On the evening of December 16, Yu Minhong, the founder of New Oriental, and Dong Yuhui, the popular anchor of Oriental Selection, jointly broadcast live to jointly respond to the recent "small composition turmoil" that has attracted wide attention. Late at night on December 17, Dongfang Selection released a poster for Dong Yuhui's rebroadcast, and Dong Yuhui's position has been "Dongfang Selection Senior Partner".
A few days ago, a small essay recited by Dong Yuhui during the live broadcast was out of the circle. Some netizens asked who the copywriter came from, and the response of the Oriental Selection account was the result of teamwork. Subsequently, there were repeated quarrels with netizens over this, and Sun Dongxu, then CEO of Oriental Selection, dropped his mobile phone when he responded in the live broadcast room. In response to public opinion, the live broadcast room also blocked some netizens;On December 15, another anchor ridiculed netizens for "not being able to afford egg yolk crisp", causing the brand to fall further into the whirlpool.
It is basically an industry practice for anchors and teams to co-write copywriting and read the manuscripts written by the team. insisted on arguing with fans endlessly for this reason, obviously lacking professionalism. A series of behaviors such as throwing mobile phones and ridiculing netizens in the follow-up are even more unbelievable and expose the company's poor management.
Yu Minhong and Dong Yuhui combined for live broadcast to respond to key issues one by one, and the company's handling of the relevant responsible persons or dismissal or suspension of broadcasting can be regarded as a temporary end to the turmoil. But what we need to think about is why the internal management problems of an enterprise have caused a large area of social concern?How to balance the relationship between the growth of anchors and the development of the company in the emerging format of live streaming?
The sudden emergence of Dongfang Selection is inseparable from Dong Yuhui's differentiated live broadcast;Dong Yuhui can become a top class, which is inseparable from Yu Minhong's decision-making and support, and inseparable from the close cooperation of the team. The success of this business model is not only due to personal efforts and talents, but also to enjoy the dividends of the times, because the general trend of the live broadcast economy has given the anchor opportunities, the platform has built the stage, and the consumers have not hesitated to trust.
The new management problems that have caused the turmoil actually represent a common problem in the live broadcast industry. The live broadcast platform and the top Internet celebrity achieve a balance of interests, so as to achieve a win-win situation, and the test is not only Dongfang Selection. As a live broadcast company, excellent anchors are the core competitiveness, and there should be no mutual tearing inside and outside the live broadcast room. Since the team is working side by side, we should work together to maintain the brand image, not to engage in internal friction because of trivial things, and not to compromise the sincerity of consumers due to internal contradictions.
The good relationship between the top anchor and the live broadcast organization needs more run-in exploration, but whether it is a conflict of personality or a conflict of interest, it cannot wear out the value concept. Everyone in the live broadcast team should maintain the greatest respect for consumers. Products and services need to be selected, and professionalism must also stand up to selection. (Beijing Evening News Meng Yatan).