WeChat***Chop pepper spicy (ID: ylwanjia), Author: Not empty, the title picture comes from: Visual China Clock back to 2022, at that time, Dong Yuhui and Sun Dongxu, CEO of Dongfang Selection, were still good brothers in trouble.
Before the bilingual live broadcast with goods became popular, Dong Yuhui thought about giving up many times. He has no talent, no outstanding appearance, an ordinary face was scrutinized in front of the live camera, and he had no choice but to laugh at himself as "Zhongguancun Jay Chou". After staying in the live broadcast room for half a year, the results are not impressive, Dong Yuhui sighed after becoming popular, "Once the number of people in the live broadcast room exceeds 3,000 before, we will be happy for a long time." ”
In a hurry, Sun Dongxu led the team to meditate hard for him and hold a meeting to plan, which can be described as exhausting tricks. From Dong Yuhui's bold and surprising style in the early days, we can also get a glimpse of one or two, Tianzhu Girl's imitation filming and drama interpretation. But none of these efforts made waves.
The disheartened Dong Yuhui wanted to give up for a while, and even applied for resignation. At this time, Sun Dongxu's retention changed his mind, and even affected his life trajectory after that. Dong Yuhui recalled that important turning point in interviews many times, "He (Sun Dongxu) said to me that when you don't know what's the use, all you have to do is believe in each other, rely on each other, keep each other warm, and we will always find a way out." ”
Dong Yuhui stayed, and finally achieved a new legend of live broadcasting.
The story of the troubled brothers fighting together is like a piece of chocolate wrapped in idealism, although the entrance is bitter, but it finally welcomes a sweet ending. However, the follow-up development took a sharp turn, and the realistic and skinny plots continued to be staged.
In the past few days, Dongfang Selection and Dong Yuhui have stood on the top spot, and with a "small composition" as the lead, they have staged a copyright dispute, fan circle culture, annual salary Rashomon, and senior executives, and even Luo Yonghao also stood up to support Dong Yuhui to stand on his own.
The latest developments in this incident are also quite delicate. On the one hand, Sun Dongxu, who dropped his mobile phone in the live broadcast room, scolded the rice circle, and exploded his salary, began to take the initiative to admit his mistakes for the live broadcast remarks, but he did not let him go easily, on the night of his apology, Sun Dongxu This year, New Oriental cashed out more than 200 million entries on the hot search topic list.
On the other hand, Dong Yuhui, one of the parties, has become a "** person", and there is no figure of this top anchor in the live broadcast poster of Dongfang Selection in the next three days, and it is unknown whether the motivation behind this adjustment is active or passive. Chop Jiao noticed that Dongfang Selection's Douyin account also deleted a large number of Dong Yuhui's content.
As a result, a drama of the company's infighting forcing the head anchor to retire was rendered by Dong Yuhui's fans, who looked at this incident with the mentality of a worker, and combined with the current hit drama "News Queen", it pointed out that Dong Yuhui, who has outstanding ability, was suppressed by the high-level. At this time, Dong Yuhui, who chose to respond silently, seemed to be hiding his grievances, and was hyped up under the emotional coercion of the Internet.
The fans who can't wait to charge for Dong Yuhui also take the form of large-scale data operations, forming a cohesive force through customs control and data anti-blackness, driving public sentiment and attitude. Career fans poured into the same type of live broadcast room, taking the initiative to find a job for him, among them, Gaotu Jiapin has dividends, as of press time, its number of fans has increased from 31 on December 990,000 directly broke through the million mark.
The data is on the list, abusing fans and purifying, Dong Yuhui's fan ecology seems to be the same as that of traffic stars. However, such a large-scale and organized fan circle culture has long been out of control, and in the ** whirlpool, the differences between Dong Yuhui and Dongfang Selection have been moved to the front of the stage, and the situation continues to get out of control.
There are many overhead anchors, why did Dong Yuhui attract the "battle in the rice circle"?
In the turmoil of Dongfang Selection and Dong Yuhui, the classic discourse often used in the entertainment field - fan circle culture has been mentioned by many parties.
Fanquan culture is a variant of star-chasing behavior. Out of love and worship for idols, fans spontaneously form a circle of interest, and maintain all the behaviors of idols in an organized and disciplined manner, and even take irrational behaviors such as support, online control, and trampling. Fanquan culture comes from the entertainment field, but it has spread its tentacles to various circles such as sports and giant pandas.
Sun Dongxu's live broadcast made the fan circle culture really ferment in this incident, he first bound this concept quoted from ** report to "irrationality" and "rhythm", and even bluntly said that Dongfang Selection opposes the fan circle culture. At the end of the live broadcast, he said that Dong Yuhui will also make a statement against the fan circle culture. Sun Dongxu's tough attitude and groundless accusations made fans rise up, and many passers-by were also offended.
Late that night, Dong Yuhui responded with a thousand-word long article. Regarding the fan circle culture, he first maintained a united front with Sun Dongxu and clearly opposed the fan circle culture. However, Dong Yuhui's attitude is not the same as Sun Dongxu's, he said that he opposes stigmatizing anyone with ulterior motives in the name of "fan circle". In his view, consumers should be treated equally, and should not be charged with trumped-up crimes.
Source: @董宇辉抖音.
Dong Yuhui's simple words played an ingenious role in shifting thousands of pounds. For his fans, Dong Yuhui's recognition is a two-way emotional run, which once again ignites their fighting spirit. As far as live broadcast consumers are concerned, Dong Yuhui's decent response also added a lot of goodwill. After Dong Yuhui responded, the wind direction naturally fell to his side.
After two days of fermentation, Yu Minhong, the head of the Oriental Selection Patriarch, finally stood up. In the "firefighting" statement, he specifically mentioned the fan circle culture. In this regard, his attitude is gentle and tactful. He said that there is no fan circle culture in Dongfang Selection, only netizens and fans who like Dongfang Selection, and they deliberately calm the turmoil between words.
Source: @俞敏洪抖音.
Since the development of the incident, the cause and trend are inseparable from Dong Yuhui's fans. In fact, this is the first case of cultural controversy in the fan circle that occurred in the field of live broadcasting, and the impact and radiation are far greater than before.
If you want to analyze the fan circle culture, you must understand the characteristics of its fan group. is different from Li Jiaqi's live broadcast room, which holds the right to low prices, Dong Yuhui's out-of-the-circle live broadcast is mostly emotional. In Dong Yuhui's live broadcast room, he will not shout the link passionately, but talk about poetry and distance, tell the life story of his personal experience, and talk about Nietzsche, "The Moon and Sixpence".
Under the carving of live broadcasts and interviews, Dong Yuhui's character is already clear, such a model example from a rural background, although he has repeatedly encountered adversity, but has a hill and a valley in his heart.
Source: @董宇辉抖音.
Li Jiaqi captured young female users aged 20-30 with strong spending power with lipsticks, and then, he further relied on his deep accumulation in the field of makeup and skin care, breaking through from first- and second-tier cities, and his tentacles continued to spread downward.
Unlike Li Jiaqi, under the packaging of knowledge live broadcast, Dong Yuhui's fans are obviously polarized.
On the one hand, a large number of mothers and aunts over the age of 30 came into contact with Dong Yuhui by helping their children learn Xi, and they went to the live broadcast room to listen to lectures and learn Xi parenting knowledge, and they were constantly impressed by his charm in the process. Eventually, this emotion evolved into a frenzied pursuit and attention.
On the other hand, the identity of the former English teacher has also gained a group of young female fans in third- and fourth-tier cities for Dong Yuhui, who are attracted by Dong Yuhui's growth sentences, and this emotion continues to accumulate and strengthen, turning into a deep admiration for the teacher.
Compared with Li Jiaqi, a girl who seeks low-cost and good things, Dong Yuhui's unique fandom makes it easier for him to go to the extreme when screening and distinguishing information, and his circle also reflects completely different characteristics.
First of all, Dong Yuhui's fans showed strong exclusivity, which stemmed from concerns about Dong Yuhui's status.
Specifically, once fans perceive that other anchors may shake Dong Yuhui's status, they will attack them by means of trampling and expulsion. Dong Yuhui's partners and partners will also be scrutinized by fans, and once there is a mistake or dissatisfaction with it, there is a danger of triggering a scolding war.
Shi Ming, the anchor who once shared hardships with Dong Yuhui, was once scolded by Dong Yuhui's fans and temporarily went off the air. At the beginning of this year, during Dong Yuhui's vacation and suspension of broadcasting, fans called Dong Yuhui on the screen in the Dongfang Selection live broadcast room, and on the other hand, they continued to attack the anchor, affecting the normal progress of the live broadcast. After a small number of fans snorted the CP of Yoyo and Dong Yuhui, some Dong Yuhui fans began to angrily scold Yoyo for being "scheming".
Source: Douyin.
In fact, from the perspective of live broadcast ecology, in a single live broadcast room, the anchor and the assistant broadcaster are complementary to each other, and for a company, the development of multiple anchors is also the only way for mature operation. Li Jiaqi has cultivated a fashion and beauty assistant broadcast group, and Qianxun has successively incubated live broadcast rooms such as "Bee Surprise Club", "Bee Joy Club" and "Bee Wish Club".
Fans' dissatisfaction with the assistant broadcast did not only happen in Dong Yuhui's live broadcast room. Li Jiaqi's former assistant Fu Peng clearly expressed his dissatisfaction with Li Jiaqi because of the insults from fans in the live broadcast room. In the early stage, Li Jiaqi also did not say a word for fear of losing fans, but as the situation intensified, Li Jiaqi clearly reminded fans to pay attention to rational speech in the live broadcast room.
Regarding the fanatical behavior of fans, Dong Yuhui did not have a clear blocking attitude in the live broadcast room, but attributed the behavior of fans to "the love and love of fans", and his slightly conniving attitude made fans more and more arrogant.
Secondly, treat Dong Yuhui, a full-score "son-in-law", and "mother-in-law" do not look at the facts, do not seek right or wrong, and will only give unconditional support.
In the fermentation process of the "Little Composition" incident, in order to protect Dong Yuhui, the spearhead of fan controversy is constantly changing. At first, Dong Yuhui's fans insisted that the outstanding copywriting was all from Dong Yuhui's own hands, and Dong Yuhui also hinted at the dominance of content creation in the live broadcast. Fans attacked en masse on the grounds of "lying".
After Dong Yuhui responded and admitted that the copywriting team was involved, fans adjusted their words again, refuted them with an arrogant attitude and provoked disputes. After the incident was reversed several times, fans pointed the finger at the theory of executive suppression, prompting the matter to continue to ferment.
Fans will also pick up clues from Dong Yuhui's behavior and judge the situation. In this incident, Dong Yuhui temporarily decided not to broadcast before the live broadcast, which added another fire to the fans, and affirmed the speculation that Dong Yuhui was bullied by the top in the hearts of fans.
Li Ziqi, Li Jiaqi, Simba and other super-head anchors are often involved in negative public opinion, taking Li Ziqi as an example, although her quiet and leisurely pastoral life seems comfortable, but it has also been questioned, and many users think that it is too idealistic and simplistic, and launched attacks on the Internet. But there has never been a large-scale, organized counterattack by its fan base.
Finally, in the first battles again and again, Dong Yuhui's fans also showed a well-organized and orderly organization.
In line with the theme of fully defending idols, Dong Yuhui's fans have carried out control at all stages such as publicity, anti-black, and control and evaluation. Fans will conduct in-depth research on the weight of Weibo and the impact of likes, reading, topic dissemination and other behaviors, and then conduct large-scale field guidance. This kind of means of starting from data to maintain the image of idols is no different from the ecology of traffic stars.
Source: Dong Yuhui's Weibo super talk.
After the outbreak of the small composition incident, fans began to shut down the live broadcast room of Dongfang Selection, and then poured into the live broadcast room of Gaotu Jiapin on a large scale to express their attitude. This form of stopping purchases and canceling followers to help Dong Yuhui fight for resources is the same logic as the competition for resources by traffic star fans. It can be said thatDong Yuhui's fans perfectly reproduce the fan circle gameplay of traffic stars and apply it to Dong Yuhui
Fans who are large-scale, organized, and familiar with the gameplay of the game are becoming more and more difficult to appease, and they have long been beyond the control of Yu Minhong and Sun Dongxu. Dong Yuhui's "mothers-in-law" obviously have an attitude of not giving up until they reach their goal this time, which is one of the reasons why this war has not been extinguished for a long time. This unprecedented fan circle battle in the live broadcast circle pushed Dongfang Selection and Dong Yuhui to the position where decisions must be made.
Once helped to "create gods", and now let go of "witch hunting", why did Dongfang Selection's attitude change greatly?
In fact,Oriental Selection is not only a booster of the fan circle culture, but also a vested interest in it.
On the same day that the Jilin Xingxiao essay incident fermented, Dongfang Selection released a ** from the perspective of her boyfriend to warm up, and Dong Yuhui appeared on the camera to show her ability to coax people. In the film, Dong Yuhui spoke softly and stretched out his hand to touch his head. In the comment area of this Weibo, some fans said that "my heart is about to melt", and some fans said "It's too flirtatious, I can't bear it at all". It can be said that Dongfang Selection is through the means of content planning, which subtly transforms Dong Yuhui from the "best son-in-law" character into a "boyfriend" character, so as to meet the intimate emotional needs of Dong Yuhui's fans.
Source: @东方甄选官方微博.
The surging fans have brought popularity, traffic and sales.
Live e-commerce was originally a salvation and survival campaign carried out by New Oriental through Oriental Selection, and it was not until Dong Yuhui's out-of-the-circle explosion that Oriental Selection really ushered in a turnaround and achieved rebirth.
According to the 2023 fiscal year report released by Dongfang Selection in August, Dongfang Selection has achieved a record of 10 billion GMV, with a total annual revenue of 45100 million yuan, net profit 97.1 billion yuan. From Dong Yuhui's explosion to tens of billions of GMV, Dongfang Selection took less than a year.
Regarding the various demands of Dong Yuhui's fans, Dongfang Selection was also extremely patient before, mostly focusing on appeasement strategies.
In September this year, a large number of accounts with Dong Yuhui's avatar and name appeared on Douyin, and the content of the account was to slice and distribute Dong Yuhui's live broadcast**, and hung up product links. This phenomenon has attracted the attention of fans, and it was found that the series of accounts have been authorized by Dongfang Selection and Dong Yuhui. However, Dong Yuhui himself responded, saying that he did not know about it. Fans took advantage of the situation to point the finger at Dongfang Selection, reprimanding the company for disrespecting Dong Yuhui and seriously damaging his image.
In response to fans' dissatisfaction and questions, Sun Dongxu quickly responded in the live broadcast room, and Yu Minhong also personally apologized, pointing out the unprofessionalism of the company's management. At this point, the anger of fans was suppressed.
So, why is Dongfang Selection willing to risk the backlash of traffic and make a high-profile refutation this time?
Judging from the actions of Dongfang Selection, the trend of de-Dong Yuhui is indeed becoming more and more obvious. Since the beginning of this year, Dongfang Selection has been trying to gradually reduce the influence of Dong Yuhui's personal IP on the company's brand in a mild form.
In February this year, Dongfang Selection changed the image of Dong Yuhui, the "square-faced teacher" on the packaging of its own brand steak. Subsequently, the Oriental Selection Book Number, which has significant personal IP attributes, also removed the label of "Yuhui Push". At the same time, Dongfang Selection is also focusing on cultivating anchors including yoyo, Dunton, and Mingming, and the addition of these anchors has also carved up Dong Yuhui's live broadcast time and number to a certain extent.
Source: @东方甄选美丽生活抖音.
Although Dongfang Selection's actions were quiet, they had already been perceived by the keen "mother-in-law", and the rumors of "going to Dong Yuhui" intensified. Under the rumors, the fans' deep love for Dong Yuhui has evolved into hatred for Dongfang Selection, and behaviors such as trampling, killing, and insulting have been repeatedly banned, and finally became the shackles of **Dongfang Selection.
Being able to go to Dong Yuhui so resolutely, fundamentally speaking, is determined by the development direction of Dongfang Selection.
In June last year, Sun Dongxu resolutely said that Dongfang Selection is not a live broadcast company, nor is it a star-making MCN organization, but an agricultural product technology company and a cultural communication company. At that time, Dong Yuhui, who was gaining momentum, did not seem to be enough to confirm this point of view, however, from today's perspective, the coronation of Dong Yuhui is actually paving the way for the selection of the East. However, the ultimate purpose of Oriental Selection is not here, it is foreseeableGoing to Dong Yuhui is an imperative choice for Dongfang Selection.
Sun Dongxu's "agricultural product technology company" is hidden in the ambition of Dongfang to select its own APP. In September last year, Dongfang Selection's own APP was launched in major application markets, and its positioning is to provide a one-stop shopping experience, and from July 5 this year, Dongfang Selection's own APP officially launched a live broadcast. In order to empower its own APP, Dongfang Selection's self-operated ** chain and product selection team are also constantly improving. In January this year, Dongfang Selection announced an investment of 17.52 million yuan for the expansion of its own barbecued sausage factory.
Another noteworthy action is the 199 yuan paid membership launched by Dongfang Selection, which can enjoy a variety of discounts and preferential benefits. Regarding this action, the relevant person in charge of Oriental Selection once said in an interview with China News Weekly that Oriental Selection APP hopes to become a membership-based online supermarket focusing on health products.
In other words, instead of looking at the benchmark and making friends, it is better to say that Dongfang Selection wants to copy Sam. With the differentiated category of agricultural products, Dongfang Selection wants to make a bigger plate. With this clear direction, Dong Yuhui's stay is no longer fatal.
Li Ziqi and Li Jiaqi are in front, Dong Yuhui and Dongfang choose who can "have the last laugh"?
At the same time that Dong Yuhui and Dongfang Selection were inseparable, the topic of Dong Mingzhu's angry reprimand of Meng Yutong also occupied a corner of the hot search. Dong Yuhui and Meng Yutong, these two seemingly unrelated people, reflect the same contradiction:There is bound to be a battle between the over-the-top anchor and the platform on the issue of dominance.
Source: Weibo.
Meng Yutong, as the glamorous identity of Dong Mingzhu's secretary, has achieved a self-leading career and transformed into an Internet celebrity whose ability to bring goods should not be underestimated. However, in Dong Mingzhu's view, Gree can use Meng Yutong's young and energetic image to enter the live broadcast track, but Meng Yutong must not be allowed to take advantage of the situation to empower his personal career. The final result was that Meng Yutong and Gree parted the table.
Dong Yuhui was selected and incubated by Dongfang, and the identity of the star anchor will inevitably be able to bless Dong Yuhui in terms of salary, as he himself said, Yu Minhong has given enough money. But in addition to interests, Dong Yuhui's right to speak is very weak.
Dong Yuhui, who was a salesman, was rebuked positively, and if he wanted to appeal, he could only go to Yu Minhong. At the 30th anniversary celebration of New Oriental not long ago, Dong Yuhui didn't even have tickets to attend the conference, nor did he have an infield seat. He responded in the live broadcast room, because he was not an executive, and he was just an actor that day, so he was not eligible for a ticket. In the end, it was Yu Minhong who discovered this problem and personally found someone to coordinate and help Dong Yuhui enter the venue.
It can be seen from all kinds of signs that Dongfang Selection's attention to Dong Yuhui is not proportional to its influence.
Industry sources revealedThere are two ways for live broadcast e-commerce to manage anchors, one is to share a high proportion of income every year, but not to participate in the management of the company, and the second is to become a shareholder of the company and obtain a certain right to speak, but also to give up high income.
According to the experience of predecessors, the overhead anchor has a better chance of winning in the battle with the company. Whether it is Li Jiaqi, Luo Yonghao, Wei Ya, or Simba, they all have the company's decision-making power that cannot be ignored. However, there is also a precedent for the loser, Li Ziqi, who has been entangled with Wei Nian for 800 days, has lost 8 million fans, and there is no latest action so far.
At present, what are Dong Yuhui's odds?
Yu Minhong's response has already been revealed. In a four-minute response, Mr. Yu focused on the execution of the incident without delving into management issues or signaling any changes to the company's management structure.
Yu Minhong, who proceeds from the overall situation, still uses the pacification strategy this time, however, the frequent loss of control of public opinion confirms that Dong Yuhui and his fan base have a backlash against the traffic of Dongfang Selection. Although Dong Yuhui has brought a lot of positive significance to Dongfang Selection in terms of bringing goods and popularity, it is also a fatal threat that I don't know when, based on this logic, the argument of choosing one of the two is not unreasonable.
Just as the market judgment is general, Dongfang Selection does have a strong dependence on Dong Yuhui, but the balance between the two actually stems from Dong Yuhui's willingness to regress and his willingness to speak only as an anchor, not to interfere with the company's management, and not to care about the right to speak. In other words, Dong Yuhui's departure is due to the change of his personal attitude.
Dong Yuhui's ** is a fan, he silently resisted with the act of stopping the broadcast, won the pity of fans, and fans also set up a ring for Dong Yuhui in a vigorous crusade. Under the high fight, Dong Yuhui is actually facing a dilemma.
The ** field, which has been boiling for many days, is a foreshadowing made by fans for him. At this time, if he retreats and chooses to shake hands with Dongfang Selection, it is tantamount to a "backstab" to the fans' emotions.
Of course, in the blueprint planned for him by fans, he should have a better choice when he is radiant, Gaotu CEO Chen Xiangdong is well versed in the minds of fans, and directly declared in the live broadcast room, "Dong Yuhui is not used to dig, but to love." However, Dong Yuhui, who has no experience in content and product selection, can he adapt to the live broadcast format of the big waves?
Under the splashing of wealth and wealth, the live broadcast rooms of competing products such as Gaotu and Xueersi have indeed gained considerable traffic, but in terms of ** chain, product selection, content, etc., Gaotu still cannot speak on the same day as Dongfang Selection. Although Dong Yuhui can go alone without hesitation, whether he can return to the top on the new platform is still an unknown variable.
After all, the fan circle is enthusiastic, but it always comes and goes in a hurry, and there is no fixed number, losing the mature platform provided by Dongfang Selection, and without excellent content to stabilize fans, can Dong Yuhui continue to gain blind support and love from fans?How long can this love last?Even the top stars are also in the crisis of "no flowers for a hundred days", and they need to continue to use their works to consolidate the stickiness with fans. Once he leaves the Oriental Selection, Dong Yuhui is tantamount to losing the support of the "high-quality works" he relies on, whether the mother-in-law can "abuse fans and purify successfully", continue to treat him with a tolerant heart, or gradually fade after a moment of hustle and bustle, no one knows.
But what is clear is that Dong Yuhui is walking at a crossroads. The final decision is in his hands.
WeChat***Chop pepper spicy (ID: ylwanjia), author: not empty The content of this book is the author's independent point of view and does not represent the position of Tiger Sniff. Do not do without permission**, please contact hezuo@huxiu for authorizationcom
People who are changing and want to change the world are all on Tiger Sniff app