Text|One Entertainment Observation Taishi James.Dong Yuhui still didn't come back.
On the morning of December 14, Dong Yuhui was not listed in the live broadcast preview for the next three days released by Dongfang Selection.
As a result, Dongfang Selection fell first to respect. In the case of the Hang Seng Index rising by more than 2% on the 15th, Oriental Selection fell by more than 8% intraday.
All this seems to have originated from an insignificant "small essay", but it fully shows that Yu Minhong has not yet learned to get along with his big anchor. He's still running an MCN with the concept of building a century-old business, but the big guy is no longer an English teacher who wants to dance in shackles.
The disrupted stock price and the popular "opponent" first ignited the dissatisfaction of Dong Yuhui's fans on December 6.
On that day, the Dongfang Selection Douyin account was placed on the top of the comment area of Dong Yuhui's Jilin trip on the 8thThe answer was that Dong Yuhui's small composition was the credit of the team.
In the following days, Dong Yuhui's fans began to debate with them about who the author of the "little composition" wasThey always believed in the talent of their "son-in-law" and believed that such articles did not need to be faked at all.
Because of the dissatisfaction of fans, Dong Yuhui used a humorous but teasing form to appease the emotions of the "mother-in-law" in the live broadcast on December 9: "Our self-proclaimed to know the business very well replied in the comment area, which caused many friends to feel uncomfortable."
Dong Yuhui teased in front of Sun Dongxu in the live broadcast that he complained to Lao Yu, and communicated with Sun with instructions, and the two of them "probably drank several pots of loose baskets (bulk liquor) in the end." ”
But this attracted dissatisfaction from those who thought that they "understood the business" and did not "reply", and publicly replied to Dong Yuhui and his fans. Moreover, this controversy is likely to have caused a heated debate within the Eastern Selection. A direct result is that Dong Yuhui was absent from the live broadcast on the 10th.
On the 12th, Yu Minhong publicly criticized;Then, Sun Dongxu, CEO of Dongfang Selection, also criticized in the live broadcast, but at the same time revealed that Dong Yuhui not only had an annual salary of tens of millions, but also gave Dong Yuhui's fans the hat of "rice circle".
On the 13th, Dong Yuhui changed the signature on the Douyin homepage from "used to be a teacher, now a salesperson" to "Don't will, don't be, don't be solid, don't me" from the "Analects", his IP address shows Shaanxi Province, obviously Dong Yuhui is home on vacation.
On the 14th, Yu Minhong criticized Sun Dongxu for revealing Dong Yuhui's inappropriate annual salary, saying that "Xiao Sun is young and impulsive in doing things, but not mellow enough";Sun Dongxu posted ** on Weibo, apologizing for his "smashing mobile phone" behavior that was concerned by everyone in the previous live broadcast and the "rice circle" hat for fans.
Dongfang Xiaosun (Sun Dongxu) apologizes**.
At the same time, according to the whip bull Shi 14**, Dongfang Selection's internal chat records said that Yu Minhong needed to "choose one of the two" between Sun Dongxu and Dong Yuhui;Subsequently, Yu Minhong said to Sina Technology, "It's okay, it's not so serious";According to the 14** Road of Southern Metropolis, Dongfang Selection revealed that Dong Yuhui is still working in Dongfang Selection, but it should not be broadcast in the near future.
From the changes in the stock price of Dongfang Selection, we can see that the three days with the largest decline in this round were the 11th, 13th and 15th, and the direct reason was that Dong Yuhui was absent from the live broadcast on the 10th, and Sun Dongxu revealed that Dong Yuhui had "more than tens of millions of annual salaries" and "one of the two" was exposed.
The number of fans of New Oriental's former opponent Gaotu Education's Douyin live broadcast room "Gaotu Jiapin" has skyrocketed from more than 300,000 before the "Dong Yuhui Small Essay Incident" to 112 on the morning of December 1550,000, and on the night of December 14, the live broadcast room of "Gaotu Jiapin" has also soared to 100,000+ people**, and the live broadcast room of only 8 people has reached the highest ** The number of people is nearly 180,000, and Gaotu's stock price has soared 72% in four days.
Gaotu Jiapin live broadcast room on the evening of December 14.
The audience of the Dongfang Selection live broadcast room on December 11 was only 8.18 million, while the previous three days fluctuated between 12.1 million and 16.91 million.
Dong Yuhui's grievances Dong Yuhui and Sun Dongxu both mentioned in their responses that some of those brilliant "small compositions" were written by Dong Yuhui himself, some were created by Dong Yuhui and the team, and some were completely created by the team. In the process of "making stars", the boss Yu Minhong hinted intentionally or unintentionally that it was all written by Dong Yuhui, which can be regarded as a rule.
But this should be a young man, maybe not a post-95 or post-00. People come to work with the attitude of rectifying the workplace, which is to tell the truth and kill not the unspoken rules, while the outside follows a gap split by this terrible posterity, and peeks into the internal situation of Dongfang Selection.
Yu Minhong's response to "choose one of the two" and Dong Yuhui's suspension of broadcasting at least show that there is a contradiction between Dong Yuhui and Sun Dongxu, and the root of this contradiction is the treatment that Dongfang selected to give Dong Yuhui, a big anchor.
Ma Yun said that there are only two reasons for employees to leave their jobs: not giving enough money or being wronged.
Let's start with the money. According to the information provided by Sun Dongxu in the live broadcast, Dong Yuhui's annual salary is one of the five highest-paid employees (not the company's director or top executive) announced in the financial report of Oriental Selection, not surprisingly, that is, the highest is more than 34 million Hong Kong dollars, but this data includes options.
Oriental selection financial report.
According to the "Deep Web", Dong Yuhui's real annual salary excluding options is several million after tax, and an institution has previously offered him an income of 200 million yuan a year, but he was rejected. The first batch of options will be lifted in April next year, and if he leaves before that, he will not be able to get them.
In absolute terms, Dong Yuhui's salary is not low, and he has publicly stated that he is "very satisfied" before.
However, if the indicator is calculated based on the proportion of anchor income in GMV, according to ** report, Li Jiaqi's annual income in 2021 is 185.5 billion yuan, accounting for 85%, and Dong Yuhui's more than 30 million is only 03%。
This is related to the model that Dongfang selects anchors without commissions for bringing goods. But if Dong Yuhui himself or the institution that dug him calculated this account for him, then a seed of resistance must be planted in Dong Yuhui's heart.
Look at the status again. In last month's New Oriental 30th Anniversary Ceremony, Dong Yuhui did not get a ticket because he was not a high-level executive, and in the end Yu Minhong specially arranged for admission.
New Oriental's 30th anniversary ceremony.
In September this year, some Dong Yuhui fans discovered that there were more than 2,000 Dong Yuhui's live slicing accounts on Douyin. Dong Yuhui himself also said in the live broadcast that he did not receive the company's authorization notice, so that everyone should not be fooled, but then these accounts claimed to have been authorized. In the end, Yu Minhong came out to apologize, saying that there were "serious problems" in the "slice authorization" project of Dongfang Selection.
These two events show that in New Oriental, Dong Yuhui's status is not as good as that of senior executives, and Oriental may not seek his opinion when selecting commercial development related to his interests.
Don't let Dongfang Xiaosun mess up the "coffee position" New Oriental, as a company established for 30 years, is unlikely to be the flat management model of a start-up company, and it is likely to be as strict as a large company.
In the original era of education and training, many backbones of New Oriental were unable to leave because of their free personality and strong energy. Among them are co-founders Wang Qiang and Xu Xiaoping, who specialize in investment, as well as Chen Xiangdong and Sha Yunlong, who are independent educators, and Luo Yonghao and Li Xiaolai, who are dedicated to building personal IP.
If New Oriental's teacher's yearning for freedom does not prevent Yu Minhong from leading the team forward, then, after he let New Oriental transform into Oriental Selection to do live broadcasting, the contradiction between individual freedom and institutional constraints has been unprecedentedly magnified.
No matter how capable the teachers are, it is impossible for them to carry the team forward aloneBut Dong Yuhui now has the confidence to say, I'm sorry, I can.
In Douyin, the topic of "Oriental Selection" has 332600 million times, and "Dong Yuhui" also has 26.7 billion times, accounting for 80%.
Dong Yuhui's Douyin account.
Yu Minhong said in his response that he "never knew what 'fan circle culture' was", and this is the problem. He is not ready to face a top-level industry, and wants to copy the original rigid management system.
However, Lao Yu was lucky, and when he had not fully understood, the opposite Xinxuan Group also sent a vivid case of corporate governance.
On December 9, Kuaishou's brother Simba appointed Song Tieniu (Blue Mountain), one of the four founders, to replace Guan Qian as the group's CEO. Subsequently, Simba's number one ** Dandan posted in the circle of friends, "Finally get out of the group, eliminate harm for the people, and choose a pure land". This is clearly the look of a player who raises his eyebrows after ousting the manager.
Not long after Guan Qian from Ali took office this year, Dandan shouted in the live broadcast: "CEO, let me tell you again: I am used to you, it doesn't mean that I am used to you." "As a big anchor who tops half of Xinxuan's GMV, she definitely has this confidence.
Oriental selection, beautiful wrists, and making friends, none of these MCNs don't want to cultivate a new top class after being a big brother. But their failure just shows that MCN is not a good business, and the industry is too dependent on individual streamers.
If Yu Minhong had understood this earlier, Dongfang Selection might have been late after Dong Yuhui passed away, but it would never have fallen out of the top 5 in October and November for two consecutive months like now.
Fortunately, Dong Yuhui, who started as a teacher from New Oriental, is still more down-to-earth than Meng Yutong, who was photographed by Dong Mingzhu through the variety show "We Are New to the Workplace".
In the face of Meng Yutong, who has millions of fans in Xiaohongshu and a monthly advertising income of more than 100,000 yuan, but does not satisfy the leaders in his main business, Dong Mingzhu can only fire and express his disapproval, after all, it is difficult for an entity company like Gree to continue to provide the big stage that Internet celebrities need, but Dongfang Selection can.
Top players will become the ball bully, and if they don't go well, they will even expel the manager;Top artists will set up their own studios after becoming famous, or even leave their original agency to fly solo;With Dong Yuhui's character of "Little Yu Minhong", there is a high probability that he will continue to work in Dongfang Selection, but Lao Yu can't let Dongfang Xiaosun mess up the coffee position.