In the past few days, the "Dong Yuhui Little Composition" incident has been in full swing on the Internet.
The reason is that Dong Yuhui's Jilin copywriting is out of the circle, and some fans leave messages on the account, who wrote the copy.
The account says that there is a team, and the copywriting is written.
Fans were not happy, saying that the copywriting was written by Dong Yuhui.
said that not only was the copywriting of the Jilin trip not written by Dong Yuhui, but even the copywriting of the Shanxi trip was not written by him.
Fans were even more unhappy, saying that Yu Minhong said that the copywriting of Shanxi was written by Dong Yuhui.
continued to be tough, saying that Mr. Yu did not understand the actual business.
Fans are upset with Dong Yuhui and feel that he is not worth it.
What caused the escalation of the situation was Sun Dongxu, CEO of Dongfang Selection, who dropped his mobile phone during the live broadcast and gave a lesson to the fans in the live broadcast room, saying that the account was not, and also said that Dong Yuhui took tens of millions of money, which is a lot, and he should not be emotional;also said that he opposes the fan circle culture and wants to resist the fan circle behavior of defending Dong Yuhui.
originally wanted to put on the posture of the boss to calm the turmoil, but the fans didn't buy it, and they lost 8w overnight. Dongfang Selection's share price plummeted, and its market value evaporated by 4 billion.
Yu Minhong admitted that he was negligent in management, which led to internal management conflicts and caused public **.
It was once rumored that Sun Dongxu forced the palace and asked Yu Minhong to choose between him and Dong Yuhui.
Dong Yuhui sent a long post in response, and Sun Dongxu apologized to Dong Yuhui.
Immediately afterwards, Dong Yuhui suspended the live broadcast of Oriental Selection.
I don't know how this small essay incident will end, even if the Eastern Selection goes out of business, there will be Western Selection and Southern Selection. For managers, there are three takeaways from this incident that are worth pondering.
01 Don't ignore the power of self-a**
In the summer of 2022, Dong Yuhui was born, saving New Oriental, saving Yu Minhong, and pulling the market value of New Oriental from 2 billion to 60 billion. Many New Oriental executives took the opportunity to cash out and made a lot of money.
What made Dong Yuhui so popular out of the circle so quickly?The power of self-**** is indispensable. The live broadcast room is just the starting point of Dong Yuhui's godhood, what really makes Dong Yuhui popular all over the country is the countless self-autonomy of his paragraph "When you are studying, Alaska's cod is jumping out of the water;When you do the math, the seagulls of the South Pacific are skimming over the city", so that many people who question the use of reading books in this day and age suddenly understand that reading books is useful.
With the explosion of Dong Yuhui, New Oriental is on fire, Oriental Selection is on fire, rice has become easier to sell, corn is also selling well, farmers are smiling, and various places are vying to invite Dong Yuhui to endorse, and the spirit of consumers has also been relaxed and happy. In the words of fans, what I bought was not rice, but the harvest sown in the field with Dong Yuhui;What I bought was not corn, but the joy of returning in the field with Dong Yuhui.
Since **, Dong Yuhui has a large group of loyal fans, and the "mother-in-law" loves Dong Yuhui more and more. But the company's management obviously doesn't want to see Dong Yuhui's family dominate, one day Dong Yuhui quits, and Dongfang Selection, which has no other head anchors, will fall quickly, and it is understandable that the company wants to go to Dong Yuhui.
But the company's management still ignores the power of self-a** and the power of the fans behind it. These fans are the main force of Dongfang Selection's consumption and the guarantee of Dongfang Selection's performanceIt doesn't matter whether the copy was written by Dong Yuhui or someone else, what matters is that it is read out of Dong Yuhui's mouth.
Water can carry a boat, and it can also overturn a boat, Dongfang Selection is on fire because of its own popularity, but this kind of attack on the anchor is not only not bought by fans, but also by the investment market.
02 Crisis public relations handling is a competency that every manager should have
was originally just a small thing, but it caused such a big turmoil, and all kinds of related hot searches continued.
Just imagine, if you don't have a small essay with fans and a dispute over who wrote it, there will be no such drastic **. Account managers have a little more sense of crisis, and they will not let them repeatedly argue with fans.
Imagine, if Sun Dongxu did not have a posture of holding a meeting for fans, but carefully clarified the cause of the incident and gave a reasonable and effective solution to avoid similar things from happening again, he would not fall one-sidedly to Dong Yuhui and have a negative impact on the company.
Crisis management is a competency that every manager should have。In this case, Dongfang Selection's crisis public relations handling ability was almost zero.
The reason for the public relations crisis is nothing more than that consumers question the behavior of the brand, and what needs to be done is definitely to appease consumers' emotions, rather than adding fuel to the fire. Dong Yuhui takes 3 million or 30 million, many people don't pay attention;The CEO of a listed company talks about the salary of his employees, and secretly rubs and says that he has given enough money, don't know what to do, and this kind of "salary confidentiality" that even ordinary employees know is still publicized, which is brainless.
A**, a paragraph**, a screenshot may trigger a public relations crisis of the enterprise, and managers should be more cautious in their words and deeds. How to deal with the crisis public relations requires the management of the enterprise to reach a consensus internally, and it is also necessary to increase investment in this area to avoid the management personnel from coming out of their mouths and being difficult to recover.
03 The unfair distribution of benefits is an important trigger for internal contradictions
The "Dong Yuhui Small Essay" incident, in the final analysis, is a long-standing backlog of internal contradictions, which was exploded by a "Who wrote the small essay" fuse index. Dong Yuhui responded that some of those amazing small essays were written by themselves, some were written by themselves for others, and some were written by the team. But it is undeniable that in the live broadcast room for several hours, many of the golden sentences and on-the-spot reactions with frequent highlights must be Dong Yuhui's own handwriting.
Why do you have to fight for this right of authorship?
Netizens gave an example: a dish was served in a restaurant, and the customer said it was delicious and praised the chef. The vegetable cutter jumped out and said that I cut the dish;The one who washes the vegetables says that I washed the dishes;The grocery buyer said that I bought the groceries;The one who served the food said that I served the food. Everyone wants to come and get a piece of the pie and invite them to work.
Before Dong Yuhui became popular, he must have written a small essay for him;Why did Dong Yuhui jump out and have to claim the ownership of the article after Dong Yuhui became popular?
I think it's probably because of the unfair distribution of everyone's interests.
Dong Yuhui's explosion comes from various golden sentences during the live broadcast, and he also knows that golden sentences are the foundation of Dong Yuhui's survival. The one who writes the golden sentence is still Dong Yuhui, who reads the golden sentence, has already made a lot of money, fame and fortune.
I don't care when there is no fire, because there is no benefit;But now that it is popular, why is Dong Yuhui, who is called a "shopping guide" internally, a dignitary in front of people, but even the small essays written by himself behind the scenes are mistaken by fans for Dong Yuhui written by himself.
Freezing three feet is not a day's cold, and the internal contradictions are not a momentary and a half, maybe what you care about is not fame and fortune, you just want to fight for yourself, but you don't want to cause a crisis.
If Dong Yuhui had the consciousness to thank the behind-the-scenes team in various public occasions, perhaps it would not cause dissatisfaction;If Dongfang Selection gives more incentives in the distribution of benefits, he may be able to be the team behind Dong Yuhui like other boss secretaries.
Of course, some people say that there is a promoter behind the scenes, and it is the promoter behind the scenes, does that also mean that there is also a contradiction between the promoter behind the scenes and Dong Yuhui, and this contradiction is another kind of uneven distribution of interests.
Dong Yuhui's small essay "The incident may continue to ferment and accelerate the separation of Dong Yuhui and Dongfang Selection;It is also possible that after this turmoil, the company will strengthen management to avoid the occurrence of such incidents.
It's just that as a manager, you should be aware of the power of self-improvement, embrace self-improvement, and make good use of the power of self-improvementIt is also necessary to have a sense of crisis management, after all, we are in the spotlight all the time;Internal contradictions will not be actively eliminated, and the continuous backlog will only detonate more powerful energy, and it is imperative to do a good job in the distribution of benefits.