This article**: Times Weekly Author: Liu Ting.
Between Sun Dongxu and Dong Yuhui, Yu Minhong still chose the latter.
On December 16, Dongfang Selection issued a notice on the official Douyin account stating that 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. In the afternoon of the same day, Yu Minhong once again issued an apology letter through the live broadcast room of Dongfang Selection, apologizing for Dongfang Selection's recent misconduct, and welcoming netizens to continue to put forward constructive opinions and criticisms on the development of Dongfang Selection.
At this point, the "small composition" incident, which had been fermented for a week, ushered in a big turning point. This turbulent ** turmoil has brought an unprecedented impact to Dongfang Selection.
According to Gray Dolphin data, from December 11th to 16th, Dongfang Selection's Douyin live broadcast room dropped more than 2.5 million fans. During the same period, the share price of Oriental Selection fell by nearly 22%, and the total market value evaporated by more than HK $7.5 billion in a single week. At present, the Dongfang Selection live broadcast room is in a state of suspension and is expected to resume on the 17th.
Sun Dongxu was dismissed, and Dong Yuhui's situation in Dongfang selection also became embarrassing. Although fans put the two on opposite sides, in fact, Dong Yuhui can become the head anchor and cannot do without Sun Dongxu.
In many interviews and public activities, Dong Yuhui said that Sun Dongxu is his Bole. When he first arrived in Beijing, Sun Dongxu drove Dong Yuhui to dinner every day and sent him homeSun Dongxu once exhorted Dong Yuhui many times when he wanted to leave his job, and pushed him to the front desk of the live broadcast. After the "small composition" incident, Dong Yuhui still expressed his gratitude to Yu Minhong and Sun Dongxu in his post.
Source: Yu Minhong Weibo
Bole went to work, and Maxima was also put into the fire pit, and it is still a mystery whether Sun Dongxu's dismissal will accelerate Dong Yuhui's departure. Prior to this, Dong Yuhui revised the profile of the social platform.
For Yu Minhong, after "slashing the horse with tears", the problem of Dongfang selection has not been completely solved, whether to choose to continue to rely on the head anchor, how to recover the lost fans and keep the advantage of the head live broadcast room, all test the management wisdom of the helmsman.
Regarding issues such as when Dong Yuhui will return to the live broadcast room and the impact of Sun Dongxu's resignation on the company, a reporter from Times Weekly contacted relevant people from Dongfang Selection, but did not receive a response as of press time.
OneFailedofCrisisPR
"The speed of the reversal of events is beyond the imagination of the outside world.
On December 14, it was reported that Yu Minhong was facing the situation of whether to protect Sun Dongxu or Dong Yuhui internally. On the same day, Sun Dongxu responded to the outside world, saying, "Rumors, there is no such thing";Yu Minhong also denied it, "It's okay, it's not so serious."
But just 48 hours later, the outcome was reversed. The reason why Sun Dongxu was dismissed from class pointed to his ineffective actions and arrogant attitude in the "small composition" turmoil. In the past week, Sun Dongxu's gaffes and gaffes when apologizing caused dissatisfaction among Dong Yuhui's fans, and even Yu Minhong's "self-punishment of three cups" did not calm the anger, which eventually led to the further intensification of the conflict.
Source: Dongfang Selection Douyin account
On December 12, Sun Dongxu held a meeting in the live broadcast room to respond to the "small composition" incident, and when answering the question of "why the company treats Yuhui badly", Sun Dongxu said, "The company recognizes Dong Yuhui's contributions, there is no owe in treatment, and the annual salary is not more than tens of millions of dollars on the Internet, which is only part of Dong Yuhui's income."
The above statement burned the anger on Sun Dongxu. Fans believe that Dong Yuhui is the "pillar anchor" of Dongfang Selection, and without Dong Yuhui, there would be no Dongfang Selection. Moreover, the salary of others on the public platform is a manifestation of the leader's dereliction of duty. In this response, Sun Dongxu's suspected action of dropping his mobile phone also made Dong Yuhui's fans feel uncomfortable, thinking that it was a sign of insincerity and arrogance.
Two days later, Yu Minhong apologized, saying that there were loopholes in the company's management in the "small composition" incident. The evaluation of Sun Dongxu is: "Young, energetic, but not mellow enough." On the same day, Sun Dongxu posted a response on Weibo** and bowed and apologized.
When I explained the Dongfang selection issue in the live broadcast, I was a little aggressive in terms of demeanor, tone, and expression, and the action of putting the mobile phone on the table also looked like it had fallen, which made the majority of netizens mistakenly think that it was a very disrespectful and rude behavior. I sincerely apologize here, please believe that I didn't mean it, and I will seriously correct it in the future. He also mentioned Dong Yuhui's unprofessional behavior and apologized to the outside world and Dong Yuhui.
Source: "Dongfang Xiaosun" Douyin account
Guo Tao, an angel investor and Internet expert, told the Times reporter that Sun Dongxu's dismissal was directly related to the failure of public relations in the "small composition" crisis. The "small composition" incident continued to ferment, causing huge losses to the company's image and interests. On the other hand, it is also related to Sun Dongxu's management strategy and team relationship.
For Dongfang Selection, Sun Dongxu's dismissal may have a negative impact on the company's operation and development, including the stability of the leadership and the adjustment of strategic direction. Guo Tao said.
AwkwardLeft to itDong Yuhui
As early as the beginning of this year, when the rumors of Dongfang's selection of "going to Dong Yuhui" were rampant, Sun Dong once said, "Even if you go to Xiao Sun, you will not go to Dong Yuhui."
Nowadays, it is a prophecy. But the CEO's resignation may not be the situation Dong Yuhui wants to see.
A month ago, at the 30th anniversary celebration of New Oriental, Dong Yuhui said emotionally: "I was originally so ordinary that it was not worth mentioning, but it was rare love that gilded my body." Mr. Sun Dongxu became my mentor, and he gave me the belief of optimism and progress. ”
Dong Yuhui has emphasized many times that Sun Dongxu is his Bole and has pulled him back from the brink of resignation.
Dong Yuhui revealed in an interview with "Daily People" that after the "double reduction", he once wanted to leave New Oriental. When I was the hardest, I took melatonin every day, couldn't sleep, ran to Peking University, and walked around the school. The person who gave Dong Yuhui his faith was Sun Dongxu, "He said that we will work together, and when it is dawn, we will be able to see the light."
Source: Dong Yuhui Weibo
After the "Little Composition" incident, Dong Yuhui blew himself up and drank several pots of wine with Sun Dongxu, and thanked him several times in response.
The turmoil has continued to ferment so far, and Sun Dongxu's resignation is a foregone conclusion, but there are still uncertainties whether Dong Yuhui will stay. On the one hand, Dongfang Selection has always wanted to reduce its dependence on super anchors, and on the other hand, after the CEO was dismissed, Dong Yuhui's situation in the company became more and more embarrassing.
At the beginning of this year, some netizens found 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 show that Dongfang Selection does not want to bet on one person.
At the same time, Dongfang Selection is also incubating more traffic anchors. In addition to Dong Yuhui, the anchor lineup selected by Dongfang also includes Dunton, Ming Ming, yoyo, etc. But compared with Dong Yuhui, there is still a gap in the popularity of these anchors. As of December 16, Dong Yuhui's Douyin account has more than 18 million fans, and the number of Dunton, Mingming, and Yoyo fans is 213 respectively20,000, 1.26 million, 13790 thousand.
Of course, after this turmoil, Dong Yuhui's importance to Dongfang Selection was further amplified. On social platforms, "Will Dong Yuhui stay?".Topics such as "when will Dong Yuhui return" have been frequently discussed.
Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, told the Times Weekly reporter that Dongfang Selection should have formed a positive feedback interaction with Dong Yuhui's traffic attributes, rather than restricting each other. Dong Yuhui has sticky users and immeasurable traffic value, which is the reason why investors are optimistic about Dongfang Selection, and it is also the reason why the company's stock price is the best after the internal contradictions broke out.
In Pan and Lin's view, it was the right thing for Yu Minhong to leave Dong Yuhui and remove Sun Dongxu. First of all, at this stage, Dongfang Selection should focus on Dong Yuhui's business, and then support multiple IPs after there is spare power. Secondly, Dong Yuhui is irreplaceable, and there are dual factors of ability and luck behind his success. Leaders should seize the core competitive advantages of the business and continue to grow.
Cui Lili, a professor at the Department of Digital Economy of Shanghai University of Finance and Economics and director of the Digital Business Research Center, pointed out to the Times reporter that the relationship between Dong Yuhui and Dongfang Selection is not exactly equivalent to the relationship between employees and the company, and the company's development is closely linked to Dong Yuhui to a large extent.
Yu Minhong'sPuzzle
Dong Yuhui's super popularity has pushed Dongfang Selection to the top position in the industry, but now, the "fan circle culture" in the live broadcast room is also eating up Dongfang Selection.
For the new CEO Yu Minhong, he may need to face the fan circle culture with a more open mind. Previously, in response to the "small composition" incident, Yu Minhong, Sun Dongxu and Dong Yuhui all emphasized that they opposed the fan circle culture.
Yu Minhong responded that he does not think that Dongfang Selection has a fan circle culture, and he also resolutely resists the fan circle culture, and Dongfang Selection has all netizens and fans who love Dongfang Selection and the anchors. Sun Dongxu said that the reason why Dongfang Selection rejects the fan circle culture is not that the fans of Dongfang Selection are fan circles, but that he really does not want the irrationality of a few people to lead the rhythm and affect the healthy environment of Dongfang Selection. Dong Yuhui stressed that he opposes stigmatizing anyone with ulterior motives in the name of "Fan Circle".
Source: Picture Worm Creative
Of course, as the helmsman, Yu Minhong also needs to deal with the relationship between the head anchor and the professional manager, the head anchor and the platform. In Cui Lili's view, big anchors are the core competitiveness of live broadcast companies, and professional managers should be responsible for the development of the company and clarify the rights, responsibilities and relationships between the two.
Yuan Shuai, executive vice president of the Institute for the Promotion of Agriculture, Culture and Tourism Industry, told the Times Weekly reporter that it is very important for live broadcast companies or MCN companies to handle the relationship between professional managers and big anchors. Professional managers and big anchors should clarify their respective responsibilities and powers to avoid unclear rights and responsibilities. In addition, companies should establish an incentive mechanism to encourage professional managers and big streamers to give full play to their respective strengths and improve the effectiveness and performance of live broadcasts.
Yuan Shuai suggested that professional managers and big anchors should provide each other with the necessary support and resources. Professional managers should provide a good working environment, equipment and resources for big anchors to help big anchors better complete their live broadcast tasks. At the same time, big anchors should also actively cooperate with the work of professional managers.
Ye Manzhi and Liang Zhengyu also contributed to this article).