Finance Associated Press|New consumption**December 13th (researcher Liang Youyun),In the past two days, Dong Yuhui's small essay incident has captured Douyin's hot search many times, triggering a war of words between Dong Yuhui's fans and Dongfang Selection. Not only that, but it also affected the stock price of Dongfang Selection.
During the period, Sun Dongxu, CEO of Dongfang Selection, repeatedly refuted rumors and explained in the live broadcast room and ** content. In the early morning of December 13, Dong Yuhui posted on his Douyin account**, once again detailing the division of labor in the process of copywriting for himself and his team.
But that still hasn't saved Dongfang Selection's share price.
At the opening of trading on December 13, the share price of Oriental Selection Hong Kong stocks fell rapidly, and as of the same day, the share price of Oriental Selection closed at 1296%。*After the fermentation of the incident, the stock price of Oriental Selection has accumulated **19% in 3 trading days.
During the fermentation of the ** incident on December 10 and 13, the Douyin account of Dongfang Selection lost more than 120,000 followers. As of press time, on the 13th alone, the Dongfang Selection account lost nearly 50,000 fans, and the total number of fans of the account is currently about 31.04 million.
Yu Minhong, founder of New Oriental, responded to the "small composition" incident on December 12, saying that there is no problem for netizens to express their opinions, but I hope everyone can express their views in a rational way and attitude.
Judging from the source of the incident, this is another dispute caused by Dongfang Selection's attempt to "de-Dong Yuhui". After two fermentations and twists and turns, Dongfang Selection, Dong Yuhui, and fans seem to have fallen into a new dilemma of distrust. How to reduce the dependence on Dong Yuhui's personal IP and tap more "pillars" has become a difficult problem in front of Yu Minhong and Dongfang's selection management team.
The internal struggle of the team led to a "small composition" incident
At the beginning of December, Dongfang Selection officially announced that it would launch a new special session for bringing goods in Jilin Province, followed by the intensive promotional materials of many accounts of Dongfang Selection.
On December 6th, the official account of Dongfang Selection launched a ** content recited by Dong Yuhui, maintaining the consistent wonderful writing level of Dongfang Selection. However, in the comment of this **, the official account of Dongfang Selection was more unusually pinned to the top of a comment explaining "who is the copywriter".
In the more than a year since the live broadcast of Dongfang Selection became popular, many viewers have chosen to support him and buy his goods by taking Dong Yuhui, who has excellent export chapters and writing skills, and also choose to believe and support Dongfang Selection behind Dong Yuhui. However, under the publicity copy of Jilin, the tendency of Dongfang Selection and Operation to take the initiative to "grab credit" has attracted the dissatisfaction of many fans, who have questioned whether Dong Yuhui has been excluded and suppressed within the company.
Some fans commented under the **: "In the live broadcast, Dong Yuhui also said that every small composition in the special session is written by the team first, revised or re-written by himself. But Dongfang Selection uses Dong Yuhui as a signboard to promote small essays everywhere, and now the team behind it jumps out to deny it, isn't this a stab in the back?”
Emotional fans found Dongfang Selection's customer service to question, but the reply they got was "The small composition is from Dong Yuhui's hand". The account operator believes that "the customer service may not know the details", and has repeatedly replied to emphasize the credit of the copywriting team.
The chaotic caliber within Dongfang Selection made the emotions of fans even more excited, and it quickly evolved into distrust and verbal attacks on Dongfang Selection. The "Little Composition" incident ushered in the first fermentation.
On December 8th and 9th, Sun Dongxu, CEO of Oriental Selection, successively refuted the rumors in the live broadcast room and the first content, making it clear that Dong Yuhui participated in copywriting, and the company's success is inseparable from Dong Yuhui's outstanding contributions. But Sun Dongxu also emphasized that there is a clear division of labor within the company, "It is not recommended to kill and trample".
Specifically, due to the huge amount of work involved in many live broadcasts this year, Dong Yuhui does have the ability to write wonderful copywriting, but it is impossible to ask the anchor to take on the pressure of copywriting while completing other work. The partners of the copywriting team can also produce excellent content, and then hand it over to the anchor to interpret in front of the stage. Sun Dongxu hopes that netizens can understand this creative model and see the credit of the team and the anchor.
In another live broadcast on the same day, Dong Yuhui himself also briefly responded to the behavior of "inviting credit" for operation, thinking that it was a "Hu reply" who thought he knew a lot about business. Dong Yuhui used the entertainment of the team's offline snowball fights to show that the negative emotions within the team have been resolved and they are still united and friendly.
However, Dongfang Selection Operation was not convinced, and on December 10, he left a message to netizens again: ".was already aggrieved, but this time the comment area was smoky and couldn't bear it!Yuhui said in front of the camera last night, 'He claims to know the business very well', 'Hu replied'. It's one thing to work happily with the anchor, but there's no 'Hu reply'. ”Subsequently, several original copywriting processes were listed, both independently created by the team and co-created by anchors.
The positive anger of the operation directly led to Dong Yuhui's temporary cancellation of the live broadcast on the afternoon of December 10, which also ushered in the second fermentation of the "small composition" incident.
The "fan circle" culture is troublesome, or is it eager to "go to Dong Yuhui"?
Dong Yuhui's fans were completely ignited for their grievances, and angry fans once poured into the live broadcast room of Gaotu Jiapin, which has a similar style of bringing goods, intending to vent their dissatisfaction by supporting competitors and reducing the influence of Dongfang Selection account.
The final live broadcast revenue shows that from December 8th to 10th, the Dongfang Selection Winter Jilin Special Session was completed smoothly in the "Small Composition" turmoil. According to the data of Oriental Selection,More than 1.1 million orders of local local specialties were sold in Jilin, and the sales of Dongfang Selection's self-operated products exceeded 1 on the 3rd5.5 billion yuan, breaking the record again.
Dongfang Selection has achieved good results, but Dong Yuhui's unexpected suspension of the broadcast has made fans who regard Dong as a "family member" and call themselves "mother-in-law" feel extremely angry, thinking that the team's mismanagement has treated him badly.
Yu Minhong and Sun Dongxu had to make a positive response to the "small composition" storm again on the evening of December 12.
This incident is actually a small matter. Yu Minhong defined the incident in the live broadcast room on the evening of the 12thHe also said that the editors of the content team should speak out through normal channels, but they made some inappropriate speeches on the Internet, and hoped that netizens could express their views rationally for these statements.
First of all, I want to criticize the company, it is understandable that there are emotions in work, but the way of communication is not right, and I can't complete my work with emotions. In Sun Dongxu's second live broadcast response, his mood changed from his previous lightheartedness, slightly angry and serious"I understand Yuhui very well that he is not doing it right. ”
Sun Dongxu admitted that everyone in the team shared honor and disgrace and achieved each other, but he was negligent in his management and did not notice the dissatisfaction of the content editing team, which led to Dong Yuhui's refusal to broadcast on December 10. At the same time, he also criticized Dong Yuhui's emotional performance"Any internal issues should not affect the established arrangements for the live broadcast".
In response to fans' doubts about Dong Yuhui's suspected suppression, Sun Dongxu emphasized again: "Please don't worry, let alone worry that he will be owed by the company in terms of treatment." Then Sun Dongxu took the initiative to mention Dong Yuhui's salary and revealedIn the financial report of the listed company, Dong Yuhui's annual income of tens of millions of yuan is only part of his income. "The company has been expressing its high recognition of Yuhui with practical actions. ”
In the early morning of December 13th, Dong Yuhui posted on his Douyin account**, once again describing in detail the division of labor in the process of copywriting for himself and his team, and at the same time expressed his support for the company's difficult transformation and entrepreneurship, "I am one of the participants and builders of the company, the company has developed well, so that more people can benefit, this is my wish, I will work hard for it every day I struggle here." ”
At this point, the contradictions and entanglements within Dongfang Selection seem to come to an end. However, the signs of "rice circle" criticized by Sun Dongxu and Dong Yuhui at the same time made some netizens who took the initiative to complain about Dong Yuhui feel a little disappointed.
Some fans believe that it is the active support of fans that has led to the emergence of Dongfang Selection today, and it is precisely with the support of fans that the "small composition" incident forced the company's internal contradictions to be resolved quicklyHowever, the anchors and executives selected by Dongfang instead accused fans of being "rice circles" and were suspected of "unloading the mill and killing donkeys".
Gray dolphin data shows thatDuring December 10 and 13, Dongfang Selection's Douyin account lost more than 120,000 followers. As of press time, on the 13th alone, the Dongfang Selection account lost nearly 50,000 fans, and the total number of fans of the account is currently about 31.04 million.
Need more "Dong Yuhui"!New Oriental Cultural Tourism was officially launched
In fact, in addition to the Oriental selection business, Yu Minhong is also looking for more growth points for New Oriental.
Just when the "small composition" incident intensified, the sub-account "Oriental Selection to See the World" in Dongfang Selection was very harmonious. The account has launched a new mode of bringing goods and drainage.
In the live broadcast room, the anchors distributed in Sanya, Yunnan and Jilin took turns to broadcast to promote and display cultural tourism projects for the audience, and the interactive atmosphere was active and relaxed. However, when guiding the order, Dongfang Selection did not hang out a "little yellow car" but a "small windmill", and the anchor guided the audience to complete the order on the Dongfang Selection app operated by ** company. (Note: Using the small windmill card, Dongfang Selection circumvented the strict censorship of Douyin's live broadcast room and directly drained the traffic outside the station).
With the close cooperation of the two live broadcast rooms of Dongfang Selection APP and Douyin, the first online drainage effect of cultural tourism has been good. According to the data, on December 10, the sales of cultural and tourism products exceeded 16 million yuan, and the main selling points include "no shopping and pure play", "support for price comparison on the whole network", etc. During the Jilin special session, nearly 5 million netizens on Douyin and Oriental Selection APP ** broadcast live broadcasts related to cultural tourism.
New consumption** found that while Oriental Selection APP anchors promote tourism products, they are also recommending APP paid members with a price of 199 a year, and emphasizing that they will place orders for tourism products and superimpose members to "return to the cost of a single order".
According to the Oriental Selection App, the prices of popular products with top sales volume range from 2,000 yuan to 4,500 yuan, and there are 11 tourism projects with cumulative sales of hundreds of copies, and the conversion effect is very good.
Among them, a total of 887 copies have been sold for the 5-day tour in Singapore, 590 copies have been sold for 3 nights at Sanya Haitang Bay Mangrove Tree Tree Resort Hotel, 413 copies have been sold for 3 nights at The Westin Sanya Haitang Bay Minsheng Hotel, and 202 copies have been sold for a 5-day small group tour in Harbin Snow Town. In addition, the price is 20,000 yuanThe 30,000 yuan in-depth tour of Europe and the Maldives also shows that there are individual orders.
However, from the perspective of tourism product service providers, the tourism products selected by Oriental do not involve New Oriental's self-operated travel agencies, and are all provided by third-party merchants. Only one cultural tourism commentary content operation company called "Sanmaoyou" has previously received tens of millions of yuan in Series A financing from New Oriental.
According to previous reports, New Oriental has finalized cooperation intentions with hundreds of cultural and tourism enterprises, and "tourism and vacation" will be an important category of Oriental Selection APP in the future.
Tianyancha data shows that New Oriental Cultural Tourism has recently established 3 new companies in Shandong one after another, with business scope including tourism business, private entry and exit intermediary services, marketing planning, Internet sales, passenger ticketing, etc.
However, the turmoil of the "small composition" of Oriental Selection has inevitably affected the "Oriental Selection to See the World". Gray dolphin data shows thatFrom December 10th to 13th, Oriental Selection looked at the world and dropped a total of 4 fans60,000 has a big impact on an account with a total of about 3.3 million followers.