Visual China.
Text |Kanjian Finance.Dong Yuhui's promotion and salary increase did not put an end to this "small composition" turmoil.
A situation of losing more is taking shape.
On the evening of December 22, Dongfang Selection announced that on December 22, Sun Dongxu had resigned as a non-executive director of the company, effective immediately.
At the same time, the announcement also said that Sun Dongxu's resignation was due to the recent turmoil and his poor management of the company's brand and reputation.
This means that Sun Dongxu will be one step ahead of Dong Yuhui and leave the management sequence of Dongfang Selection. The board of directors of Dongfang Selection also believes that Sun Dongxu's resignation will be able to better safeguard the interests of the company's shareholders.
Dongfang Selection further stated that Sun Dongxu and the board of directors did not have any differences of opinion, nor did they make any claims to the company, which shows that Sun Dongxu's resignation was completely based on his personal wishes.
Coming to this point, it is a multi-lose game for Dongfang Selection, Yu Minhong, Sun Dongxu and Dong Yuhui, so since they have lost more, why did Dongfang Selection and the board of directors not make a prediction in advance, and let this kind of thing happen?Has the management of Dongfang Selection assessed the impact of Dong Yuhui on the company?
We believe that the occurrence of the "small composition" incident is purely accidental, but the result is inevitable. From the perspective of a listed company, it is obviously unrealistic to keep the fate of the enterprise tightly with the individual, so "going to Dong Yuhui" is an inevitable action.
However, as a live broadcast company, it cannot restrict individual anchors like the previous management methods of the education and training industry, and the Dongfang Selection, which is in the successful transformation of the company, and the management obviously did not fully realize the impact of the anchor, so they made a wrong prediction, which led to the intensification of the incident, so that it could not end.
Of course, this matter will not end with Sun Dongxu's resignation as a non-executive director, nor will it let the incident settle down because Dong Yuhui was promoted, and the incident will eventually be reflected in the stock price.
According to the data, after a short period of **, the share price of Dongfang Selection began to continue**. After this incident, Dongfang Selection can be regarded as completely opening Pandora's box, and the development of events will become completely uncontrollable.
On December 16, a personnel appointment and dismissal of Dongfang Selection drew a comma to this turmoil.
Yu Minhong's "thunder method" obviously temporarily calmed the anger of Dong Yuhui's fans. However, the incident did not end because of Yu Minhong's choice.
In the live broadcast on the 16th, Yu Minhong promised that "Dong Yuhui will definitely have the right to speak in the future", and revealed that a ** adjustment will be launched soon, including the treatment of all anchors on the platform.
On December 18, Dong Yuhui had a new identity, he was not only promoted to "Oriental Selection Senior Partner", but also became the cultural assistant to the chairman of New Oriental Group, and concurrently served as the vice president of New Oriental Cultural Tourism.
In addition, Dongfang Selection will also set up an independent studio for Dong Yuhui to further do the promotion of cultural tourism and culture that he is good at.
The income generated by Dong Yuhui's new platform will also be included in Dongfang Selection. The new studio will also be 100% owned by Oriental Selection.
After solving the problems faced by Dongfang Selection, Dong Yuhui also announced that he would take a vacation for about a month.
Kanjian Finance believes that Yu Minhong's handling is more like a means of crisis public relations, and the essence is still to promote "de-Dong Yuhui", and it is still being implemented unswervingly.
First of all, Dong Yuhui, as a big IP, is rare and difficult to replicate for Dongfang Selection. Therefore, in the rise of Oriental Selection, Dong Yuhui's role is decisive. However, as a listed company, it is too tightly bound to individuals, and the risks must be huge, so "de-Dong Yuhui" has become a necessary action in the transformation.
Secondly, for Dongfang Selection, how to "go to Dong Yuhui"?When to go?It's a puzzle. Judging from Dongfang Selection and Sun Dongxu's practice at that time, the method he chose was to reduce the number of live broadcasts and support new anchors.
But the embarrassing thing is that Dongfang Selection is not an MCN company, nor is it an education and training company, which is a very wrenched thing in the company's positioning.
In the end, Dongfang Selection and Yu Minhong did not realize the true value of Dong Yuhui, according to the same type of companies in the market, Dong Yuhui's personal IP value is at least more than 10 billion yuan, but it is obvious that the management of Dongfang Selection did not think so, which eventually led to the formation of a lose-lose situation.
For a company that started with personal IP, a good image can be infinitely amplified, and a bad influence can also be infinitely amplified.
Since Sun Dongxu dropped his mobile phone and held a meeting with fans, the internal management problems of Dongfang Selection have been infinitely magnified, and this rift and defect are destined to be difficult to bridge.
The first to bear the brunt is Sun Dongxu himself.
In fact, when the incident happened, Sun Dongxu's ending was not difficult to guess. First of all, he cashed out at a high level in February this year, and was once again in the public eye.
2.The arbitrage behavior of 1.7 billion Hong Kong dollars was naturally regarded as a "target" by the public, and it became a mistake to put it on the opposite side of the workplace workers.
Obviously, the general public can't empathize with Sun Dongxu, and Dong Yuhui's experience makes most people think of their workplace encounters, so they naturally stand on Dong Yuhui's side. Therefore, as things evolved, in order to calm the anger, it was reasonable for Sun Dongxu to be dismissed.
Of course, Yu Minhong obviously has a balance and consideration in dealing with Sun Dongxu, such as making him a non-executive director and reusing it in the future, etc., but it is clear that as a qualified professional, this middle-of-the-road approach is completely inapplicable to a middle-aged person with ideals.
For Sun Dongxu, he has now broken away from the category of ordinary part-time jobs, and the shareholding selected in Dongfang is enough for him to live a very prosperous life in the future, so from this dimension, resigning and starting a business is the best option. Therefore, we are more inclined to Sun Dongxu to start a business alone in the future.
From this point of view, Sun Dongxu's resignation as a non-executive director of Dongfang Selection becomes understandable. If you resign, you may be able to cash out one after another.
For Dong Yuhui, there is a high probability that he will still leave Dongfang Selection in the future, the reason is that as a big IP, although Yu Minhong has given good compensation, it still does not meet the value he can create, and with the deepening of his understanding of the industry in the future, it is nothing more than a matter of time before he leaves.
For Dongfang Selection, as the process of de-heading continues, the final impact will be reflected in the stock price, and with the passage of time, the pricing of capital for Dongfang Selection will also return to rationality, and Dongfang Selection will be the same as general industry companies, so this is a relatively bad decision.
But regardless of the remedy, the established rift has been formed, Yu Minhong and Dongfang Selection have made a choice, and the future market will give them the fairest feedback according to the established track.