Finance Associated Press|New consumption**December 16th (researcher Liang Youyun),The Oriental Selection, which has been hovering on the cusp of ** for several days, has once again aroused the anger of netizens.
At noon on December 16, the Douyin account of Dongfang Selection released the latest personnel appointment and dismissal notice. The board of directors of Oriental Selection decided that Chairman Yu Minhong concurrently served as the CEO of Oriental Selection, and Sun Dongxu was removed from the position of executive director and CEO of Oriental Selection, effective immediately.
On the evening of December 15, Dongfang Selection's uncontrollable mockery of the audience caused the largest decline in fans in the account's history. On December 15th, Dongfang Selection dropped 110 fans in a single day20,000, a recent high;In the same period, anchor Dong Yuhui's personal account increased by 19720 thousand.
Since the fermentation of public opinion, the stock price of Oriental Selection Hong Kong stocks has accumulated **21 in 5 trading days99%, and the market capitalization fell to 266HK$400 million.
The rumors of Dong Yuhui's departure from Dongfang Selection intensified, and Luo Yonghao, Xueersi, and Gaotu responded to Dong Yuhui's recent experience. At the same time, it also took the opportunity of the decline in popularity of Oriental Selection to strive to undertake traffic and raise the stock price.
As of press time, the number of followers of Dongfang Selection's Douyin account is 28.7 million, and it is still declining.
Dongfang selected the anchor to "go crazy", and the audience returned the goods
All day on December 15th, due to dissatisfaction with the suspected internal suppression of Dongfang Selection's head anchor Dong Yuhui, Dongfang Selection's Douyin live broadcast room has been ridiculed by a large number of netizens since it started broadcasting at 8 o'clock in the morning. At the same time, the number of fans of the Oriental Selection account is also declining rapidly, and the number of fans has fallen below 30 million.
On the evening of the 15th, there was screen-swiping ridicule and some worse abuse in the live broadcast room of Dongfang Selection, which made it difficult for the anchors to carry out the normal live broadcast. The anchor Tianquan, who was broadcasting live, gradually lost control of his emotions, shouting and mocking the audience in the live broadcast room, "I am personally a person who is not afraid of big things", "We don't care how much money others give you to send these", "We have set up so many blocking words and can still be changed".
When the audience questioned whether the new egg yolk crisp was an expiring foodTianquan casually mocked, "These people who brush up on the advent period in the live broadcast room, his salary today is estimated to not be able to afford this egg yolk crisp." **Show, the latest price of the egg yolk crisp is 398 yuan box.
In fact, after Dong Yuhui temporarily stopped broadcasting, Dongfang Selection quickly launched activities such as discounts on self-operated products and discount coupons in the live broadcast room to retain viewers and fans. Judging from the data, thanks to the product reputation accumulated before, the low price ** effect is good.
Third-party data shows that on December 14, the daily sales of Dongfang Selection's self-operated products in the live broadcast room exceeded 62 million yuan, the sales volume of omni-channel self-operated products exceeded 70 million yuan, and the cumulative number of first-class people exceeded 10 million, setting the highest sales record of self-operated products in the past two years.
However, the anchor Tianquan combined price reduction with ridicule of the audience in the live broadcast. Tianquan said that many of the goods sold in the live broadcast room recently are "sold for money", and the audience will lose a single order when the company buys a single order, and consumers can "retaliate" against Dongfang Selection in this way.
"You unfollow and buy before you block us. The anchor Tianquan kept asking the audience to place an order, use up the discount coupon and leave in a mocking tone in the live broadcast room, and called on the audience to "use their brains more".
Speaking of emotion, Tianquan dropped his mobile phone in the live broadcast room, "You have to understand me, I've been holding back for two days." Two days ago, Sun Dongxu, CEO of Dongfang Selection, was suspected of dropping his mobile phone and having a tough attitude before apologizing to netizens, which caused dissatisfaction among netizens.
In this regard, netizens have said that they will initiate refunds and returns after purchasing Dongfang selected goods, so that they will completely fall into a dilemma of money and goods. But what makes netizens even more angry is that the Dongfang Selection live broadcast room team is not ashamed of the anchor "crazy", but takes the initiative to help the anchor, lacking respect for consumers and audiences.
Under the continuous fermentation of negative public opinion, the sudden loss of control of Dongfang's selection anchors has exposed its operation and management problems. In the midst of the scolding, Dongfang Selection insisted on live broadcasting until the early morning of December 16, and the emotionally uncontrollable anchor Tianquan left the venue early.
After the broadcast, Dongfang Selection quickly put out an announcement saying that it would be temporarily suspended on December 16"After thinking about it behind closed doors, please criticize, Mr. Yu is leading everyone to review."
Statistics show that within 4 hours of the evening of the 15th, Dongfang Selection's fans decreased by more than 700,000, and more and more people turned to Dong Yuhui's personal account. On the morning of the 12th and 16th, the number of fans of Dongfang Selection accelerated again. As of press time, Dongfang Selection lost more than 650,000 fans on the 16th, and Dong Yuhui's personal account increased by 1.35 million fans.
New Consumption** found that other related sub-accounts of Dongfang Selection were also suspended for a day at the same time, and netizens who had nowhere to vent once squeezed into the New Oriental live broadcast room to ridicule.
Review the "magic operation" of CEO Sun Dongxu before the review
With all the turmoil, it is not difficult to find that Sun Dongxu, as the actual business manager of Dongfang's selection, did not play a role in controlling risks in a timely manner.
On December 6, Dongfang Selection repeatedly issued inappropriate replies under Dong Yuhui's recitation**, saying that the copywriting recited by Dong Yuhui was written by the editorial team behind the scenes, not by Dong Yuhui himself. The infighting of the operation team was quickly noticed by netizens, and sparked a small range of discussions and questions at the fan level.
Afterwards, Sun Dongxu quickly apologized and refuted the rumors in the live broadcast room.
Sun Dongxu said that Dong Yuhui had privately complained to him after the incident, which surprised him, and he also reflected on his encouragement and companionship for Dong Yuhui, and he needed more rituals and expressions in the process of getting along with old colleagues. In the initial response, Sun Dongxu expressed his appreciation and love for Dong Yuhui many times, and at the same time detailed the mental journey of the two to transform the e-commerce business, as well as the various divisions of labor and situations in internal copywriting.
But at the end of this response, Sun Dongxu emphasizedmentioned on the Internet that copywriting was done by Dong Yuhui alone and other remarks were "extreme", and the efforts and contributions of other anchors and behind-the-scenes teams cannot be denied. "Don't kill a young man, and don't trample on other partners. ”
Although the focus of the response avoided punishment for mistakes, Sun Dongxu's praise of Dong Yuhui's behavior appeased the audience and netizens, and there seemed to be no serious disagreements within him.
However, as Dongfang Selection once again publicly spoke out against Dong Yuhui positively, the situation began to become serious and continued to be out of the circle.
In this regard, Sun Dongxu's second live broadcast response was extremely bad, and his overly serious meeting attitude seemed to treat the audience as if he was an employee of the company. The suspected action of dropping the mobile phone caused dissatisfaction among netizens, thinking that Sun Dongxu lacked respect for "food and clothing".
In the second response, Sun Dongxu clearly criticized the mistake, apologized to Dong Yuhui, and admitted that he was negligent in management and did not notice the team's emotions. But the conversation changedSun Dongxu also believes that Dong Yuhui has done something wrong, that is, he should not temporarily refuse to broadcast because of anger, "Any internal problems should not affect the established arrangements of the live broadcast."
When mentioning Dong Yuhui's salary and appreciating and respecting Dong Yuhui,Sun Dongxu said that the company and the anchor resolutely said no to the fan circle culture, "Please don't hurt the anchor in the name of love."
Normal consumers were accused of being a negative "fan circle", which led to the Dongfang Selection ** incident being completely out of the circle. Sun Dongxu's repeated replies that did not meet the essentials also made more and more netizens think that he was diverting the focus, and Dong Yuhui had indeed suffered unfair treatment within the company.
In the third apology**, Sun Dongxu reflected on his previous aggressive performance, and thought that it was a gaffe caused by insufficient rest, and apologized to netizens and Dong Yuhui many times. He also clarified that the "fan circle" culture refers to a small number of irrational rhythmic people, not all consumers. "I will always be vigilant and admonishing myself, and strive to improve my pattern and mind, so that I can become a qualified manager. ”
Unfortunately, the day after Sun Dongxu swore to become a qualified manager, there was an almost irreparable anchor overturning and "going crazy" incident in the Dongfang Selection live broadcast room.
Luo Yonghao's live broadcast shouted Dong Yuhui to learn and think, and Gaotu denied "digging the wall".
is also as lively as the trend of Dongfang Selection**, as well as Luo Yonghao's "Make a Friend" live broadcast room.
On the afternoon of December 15th, Luo Yonghao, as a "senior" who was born in New Oriental and has been independent for many years, posted a message to Dong Yuhui in the circle of friends.
Luo Yonghao's circle of friends bluntly said, "There is really no need to waste my life to work", and said, "If Mr. Dong Yuhui himself wants to start a business, I am willing to save a bureau with some friends who do investment and business to support him to start a business smoothly."
Many netizens have asked whether "Make a Friend", which is also a live broadcast operation team, will sign a contract to poach Dong Yuhui. Luo Yonghao has denied this many times on multiple platforms, he revealed that he has left the live broadcast to bring goods, but there is an agreement that he must occasionally show up to bring goods, "Make a friend There is no plan to dig Dong Yuhui, and there is a high probability that other companies will not be able to dig it, because Yuhui is very emotional".
When commenting on Yu Minhong's treatment of his subordinates and team management ability, Luo Yonghao said that Yu Minhong's response was a little "harmonious" and suspicious, and he only hoped that the team would be harmonious and did not favor anyone, but in fact, the problem was not solved and valued. Luo Yonghao also proposed to Yu Minhong that Dong Yuhui should be appeased as soon as possible.
In recent days, due to the fact that Dongfang Selection has disappointed the audience's expectations, many people have begun to notice the live broadcast room of Xueersi's "Scholar Youpin" and Gaotu's "Gaotu Jiapin", which have a similar style of bringing goods.
From December 11th to 15th, the fans and ** turnover of the above two live broadcast rooms rose rapidly, of which "Gaotu Jiapin" had a cumulative increase of 1.32 million fans, and "Scholar Youpin" had a cumulative increase of more than 50,000 fans in the same period.
Some netizens appealed to the management of the two education and training institutions to poach Dong Yuhui to their platforms as an anchor as soon as possible.
Chen Xiangdong, the founder of Gaotu, said at the ** communication meeting that he would not take the initiative to dig Dong Yuhui. Starting from his 14-year experience in New Oriental, Chen Xiangdong said that Dong Yuhui is a rare person, and it can even be said that he has created a company, but taking the initiative to dig Dong Yuhui at the moment is "not something that people do", unless Dong Yuhui leaves by himself. And Gaotu will also do its best to attract more outstanding talents.
Peng Zhuangzhuang, president of Xueersi, responded that such an excellent person should not only think about digging him, but think about what he can do for him and what he can help the other party.