With the recent series of turmoil in Dongfang Selection, the public's attention is once again focused on this live streaming platform. Is this a palace fight within the enterprise, or a high-risk game between shopping malls? Perhaps, a combination of both.
1. Within the enterprise: the game between brand and personal influence.
Within Oriental Selection, a contest between brand and personal influence is quietly going on. In the past, New Oriental's brand image was mainly built by its founder, Yu Minhong, and a series of high-quality educational content. However, with the rise of live streaming, new faces and new voices have begun to challenge this traditional pattern. Some influential streamers have gradually established themselves in the public mind, and even surpassed the influence of the brand itself in some aspects.
This change reflects a certain inadaptability of enterprise management in the face of the cultural industry in the new era. The traditional management model may be handy in the field of education and training, but in the rapidly changing field of live broadcast e-commerce, how to balance brand and personal influence, and how to ensure that the corporate culture is in line with the spirit of the new era have become problems that Dongfang Selection must face.
2. Between shopping malls: from the CEO ** to the "mutiny" of insiders
Recently, the behavior of Sun Dongxu, CEO of Dongfang Selection, has attracted widespread attention. This is not just a simple operation, but also a well-planned shopping mall strategy. Through **, Sun Dongxu may be seeking more capital operation space, or laying the groundwork for the future market layout.
At the same time, there are reports of "undercover" or "mutiny" within the company, and some core employees may be used by rivals due to personal emotions or other reasons. This undoubtedly exacerbates the risk of Oriental Selection in the shopping mall. Yu Minhong, as the soul of the company, thought that he could control the situation as a whole, but in this complex game, he may also become the object of exploitation.
3. Conclusion: Multiple games in a complex context.
The current predicament faced by Oriental Selection is not due to a single reason. There is not only the game of internal brand and personal influence, but also the complex and changeable interest entanglement between shopping malls. In the context of this new era, how to adjust their own strategies and how to maintain their core competitiveness in the midst of change is a question that Dongfang Selection and all similar enterprises must ponder.
Whether it's within companies or between shopping malls, this game is far from over. For us observers, this may be an excellent case study of corporate culture, brand building, and market dynamics.