Dong Yuhui's "small essay incident" intensified, and Yu Minhong is faced with a choice between two, how will it end?
Small rehearsal event"The choice of the East intensified.
On the evening of the 12th, Sun Dongxu, the executive director of "Oriental Draft", officially responded to the recent one in the live broadcast"Small rehearsal event", but it completely ignited the powder keg, which quickly sparked heated discussions.
Some people are dissatisfied with Sun Dongxu"Put down your phone"："When he is at work, he watches his boss's meetings, and outside of work, he will swipe off his mobile phone and watch other people's boss's meetings. "
There are also people who are fighting for Dong Yuhui:
Without Dong Yuhui's live broadcast, we won't pay attention"
At the opening of trading on December 13, the share price of Oriental Select continued to fall, falling by nearly 20% in three trading days, and its market value evaporated by more than HK$6 billion.
Not only that, in three days, the Oriental team of a certain sound account lost more than 120,000 fans, and it was not until the 13th day that the Oriental team lost nearly 50,000 fans.
Small rehearsal event"The more troublesome it gets, Yu Minhong also apologized on the 14th:
As the chairman, I have the responsibility to lead, and I apologize to Yu Hui. Masayoshi Son is young and has the will to do things, but she is not tactful enough. "
But now, the storm has not subsided, and this one is intensifying"Small rehearsal event"How will it end?
Small Essay Event.
First, let's recap"Small rehearsal event"The beginning and end: This event originated on December 10 for the last time in the Oriental Selection"A trip to Jilin", when three days sales 27.6 billion, a historical record, is another high-profile moment in the Oriental selection.
At the same time, everywhere Dong Yuhui went, he would read out a brilliant article"Small composition", which was appreciated by netizens, so a question was put on the table - repeatedly left"Small composition"Lap!"Whose hand is it?
The editor of "Oriental Constituency" explained ** with the official account, saying that the anchor is in front and the team is behind, and the short article is written by the editorial team behind the scenes and read by the anchor at the main moment.
However, this comment caused dissatisfaction among Dong Yuhui's fans, who believed that the editor was in"Credit", some people don't like this practice:
Yu Minhong said that Shanxi's little ** was written by Dong Yuhui, are you lying or Yu Minhong lying?"
But the editors of the Oriental Anthology were not at all afraid, but bluntly spoken:
Shanxi's copywriting is also written by the editorial team, and the customer service may not know the details"。
The matter is getting bigger and bigger, Dong Yuhui and Sun Dongxu, the boss of Dongfang Selection, have to come out to answer, Dong Yuhui told"Hu replied"Edit.
However, this wave of edits"Kill the madness"Directly, he used the official account to express his dissatisfaction with Dong Yuhui in the comment area, and directly put the comment at the top.
Since then, the contradiction has further intensified, so that Dong Yuhui has been arrested"Bad taste"Suspended for a while, the Eastern team lost 120,000 fans in three days, and the stock price was up 20%.
Because of this, on the evening of December 12, Sun Dongxu, CEO of Oriental Selection, responded to a scene in the live broadcast, but Oriental Sun's response completely ignited the powder keg, not only for fans, but also for fans"Leaders Meeting", and said that Dong Yuhui's annual salary of 10 million not only exposed Dong's privacy, but also implied that Dong's salary was too high
So much so that on December 14, Yu Minhong had to come out and respond, trying to calm the turmoil. However, the response still had no effect, in the chat history claiming to be from **"The interior of the Oriental Pearl was selected**"Later, Yu Minhong faced a choice between Dong Mingzhu and Sun Hongbin.
Does the Eastern team exist"Big anchor dependence"？
In the foreshadowing at this stage, some netizens said"The editor's selection is actually an authorized selection"This is also reflected in the problems that the East Sweeper is now facing:
He suffers"Big anchor dependence", relying too much on Dong Yuhui's personal assets.
This is reflected in the data, a certain sound, the theme of "Oriental Draft" ** 32.8 billion times, and Dong Yuhui alone followed 26 billion times, as for Yu Minhong, it was only 6.6 billion times, which is equivalent to a fraction of Dong Yuhui.
In addition, according to the research data of Haitong**, in the absence of Dong Yuhui and the opening day of ** guests as a reference, in June this year, Dong Yuhui recorded a daily average of 8.07 million +289% with an average turnover rate of 017‰/+0.14pct, with an average GMV value of 14.14 million +356%, as the main anchor flow of incremental effect is prominent.
Prior to this, the Eastern team itself had deliberated many times"Depreciating"Dong Yuhui's image.
For example, support for other fulcrums, including Tongtong, Mingming, and Yoyo, is a complement to Dong's current choice of fulcrum;
Another example is to reduce the frequency and duration of Dong Yuhui's live broadcasts, hide his personal comic image on the product packaging he owns, and so on.
Judging from today, a series of operations of the Oriental National Team did not have the expected effect, and the fans of the above three Eastern National Team anchors joined, but Dong Yuhui alone only accounted for 35%.
What's more,"Small rehearsal event"The outbreak also proves that Dong Yuhui's personal appeal to the fan group may be far beyond the imagination of some people.
What does the future hold?
In fact, not only Oriental Select, but also many major market leaders, including Luo Yonghao, Li Ka-shing, Xiao Yangge, etc., are facing similar problems:
Due to the unique ecology of the e-commerce movement, the fulcrum that has been pushed to the front of the stage has become the most important part of the company's business, not only the fulcrum has to share too many benefits, but also once the fulcrum has problems, the whole company will be finished.
Especially Dong Yuhui and other foremen, there is another difference, Li Jiaqi and Xiao Yang, these foremen, he himself is the person in charge of the company, so he does not exist"The power is high", the question of the level of voice in the company.
Although"Oriental Selection"Executive Director Sun Dongxu emphasized"The Oriental Selection did not treat Dong Yuhui badly"，"An annual salary of tens of millions is only part of the story", but for an anchor, whether it is more or less is probably a matter of opinion. Whether there are more or fewer anchors is a matter of opinion.
Moreover, in fact, as early as this time"A small test of the incident"Other companies have been trying it before"De-anchoring"to try business-level transformation.
For example, Luo Yonghao gradually from"Make friends"The live broadcast room disappears. Currently,"Make friends"There are more than 70 streamers operating more than 15 e-commerce lounges.
Another example is Xiao Yang, who is also one of a kind"Apprentice", worried that putting eggs in one basket will go wrong.
Therefore, the logic of the eastern group is the same:
Even without this time"Small rehearsal event"，"De-anchoring"It will definitely become a reality, and the unexpected outbreak of this incident will only accelerate this process and increase the number of "**"Dong Yuhui is addicted"determination.
So Dong Yuhui is likely to leave, and even if he doesn't, he will gradually be marginalized.
It's just that the Dongfang team seems to be too impatient, at this time, if there is no Dong Yuhui, who else can deal with it?So they made a wrong move this time.
Written at the end: There is only one Dong Yuhui in the Eastern National Team, but it is impossible to have only one Dong Yuhui forever, whether it is Executive Director Sun Dongxu or Yu Minhong, or Dong Yuhui himself, they must understand this problem.
This time"Small rehearsal event"It's just that the question of who is right and wrong is pushed directly from behind the scenes to the front of the stage, and it becomes less important.