At the beginning of December 2023, in the live broadcast room of Dongfang Selection, an unexpected thing happened. It all started with a promotional copy called "Little Composition" used by super anchor Dong Yuhui when he broadcast the ice and snow scenery of Jilin. The copy sparked viewers' curiosity about its real author, which then turned into a public debate about creative rights. The controversy between Dongfang Selection's team and Dong Yuhui's fans has escalated and has become a hot topic on social **.
As the controversy continued to heat up, Sun Dongxu, the CEO of Dongfang Selection, was forced to intervene in mid-December. He responded in the live broadcast that the company did not treat Dong Yuhui badly, and his annual salary far exceeded the tens of millions spread on the Internet. Sun Dongxu's criticism of the work is emotional, which is the reason for the incident. However, this response did not calm the turmoil, but instead stirred up even more waves. Oriental Selection's share price then plunged 7% over the next three trading days, and the market's reaction to the matter was clear.
In the early morning of December 13, Dong Yuhui published a thousand-word long article, responding to the beginning and end of the "small composition" incident, and expressing his opposition to stigmatizing anyone in the name of "fan circle". On December 14, Yu Minhong, the founder of New Oriental, issued an apology**, admitting that there were loopholes in the company's management and apologizing to Dong Yuhui and fans. He said that without the support of fans and netizens, Dongfang Selection would have disappeared long ago, and emphasized that Dongfang Selection does not agree with the fan circle culture.
This turmoil had a far-reaching impact on Dongfang Selection and Dong Yuhui. As of December 12, the number of Dong Yuhui's fans has increased significantly, while the growth rate of Dongfang Selection's fans has been relatively slow, which reflects the impact on Dong Yuhui's status in the hearts of fans and the brand image of Dongfang Selection.
The latest developments: On December 16, Oriental Selection issued a notice of personnel appointment and dismissal, Yu Minhong concurrently served as the CEO of Oriental Selection, and removed Sun Dongxu from the position of executive director and CEO of Oriental Selection. Yu Minhong decisively attacked and concurrently served as the CEO of Dongfang Selection, and announced that he would stop broadcasting for one day and thought about it behind closed doors.
For the whole incident, Dong Yuhui's stay is still unclear, although Dong Yuhui himself has always responded that he will not leave Dongfang Selection, but this incident will inevitably have other thoughts about it, so for Dongfang Selection, how to better retain it, here are a few ideas:
The problem of money has to be solved: First of all, you have to give Dong Yuhui an attractive salary package, which is basic. But don't stop there, give him some shares, let him not only be an employee, but also one of the bosses, so that his loyalty to the company will naturally come up.
Involve him in the big things: Pull Dong Yuhui into a high-level meeting and let him participate in decision-making. In this way, he will feel that he is not only a face in the company, but also an influential figure.
Build a personal brand: Give Dong Yuhui more opportunities to show himself and make him part of the company's brand. This not only enhances his personal value, but also makes him feel that he is really important to the company.
Offering new challenges: Give him some new projects and let him try something different. In this way, Dong Yuhui will not be bored at work, and there are always new challenges waiting for him.
Mending company culture: Admittedly, this incident has made the company culture seem a little problematic. Therefore, it is necessary to pay attention to the atmosphere of the company, so that everyone feels respected and valued.
Improve communication: We need to establish a more effective communication mechanism to ensure that everyone can speak their minds and not let misunderstandings happen again.
In short, these methods can not only retain Dong Yuhui's heart, but also make the atmosphere and team cohesion of the whole company better. After all, one person can go fast, but a group of people can go far, right?