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** 007 of the brand world
Author 007 of the brand world
In recent days, the Internet has been staging a good show appreciation of the mother-in-law (Dong Yuhui's fans) guarding Dong Yuhui!
opened the hot search, and almost half of the topic was talking about Dongfang Selection and Dong Yuhui, two partners who were once extremely compatible, but now they are standing at opposite ends.
Dongfang Selection's infighting, Dongfang Selection's CEO apologize, Dong Yuhui's suspension of broadcasting and other entries are dazzling, and this cooperation crisis originated from the live broadcast of Dongfang Selection's "Jilin Trip", entangled in who the ** propaganda copywriting came from,It triggered a multi-party debate between Dong Yuhui's fans, Dongfang Selection, Dong Yuhui and the company's management.
Such an inconspicuous little thing will actually make Dongfang Selection fall into unprecedented controversy, the incident has developed to the present, Dong Yuhui has stopped broadcasting, and Dongfang Selection has frequently come forward to express his views, but the more the water is stirred, the more muddy it becomes.
Coincidentally, on the other hand, Gree is also staging a "rip-off" drama between employees and the company, Dong Mingzhu angrily reprimanded Meng Yutong: "I just want to use the Gree platform to be an Internet celebrity."
Could it be that Meng Yutong's experience is the drama that Dong Yuhui is staging?
As thousands of mothers-in-law rushed into the Gaotu live broadcast room with the Dongfang Selection light sign, the confrontation between Dong Yuhui and Dongfang Selection was officially put in the open.
Although Dongfang Selection has repeatedly replied, it is rumored on the Internet that "Yu Minhong needs to choose between Sun Dongxu and Dong Yuhui", which is just a rumor and has not come to this point.
But as Dong Yuhui did not appear in the Dongfang Selection live broadcast room for several days, it still cast a shadow on this incident.
The introduction of Douyin is quite a farewell to the past. Changed from "used to be a teacher, now a salesperson"."Don't will, don't must, don't fix, don't me"., IP shows that he has returned to his hometown of Shaanxi.
Perhaps Dongfang Selection never expected that Dong Yuhui, who grew up on his own platform, has a strong fan stickiness, and thousands of mothers-in-law seem to be waiting in the live broadcast room every day to support and encourage, but it doesn't seem to be for the platform to follow.
The charm of fan circle culture made Dongfang Selection jump to the top live broadcast platform in a short period of time, but it also caused it to be counterattacked. For the fan circle culture, Yu Minhong saidI don't think that Dongfang Selection has a fan circle culture, and it resolutely resists the fan circle cultureFinally, I would like to reiterate my appeal to all of you to speak rationally.
But as the live broadcast room of Gaotu Jiapin was swiped by the fans of Dongfang Selection anchor Dong Yuhui, 600,000 mothers called out"The wealth sent by Dongfang Selection, you have to catch it."
The fans' "backstabbing" is calling for selection to the East, thinking that the company did not give Dong Yuhui enough respect, "good birds choose trees to perch", and the next one will be better.
Since December 9, Dongfang has selected 350,000 fans, Gaotu Jiapin has increased 440,000 fans, and Dong Yuhui's personal Douyin has increased 500,000 fans.
This controversy spontaneously provoked by fans had to arouse the attention of Dongfang Selection, and in response to the question of "why did the company treat Yuhui badly" raised by fans, Dongfang Selection Sun Dongxu responded that he was not treated badly, and not only tens of millions of people spread it on the Internet. According to online rumors, Dong Yuhui did not reach an annual salary of 10 million.
The reason why the incident was chaotic and multi-faceted was the deep-seated reason behind itThe distribution of benefits between super individuals and platforms, Dongfang Selection's repeated replies may be one of the signals of the company's dissatisfaction.
But is today's Dongfang Selection really ready to "break his wrist" Dong Yuhui?
The core of this dispute is not who the small essay comes from, but whether the idol idol that fans are concerned about is respected!
Source: Internet.
Dong Yuhui has become the golden sign of Oriental selection.
The most important reason why Dongfang Selection, which was launched at the end of 2021, was able to rapidly transform and upgrade was that Dong Yuhui of "Zhongguancun Terracotta Warriors" unexpectedly became popular, with millions of fans and sales doubling in just a few days, successfully squeezing into the ranks of the head live broadcast.
As one of the most literate super head anchors on the Internet, Dong Yuhui's existence makes the live broadcast room no longer only full of noisy voices, but also humorous language, knowledgeable and interesting, and at the same time can arouse the emotional resonance of the audience, and he is the "best son-in-law" in the hearts of thousands of mother-in-law fans.
In the final analysis, today's delivery platform "volume" has become a mess, and the reason why consumers choose to come to the live broadcast room is that a large part of the group is because of the charm of the anchor, and the head anchor is a stepping stone, and the same is trueThe most core asset, Can the IP that has grown up with all the effort to break it off?
Industry insiders saidDong Yuhui's cargo volume accounts for 50% of Dongfang Selection, which can definitely be regarded as half of the company's live broadcast sector, is also the absolute top stream on the whole network, and the topics surrounding it have not lacked heat, so what Dong Yuhui needs to suffer is not a simple "labor pain".
Source: The Paper.
According to the 23-year financial report of Oriental Selection, from June 1 last year to May 31 this year, Oriental Selection's annual net revenue was 4.5 billion yuan, an increase of 651% year-on-year, and a net profit of 971.3 billion yuan, to achieve a turnaround.
Source: Bailu**.
Yu Minhong also sighed that he lost a Dong Yuhui!
Therefore, when there is a crack in the relationship between the two sides, Dongfang Selection not only has a lot of doors in the live broadcast room, but even the stock price has a big **.
As a competitor's Gaotu, he praised Dong Yuhui as a flower, and even began to thank competitors for their gifts in the face of sudden traffic.
The contradictory dilemma between Dong Yuhui and Dongfang Selection, just like the relationship between Meng Yutong and Gree, Li Ziqi and Weinian, Li Jiaqi and beauty brands, can be well gathered, but it is difficult to disperse.
On December 13, Dong Mingzhu mentioned Meng Yutong again at the induction ceremony of the 2023 college students of Gree Electric, saying that he was unsatisfactory at work and only wanted to use the Gree platform to become an Internet celebrity.
For a time,Dong Mingzhu angrily reprimanded Meng YutongThe topic detonated the hot search on Weibo.
This "serial" of "I am a secretary next to the boss" has not ended, and since the two sides broke up, Dong Mingzhu does not seem to be completely relieved, and does not think that the two are mutually perfect, but more of an accusation that Meng Yutong only wants to use the company as a springboard.
After leaving Gree, Meng Yutong posted his speech at Tsinghua University on his personal social ** account, with the text: "I am eager for wind and waves, and I am also ready to be reborn." ”
Source: Internet.
This show of Internet celebrity employees and top 100 companies is regarded as the direction of Dong Yuhui's future road.
The relationship between the super individual and the company's platform has never been simple, I am afraid that you are not popular, and I am afraid that you are too popular!
Similar to the contradiction between Li Ziqi Zeng and Wei Nian, personal IP has been formed, with chips and the right to speak, it also has the confidence to resist, and if the platform does not pay attention to it, it is likely to go into a situation of breaking up.
For Dongfang Selection, are you really ready to decouple Dong Yuhui?
Just like Li Jiaqi is to beauty brands such as beauty wrists, once there is no overdrive, he will randomly fall into the swamp of sales stagnation, even if Li Jiaqi is deeply involved in the "** expensive" turmoil, "all girls" still buy his account.
The influence of "super head" on the company is self-evident, and there is even a view that the Jingdong platform lacks talents like Dong Yuhui, which once again proves the scarcity of the super head and the help to the company's platform.
Judging from the reactions of competitors such as Gaotu, Dongfang Selection was not ready to leave Dong Yuhui. For Dong Yuhui, he has not fully formed his own brand, and perhaps the two have not broken up decently.
Looking back at this incident, the game between super-individuals and companies is still ongoing.
It is still unknown whether Dongfang Selection will be like Gree, where a strong man will break his wrist and send away the IP he has worked so hard to build, so as to adjust his strategy and create a new generation of "Internet celebrity employees".
However, the fermentation of this incident has repeatedly attracted a lot of heat, which has affected Dongfang Xuan and Dong Yuhui, and the two sides have also reached the moment of "roundtable negotiations".
Regardless of the purpose of the incident, the current public relations methods and handling methods are poor.
If it ends in this way, it may be a situation that neither side wants to see.
As for what Dong Yuhui is standing behind him, who cares?Ladies and gentlemen, what do you think?Everyone is welcome to discuss and exchange in the message area
Salary Yuetong