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** Financial gossip
Author of Financial Gossip
Since the fermentation of the small composition incident, Dong Yuhui has had a new dynamic.
On December 26, the day after Christmas, Dong Yuhui's new Douyin account "Walking with Hui" has been certified by the platform, and the company is certified as Walking with Hui (Beijing) Technology***
According to the information on the official website of Tianyancha, Youhui Peer (Beijing) Technology *** was established on December 22, 2023, with a registered capital of 10 million yuan, with Dong Yuhui as the legal representative, executive director, and manager, and Yu Minhong as the supervisor.
Source: Tianyancha official website.
The new account has only released three works so far, mainly related to Dong Yuhui**Content and scenery**, but this does not affect the enthusiasm of fans at all, as soon as the account was opened, it quickly gained 800,000 fans, as of 11 o'clock on December 27, the number of fans of the account has exceeded 1.39 million, Dong Yuhui once again showed his terrible ability to attract fans.
Source: Screenshot of Douyin.
01, walking with "Hui", Sun Dongxu is still the man behind Dong Yuhui
Dong Yuhui's new account was launched this time, and everything was expected.
As early as a week ago, Yu Minhong responded to the "small composition turmoil" in the live broadcast room, promising the audience in the live broadcast room, "Dong Yuhui will definitely have the right to speak in the future", and revealed that the company will soon start a ** adjustment, including solving the treatment of all anchors on the platform.
This adjustment did come quickly, two days later, some careful netizens found that Dong Yuhui's identity in the live broadcast preview picture of the Oriental Selection Official Weibo has been upgraded from "anchor with goods" to "Oriental Selection Senior Partner", on the same day, Yu Minhong released a personnel appointment on his personal account, officially announcing Dong Yuhui as the cultural assistant to the chairman of the New Oriental Group, and concurrently serving as the vice president of New Oriental Cultural Tourism, at the same time, Yu Minhong also revealed that he will set up an independent studio for Dong Yuhui to further do the promotion of cultural tourism and culture that he is good at.
Regarding the "independent studio" mentioned by Yu Minhong, Dong Yuhui also made a further explanation, saying that the studio is not a platform opened for him personally, and the studio is still 100% controlled by Dongfang Selection, and the GMV of the new account is included in Dongfang Selection's financial report.
On the surface, the official operation of this new account of "Walking with Hui" is the fulfillment of the promise made by Yu Minhong on behalf of New Oriental in the live broadcast room, and before contacting, it is to remove Sun Dongxu, the former CEO of Oriental, and to promote Dong Yuhui to a series of operations, all aspects are trying to appease and make up for Dong Yuhui's "grievances" in this turmoil, and strive to give him personal, The fans who love him and the public make a decent explanation, but if you look closely, you will find that things are far from being as simple as they seem.
Through the equity penetration chart of Tianyancha official website, we can find that Hui Peer (Beijing) Technology is 100% owned by Beijing New Oriental Xuncheng Network Technology, and the registered capital is 1223512.29 million yuan, and the legal representative of the company is Sun Dongxu, who was dismissed by the board of directors as chief executive officer (CEO) and executive director due to a small composition turmoil, and resigned as a non-executive director of the company on the 22nd.
Source: Tianyancha official website.
Sun Dongxu, who was once at the helm of Dongfang Selection, on the surface, although he was removed from the position of CEO of the platform, he was a "outcast" and an "outcast" , but from the perspective of actual profit and loss, he doesn't seem to have lost so much, after all, he really holds Dongfang Selection's shares, although the title has dropped, it does not affect his money at all, it is just from the front of the stage to behind the scenes, although Dong Yuhui has returned to the live broadcast room and has a company named after himself, he is still the man standing behind Dong Yuhui, so from this point of view, the relationship between the two has not changed substantially.
02 "Helping Dong Fei" or "De-Dong", who is the real winner of the small essay turmoil?
Dong Yuhui's personnel changes seem to be "helping Dong Fei", giving Dong Yuhui greater freedom and allowing him to fly more freely, but in fact, it represents a step deeper in New Oriental's "de-Dongization".
Dong Yuhui, as a natural person as an anchor in the Dongfang Selection Live Broadcast Room, has a completely different meaning from him as the legal representative, executive director, and manager of Youhui Walk (Beijing) Technology *** as an anchor in this so-called "personal studio".
In the past, if Dong Yuhui really didn't want to continue to stay in New Oriental, he could turn around and leave, even if he might need to pay a lot of liquidated damages according to the agreement, but in this small essay turmoil, his fan loyalty, appeal, and even social influence can be seen clearly, and he really wants to jump ship, it is estimated that some new owners are willing to pay this money for him, as long as he can pay off this money, Dong Yuhui can choose freely again, and there are enough opportunities to choose, and it will never be worse than the existing platform.
But when Dong Yuhui is the legal representative of the studio, but the control is not completely in his hands, his binding with New Oriental is more profound, and the initiative and freedom as a personal will be discounted greater. Under the new identity, any enterprise, institution, or third party that wants to cooperate with Dong Yuhui must go through this studio, and as long as it passes through this studio, any income generated must have a share of New Oriental.
To put it simply, Dong Yuhui, who has a studio named after himself, can only be Dong Yuhui of New Oriental.
If you want to say that there are winners in this turmoil, the only winner is Yu Minhong, at a critical moment, one move "to Sun Liudong", reversed the society, saved the company's stock price that had fallen for many days, and also achieved a wave of volume and price rises, and also effectively appeased the team's good generals, and gave other anchors of the company a "reassurance", so that the binding between Dong Yuhui and New Oriental was deepened, and the risk of flying alone was minimized, and finally a "helping farmers" was put on A good brand, the corporate image has been saved, and the image of the entrepreneur has been better improved by using this wave of traffic.
03. Why does Oriental Selection and New Oriental insist on "de-Dongning"?
Recall that a year ago, the education and training industry suffered a heavy blow with the double reduction sword, and New Oriental, the industry banner that started with it, was also forced to lay off a large number of employees and began to explore the road of transformation under the new policy, and live broadcast e-commerce became one of the options.
As a member of New Oriental, Dong Yuhui also started a new attempt in his career, from a teacher on stage to an anchor in the live broadcast room. Dong Yuhui is not the anchor chosen by God, he looks ordinary, is not good at creating a warm atmosphere, and is not proficient in standard live broadcast skills, he just made himself in the live broadcast room, and turned his previous knowledge accumulation into the commentary of the goods in the live broadcast room, from literature, history and philosophy to astronomy and geography, from the stars and the sea to the fireworks in the world, at those moments, he did not think about how these words would move the audience, how could he be so favored by God, and the gears of fate began to turn quietly like this.
Relying on his unique style, Dong Yuhui has created an unprecedented style of knowledge-based live broadcasting, gaining a large number of fans, and he is also a fan with great purchasing power. According to the 2023 fiscal year performance report disclosed by Oriental Selection in September 2023, Oriental Selection achieved annual revenue of 451 billion yuan, an increase of 650 year-on-year42%, with a net profit of 97.1 billion yuan, and the operating income of self-operated products and live broadcast e-commerce business surged by 15,424% year-on-year to 388.1 billion yuan, accounting for 8605%, successfully achieved a turnaround.
Behind this, Dong Yuhui is undoubtedly the minister of the shares, and a source previously revealed that the revenue created by Dong Yuhui accounted for more than half of the revenue of the entire platform of Dongfang Selection. It is precisely because Dong Yuhui's contribution to Dongfang Selection far exceeded expectations that it has become the reason why the platform is afraid of him.
In the current market mechanism, if an enterprise develops to "too big to fail", it is terrible, so it is easy to attract industry monopoly, once the enterprise has systemic risks, the consequences may need to be paid by the whole society;Similarly, in an enterprise, if the contribution of a single person accounts for an absolute high value, it is also a dangerous signal for the enterprise, especially in the e-commerce industry, which is why "decentralization" and "de-heading" have become a common main task of the current e-commerce platform.
Previously directed by Sun Dongxu, the core purpose of the small composition turmoil performed by the team was to dilute and detract from Dong Yuhui's image in front of the public, so as to slowly let the Oriental Selection Platform complete the "de-Dongning", so that Dong Yuhui's fans became fans of Oriental Selection, but unfortunately, the timing of the choice was wrong, and the management of Oriental Selection still underestimated the power of Dong Yuhui's IP.
Dongfang Selection must admit that at this stage, Dongfang Selection is inseparable from Dong Yuhui for the time being, which is why Yu Minhong finally made the decision to "abandon Sun Baodong".
With the successful authentication of Dong Yuhui's new account, he will start a new journey and enter the live broadcast room again with a new identity, whether he can continue to write new brilliance and reach a new peak again still needs time to verify, but it is certain that he is no longer the Dong Yuhui he used to be, but this time, Yu Minhong can be more assured to "rejoice".