Text丨Jia Kun Biying
Editor丨Shi Wanjia
Yibang Original] The world is crowded, all for profit.
Dong Yuhui's small essay incident has fermented so far, and Dongfang Selection has made a decision that is ultimately in line with the "public opinion" to calm down the controversy. That is, the CEO Sun Dongxu was dismissed.
This could be a complete victory for super IP over traditional organizations. Some people who stand in line with "Dong Yuhui" fall into a carnival, but there will definitely be some people who will feel shocked by this decision.
Regardless of where the "de-dongization" will eventually go, today's decision seems to indicate that the conflict between MCN institutions and big anchors will be resolved in the short term with organizational concessions and individual victories.
Dong Yuhui is not an executive of the company, nor is he a major shareholder or partner, but in the eyes of the marketDong Yuhui is already the largest traffic entrance of Dongfang Selection, the best e-commerce converter of Dongfang Selection, and the leader of Dongfang Selection's capital market
This would have been unthinkable in any previous period of business history.
Are we really ushering in an era of super IP?Are such times stable?Today, when all the bigwigs and anchors will overturn and slowly come to an end, how should an enterprise understand the value of employees, and whether an organization is still secure?
It seems that everything has fallen into a new puzzle again.
In the future, enterprises are managing star employees
Or are you managing stars?
The question of how to manage influencers in MCN is the most discussed thing in the market and the most headache for bosses.
But clearly, there are some issues that should not be put before the horse. Whether enterprises, MCNs, and live broadcast organizations can be understood with a management model is first of all a question.
Every company will have its own star employee, who may be the person with the highest contribution to the whole company in addition to the boss, and the most dazzling boy in the whole company. The company hopes that star employees can play an exemplary role, the more the better, and also hopes that star employees can stay in the company and continue to create value. But MCN and live broadcast agencies must be reasonable in the treatment of anchors and teamsNot really.
This is an interesting question. Although the management of star employees of enterprises and the management of stars of brokerage companies involve the cultivation, motivation and retention of talents, there are also some essential differences.
First of all, the goals are different. The goal of managing star employees is to improve the performance, innovation and competitiveness of the organization. The goal of the agency to manage celebrities is to enhance the popularity, influence and commercial value of the artist. This determines that the focus of the two management methods is different. Enterprises pay more attention to the professional ability, teamwork and organizational adaptability of star employees;Brokerage companies, on the other hand, pay more attention to the personality, image and market feedback of celebrities.
Therefore, for Dongfang Selection, Dong Yuhui is the embodiment of human resources, and he must strategize with the entire team and the organization behind it. From this point of view, Dongfang Selection treats Dong Yuhui in the same way as cultivating star employees.
Secondly, the relationship is different. The relationship between the enterprise and the star employee is an employment relationship based on contracts, rules and interests;The relationship between the agency and the celebrity is a partnership based on cooperation, trust and interests. This determines the difference in the flexibility of the management methods between the two. Enterprises usually follow certain systems and processes for the management of star employeesThe management of celebrities by brokerage companies usually has to formulate strategies and plans based on specific situations and individual cases.
It is worth noting here that the cooperative relationship between the artist and the agent can be Party A (artist) B (agent), or Party B (artist) A (agent). The former can better reflect the initiative of the artist. But most MCNs and live broadcast agencies are still the largest party members in this market. Although we can't see Dong Yuhui's contract, there is a high probability that he is still a Party B.
Again, the model is different. The model of enterprise management of star employees is a hierarchical management based on performance and potential;The brokerage company's model of managing stars is a customized management based on the project and the market. This determines the difference in the management methods between the two. The management of star employees usually takes into account the overall balance and coordinationThe management of celebrities by brokerage companies usually takes into account personalized needs and satisfaction.
After the Dong Yuhui incident fermented, Yu Minhong's statement was very interesting. He not only criticized the lack of professionalism, but also criticized the CEO for not revealing Dong Yuhui's salary, and also expressed his rejection of the fan circle culture. "Fifty boards each" is actually a more comprehensive evaluation, and you can understand that the boss is often a "master of water". Dong Yuhui's unexpected popularity and the great success of Dongfang's selection are great contributions to New Oriental and Yu Minhong in the cold winter of education and training, and they are all to be grateful. This is an entrepreneur's way of dealing with celebrity employees or celebrity businesses.
It can be seen from thisAs a content company, Dongfang Selection is still dealing with problems in the same way as it treats celebrity employees. And Dong Yuhui may already have a star mentality.
In fact, in terms of cultivating famous teachers, New Oriental has always been a martial arts leader in the education and training industry. But after all, these famous teachers are only facing children in the classroom, and what Dong Yuhui and Dongfang Selection have to face is the spoiling of mothers-in-law and mothers-in-law who treat celebrities like stars, and the ** violence that can be set off at every turn. In the end, the problem of how to choose, the problem of trams is once again left to entrepreneurs.
Short-term problems were quelled
Potential dissatisfaction will still await ahead?
When all the ** focus was entangled in the fight between Dong Yuhui and CEO Xiaosun Gong, it seemed that the behavior was to die and became a matter of course.
The mothers-in-law denounced it, Yu Minhong and CEO Xiaosun also criticized, and even Dong Yuhui used the boycott to express his dissatisfaction with the competition.
The question is, is it really all wrong?This time the turmoil has subsided, which one will detonate the next time bomb?
It can be seen from the words of Dong Yuhui's post that some of the live broadcasts and ** copywriting are indeed from the hand. But Dong Yuhui also emphasized that these small essays also have their own guidance.
From this point on, it is not difficult to see that Dong Yuhui's emotional dispute is not at all who is the minister of this company, who is the star in the spotlight, and who is the driving force behind the star. The essence of their dispute is intellectual property.
We all said that Dongfang Selection and Dong Yuhui's live broadcast was a live broadcast of knowledge, breaking the original clamoring for a single live broadcast to bring goods. As a result, knowledge has become the label of this institution and anchor.
However, there is no way to understand the process of knowledge production, and the SOP may only be clear to Dongfang Selection itself. Due to the amplification effect of the live broadcast, the audience should think that all talents are Dong Yuhui's talents, and all export chapters come from Dong Yuhui's personal accumulation and precipitation.
If it weren't for this dispute, no one might know about it, but it turned out that some copywriting was actually from the hand.
So, the question is, who should the intellectual property rights belong to such a content formed by the hand of the hand and the mouth of Dong Yuhui?
First of all, it belongs to the Oriental Selection, which is definitely right. As an institution that produces knowledge and knowledge anchors, as long as it is registered, it owns the intellectual property rights of its products, patents, and related derivative content.
The key place of tearing, how to define the distribution of property rights between Dong Yuhui behind the scenes and in front of the stage?But as far as this copywriting is concerned, how to confirm the rights of a text directed and written by Dong Yuhui, and then orally broadcast by Dong Yuhui?
Actually, if you refer to the Copyright Act. Article 19 clearly stipulates that "".The ownership of the copyright of the commissioned work shall be agreed upon by the client and the trustee through a contract. If there is no contract or there is no agreement in the contract, it shall be deemed that the client enjoys the copyright, but the trustee enjoys the right of authorship and shall not use the work in a manner that damages the reputation of the trustee.
Therefore, if there is a contract between Dongfang Selection and the copyright ownership of the copy, then it should be executed in accordance with the contract. If there is no contract or there is no agreement in the contract, then it should be deemed that Dongfang Selection enjoys the copyright of the copy, but enjoys the right of authorship, and Dongfang Selection shall not use the copy in a way that damages the reputation.
If you are familiar with Coase's first law, it will be clear that even if there is no law, as long as the transaction cost in the market is zero, no matter who the official property rights are determined, the two parties in the market will negotiate to reach the optimal solution.
To put it bluntly, it isWhoever pays less to avoid the risk is more responsible
Judging from this fight, it is clear that dealing with it is the party with the lowest cost and the greatest responsibility.
But this truth is obviously not convincing. Because in this process, He Dong Yuhui does not think that the market transaction fee is zero. In the same way, the ideal of zero transaction fees in our day-to-day market operations does not naturally exist. In order to optimize the allocation of resources, the choice of property rights system is necessary. Coase's second theorem will appearThe arrangement of rights, i.e., the form of the system, is directly linked to the allocation of resources, and the intrinsic link between the initial definition of property rights and the efficiency of economic operation is recognized
Returning to the Dong Yuhui incident, if Dongfang Selection had made it clear from the beginning who the property rights of the copywriting co-created with Dong Yuhui belonged to, under a transparent market mechanism, both parties might be satisfied. And if Dong Yuhui has a higher EQ and realizes that he has long been dissatisfied, and he has a few more words for good words in the live broadcast room, I am afraid that his heart will be comfortable. After all, in addition to material rewards, spirituality is certainly important.
Obviously, in today's Internet age, intellectual property rights are becoming more and more scarce. "Small composition" is actually not small, it can be seen everywhere around us. Any creation may be done by multiple people, and any enterprise needs to work together. The abuse of content everywhere, theft, and copy-and-paste makes property owners sigh.
To some extent,Dare to be tough with Dong Yuhui, which may have exposed the deep-seated contradictions between different contributors in a super IP era
This reminds me of a conversation I saw between Uncle Liu, the founder of Reading Library, and Dou Wentao, a famous host. Uncle Sixth said that we can all live on royalties every year, and you (Dou Wentao)'s various ** were cut into various jokes by netizens and posted on the Internet, and you can't get a penny. Dou Wentao suddenly brightened.
How to re-establish copyright in the Internet era, and re-form the redistribution of reputation and interests after the confirmation of rights, is the biggest pain in the industry in the past, and it may also be an opportunity for the industry.
AI can replace small essays
But can it replace Dong Yuhui?
Peter Drucker saidWithout metrics, there is no management.
The reason why Dong Yuhui needs a team and needs it is fundamentally a truth that Sun Wukong can't create the eighty-one difficulties.
Dong Yuhui's part of the body lacks skills, so he needs someone to help. This is also in line with the trend of specialization and division of labor in today's industrial era.
However, even if you have your own sense of property rights, the benefits you can obtain are relatively limited after being measured. From the perspective of the internal incentive system, Dong Yuhui has received an annual salary of more than 10 million yuan, and he is not a star employee of the company, so it is not the same.
To a certain extent, this also fully shows that the value and the contribution of employees can be basically equal.
So on the other hand, Dong Yuhui, if the value of the small composition is limited, and he has to let the sharing, and after the sharing, he is worried about the backlash, what should he do?
This is a question I asked for ChatGPT for Dong Yuhui. I typed in a small essay that Dongfang had selected to write about Shanxi, and asked him to write a piece of copywriting about Hunan.
Follow suit. I can't say it's very similar, I can only say it's exactly the same.
Dong Yuhuihe's essay dispute was resolved in minutes in the face of technology, which is not worth mentioning.
Writing itself is a routine.
AI is really ruthless if it is capable.
What AI can't replace is what is really valuable.
It can only be said that, at least for now, compared with the system, organization, and CEO, Dong Yuhui's selection of Dongfang cannot be replicated.
But what about the future?