A "small composition" storm triggered a game between Dong Yuhui's fans and Dongfang Selection. The controversy stemmed from the controversy over who was the copywriter for the ceiling level of Oriental Selection. In this controversy, Dongfang Selection became the target of public criticism, and Sun Dongxu, CEO of Dongfang Selection, and Dong Yuhui himself also responded to the matter. However, the response from all sides did not quell the turmoil.
This seemingly insignificant dispute over the authors of "small compositions" finally triggered a big "avalanche" of public opinion in Dongfang Selection. Affected by the incident, the official account lost nearly 300,000 fans, and the stock price of Dongfang Selection was once **1296%。
Some users think that it is normal for Dong Yuhui to be beaten because of his "high merit", but more users think that Dongfang Xuan is crossing the river and demolishing the bridge, and even unloading the mill and killing the donkey. Dr. Luo Rentong, an expert in the application and practice of digital economy, believes that the success of Dongfang Selection is inseparable from the efforts of anchors represented by Dong Yuhui, but the current situation of relying too much on Dong Yuhui has also brought certain concerns to Dongfang Selection. For Dongfang Selection, they not only need to maintain a good relationship with the anchor, but also need to take into account the internal management of the company's team.
Event review
The development process of the "small composition" incident in the Oriental selection is an increasingly intense process. At first, the Dongfang Selection Douyin account posted a warm-up called "Dongfang Selection Jilin Tour". In **, Dong Yuhui affectionately recited a small essay prepared for the trip to Jilin.
This little composition is majestic, and it comes from Dong Yuhui's mouth, making people feel the beauty of Jilin. Dongfang Selection replied in the comment area and pinned his own small essays, saying that most of the classic essays were created by the copywriting team, and not all of them were made by the anchor.
In other words, the meaning of the expression is: the content of the small composition was not created by Dong Yuhui, he was only responsible for the recitation abroad. In fact, this is a very normal logic of collaboration, with the current volume of Dongfang Selection, it is not realistic to let Dong Yuhui complete all the copywriting creation alone, but it is the normal working mode for everyone to divide labor and cooperate.
However, this comment caused dissatisfaction among some netizens, who considered it a "betrayal". But the matter is not too big, Dong Yuhui personally replied in the live broadcast room, saying, "I said that I knew the business very well in Hu replied, and I sued Mr. Yu directly." After that, the official continued to refute Dong Yuhui in the comment area, believing that there was no "Hu reply", and made public the manuscript of Dongfang's selection of cultural tourism live broadcasts from all over the world**: Some were written by Dong Yuhui, some were written by team members, and Dong Yuhui did not change a word.
A few days later,The incident set off a chain effect. Dong Yuhui's fans captured the comment area of Dongfang Selection, showing the influence of his fans for Dong Yuhui. At the same time, Dongfang Selection not only lost fans, but the number of people in the live broadcast room fell from more than 10 million to more than 8 million.
During this period, many netizens mentioned in Yu Minhong's comment area that Gaotu Jiapin was on the same track as Dongfang SelectionThe number of people in the live broadcast room of Gaotu Jiapin once soared to tens of thousands, reaching the peak of traffic since the start of the broadcast. "Imitating the Oriental Selection Live Broadcast to Bring Goods, Can Gaotu and Xueersi Transform Smoothly?".》。Chen Xiangdong, the founder of Gaotu, appeared in the live broadcast room, and at the same time responded to netizens: "Dong Yuhui is not used to dig, Dong Yuhui is used to love." In addition, Chen Xiangdong also said that Gaotu cherishes every talent.
Sun Dongxu, CEO of Dongfang Selection, had to respond to the turmoil. However, Sun Dongxu's reply in the live broadcast room once again intensified the contradiction, making some fans think that Dongfang Selection's move was "de-Dong Yuhui". As things got bigger and bigger, Dong Yuhui was forced to send a long post again in response late at night, recognizing Sun Dongxuhe's reply.
Later, Sun Dongxu also criticized the emotional work again in the live broadcast, and in response to the question of whether Dong Yuhui is taken seriously by netizens, it was revealed that the company has never treated Dong Yuhui badly, and his annual salary is more than tens of millions as reported on the Internet.
Finally, Yu Minhong, the founder of New Oriental, appeared and criticized Dongfang Selection and Sun Dongxu from the company's point of view, and bluntly said that he had apologized to Dong Yuhui and took the responsibility on himself. At this point, the matter is temporarily closed.
But the impact of the incident has already occurred, according to Caijing**, three trading days after the turmoil, the total market value of Oriental Selection fell sharply, shrinking by more than 6 billion Hong Kong dollars.
The core of the problem
As a leading live broadcast e-commerce company, the unexpected "small composition" incident makes it impossible to simply judge right and wrongThe biggest problem is not who wrote the manuscript, but the somewhat confusing positioning of the parties.
Live e-commerce itself is a huge system, with different upstream and downstream links, and it is very normal to divide labor and collaborate. It is also a matter of course that the anchor is responsible for the outbound broadcast, the content students write the script, and the management is responsible for the deployment of personnel.
However, with the gradual expansion of Dong Yuhui's commercial value and influence, it will be a difficult problem for Dongfang Selection to distribute Dong Yuhui's interests. According to Sun Dongxu's statement, Dong Yuhui's salary may be one of the five highest-paid employees of the year, and in the 2023 annual financial report of Oriental Selection, among the five highest-paid employees of the year, the highest level is "HK$34 million HK$34.5 million".
Live streaming is the main source of income for many top anchors. Taking Li Jiaqi as an example, his GMV achieved through live streaming in 2021 was 21.8 billion yuan, and his income accounted for almost 8% of the total GMV. Other well-known streamers such as Simba and Brother Yang have a similar income structure.
The income of these streamers is closely related to the total GMV behind them. For example, the GMV of the US wrist in 2022 will reach 65 billion yuan, while the GMV of Xinxuan will also reach 50 billion yuan. Oriental Selection's total GMV for FY2023 is $10 billion. If you roughly calculate according to the proportion of Li Jiaqi's income and GMV, Dong Yuhui, who has not participated in other variety shows and endorsement activities, his salary within Dongfang Selection is not low.
So the eventThe essence of the problem is what Yu Minhong said: "there are loopholes in the company's management".
Fanquan culture.
In the speeches of Dong Yuhui, Sun Dongxu, and even Yu Minhong and otherscoincidentally mentioned an important theme, that is, fan circle culture. Dong Yuhui has gone from obscurity to becoming a top anchor on the whole network, which is completely in line with this logic and has become a unique "idol" in the live broadcast e-commerce circle.
Dong Yuhui's appearance is ordinary, but he has a wealth of knowledge and talent, and he often immerses himself in lectures and forgets his ** task, which is different from those anchors who can only call "buy, buy, buy". Therefore, Dong Yuhui's personal influence continues to expand, even surpassing the Oriental Selection Company itself, highlighting his personal style.
When Dong Yuhui is live broadcasting, fans will make data for him to hit the list. Fans are also organizing publicity and control comments, publicizing Dong Yuhui's out-of-the-circle clips, speeches, positive energy ** and cultural tourism essays, actively guiding and controlling comments, and focusing on black fan comments.
However,The act of apotheosis is essentially an illusory form of self-absorption, and extreme fans are extremely intolerant of any remarks that are unfavorable to the "idol". Box Lunch Finance has reported on the phenomenon of the invasion of fan circle culture into the Oriental selection, especially when the anchors are handing over **, there are often comments of "expelling the anchor" and "calling Dong Yuhui" in the live broadcast room.
Some fans even have radical views on Dong Yuhui in the fan base of Dongfang Selection, they believe that if Dong Yuhui loses, it means that we have lost our feelings for our family and country, and we have lost our correct values.
Nowadays, in the live broadcast of goods, fans of super anchors such as Li Jiaqi and Wei Ya often show similar behaviors, but the rise of fan circle cultureIt has indeed become a problem that both big anchors and MCN institutions need to deal with and balance carefully.
De-headification.
For Dongfang Selection, Dong Yuhui is just an anchor in the organization, and his growth and development expectations must of course be included in the company's strategic considerations. Especially after Li Jiaqi overturned, reducing dependence on super anchors has become the consensus of the industry. "Angry netizens out of the circle, Li Jiaqi overturned with Huaxizi, is the "overhead" era of live broadcast coming to an end?》。
But in fact, this is not the first time that Dongfang Selection has tried to "de-Dong Yuhui". In June 2022, Dongfang Selection stood out with many talented anchors and quickly accumulated more than 20 million fans. Among these anchors, Dong Yuhui is the most popular and has the highest broadcast rate, so he has become the leading anchor selected by Dongfang and has accumulated a large number of fans. "The market value skyrocketed by 60 billion, New Oriental ** changed its name to Oriental Selection, and Yu Min Hongcheng became the most counterattack case in 2022".
However, as time passed, the contradictions between Dongfang Selection and Dong Yuhui gradually surfaced. In addition, Wei Ya, Sydney and other head anchors have withdrawn one after another due to tax issuesBet all the weight on the top anchor, the higher the company's potential crisis coefficient.
Dongfang Selection is also trying to reduce the dependence of head anchors and incubate more anchors. Dr. Luo Rentong, an expert in the application and practice of digital economy, said that the matrix of anchors has a strong anti-risk ability, which can improve the stickiness and repurchase rate of users, but the resources and budgets required have also increased exponentially, so the matrix of anchor groups and the IP of head anchors will coexist in the live broadcast e-commerce industry for a long time.
After Dong Yuhui, Dongfang selected and trained more than 20 anchors such as Dunton, Mingming, and Yoyo. But compared with Dong Yuhui, there is still a gap in the popularity of these anchors. Up to now, Dong Yuhui's Douyin account has more than 13 million fans, and the number of Dunton, Mingming, and Yoyo fans is 213 respectively20,000, 12350,000, 13880 thousand.
The next stage
Currently,For Dongfang Selection's weakening of Dong Yuhui's practice, it is normal from a business perspective, because the target positioning of Dongfang Selection has never been the head live broadcast room of Douyin, but the self-built platform and self-operated brand system. "Oriental Selection from the "Premiere" of the platform, the first step to get rid of Douyin".
Yu Minhong said more than once:In the future, Dongfang Selection will be very serious about the layout of the e-commerce system. Among them, for Yu Minhong, what he is most afraid of on the built e-commerce platform is the Matthew effect of head monopoly, and the super head anchor will have a siphon effect, and squeeze the waist and tail anchors, and even affect the platform's dominant ability in traffic distribution. Therefore, the platform often restricts and weakens the head anchors, such as Simba to Kuaishou, and Li Jiaqi to **.
StillThe current Dongfang Selection is actually far from being self-reliant, more like an independent retail brand, Dong Yuhui is the company's sales champion, and it is indeed not a wise move to weaken the sales crown at this time. Although many people will think that the biggest suction force of Dongfang Selection lies in Dong Yuhui, the brand image and high-quality products are the strongest moat of Dongfang Selection.
Many ** analysts said that most of the members selected by Dongfang are in a state of rational shopping, and they said that they will not buy or not because of the anchor, and the biggest motivation to place an order is always product quality and**. Oriental selection members sell 199 yuan a year, will it be a good strategy?》。
When there is a difference of interest, how to properly handle the relationship between the super individual and the company will undoubtedly become a new challenge for Dong Yuhui and Dongfang Selection. The relationship between super individuals and MCN institutions can easily lead to the hidden danger of unequal interests, and Li Ziqi is a lesson from the past. "Li Ziqi has been back for more than a year, do you want to PK hot and sour noodles with Zhang Lan?》。
But what is slightly different from Dong Yuhui's current situation is that Li Ziqi has his own company. For Dong Yuhui, there is no "Dong Yuhui" brand yet, and there is no company under his own control. ButFrom the perspective of interests, at this stage, Dong Yuhui and Dongfang Selection have not yet broken up.
The game between the two sides is still continuing, will Dong Yuhui become the next new Oriental to run away?
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