Dong Yuhui's "small composition" incident continues to ferment. Today, Yu Minhong came forward to respond, saying that he did not understand the culture of the fan circle, and called on netizens to be tolerant of Dongfang Selection, rationally follow their favorite live broadcasts, and said that he would try his best to treat every member of the company fairly. On the same day, Dongfang Selection also publicly stated to ** that Dong Yuhui is still working for Dongfang Selection, but it will not be broadcast in the near future. At present, the company's staff is investigating, and follow-up information will be announced through the official. As of press time, only Dongfang Selection-related Weibo and Douyin hot searches have more than 6, and the traffic in the same day is almost at its peak. 
The popularity of Dong Yuhui's incident was not only reflected in the secondary market, but also caused the share price of Dongfang Selection to plummet by 713%, and also made the competitor "Gaotu Jiapin" popular in one fell swoop, making its sales soar from tens of thousands to millions. And this increasingly fierce turmoil has made the originally deserted "Double 12" unexpectedly lively. Oriental Selection" was used as a gunman
The cause of the incident stems from who led the series of ** small essays in the Oriental Selection "Trip to Jilin". Dongfang Selection responded in the comment area that the copywriting was created by the team, and with the full cooperation of colleagues, there are now small essays. As soon as this remark came out, it caused many controversies. Netizens who like Dong Yuhui think that they have taken the lead and robbed Dong Yuhui of the credit, and the two sides took the lead in arguing. Subsequently, Sun Dongxu, CEO of Dongfang Selection, responded, saying that the small essay was co-created by Dong Yuhui and the team, accusing some netizens of being too extreme in their remarks and behaviors. It was this reply that not only did not stop the turmoil, but intensified the dissatisfaction of netizens. In order to soothe the emotions of fans and ease the conflict, Dong Yuhui jokingly said during a live broadcast that Dongfang Selection's reply in the comment area had been reported to Yu Minhong, and Yu asked the two to communicate on their own, and after drinking a few bottles of wine, it had been resolved. The event that was supposed to end here has made a ripple again. Dongfang Selection continued to reply in the comment area, saying that he was very aggrieved and did not have a "Hu reply" at all, and once again emphasized that many small essays were created independently by the copywriting team. 
Since then, the incident has been completely ignited. The controversy began with the copywriting of No. 5 warm-up ** and continues to this day. In fact, the focus of this debate is no longer who writes the copy, butDongfang Selection is "de-Dong Yuhui", trying to gradually transform the value of the anchor's personal IP into the value of brand IP. But at the moment, it seems a bit premature. Compared with CEO Guan Qian, who was dismissed by Simba's team some time ago, Dong Yuhui is a grassroots employee who grows together with the company. Guan Qian was forced to leave due to the exclusion and dissatisfaction of the apprentices of Simba's team. In essence, it is a contradiction between Internet celebrities and professional managers who are from the grassroots but achieve the main income generation for the company, but the advantage is that the company's image itself is built by the Simba family, and the corporate brand is directly bound to the personal brand value, and the event itself is not harmful to the company's image. The New Oriental, which is backed by Oriental Selection, is a serious listed group, which is relatively more mature in terms of system and management, and attaches more importance to the brand value accumulated by the company for more than ten years. As far as Dong Yuhui, who has become the company's main income generator overnight, the greater the value of personal IP, the more likely it is that the merit will outweigh the main and cover up the company's own brand value. The final result, such as Li Jiaqi, directly becomes the management;Either like Li Ziqi and Wei Nian, they will eventually fall apart. Oriental Selection's Flow,The high-tech products can't catch it yet
In essence, this "small composition" incident is not a simple conflict between the fan circle culture and the enterprise, but a question of how the enterprise IP should cross the cycle in the era of increasingly fierce involution. Among the netizens who pay attention to Dongfang Selection, there are many netizens who love Dong Yuhui, and it can even be said that the people who pay attention to Dongfang Selection for Dong Yuhui account for the majority. They will place orders and shop in the live broadcast room because of Dong Yuhui's personality charm. This part of the consumer group is also the core group of today's live broadcast room, and the consumption behavior led by them is called "emotional consumption". "Emotional consumption" has become the traffic password in the live broadcast room, and it has brought fire to the new form of "story live broadcast". Different people flock to the live broadcast room, no longer just for the low price and product functionality. They also want to have fun and learn from the live broadcast room. Dongfang Selection, represented by Dong Yuhui, also began to be concerned in this context and gained huge traffic. After the explosion of Dong Yuhui's effect, Dongfang Selection also undertook the traffic of this "splashing sky" very well, increased the construction of self-operated products, and grilled sausages and Arctic sweet shrimp became popular products in the live broadcast room. Subsequently, it has accelerated the layout from the aspects of business and logistics. At the same time, in August this year, Oriental Selection launched its first live broadcast in **, and launched an independent APP to launch cultural tourism products. Behind this series of moves, it is obviously the way of a mature listed company: to become an e-commerce institution with a complete industrial chain, and to take a completely different path from other MCN institutions. 
In this process, the strategic focus of Dongfang Selection has slowly changed from the anchor side to the product side, and the product advantages created by itself have become the core advantages that it attaches more importance to, and it also confirms the core brand power that a listed company understands. After all, the word "selection" can already reveal its ambitions. Therefore, Dongfang Selection has begun the layout of "de-Dong Yuhui". For example, the label of "Yuhui pushes" was removed from the book number selected in Dongfang, and the "square-faced teacher" Dong Yuhui was not seen on the packaging of the self-operated brand steak. But a series of actions have caused dissatisfaction among netizens who love Dong Yuhui. This "small composition" incident has further aggravated the contradictions between the two sides. It can be said that at this stage, it is still difficult for Dongfang Selection to get rid of the blessing of the anchor's personal IP symbol. Dongfang Selection, which is coerced by traffic, obviously needs time, and Gaotu Jiapin, which was suddenly smashed by "pouring wealth and wealth", may not become the next "traffic darling".