Recently, a series of events in Dongfang Selection have aroused widespread attention and discussion. In particular, Dong Yuhui's fans, who call themselves Dong's mother-in-law, showed unusual enthusiasm and devotion to Dong Yuhui's affairs, which was surprising.
At first, the operator of Dongfang Selection defended the efforts of the company's internal team in the comment area, saying that not all copywriting was written by anchor Dong Yuhui, which should have been a normal thing. However, Dong Yuhui's fans are unrelenting. On the evening of December 11, Dong Yuhui's fans poured into the live broadcast room of Gaotu Jiapin, shouting "The wealth sent by Dongfang Selection, you have to catch it", and publicized it everywhere in the Douyin comment area of Dongfang Selection, claiming that they only watched Dong Yuhui and unfollowed the tuba. As of December 13, Dongfang selected 100,000 fans, but Dong Yuhui's fans rose by 100,000.
Dong Yuhui's emotional value to them can be seen. The level of fanaticism in this fan circle culture is really astonishing. Fans seem to have forgotten that the relationship with Dong Yuhui is actually just a shopping relationship, not a kinship. Buying some products does not make them really related to the wealthy Dong Yuhui.
Regarding Dong Yuhui's treatment, Sun Dongxu, CEO of Dongfang Selection, said that the tens of millions of dollars spread on the Internet are only part of Dong Yuhui's income. This was originally a trivial matter, but it actually affected the stock price of listed companies, which became a public event, and had a negative impact on corporate governance, development and the economy.
Why are the fans so crazy?Actually, it's useless to reason with these people. These fans are too addicted to the incitement of **, unable to distinguish between reality and virtuality, and a "family" can stimulate their desire to shop. These fans are willing to pay for their imaginary sons-in-law and boyfriends, and they are obedient to them. But we must not forget that this is just a fantasy of the virtual world.
The mother-in-law's behavior may seem unreasonable, but they are able to express their emotions in the virtual world, because Dong Yuhui has great emotional value to them. They are brave enough to speak up online because they may not be able to express their emotions in real life, which makes them feel brave.
However, the emotional intelligence and IQ of the mothers-in-law seem to be lacking. They personally tricked Dong Yuhui and may put him in trouble. The mothers-in-law were too excited in some incidents, questioned the company's management, and even demanded the dismissal of Dong Yuhui at every turn, which was not a good thing for Dong Yuhui. If he were to go it alone, would he really be able to succeed?The anchor and the person in charge of the company are two different roles, and Dong Yuhui may not be good at the latter.
The mother-in-law's behavior also had a negative impact on Dongfang Selection's stock price, which also caused the company to suffer. Although Dong Yuhui is a shareholder of Dongfang Selection, this controversy may have had a negative impact on the company's overall image.
Dong Yuhui himself has clarified many times that his salary and status are quite high, but these remarks do not seem to calm the emotions of his mother-in-law. Their emotions are easily manipulated and they like to place orders and shop in the live broadcast room. This is a challenge for the company, because the emotionally stable audience is the real beneficiary.
In short, Dongfang Selection faces many challenges, including how to expand sales, maintain relationships with fans, and deal with the backlash of fan circle culture. These are all headaches for the company's leadership. The fluctuation of fan sentiment is a factor that cannot be ignored, and companies need to find ways to guide and educate fans in order to maintain the stable and sustainable growth of the business. This is also a challenging task for an entrepreneur like Yu Minhong.