On the evening of December 18, Yu Minhong and Dong Yuhui broadcast live on the official account of Dongfang Selection, and the number of ** people once reached 4 million.
The turmoil that lasted for nearly a week caused the market value of Dongfang Selection to evaporate by 7.5 billion, and Yu Minhong finally responded positively and positively to the company's ** accident caused by the staff's wrong speech.
In the live broadcast, Yu Minhong prepared a "small composition", he read: "Without Xiaosun, there would be no Oriental Selection;."Without Yuhui, Dongfang Selection may still be working hard now. ”
He bluntly said that in the past week, he only slept 2 hours a day, and in the live broadcast room, the two were tired. At the same time, Yu Minhong was also in the live broadcast room and explained Dong Yuhui's three new identities.
"Senior Partner of Oriental Selection", "Cultural Assistant to the Chairman of New Oriental Education and Technology Group" and "Vice President of New Oriental Cultural Tourism Group". Yu Minhong gave Dong Yuhui shares and will also create a separate account for him, "If Yuhui leaves Dongfang Selection, the ownership of the account will belong to him." ”
Dong Yuhui admitted that he received a lot of sky-high offers, but he still chose to stay, which stemmed from Yu Minhong's kindness. He comforted netizens: "Many people want to fight for me, but in fact, it has been flattened, or even surpassed." I hope you don't get too entangled. ”
This farce ended with the dismissal of Sun Dongxu, the former CEO of Dongfang Selection, and Dong Yuhui's promotion and salary increase. The two cooked hot pot together in the live broadcast room, chatting about the main vacation plan for a few days, future company goals, and today's goods.
The ending seems to be mild and decent, but in the past few days, there has been an undercurrent. Some netizens questioned Dong Yuhui's "personality collapsed", or joked that Yu Minhong was about to start his third venture.
Behind the business war, what we see is how the public figures, or "Internet celebrities", who are pushed in front of the public, move forward in the wave of traffic, or are coerced.
Awkward civil warThe Dong Yuhui incident came to an end with the compromise of Dongfang Selection, and all three were lost. On December 16, the official account of Oriental Selection released ** information: "Chairman Yu Minhong concurrently serves as CEO of Oriental Selection, and is dismissed: Sun Dongxu is the executive director and CEO of Oriental Selection, effective immediately." Two days later, Yu Minhong's account posted: "Dong Yuhui is appointed as the cultural assistant to the chairman of New Oriental Education and Technology Group, and also the vice president of New Oriental Cultural Tourism Group." On the live broadcast poster the day before, the small print next to Dong Yuhui read: Dongfang selects senior partners. It seems that Dong Yuhui has been promoted and has gained more resources and income. But this may not be the outcome he wants, but the best solution for everyone. 
Oriental Selection's latest live broadcast promotional poster The turmoil of Oriental Selection began with a few messages. In the warm-up of Dongfang's selection of Jilin field, Dong Yuhui faced the camera and said a brilliant "small composition". There is no dust in the sky and the earth, there are also shadows in the mountains and rivers, making wine with pine flowers, watching the bright moon in the middle of the river, cooking fish in spring water, listening to a pillow of breeze, the answer is on the road, and freedom is in the wind. *Under the top comment, the official account of Dongfang Selection left a jaw-dropping comment: "Some netizens are curious about who the copywriting comes from?We're a team!Every time a small composition is produced, the anchor is in front of the camera, and behind it is the copywriting team. Dong Yuhui comforted the fans who didn't buy Dongfang Selection's words during the live broadcast, and Dongfang Selection continued to argue in the comment area: "There is no 'Hu Reply'. Jilin copywriting was created independently by copywriting partners, and the anchor only changed five words. The ensuing scolding war escalated, and CEO Sun Dongxu responded and detonated his anger again. He threw his phone in front of the camera and "had a meeting" with the consumer in a commanding tone. With the anchor Tianquan's unabashed, Dongfang Selection fell into an unprecedented crisis, losing more than 2 million fans. A series of operations pushed Dong Yuhui into a dangerous situation. 
A few days before the Oriental Selection, the "infighting" of New Oriental opened the beginning of the infighting between the head IP and the group company. At first, "" laid out Dong Yuhui's behind-the-scenes life that he had never shown in front of netizens. The charm of his "personality" was dismantled, and it was attributed to the strong copywriting team behind it. If it were other Internet celebrities, fans would probably call it "collapsed", take back the love and appreciation they once put into it, and label Dong Yuhui as "hypocritical". But the strange thing is that Dong Yuhui's fans and passers-by unanimously pointed the finger at Dongfang Selection, and even spontaneously went to Dongfang Selection's live broadcast room to live broadcast and place orders for consumption, expressing their dissatisfaction with Dongfang Selection. Subsequently, Luo Yonghao and other anchors went into battle all the way to persuade Dong Yuhui to leave his job and start a business. Many investors and human resources directors of large companies are ready to go to Shaanxi to start a "grab" war. Dong Yuhui has become a mouthful of fat in the eyes of the wolves. No one seems to care what he thinks and feels, except for the fans who still love him. 
Dong Yuhui, who is only 30 years old, has maintained the greatest calmness in the turmoil and won countless favors. Since the beginning of the crisis, he has maintained a rare sincerity. He stayed in Xi'an for a long time, and then urgently returned to Beijing because of the farce. He wrote an article in response, and even though he was wronged, he still gave everyone dignity. Only talk about what you are not, regardless of the rights and wrongs of others. "Seek inward, seek truth from concealment, don't fix me, improve seriousness, and implement unity, so study hard. Blame yourself with the heart of others, and forgive others with the heart of forgiveness. Looking back from the current situation, Dong Yuhui's story seems to be a ceiling for a worker to achieve success in the workplace. But after this battle, netizens can also see that people are in the red dust, and half of them are helpless.
At the end of the Internet celebrity, it must be a collapsed house. Fortunately, Dong Yuhui did not consider himself an "Internet celebrity" from beginning to end. Now that his new identity has been officially announced, he is getting farther and farther away from "Internet celebrity". As he confessed: "I clearly know that if you want to take more, you have to create more, and if you create more, I will let people consume more, and if I let people consume more, I will become an evil person." Because consumerism doesn't bring real happiness, and I know that. ”
Dong Yuhui did not "collapse".Dong Yuhui was born in 1993 in rural Shaanxi, and most of his childhood memories revolve around poverty. This identity has always guided him. When he came to New Oriental, his dream was to become an English teacher who taught and educated people, so he was a little resistant to the noisy and flashy live broadcast room. When he learned about Yu Minhong's idea of agricultural entrepreneurship, Dong Yuhui realized: "If we help farmers sell agricultural products at a relatively reasonable price, and farmers make a little money, will more poor students be able to afford to go to school?"”
He joined the Oriental Selection and became an anchor, but he still did not get rid of his teacher's temperament. When introducing the product at the beginning, Dong Yuhui was always bilingual Xi, and subconsciously asked the audience to take notes. He is interested in history and geography, and talks about Li Bai, Du Fu, and Su Dongpo in the live broadcast room, the people behind the poems and songs, and the moving moments in the long history. Every time he finished speaking, he realized that this was the live broadcast room, and said to himself: "Talk about products, talk about products." The users in the live broadcast room didn't buy it at first, ridiculing him for looking like the Xi'an Terracotta Warriors, thinking that he was not good at live broadcasting, and always talked about it. There are often only five or six people in the live broadcast room, two are Dong Yuhui's parents, and the other two are the parents of Dong Yuhui's partner Yoyo. On the evening of early June 2021, the number of people in the live broadcast room finally exceeded 1,000. Dong Yuhui excitedly told everyone about history and culture, talked about ideals and the future, chatted and looked at the barrage area, netizens were arguing for a 0 yuan air fryer. 
Dong Yuhui is in the live broadcast room
I want to give up every day, and to say that I don't want to give up is false. However, when you wake up every day, you will feel that you have done your best to do your best in this matter, and you have no regretsThis is a portrayal of Dong Yuhui's life that once saw the light. On June 9, 2021, Dong Yuhui started a solo live broadcast, and good luck suddenly smashed at him, and more than 2 million people poured into the live broadcast room. The poems he blurted out when talking about steak products touched the softest string in the hearts of too many people. During that time, all kinds of his golden sentences spread rapidly in the circle of friends and short ** in a fission way. Since then, countless celebrities have come to the live broadcast room. Writer Liang Xiaosheng liked him and held his hand tightly. Yi Zhongtian has a natural closeness to him, and Ni Ping also loves this child. Dong Yuhui seems to have a kind of magic, no one scolds, almost all praise. Behind this is his sincere kindness and warmth after reading poetry and books. This touch of talent also dragged Dongfang Selection out of hardships and hardships. Facts have proved that since the beginning of time, Dong Yuhui has brought GMV and accounted for more than 50% of the overall GMV share of Dongfang Selection. 
Things began to go exceptionally well, if he went down the road of the anchor with goods, he was still making his own contributions, and the stock price of Dongfang Selection had skyrocketed. But such days are too boring. Becoming an anchor is not Dong Yuhui's dream.
In a live broadcast this year, Dong Yuhui shared his imagination for the future: "If one day Dongfang Selection is not affected by me, my body really can't bear it, and my savings are enough to live a normal life, I may find an economically underdeveloped place to teach." I want to go back to a familiar place. Several anchors in our live broadcast room who have turned from teachers all think so. "In a few months, the building will fall. 
At 7 o'clock in the evening on December 16, Dong Yuhui, who had disappeared for several days, returned to the live broadcast room and started a conversation with Yu Minhong, known as "Old Yu Gossip". The incident fermented to this point, Dong Yuhui said: "The whole world is in a storm, I have not experienced it, it is very painful. "He blamed himself, he felt very naïve and stupid about the handling of this matter, and it was a small matter. He said that his ** was blown up, and countless companies and investors extended their hands to love talents, but he refused them all. "I was naturally a bit cowardly and timid, didn't respond, and I was afraid to mislead the outside world. Every day, he would talk to Yu Minhong, tell each other truthfully, which institutions contacted him, and listen to Yu Minhong's suggestions. This live broadcast was not easy, Dong Yuhui was tired and nervous throughout the whole process, while Yu Minhong kept outputting opinions and giving promises. He called Sun Dongxu and Dong Yuhui "my little brothers", "My personality is relatively weak, and I respect their face too much." But when he was on fire, he had to make a decision, and Sun Dongxu became the party to take responsibility. 
The crisis seems to be lifted, but some past events are constantly being picked up with the heat. In the past, New Oriental gathered a large number of talented teachers. They became "famous teachers" because of their knowledge and character. Famous teachers have a strong enrollment effect, but in a mature, commercialized company with Yu Minhong, few famous teachers can surpass his control. Without exception, perhaps because of money, or because of others, those "famous teachers" who made trouble in the end ended up leaving. Some of them started their own businesses and became presidents of listed companies, and some founded education and training institutions, and their market value also far exceeded that of New Oriental. Wang Qiang, once "one of the troika of New Oriental", said pessimistically: "All the famous teachers of New Oriental have left. "He, Xu Xiaoping and Yu Minhong used to be like brothers, but now they have parted ways. The loss of famous teachers cannot shake the foundation of the company, which has hundreds of thousands of New Oriental students. However, the new live broadcast ecology created by the character and IP, and the ecology of infinite amplification and drainage with a single person, this set of "tears and horses" is no longer easy to use. Some relevant institutions have given a personal valuation of Dong Yuhui, which is $1 billion. It is equivalent to a quarter of the current market value of Oriental Selection. Yu Minhong didn't dare to think about what was left of Dongfang Selection after losing Dong Yuhui. 
On the 18th, Dongfang selected the official account, and the grand rebroadcast opened. Yu Minhong responded to Dong Yuhui's identity, explaining that he was not under pressure, but "I always wanted to mention my identity, but it didn't happen until these two days." "Senior partners have the right to speak about the company, which is equivalent to a VP, and even has the identity of a shareholder. An assistant is not just a secretary, it is the concept of an assistant to the chairman. ”
The vice president of the cultural tourism group, Yuhui will be able to give full play to his greatest ability in the future, and can work with me for a win-win situation. ”
Dong Yuhui responded to the promotion, saying, "Far more than I deserved, I was scared and guilty, all of which I had already told me when I came back, and it was not a decision I made." In the process of many people's expression, Mr. Yu was under a lot of pressure. ”
During the period, an unnoticed detail was mentioned by Dong Yuhui. After the Chinese New Year this year, Dong Yuhui bought a house in Beijing. He said that his salary was far from being affordable, but fortunately, Yu Minhong lent a helping hand in time and told him, "You can pay back the money if you want to, it doesn't matter if you don't pay it back." ”
Dong Yuhui regards this as a "kindness", which is also the reason why he is reluctant to leave New Oriental. But people are still curious, why a core employee who has made great contributions to the company, increased the company's market value several times, and allowed the company's executives to cash out more than 200 million yuan, can't afford to buy a house in Beijing?
Many people who love Dong Yuhui say that Dong Yuhui doesn't love money. It's like a moral kidnapping. Perhaps Luo Yonghao, a famous teacher of New Oriental who has followed Yu Minhong for many years and is now the head anchor with goods, told the truth:
It's not that Dong Yuhui doesn't love money, but there are things that are more important than money.
At the end of the live broadcast, Dong Yuhui mentioned that the follow-up will reduce the live broadcast of "Oriental Selection", and more energy will be spent on cultural tourism projects and the construction of his own account.
But he also said: "I especially don't want to get a number when the volume is particularly high now, and immediately start bringing goods ......."I feel guilty about it, and I feel like I'm taking advantage of a lot of people's attention and a lot of people's empathy. ”
At this point, the noisy dispute came to an end. The CEO was dismissed, Yu Minhong saved the defeat on the verge of collapse, and the number of people in the live broadcast room of Dongfang Selection reached a new high and the sales volume doubled.
It's just that Dong Yuhui's heart is desolate at the moment, and no one seems to be able to understand it.
Meng Yutong was angrily reprimandedWhen anything is integrated into the network, the power of being watched magnifies everything. Good deeds are magnified, and mistakes are magnified. There are countless examples of becoming an Internet celebrity, being watched by thousands of pairs of eyes, and being carried away by instant fame and fortune.
When the Dong Yuhui incident fermented, a familiar name also rushed to the hot search - Meng Yutong. The two who seem to have the same origin and position have subtle differences. It is this difference that the worlds of the two are very different. is also a phenomenal IP praised by a large company, Dongfang Selection's backstab against Dong Yuhui ended in a compromise, while Dong Mingzhu's crusade against Meng Yutong aroused the empathy of many netizens. At the beginning of May, Meng Yutong, who was once called "Gree **" by Dong Mingzhu, officially resigned. After resigning, Meng Yutong issued a meaningful "Declaration of Independence" on his social **: "My life creed: it is better to rely on others than on yourself." As the matter fermented, this Weibo was hidden by her, and Gree officials also responded: "Normal flow of people, thank you for your concern." ”
Dong Mingzhu and Meng Yutong's relationship began in April 2021 with a variety show called "We in the Workplace". Meng Yutong, who is not from a marketing background, interviewed for the position of Gree Marketing, she did her homework before the interview, showed her unique understanding of marketing, and found another way to dance the women's group dance in front of Dong Mingzhu with a serious face. Dong Mingzhu later commented on this dance, praised Meng Yutong's personality, and said: "I just want such a person, this is the most valuable." On November 9, 2021, Dong Mingzhu said to the ** and guests in the audience at the Gree product press conference: "I want to train Meng Yutong to be the second Dong Mingzhu." At that time, Meng Yutong joined Gree for less than two weeks, because of these words, the account increased by 800,000 fans in three days.
Li Guoqing, the former CEO of Dangdang.com, was merciless about the speech of the "second Dong Mingzhu": "This is a hype, the purpose is to bring goods through live broadcast and incubate your own Internet celebrities." Sure enough, Gree Electric Appliances registered the account of "Pearl Yutong Selection" on various social platforms, and it can be seen from the name that this account is a live broadcast account specially created for Meng Yutong, and all the products in the early stage of the account are introduced by her. And also applied for a number of trademarks related to Meng Yutong, such as "Pearl Yutong", "Meng Yutong", "Yutong" and so on. However, Meng Yutong could not fulfill Dong Mingzhu's expectations. Dong Mingzhu wants to be Yu Minhong, but Meng Yutong is not Dong Yuhui. With the continuous decline in the performance of live broadcasting, the difference in concepts between the two has also made this "good story" a "joke". On the evening of April 5, 2023, Meng Yutong's personal account released**, sharing the story of the first live broadcast with Dong Mingzhu this year, but at the end of **, she said: "To be honest, live broadcast is not a job that I am particularly interested in, but I still have a sense of accomplishment when I see sales." She once complained about work: "Who hasn't had a full weekend off for two months, and this weekend worked more than 20 hours." "Working 21 hours a day, people's limits can be constantly challenged. With Gree's deletion of Meng Yutong's **, the relationship between the two has come to an end.
When the Dong Yuhui incident was in a uproar, Dong Mingzhu mentioned Meng Yutong again at the induction ceremony of the 2023 college students of Gree Electric: "At that time, I saw that she was very diligent, and I hoped that she could grow up, so I said that you should be a secretary by my side." When a secretary can't even write a single article, I don't know what a secretary is.
And becoming an Internet celebrity with the help of our platform has already played a bad role in the company. We came with thousands of college students, and no one had that opportunity. We can no longer tolerate such a person in Gree Electric, so we fired her. ”
Gree employees said that Meng Yutong often did not come to work for no reason, and in the attendance ** announced by the department at the end of the month, her attendance anomaly rate was more than 80%, and she did not even listen to the company's dissuasion to take on private work.
From November 2021 to May 2022, Meng Yutong's live broadcast room achieved only 39540 thousand. In contrast, Meng Yutong has 1.39 million followers on social platforms, and her profile reads: "We are new to the workplace, the secretary of the president of the top 500, Zhejiang University in 99, the career Taurus girl, the preparation version of the application for graduate school, and the big heroine of life together.......""Her fan base and advertising** make her income reach 4 million yuan in a year and a half just by advertising. Dong Mingzhu angrily reprimanded Meng Yutong for just relying on Gree Electric Appliances to become an Internet celebrity, just as Meng Yutong quoted a sentence in his account: "In the theater, everything is fake, only the audience is real;."In the drama of life, everything is true, only the audience is fake. A few simple labels outline a likable and marketable personality, but behind the personality is a deliberate performance, and after being exposed, the so-called Internet celebrities have also gone to the "collapsed house". 04Porridge and cake Lun who sells breadInternet celebrities who rely on people to eat can't resist the charm of traffic after all. Over the years, we have seen too many people rely on the Internet to gain fame and fortune, but they leave the scene in embarrassment under the public gaze.
From Brother Dayi, Wandering Master, to Brother Ramen, Brother Xiao Yang, and even the recent Wenshen, in a short period of time, they have gathered harvests beyond their own energy range, and the result is often active collapse. Li Jiaqi's "** is expensive", the vulgar label after Xiao Yang's sky-high concert, and the departure of Simba's CEO all demonstrate an unchanging truth: if you forget where you came, there will be no bright future. Internet celebrities, in the past 20 years of Internet evolution, have been stirring up the storm. From Sister Feng, to Luo Yonghao, and then to today's "traffic". No matter how you gain fame, until the live broadcast simplifies the way to monetize Internet celebrities and maximizes the income, the collapse of the house will come unexpectedly. When I no longer have the previous environment, and my identity and income have changed dramatically, I can't keep the coldness in my heart, and it is often accompanied by a huge collapse. We have witnessed the resignation and collapse of the anti-fraud Lao Chen, and we have also witnessed the disappearance of Aunt Goose Legs and the tragedy of Xiao Ma Yun. The rush of traffic has changed the fate of many people, and it has also destroyed countless people, and it is difficult to return to the self before getting traffic. How to face the traffic and divide the crowd into different appearances.
Some time ago, a very hot ** was spread on the Internet: two Jay Chou imitators were watched and filmed by a group of fans, one of the imitators greeted fans with a high spirit, and seemed to regard himself as Jay Chou's own deity, while the other imitator was more shy and bowed slightly when shaking hands with others. He was nicknamed "Porridge Cake Lun" by netizens
One day in early December 2020, as usual, he was selling his own biscuits on the side of the road. Someone posted his daily scene on the Internet, labeled Jay Chou and Doubi, and gained huge traffic in an instant. Some people pay him to endorse his brand, and a large number of MCN agencies hope to sign him and become an Internet celebrity with goods. But three years later, he is still guarding his pancake stand.
In the past 3 years, the attention of Congee Bi Lun has been up and down, and some people have commented on his high traffic: "I could have cut a wave of leeks, but people chose to live by craftsmanship." Porridge Cake Lun replied: "I'm an ordinary person, and it's good to be down-to-earth all my life." This year, his popularity has increased again, ** likes have even reached hundreds of thousands, and there is a long queue in front of the cake stall. When everyone thought that he would be like other Internet celebrities, he began to gradually sell scones as a performance, mainly imitating Jay Chou, but he was extremely rare to sell scones in a down-to-earth manner. In the live broadcast room of 20,000 people, he turned off the gift reward very sincerely. and changed the price of 8 yuan to 7 yuan, because the homonym of "Love in the Front" is "Love is 7 Yuan".
Until now, he has not changed, and he still guards his pancake stand and is constantly tired. I get up early in the morning to prepare my materials and don't go home until late at night.
In a live broadcast, he used non-standard Mandarin to say a very simple truth, but most people are difficult to adhere to in the waves of traffic: "Actually, we are just an ordinary egg scones seller, we don't have so many ideas, and we sell our cakes honestly." "The tide on the Qiantang River came to me, and today I know that I am me.