Who else can pull Dong Yuhui back to the East for selection now?Should Dong Yuhui return to the Oriental Selection?And how did Dong Yuhui's small essay incident evolve into such a complex situation today?From the perspective of enterprise management and brand management, let's conduct a rational analysis. First, let's take a look at this event from the perspective of business management. New Oriental, founded by Yu Minhong, has always adopted the traditional pyramid hierarchical management model, and with the subversion of the entire education and training industry, New Oriental has carried out a comprehensive business transformation for the first time with the new IP of "Oriental Selection".
The move was widely appreciated, but the intrigue within the team and the lag in management models complicate the situation.
The team's operating model has changed, Dongfang Selection is more like a star brokerage company, and the traditional management method should no longer be adopted for first-line anchors such as Dong Yuhui, but they should be truly regarded as stars, equipped with an exclusive team, and establish a cooperative relationship.
If Dongfang Selection continues the existing model, it will inevitably go all the way to mediocrity, and even other head anchors will appear, which will be a disaster for the company.
On the other hand, from the perspective of brand management, Dong Yuhui has brought brand premium ability to Dongfang Selection, and through his positive energy and values, he has given more emotional value to the products, making Dongfang Selection's products achieve brand premium in the live broadcast room.
However, Dongfang Selection did not make full use of the advantages of these anchors, nor did it do a better job of its own brand, which made the company's values questioned and the future direction became bumpy. Looking back on Dong Yuhui's small essay incident, Dongfang Selection did not have many viewers when it first started broadcasting, but Dong Yuhui's small essay suddenly became popular on the Internet, which made Dongfang Selection's live broadcast room rise in popularity rapidly.
However, a series of incidents later appeared, including Dong Yuhui's response to rumors of joining JD.com, and CEO Sun Dongxu's public apology. This series of events made the official account of Oriental Selection continue to lose fans, and the stock price of New Oriental has also increased. Now, the whole network is calling for Liu Qiangdong to dig Dong Yuhui, and Luo Yonghao also came out to shout in a high-profile manner. If you are Yu Minhong, what kind of actions should you do next to keep Dong Yuhui?If you were Dong Yuhui, would you choose to leave the East and choose to work alone?
In this uncertain situation, we have analyzed business management and brand management. Whether it is Dong Yuhui or Dongfang Selection, they are facing huge challenges and opportunities. How they respond to these challenges will determine their future direction. The vision of China is reshaping Chinese business with the power of personality.