Foreword:
In the early morning of December 16, 2023, a shocking news suddenly appeared on the Douyin platform: the official account of Dongfang Selection released a profile saying, "I have thought about it behind closed doors", "I implore you to criticize and correct", and "Mr. Yu is guiding students to self-reflect". ”
After the "Small Composition" incident, the "Oriental Selection" increased by nearly 25%, and the market value evaporated by nearly 4 billion Hong Kong dollars.
What the hell is going on?Why did Oriental Selection stop broadcasting for a day?How did Yu Minhong deal with this crisis?What is hidden behind them?This article will analyze the following aspects:
Small essay "Turmoil: How Can an Internet Celebrity Anchor Trigger a Brand Crisis?".
Oriental Selection Stopped Broadcasting for a Day: What is Hidden Behind a Brand Crisis?
Yu Minhong led a team to review: How does a manager deal with a crisis?
Body:
Small essay "Turmoil: How Can an Internet Celebrity Anchor Trigger a Brand Crisis?".
Some netizens believe that this is disrespectful and smearing Dong Yuhui, they think that Dong Yuhui is a talented, individual, and story-telling anchor, and his small compositions are his own originals, not team collaboration.
Some netizens even launched the topic of "Dongfang Selection Apologize", asking Dongfang Selection to give Dong Yuhui justice.
As of December 15, the topic had been read more than 300 million times and commented nearly 300,000 times.
Dongfang Selection official also issued a statement on December 7, saying that the "small composition" is a joint effort of the anchor and the team, without any backstabbing meaning, and apologized to Dong Yuhui and netizens. But this did not calm the anger of netizens, but instead caused more questions and accusations.
Some netizens believe that Dongfang Selection's statement is perfunctory, without a sincere apology, and without giving a reasonable explanation.
Some netizens even believe that Dongfang Selection is using Dong Yuhui's popularity and influence to attract traffic and sell products, rather than truly respecting and supporting him.
This turmoil not only affected the brand image and reputation of Dongfang Selection, but also affected Dong Yuhui's personal image and mood.
It is reported that Dong Yuhui choked up and said in the live broadcast on December 8: "I don't want to say anything, I just want to say, I love you, I love you, I love you." His words moved and distressed many netizens, and also made many netizens angry and puzzled, why did Dongfang Selection do this to him? 。
Oriental Selection Stopped Broadcasting for a Day: What is Hidden Behind a Brand Crisis?
In the case of the continuous fermentation of the "small composition" turmoil, Dongfang Selection suddenly announced that it would stop broadcasting for one day in the early morning of December 16, saying that it was to "think about it behind closed doors", "please criticize", and "Teacher Yu is leading everyone to review".
This move made many netizens feel surprised and puzzled, why did Dongfang Selection stop broadcasting for a day?What is hidden behind them?
Some analysts believe that Dongfang Selection's suspension of broadcasting for one day is a crisis public relations strategy, the purpose is to relieve the pressure on the network, and also to give yourself a chance to breathe and reflect.
Some analysts believe that Dongfang Selection's suspension of the broadcast for one day is a way of self-punishment, expressing their apologies to Dong Yuhui and netizens, and also to show their sincerity and attitude.
Some analysts believe that Dongfang Selection's suspension of broadcasting for one day is a marketing method, with the help of the popularity and attention of the Internet, to enhance their popularity and topicality, and also to attract more users and consumers.
No matter what the reason for Dongfang Selection's suspension of the broadcast for one day, they can't deny that this turmoil has brought them huge losses and impacts.
It is reported that Dongfang Selection is a platform focusing on agricultural product e-commerce, founded in 2019, chaired by Yu Minhong, founder of New Oriental Education and Technology Group, with more than 3,000 anchors and more than 1,000 live broadcasts per day, covering high-quality agricultural products across the country.
The goal of Dongfang Selection is to create a platform that "makes farmers rich and urban people eat well", and allows consumers and farmers to connect directly through live broadcast, so as to achieve information transparency and value fairness.
It is reported that the monthly active users of Dongfang Selection have exceeded 50 million, and the monthly sales have exceeded 1 billion yuan, becoming the leader of domestic agricultural product e-commerce.
The success of Dongfang Selection also benefits from their core anchors, the most well-known of which is Dong Yuhui.
Dong Yuhui is a farmer from Jilin, he has attracted many fans and consumers with his humorous, sincere and enthusiastic, and innovative style, and his live broadcast room has millions of ** every day, and his sales often exceed 10 million, and he is known as "the first anchor of Oriental Selection".
Dong Yuhui's success has also inspired and encouraged many farmers and anchors, allowing them to see the potential and hope of agricultural product e-commerce.
However, it is such a successful platform and anchor that has fallen into trouble in the "small composition" turmoil. Oriental Selection's share price was nearly 25% on December 16, and its market value shrank by nearly HK$4 billion.
The brand image and reputation of Dongfang Selection have also been seriously damaged, many netizens expressed that they no longer trust and support Dongfang Selection, and some netizens even launched the topic of "boycott Dongfang Selection", calling on consumers not to buy Dongfang Selection's products anymore.
Dong Yuhui, the core anchor of Dongfang Selection, has also been affected, his personal image and mood have been hit, and the volume and sales of his live broadcast room have also declined.
Can Dongfang Selection's one-day suspension of broadcasting recover their losses and impact?Can they regain the trust and support of netizens?Can they make their core anchor Dong Yuhui regain his confidence and happiness?These questions will take time and action to prove.
Yu Minhong led a team to review: How does a manager deal with a crisis?
At the same time that Dongfang Selection stopped broadcasting for a day, Yu Minhong, the chairman of Dongfang Selection, also posted a ** on the Douyin platform, saying that he was leading all the employees of Dongfang Selection to conduct a review, and also expressed his apologies and thanks to Dong Yuhui and netizens.
"We are a young team, we still have a lot of deficiencies and mistakes, we need to keep learning and improving," he said.
We are very grateful to Dong Yuhui, he is our pride, he is our role model, he is our teacher. We are also very grateful to the netizens, you are our friends, you are our supervisors, you are our motivation. ”
Yu Minhong's ** made many netizens surprised and admired, they think that Yu Minhong is a responsible, affectionate, and wise manager, he can stand up in the crisis, be responsible for his team and anchors, and at the same time be able to sincerely apologize and thank netizens, showing his personality charm and leadership.
Some netizens commented: "Teacher Yu, you are our idol, you are our role model, and you are our leader." We support you, we support Dongfang Selection, and we support Dong Yuhui. ”
Yu Minhong's ** also made many netizens feel puzzled and puzzled, they think that Yu Minhong is an ambitious, means, and calculating businessman, and he is using this crisis to create a positive image for himself and Dongfang Selection.
At the same time, he is also using the emotions of Dong Yuhui and netizens to win more traffic and sales for himself and Dongfang Selection, showing his business wisdom and marketing ability.
Some netizens commented: "Teacher Yu, you are a cunning fox, you are a cold-blooded crocodile, and you are a shameless **." You're not apologizing, you're acting, you're not thanking, you're taking advantage. ”
Is Yu Minhong's ** a sincere expression or a shrewd strategy?What is his purpose?And what is his effect?These questions also need time and action to prove.
Conclusion:
The "small composition" turmoil of Dongfang Selection has lasted for nearly two weeks, which has aroused widespread attention and discussion on the Internet, and has also affected the stock price and market value of Dongfang Selection, as well as the brand image and reputation of Dongfang Selection, and even affected the personal image and mood of Dong Yuhui, the core anchor of Dongfang Selection.
Can Dongfang Selection's suspension of broadcasting for one day, as well as Yu Minhong's team review, get Dongfang Selection out of this crisis?
Can Dongfang Selection rebuild the trust and support of netizens?Can Dong Yuhui, the core anchor of Dongfang Selection, regain his confidence and happiness?These questions will take time and action to prove.
The "small composition" turmoil of Oriental Selection also provides us with an opportunity to think about how a brand crisis affects the futureA brand crisis is not only a brand crisis, but also an industry crisis, and even a social crisis.
A brand crisis is not only a crisis, but also an opportunity, an opportunity for transformation, an opportunity for innovation, and an opportunity for growth.
A brand crisis is not only a challenge, but also a test, a test of a brand, a test of managers, a test of anchors, and a test of netizens.
How to deal with a brand crisis?How to get out of a brand crisis?How to get more value and meaning from a brand crisis?These problems are not only the problems that Dongfang Selection has to face, but also the problems that all of us have to face.
We hope that Dongfang Selection can come out of this crisis, regain its direction and goals, re-establish its trust and support, and re-show its charm and value.
We also hope that Dong Yuhui can come out of this crisis, regain his confidence and happiness, re-show his talent and personality, and recreate his own story and legend.