Yu Minhong praised Dong Yuhui as Li Jiaqi .

Visual China.

Text |Financial Stories, Author |Wang Shuran, edChen Jiying.

The official account of Oriental Selection released a trailer, at 8 o'clock tonight, Dong Yuhui and Yu Minhong will live together again on the main account of Oriental Selection Douyin, previously, this ** period is usually Dong Yuhui's home field, which means that Dong Yuhui is about to officially return.

Oriental selection began to usher in a series of positive feedback.

The stock price responded, and the ** price on December 15 was 26HK$25, as of press time, the stock price has risen to 3175 Hong Kong dollars, **20%, close to the ** price of 32 on December 7 before the fermentation of the eventHK$75.

The market capitalization is also recovering, at 322 as of press timeHK$2.7 billion, up from HK$266 on the 15thHK$4.4 billion**20%.

The number of fans of its main Douyin account has also grown, reaching more than 28.9 million as of press time, compared with more than 28.69 million at 7 pm on the 17th, a total increase of more than 200,000 fans.

This sign of rebound has started since the live broadcast of Dong Yuhui and Yu Minhong on the evening of the 16th, and it is still continuing.

It seems that the crisis of Oriental Selection has passed, and everything is improving.

* The atmosphere of the field can be described as "universal celebration", fans have a great sense of winning back a game and getting what they want, "For Dong Yuhui, I will go back to pay attention and place an order" "Yuhui no longer only has options, this time it really has shares, and the right to speak will not be less" "Senior partner, deserved to be named"...

Of course, there are also a few voices who are worried, "Is the senior partner just a name, just like the title of a famous teacher in New Oriental?" ”

But in any case, things have made new progress,Now the relationship between Dong Yuhui and Dongfang Selection seems to be very similar to Li Jiaqi and Mei ONE - Li Jiaqi was originally a contracted anchor of Mei ONE, and then gradually promoted to a partner of Mei ONE.

Does this move mean that the positioning of Dongfang Selection will also undergo subversive changes? And Dong Yuhui, who doesn't want to be a selling anchor, will become "Li Jiaqi"?

In the comment area of Dongfang Selection's Douyin live broadcast room, there are obviously fewer negative comments than yesterday.

Yesterday, there were still many people swiping the screen, "When is the meeting?" "I can't afford it, I'm here to attend the conference" "Writing essays, aren't they all written by you?" "If Yuhui doesn't come, we won't buy it", and even some netizens will attack other innocent anchors.

But today's atmosphere is "peaceful", which has a lot of meaning, "sit back and wait for eight o'clock tonight", "give Yuhui Chong's performance at night", "support Peng Peng, Peng Peng come on"...

There has also been a big reversal on social platforms.

The day before, for the "great reconciliation" of Dong Yuhui and Yu Minhong's live broadcast together, there were still many people who felt that they were not happy enough to be happy and revenge, and they were angry with Dong Yuhui's misfortune, "Dong Yuhui is very passive, kidnapped by morality, and betrayed his feelings" "Honest people are always bullied" "Teacher Dong is still too emotional, respectable and regrettable" "It's a bit like the emotions of the heroes in Liangshan have already arrived there, but Song Jiang was recruited, and his emotions are not up or down, and he is very uncomfortable".

But today it's more about support, "Support Yuhui, support Yu Minhong, support Dongfang Selection" "Lao Yu's operation is clean and neat, decisive killing, worship" "Dong Yuhui has already gotten what he should get, you can give Dongfang Selection a chance, I believe that the experience of this Oriental Selection will make their business grow".

Even Luo Yonghao, who yesterday vigorously "slammed" Dongfang Selection for being unfair and upholding justice for Dong Yuhui, also said that this was a phased victory - last night in the live broadcast room of Making a Friend, Luo Yonghao broke the news that two reliable sources revealed that Dongfang Selection had renewed Dong Yuhui's contract at a sky-high price, and the specific amount was unknown.

With the personnel adjustment in recent days, the turnover of Dongfang Selection's live broadcast continues to rise.

Cicada mother data shows that as of 15 o'clock today, the GMV of Dongfang's selection of Douyin's main live broadcast room has reached 1000 25 million, which has reached the level after the GMV ** on the 12th in the early stage of the event.

In fact, yesterday was the second day of Yu Minhong and Dong Yuhui's combined live broadcast, and the GMV has begun to soar, directly rushing to 75 million 100 million, ** 687810,000, which is equivalent to about 1 3 times more than the 5,000 75 million GMV on December 9 before the event.

*: Mother cicada.

This is also the highest value in the past week - the event began to ferment on the 12th, and the GMV on that day fell from 5000 75 million on the 9th to 10 million to 25 million, and then due to the price reduction on the Oriental Selection Brand Day, the estimated sales on the 14th and 15th (suspended on the 13th and 16th) were both **, 5000 75 million, basically returning to the level before the event fermentation.

It is worth mentioning that yesterday's Oriental Selection Brand Day has ended, but ** is still continuing.

In today's live broadcast room, self-operated products still enjoy the same discount as yesterday - 95% off unlimited, 10 yuan general coupons, and some products enjoy "7 off now."2 yuan", "40 yuan off", "15 yuan off", "20 yuan off" and other different specifications.

For example, Oriental Selection self-operated Australian Angus beef patty (12kg box) the original price is 99 yuan, and the price after the coupon is 84 yuan; The original price of self-operated frozen green shrimp (720g) is 99 yuan, and the price after the coupon is 79 yuan; Self-operated South American white shrimp (165kg box, 30-40 specifications) from 128 yuan to 88 yuan.

I think that this kind of discount will continue for a while until the turmoil completely subsides. It can also be seen that today, Dongfang Selection's foreign policies and actions have been very cautious, and stability is the focus today.

Now, Dong Yuhui's coffee position has been promoted, at least nominally "isolated" from other anchor colleagues.

Referring to the industry, it is already close to Li Jiaqi's position in the United States, and has the status and treatment that industry insiders think should be a super anchor.

Previously, there has always been a big gap between the return given to Dong Yuhui by Dongfang Selection and the value evaluation of the head anchor in the industry.

According to the response of Sun Dongxu, the former CEO of Dongfang Selection, and other public reports, Dong Yuhui's annual salary after tax may be between millions and tens of millions of yuan, plus certain options.

And Luo Yonghao thinks that it is relatively fair for Dong Yuhui to take at least half of the proceeds of Dongfang Selection. According to the financial report of Oriental Selection, in fiscal year 2023 (June 1 last year to May 31 this year), Oriental Selection's GMV with goods will be 10 billion yuan, and the revenue from continuing operations will be 45100 million yuan, net profit of 97.1 billion yuan. If Luo Yonghao refers to half of the revenue, then in his opinion, Dong Yuhui should take more than 2 billion a year.

In addition, the industry's valuation of Dong Yuhui is also very high. According to the "Deep Web", the founder of a well-known MCN agency said that the valuation method of personal IP in the industry is generally (GMV sales - cost) * 12 months * 100 months, and the current valuation of Dong Yuhui's IP in the market is about 1 billion US dollars.

So, now that Dong Yuhui has been promoted to senior partner, is the treatment close to the general perception in the industry?

Luo Yonghao said that he renewed his contract at a sky-high price, and there were rumors on the Internet that Dong Yuhui got 05% of the equity, based on the current market value of more than 32 billion Hong Kong dollars in Oriental Selection, is equivalent to 1About 400 million yuan. However, 0 .5% may not be true, and there is no clear announcement of Oriental Selection at present.

Luo Yonghao said that if the listed company has a relatively large equity change, there will be an announcement.

It is not yet known whether the announcement will be made later, or because the shares allocated to Dong Yuhui have not reached the level of "relatively large".

However, no matter how many shares there are, Dongfang Selection has already made a preliminary attitude. But it is worth thinking about whether Dongfang's selection of this arrangement is a compromise with fans? Or did you think deeply and decide to keep up with the industry?

The answer may be the latter, the controversy in the industry over the management of the head anchor and Dongfang selection, Yu Minhong should really listen to it.

On December 17, at the 4th China Vocational Education Development Forum, Yu Minhong reflected, saying that the reason for the accident in Oriental Selection is that the thinking of the management team has not been reversed.

At the same time, he also has new thoughts on the cooperation model between Dongfang Selection and anchors.

He said at the meeting: "Now, Dong Yuhui (during the live broadcast) has hundreds of thousands of people in the same period, in such a (Internet celebrity) model, when you rely on a capable employee to build a business model, you must be willing to work for the employees, and the direction is the same, and it becomes a partnership." ”

This may be the logic behind his decision to promote Dong Yuhui.

However, at present, there may be different opinions on the substantive connotation of the senior partner.

Treatment is only one aspect, and more importantly, will Dong Yuhui's own positioning change? Will Dong Yuhui become Li Jiaqi?

Dong Yuhui previously said in the live broadcast that he doesn't like to sell goods, and he doesn't want to be a super anchor who sells goods well, he prefers to talk about books, culture, and travel recommendations, and he will never get tired of going to school to give free speeches.

And Yu Minhong also said at the time that he would respect Dong Yuhui, "Whatever Yuhui wants to do, as long as I think it is reasonable, I will definitely give Yuhui the ability to mobilize resources and let him realize it."

Therefore, it is reasonable to guess that the status of senior partner does not necessarily mean that Dong Yuhui wants to change direction and become the "king of sellers", and there is a high probability that he will not become the next "Li Jiaqi"., and what will be the subsequent adjustment of the business scope of his selection in Dongfang remains to be seen.

There is no doubt that Dongfang Selection will face a relatively large adjustment next.

First and foremost, the problem of management chaos is expected to improve.

From this incident, it can be seen that there are indeed management problems within Dongfang Selection, including having the authority to speak twice at will under the official account, removing Dong Yuhui from the promotional poster of Brand Day during a sensitive period, Sun Dongxu "meeting" with fans, blocking fans in the live broadcast room, and "gaffe" during the live broadcast of anchor Tianquan, etc.

In this regard, the former CEO of Dongfang Selection may indeed bear most of the responsibility. According to a report by Acorn Business Review on December 17, former employees of Oriental Selection told him that the fundamental reason why the Oriental Selection incident can ferment to the current level is that the internal management is too chaotic, and the company's leaders are all former New Oriental teachers, and the management is not professional. And Sun Dongxu's style is in a hurry, too arbitrary, and likes to give people meetings.

A senior live broadcast practitioner also said that Sun Dongxu does not understand live broadcast and management, which is basically the consensus of industry insiders, and he is better at thinking of new ideas and developing new businesses, such as New Oriental did K12 at the beginning, and Oriental Selection was self-employed.

Previously, Yu Minhong was not too involved in the management of Oriental Selection. The former employee of Dongfang Selection said that Yu Minhong had little to do with Dongfang Selection before, he was just the chairman of the board of directors and had no right to manage specific affairs, and was more like a referee.

Luo Yonghao also said in the live broadcast recently, "Mr. Yu's management style is gentle and conniving at the existence of bad phenomena. ”

After the lessons of this incident, Yu Minhong, who officially took over the selection of CEO of Dongfang, must sort out these problems.

In addition, in terms of the cooperation model with the anchor, as mentioned above, Yu Minhong also made new thinking.

However, will the status of the head anchor become like a traditional MCN organization? Will there be a subversive change in the positioning of Oriental Selection?

The former CEO once said about the positioning of Dongfang Selection, "We are not a live broadcast company, nor are we a star-making MCN organization, but an agricultural product technology company and a cultural communication company." ”

In other words, Dongfang Selection didn't want to be a beautiful one and three sheep, and Dong Yuhui and other anchors were not Li Jiaqi and Brother Xiaoyang.

But now that Dongfang Selection has praised Dong Yuhui as "Li Jiaqi", does it mean a reversal of positioning?

Guess probably not.

Giving Dong Yuhui higher treatment and voice does not mean that Dongfang Selection will take the head anchor as the IP center in the future.

After all, a serious issue is that considering the long-term development, it is the general trend to demote the head anchor, Yu Minhong cannot go against the trend, and Dongfang selection is always the center.

In particular, after experiencing this incident, I want to come to Dongfang to select a better understanding of the appeal and influence of the head anchor, and I can't "put my eggs in one basket".

It's just that the way it is handled may be softer, and it will be more cautious in its words and deeds.

In fact, it is also the consensus of the industry to demote the head anchor, and even those institutions that once relied on a super anchor to "make a fortune" have begun to slowly adjust.

For example, although Mei ONE is constantly incubating new anchors in the way of cultivating and assisting broadcasters, the two new live broadcast rooms it incubates, "All Girls" and "All Girls' Wardrobe", are no longer centered on a certain anchor.

The current number of fans in these two live broadcast rooms is more than 5.6 million, although it cannot be compared with Li Jiaqi's more than 82 million fans, but compared with April this year, it has increased by more than 1.8 million fans, indicating that the penetration of fans is gradually increasing.

In addition, even in Li Jiaqi's personal live broadcast room, Li Jiaqi's "length" is gradually adjusted- Usually two hours before the live broadcast, the anchors will live broadcast the goods, and then he will appear, and at the end of the live broadcast, he will be handed over to the assistant broadcasters again.

Another example is to make a friend, Huang He, the founder and CEO of Make a Friend, said last year that the initial positioning of Make a friend was an e-commerce company, not an Internet celebrity studio. The logic of the company is "to be a number rather than a person", because there will be a lot of uncertainty and instability to be an expert.

And Luo Yonghao also recently posted on Weibo that the de-Luohua of making a friend is now nearly complete, and whether he broadcasts it now or not, the impact on the company's revenue is only a few percentage points.

At the same time, he also said that the premise of de-Luohua is to be completed jointly with his own cooperation, otherwise it may not be a win-win result. Referring to the aspirations of Dong Yuhui once expressed, it is likely that he himself may not want to take on the responsibility and pressure of Dongfang's selection of "soul figures".

At this point, the Dongfang selection incident has been fermenting for nearly a week, and it has finally come to an end, Dong Yuhui chose to stay, and Yu Minhong promoted him to coffee, thinking that they have made the most suitable decision for each other.

Now many people are looking forward to it, just wait for 8 o'clock in the evening, Dong Yuhui's live broadcast will officially return, and what kind of feedback will Dongfang Selection usher in, and wait for further "onlookers".