**: Ray Technology.
Oriental selection with Dong Yuhui's"Infighting"The turmoil continues, and the hot search on Weibo on December 14 is even more"The first four account for three"。
The ins and outs of the incident are simple: make it public in the comment section"Credit"said that some of Dong Yuhui's live broadcasts were wonderful"Small composition"It was created by the team, and Dong Yuhui's fans were very angry when they saw it, thinking that this was deliberately slandering and even bullying Dong Yuhui. Some radical fans take the Oriental selection and go with a similar background"Gaotu Jiapin live broadcast room"arch fire, calling on Gaotu Jiapin to overturn the Oriental selection. This turmoil caused Dong Yuhui to be in a bad mood and stopped broadcasting, and the traffic in the live broadcast room of Dongfang Selection declined, losing 100,000 fans, and the stock price plummeted.
Things have come to this point, Dongfang Selection CEO Sun Dongxu (Dongfang Lao Sun) came forward, and he talked to fans in the live broadcast room"Hold a meeting"Pushing the matter to a climax, some fans claimed to have watched the live stream"Blood pressure has increased by at least 8 degrees"。
Old grandson"There are words in the words"Beat the team and Dong Yuhui respectively, so that discerning people can see that Dongfang Selection is in turmoil, not just with the anchor"Personal vendettas"、"Employee conflicts"、"Sectoral struggles"It's that simple.
What's even more intriguing is that Dongfang Selection responded to the outside world"At present, Dong Yuhui is still working for Dongfang Selection, but it should not be broadcast in the near future. "For live broadcast institutions, over-the-top anchors"Not on the air"What does that mean?Needless to say.
On December 14, Yu Minhong, a veteran of New Oriental, personally responded, and the pattern was much larger, he said"It was originally a small matter within the company, but it became a surging public opinion because of improper handling. There is a serious lack of professionalism in this practice, which also shows that there are big loopholes in the company's management. "At the same time, he also criticized CEO Lao Sun for disclosing Dong Yuhui's improper salary, and he focused on the company's management loopholes"Look at the big picture"Bao Dong Yuhui.
ActuallyE-commerce live broadcast industry"Overhead anchors and institutions"We have been achieving each other in the game of interests. Oriental selection for this round"Infighting"The turmoil presents such a game vividly.
Yu Minhong came forward, Dong Yuhui should be rebroadcast soon, and then the internal game of Dongfang Selection may not be repeated"Not sensible"The exposure was made to the public. It is conceivable that the next big man Yu Minhong will pull the CEO Lao Sun and the copywriter to ask them to apologize to Dong Yuhui, and even do not rule out some organizational changes, give Dong Yuhui a new working environment and creative space, and try to keep people.
However, if it fails to be resolved"Roots"The contradiction between the anchor and the institution will eventually set off a bigger storm at the next point in time until it is completely resolved.
There are two possibilities for the final solution:
First, Dong Yuhui became the major shareholder of the company, at least becoming a super executive at the partner level, similar to the relationship between Li Jiaqi and Mei Zhang, Li Jiaqi is the latter's partner, and the two sides have a deep binding of interests.
Second, Dong Yuhui left Dongfang Selection"Peacocks fly southeast"。In"Infighting"Under the turmoil, the friends and capital selected by Dongfang are already ready to move, as long as Dong Yuhui flies solo, there will be people and money to support him to create another one"Oriental Selection"。If Dong Yuhui has a non-compete agreement with Dongfang Selection, considering the huge ability of live streaming to attract money, Dong Yuhui can also pay the corresponding liquidated damages after flying solo.
Dongfang Selection is a super giant with a market value of up to 29 billion, and it is extremely difficult to achieve a considerable proportion of equity for Dong Yuhui, and the executives may not be able to do so. If it is only like an Internet company to executives and backbones"Options"The same allocation of shares to Dong Yuhui still cannot solve the fundamental problem of benefit distribution - executives get a lot of options and financial freedom in large factories, but their shares are often less than single digits, and many founders can account for 20% of the company's shares after multiple rounds of financing dilution.
With the fans"Hold a meeting", Sun Dongxu responded sideways"Dong Yuhui's annual salary is tens of millions"was criticized by Yu Minhong. YesAnd, even if Dong Yuhui's annual salary is tens of millions or even hundreds of millions in the future, the fundamental contradiction between him and Dongfang Selection has still not been completely resolved. If it is not solved, it will be difficult for Dong Yuhui to follow Dongfang Selection to do it.
on the roots"The big point is the new era"Individuals and institutions"The mode of cooperation or the problem of production relations;To put it bluntly, it is a matter of benefit distribution, Sun Dongxu said that Dongfang selection should be"Career retention, emotional retention, treatment retention", these are feasible for ordinary employees and ordinary anchors, but not for overhead anchors like Dong Yuhui.
The previous one attracted a lot of attention"The anchor and the agency are separated"The incident was Li Ziqi. Li Ziqi and Hangzhou Weinian both lost. But Li Ziqi and Dong Yuhui are not the same kind of anchors. Li Ziqi is a short** Internet celebrity, Weinian has accumulated hundreds of millions of fans on the whole network for many years of systematic and continuous high-quality content output, and after parting ways with Weinian, the ownership of Li Ziqi's series accounts has been torn apart, there is no fan base without an account, and it is more difficult to copy a Li Ziqi with similar content than to ascend to the sky (unless the platform algorithm is strongly supported) - if you can, so many copycat versions of Li Ziqi have become popular early.
The value of over-the-top anchors in live streaming is completely different. The chain is 1, anchor"Move your mouth"The ability is 0 after 1, as long as there is platform support, capital blessing and **chain team, Dong Yuhui can start a new business in minutes - don't look at his self-proclaimed"Salesperson", but the whole network tens of billions of live broadcast goods"Salesperson", you can count on one hand.
Sun Dongxu said"The company's investment and guarantee in Yuhui should be and must be. "This logic is problematic, the brokerage company will invest in the creation of the celebrity's personal IP, and Hangzhou Weinian will invest in Li Ziqi's content output and traffic operationHowever, Dongfang Selection Company invested in the live broadcast business and the live broadcast room led by Dong Yuhui, not Dong Yuhui personally. Since the first live broadcast, Dong Yuhui has generated income for Dongfang Selection, and Dongfang Selection has relied on Dong Yuhui to a certain extent, not the other way around.
With Dong Yuhui and without Dong Yuhui, the performance of the Dongfang Selection live broadcast room is completely different.
According to the statistics of Haitong International** Company, from August to December 2022, Dong Yuhui played a significant role in the number of people and GMV of Dongfang Selection's live broadcast. Taking December 2022 as an example, on the day of Dong Yuhui's live broadcast, the GMV increment of Dongfang Selection's live broadcast room reached more than 10 million, and the average number of people driven by it was very obvious. Guoxin** analysis pointed out that Dong Yuhui's contribution to the popularity of the live broadcast room was as high as 300%, while the popularity contribution rate of the anchor Dunton increased from 120% in June 2022 to 200% in June this year.
Dongfang Selection has long been aware of the problem of high dependence on over-the-top anchors, and has cultivated multiple anchors outside Dong Yuhui"Anchor team"。However, compared with the famous Dong Yuhui, the popularity of other anchors has not yet opened, like Xin Xuan"Eggs"Such a No. 2 anchor did not appear.
The employees and executives of the enterprise can be replaced and cultivated, but the anchor can not be found. Even if the Oriental Selection will be created"Small composition"If it is handed over to other anchors to broadcast, I am afraid that it will not be able to achieve the effect of Dong Yuhui's live broadcast. Look at it this way,Dongfang Selection needs Dong Yuhui more, not the other way around, so it is not difficult to understand why Dongfang Selection's stock price will fall.
When the anchor is popular, he wants to leave", many enterprises that do ** have such an experience.
The author's company once tried to create a ** IP, it took 1 year to finally figure out the content direction and operation routine, seeing that the traffic on the Douyin platform was rubbing** and there were more and more business orders, the anchor began to ask for a salary adjustment, and the salary was tripled three times in less than a year, but the anchor finally decided to leave, and his reason was very simple:"No matter how high the salary is given by the company, no matter how much it shares, this number is the company's. "After going it alone, the anchor was free, and the same content routine soon became popular.
Yes, do it for the company, and the company will give more money"This number is all from the company"。Traffic Era,"No"、"Fans"、"ip"It is an asset in itself, which may be much more valuable than the income itself, and the small anchors of our small company can understand it, how can Dong Yuhui not understand?
Since ** big v Uncle Ni said that the anchors he knows who are not as good as Dong Yuhui have an annual income of more than 500 million, how many years does Dong Yuhui have to work in New Oriental to earn so much?
Dongfang Selection is one of the thousands of live broadcast rooms on Douyin. As the founder of the Internet celebrity empire, Zhang Yiming once said that organization and culture are what he cares about the most, and his logic is like this:
The company has a high market capitalization because you have good profits, good income;
You have a good income, for a company to c, because there are a lot of users;
The premise of high user satisfaction and many users is that you have a good product;
The premise of having a good product is that you have a good team;
A good team is because you have a good culture and system. "
For a product-driven company like ByteDance, this logic is fine. However, good culture and systems can't keep Dong Yuhui. Because Dong Yuhui is not only a talent of the company, he is a product, an IP, a brand, recognized by fans, and sold well.
The short ** live broadcast platform represented by Douyin has profoundly changed the social production relations, traditional enterprises and employees"Employment"The relationship is falling apart, and the platform is with the individual"Collaboration"Relationships are becoming mainstream. Douyin has a collaborative relationship with the anchor and the organization behind the anchor, and the Internet celebrity of the iron-clad platform is whoever changes jobs"Escape"will not affect Douyin. However, Dongfang Selection and Dong Yuhui have an employment relationship, and such a production relationship is no problem for the education business, but it is difficult to adapt to the new business of short ** live broadcast with goods.
A few days ago, the resignation of Xinxuan CEO Guan Qian caused a lot of uproar, and the root cause is also that traditional corporate governance methods are completely inapplicable in anchor institutions. Guan Qian is not a real executive of Ali, but even if the executives of a large factory come to manage Xinxuan's company, I am afraid it will be difficult to manage it well. When the relations of production change, the form of organization must change with them.
The game relationship between Dongfang Selection and Dong Yuhui is very common in the live broadcast e-commerce industry, and I am afraid it will be more common in the future.
How to solve the fundamental problem of benefit distribution?
A lot of people would say MCN, but true MCN is a loose and flexible form of collaboration. MCN either has the right to speak on platform traffic, or has commercial resources such as brand advertising and e-commerce ** chain, or both. For streamers, MCN is more like a service organization, where both parties share benefits, and the anchor takes the lion's share of the value they create, which is crucial.
If Dongfang Selection becomes a real MCN, Dong Yuhui will be allowed to go it alone, and the two sides will continue to work together - which is almost impossible in the short term. But if Dong Yuhui goes it alone, it is not impossible to join the head MCN.
For the average enterprise, how to avoid the anchor from leaving the organization?After talking around for a while, the most found conclusion is:
Either let the boss be the anchor or let the anchor be the boss.
The result is all the same: the streamer never"Exodus"。
The boss is the super head anchor, and the boss gathers, cultivates and leads a group of waist anchors"1+n"It is a relatively stable organizational form of anchor institutions. Simba, Li Jiaqi, Brother Xiaoyang, Wei Ya and other super-head anchors are essentially such organizational forms. The boss can take a vacation, he can get sick, he can ban the broadcast, and he can even do it"Take a back seat", but it has always controlled the core discourse, fans, traffic and businesses are all due to it"Boss"come, it is difficult for waist anchors to start anew, and even if they do it alone, they can't do it just as well. Jackie Chan's family class, Zhao Benshan's Zhao family class, have there been any big stars?No, it is impossible to get out.
In station b up master and other strong content creation platform,"The boss is the anchor"It is also the mainstream model of the head talent, one person is popular, and then gather more people to produce content in teams, but the boss will always be the core.
1+n"And also solves a big problem:"People will grow old", especially in beauty, fashion, appearance, etc"Eat youth rice and eat with your face"If the big anchors don't cultivate more small anchors, no matter how hard they work after they get older, they will be powerless. Raise a small anchor and be prepared.
So, can Dongfang Selection make the boss an Internet celebrity?Yu Minhong himself has great influence, has his own Internet celebrity potential, has excellent eloquence, and often appears on camera to do some content, but it is obviously impossible for him to do such a job as bringing goods, and even if he does, he may not necessarily have a good effect of Dong Yuhui bringing goods. After the success of the business transformation, Dongfang Selection is urgently in need of a new organizational form to solve the current problem, what will Yu Minhong design"New partner in China"What about the system?