Recently, the contradiction between Dong Yuhui, a rising star in the live streaming industry, and the Oriental Selection Group to which he belongs has aroused widespread attention and discussion. On the one hand, with his unique style and charm, Dong Yuhui has brought huge traffic and income to Dongfang Selection, and has become the core asset and spokesperson of the groupOn the other hand, Dong Yuhui also had a lot of friction and conflicts with other senior executives and anchors of the group because of his high-profile words and deeds and personal influence, and was even rumored to be about to leave. Is this a crisis of Dong Yuhui's "high merit and shocking the master", or is it a mistake of Dongfang to select CEO Sun Dongxu to "cut the domain" too quickly?
Dong Yuhui, formerly the head of high school English teaching and research at New Oriental, has transformed into a live broadcast anchor because of the "double reduction" policy in the education industry. In June 2022, he officially appeared in the live broadcast room of Dongfang Selection, and quickly attracted a large number of fans and consumers with his rich knowledge, humorous humor and touching stories, and was known as "the first brother with goods" and "the first person to bring goods with knowledge". His live broadcast room not only sells various products, but also spreads various cultures and values, becoming a unique social and learning Xi platform. His fans call themselves "mother-in-law", and their loyalty and enthusiasm for him are comparable to those of the fan circle. It is reported that Dong Yuhui's live broadcast room has brought nearly 10 billion yuan in sales to Dongfang Selection in just a few months, accounting for nearly half of the group's total sales, bringing a huge boost to the group's performance and market value.
However, Dong Yuhui's rise has also been accompanied by a lot of controversy and doubts. On the one hand, his live broadcast content was accused of exaggeration, misleading and plagiarism, and the quality and effect of some products were not satisfactory, which triggered some consumer complaints and returns. On the other hand, his personal words and deeds are also considered to be too flamboyant and self-oriented, which is detrimental to the image and interests of the group, and has caused discord with other senior executives and anchors of the group. For example, he once revealed in the live broadcast room that he had rejected 10 million advertising fees, which was criticized by netizens for Versailles and fake Qinggao;He also had a verbal altercation with other streamers of the group because the group's official account did not mention his contributions, which caused fans to tear up. What's more, he was also rumored to be leaving, causing panic in the market and stock price fluctuations.
In the face of Dong Yuhui's rise and controversy, the attitude of Dongfang Selection Group is also contradictory and subtle. On the one hand, the group's attention and support for Dong Yuhui is obvious to all, not only giving him executive-level treatment and share awards, but also providing him with a professional team and resources, allowing him to enjoy considerable autonomy and right to speak. On the other hand, the group is also worried and vigilant about Dong Yuhui's personal influence and risks, and continues to cultivate and launch other anchors, in order to form a diversified and balanced lineup with goods, and avoid over-dependence and over-indulgence on Dong Yuhui. In this context, Dong Yuhui's positioning within the group has also become vague and complex, not only as a core asset and spokesperson, but also as a potential competitor and threat.
To sum up, the contradiction between Dong Yuhui and Dongfang Selection Group is not only a crisis of Dong Yuhui's "high merit and shocking master", but also the mistake of Sun Dongxu, CEO of Dongfang Selection, to "cut the domain" too quickly. From Dong Yuhui's point of view, his success and controversy stem from his personality and talent, and his live broadcast content and style are not only his strengths and characteristics, but also his limitations and flaws. He needs to maintain his style and charm while also paying attention to adjusting his words, deeds and opinions to avoid unnecessary trouble and negative impact on himself and the group.
From the perspective of Dongfang Selection Group, their contradictions and worries also stem from their strategies and interests, and their support and restraint are not only recognition and encouragement to Dong Yuhui, but also control and prevention of Dong Yuhui. They need to give full play to Dong Yuhui's value and role, but also pay attention to maintaining and coordinating the relationship between Dong Yuhui and other members of the group, so as to avoid internal friction and ** situation. In short, the contradiction between Dong Yuhui and Dongfang Selection Group is a game that both sides need to reflect on and adjust, and it is also a cooperation in which both sides have opportunities and space. A win-win and win-win situation can only be achieved on the basis of mutual understanding and respect.