Text|Zebra consumption Fan Jian."At the Qiming place of Shenzhou, the dragon veins connect the sky, and here is the finishing touch of 9.6 million square kilometers. A mountain has four seasons, ten miles of different days ......”
On the Douyin account of Dongfang Selection, the anchor Dong Yuhui, dressed in a suit, recited a small composition praising Jilin. This is no different from his "frequent golden sentences" during the live broadcast for more than a year.
And this time, Dongfang Selection was not calm, and used the official account to post a long post in the comment area, saying that these exquisite small compositions are the result of collective teamwork. It is intended to show that all the praise should not be added to the anchor Dong Yuhui.
With Dong Yuhui's reply to this and his temporary withdrawal from the special live broadcast, the incident intensified.
Dongfang Selection CEO Sun Dongxu held a public "meeting" in the live broadcast room to respond to the matter, which not only failed to calm down, but further fueled the fire.
On the 14th, Yu Minhong had to stand up and make a public statement in an attempt to finalize the word.
The disharmony within Dongfang Selection caused Dong Yuhui's "mothers-in-law" to defect one after another. Gaotu Jiapin's live broadcast room took advantage of this to increase traffic.
It's just that this wave of wealth suddenly sent by Dongfang Selection can be caught by Gaotu?
Unconvinced, did New Oriental achieve Dong Yuhui, or did Dong Yuhui save New Oriental?This is a difficult question to answer.
If it weren't for New Oriental's forced transformation, Dong Yuhui, a big boy from Shaanxi, might have been standing on the podium of the training class and continued to do a good job in his English teaching.
There are no ifs in reality.
In July 2021, the "double reduction" policy was implemented, and New Oriental, which has been engaged in education and training for decades, faced a huge impact, and the company's stock price was damaged at the same time. Yu Minhong had to announce that "the era of education and training is over".
Under the leadership of Yu Minhong, New Oriental carried out difficult diversified exploration and transformation, and finally stood on the cusp of live broadcasting, and the company was renamed "Oriental Selection" (01797.).hk）。
A group of teachers from New Oriental in the past have become live broadcast anchors. In the live broadcast room, they either sang English, talked about humanities, or chanted poems, or played and sang, introducing a clear stream to the field of live broadcasting.
Dong Yuhui used his unique bilingual, jokes, chicken soup and other live broadcast methods to instantly become popular on the Internet and quickly stepped into the ranks of absolute head anchors.
He used his talent to gather tens of millions of "mothers-in-law" (Dong Yuhui's fans), and they all became fans of Dongfang Selection.
With the joint efforts of the company, many anchors and teams, the transformation of Dongfang Selection has been initially successful. Not only did it get traffic, but it also got a lot of revenue and profits.
Everything seems to be moving in a good direction. However, under the calm surface of the lake, there is actually an undercurrent surging.
Recently, Oriental Selection is vigorously promoting the provincial special series, and the promotional video writes the "small compositions" of the provinces with high spirits, which have become popular on the Internet. In the eyes of the mother-in-law, this is another portrayal of Dong Yuhui's literary spirit.
Someone was not convinced. Last week, the promotional video of the Jilin special session was launched, Dong Yuhui was dressed in a suit, and quietly chanted "Shenzhou Qiming, the dragon vein connects the sky, here is the finishing touch of 9.6 million square kilometers." A mountain has four seasons, ten miles of different days ......”
* suddenly appeared in the comment section of the voice. Selected by Dongfang, it was clarified with the official account: The small composition is the result of the collective creation of the team behind the scenes. It is intended to show that all praise should not be added to Dong Yuhui's head.
Subsequently, with Dong Yuhui's personal explanation of this, he temporarily withdrew from the special live broadcast, coupled with the "meeting-style" statement of Sun Dongxu, CEO of Oriental Selection, which led to the intensification of **. Dongfang Selection wants to suppress Dong Yuhui's voices.
The debate between the mothers-in-law and the mother-in-law about who the "little composition" came from, with several responses from the Oriental Selection, evolved into a polemic between the "mothers-in-law" and the Oriental Selection.
For a long time, the mothers-in-law stubbornly believed that it was Dong Yuhui who saved New Oriental by himself, so Dong Yuhui should be treated with the highest respect and courtesy within Oriental Selection.
This "small composition" incident instantly ignited the anger in their hearts.
In the face of the turbulent **, Sun Dongxu, CEO of Oriental Selection, responded to the matter by publicly "meeting" during the live broadcast on the 12th.
For Dong Yuhui, Sun Dongxu played 50 boards each. Regarding the issue of Dong Yuhui's income that his mother-in-law is concerned about, Sun Dongxu said that the company is using practical actions to express its high recognition of Dong Yuhui. "The annual income of tens of millions of dollars on the Internet is only a part of his income. ”
At the same time, Sun Dongxu said that the company has always resolutely said no to the "fan circle" culture, hoping that some fans will remain rational.
Sun Dongxu's "meeting" obviously did not win the full recognition of Dongfang Selection fans, and it is still developing in an unfavorable direction.
Even, there is so-called internal information that Yu Minhong is going to face a choice between Sun Dongxu and Dong Yuhui. There is ** asked Dong Yuhui for confirmation on this, and his statement is "inconvenient to respond". However, the outside world noticed that the signature of Dong Yuhui's personal Douyin account has been changed from "I used to be a teacher, now I am a salesperson" to "Don't care, don't be, don't be solid, don't be me".
On the 14th, Yu Minhong, chairman of Oriental Selection, finally stood up and issued a public statement on the matter: on the one hand, he pointed out that he used the official account to express his views, and he sent them again and again, seriously lacking professionalism and admitting that there were loopholes in the company's management. On the other hand, it was also clearly pointed out that Sun Dongxu's mention of Dong Yuhui's remuneration was inappropriate when explaining this matter.
I don't know if Mr. Yu's words can have a decisive effect.
Can Gaotu catch the wealth?The openness of the company's internal contradictions has had a great impact on Dongfang Selection. On December 13 alone, the company's stock price plummeted by 1296%, in just a few days, more than 300,000 fans have abandoned Dongfang Audition.
During this period, a large number of fans with the yellow light sign of the "selection group" frantically poured into the live broadcast room of "Gaotu Jiapin".
Gaotu Jiapin is a direct competitor of New Oriental, a live streaming platform under the ** education company Gaotu.
In fact, Gaotu and New Oriental have a deep relationship. The founder of the company, Chen Xiangdong, has worked in New Oriental for 15 years, gradually growing from a front-line teacher to an executive president.
In 2014, Chen Xiangdong resigned from New Oriental and founded the ** education brand to learn from (later renamed Gaotu). Five years after starting his business, Chen Xiangdong sent the company to the New York Stock Exchange.
"Double reduction" has impacted the education and training industry, and Gaotu is no exception. Following in the footsteps of its predecessors, at the end of 2022, Gaotu Jiapin will be launched to compete in the live streaming market.
The outside world can see that whether it is the anchor style or the layout of the live broadcast room, Gaotu Jiapin and Dongfang Selection are very similar, and most of its anchors are past training teachers.
Dongfang Selection's strong first-mover advantage is in front, and the live broadcast traffic of Gaotu Jiapin is not good. At the worst time, there were only 8 people in the live broadcast room at the same time, and the days of live broadcasting to dozens of users lasted for 1 year.
On the evening of December 11, a large number of netizens suddenly poured into the live broadcast room of Gaotu Jiapin. On the same day, the cumulative number of ** people in the live broadcast room exceeded 600,000, while the day before, this number was only 270 thousand.
On December 13, the number of people in the live broadcast room of Gaotu Jiapin reached 30,000+, achieving a historic breakthrough.
For a long time, the number of fans of Gaotu Jiapin was stuck at the 300,000 mark and could not move. In just a few days, it has risen to nearly 800,000.
Since December 11, Gaotu's share price has accumulated more than 30%.
This earth-shattering wealth was personally sent by Dongfang Selection, can Gao Tu catch it all?