Recently, the live broadcast e-commerce platform Oriental Selection Holdings***hereinafter referred to as "Oriental Selection") has had a sensational "palace fight", which has aroused the attention and discussion of all walks of life. The cause of the incident was that Dong Yuhui, a well-known anchor selected by Dongfang, was exposed that the "small composition" in his live broadcast was not his own original, but was provided by the company's copywriting team. This news caused dissatisfaction among Dong Yuhui's fans, who believed that the company did not respect the fruits of the anchor's labor, and some people even asked Sun Dongxu, the CEO of Dongfang Selection**.
Dongfang Selection said that Dong Yuhui's "small composition" is a joint creation of the anchor and the copywriting team, which is a normal work collaboration, and at the same time rejects the interference of "fan circle culture" and calls on fans to speak rationally. The development of the incident also involved Yu Minhong, the chairman and founder of Dongfang Selection, as well as competitors of other live broadcast e-commerce platforms, such as Gaotu Jiapin and Make a Friend. In this "palace fight", what are the interests and strategic choices of all parties?What problems and trends in the live broadcast e-commerce industry are reflected behind the incident?
The cause of the incident can be traced back to December 6, on the same day, Dongfang Selection's Douyin left a message under a promotional **: "Every time a small composition is made, the anchor is in front of the camera, and behind it are the friends of the copywriting team, shooting team, and editing team. said that the anchor sometimes writes, such as Yuhui writes about Inner Mongolia and Dunton writes about Hebei. But the anchor usually works too hard, and most of them are written by the copywriting team. "Shanxi copywriting is also written by the copywriting team, and the customer service may not know the details. "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. However, when it comes to literary talent, Mr. Yu's literary style is indeed difficult to evaluate. ”
The so-called "small composition" refers to the copywriting creation of poems, stories, emotions and other ways by the anchors selected by Dongfang in order to introduce the characteristic products and culture of a certain province in the live broadcast. This method is considered to be a major innovation of Dongfang Selection, and it is also a major feature of anchors such as Dong Yuhui, which has attracted a large number of fans and consumers for Dongfang Selection. The message implies that these "small essays" are not the anchor's original, but are provided by the company's copywriting team, and the anchor just reads them in front of the camera. This news has aroused the dissatisfaction of many Dong Yuhui fans, who believe that the company does not respect the fruits of the anchor's labor, and some people even asked Sun Dongxu, the CEO of Dongfang Selection.
The development of the incident can be divided into the following stages: the first stage: Dong Yuhui responded and stopped broadcasting. On December 9, Dong Yuhui jokingly responded to the incident in the live broadcast: "I claimed to know the business very well and replied in the comment area, 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. But Douyin was not satisfied with such a response, and spoke directly in the comment area: "I was originally 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'!After that, he accused Dong Yuhui's fans: "There are always so-called 'fans' who stir up trouble back and forth in the name of love, and even cyberbully us!."At this point, Dong Yuhui's "mothers-in-law", who were originally quite calm, seemed to be completely enraged. On December 10, Dong Yuhui did not broadcast live according to the scheduled time, but posted a ** on Douyin, saying that he was unwell and needed to rest for a while.
The second stage: Sun Dongxu, CEO of Dongfang Selection, apologized and rejected the fan circle culture. On December 12, Sun Dongxu, CEO of Dongfang Selection, responded to the matter during the live broadcast, saying that first of all, he should criticize the team, there are emotions in the work, and the communication method is inappropriate. Dong Yuhui's mood was affected, so he temporarily decided not to broadcast live on the 10th. Regarding the question of who is creating the small essay, Sun Dongxu said that the small essay selected by Dongfang is a joint creation of the anchor and the copywriting team, which is a normal work collaboration, not plagiarism or **. Regarding netizens questioning Dongfang Selection's mistreatment of Dong Yuhui, Sun Dongxu said that the company recognized Dong Yuhui's contributions, and there was no owe in his treatment, and his annual salary was more than tens of millions of dollars as reported on the Internet, which was only part of Yuhui's income, and the company has been using practical actions to express its high recognition of Yuhui. The company resolutely said no to the behavior of the fan circle and hoped that fans would stay calm. Sun Dongxu said.
The third stage: Yu Minhong, chairman of Oriental Selection, came forward to mediate and apologize. On the 12th, Yu Minhong, founder of New Oriental and chairman of Oriental Selection, also talked about this matter in the live broadcast, Yu Minhong said that the editor-in-chief used his own tone to make some voices that were not particularly suitable. The matter itself is not a big deal, if you want to love Dongfang Selection or Dong Yuhui, it is best to speak rationally and express your views. Everyone is a comrade-in-arms in the same trench. Yu Minhong also apologized to Dong Yuhui, saying that he did not pay attention to the development of the incident in time, and did not give Dong Yuhui support and comfort in time, so that Dong Yuhui was hurt.
This "palace fight" of Oriental selection is not only a game of interests between anchors and platforms, fans and companies, bosses and employees, but also a change and crisis in the live broadcast e-commerce industry. From the perspective of the process, content and impact of the event, the following analysis and summary can be drawn: First, the core competitiveness of live broadcast e-commerce lies in products and content, rather than anchors and traffic. Dongfang Selection's "small composition" innovation is an effective content marketing method, which can improve the user's purchase experience and loyalty, and can also show the personal charm and professionalism of the anchor. However, if you rely too much on the streamer's traffic and fans, and ignore the quality of the product and the level of service, it will lead to damage to the brand image and reputation of the platform, and even cause disgust and resistance from users. Therefore, live streaming e-commerce platforms should focus on the innovation and optimization of products and content, rather than simply pursuing the growth of anchors and traffic.
Second, the development of live broadcast e-commerce needs to be regulated and regulated, rather than the fan circle and chaos. Dongfang Selection's "Gong Dou" has exposed some problems and chaos in the live broadcast e-commerce industry, such as the original rights and interests of anchors, the management responsibility of the platform, the rational consumption of fans, and the fair competition of competitors. These problems and chaos not only affect the health and sustainable development of live broadcast e-commerce, but also endanger the rights and interests of users and social order. Therefore, the live streaming e-commerce industry needs to establish and improve relevant norms and supervision, such as formulating professional ethics and codes of conduct for anchors, strengthening self-discipline and supervision of platforms, guiding fans to be rational and civilized, and combating unfair competition and infringement.
Third, the future of live e-commerce lies in diversity and innovation, rather than singularity and imitation. Dongfang's "Gong Dou" also reflects some trends and opportunities in the live broadcast e-commerce industry, such as the diversification and personalization of anchors, the differentiation and specialization of platforms, the diversification and segmentation of users, and the expansion and internationalization of the market. These trends and opportunities provide a broader development space and a more diversified development model for live broadcast e-commerce, and also require live broadcast e-commerce to continuously innovate and change to adapt to the needs and preferences of users, so as to win market recognition and competition. Therefore, live streaming e-commerce should embrace diversity and innovation, rather than sticking to singleness and imitation.
To sum up, the "Gong Dou" selected by Dongfang is a turmoil in the live broadcast e-commerce industry, and it is also a turning point in the live broadcast e-commerce industry. It has brought us some enlightenment and lessons, and also shows us some problems and trends. We should learn from the experience and lessons, and we should also look for opportunities and challenges from them, with a view to making the live streaming e-commerce industry more healthy and sustainable.