather than obsessing with short-term high growth. Cathay pointed out that driven by centralized traffic channels, Dongfang Selection has been able to enjoy the rapid growth of dividends on the one hand, and on the other hand, the disjointed strategic play and the pressure of organizational potential energy are often ignored by the market, which is not only reflected in the competition for external traffic pricing power, but also has an impact on the internal equity distribution mechanism, which is the key to the long-term operation of the enterprise. On the other hand, the equity incentive in April 2023 not only appeases the core members of high-intensity live broadcasting, but also provides support for re-rationalizing the mechanism and improving the potential energy of the organization.
In addition, some institutions pointed out that Oriental Selection has transformed from the MCN model to the retail model, and is still dominated by the MCN model at this stage, and the influence and appeal of the head anchor and personal IP value still occupy a dominant influence. At the same time, cultural tourism products, as the main layout of the group in the early stage, undertook the function of developing content supply differentiation and SKU broadening, which is an important growth point in the later stage.
In Dong Yuhui's latest appointment information, in addition to the senior partner, Yu Minhong also appointed Dong Yuhui as the cultural assistant to the chairman of New Oriental Education and Technology Group and the vice president of New Oriental Cultural Tourism Group.
At this point, whether Dong Yuhui personally wants it or not, he will leave a mark on China's business history as the strongest worker to "bring down" the CEO.
This article was first published by Liu Dafang and edited by Fang Yu).