Poster News reporter Zhou Lingfeng reports.
On the evening of December 16, Yu Minhong, founder of New Oriental and chairman and CEO of Oriental Selection, said on Weibo that he "appeared in the live broadcast room with Dong Yuhui" to answer the questions that netizens concerned about in the recent "small composition" incident.
Yu Minhong said that Dong Yuhui never said that he would leave Dongfang Selection, "We communicated very smoothly. In response to rumors on the Internet that the removal of Dongfang Selection CEO Sun Dongxu is a "two-choice" behavior, Yu Minhong said that there is no such thing, and the main reason for the recall is poor management. The poster news reporter found that netizens had mixed reviews of Dongfang Selection's "live broadcast public relations" behavior, and the apology did not stop fans from leaving.
On the evening of December 16, Yu Minhong and Dong Yuhui jointly responded to the "small composition" incident in the live broadcast room of Oriental Selection.
apologized, stated that "fans and stock prices are still **."
On the afternoon of December 16, the official account of Dongfang Selection Douyin issued a document saying: After the decision of the board of directors of Dongfang Selection, Chairman Yu Minhong concurrently served as the CEO of Dongfang Selection, and Sun Dongxu was removed from the position of executive director and CEO of Dongfang Selection, effective immediately. The announcement then rushed to the hot search list, with nearly 40 more than 40 likes.
I thought that this announcement could draw a short break for the "small composition" incident, but netizens in the comment area obviously didn't buy it, some fans questioned the regularity of the document, some asked "when will Dong Yuhui return", and even directly said "Dong Yuhui will no longer continue to pay attention when he comes back".
In addition to the personnel appointment and dismissal announcement on the 16th, Yu Minhong, the founder of New Oriental, has previously expressed his attitude towards this matter through social accounts and other channels, and the official account of Oriental Selection has also put the relevant apology ** to the top to ask fans for understanding, but fans have not stopped running away.
The reporter found that the incremental curve of Dongfang Selection's fan trend in the past 7 days has fallen off a cliff, and the total number of existing fans is also **. As of press time, the number of fans has increased from 3108 on December 1260,000 fell to 284320 thousand. Not only the number of fans**, but also the company's stock price was affected, with a total of **19 for three days from December 11 to December 132%。
The fan change curve of Dongfang Selection Douyin account in the past 7 days.
The number of followers affects the turnover of live streaming accounts. However, the official statement of Oriental Selection on December 15 said, "On December 15, the day when the farce broke out, the performance not only did not decline, but even surged all the way." Once again, with the outstanding performance of its own products, it set a record for the highest single-day sales. ”
Dongfang Selection believed at the time that the recent outbreak of ** had exposed the conflict between its internal Internet celebrity model and product line. However, judging from the data, the core business of Dongfang Selection's self-operated products has not only not been affected, but has shown the brand's strong ability to resist risks.
But now that fans are fleeing in large numbers, is there a contradiction between such a reality and their prediction?
The cloudy Oriental Selection.
The reporter found in social ** that the exodus of fans is not just because of the "small composition" incident itself.
We are consumers, not employees, who will we show our mobile phones to?On the evening of December 12, Sun Dongxu, the former CEO of Oriental Selection, officially responded to the recent small essay incident in the live broadcast room. At the beginning of the live broadcast response, Sun Dongxu said, "Come to a meeting today", and threw his mobile phone on the table casually, making a "pop" sound, and the scene of dropping the mobile phone quickly aroused heated discussions among netizens. Obviously, Sun Dongxu's behavior in the live broadcast room is inappropriate, if you look at the announcement of the removal of Sun Dongxu alone, maybe he can get some netizens' understanding just for his behavior.
But in addition to Sun Dongxu, there is also Dongfang's selection of its own anchors to "add oil and vinegar" to the fermentation of **. On the evening of the 15th, Dongfang Selection anchor Tianquan imitated Sun Dongxu throwing his mobile phone during the live broadcast, and his words were suspected of provoking fans' spending power, which caused controversy.
On the afternoon of December 16th, Dongfang Selection Douyin issued an apology from the anchor Tianquan**, Tianquan solemnly apologized to netizens in **, saying that he did not control his emotions, "I'm very sorry, I regret my behavior yesterday." He said that he had no intention of offending the majority of netizens and would continue to criticize himself.
The cloudy Oriental Selection had to be announced in the early morning of December 16 and stopped broadcasting that day. The official Douyin account of Oriental Selection updated the introduction, saying, "Today is temporarily suspended, I have thought about it behind closed doors, please criticize!."Teacher Yu is leading everyone to review. The broadcast will start on time on December 17th, thank you for your love and tolerance!”
The Douyin account of Oriental Selection announced that it would stop broadcasting for 1 day.
Netizen: Maybe Dong Yuhui really thinks so, personality determines fate.
The reporter found that the interesting thing is that in order to call for Dongfang Selection, on the evening of December 11, Gaotu Jiapin, the live broadcast room of Dongfang Selection's competing products, ushered in the peak of traffic on the air, and fans shouted in the comment area "Dong Yuhui came to Gaotu Live Room", "You and I have no chance, it all depends on Dong Yuhui", "I want to catch this splashing wealth". Statistics show that the live broadcast room of Gaotu Jiapin is the same as the previous day's 2Compared to 70,000 people, there was an influx of 600,000 people that day.
This also shows that the emotions and attitudes of Dong Yuhui's fans have obviously affected their ** and consumption behavior of Dongfang Selection. "There is an analysis of industry insiders.
In this regard, there are also remarks on the Internet that Dong Yuhui jumped ship and a company threw out a sky-high salary to call Dong Yuhui. In response to the rumors of whether he will change jobs, Dong Yuhui himself also said in the same frame live broadcast with Yu Minhong on the 16th, "Dongfang will not treat himself badly in terms of treatment." I have received a sky-high offer, but out of my personal career development willingness, I still choose to stay in Dongfang Selection".
Dong Yuhui said that even if he really doesn't work and leaves Dongfang Selection in the future, he hopes that Dongfang Selection will be good, and he doesn't want to see his hard work ruined. "If my existence can be selected for Dongfang, I will exist, and if my existence cannot make Dongfang select well, Mr. Yu will adjust it for me. ”
In response to the live broadcast on the evening of the 16th, Luo Yonghao posted that "it is another faint move". "After correcting the mistakes, negotiating the conditions, and letting Xiao Dong come back to broadcast as if nothing happened, it is the best and most reasonable arrangement not to mention it. In fact, the heart is weak, and you don't have the heart to say it completely and honestly, so why do you have to show your face at this juncture?”
On December 16, Luo Yonghao posted on Weibo that "it's another stupid trick".
Some netizens said, "Maybe Dong Yuhui really thinks so, I think it's not wrong that character determines fate many times", Luo Yonghao replied, "It is very likely that this young man is too simple and kind, if this is indeed the case, the fate of being squeezed dry and discarded is doomed, alas." ”