Author |Put the green
Edit|Akagi bottles
The Hong Kong drama "News Queen" has just finished broadcasting, and the mainland has staged a realistic version of the "News Queen". In recent days, the Dongfang Selection and Dong Yuhui incidents have been boiling, and until now, things are still fermenting.
The cause of the incident is that Dongfang Selection said that behind Dong Yuhui's small composition is the collaboration of the copywriting, shooting, and editing teams, that is, it is not original by Dong Yuhui. This remark quickly aroused the dissatisfaction of Dong Yuhui's supporters, and the "Dong Yuhui mother-in-law" were unhappy, and then Sun Xudong, CEO of Dongfang Selection, revealed Dong Yuhui's salary when he responded to the matter, and the leader's behavior of "backstabbing" employees once again caused public dissatisfaction.
In order to calm the anger of the public, Yu Minhong, chairman and CEO of New Oriental, also responded, criticizing Sun Xudong for doing things inappropriately, and also expressing a boycott of the "fan circle culture".
The root of the spearhead has been pointed at the "sick fan circle culture", but is this really the essence of the matter?
Recently, the contradiction between Dong Mingzhu and his former assistant Meng Yutong has once again set off a heated discussion on the Internet, in fact, both can be summarized by "high merit and mastery" to a certain extent. Dong Yuhui, as the head of Dongfang Selection, Meng Yutong also embarked on the road of Internet celebrity after becoming Dong Mingzhu's assistant, and the personal IP of the two was too large, which caused dissatisfaction among the upper echelons. However, the difference is that Meng Yutong turned into an Internet celebrity with the help of Dong Mingzhu and Gree's fame, while Dong Yuhui relied on his talent to help Dongfang Selection.
In the speculation of netizens, Dongfang Selection seems to have to choose one of Dong Yuhui and Sun Xudong, and even Luo Yonghao stood up to express his support for Dong Yuhui's entrepreneurship, is Dongfang Selection inseparable from Dong Yuhui or Dong Yuhui is inseparable from Dongfang Selection?
Dong Yuhui is not Dongfang Selection Sister Man, the anchor of the house, with a high reputation, and his own strong content output ability, but he is not a manager, Sun Xudong is a flying master, it seems to be a muddy one, and his position is obviously biased towards suppressing Dong. Yu Minhong is undoubtedly Fang Tai, calming the emotions of all parties, but not expressing his position, and Dongfang Selection is the George of 'Feiye Strict Selection'. Some netizens analyzed the relationship between the characters selected by Dongfang in this way.
In recent days, the Dongfang Selection incident has continued to ferment, and every time a relevant person speaks, Dongfang Selection has been pushed to the forefront, and even gradually developed into a business war.
After the Dongfang Selection incident, the live broadcast room of Dongfang's selection opponent was blown up. On December 11th, many netizens with orange signs of "Selection Group" on their heads poured into the live broadcast room of Gaotu Jiapin, and the number of people in the live broadcast room increased from 270,000, skyrocketing to 600,000. Dong Yuhui's supporters used this to express their dissatisfaction with Dongfang's selection of "backstabbing" Dong Yuhui.
Why is it a backstab?
Previously, Dong Yuhui captured a large number of fans because of various small compositions, and Dongfang Selection has also become a clear stream in the live broadcast room, not taking the noisy route, but taking the cultural route. However, Dongfang Selection said that behind the small composition is a huge content team, and even said that he was very aggrieved in the follow-up, and expressed his aggrieved remarks about Dong Yuhui's remarks in the live broadcast room that "he claims to know the business very well" and "Hu replied", "Jilin copywriting was created independently by copywriting partners, and the anchor only changed 5 words. The little partner in Shanxi completed it independently, and the anchor did not change a word. Sichuan and Gansu are similar. ”
's remarks seem to have directly "slapped Dong Yuhui in the face", which also directly impacted the live broadcast data of Dongfang Selection. On December 11, the number of people in the live broadcast room of Oriental Selection was only 8.18 million, while the number of people in the previous three days was more than 12 million, and even the stock price of Oriental Selection was 713%。
On December 12, the response of Sun Dongxu, CEO of Dongfang Selection, was tantamount to adding fuel to the fire. In the 10-minute response in the live broadcast room, Sun Dongxu first criticized the team for working with emotions and inappropriate communication methods, and then revealed that the company did not treat Dong Yuhui badly, and his annual salary was more than tens of millions as reported on the Internet.
However, Yu Minhong, chairman of New Oriental, quickly denied that Dongfang Selection had a "fan circle culture", and said that Dongfang Selection seriously lacked professionalism, and CEO Sun Dongxu mentioned that Dong Yuhui's salary was inappropriate.
Judging from the responses from many parties, there seems to be an irreconcilable contradiction within Dongfang Selection, but the essence of the problem is not in fans and fan circle culture.
The core of the matter is actually Dong Yuhui's growing personal IP and the company's anxiety about the gradual loss of control of the anchor.
Dong Yuhui is an anchor who has grown up at the same time as Dongfang Selection, because of the export success and sincere live broadcast style of Dong Yuhui and other anchors, Dongfang Selection has gradually set up a cultural live broadcast room personality. The relationship between Dong Yuhui and Dongfang Selection can be said to be a mutual achievement, but as Dong Yuhui's personal IP becomes bigger and bigger, the appeal of users is getting stronger and stronger.
This also means that Dongfang Selection is more dependent on the head anchor, and the platform is too dependent on the head anchor, which is not the way for the healthy development of the enterprise. Throughout the history of live streaming in recent years, ** has cultivated two major head anchors Li Jiaqi and Wei Ya, on the one hand, the head anchor's excessive right to speak is easy to cause industry monopoly, this year's Double 11 Li Jiaqi's change in word-of-mouth is because of this, on the other hand, once the head anchor has an accident, it will be a huge blow.
Previously, Wei Ya stopped broadcasting due to tax issues, and the live broadcast was also hit hard. You must know that on the morning of October 21, the day of the launch of "Double 11" in 2021, the ** anchor sales list shows that the final sales of Li Jiaqi's live broadcast reached 1065.3 billion yuan, Weiya live broadcast sales of 825.2 billion yuan, and the sales of the two of them in one day are comparable to the total GMV of the ** live broadcast on the day of "Double 11" in 2019.
In recent years, various live broadcast platforms have begun to support middle-waist anchors, vertical anchors and business self-broadcasting, so as to share the risks of the platform, and it is not difficult to see the industry trend.
And behind this turmoil, it may be about the contest of interests.
To a certain extent, Dong Yuhui's contradiction reflects the problem of uneven distribution of resources. Dong Yuhui's head anchor in front of the screen earns a lot of money and is famous and profitable, while the staff who write copywriting behind the scenes can only get the salary of ordinary people.
And Dong Yuhui and the company are more entangled in interests. Previously, a high-level person from New Oriental said in an interview with ** that Dong Yuhui's income is composed of an annual salary plus options, and the real annual salary is about several million after tax, but the options have not yet been issued, and the first batch of options is expected to be lifted in April next year.
In other words, the tens of millions of annual salaries that Sun Dongxu said before, options are the bulk of the annual salary, and once Dong Yuhui resigns before this, the options will also be abandoned. The senior also revealed that after Dong Yuhui became popular last year, an institution offered an annual income of 200 million yuan to poach Dongfang Selection, but Dong Yuhui did not agree.
A leaked chat record also shows that Yu Minhong is currently facing the problem of choosing between CEO Sun Dongxu and anchor Dong Yuhui.
With the increasingly prominent internal contradictions of Oriental Selection, its stock price has also been on a roller coaster, following the 11th**7After 13%, the share price of Oriental Selection fell by 12 on the 13th96%, today (December 15) Oriental Selection's share price continued to **, closing down 558%, and the total market capitalization dropped to 266HK$400 million, a record low since July.
Now, the impact of the incident has gradually spilled over to the internal selection company of Dongfang Selection, and the stock prices of its rival companies have ushered in "spring".
On the evening of December 14, the number of people in the Douyin live broadcast room of Gaotu Jiapin exceeded 100,000 for the first time, almost the same as the Dongfang Selection live broadcast room in the same period. According to third-party statistics, on December 14, Gaotu Jiapin rose by 4840,000, becoming the second largest number of fans on the Douyin platform on the same day, and the first place is Dong Yuhui, with 61 fans20 thousand. In the 6 days since the fermentation of the matter, Dongfang has selected more than 600,000 fans.
At the same time, the stock price of Gaotu U.S. stocks has accumulated **72 in the past 4 trading days83%, with an increase of 29 on the night of December 14 alone27%；During the same period, the stock price of Good Future's U.S. stock also accumulated **1759%, up 522%。
In the public's analysis, it seems that Dongfang Selection wants to squeeze out Dong Yuhui, although Dongfang Selection and Dong Yuhui have not responded to the resignation, but many companies have thrown olive branches to Dong Yuhui, and even netizens took the initiative to "find a home" for Dong Yuhui.
On December 12, when Chen Xiangdong, the founder and chairman of Gaotu, was live broadcasting, some netizens asked, "Can you dig Dong Yuhui over?".Chen Xiangdong replied that Dong Yuhui is not used for digging, but for love. Today, Chen Xiangdong responded again that he would not take the initiative to dig Dong Yuhui. "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 done by people', unless Dong Yuhui leaves by himself. If it is an absolute head anchor, you must give him enough treatment, just give him whatever he wants. ”
But Luo Yonghao is very supportive of Dong Yuhui's departure, "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." ”
A screenshot circulating on the Internet also shows that Liu Qiangdong's vice president of human resources has taken Liu Qiangdong's autograph to Shaanxi to recruit Dong Yuhui, and the talks are going well, and it is very likely that he will go to JD.com. JD.com has not responded to the incident. However, Dong Yuhui said: "It is not true, and I have not contacted any company at present."
Whether it is the impact on the stock price of Dongfang Selection or the feedback from the outside world, it is not difficult to see that Dong Yuhui's market value has a high degree of recognition. In the days after Dong Yuhui stopped broadcasting, the decline in the number of people in the live broadcast room of Dongfang Selection and the loss of fans also reflected that Dongfang Selection still has a lot of dependence on Dong Yuhui.
Third-party data shows that on December 14, the daily sales of Dongfang's Douyin store that sells self-operated products exceeded 62 million yuan, setting a record for the highest sales of Dongfang's self-operated products in the past two years, and the sales volume of omni-channel self-operated products exceeded 70 million yuan.
However, soon there was feedback from users in the live broadcast room, the reason why there is such a ** is mainly because the products between the anchors have been greatly reduced, "The prawns I bought in the special show before were reduced by 30, and they were reduced by 40 yesterday." ”
In order to prove that Dongfang Selection is okay without Dong Yuhui, and even exchanges ** for sales, the appearance is too ugly. "The road of Dongfang selection has narrowed. ”
Although it has reached a new high in sales, the user reputation of Dongfang Selection has declined again, and the model of Dongfang Selection, which has been taking the quality route, to exchange low prices for sales is not a long-term solution after all, and Dongfang Selection still has a long way to go.