Dongfang Selection, a start-up company that has transformed from the field of education to an e-commerce platform, has recently fallen into a crisis caused by small compositions. Small composition, refers to a series of short articles released by Dong Yuhui, the shopping guide of Dongfang Selection, on his personal WeChat***, with its unique writing style and vivid story, it has attracted a large number of fans and consumers, and has become a golden signboard of Dongfang Selection.
However, just when Dong Yuhui's essay swept the Internet, some internal employees of Dongfang Selection began to break the news on the Internet, saying that the essay was not written by Dong Yuhui alone, but by a team work involving many people, and Dong Yuhui was just a spokesperson. The employees said they were dissatisfied with Dongfang's selected management, believing that the fruits of their labor were not being respected and rewarded as they should be, while Dong Yuhui enjoyed fame, fortune and honor to himself.
This revelation caused an uproar, and many netizens and consumers had doubts about the authenticity and integrity of Dong Yuhui and Dongfang Selection, and some even questioned whether Dong Yuhui had fraud and fraud. Dongfang Select's crisis communications team then stepped in to try to calm the situation, but adopted a paradoxical strategy. On the one hand, they admit that the essay is done by multiple people, but they also emphasize that Dong Yuhui is the main creator, and others are just helpers, and the inspiration and style of the essay are Dong Yuhui's personal characteristics. On the other hand, they blamed the controversy of Xiao Essay on the fan circle culture, believing that it was the noise created by some irrational fans on the Internet, and carried out unwarranted attacks and slanders against Dong Yuhui and Dongfang Selection's loyal consumers.
Far from alleviating the crisis, this PR strategy has exacerbated the tension and made more people feel angry and disappointed. Some consumers who originally supported Dong Yuhui felt that they were regarded as a member of the fan circle by Dongfang Selection's public relations team, and they were insulted and despised, and their brand image and trust in Dongfang Selection were shaken. Some originally neutral netizens also expressed dissatisfaction with Dongfang Selection's handling of the selection, believing that they neither sincerely apologized nor explained positively, but tried to cover up the essence of the problem in a self-deceptive way.
The essence of the problem is that after Dongfang Selection transformed from education to e-commerce, there were some defects in the mechanism, which led to the loss of talents and the dispersion of people's hearts. Yu Hongmin, the founder of Oriental Selection, used to be the education boss of New Oriental, and with his spirit of daring to innovate and dare to take risks, he has laid a solid foundation for the country. However, in the field of e-commerce, he has encountered unprecedented challenges, not only to face fierce market competition, but also to face internal management crises. He pinned his hopes on Dongfang Selection on Internet celebrity shopping guides like Dong Yuhui, hoping to use their influence and popularity to attract and retain consumers. But he overlooked an important issue, which is that the phenomenon of influencers is often short-lived, unsustainable, and even uncontrollable. The fame of Internet celebrities is often an accidental result, rather than an inevitable law. The popularity of Internet celebrities is often a bubble process, rather than a stable state. The scenery of Internet celebrities is often the price of a risk, rather than a guarantee of interests.
Dong Yuhui is a typical example. His small compositions, although he became famous overnight, also put him under great pressure and doubts. Although his small compositions made him earn a lot of income, he also lost a lot of friends and colleagues. Although his small composition made him a hero of Dongfang Selection, it also made him a burden to Dongfang Selection. His small compositions, although he have countless fans, have also made him face countless enemies. His little compositions are his myths and his tragedies.
The crisis of Dongfang Selection is actually a warning. It tells us that the success of e-commerce cannot be achieved by one person, one team, one product, or one marketing method. What it needs is a sound system, a reasonable mechanism, a fair distribution, an honest attitude, a long-term vision, and a continuous innovation. Only in this way can we truly build a valuable, meaningful and influential e-commerce platform, so that consumers, employees, partners, and society can all benefit from it.
Oriental selection infighting
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