Text|Tang Chen.The Oriental Selection Essay Incident has finally come to an end.
At 11 a.m. on December 16, the Douyin account of Dongfang Selection issued the latest personnel appointment and dismissal notice. The board of directors of Oriental Selection decided that Chairman Yu Minhong concurrently served as the CEO of Oriental Selection, and Sun Dongxu was removed from the position of executive director and CEO of Oriental Selection, effective immediately.
This turmoil, which began with "who is the hand of the promotional copy", has knocked this star company out of its original form: although it is a Hong Kong listed company, its governance method is backward, and it continues the management level of New Oriental's "principal-teacher". Under this model, the issue of benefit distribution has become the fuse of various incidents.
Although Sun Dongxu did not leave the post, he held a meeting with consumers in the live broadcast room, claiming that he wanted to "keep people in his career, feelings and treatment", in response to the "mother-in-law's" questioning of Dongfang Selection's mistreatment of Dong Yuhui. But this kind of pie painting or mental stimulation is suitable for ordinary employees of regular companies, but for super-head anchors like Dong Yuhui, it cannot provide emotional value.
A few days ago, another head delivery company, Xinxuan CEO Guan Qian was angrily resigned by its head anchor Dandan. This also shows that the corporate governance mechanism under the traditional structure cannot promote the long-term normal operation of platform institutions centered on Internet celebrities and head IPs. As the evaluation of "a mouthful of old guns", the choice of Dongfang Selection once again proves that the essence of live streaming is Internet celebrity.
In the entire live streaming system, the ** chain is 1, but to make the whole model work and achieve the effect of 100 points, the anchor who can sell the goods is the 0. The tone of Dongfang Selection is no matter how high, "stick to the product line and respond to doubts". For now, it is still a company that brings goods around Dong Yuhui's IP. If you can't jump out of this route, you need to focus on the present and adjust accordingly.
Looking at the industry, there are many companies and brands that can do a good job in the first chain, but there are only a handful of anchors who can play with the store and cultivate 100 million, billion, or even 10 billion anchors. To put it bluntly, on the side of investors or consumers, the CEO can be replaced, but the top anchor is irreplaceable.
Although Li Ziqi has a different number of paths from Dong Yuhui, he has been tearing up with Weinian for more than two years, which also shows the importance of IP core. The new IP is not a quick hit by throwing money, otherwise, you can see "Wang Ziqi" and "Zhang Ziqi" now. As the relations of production change, so do the relations of organization. But this doesn't mean that in this mode, other roles are not important, just like Dongfang Selection is considered to be robbed of credit and is very aggrieved.
Luo Yonghao said very precisely, the value of each role is determined by the market, not the boss or other management. Among the anchors, whoever sells more goods will be more valuable. If the output is the same, then anyone can change it. Under this logic, Dong Yuhui is selected in the East, and no one has been able to take away his traffic, which is the most valuable.
The data also proves that Dong Yuhui is not there, and the performance of Dongfang Selection's live broadcast room is completely different. According to the statistics of Haitong International ** Company, from August to December 2022, Dong Yuhui has played a significant role in the number of people and GMV of Dongfang Selection's live broadcast. Taking December 2022 as an example, on the day of Dong Yuhui's live broadcast, the GMV increment of Dongfang Selection's live broadcast room reached more than 10 million, and the average number of people driven by it was very obvious. Guoxin** analysis pointed out that Dong Yuhui's contribution to the popularity of the live broadcast room was as high as 300%.
From this point of view, Yu Minhong really does not have the dilemma of "choosing one of the two", because this cannot become a problem. But as the largest manager, Yu Minhong still needs to take responsibility for the whole incident: at first, he thought that "it was not a big deal", but after the matter became big, he showed a perfunctory attitude of "playing 50 boards each".
This is essentially an internal problem, but it was not pressed in the office at the beginning, but allowed it to ferment, and even when the contradiction was stimulated to a high point, on the evening of December 15, the anchor Tianquan imitated CEO Sun Dongxu throwing his mobile phone in the live broadcast room, connotating and provoking fans.
Yu Minhong has this understanding. In the early years, he reflected on why a large number of famous teachers of New Oriental left, including Lao Luo and Li Xiaolai. He wrote in personal ***: " At that time, when the Internet was able to amplify their abilities, I did not match these teachers with better incentives, and did not change them and me from employment to cooperative relations, although they had already received the highest salary in New Oriental at that time, even if compared horizontally, it was also the highest salary in the country, but I did not fully estimate the explosiveness of these excellent teachers, which directly led to the fact that in the era of Internet transformation, a group of excellent teachers of New Oriental went out to start their own businesses, and most of them did quite well. ”
This incident is so big, Yu Minhong has not fully learned the lessons of the past, and his inner consideration may be that he can neither let Sun Dongxu suffer, nor let Dong Yuhui leave. But this kind of "both want and want" has become a fantasy the moment the small composition is issued.
Yu Minhong also has to face a reality, Gaotu, founded by his former teammate Chen Xiangdong, did catch this wave of traffic and sent a battle report, and the results were gratifying. As for whether it can be maintained for a longer period of time, it is not important at the moment, because Gaotu has already gained momentum, which is more important for this competition that has been tossed for more than a year.
Now, the ball is on Dong Yuhui's side. Before Sun Dongxu was dismissed, he chose to leave, so there would be no moral flaws. His signature is still unintentional, unnecessary, unsolid, and self-conscious. This is what Confucius said, which means that we must put an end to four kinds of problems in life: no subjective speculation, no absolute certainty, no stubbornness, and no self-righteousness. To behave in the world, we must judge things and people.
Yesterday, Luo Yonghao stepped in and shouted to Dong Yuhui, "There is really no need to waste your life to work." He also proposed, "If Mr. Dong Yuhui himself wants to start a business, I am willing to save a bureau with some friends who do investment and business to support him to start a business smoothly." ”
This is purely out of disgusting Yu Minhong. If you really want to come out to pull the juniors, you should be like Jingdong and NetEase Youdao, and the line of open fire, such as posting a group photo in the circle of friends, instead of shouting in the air to make headlines and rub traffic. This trick Li Guoqing will also, just like he advised Yu Minhong in ** to protect Dong Yuhui, otherwise he will do it.
E-commerce "people-goods-field", Dong Yuhui is all in one, and it is not difficult to fly solo. But Dong Yuhui knows that he and Dongfang Selection have achieved each other to get to where they are today. Empathizing with capital is definitely the next policy.
Chen Xiangdong, founder, chairman and CEO of Gaotu, said in an interview, "Dong Yuhui will not start a business alone, I think he has a deep relationship with New Oriental, and a deep relationship with Mr. Yu, I think he is best at New Oriental at present." ”
Li Xiaolai, a former famous teacher of New Oriental, joined the discussion. He said that if he was Dong Yuhui, he would not make any changes, would not make any response, what should he do at this stage, that's all. This is exactly what Dong Yuhui's "eight-character signature" is. Now, Dong Yuhui's smartest decision is to talk to Yu Minhong about all his demands and let the company put himself in the right position. After meeting expectations, return to the live broadcast room and give a response to the mothers-in-law and consumers. But don't talk about any topic of emotional guidance, just sell goods. Just like Li Jiaqi, nothing happened before.
Dong Yuhui's choice will determine whether the current contradiction can be resolved temporarily. Regarding when to return to the live broadcast room, Dong Yuhui replied to Tencent's "Deep Web", saying, "Thank you for your attention to the selection, the anchors have their own style and are all excellent." ”
But for Yu Minhong and Dong Yuhui, the long-term proposition is to "de-Dong Yuhui" and get rid of the dependence of head Internet celebrities. But it is absolutely undesirable to eagerly unload the mill and kill the donkey.
Regarding this problem, some seniors in the live broadcast industry said that in fact, there is no need to consider "going to Dong Yuhui", and one way that comes to mind is to advance and retreat, and let Dong Yuhui be the boss, at least the management of the goods, rather than verbal pies"** For example, Li Jiaqi's partner role. Is this solution possible to achieve the effect of "not going is better than going"?
As of 16:00 on the 16th, the number of fans in the Douyin live broadcast room of Dongfang Selection was 28.28 million, compared with 31.16 million on December 9, Dongfang Selection has lost nearly 3 million fans in a week. And Dong Yuhui's Douyin account fans have risen to 18.5 million. Dongfang Selection also apologized for the behavior of the anchor Tianquan and suspended it for three months.
Many people will discuss who is the winner in this farce, Yu Minhong, Sun Dongxu, Dong Yuhui and mother-in-law?This is a topic to which there is no standard answer. But regardless of the outcome, Douyin will be the biggest winner. The head of flowing water, the iron Douyin, this kind of circulating ecology, the combat effectiveness is really strong.