The "small composition" incident of Oriental Selection, an online storm caused by copywriting, involved multiple stakeholders such as Dongfang Selection anchor Dong Yuhui, CEO Sun Dongxu and boss Yu Minhong. What was the cause of the incident?And what is the development of events?What are the revelations of the incident?This article will reveal the behind this crisis from the perspective of copywriting.
Background to the event. Dongfang Selection is an e-commerce platform with live streaming as its main business, and its main product is the "See the World" series, that is, the anchor leads the audience to visit the customs of various places, and at the same time recommends local special products, forming a "cloud tourism" experience. Among the anchors selected by Dongfang, the most popular is Dong Yuhui, who has attracted a large number of loyal fans with his humorous language, rich knowledge accumulation, and unique perspective, and is known as "Miss Dong in the live broadcast industry". Dongfang's live broadcast copywriting, that is, what the anchor says in the live broadcast, is an important commercial resource and a cultural product. The creation of live stream copywriting is a highly professional and creative work, which often requires the collaboration and revision of the anchor and copywriting team. However, it is such a seemingly ordinary job that has caused a sensational storm on the Internet, that is, the "small composition" incident of Dongfang Selection. The fuse of the incident was that on December 5, the official Douyin account of Dongfang Selection released a "Jilin Tour" promotion**, in which Dong Yuhui introduced the beautiful scenery and specialties of Jilin in poetic language, which aroused praise and appreciation from netizens. However, when some netizens asked in the comment area who the copywriting came from, Dongfang Selection's reply caused an uproar. said that every time a small essay 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. He also said that the boss Yu Minhong does not understand the details of the business, and the copywriter sometimes writes, but the anchor usually works too hard, and most of them are written by the copywriting team. This reply is undoubtedly a denial of Dong Yuhui's copywriting ability and contribution, and it is also a challenge to Yu Minhong's authority, which has aroused strong dissatisfaction and ** among Dong Yuhui's fans.
Event impact. The development of the incident was a multi-party response and apology, trying to calm the conflict, but instead intensified the emotions and led to the incident becoming more and more intense. First of all, Dong Yuhui and Sun Dongxu, CEO of Dongfang Selection, talked about this matter in the live broadcast room, Dong Yuhui said that he had complained to Yu Minhong and had a heated communication with Sun Dongxu, Sun Dongxu expressed his high recognition of Dong Yuhui, but also pointed out that Dong Yuhui should not broadcast live because of internal problems. However, such a response did not satisfy fans, but made him tear up again, posting on Weibo that he did not reply, accusing Dong Yuhui and Sun Dongxu of their attitudes, and also breaking the news of some unbearable inside stories of Dong Yuhui. Then, Sun Dongxu responded for 10 minutes in the live broadcast room, once again criticizing the communication method, and also mentioned Dong Yuhui's salary, which aroused greater disgust among netizens. Finally, Yu Minhong, the boss of Oriental Selection, also appeared to respond, he said that his approach was seriously lacking in professionalism, and he also apologized to Dong Yuhui, and also resolutely boycotted the fan circle culture, hoping that fans would follow the anchor with rational remarks. Sun Dongxu also posted an apology on Weibo**, apologizing for some of his inappropriate words and deeds.
These responses and apologies did not calm the turmoil of the incident, but only made the incident more complicated and chaotic. On the one hand, Dong Yuhui's fans are still active on the Internet, running for Dong Yuhui to "complain", and some people even launched the topic of "CEO Dong Yuhui chooses one of the two", asking Yu Minhong to make a choice. On the other hand, the impact of the incident on the selection of the East is also becoming increasingly apparent, mainly in the following aspects:
Fan loss: Dongfang Selection's official Douyin account During the incident, the number of fans increased from 311590,000 down to 3,03460,000, nearly 700,000 fans in two days, and the current trend of powder loss is still continuing.
Performance declined: During the event, the total number of people in the Dongfang Selection live broadcast room dropped from 1200w-1700w to about 800w, and the sales and conversion rate of the live broadcast room were also affected.
Stock price plummeted: Oriental Selection's share price during the event, from 388 Hong Kong dollars fell to 272 Hong Kong dollars, down nearly 20% in three days, hitting a new low in the past 5 months, and the market value evaporated by more than 6 billion Hong Kong dollars.
Intensified competition: During the event, Dongfang's competing product "Gaotu Jiapin" was favored and supported by Dong Yuhui's fans, and the number of ** people in the live broadcast room skyrocketed from about 1w-3w to 10 million, the number of fans also doubled from 400,000 to 1.3 million, and the stock price also increased from 55 Hong Kong dollars rose to 95 Hong Kong dollars, up more than 70% in four days.
Revelation of events. The Dongfang Selection "Small Composition" incident is a crisis caused by copywriting, and it is also a crisis about cultural communication. From this crisis, we can take some inspiration to rethink the meaning and method of copywriting, let us pay more attention to the impact and responsibility of copywriting, and let us work harder to improve the level and taste of copywriting. Copywriting is not only a commercial act, but also a kind of cultural communication, and we must use copywriting to create more value and beauty for anchors, fans and companies. Specifically, we should pay attention to the following:
Respect for anchors and fans: Copywriting should respect the personal style of the anchor and the emotional identity of fans, and cannot arbitrarily deny or erase the anchor's copywriting ability and contribution, nor can it ignore or hurt the feelings and expectations of fans. Copywriting should form good communication and collaboration with anchors and fans, and jointly create a unique cultural atmosphere and values.
Maintain the company's brand and value: Copywriting should pay attention to maintaining the company's brand image and core values, and not let copywriting become the fuse or amplifier of the crisis. Copywriting should be in line with the company's positioning and strategy, reflect the company's professionalism and innovation, and convey the company's mission and vision. Copywriting should avoid inappropriate or irresponsible remarks, correct or apologize in a timely manner, and actively respond to and resolve crises.
Be vigilant against the influence and harm of fan circle culture: Copywriting should be vigilant against the influence and harm of fan circle culture, and cannot let copywriters fall into the quagmire of fan circle culture. Fanquan culture is a phenomenon of excessive star chasing, which is often accompanied by bad behaviors such as blind worship, extreme partiality, and online violence. Fanquan culture will destroy the rationality and objectivity of copywriting, distort the content and form of copywriting, and damage the quality and effect of copywriting. Copywriting should resist the culture of the fan circle, adhere to the principles and standards of copywriting, and improve the level and taste of copywriting.
Epilogue. The Dongfang Selection "Small Composition" incident is a crisis caused by copywriting, and it is also a crisis about cultural communication. The incident has brought us some enlightenment, let us rethink the meaning and method of copywriting, let us pay more attention to the influence and responsibility of copywriting, and let us work harder to improve the level and taste of copywriting. Copywriting is not only a commercial act, but also a kind of cultural communication, and we must use copywriting to create more value and beauty for anchors, fans and companies.
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