Recently, Dongfang Selection has been shrouded in a controversy about "small compositions", which not only damaged the company's market value, but also seriously tested its popularity and brand image. In this case, the internal disputes within the company and the response of the management have aroused widespread concern.
First, the beginning and end of the incident.
1.1 The Jilin special session caused a storm.
It all started with the Jilin special live broadcast of Oriental Selection. For each special session outside the province, Dong Yuhui will prepare a "small composition" for each special session, describing the beauty of various places in the language of literature. However, this time, a comment broke the news that these "small essays" were not created by Dong Yuhui himself, but by the copywriting team behind them.
1.2 backstabs.
The disclosure of the comments shocked fans, because Dong Yuhui has always had the character of a literary talent, and such an accusation is undoubtedly a heavy blow to his image. The team's disclosure became the fuse, triggering a heated debate among Dong Yuhui's fans and within the company.
Second, ** uproar 100 help plan 21 Fans resonate emotionally.
Dong Yuhui, as a cultural person, fans have always been full of emotional resonance with him. This incident made people see that he was just an ordinary worker within the company, and he might also be frustrated and betrayed by his colleagues. This emotional resonance has made Dong Yuhui's fans gradually form a powerful force in the controversy.
2.2 The company's response caused a bigger storm.
CEO Xiao Sun's response in the incident turned into adding fuel to the fire. He made inappropriate remarks but did not make a clear statement on the problems within the company. This attitude has sparked a wider range of questions, and even made some originally neutral viewers begin to question Dongfang Selection's corporate culture and management style.
3. Fan attitude and brand influence.
3.1 Dong Yuhui's fans have increased.
Although Dongfang Selection lost some fans in the turmoil, it is surprising that Dong Yuhui's personal fans have increased. This may be because fans have a deeper understanding that Dong Yuhui is only a member of the company and may also be affected by the company's internal problems.
3.2 The company's image has been tested.
On the contrary, the company's own image has been put to the test. Fans' dissatisfaction with the company's management has caused the company to lose some of its original loyal fans. The brand image is damaged, the market value is **, this is a rather serious crisis.
Fourth, the brand dilemma and future direction.
4.1 The root cause of the brand dilemma.
The turmoil has revealed some fundamental problems in Dongfang Selection's business strategy. Companies should recognize that relying too much on the influence of top anchors such as Dong Yuhui is a risk for the company. Management should consider how to build a more robust brand strategy to avoid similar incidents from happening again.
4.2 Future development paths.
Companies need to rethink and adjust their management's arrogance. Consumers are concerned about product quality and service experience, not internal struggles. Dongfang Selection should return to its original intention, provide better products and services, and win the trust of fans.
V. Conclusion. In this "small composition" turmoil, Dongfang Selection and Dong Yuhui are facing the challenge of severely testing their brand image. This kind of problem is not uncommon on Internet platforms, and the resignation of top anchors often has an irreversible impact on enterprises. Therefore, how to get out of the brand dilemma requires companies to think deeply and take active action. Rebuilding the brand image and finding new paths for development is a priority. We hope that Dongfang Selection can learn from this incident and meet the future development with a more stable attitude.
At present, there is no Dong Yuhui in the poster of the Dongfang Selection live broadcast room, Xiao Sun has always become the C position, and we are waiting for the development of the incident.