Cutting Dong Yuhui

Narrative (maximum 18 words.)

Independent.

After more than half a month, the Dongfang selection essay incident seems to be coming to an end, Dong Yuhui was promoted, his salary was raised, he bought a house in Beijing, and he was still preparing an independent studio.

However, for Yu Minhong and Dongfang Selection, the road to Dong and Dong Yuhui has not stopped, and has even accelerated. After independence, Dong Yuhui will be mainly responsible for cultural tourism, and will only occasionally appear in the Dongfang Selection live broadcast room, where there are new anchors from all walks of life who are eager to replace him.

Yu Minhong doesn't want Dongfang Selection to become an MCN company, and the whole company revolves around Dong Yuhui, but wants to build his own unique business model, an e-commerce company with productization and ** chain as the core.

From the perspective of the capital market, MCN really can't get a good valuation, Ruhan behind Zhang Dayi has been delisted, and the market value of Lao Luo's friend is miserable. Dongfang Selection started with ** education and transformed into e-commerce, with a current market value of nearly 30 billion Hong Kong dollars, which is definitely not something that the MCN concept can undertake.

Yu Minhong didn't want to be kidnapped by Dong Yuhui. It is an inevitable choice to let Dong Yuhui's personal IP and Dongfang select brands do cutting. It's not about human affection or goodness, it's just a rational business consideration.

On December 18th, Dong Yuhui took a deep look and turned around to leave the back of the Dongfang Selection live broadcast room, as if it was a metaphor. For Dong Yuhui, after more than a year of popularity, he is still forced to face the road of commercialization that he does not like and is not good at, and the challenges of life have just begun.

In the past week, Oriental Selection has undergone drastic personnel changes, first Sun Dongxu was removed from the position of CEO and other positions, and then Dong Yuhui was promoted from anchor to "senior partner", and was also 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.

After giving a series of titles, Yu Minhong planned a new business direction for Dong Yuhui, opening a separate account and live broadcast room, and the income will be included in Dongfang Selection. Dong Yuhui also said, "Although he has set up a personal studio, he has not left Dongfang Selection, which is 100% controlled by Dongfang Selection. ”

On December 26th, Dong Yuhui's new Douyin account "Walking with Hui" has been certified by the platform, and the company is certified as Walking with Hui (Beijing) Technology *** 4 days ago, the company was formally established, Dong Yuhui is the legal representative, the company is 100% controlled by Beijing New Oriental Xuncheng Network Technology, and the actual controller is Yu Minhong after penetration.

The independent studio is Yu Minhong's way of "settling" Dong Yuhui, which seems to give Dong the freedom to develop according to his own wishes, but in fact, it also isolates Dong Yuhui outside the door of the Dongfang Selection live broadcast room to a large extent.

Dong Yuhui said that he will appear more in the new live broadcast room in the future. This means that as the core anchor of Dongfang Selection, Dong Yuhui will gradually fade out. In the eyes of the outside world, Dong Yuhui took the initiative to cooperate with Yu Minhong's de-Donghua.

Yu Minhong, who has suffered two kidnappings and several business difficulties, has a deep sense of crisis.

Although Yu Minhong recognized that Dongfang Selection's management team had a problem with thinking, he never wanted to treat Dongfang Selection as an MCN institution, and positioned it as a product and technology company and a cultural communication company. This is also the reason why he emphasized several times that Sun Dongxu's contribution to the company is also very large, and even if he is dismissed, he will not be allowed to leave.

In the question of strengthening Dong Yuhui's anchor effect or weakening Dong Yuhui's influence, Yu Minhong still chose the latter.

For a listed company, such a choice is understandable, relying on a single anchor is a double-edged sword, driving performance growth, but also easy to be counterattacked. The reason why this small essay incident detonated ** is because Dongfang Selection ignored Dong Yuhui's influence, and Yu Minhong obviously did not want similar incidents to happen again.

Since it became popular in June last year, the name Dong Yuhui has been closely linked to Dongfang Selection, and the company that does not dissolve and transforms into a live broadcast without disbanding and self-reliance is reduced to Dong Yuhui, a grassroots anchor with a simple and sincere style, these two images have been fused together, and together they have increased the performance and market value of Dongfang Selection.

And now, the establishment of Dong Yuhui's independent studio and live broadcast room will gradually separate his personal IP from the Dongfang Selection live broadcast room, which is Yu Minhong's good intentions and Dong Yuhui's knowledge.

Over the past year or so, the entire Internet and the real world have witnessed the birth of Dong Yuhui's super IP and his influence. Especially the small composition turmoil that lasted for more than half a month, the whole network paid attention, and many celebrities and big V were also involved.

Needless to say, Lao Luo, who kept jumping out to comment. Even the "old Internet celebrity" Feng Tang, after he reminded Dong Yuhui that his ** became popular, his live broadcast room suddenly flooded into many people, and Feng Tang called "I found myself popular".

The small essay incident made Dong Yuhui's fame even bigger. As of 15:00 p.m. on December 26, Dong Yuhui's personal Douyin fans exceeded 23.38 million, with nearly 10 million fans in the past half month, and it is still growing.

In fact, in the past year or so, the performance of Dongfang Selection of this company is strongly related to Dong Yuhui. According to the statistics of Haitong International**, from August to December 2022, Dong Yuhui has played a significant role in the improvement of the number of ** selections and GMV of Dongfang. By March this year, Dong Yuhui's average number of live broadcasts was 9.5 million, an increase of 316%, the average GMV is 17.45 million, and the growth rate is 358%, which is significantly higher than Dong Yuhui's GMV on the day of the live broadcast.

People close to Dongfang Selection estimated that 50% of the company's performance was contributed by Dong Yuhui. Some people also believe that Dong Yuhui's commercial value is at least 10 billion.

But Dong Yuhui is a person who doesn't like to talk about money. He believes that "the one who is a confidant dies", and trusts and respects Yu Minhong very much. After the small composition turmoil, he didn't talk to Yu Minhong about how to redistribute benefits, and came back. Even after coming back, he accepted the company's arrangement to set up an independent studio and make an independent IP.

Yu Minhong seems to have shown sincerity in his position and salary, but he gave Dong Yuhui a brand new account and a cultural tourism business in its infancy, which is almost a fresh start.

Dong Yuhui's new live broadcast room is positioned as book recommendation and cultural tourism promotion. For reference, a total of 25 products have been launched in the New Oriental Cultural Tourism Douyin store, with a minimum of 4180 yuan and a maximum of 4430,000.

Dong Yuhui's fans entered the live broadcast room of cultural tourism and were persuaded to retire" on Weibo's hot search. These products sell mediocre, with most sales in the single digits, and the best-selling products are just over 200 orders.

Dong Yuhui's road to cultural tourism obviously faces a lot of uncertainties.

At this point, the big drama of Dongfang Selection, which started from infighting and chased by the whole network, has come to an end temporarily, but the future of Dongfang Selection and Dong Yuhui is still not clear.

A person from a CNN institution in Hangzhou believes that cutting Dong Yuhui is actually a risky move for Dongfang Selection and Dong personally. Dongfang Selection put such an influential anchor in the air, and did not let him play his main function, but took another dangerous path, which may not be successful;Whether Dong Yuhui can bring his anchor IP to cultural tourism, whether he will be silent or burst out with greater potential is also unknown.

seems to be a person who suddenly has peerless martial arts, Dong Yuhui, who became popular last year and has more than 20 million fans, still doesn't know how to control the energy he has and realize his ideals.

Some people say that Dong Yuhui is a typical Confucian reader, and it is also the goal that Chinese family parenting admires and aspires to achieve.

But in the business society, Dong Yuhui, who has become a top KOL, commercialization is a life topic that cannot be avoided. He said that the dragon slayer boy could not become an evil dragon, and adopted a detached attitude towards money and interests, but in fact, he couldn't avoid this level after all.

If he can't fully recognize and control his own value, and can't grasp the right to speak and resources, he may fall into a passive situation like this small essay incident.

Although satisfied with Yu Minhong's current arrangement, Dong Yuhui must have expected the worst outcome. "If you don't have a good job one day, or you don't play your worth, you can leave. ”

Yu Minhong said that if Dong Yuhui wants to leave one day, "the new live broadcast room will be given to Yuhui, and he will not be left with nothing." But the company corresponding to the live broadcast room, the equity is in the hands of Yu Minhong.

At the end of the live broadcast of the two, Yu Minhong and Dong Yuhui sang Zhou Huajian's "Friend" together, wanting to draw a warm end to this crisis, but the real business society will not be so warm.

This article is an original work of all-weather technology, unauthorized shall not **, if you need **, please reply to the word "**" in the background, obtain**format requirements.