It's not complicated, but it's getting darker and darker.
List the timeline (from the official account Porridge Zoro):
Originally, Dong Yuhui's small essay has always been the golden signboard of Oriental selection;
On December 5, Dongfang Selection suddenly made a statement in the comment areaEvery small essay is written by the copywriting teamcaused dissatisfaction among Dong Yuhui's fans.
When Dong Yuhui went on the air, he responded: Hu replied;
aggrieved, continue to publicly reply in the comment area;
Dongfang Xiaosun, looking for Dong Yuhui and talking respectively;
Dong Yuhui's mood was affected and he was absent from the live broadcast scheduled for 3:30-6:30 on December 10
On December 11, the number of people in the Dongfang Selection live broadcast room dropped from 12 million to 8.18 millionOn the same day, the stock price of Oriental Selection was **713%, causing a shock;
On December 12, Dongfang Xiaosun responded to the situation in the live broadcast room;
In the early morning of December 13, Dong Yuhui issued a public statement and apologized
It looks like a small misunderstanding between fans and the platform.
There are a lot of things behind it, anchors and fans, platforms and shareholders, internal management, colleague operations, crisis public relations, competing products, fan circles, etc.
As a teacher who has always admired Mr. Dong and hopes that Dongfang will select better and better teachers and trainees, I am a little embarrassed, and I hope this turmoil will subside as soon as possible.
1. Does it matter who writes the essay?
Personally, I don't think it's importantIt only matters who can interpret this copywriting well.
Netizens are curious about who the copywriting comes from, but they are simply curious, and their first reply obviously exceeded the expectations of netizens.
See this reply for yourself:
It's not a big problem so farIt's just a slight suspicion of inviting credit.
However, when fans further questioned that some small compositions should be from Mr. Dong or played on the spot, how could they all be won by the creative team.
This is not quite in line with Dong's character and public perception.
Obviously, he didn't realize that he should stop in time at this moment and maintain Dong's image, but directly responded publicly in the comment area, exposing all the details of the "aggrieved" mentality and workeven labeled netizens as "cyberbullying":
This comment suddenly intensified the contradiction.
The fierce confrontation between fans and the platform.
In fact, the operation team is the hero behind the scenes, so there is no need to go to the stage to steal the limelight with the anchor. Fans questioned it, the anchor ridiculed, and the operation flipped the table to learn from the crow, and I didn't know the confidence of **.
This is like the teaching and research teachers of our training institution suddenly ran to the classroom and the parents of the students declared: "The course plans and Xi problems taught by this teacher are all developed by us, you must remember our credits!".”
This is clearly not common sense.
Does it matter who wrote the lesson plan?The important thing is the person who can give a good class, and this is the truth that the audience and students want.
Netizen comments:
Second, is it really the fan circle culture that is causing trouble?
It stands to reason that this is an internal management problem, and there is a misunderstanding and conflict between the operation and the first-line anchor, so as long as the CEO intervenes in time to mediate, it will be good to become invisible.
It's just that this time Dongfang Xiaosun obviously played abnormally, not only did he not appease him internally, but in the public live broadcast room, Xiao Sun changed the appearance of hip-hop without a frame in the past, and suddenly made a public judgment with a straight face, and the people watching looked confused.
He mainly said the following four points:
1.Criticism of the team, work with emotions, inappropriate communication;
2.Yuhui's mood was affected, so it was temporarily decided not to broadcast live on the 10th;
3.The company recognizes Dong Yuhui's contributions, and there is no deficit in treatment, and his annual salary is more than tens of millions of dollars as reported on the Internet
4.apologized to the company's customers, but resolutely said no to the behavior of the fan circle, and hoped that some fans would stay calm.
This response is really substandard, and even adds fuel to the fire.
For example, he directly threw the pot that suspended the live broadcast to Yuhui, saying that "Yuhui's mood was affected and he decided not to broadcast live temporarily", and then, again**Yuhui's annual salary is more than tens of millions, which is a big taboo.
Finally, he also directly buttoned the fans with a hat of "rice ring".
It's hard to put into words!
So much so that the comment area aroused all kinds of speculation and speculation among netizens, thinking that Xiao Sun was a little backstabbing Teacher Dong and suspected that Dong was a master.
And the culture of the fan circle and this, I personally don't feel that it is compatible.
What is Dong Yuhui?What is the mentality of people who like Dong?
Let's take a look at this response:
In a sense,Dong is not only the anchor selected by Dongfang, but also the positive energy of this society, so that the general public can see hope and know that reading is useful.
This is very different from the fan circle culture.
It can be said that it is precisely because Dongfang Selection chose to "create gods" and become a fan circle, for example, Dong's fans are called "mothers-in-law" by default, so that there is a strong stickiness of fans, and now after "becoming famous", he has to hold high the banner of opposition, which is obviously a little unreasonable.
The reason why we pay attention to Dong and like Dong is because he is an outstanding representative of the transformation of teaching and training teachers, and we hope that he will do well.
This also has nothing to do with the fan circle culture.
strongly pushed the fans who care about Dong to the fan circle, and deducted the controversy of this small essay on the behavior of the fan circle, which is really unnecessary and online.
3. Mr. Dong's response made many people cry.
From beginning to end, the most hurt may be Dong.
In the depths of the ** whirlpool, on one side are colleagues who accompany each other day and night, on the other hand are fans who are anxious to get angry, on the other hand is Lao Yu's appeasement, and on the other hand is Xiao Sun's criticism.
On the one hand, the platform needs a strong IP, so it has created the top status of Dong, and on the other hand, the group's interests need to be de-dong, support more cutting-edge anchors, and improve the ability to resist risks.
In the end, it was Dong who apologized.
At present, this response has 150,000+ likes, and the comment with the highest likes is attached:
Everyone resonates, just because they regard Dong as a friend, so they empathize.
Mo Yan said: When a bowl of water is uneven, only by sacrificing the kindest can the wind and waves be calm. Once the kindest person is unwilling to sacrifice any more, he will be labeled as a destroyer of peace.
The so-called wood shows in the forest, and the wind will destroy it.
At the 30th anniversary of New Oriental last month, Dong Yuhui didn't even have an admission ticket because he was not an executive, and in the end, Lao Yu asked and was temporarily arranged to come in.
Tens of millions of Internet celebrities, watching the entire education and training, millions of practitioners, but there are not a few.
In Larry's words,Dong Yuhui is not used for digging, but for love.
Don't let outsiders feel that Dong is not respected.
At this moment, it should be very sad for Mr. Dong.
In a society of interests, under the spotlight, it is difficult to be alone.
is like Pang Qingyun in "Casting Names", who was suddenly promoted to a high position because of his capture of the city and his military exploits, and at this moment, all forces will inevitably win over and scramble.
How to choose is really a problem, one trick is not careful, and the whole game is lost.
However, if Dong is replaced by Wang Sicong, it seems to be easy to solve.
After all, even if this thing doesn't work out, there are still hundreds of billions of assets waiting for me to inherit.
However, Mr. Dong is still young and has a long future.
FourthFinal Reflection: The sense of crisis in the first place.
I have had a lot of contact with people from New Oriental, most of them are very capable and passionate, but they are also active, have a strong atmosphere in the rivers and lakes, like to drink, and like to form gangs.
Everyone admires the strong, but the gang culture naturally doesn't like the pickers, they like to drive the strong away and put themselves in high positions.
At the New Oriental Annual Meeting that year, there was a program that also criticized this kind of office culture——The work is tiring and tiring, and in the end it is better to write PPT, which triggered Lao Yu's iron-fisted governance.
In the era of disciplines, New Oriental couldn't find an opponent with a telescope, and as a result, it was surpassed by Xueersi under his nose.
In the era of live broadcast e-commerce, Dongfang Selection sits on the head brother of Douyin, and other teaching and training brothers follow up and learn Xi imitate.
Everyone admires being strong and hopes to be strong.
Therefore, Dongfang Selection encountered a fan crisis, Mr. Dong encountered a workplace crisis, Gaotu Jiapin and Xueyoupin suddenly ushered in a traffic peak, and the number of people in the live broadcast room soared from dozens to 10,000.
At this point, the small composition incident came to an end.
Who is the winner?Who are the losers?
Everyone has their own answers.
In the future, there will be more stories between the top anchors and the platform, between fans and brands, between the operation team, and between peer competitors.
Where there are people, there are rivers and lakes.
Give it a thumbs up!I'm more motivated to be more literate.
The latest trends: Lao Yu issued a ** statement: 1. Admit that there are problems, lack of professionalism, and should not be made public;2. Admitting that there are management loopholes in the company, Xiao Sun mentioned that Dong's annual salary was inappropriate in the live broadcast room and apologized to Yuhui. 3. Accept the concept of the fan circle for the first time, saying that Dongfang Selection does not have a fan circle culture 4. Advocate everyone to follow the anchor rationally and not be used by a small wave of people with ulterior motives. Let everyone be tolerant and supportive of the two-year-old Oriental Selection, it is still a group of young people, and the road is long.