On the evening of December 30, Dong Yuhui announced in the circle of friends that the new account, which is 100% controlled by Dongfang Selection, will be broadcast on January 9, 2024.
The new account has nearly 3 million followers in 6 days
On December 26th, Dong Yuhui's new Douyin account "Walking with Hui" was officially opened, which has been officially certified by the platform, and the enterprise is certified as Walking with Hui (Beijing) Technology*** As of the 31st, the account shows that it has nearly 3 million fans, and only 2 ** have been released.
Walking with Hui **Screenshot.
Previously, the IP address of the account was displayed as Hebei, and some netizens questioned the authenticity of the account. As if in response to the doubts of netizens, the account's bio reads "This is true, walk with Hui @Dong Yuhui". Currently, the IP address of the account is displayed as "Beijing".
In addition, Dong Yuhui also commented on his personal Douyin account that night @与辉 and left a message: New departure.
The legal representative of the holding company is Sun Dongxu
According to the investigation, with Hui (Beijing) Technology was established, with a registered capital of 10 million yuan, Dong Yuhui is the legal representative, executive director, manager, Yu Minhong as a supervisor, the company's business scope includes daily necessities wholesale, Internet information services, publication retail, performance brokerage, commercial performances, tourism business, etc., byBeijing New Oriental Xuncheng Network Technology Co., Ltd. is 100% shareholding
It is worth mentioning that the company's registered address is in the same building as Oriental Selection's affiliated company, Oriental Optimal (Beijing) Technology***. Previously,Yu Minhong said that Dong Yuhui will set up a personal studio, and the income generated by the studio will be included in Dongfang Selection.
Screenshot of the Daily Economic News**.
It can be seen from the equity penetration that Youhui Peer (Beijing) Technology is a wholly-owned subsidiary of Beijing New Oriental Xuncheng Network Technology. WhileSun Dongxu serves as the legal representative, director and manager of Beijing New Oriental Xuncheng Network Technology.
Dong Yuhui: In the future, if Dongfang Selection can sell, I can also sell
Dong Yuhui said in a live broadcast a few days ago that independent studios will still insist on selling a large number of agricultural products in the future, "Mr. Yu talked to meIn the future, if Dongfang Selection can sell it, I can also sell it. The items can coincide exactly, or they can alternate with each other. Everything is being tried
Dong Yuhui said that in New Oriental for so many years, his experience is that in any enterprise, there are good managers, but more important than good managers are good service providers.
The enlightenment of the "Dong Yuhui phenomenon".
The "small composition" incident of Oriental Selection can be regarded as a temporary end - Sun Dongxu, the former CEO of Oriental Selection, was dismissed, and Dong Yuhui was appointed as a senior partner, cultural assistant to the chairman of New Oriental Education and Technology Group, and vice president of New Oriental Cultural Tourism Group.
Looking back, the "Dong Yuhui phenomenon" formed in the past year and a half is completely worthy of being written into the case of the business school.
First, is it accidental or inevitable that Dong Yuhui has become a top-notch anchor?
As the 21st Century Business Herald reporter wrote, Dong Yuhui's characteristics "are that he has a poetic and bookish temperament, his ability to tell a wonderful story, and he is so sincere that his aunts can't help but treat him as a son-in-law" - this can be regarded as a clear stream among the millions of anchors.
In June 2022, Dong Yuhui suddenly became popular, but before that, Dong Yuhui and the Dongfang selection team experienced half a year of suffering, and the number of ** people in the live broadcast room was often only in single digits. Maybe there are still many "little Dong Yuhui" in other places that are still buried and have not been discovered.
There is no need to seek necessity from chance. It is especially worth mentioning that the emotions of fans in the live broadcast industry are often unreasonable (true), and if they are analyzed with rigorous rationality and logic (as they should be), they may have to hit a wall.
This is one of the charms of full market competition.
Second, can Dong Yuhui replicate it?
Following in the footsteps of New Oriental, Gaotu and Xueersi are both doing live broadcasts to bring goods, although the number of fans suddenly increased a few days ago, they did not copy the second Dong Yuhui.
Dongfang Selection is aware of the potential risks of over-reliance on Dong Yuhui, and also wants to focus on cultivating new star anchors, but according to senior practitioners in the live broadcast industry, a year and a half later, the company's other anchors are not at the same order of magnitude as Dong Yuhui.
We may have forgotten how Li Jiaqi became popular, a few years have passed, it is even more difficult to replicate the second Li Jiaqi, especially at the moment when various platforms are supporting waist traffic, it is even more difficult for the head anchor to stand out;The same senior practitioner in the live broadcast industry said that it is even easier to copy Li Jiaqi than to copy Dong Yuhui.
From the perspective of probability theory, Dong Yuhui personally achieved success with a very small probability, so some employees, including Dongfang Selection, were somewhat unconvinced;In a fully competitive market-oriented environment, it has never been egalitarianism, not to mention that the live broadcast industry is running with 10% eating 90% of the share, which is really cruel.
Third, how to balance the company's long-term strategy and short-term tactics?
After New Oriental transformed from education and training to live broadcast sales, Yu Minhong's thinking was that Oriental Selection should take the product route, not the Internet celebrity route.
The "small composition" incident disrupted Yu Minhong's deployment. This once again shows that it is difficult for the company's development path to follow the script in strict accordance with the script.
Here's an example. If Yu Minhong's long-term strategy is to make Dongfang Selection a vertical e-commerce company (mainly selling agricultural products and cultural tourism products), rather than a simple live streaming company, this is the vision;But at present, Yu Minhong must face the fact that in the perception of the public, especially the majority of fans, Dongfang Selection is still an MCN institution, to put it bluntly, live broadcast sales are the main business of Dongfang Selection, a listed company.
The balance between strategy and tactics comes at a cost. For example, the flight of a large number of fans, the sharp increase in stock price and market value, the removal of CEOs, etc.
Objectively speaking, Yu Minhong's handling was wise. However, the challenge of the fan economy or the Internet celebrity economy to the long-term strategy of Dongfang Selection still exists. It is foreseeable that similar problems will also plague other entrepreneurs.
Fourth, after the transformation of traditional enterprises into emerging companies, the boundaries of governance are in the first place
New Oriental is a traditional education and training institution, and Oriental Selection is an emerging live broadcast e-commerce company. The success of Dongfang's selection has a lot of luck and accident, and to this day, some employees, including the management of New Oriental, still have unclear and even emotional cognition of live broadcast e-commerce and the value of Dong Yuhui's star anchors.
In response to the "small composition" incident, Yu Minhong's reflection is relatively profound.
Yu Minhong thinksThe reason for the selection of this incident is that the thinking of the management team has not been reversed, and the traditional thinking is used to manage excellent employees, and the friendship can be maintained for a period of time, which ultimately causes the traditional management model to be unadaptable, which will inevitably cause changes and changes.
With the development of modern society, the boss must be willing to work for the employees, and the direction is the same, which becomes a partnership relationship. If the employee has the ability and he has his own direction, and you don't want it to be this direction, then break up well. ”
We're all going to go through the storm, but it's hard to get through it all the time. In this era of drastic change, governing a company with a rigid mindset may be caught off guard and standing on the edge of a cliff. Enterprise innovation is not only the innovation of technology, but also the innovation of management and culture. Core talents, like core technologies, have always been crucial competitiveness.
*: 21st Century Business Herald (Author: Kong Haili Editor: Zhang Weixian), Douyin account with Hui, Qichacha, public information, etc.
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Editor: Jiang Peipei, intern: Tan Yahan.
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