Dating back to 2021, the state launched the "double reduction" policy to reduce the burden of students' homework and reduce the burden of students in off-campus training. The market value of New Oriental has been declining, evaporating by more than 90%. When everyone sighed that the star had fallen, Mr. Yu Minhong launched the Oriental Selection to test the water live broadcast with goods.
On June 9, 2022, Dong Yuhui broadcast live in bilingual, and became popular on the Internet with unique live broadcast methods such as chanting poems, jokes, and chicken soup openings. In the 90 days to June 14, Dongfang Selection's live broadcast sales were 1400 million, of which 85.89 million sales were generated within 7 days of Dong Yuhui's live broadcast. In the six months before June 8, Dongfang Selection was in a tough battle with the number of fans exceeding one million. Starting from the 9th, Dongfang Selection's fans showed explosive growth, with more than 3 million fans in 7 days. Dong Yuhui's bilingual live broadcast in Chinese and English brought goods, allowing Dongfang Selection to quickly get out of the circle and become one of the leaders in the live broadcast industry.
Event: Some netizens are curious about who the copywriting comes from
December 5th.
Dongfang Selection released a ** to warm up for the "Jilin Trip" on the 8th-10th. **The content is that Dong Yuhui read a paragraph about Jilin.
December 6th.
Selected by Dongfang, posted in the comment area: "Some netizens are curious about who the copywriting comes from?".We're a team!Every time a small essay is made, it is the anchor in front of the camera, behind it is the copywriting team, the shooting team, and the editing team”
Some netizens asked, Shanxi's small essay A tour guide asked about the small essay on the spot, and Yu Minhong said that it was written by Dong Yuhui, he was very jealous and couldn't compare. "Are you lying, or is Yu Minhong lying?You're a slap in the face, your boss!”
Dongfang Selection's response said: "I'm sorry for discrediting the boss." Mr. Yu is floating outside every day, and he really doesn't know the details of the business. However, when it comes to literary talent, Mr. Yu is really difficult to evaluate. ”
The anchor also added: "Anchors sometimes write, such as Yuhui writes about Inner Mongolia, and Dunton writes about Hebei. But the anchor usually works too hard Writing a provincial copywriter requires a lot of material, as little as a week, and as much as a month. So most of them are indeed written by copywriting teams. ”
Small composition" The turmoil officially began to ferment.
December 7th.
Another anchor of Dongfang Selection, Pan Pan, posted that she thought Dong Yuhui was focused on doing what she liked, and she was inexplicably innocent and aggrieved to be brought into the turmoil. She didn't know anything else, but was convinced that the company had no reason to intentionally hurt any of its partners.
Sun Dongxu, CEO of Oriental Selection, responded to the "small composition" incident in the live broadcast.
First of all, Sun Dongxu affirmed Dong Yuhui's ability and contribution, saying that Dong Yuhui's small composition has developed to this day and is already a golden signboard of Oriental Selection.
As for the small essay, Sun Dongxu said that the first one is written by the anchor himself;The second is that the anchor and the creative team co-create, and finally the creative team implements itThe third is that the creative team has a steady stream of high-energy output, one by one, and finally gives it to the partners in front of the stage, and the partners in front of the stage present it to everyone.
Sun Dongxu said that some of the remarks on the Internet are a bit extreme, and he has to say that the small compositions, and even the small compositions of the entire company, were created by Dong Yuhui alone, denying the efforts and contributions of other anchors and behind-the-scenes teams. In his opinion, this extreme point of view, which is to kill and trample, has caused a lot of trouble to his team.
Dong Yuhui said "Hu replied".
Dong Yuhui himself mentioned this incident during the live broadcast, saying that he claimed to know the business very well replied in the comment area, which caused many friends to feel uncomfortable. Later, he complained to Yu Minhong, and Yu Minhong asked him to communicate frankly with Sun Dongxu.
Continue to be tough
Dongfang Selection was not to be outdone, and posted in the **comment area, emphasizing that he did not "reply to Hu", and cited who some copywriters came from.
December 12th.
Yu Minhong responded for the first time
Yu Minhong, the founder of New Oriental, responded to the incident on the show, saying that there is no problem for netizens to express their opinions, but I hope that everyone can express their views in a rational way and attitude.
Sun Dongxu officially responded
On the evening of the 12th, Sun Dongxu responded to the "small composition" in a 10-minute live broadcast, he first criticized the team, and at the same time said that Dong Yuhui's mood was affected, so he temporarily decided to take leave to stop broadcasting on the 10th. In addition, he said that the company recognizes Dong Yuhui's contributions, and his annual salary is more than 10 million. In the end, he apologized to the customer, but resolutely said no to the behavior of the fan circle, and also hoped that some fans would remain calm.
However, Sun Dongxu said "Come to a meeting" in response to this, and when he put his mobile phone on the table, he let go of the mobile phone before it touched the table.
As a result, it has caused controversy over Dongfang's selection of CEOs to "hold meetings with fans" and "drop mobile phones".
At present, Sun Dongxu, CEO of Oriental Selection, has been dismissed, and Dong Yuhui has been promoted to senior partner of Oriental Selection, serving as cultural assistant to the chairman of New Oriental Education and Technology Group, and concurrently serving as vice president of New Oriental Cultural Tourism Group. In addition, Yu Minhong announced that Dong Yuhui will set up a new live broadcast room.
Dong Yuhui agrees with the statement, and does not understand why he posted these contents with an official account. But what netizens saw from this incident was the unfair treatment of Dong Yuhui in Dongfang Selection, and the analysis and support of various celebrities, including Lao Luo and Cao Yunjin, etc., the focus of the whole incident pointed to the "de-Dongning" of Dongfang Selection, which became a realistic version of "unloading the mill and killing the donkey".
Comments: Luo Yonghao and Cao Yunjin support Dong Yuhui
As a well-known entrepreneur in China, Mr. Yu is highly respected. When New Oriental was in crisis, it did not owe its employees and businessmen at all, which shows that its character and virtue are certain. Lao Luo founded the hammer mobile phone and owed a huge debt, and he paid it off by his own ability, and he is also a pure man, and both of them are very good. In the small essay incident, Lao Luo frequently spoke out and supported Xiao Dong, some people said that he rubbed hot spots, some people said that he was retaliating against Yu Minhong, Lao Luo responded that helping Xiao Dong was like helping himself in the past, Cao Yunjin in the entertainment industry also felt the same way, Xiao Ma Zhitu fully recognized that the response of these two teachers was from the bottom of his heart, and many remarks on the Internet were a bit over-interpreted.
Viewpoint: Dongfang selection has made Dong Yuhui?Or did Dong Yuhui achieve the Oriental Selection?
New Oriental launched the Oriental Selection to test the water live broadcast at the time of survival crisis, and the development in the first half of the year was also difficult, and it was only after Dong Yuhui's bilingual live broadcast that he became a rookie in the industry, and the small composition incident once again proved that many fans of Dongfang Selection are Xiao Dong, and Xiao Dong's fans will switch to other families if they are not here, which shows that Dong Yuhui has indeed played the role of a pillar in Dongfang Selection, and it is not an exaggeration to say that Dong Yuhui has achieved Dongfang Selection.
Having said that, without the platform of Dongfang Selection, it is difficult for Dong Yuhui's talent to have the opportunity to show in front of the people of the whole country, and a lot of work done by the Dongfang Selection team behind the scenes, the resources and financial resources invested in the early stage, are indeed not something that Dong Yuhui can afford personally. Therefore, Pony Zhitu marketing consultants believe that Dongfang Selection and Dong Yuhui are mutually accomplished.
Analysis: The Dongfang selection essay incident reveals the great wisdom of public opinion disposal
Dongfang Selection's use of the company's account to publish such a topic shows that Dongfang Selection has not paid attention to the management of public opinion, if it is deliberate, it is originally an arranged "de-Donghua temptation" It also makes sense.
Dongfang Selection as a head company, although Dong Yuhui has made great achievements, the leadership does not doubt his loyalty, but his achievements are too great, and if the company loses him, he will face a fatal blow. Like Lao Luo's analysis, such a company will have a low valuation and be in an unhealthy state, and it must be de-edenged.
The test found that the current de-Donghua will directly face a sharp drop in stock prices and a rebellion by fans. Therefore, he decisively stopped the loss to protect Xiao Dong and gave him due treatment in terms of money and position. first appeased Xiao Dong, and then used Xiao Dong's live broadcast to appease fans, and obtained a headwind reversal in the number of fans.
Compared with the general public opinion event, this small essay incident has a very strong uncertainty, and it is no longer realistic to rely on **relationship control** direction, Xiaoma Zhitu believes that in this case, only by solving the problem on the incident itself, so that netizens and all walks of life can see the sincerity, in order to truly resolve the crisis.
Dongfang Selection removed the original CEO, Dong Yuhui was promoted and raised, and a new live broadcast room was opened for Dong Yuhui, focusing on cultural tourism, so that Dongfang Selection could have more time for other anchors, and to a certain extent, it also created conditions for "de-Dong", if there are several other talented "Zhang Yuhui" or "Li Yuhui", that is the success of Dongfang Selection.
Although there is pressure from all sides, Yu Minhong has done a close to perfect aftermath in this matter, the crisis has been basically lifted, the company's development and Xiao Dong's personal development have found a balance, and the follow-up thing is how to take advantage of this incident to further enhance the brand influence to consolidate the results. In the incident, when encountering Gansu University, Dongfang Selection decisively donated money as soon as possible, highlighting a positive image, and the handling of this ** crisis is also a plus.
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