WeChat*** Leopard Change (ID: baobiannews), Author: Gao Yuzhe, Editor: Xing Yun The internal contradictions of the live broadcast e-commerce company, especially the game between the big anchor and the management, have recently staged two versions of "Ming Xiu Plank Road" and "Secret Crossing Chen Cang".
Ming Xiu plank road, pay attention to a direct work, Simba's apprentice, the big anchor Dandan, burst into foul language in the company's WeChat group, and tore Guan Qian, who joined Xin Xuan as CEO for less than a year, and asked him "Spend hundreds of millions more on the company a year, and attract a bunch of donkeys and horses" "What else will you do besides bragging?".”
On December 8, the label of Guan Qian's personal Kuaishou account was changed: Goodbye hustle and bustle, return to the ordinary world and be yourself. The next day, Xinxuan's personnel appointment notice also confirmed Guan Qian's resignation.
Secretly crossing Chen Cang, pay attention to through "small compositions", all parties speak out, you come and go.
Because of the "small composition", Dongfang Selection and Dong Yuhui occupied as many as 15 of the top 50 hot searches on December 14 alone. Among the topics that rushed to the hot search, from Dongfang Selection to Dong Yuhui's salary, from Yu Minhong's choice of two to why the CEO dropped his mobile phone, the gap between the big anchor Dong Yuhui and Dongfang Selection's management was undoubtedly exposed.
Seeing the escalation of the situation, Yu Minhong issued a 4-minute statement, not only apologizing to Dong Yuhui and thanking fans and netizens for their support, but also saying that there was a lack of professionalism and a big loophole in the company's management. Although everything was covered, it did not prevent further developments.
Since December 9, Dongfang Selection's Douyin account has lost 480,000 followersAs of December 15, the market value of Oriental Selection has shrunk by more than HK $7.5 billion in five trading daysThe live broadcast room of Gaotu Jiapin, another education group founded by Chen Xiangdong, former vice president of New Oriental, has increased by more than 600,000 fans in five days under the influx of Dong Yuhui's fans, and the highest number of ** people four days ago was only 280,000, and the number of ** people exceeded 100,000 at the same time on the evening of the 14th.
Dong Yuhui, the protagonist of the incident, changed his signature on the Douyin homepage to "Don't care, don't be, don't be solid, don't be me", and it did not appear in the live broadcast poster in the next three days. Regarding the question of the suspension of broadcasting, Dongfang Selection responded: Mr. Dong needs some time to adjust his status. This move seems to have ignited the war again, "Dong Yuhui doesn't broadcast for a day, I won't place an order for a day", "Support Dong Yuhui to leave the Oriental Selection", "Didn't work hard to make money before, and then dropped the mobile phone for a meeting, it's too difficult to work as a worker" and many other dissatisfied comments.
It can be seen from the public's ** wind direction that the contradiction of this incident has risen from the relationship between the head anchor and the MCN agency to the emotional confrontation between some audiences and Dongfang Selection. How much impact will this incident have on Dongfang Selection?Dong Yuhui, who is standing in the whirlpool, can he avoid the "curse" of disputes between the head anchor and the MCN organization?
1. The "bloody case" caused by the "small essay".
As Yu Minhong said, the cause of this public opinion is indeed "a small thing".
On December 5th, under the warm-up of Dongfang Selection "Jilin Trip" Dong Yuhui, he replied to the question of "who created the small essays", saying that "most of the classic small essays are created by the copywriting team, and not all of them are from the hands of the anchor".
This remark caused dissatisfaction among netizens, Dong Yuhui comforted him during the live broadcast, "replied to Hu in the comment area", but did not "cease fire", not only denied Dong Yuhui's "Hu reply", but also said that "I was very aggrieved and couldn't bear it".
This has further intensified the contradiction, and fans who have been carrying the sentiment of "Dongfang Selection has failed Dong Yuhui" have poured into the live broadcast room of Gaotu Jiapin, another education and training brand that is now self-reliant, asking to "replace Dongfang Selection and poach Dong Yuhui".
As Dong Yuhui fans expected, Gaotu Jiapin has become the biggest winner of the whole event.
According to the data of the three eyes, on the night of December 11, nearly 600,000 people poured into the live broadcast room of Gaotu Jiapin, not only the number of people increased tenfold, but the sales of the live broadcast room also increased by nearly 5 times. From the 11th to the 14th, Gaotu's share price increased by nearly 60%, and its market value rose to 12$4.3 billion.
In the face of competition with New Oriental and being questioned about imitating Oriental selection, Chen Xiangdong, CEO of Gaotu Jiapin, responded on the 14th, telling about his relationship with New Oriental, his own struggle, and his gratitude to New Oriental "I have worked with Mr. Yu Minhong for more than 14 years and caught up with the really steep growth curve of New Oriental".
On this side is the sudden sprinkling of wealth and wealth, and on the other side, the Oriental Selection has become an ant on a hot pot. Regarding the "small composition" incident, Sun Dongxu, CEO of Dongfang Selection, responded, revealing that Dong Yuhui had more than 10 million salaries, implying that the company did not "mistreat" Dong Yuhui. However, words and deeds such as "smashing mobile phones" and "holding meetings" during the live broadcast have played a negative role and are regarded as "educating consumers".
Under the repeated intensification of the contradictions, it came to the second stage of the development of the incident: it was rumored on the Internet that between Sun Dongxu and Dong Yuhui, Dongfang Selection needed to "choose one of the two". In order to calm the situation, Yu Minhong finally came forward to apologize, denying the rumors of "choosing one of the two", and thinking that Sun Dongxu's handling of things was "not mellow enough".
Although Yu Minhong personally went down, Sun Dongxu's "salary theory" still shifted the attention of netizens to the key point of this incident: how much money did Dong Yuhui make?Did Dongfang Selection treat Dong Yuhui badly?
To some extent, this answer also means whether Dongfang Selection can convince the public. Unfortunately, the "10 million salary" was quickly slapped in the face, according to the "Deep Web", a high-level source from New Oriental revealed that Dong Yuhui's income is composed of an annual salary plus options, and the real annual salary is about several million after tax, but the options have not yet been issued. In addition, if he leaves his post early in April next year, Dong Yuhui's options will be zero.
This answer obviously does not satisfy netizens and fans. The surging report quoted people in the live broadcast industry as saying that at present, Dong Yuhui's total amount of goods accounts for 50% of the overall quota of Dongfang Selection, "which is the absolute top stream".
According to the latest financial report of Dongfang Selection, from June 1, 2022 to May 31, 2023, the total revenue and net profit of 9.5 billion yuan were achieved during the reporting period7.1 billion yuan;The revenue of live streaming was 3.9 billion yuan, and the GMV was 10 billion yuan.
In the eyes of the outside world, Dong Yuhui's income and position do not match his status as a top anchor. In contrast, CEO Sun Dongxu, who caused "public anger", has the highest salary level in the company's financial report, with a total of 16.39 million yuan in salary allowances, performance bonuses and equity for the year ending May 2023. And in February this year, Sun Dongxu cashed out a high amount of more than 200 million yuan to New Oriental**.
Second, the "curse" of the head anchor
It seems that a "small essay" triggered the stock price fluctuations and even the evaporation of the market value of listed companies, but as the situation continued to ferment, the result of Dongfang Selection finally offending the "mother-in-law" was a bit similar to Li Jiaqi's loss of "Pig Girl".
This involves three main bodies of e-commerce live broadcast: anchors, MCN institutions, and fans.
The relationship between the three, once it is not balanced, will trigger an unimaginable chain reaction. Especially in the super-head anchors with huge fan effects, a "small composition" or a "79 yuan eyebrow pencil" is enough to pull the super-head anchor or listed company off the altar.
When the big anchor is the actual controller of the MCN agency, the contradiction is mainly focused on the live broadcast party and the fans, shouting fans Xiao Tiantian when they want to rush sales, and once the contradiction appears, they will call the fans Mrs. Niu in the name of the fan circle.
When the big anchor and the MCN agency are not completely tied to death, the contradiction is obviously more complicated, after all, there were Li Ziqi and Wei Nian before, and now they come to Dong Yuhui and Dongfang Selection, which are essentially uneven distribution of interests.
In the turmoil, Dong Yuhui, Yu Minhong, and Sun Dongxu all mentioned "fan circle culture" in their responses, and clearly "boycotted". But in fact, it is almost inevitable that the fans of the head anchor will become "fan circles", because the rise of the head anchor depends on the "filter" blessing of the fan to the anchor.
Unlike other head anchors, Dong Yuhui has his own "national character". As a foreign language teacher from Tongguan Mountain Village, Shaanxi Province, he taught 500,000 students in 8 years. Driven by the double reduction policy, this famous teacher of New Oriental transformed into a live broadcast of "bilingual food selling".
The simple image and the contrast brought by the English teacher's sale of goods made Dong Yuhui become a "national son-in-law" overnight. Since the launch of the broadcast in June last year, not only has he personally gained millions of fans, but also made the struggling Dongfang Selection exceed 20 million fans within a month, winning 600 million yuan in sales, ranking first on Douyin.
At present, Dong Yuhui's personal account has more than 13 million fans, and the number of fans of other anchors selected by Dongfang is in the millions;At the same time, Dongfang Selection will turn losses into profits in 2023, and its profits mainly rely on live broadcast income. In this regard, Yu Minhong once publicly said that "without him, Dongfang Selection would not have sold so well".
In the eyes of consumers and Dong Yuhui's fans, the success of Dongfang Selection is inseparable from Dong Yuhui. Regardless of whether this is the case or not, at the beginning of this year, during Dong Yuhui's 12 days of vacation, the number of people and GMV in the Dongfang Selection live broadcast room were almost halved.
In this turmoil, Dongfang Selection has lost more than 480,000 fans;And Dong Yuhui's Douyin account fans, from 1301 on December 970,000 rose to 145010,000, an increase of nearly 1.5 million in 6 days as of the 15th.
Judging from the number of fans, personal performance or influence, Dong Yuhui is the head anchor of the Oriental selection fault level. And this incident is not that he failed to handle the relationship with fans, but that the platform is negligent in its attitude towards the fans of the head anchor.
From the "" tough reply to the "CEO smashing his mobile phone for a meeting", in the eyes of fans and netizens from the outside world, their identities all represent Dongfang Selection. Perhaps in their opinion, these fans are "Dong Yuhui". But for platforms that still rely on top anchors, balancing the relationship with top anchor fans can avoid the next apology.
Third, the time has come to test Yu Minhong.
It is not the first time that the confrontation between the top anchor and the platform organization has been staged.
As the live broadcast e-commerce industry enters the second half, the head platform tries to strip away the depth of the super-head anchor and seek "independence". Making a friend has been getting rid of Luo Yonghao's IP dependence, Luo Yonghao not only faded out of the company's daily management work, but also disappeared in the live broadcast room of the sub-account;Mei ONE and make a friend have laid out the matrix number, and even Brother Yang, who is the head of his own family, shuttles through the live broadcast room of the apprentices, cultivating the family matrix and weakening the "personal IP";Qianxun cultivates star anchors and reduces dependence on Wei Ya herself.
Dongfang Selection also focuses on "de-Dong Yuhui". Since November 2022, his live broadcast time has been significantly reduced, and he was not seen in the premiere. At the same time, Dongfang Selection has made every effort to incubate other anchors, and established multiple accounts such as books, self-operated products, beautiful life, and will enter wine to deal with the problem of dependence on head anchors in a matrix manner.
After the "Small Composition" incident, Dong Yuhui himself was absent from the live broadcast originally scheduled for December 10, and the broadcast has been temporarily suspended, and the IP address is displayed in his hometown of Shaanxi.
When the MCN agency weakens the existence of the head anchors, in order to maintain their positions, the head anchors secretly compete for actual control, become partners or actual controllers of the company, and turn to the background. Whether it is Simba, Brother Xiaoyang, or Li Jiaqi, they are all on this road.
In contrast, Dong Yuhui is special, he can be said to be the only head anchor who still appears as a "worker".
Yu Minhong and Dongfang Selection are still treating anchors with the same way they treated teachers in the previous teaching and training stage, and even star anchors like Dong Yuhui, and the management of core assets is limited to the role of "employee", which has buried a lot of mines. Of course, Yu Minhong also experienced these minefields as early as the era of education and training.
For example, Chen Xiangdong, the CEO and founder of Gaotu behind it, was a star teacher of New Oriental, and he was good at using huge long sentences in an overwhelming way, and finally although he was promoted to the executive president of New Oriental, he still chose to leave New Oriental and founded Gaotu, and his market value once surpassed that of New Oriental.
Yu Minhong once reflected in his personal account that the encouragement for a large number of famous teachers of New Oriental is not in place.
These famous teachers, including Luo Yonghao," At that time, when the Internet was able to amplify their abilities, I did not match these teachers with better incentives, and did not change them and me from employment to cooperative relations, although they had already received the highest salary in New Oriental at that time, even if compared horizontally, it was also the highest salary in the country, but I did not fully estimate the explosiveness of these excellent teachers, which directly led to the fact that in the era of Internet transformation, a group of excellent teachers of New Oriental went out to start their own businesses, and most of them did quite well. ”
In the big classroom of New Oriental back then, the influence of star teachers may only be between 2,000 students, but now Dong Yuhui is in the live broadcast room in the mobile Internet era, and millions of mothers-in-law and fans are connected through mobile phones.
Whether Dong Yuhui will leave Dongfang Selection" is still an open case. But for Yu Minhong, the lessons that were missing in the past in terms of the departure of excellent teachers from New Oriental will be made up again for Dong Yuhui and the anchors.
WeChat***Leopard Change (ID: baobiannews), Author: Gao Yuzhe, Editor: Xing Yun This content 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
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