Oriental Selection, which was once regarded as a successful representative of New Oriental's transformation, has recently fallen into controversy because of a "small composition" turmoil. The cause of this turmoil was the controversy over Dongfang's selection of copywriting, whether it was team creation or individual talent, which became the focus of controversy.
In this turmoil, Dongfang Selection attracted a lot of firepower. Some netizens questioned whether some of the copywriters selected by Dongfang were team creations or the embodiment of individual talents. And Sun Dongxu and Dong Yuhui, the CEOs of Oriental Selection, also responded to the matter, but the responses of many parties did not calm the turmoil, but attracted many people to participate and watch.
This turmoil has also made many people start to think about the success factors of Dongfang Selection. Undoubtedly, the anchors represented by Dong Yuhui are one of the keys to the success of Dongfang's selection. However, the current situation of relying too much on Dong Yuhui also makes Dongfang Selection face certain hidden worries. With the continuous improvement of the popularity and influence of Dongfang Selection and Dong Yuhui, the fan circle culture seems to have brought more uncertainty to the future of the former.
In addition to the turmoil, we see that Dongfang Selection's business is also expanding. They chose to divest the education business entirely, and all in their own products and live streaming business. In fiscal year 2023, relying on the business based on live broadcast e-commerce, Dongfang Selection successfully won the GMV of 10 billion yuan. At the same time, they also turned losses into profits and successfully staged the drama of "salted fish turning over". In addition, Dongfang Selection also continues to expand the boundaries of its business, not only launching a paid membership system, but also trying to vigorously enter the cultural tourism track through its own APP.
This "small composition" turmoil also made people see the teamwork and collaborative spirit of Dongfang Selection. Whether it is the anchor or the copywriting team, shooting team, and editing team behind it, they are all working hard to present the best content. As Dongfang Selection said, "Every time a 'small composition' is produced, the anchor is in front of the camera, and behind it are the friends of the copywriting creation team, shooting team, and editing team. ”
For Dongfang Selection, how to maintain a good relationship with this leading anchor, while taking into account the internal management of the company's team, has become a problem they need to face. With the continuous improvement of the influence and popularity of enterprises and anchors, how to maintain the original intention and avoid being affected by the fan circle culture is also a problem they need to think about.
In general, although the turmoil of Oriental Selection "Backyard" has had a certain impact on the company, it also allows us to see the efforts and collaborative spirit of a team. I hope that Dongfang Selection can develop more steadily after this turmoil and continue to bring us more high-quality content and products.