After the "small composition" incident, Dong Yuhui was promoted within one day.
On the afternoon of December 18, Yu Minhong, the founder of New Oriental, said through a personnel appointment and dismissal notice on social platforms that Dong Yuhui has been appointed as the cultural assistant to the chairman of New Oriental Education and Technology Group and the vice president of New Oriental Cultural Tourism Group.
In the early morning of the 18th, in the live broadcast trailer released by Dongfang Selection through the official Weibo, Dong Yuhui had just changed from "Dongfang Selection Anchor" to "Dongfang Selection Senior Partner".
Affected by the "good news of Dong Yuhui", the share price of Dongfang Selection has also experienced a weekly decline of nearly 22% and a weekly market value of more than HK $7.5 billion, ushering in growth. As of December 18**, the share price of Oriental Selection closed at HK$32 shares, an increase of 219%, and the market value also returned to the HK$30 billion mark.
Correspondingly, Sun Dongxu, the former CEO of Dongfang Selection, was dismissed, and Yu Minhong personally served as CEO.
In the live broadcast on December 18, Yu Minhong revealed that he would set up an independent studio for Dong Yuhui, and the income would be included in Dongfang Selection.
Dong Yuhui, who seems to save Dongfang Selection with "his own strength", has also become a "contrarian" existence in the live broadcast industry.
When the competition between platforms, merchants and top anchors is becoming increasingly fierce, and top anchors have encountered active or passive "downgrades" and faded their halos, Dong Yuhui is rising against the trend and winning rocket-like promotions and rewards.
But the problem has not been solved, how Dong Yuhui's influence brings benefits to Dongfang Selection, and how to avoid backlash against Dongfang Selection, still tests Yu Minhong and Dong Yuhui, and even the management model of the entire New Oriental.
The worker helped Dong Yuhui to overturn the CEO, which seemed to be a cool article on the Internet, but in fact, it was a new problem for Dong Yuhui, who was promoted to the top of the company.
The "small composition" turmoil made Dong Yuhui's situation and value the focus of attention on the whole network.
According to incomplete statistics from "Phoenix Weekly Finance", after the "small composition" incident was pushed to a climax after fermentation, the companies that were rumored to be digging Dong Yuhui or expecting Dong Yuhui to join were Gaotu, Jingdong, Netease Youdao, Three Sheep Group, as well as the Douyin account "Shaanxi Cultural Tourism" and CCTV's e-commerce platform "CCTV Net Selection".
jumped out to instigate Dong Yuhui to leave Dongfang Selection, as well as Internet Vs. Luo Yonghao once said that if Dong Yuhui starts a business, he will support him.
Dong Yuhui himself also talked about it in the live broadcast of "merging" with Yu Minhong on the 16th, "In the past few days, ** has been blown up, and I have received olive branches from many companies and investors, but all of them have refused." I was a little cowardly and timid by nature, and I was afraid of the turbulent ** from the outside world, so I didn't respond, and I was afraid of misleading the outside world. ”
Although some of the companies mentioned above have been explicitly replied as rumors, others have not been identified but have a clear opinion. But whether it is true or not, it is enough to show Dong Yuhui's personal influence and value. On the other hand, it also once again confirms the importance of top anchors to e-commerce platforms or companies.
Zhang Xiaorong, president of the Deep Science and Technology Research Institute, told Phoenix Weekly Finance that slow growth and stock competition are a status quo in the current development of e-commerce. And "Dong Yuhui" has a star effect, with its own traffic, and the platform throws olive branches to scramble for it, mainly to obtain more user traffic.
According to the observation of "Phoenix Weekly Finance", affected by the "small composition" turmoil, as of 10:35 on December 18, Dong Yuhui's personal Douyin account has reached 213310 thousand. And this figure was 1696 at 10:30 on December 1660,000, with a two-day increase of nearly 4.4 million followers.
In stark contrast, Dongfang Selection fans were divided into 28.85 million at 10:35 on December 18, while before the "Little Composition" turmoil, its fans had exceeded 31 million, and its fans had lost more than 2 million.
This has also become an important reason why Yu Minhong dismissed Sun Dongxu and promoted Dong Yuhui within one day.
Judging from the influence and data of the first live broadcast of Dong Yuhui's return on the evening of the 18th, this appointment is undoubtedly correct.
On the evening of the 18th, the screenshot of the first live broadcast of Dong Yuhui's return The data shows that at 8:55 that night, the number of people in the Dongfang Selection live broadcast room at the same time was as high as 3.8 million, and it once caused the live broadcast room to freeze.
About an hour and a half into the live broadcast, the number of fans of Dongfang Selection returned to 30 million. As of press time, the number of fans in the live broadcast room has exceeded 31 million, almost matching the number of fans before the turmoil, and it continues to grow.
From a teacher to an anchor, this is Dong Yuhui's biggest identity feature compared with other top anchors. From an educational institution to a live broadcast e-commerce platform, it is also the biggest difference between Dongfang Selection and other live broadcast institutions.
Pan Jun, director of commodity strategy consulting at a world-renowned consulting company, analyzed to Phoenix Weekly Finance that the strategic positioning problem of Oriental Selection, that is, the use of traditional strategic positioning systems to manage similar Internet MCN institutions, will sooner or later arise. In addition, the management and supervision of anchors should be strengthened to ensure that their behavior is in line with the company's values and norms.
From how to deal with the relationship between management and famous teachers during the teaching period, to how to deal with the relationship between management and anchors during the live broadcast period, it seems to have always been a difficult problem for New Oriental.
New Oriental, which made a fortune by helping Chinese candidates overcome TOEFL and IELTS, has seen the emergence of many well-known teachers, and every well-known New Oriental teacher has his own set of teaching methods**, so there are many students to follow.
This point is vividly reflected in Luo Yonghao's experience.
Luo Yonghao responded to the screenshot of the live broadcast of "Why do you hold on to the selection of the East" As the first generation of Internet celebrities, Luo Yonghao's initial opportunity to become popular was because when he was in class at New Oriental, his witty teaching methods were recorded by students who loved him, and with the spread of "Lao Luo's quotations", Luo Yonghao also went out of the circle.
With the expansion of New Oriental's influence, in many exams such as TOEFL, IELTS, and postgraduate entrance examinations, New Oriental famous teachers who have come out of the circle with their unique teaching methods have emerged in an endless stream.
In today's terms, the original students are fans, and the support for famous teachers is also similar to the fan circle culture.
However, there is a difference between the goal of a famous teacher and the goal of an enterprise.
Previously, Tang Jing and Li Xu, famous teachers who taught postgraduate courses at New Oriental, left their jobs and changed jobs, which attracted the attention of the outside world to the development direction of New Oriental. According to industry insiders, this is related to the shift of the development focus of New Oriental's ** education from university ** education to K12.
However, the particularity of educational institutions makes the departure of famous teachers, which will greatly damage the brand image of educational institutions. Because, even if you don't consider the fans of students on the Internet to famous teachers, the departure of famous teachers will affect the continuity of students' learning, and then affect the teaching performance.
On December 17, Yu Minhong once again expressed his views on the incident at the 4th China Vocational Education Development Forum, and seemed to have realized the existence of a stubborn disease.
When relying on employees with great ability to build a business model and grow, the boss is working for the employees. ”
Yu Minhong said, "It is because the thinking of the management team has not been reversed, and it is the traditional thinking to manage these excellent employees." Friendship can last for a while, but it can't be maintained for a long time. This also leads to the inadaptability of the traditional management model, which will inevitably lead to changes and changes. ”
Top anchors have always been indispensable to the platform.
Haitong** data shows that in March this year, the average number of Dong Yuhui's live broadcast days was 9.5 million, with a gain of 316%, the average GMV is 17.45 million, and the gain is 358%。
According to the financial report of Oriental Selection, in fiscal year 2023 (June 2022-May 2023), Oriental Selection's net revenue was 4.5 billion yuan, an increase of 651% year-on-year. Among them, the revenue of self-operated products and live broadcast e-commerce business was 3.9 billion yuan, accounting for nearly ninety percent, and the annual GMV of goods reached 10 billion yuan.
At the same time, Dongfang Selection successfully turned losses into profits, and its net profit rose from a net loss of 71 million yuan in the previous fiscal year to 9700 million yuan.
From obscurity to turning around losses, this has a lot to do with Dong Yuhui's efforts.
However, "water can carry a boat, but it can also capsize a boat", the direct cause of this "small composition" turmoil may be that Dongfang Selection has realized that over-reliance on top anchors will only increase the risk of its existence. The improper operation in the process of "de-Dong Yuhui" is one of the main reasons for the intensification of the incident.
The over-reliance of platforms or companies on top anchors has become a dilemma for e-commerce live broadcasts. At the same time, reducing dependence on top anchors has also become an industry consensus.
As early as 2021, Huang He, the founder of "Make a Friend", mentioned that "Make a Friend" has been trying to get rid of its dependence on Luo Yonghao. It was not until May 2022 that Luo Yonghao officially withdrew from the management of "Make a Friend".
It is worth mentioning that when the parent company Xingkong Yewang failed to go public through a backdoor listing before, some investment bankers analyzed that this has a lot to do with the over-reliance on Luo Yonghao's personal influence, which will lead to uncertainty in the company's future income.
is also "de-top-anchoring" and Li Jiaqi's beautiful wrist.
Since the "Double 11" in 2022, the beautiful wrist has not only created "all girls" and "all girls' wardrobes" one after another, but Li Jiaqi will also give more time to help broadcasters in his personal live broadcast room.
It's just that judging from the current results, there is still a long way to go for the beautiful wrist to "go to Li Jiaqi".
A netizen who has been following Li Jiaqi's live broadcast room for a long time told "Phoenix Weekly Finance" that when Li Jiaqi broadcast live, the cumulative number of people in the live broadcast room exceeded 10 million, even if it was a non-** period, it was also a few million. But when it's the assistant broadcaster's turn, the number of people will plummet.
Tang Shuyuan, chief researcher of the Comprehension Times Digital Research Institute, analyzed that from the perspective of the long-term development and management of e-commerce platforms, it is necessary to reduce the dependence on top anchors and develop a diversified anchor team and marketing strategies. "However, the current relationship between e-commerce platforms and anchors should be redefined, not simply 'choosing one of the two', and how to develop together is the long-term way to solve the problem. ”
Zhang Xiaorong also said that over-reliance on a single top anchor may lead to the risk of the platform being concentrated in a certain anchor, and once there is a problem, it may have a greater impact on the platform. "But 'removing top anchors' should be understood as 'multiple high-quality anchors', not 'removing top anchors'. ”
Now, Dong Yuhui has been promoted in one day, not only to meet the wishes of the "mother-in-law", reflecting the importance that Dongfang Selection attaches to Dong Yuhui, but also to reduce the backlash of fanatical fans against Dongfang Selection as much as possible.
Take the management route, set up an independent studio, open up a separate account and live broadcast room, and at the same time the income will be included in Dongfang Selection to ensure the ...... interests of Dongfang Selection shareholdersYu Minhong mentioned, "If Yuhui leaves Dongfang Selection, the ownership of the account will belong to him." ”
On the one hand, the relationship between Dongfang Selection and Dong Yuhui's studio has changed from the original direct affiliation to the relationship of "financial investor", Dong Yuhui opened a live broadcast alone, and Dongfang Selection only obtains financial benefits, rather than direct management, so that Dong Yuhui's fan base is appropriately distanced from Dongfang Selection, and at the same time, it does not affect the fans' pursuit of Dong Yuhui.
On the other hand, as the management of New Oriental, Dong Yuhui occasionally returns to Dongfang Selection's account to make an appearance, not only gathering popularity for Dongfang Selection, but also trying to cultivate a new fan base for Dongfang Selection and clarify the anchor matrix of Dongfang Selection.
To sum up, Dong Yuhui's existing fans, Dong Yuhui is responsible for managing them himself, and the "mothers-in-law" don't do anything in Dongfang Selection, whether they are popular or jumping. At the same time, "Vice President Dong" needs to take on the task of continuing to attract fans to Dongfang Selection.
From this point of view, the beating workers helping Dong Yuhui overthrow the CEO is not the final end of this incident.
Behind Dong Yuhui's rocket-like rise, new problems are also surging like a tide.