Wenjing Guantai, Qiu Tianyi, Xie Zhongxiu.After the "small composition" turmoil, Dong Yuhui is about to appear in the live broadcast room of Oriental Selection for the first time.Editor丨Xie Zhongxiu.
At 23:46 on the evening of December 17th, the Douyin account of Oriental Selection released a live broadcast preview: From 20:00 to 22:00 on December 18th, Yu Minhong and Dong Yuhui, the founders of New Oriental, will appear in the live broadcast room of Oriental Selection at the same time.
At the same time, Jingguantai also noticed that Dong Yuhui was "promoted".
According to the poster of the live broadcast of Oriental Selection on December 18, Dong Yuhui's identity has become "Senior Partner of Oriental Selection". In the warm-up of the previous Oriental Selection Jilin Tour on December 6, Dong Yuhui's introduction was also "Oriental Selection Anchor".
In the comment area of the live broadcast preview on December 18, a user pointed out, "Senior partner, that is, VP, vice president level, equity and options, is one of the company's shareholders and bosses, and is no longer a worker." Congratulations. ”
There are also doubts that Oriental Selection (01797HK) as a listed company has not issued an announcement on this arrangement, and the substantive conditions such as the proportion of shares have not been announced.
But in any case, the identity of "senior partner" seems to have reflected the sincerity of Dongfang Selection.
This is also a choice made cautiously by Dongfang Selection. At around 22:00 on the evening of December 17th, in the live broadcast room of Dongfang Selection, when an audience asked about the live broadcast preview, the anchor said that the live broadcast preview has not yet been decided and has been being revised.
On December 6, Dongfang Selection's comment on "Who is the hand of the small composition" developed into a ** turmoil with the end of all parties.
Until December 16, Yu Minhong and Dong Yuhui appeared in Yu Minhong's personal Douyin live broadcast room together to respond to everything about the "small composition" turmoil. The turmoil has subsided temporarily.
Subsequently, Dongfang Selection's handling of CEO Sun Dongxu also had an official seal.
On December 17, Oriental Selection issued an announcement on the Hong Kong Stock Exchange, stating that in view of the recent turmoil, Mr. Sun's position change reflects his recent mismanagement of the company's brand and reputation. On 16 December 2023, it was resolved to remove Mr. Sun Dongxu from the position of Chief Executive Officer of the Company and remove him as an Executive Director of the Company with immediate effect.
But there is also a lot of discontent and speculation on all sides.
For example, in the live broadcast of Dong Yuhui and Yu Minhong on December 16, Dong Yuhui said that there is a high probability that he will continue to select in the East, and he does not want to become a seller anchor. However, some viewers thought that Yu Minhong only talked about commitments, but did not talk about specific treatment and other issues.
On December 17, the live broadcast room of Dongfang Selection resumed live broadcast, but Dong Yuhui did not appear. In the live broadcast room, there are also many comments asking "what about Dong Yuhui" and "when will Yuhui broadcast". At the same time, a comment explained, "Dong Yuhui will not broadcast today." ”
Now, the live broadcast preview of Oriental Selection, as well as Dong Yuhui's identity as a "senior partner of Oriental Selection", may draw a satisfactory end to this turmoil.
But leaving Dong Yuhui behind, will there be a smooth road ahead of Dongfang Selection?Not necessarily.
The turmoil caused by "who is the hand of Dongfang selection anchor Dong Yuhui's small composition" has been in trouble for more than ten days.
On December 5, Dongfang Selection released a warm-up on its Douyin account for the upcoming Dongfang Selection Jilin Tour, which will start from December 8th to 10th**.
The next day, his account was pinned with a comment sent by Dongfang Selection, "Some netizens are curious about who the copywriting came from?."We're a team!Every time a small composition is made, the anchor is in front of the camera, and behind it are the friends of the copywriting team, shooting team, and editing team. ”
On December 17, Jingguantai saw on the Douyin account of Dongfang Selection that the ** that caused the dispute was gone. But under the other **, there are also users who posted ** and screenshots of comments.
If the incident stops here, it's just a simple working explanation. But after that, he also replied to netizens twice, "The anchor sometimes writes ......."So most of them are indeed written by the copywriting team. And "Mr. Yu is floating outside every day, and he really doesn't know the details of the business." ”
After that, on December 10, Dong Yuhui, who was originally scheduled to broadcast live from 15:30 to 18:30 in the afternoon, did not appear in the live broadcast room on time. On December 12, Sun Dongxu, then CEO of Dongfang Selection, dropped his mobile phone in the live broadcast room, and said that Dong Yuhui's annual salary was more than tens of millions of yuan as reported on the Internet, which pushed the incident to a climax.
There was a lot of discussion for a while.
Xiao Tian has been watching this matter from the beginning, and also raised her doubts, "I also work part-time, and it is impossible to go crazy in the comment area because of personal grievances, unless this is led by Mr. Dong or someone authorized to do this." Otherwise, as one, he doesn't have so much power, unless he doesn't want to do it himself, he wants to go crazy and vent. ”
* Also began to move in an uncontrollable direction.
Dong Yuhui's "mothers-in-law" have left the arena one after another, either speaking out in the live broadcast room, or rushing to the "competition" Gaotu live broadcast room. They said, "Because Dong Yuhui came to the Gaotu live broadcast room." Or, "You and I have no chance, it all depends on Dong Yuhui." ”
Under the mother-in-law's rebellion, the number of live broadcast rooms and fans selected by Dongfang also declined rapidly.
According to upstream news statistics, as of 14:00 pm on December 16, the number of Douyin fans of "Oriental Selection" has increased from 3108 on the 12th60,000 fell to 285570,000, more than 2.5 million fans in 4 days. At the same time, Dong Yuhui's personal account has been since 1306 on the 12th60,000 skyrocketed to 182410,000, an increase of more than 5 million.
As of 23:30 on December 17, the number of fans of Dongfang Selection's Douyin account was 287820,000, and the number of fans of Dong Yuhui's personal account is 211560,000, the volume is further close.
Dongfang Selection's share price is also fluctuating. The data shows that since December 8, the share price of Dongfang Selection has continued to be **. By December 15, it was reported at 2625 Hong Kong dollars, the stock price has accumulated **21 in the past 5 trading days99%。
In the face of losses, Dongfang Selection is also trying to save the situation.
On December 13, Dong Yuhui issued a long article explaining the incident. On December 14, Yu Minhong issued a statement on this, and Sun Dongxu also apologized on the evening of the same day.
But it wasn't until December 16 that Dongfang Selection announced on its Douyin account that Sun Dongxu would be removed from Dongfang Selection's position as executive director and CEO. On the evening of the same day, Dong Yuhui and Yu Minhong appeared in Yu Minhong's Douyin live broadcast room, and the matter came to an end.
When Dongfang selected the Douyin account to announce the dismissal of Sun Dongxu, there was a message of "mother-in-law"** and said, "It's really cool." With a monthly salary of a few thousand yuan and a melon of a person with an annual salary of tens of millions of yuan, he still has to stand in line. But this is not to support a person, to support the only remaining intellectual value and the only remaining 'intellectual decency'. ”
It's been planned for a long time?Behind the turmoil, there are also voices pointing out that Dongfang's selection of "de-Dong Yuhui" has long been planned.
At the end of 2021, New Oriental transformed into live streaming and launched the live streaming platform "Oriental Selection". But it wasn't until June 2022 that Dong Yuhui's live broadcast full of humanistic connotations became popular overnight, and it didn't get more attention for the Dongfang Selection live broadcast room.
The data shows that in the days when Dong Yuhui broadcast live, Dongfang Selection increased its fans by nearly 5 million, with an average sales of 134770,000 yuan.
In addition, according to the statistics of Haitong International**, from August to December 2022, Dong Yuhui played a significant role in the number of times and GMV of Dongfang Selection. By March 2023, the average number of live broadcasts of Dong Yuhui will be 9.5 million, an increase of 316%；The average GMV was 17.45 million yuan, with a growth rate of 358%, which is significantly higher than Dong Yuhui's GMV on the day of the live broadcast.
Until now, many viewers of Oriental Selection said, "I was moved by Dong Yuhui's words." ”
However, the personal IP style is outstanding, and it is also a "double-edged sword" for live broadcast e-commerce companies.
Judging from the trend of the live broadcast industry in recent years, de-personal IP has become an industry trend. After all, for live broadcast e-commerce companies, having a strong personal IP can indeed play a huge role in attracting fans and traffic, which can be called "gold sales", but there are also risks in too strong personal IP attributes.
For example, when a friend company fails to seek listing for the first time, there is a market view that it is because personal IP as a goodwill asset is not stable for a listed company.
This is also a common problem faced by most MCN institutions when seeking capitalization.
After that, he made a friend and untied Luo Yonghao, and successfully went public through the backdoor, and also signed a large number of anchors at the same time, cultivating his own anchor matrix.
In addition, if the big anchor and the company are too deep, then the risk of backlash due to the big anchor will also be greater. A slip of the tongue or an abrupt resignation can cause irreparable damage to the company.
As a result, some analysts pointed out that the "de-Dong Yuhui" of Dongfang Selection has already begun.
For example, in terms of live broadcast time, some reports pointed out that in November 2022, some people found that Dong Yuhui's live broadcast time was getting less and less, and he withdrew from the ** time of 19:00-22:00 in the live broadcast room.
In addition, in January 2023, Dong Yuhui was not mentioned in the year-end review of Oriental SelectionIn September, about 2,000 accounts with Dong Yuhui's avatar and name suddenly appeared in Dongfang's "slice and delivery", but Dong Yuhui said in the live broadcast that he had not received the company's authorization notice, and reminded everyone not to be fooled.
In order to avoid over-reliance on a single head anchor, anchor matrixing is also the next development direction of the industry.
In this turmoil, Dongfang Selection mentioned in its response that the recent crisis has also exposed the conflict between Dongfang Selection's two models: the Internet celebrity model and the product route. Among the two models, Dongfang Selection said that sticking to the product route is the best choice to respond to doubts.
In other words, the company doesn't want to rely on big streamers all the time.
Under Dongfang Selection, in addition to Dong Yuhui, it has also cultivated some well-known anchors including Shi Ming, Dunton, Yoyo, Xiaoqi, etc.
It's just that compared to unbinding the head anchor, it is not easy to cultivate a new head anchor. Today's Oriental Selection, I'm afraid it's not ready to lose the head anchor.
Internet analyst Ding Daoshi bluntly said: "Which of China's several leading MCNs is not a strengthened personal IP. Without creating personal IP, it is difficult for the company to become the head of the industry. Why should we abandon our superior resources and turn to an uncertain future?It is better to strengthen personal IP, learn more Xi avoid overturning. ”
It's not easy to strip off the top streamers.
The current Dongfang selection, anyone can leave, but Dong Yuhui can't. The struggle and controversy between these two sides is not right or wrong or this kind of competition between the old and new forces, but the key to the survival of this company. Dongfang Selection is a company that is praised by consumers, consumers will decide the life and death of this company, and for consumers, Dong Yuhui must be more important. Ding Daoshi pointed out.
What is the road ahead?From the current point of view, the turmoil has come to an end for the time being. Dong Yuhui won the position of "senior partner" and is about to appear in the live broadcast.
Earlier on December 17, the entry "Oriental Selection resumes live broadcast and ranks first in the overall list of goods" also rushed to the hot search on Weibo.
But the turmoil seems to be only superficially calm.
For Sun Dongxu, a key figure in the turmoil, although Dongfang Selection has issued an announcement to remove him. But in the live broadcast on December 16, Yu Minhong also said, "Although Xiao Sun has stepped down from his position, he will still continue to contribute to Dongfang Selection in other positions." ”
And even if Dong Yuhui is left as the trump card, it is difficult to say that it is a smooth road to meet the selection of Dongfang.
Oriental Selection's latest financial report is the 2023 fiscal year report released on August 25, 2023 (year ended May 31, 2023). According to the financial report data, in fiscal year 2023, Dongfang Selection's revenue from continuing operations will be 45100 million yuan, a year-on-year increase of 651%.
Among them, the live broadcast business has contributed a lot. According to Dongfang Selection's 2023 fiscal year annual report, the GMV of the live broadcast e-commerce business in fiscal year 2023 will reach 10 billion yuan.
However, the competition in the live broadcast e-commerce industry is also becoming increasingly fierce. Moreover, in addition to relying too much on a single IP, Dongfang Selection also has the trouble of relying too much on a single channel of Douyin.
In the 2023 fiscal year annual report, Dongfang Selection bluntly said that GMVs from Douyin account for the vast majority of its live e-commerce GMVs. In FY2023, the total number of paid orders for third-party products and self-operated products on Douyin was 13.6 billion orders.
Perhaps it is precisely because of this that Dongfang Selection decided to "fly solo", launched the independent app "Dongfang Selection", and launched it on the "Dongfang Selection" APP.
It's just that flying solo is not that easy.
Now, the "small composition turmoil" has put the drawbacks of Dongfang Selection too much on Dong Yuhui's single IP on the bright side. Dongfang Selection's road to bringing goods is still good, and it is still doubtful whether capital will continue to be optimistic.
In order to "walk on multiple legs", at present, Dongfang Selection has taken a fancy to cultural tourism in addition to live broadcasting.
A month after Dongfang Selection divested its education business, the company's own app launched cultural tourism products, which were broadcast live in Sanya, Lijiang and Jilin.
At the end of 2022, Oriental Selection quietly launched the "Oriental Selection to See the World" account. On July 21, 2023, New Oriental also released a new development directionNew Oriental Cultural Tourism!As mentioned in the article, New Oriental will focus on the three major areas of operation education, life and cultural tourism.
Yu Minhong also said: "I do cultural tourism because I want to play and like to travel." Maybe in the process of playing, cultural tourism will be done. ”
At present, with the ability to bring goods, Dongfang Selection has also achieved certain results in cultural tourism.
According to the data, on December 10 alone, the sales of Dongfang Selection's cultural tourism products reached 16 million yuan, far exceeding expectations. At the same time, Oriental Selection revealed that more than 100 hospitality companies have reached cooperation with it and will launch cultural tourism products such as tourism**, attraction tickets and hotels on the APP.
Oriental Selection also has greater ambitions.
Sun Dongxu, the CEO at the time, once said: "I hope that Dongfang will select the future of product technology companies on the left hand and cultural communication companies on the right hand." ”
But the "small essay storm" has made waves. Oriental selection will also receive more attention and questioning.
All this is only a temporary subsidence. Xiaoyang, a group of people who eat melons on the Internet, sighed, "Dong Yuhui seems to have stayed in Dongfang Selection, but his relationship with his colleagues and leaders is more subtle, and he is on fire;For Dongfang Selection, it seems that the situation has been stabilized temporarily, but it is a matter of time before Dong Yuhui goes to Dong Yuhui, and it also exposes the company's strategic goals. ”
Now, the turmoil has come to an end. Under the live broadcast preview on December 18, there are also comments that say, "From 8 to 10 o'clock tonight, I think it should be the live broadcast room with the most people at the same time in the history of Douyin sales!."”
However, it may be difficult to conclude whether the future of Dongfang Selection is a smooth road.
Reference: Oriental Selection, the "New Catfish" of the Cultural Tourism Industry?>> Interesting Business Solution;
After the curve is listed", who will hold up half the sky of "making a friend"?* Times.
Xiao Tian and Xiao Yang are pseudonyms in the article.