Dongfang Selection, a live broadcast e-commerce platform that was once popular all over the Internet, has recently fallen into a crisis. On December 16, Dongfang Selection officially issued a notice on personnel appointment and dismissal, announcing that Chairman Yu Minhong would concurrently serve as CEO and remove Sun Dongxu as executive director and CEO. This news sparked heated discussions among netizens, some questioned Sun Dongxu's ability, some were worried about the future of Dongfang Selection, and some suspected that it was a marketing gimmick.
Sun Dongxu, who is familiar with Dongfang Xiaosun, is one of the core figures of Dongfang selection. He used to be a teacher and principal of New Oriental, and later transformed into an executive director and CEO of New Oriental**, and then continued to serve as an executive director and CEO as New Oriental** changed its name to Oriental Selection. He often appears in the live broadcast room with Dong Yuhui to introduce and recommend the products selected by Dongfang, giving people a sense of amiability and approachability.
So, why was Sun Dongxu dismissed?It is reported that this is related to some of his inappropriate words and deeds during the live broadcast. In June 2022, Sun Dongxu falsely promoted a product in a live broadcast, which was exposed by a consumer, Mr. Wang. Mr. Wang said that he bought an "enzyme fruit tea" recommended by Dongfang Selection, and found that this product was not "no additives, no preservatives, no sugar" as Sun Dongxu said, but contained a lot of additives and sugar. Mr. Wang also provided the test report of the product to prove his claim. This incident caused the anger of netizens, who accused Sun Dongxu of deceiving consumers and questioned the quality and integrity of Dongfang Selection's products.
In July 2022, another shocking thing happened to Sun Dongxu in the live broadcast. At that time, he was working with Dong Yuhui to promote a mobile phone, but in the process of demonstrating the functions of the mobile phone, he suddenly dropped the mobile phone on the ground, and then stepped on it a few times with his foot, looking very excited. This scene was filmed by netizens and quickly went viral on the Internet. Netizens speculated whether Sun Dongxu was emotionally out of control, or was deliberately smashing his own brand. Some netizens also joked that this is a new sales method to show the drop resistance of the mobile phone.
In December 2022, Sun Dongxu sparked controversy again. In a live broadcast, he mentioned the salary of Dong Yuhui, another anchor selected by Dongfang, saying that Dong Yuhui's annual salary is 1500 million, and his annual salary is 100 million. This remark immediately aroused heated discussions among netizens, some expressed envy, some expressed skepticism, and some expressed dissatisfaction. Some netizens believe that Sun Dongxu's disclosure of Dong Yuhui's salary is disrespectful to his privacy and disrespectful to him. Some netizens believe that it is inappropriate and insincere for Sun Dongxu to show off his income like this. They believe that the success of Dongfang Selection depends on the support of consumers, not on the boasting of anchors.
The above incidents have caused great damage to Sun Dongxu's image, and also had a negative impact on the brand reputation of Dongfang Selection. Therefore, the board of directors of Dongfang Selection decided to remove Sun Dongxu from the position of executive director and CEO, and the chairman Yu Minhong concurrently served as CEO. This decision is also to give consumers an explanation, showing that Dongfang Selection attaches great importance to product quality and service attitude, as well as the punishment of the anchor's inappropriate words and deeds.
So, Sun Dongxu was dismissed, can Dongfang Selection stop losing fans?This is a difficult question to answer. On the one hand, although Sun Dongxu has made some mistakes, he also has his advantages and contributions. He used to be an excellent teacher at New Oriental and one of the founders of Oriental Selection. In live broadcasts, he is often able to use professional knowledge and humorous language to provide consumers with valuable information and entertainment. His partner with Dong Yuhui is also a highlight of Dongfang Selection. His departure will undoubtedly make some fans who like him feel disappointed and regretful, and it will also change the atmosphere and rhythm of Dongfang Selection's live broadcast.
On the other hand, Sun Dongxu's dismissal may also be an opportunity for Dongfang Selection. This opportunity is to allow Dongfang Selection to re-examine its own positioning and development direction, to make Dongfang Selection pay more attention to the quality of products and the level of service, and to make Dongfang Selection more diversified and innovative. Dongfang Selection should not only rely on the personal charm of individual anchors, but should establish a more stable and professional team, cultivate more excellent anchors, and create more high-quality content. Dongfang Selection should not be limited to the model of live broadcast e-commerce, but should expand more business areas, such as cultural tourism, education and training, social networking, etc., to form a more complete and rich ecosystem.
In short, Sun Dongxu's dismissal is both a challenge and an opportunity for Dongfang Selection. Whether Dongfang Selection can seize this opportunity, turn the crisis into safety, stop losing fans, and even increase fans depends on the decision-making and implementation of Dongfang Selection. We expect Dongfang Selection to find its own direction and advantages in this crisis, continue to provide consumers with high-quality products and services, and continue to create value and contributions to society.