Recently, there has been an uproar about the "small article" incident between Dongfang Selection CEO Dong Yuhui and his writing team. All parties have different opinions on Dong Yuhui's real role in the creation process, and fans have also expressed concerns about the company's treatment. In this context, Sun Dongxu and Dong Yuhui, CEOs of Dongfang Selection, responded in detail respectively, trying to clarify the beginning and end of the incident and resolve the contradictions. However, their response did not succeed in quelling the controversy, and instead, the incident escalated further, resulting in the loss of 80,000 followers of Dongfang Selection. This incident has aroused the public's attention and thinking about the phenomenon of "fan circle" of fans in the live broadcast e-commerce industry.
On December 12, Sun Dongxu, CEO of Dongfang Selection, responded to various controversies about the small essay incident in the live broadcast room. He began by criticizing the company's team for their inappropriate communication, but also expressed understanding of their mood swings. At the same time, Sun Dongxu pointed out that Dong Yuhui's mood was affected, so he temporarily decided not to broadcast live on December 10.
Regarding the question of whether Dong Yuhui was mistreated by the company, Sun Dongxu said that according to the screenshots of the company's financial report that Dong Yuhui's annual salary was tens of millions of yuan, but in fact this is only part of his income, and the company has always expressed its high recognition of Dong Yuhui with practical actions.
He also stated on behalf of the company that Dongfang Selection and their anchors resolutely oppose the "fan circle" culture, and said that Dong Yuhui would issue a statement against the fan circle culture. Son Dong-wook appealed to fans to stay calm. The purpose of this response is to deal with the problems that have arisen within the company and restore everyone's confidence. However, this response did not receive recognition and understanding from fans, but further intensified the conflict.
In the early morning of December 13, Dong Yuhui published a thousand-word response, detailing the small essay creation mode selected by Dongfang. He said that the creation of small essays is divided into three situations: one is Dong Yuhui's own creation, such as Xi'an Field andInner Mongoliafield;Second, Dong Yuhui provides ideas and suggestions, creates, and the two sides discuss and revise;The third is independent creation, and Dong Yuhui rarely changes or does not change. Dong Yuhui mentioned in his response that the latest Jilin field essay was created independently, which is different from his original creative idea. He also called on everyone to speak rationally and not stigmatize anyone, and said that he likes to listen to criticism and opinions.
This "small composition" controversy originated from a live broadcast of Jilin ice and snow tourism selected by Dongfang. The event showcased the beautiful scenery of Changbai Mountain in Jilin Province, which caused a sensation and sales hit a record high. However, the promotional copy of ** has caused controversy, and fans have questioned Dong Yuhuihe's creative attribution. The team of Dongfang Selection claimed in the comment area that the creation of each small essay was completed by the team. However, this statement sparked dissatisfaction among Dong Yuhui's fans, who believed that Dong Yuhui was deprived of his creative rights and income by the company, and fans became increasingly skeptical of the company's attitude.
After the incident fermented, the number of fans of Dongfang Selection dropped rapidly, from more than 80,000 to less than 20,000. This incident was a serious blow to Dongfang Selection, which not only reduced the number of fans, but also led to the damage to the brand image and the decline in sales.
The Dongfang selection incident has aroused the public's attention and thinking about the phenomenon of "fan circle" of fans in the live broadcast e-commerce industry. As an emerging marketing method, live streaming e-commerce attracts fans to buy products and services through live streamers. However, the relationship between some streamers and fans tends to be overly intimate, with fans centering on the anchor, forming a "fan circle" and showing extreme loyalty and tolerance for everything related to the anchor. There are certain problems with this phenomenon of "rice circles". Fans over-adore streamers and see streamers as oneIdol, follow their every move, and even act aggressively for them.