This article is an original manuscript of Zijin Finance, **please indicate**).
Dong Yuhui once again fell into the ** whirlpool, and caused his fans to directly "tear apart" Dongfang Selection.
Recently, Dongfang Selection said that part of Dong Yuhui's "small composition" copywriting was made by the team, which caused dissatisfaction among fans, and this incident continued to ferment into a confrontation between Dong Yuhui's fans and Dongfang Selection Company, even if the executives came forward, they did not quickly settle the dispute.
In the early morning of December 13, Dong Yuhui posted a long article in response to the "small composition" incident that has caused heated discussions recently.
He said that some of the "small composition" copywriting for the provincial special session was written by him personally, such as Xi'an and Inner Mongolia. There is also a part of it that he gave ideas and suggestions, created after recording, and finally completed after discussion and revision by both parties.
At the same time, there are also creations according to their own ideas, and if Dong Yuhui is satisfied, he will rarely change or not change.
In the end, he said that the company resolutely said no to the behavior of the fan circle and hoped that fans would remain calm.
On the same day, Dong Yuhui's small essay Dongfang Selection CEO said that Dong Yuhui's annual salary was more than 10 million, and Dong Yuhui responded to the small essay incident and other topics appeared on Weibo hot search.
The beginning and end of the "Little Essay Crisis".
On December 5, Oriental Selection posted a warm-up on its account about Oriental Selection Jilin Trip**, with the text "Great beauty is not spoken!".There are a few hidden details in Jilin's 'small composition' this time, I believe you will be able to resonate!”
In the comment area of this **, Dongfang Selection's message said that the copywriting came from the team: "Every time a small essay is made, the anchor is in front of the camera, and behind it is the copywriting creation team, the shooting team, and the editing team. ”
This remark caused dissatisfaction among Dong Yuhui's fans, and some netizens replied: "Yu Minhong said that the copywriting was written by Dong Yuhui", and asked if he was lying.
After arousing questions from netizens, Dongfang Selection said in the comment area, "I'm sorry for discrediting the boss." Mr. Yu is floating outside every day, and he really doesn't know the details of the business. ”
In order to calm the small essay turmoil, Dong Yuhui and Sun Dongxu, executive director and CEO of Dongfang Selection, mentioned during the live broadcast: "Hu replied in the comment area who claimed to know the business very well, which caused many friends to feel uncomfortable, and I sued Mr. Yu directly." Yu Minhong asked me to communicate directly with Dongfang Xiaosun, don't be too polite, we communicated very fiercely tonight, and probably drank several pots of wine. ”
In response to Dong Yuhui's response, Dongfang Selection didn't buy it, and directly responded in the comment area: "I was already aggrieved, but this time the comment area was smoky, and I couldn't bear Yuhui to say 'I claim to know the business very well' and 'Hu replied' in front of the camera last night." There is no 'Hu reply'"!
Then he immediately turned the spearhead to fans: "There are always so-called 'fans' who stir up trouble back and forth in the name of love, and even cyberbullying us"!
At this point, this interaction has evolved into a "war of words" between Dong Yuhui's fans and employees of Dongfang Selection Company. Fans were dissatisfied with the "backstabbing" Dong Yuhui and stealing the credit, so they used the behavior of "climbing the wall" to select the "board" to the East.
On the evening of December 11th, Gaotu Jiapin's live broadcast room was swiped by Dong Yuhui's fans, and these fans who called themselves "mother-in-law" poured into Gaotu live broadcast room, shouting "The splashing wealth sent by Dongfang Selection, you have to catch it".
No one would have thought that Dongfang's selection of only one sentence "a small composition is from the hands of the team" would push the live broadcast room of Gaotu Jiapin to the peak.
At this time, it doesn't matter who created the small composition, and the contradiction between Dong Yuhui's fans and Dongfang Selection employees was further intensified, and it was put on the table.
Seeing that the situation continued to ferment, the CEO of Dongfang Selection urgently spoke out.
On the evening of December 12, Sun Dongxu, CEO of Oriental Selection, responded to the "small composition" incident of Oriental Selection in the live broadcast room.
Sun Dongxu said in the live broadcast room, "There are many fans who keep asking why the company treats Yuhui badly on the Internet, please don't worry that Yuhui will be bullied in the company, and don't worry that he will be owed by the company in terms of treatment." The company's investment and guarantee in Yuhui should be and must be. Some time ago, according to the screenshots of the financial reports of listed companies circulating on the Internet, someone said that Yuhui earns tens of millions of dollars a year. Please rest assured that the fans who want Yuhui to get a fair return are only part of Yuhui's income. ”
The stock price plummeted, and the live broadcast room dropped more than 100,000 fans
After the contradiction of the "small composition" incident was further intensified, the live broadcast room of Dongfang Selection began to lose fans, and the stock price also declined.
Gray Dolphin data shows that on December 11, the number of people in the Dongfang Selection live broadcast room was only 8.18 million, while the data in the previous three days was 12.1 million to 16.91 million.
According to public data, on December 9, Dongfang selected 3115 Douyin fans90,000 people. Zijin Financial Search found that by the afternoon of the 12th, the number of fans of Dongfang Selection was 31.04 million, and in just a few days, more than 100,000 fans were lost.
As of the 13th**, the share price of Oriental Selection fell 1296% at 27HK$2, with a total market capitalization of 276HK$0.8 billion.
For Dongfang Selection, how to sort out the relationship between anchors and consumers, how to manage the relationship between internal employees and anchors, and how to control the risk of public opinion have all become issues that must be faced.
It is not the first time that the Eastern Selection has been besieged.
As early as the beginning of this year, some netizens discovered that the personal label of "Yuhui Push" in the live broadcast room "Oriental Selection Book Number" under the name of Dongfang Selection was removed, and the image of Dong Yuhui, the "square-faced teacher" on the packaging of Dongfang Selection's own brand steak, was also missing, and all kinds of "de-Dong Yuhui" phenomena caused dissatisfaction among fans.
In fact, the distribution of interests between the number one anchor and the company has always been the most common internal contradiction in the field of live streaming. In the field of live broadcast e-commerce, getting rid of the dependence on top anchors is a bottleneck that platforms generally need to face.
However, judging from the current situation, in terms of getting rid of a single big anchor and diversifying the risks of the platform, strengthening management is the basic problem that Dongfang Selection needs to solve.
What kind of ending will the farce of Dongfang's selection of "small compositions" end in?Will there be a lasting impact?Zijin Finance will continue to pay attention.