The good guy Dong Yuhui saved the Dongfang Selection New List

Late the night before yesterday, Dongfang Selection released a preview of Yu Minhong, Dong Yuhui's joint broadcast at 8 p.m. the next day. This time, Dong Yuhui's identity is no longer the anchor of Dongfang Selection, but the senior partner of Dongfang Selection.

On December 17, Yu Minhong appeared at the 4th China Vocational Education Development Forum and responded to the turmoil again: "When you rely on employees with great ability to build your business model and development, you are working for employees, and your relationship with excellent employees must be changed. The boss must be willing to work for the employee and become a partner

That night, Luo Yonghao, who has been supporting Dong Yuhui and speaking out for him in the past few days, revealed during the live broadcast that it is credible**Dongfang Selection has renewed Dong Yuhui's contract at a sky-high price, "I don't know the specific number, but it definitely deserves the sky-high price."

At this point, starting with a message from Oriental Selection, culminating in the dismissal of the CEO of Oriental Selection, and ending with Dong Yuhui's promotion to senior partner, the most eye-catching "small composition" storm of Oriental Selection in 2023 has finally settled.

Maybe no one thought that the "small composition" turmoil selected by Dongfang could develop to this point.

The "small composition" turmoil of Dongfang Selection was just a trivial matter at the beginning, but with the toughness, Dong Yuhui stopped broadcasting, coupled with Sun Dongxu's inappropriate response, and various true and false revelations, it finally evolved into a storm of Dongfang Selection's market value evaporating 7 billion yuan. (Further reading: "370,000 fans in 4 days, Dongfang Selection and Dong Yuhui, who can't do without whom?".)》）

On the evening of December 14, Sun Dongxu issued an apology**, apologizing for mentioning Dong Yuhui's salary and fan fan circles. I thought it was going to come to an end, but I didn't expect the storm to have just begun.

The first is Dong Yuhui's job-hopping rumors.

Since Dong Yuhui temporarily stopped broadcasting on December 10 and has not appeared in public again, as the "mother-in-law" (Dong Yuhui's fan nickname) has gone violent, Dongfang Selection has continued to lose fans, and rumors began to flow in the industry that Yu Minhong wants to choose between Sun Dongxu and Dong Yuhui, and Dong Yuhui may change jobs.

First of all, JD.com, there is a screenshot showing that the vice president of JD.com Human Resources took Liu Qiangdong's signature and went to Shaanxi to recruit Dong Yuhui. Although this rumor was quickly denied by Dong Yuhui, there was a trend in the industry to help Dong Yuhui find a home.

At the same time, due to the similarity in the live broadcast style of Gaotu Jiapin, Xueersi Youpin and Dongfang Selection, many "mothers-in-law" poured into the live broadcast room of the first two and shouted to poach Dong Yuhui. The CEO of Gaotu Jiapin replied that "Dong Yuhui is not for digging, but for love", and the president of Xueersi said, "It's not how to dig him, but what I can do for him".

Gaotu Jiapin anchor Haotian and Xueersi Youpin anchor Orange Orange.

It has attracted the attention of a large number of netizens.

According to the statistics of Xindou, a Douyin data tool under Xinbang, "Gaotu Jiapin" has gained 1.95 million fans in the past 7 days, and it is estimated that it will bring goods between 25 million and 50 million yuan, which is more than 250 times higher than the results of bringing goods a week ago. The data of "Xueersi Youpin" has also increased significantly. (Extended reading: "Nearly one million fans in 4 days, Gaotu Jiapin is one Dong Yuhui").

The most high-profile is Luo Yonghao. On December 15, Luo Yonghao posted on Weibo that the "small composition" turmoil evoked many memories of his youth, saying that if Dong Yuhui wanted to start a business, he was willing to save a bureau with some friends who did investment and business to support him to start a business smoothly. That night, Luo Yonghao opened the microphone passionately in the live broadcast room of making a friend, saying that he asked a circle of investors and friends, even if it is the legendary 500 million yuan in liquidated damages, some people are willing to help pay.

In addition, Netease Youdao specially opened a live broadcast to invite Dong Yuhui to serve as co-CEO, and CCTV selected and sent ** said that it was planning the process of taking Dong Yuhui's entry, "Just send Mr. Dong *** Crazy Brother Yang and others also publicly responded to whether to poach Dong Yuhui, as if Dong Yuhui's departure from the East Selection is a foregone conclusion, and now it is almost time to find a home."

On the cusp, there is no Dong Yuhui's Oriental Selection has opened a super promotion, and the price of self-operated products has a discount of nearly 30% compared to weekdays, according to the live broadcast report released by Oriental Selection, on December 14, Oriental Selection's single-day sales exceeded 62 million yuan, setting the highest sales record for Oriental Selection's self-operated products in the past two years.

Matching the good results is a more intense controversy. On December 15, because of the bad comments of some netizens, Dongfang Selection anchor Tianquan published "Netizens are very cultured. We have set up so many blocking words, and we can also change the law" and other gaffe remarks.

In the end, Dongfang Selection began to lose fans quickly. Some netizens tested and found that "Oriental Selection" dropped 1,000 fans in one minute.

At the same time, Dong Yuhui began to increase his fans wildly. According to Xindou data, Dong Yuhui's Douyin account has gained more than 8.15 million followers in 4 days. One of the most widely circulated comments at the time was: "Dongfang Selection and Dong Yuhui are both impacting 20 million fans. ”

Source: New Shake.

In addition, the data shows that since December 8, the share price of Dongfang Selection has continued to be **. By December 15, it was reported at 2625 Hong Kong dollars, the stock price has accumulated **21 in the past 5 trading days99%。

At this point, Dongfang Selection seems to have reached the "most dangerous time", and many netizens commented that "Yu Minhong may be going to start a business for the third time".

Dongfang Selection also responded quickly.

In the early morning of December 16th, "Oriental Selection" updated its profile, announcing that it would be temporarily suspended that day.

At 11:31 p.m., Dongfang Selection issued a personnel appointment and dismissal notice, removing Sun Dongxu from the position of executive director and CEO of Dongfang Selection.

At 15:29 in the afternoon, Yu Minhong posted an apology to Dongfang Selection's behavior of blocking netizens.

At 16:04 in the afternoon, Dongfang Selection said that the anchor Tianquan was suspended for three months and severely criticized him.

At 19:10 on the evening of December 16, Dong Yuhui appeared in Yu Minhong's live broadcast room after "disappearing" for a long time, and the two lived together for 1 hour and 21 minutes. According to the statistics of Xindou data, the number of people in this live broadcast exceeded 42.24 million, which made "Yu Minhong" increase his fans by more than 1 million.

In this live broadcast,Yu Minhong admitted that Dongfang Selection was unfair to Dong Yuhui and restricted his development, and then Dongfang Selection will start a ** adjustment, including the treatment of all anchors, and promised that "Dong Yuhui will definitely have the right to speak in the future". Yu Minhong also emphasized that Sun Dongxu's dismissal had nothing to do with Dong Yuhui, and Dong Yuhui also interceded for him.

In addition, Yu Minhong believes that this turmoil is due to a loophole in the management of Dongfang Selection, and he will serve as the CEO of Dongfang Selection next, and there will be no longer a gap between him and Dong Yuhui.

Dong Yuhui said in the live broadcast that he would not leave Dongfang Selection, saying, "Those who are confidants die and are happy is my first pursuit." I got a lot of sky-high offers in June last year, and if salary was my pursuit, I would have left at that time. ”

Dong Yuhui said that he was respected and listened to in Dongfang's selection, which is more important than how much money is paid. "Even if I leave Dongfang Selection in the future, I hope it is good. ”

Regarding the future positioning, Dong Yuhui said that he and Yu Minhong have at least five or six per day, and will focus more on cultural tourism, books, and agriculture in the future. "There is no shortage of me in the world to sell goods, and I don't want to take the opportunity to become a top anchor in the industry. ”

Dong Yuhui and Yu Minhong's live broadcast reminded netizens.

A famous scene in the hit drama "News Queen".

Although Dong Yuhui and Yu Minhong looked very tired during the live broadcast, netizens took this opportunity to extend various topics, but no matter what, this turmoil, which lasted for more than 10 days, finally came to an end.

On December 17, "Oriental Selection" finally resumed broadcasting after a day of hiatus. From time to time, the live broadcast room swiped messages such as "support Dongfang Selection", "I want to be cool", "I want to see Dong Yuhui", and the ripples after the "small composition" turmoil can be vaguely seen.

However, according to the statistics of Xindou data, after Dong Yuhui's appearance, "Oriental Selection" not only stopped the crazy loss of 2.31 million fans in 2 days, but also estimated to bring more than 100 million yuan on the first day of rebroadcast, and the number of live broadcasts was 68.68 million, setting a new record.

On December 17, the trend of "Oriental Selection" dropping fans eased.

Source: New Shake.

On the same day, Yin Qiang, CFO of Oriental Selection, said in the circle of friends that the story of New Oriental will always have a happy ending, and the night is long enough to make people feel that the light of dawn is so bright and make everyone worry.

Back then, because when selling rice, from literature, history and philosophy to astronomy and geography, from the stars and the sea to the fireworks in the world, Dong Yuhui became a god in the first war, and to this day, not only has Dongfang Selection become a head delivery company with a total of more than 40 million Douyin fans, but also made Dongfang Selection's stock price rise from a minimum of 2HK$84 skyrocketed all the way to a maximum of HK$75, with a valuation of HK$50 or 60 billion.

Although the industry expected that there would be a crisis in the selection of Dongfang, which only has Dong Yuhui as a super anchor, it did not expect this day to come so quickly. With the return of Dong Yuhui and the resumption of Dongfang Selection, everything seems to have returned to the original point, however, the rifts that have appeared may be difficult to be intact.

Fan Deng's comments on Dong Yuhui's future situation.

The Dongfang selection of "small compositions" is the hottest topic in the industry at the end of the year. History bloggers, reading bloggers, workplace bloggers, overseas bloggers ......It seems that anyone can say a little bit about their feelings.

Some people compare Meng Yutong and Dong Yuhui, and feel that the two vividly show the plight of contemporary workers: Dong Yuhui, who is strong, will be suppressed by the leadership, and Meng Yutong, who is not strong, will be chased and scolded by the former boss. One is difficult to divide the cake, and the other is bitter to make the cake.

In this regard, Sina Weibo CEO Wang Gaofei commented: "It was 'the company bullying honest employees' that caused public outrage. ”

Some people think that the kind-hearted Dong Yuhui encountered office politics, and turned out the live broadcast clips of Feng Tang, Fan Deng, Yi Zhongtian and others as guests of Dongfang Selection, regretting that Dong Yuhui failed to understand the tips of the bigwigs.

Even many former famous teachers of New Oriental jumped out and attributed Dong Yuhui's experience to New Oriental's "infighting culture". For example, Zhou Sicheng posted on Weibo that the power and arrogance of New Oriental, as well as the dark power of "de-famous teachers", have largely led to the departure of famous teachers.

But if you want to say that the most valuable remarks for the live broadcast e-commerce industry, it still comes from Luo Yonghao.

used to be a famous teacher of New Oriental, and now the head anchor with goods, Luo Yonghao's experience is so similar to Dong Yuhui, he can be called "Senior Brother Dong Yuhui". This also made Luo Yonghao's comment the most popular in the "small composition" turmoil.

For the whole incident, Luo Yonghao described it as "absurd and disgusting". Through horizontal comparison of the two head live broadcast e-commerce companies, Make a Friend and Beauty Wrist, Luo Yonghao believes that Dongfang Selection may be the most unfair, absurd, and most bullying and oppressing phenomenon company he has seen after the birth of live broadcast e-commerce in China.

In his opinion, according to the objective facts and laws of the high concentration of live broadcast e-commerce, it is relatively fair for Dong Yuhui to take at least half of the income in Dongfang. He also said that "the 'knowledge' in private enterprises, really don't easily mention any 'gratitude', this is the ** idea that some entrepreneurs shamelessly instilled into the workers", and at the same time evaluated Sun Dongxu with "dirty and obscene".

Luo Yonghao's advice to Dong Yuhui is: "At the precious moment when personal accumulation and the opportunities of the times just coincide with the huge energy (this window of opportunity should not be long, and no one knows when the next one will come), there is really no need to waste your life to work." ”

Including Luo Yonghao, many netizens regretted that Dong Yuhui stayed in the East for selection, and even suspected that Dong Yuhui was PUA by Yu Minhong, in their opinion:Dong Yuhui controls the core productive forces, and the treatment given by Dongfang Selection is not worthy of Dong Yuhui, and now the "small composition" turmoil has made Dong Yuhui have no moral pressure, which is an excellent opportunity for Dong Yuhui to run away and start a business and maximize his personal interests.

After learning that Dong Yuhui chose to stay in Dongfang for selection, Luo Yonghao even made a pessimistic prediction about Dong Yuhui's future: "The boss and CEO who have no heart are forced to come out so disgraced for things related to him, and the fate of continuing to stay in this company has long been written in the history books of every dynasty in China." ”

In the eyes of many people, Dong Yuhui, who is talented and reads a lot, why did he choose to stay in Dongfang Selection?

The article before the editorial department of the new list "MCN and the human game of talents: talking about money or feelings?".", talking about the relationship with MCN institutions, Tao Baibai, the head expert, once said very bluntlyThe benefits and services given by MCN are quantifiable and not scarce, and there will definitely be another institution to give more, while emphasizing: "No talent wants to be discussed as a commodity." ”

Some netizens don't understand that the root cause of Dong Yuhui's choice actually lies: Dong Yuhui's return to the East for selection is not a choice to maximize personal interests. They are keen to talk about topics such as "Dong Yuhui's IP valuation of $1 billion" and "If Dong Yuhui goes to JD.com, it's not too much to give him $1 billion", and they don't want Dong Yuhui to lose.

The founder of a well-known MCN agency said in an interview with the "deep web": "In general, in the industry, it is (GMV sales - cost) * 12 months * 100 months, which is probably equal to the valuation. At present, the valuation of Dong Yuhui's IP in the market is about 1 billion US dollars. ”

But the essence of Dong Yuhui is different from most ordinary workers:

Most netizens have the mentality of beating workers, because of the shortage of resources, they have to instrumentalize themselves, hoping to exchange for a reward worthy of their labor.

But for the top anchors, most of them have gotten rid of the shortage of resources, avoided the fate of being instrumentalized, and have relatively sufficient choices. Even Dong Yuhui, who netizens think is mistreated, has an annual salary of at least tens of millions of yuan.

As the half-Buddha immortal said, from the perspective of pure commercial interests, Luo Yonghao is right, if you want money, you should listen to Luo Yonghao, "but the price is to sell yourself really and completely to capital", but for Dong Yuhui, "To be a more pure cultural person, and at the same time, the original accumulation has been completed in the past two years, which is not a wrong decision."

In fact, although the outside world feels that Dongfang Selection has mistreated Dong Yuhui, the cause of the whole turmoil is not because of money. In the live broadcast on December 16, Dong Yuhui kept emphasizing that as long as the money is enough, this is not only because Dong Yuhui has low material desire, but also because he really doesn't have to worry about money like ordinary workers.

At the beginning of this year, Dong Yuhui refuted rumors of resignation.

In the live broadcast of the combination, the workers felt that Dong Yuhui should talk to Yu Minhong about treatment, development, and hundreds of millions of liquidated damages, but Dong Yuhui was mostly talking about his personality and hobbies, saying that he didn't want to sell goods all the time, and warned fans that "rational consumption will make you happy, but consumerism will make you miserable". He also talked about his parents, who are still farming, and felt that the land gave him a sense of security.

Regarding the whole turmoil, Dong Yuhui said: "The whole world is in a storm, I have never experienced it, it is very painful. ”

According to Maslow's hierarchy of needs, when a person gets rid of the existential crisis, he will have a higher pursuit spiritually, and this is especially true of Dong Yuhui, who has a strong intellectual temperament. Dong Yuhui said: "I don't like to be an anchor with goods, that's not my intention, I don't like myself, I want to live my life according to my own wishes." ”

There is no need to pursue the maximization of interests, the "mothers-in-law" should be happy that Dong Yuhui has such a choice, because Dong Yuhui finally has the qualifications to be willful. This kind of innocence that is not contaminated with the smell of copper and conspiracy theories may be the reason why the "mothers-in-law" like Dong Yuhui.

In the commercial society, the "literati style" is a subtle existence that is envied, doubted, and despised, but when the "literati style" really appears, all we can do is blessings.

For the live broadcast e-commerce industry, Dong Yuhui's choice proves that for the irreproducible super productivity of super anchors, pure profit considerations are far from enough. Money is the foundation, but emotion and respect are more important outside of money.

Whether Dong Yuhui and Dongfang Selection broke up has never been a matter of pure interests. "If you have enough money, you can win the super anchor" is often just wishful thinking. Practitioners must have a deep understanding"A super anchor is not a tool, but a living person".This is also a thinking dimension that the live broadcast e-commerce industry needs to make up.

Although Dong Yuhui chose to stay, it was difficult to break the mirror, and the "small composition" turmoil has exposed the dilemma of Dongfang Selection.

Prior to this, Dongfang Selection had not recognized itself as an MCN agency and focused a large part of its energy on its own brand. Because in the eyes of capital, MCN institutions are not worth much. Lv Xiaotong, the founder of Weimu Capital, once said:"After this turmoil, the market value of Dongfang Selection is not even worth 5 billion yuan, because it can be cleared at any time, and Dongfang Selection is scrapped this time.

Internet celebrities are fleeting, but products are eternal.

Although Dong Yuhui is very popular now, it still needs time to test whether he can become popular. Dong Yuhui can't be an anchor and sell goods for the rest of his life. This is anti-human, both in terms of personal energy and personal preference.

The anchor who sells goods is a youth meal, and for Dongfang Selection, Dong Yuhui, the anchor who brings goods, is only worth a few years. This is a huge business risk for a listed company, and Dongfang Selection must consider what to do without Dong Yuhui, or how to make Dong Yuhui play a greater value.

From a business point of view, a strong first-class chain and a recognized brand are the confidence of Dongfang Selection's long-term operation. Sun Dongxu once said: "I hope that the left hand of Oriental Selection will be a product technology company, and the right hand will be a cultural communication company." ”

In fact, as the turmoil gradually subsided, many people in the industry believed that there was nothing wrong with Dongfang's selection of "going to Dong Yuhui", but the mistake was that the work was a little rougher.

Some netizens used Zhuge Liang's tears to describe the dismissed Sun Dongxu, believing that Sun Dongxu was just a "poor outcast" and a victim of the conflict between the two models of Dongfang Selection's Internet celebrity route and product route. "Snow Leopard Finance Club" also used "Yu Minhong won, Dongfang Selection lost" to describe this turmoil.

A noteworthy detail is that the announcement issued by Oriental Selection on the Hong Kong Stock Exchange on December 17 shows that although Sun Dongxu was dismissed as chief executive officer and removed from his position as executive director of the company, he still serves as a non-executive director of Oriental Selection. In the live broadcast on December 16, Yu Minhong also emphasized: "Dongfang Xiaosun (Sun Dongxu) is now down from the CEO, as an entrepreneur and manager of New Oriental for a long time, he is also my little brother, and he will continue to contribute to Dongfang Selection in his way." ”

Perhaps, as some industry peers have analyzedThe traditional education company Dongfang Selection has transformed into a live broadcast Internet celebrity company, but its thinking has not changed, and it is still treating a phenomenal super anchor with the method of New Oriental famous teachers, and then with the multiple boosts of fans, anchors, competitors and melon-eating people, it has come to the embarrassing situation it is today.

In the latest release of "Zhejiang New Oriental Cultural Tourism", Yu Minhong, CEO of Oriental Selection, said frankly to Zhou Chenggang, CEO of New Oriental: "The transformation of New Oriental is inseparable from Dong Yuhui. ”

It is foreseeable that "de-Dong Yuhui" will continue, but after the "small composition" turmoil, the difficulty has increased exponentially.