Kick out Sun Dongxu and leave Dong Yuhui behind
You can earn it again when the money is gone, you can find it again when the job is gone, you can make friends again when you are gone, you can meet again when love is gone, you were born with nothing, why not be afraid to start all over again. ”
This is what Dong Yuhui said in the live broadcast room, and now it seems to be very emotional.
Recently, Dong Yuhui and Dongfang Selection have exceeded the ability to deal with it. A new situation in two minutes, and the speed of writing is almost unable to keep up with the development of events.
The fuse was the dispute over the authors of the special essays. On December 6, the official account of Oriental Selection commented that every special essay is:
The anchor is in front of the camera, and behind him is the collaboration of the copywriting team, the shooting team, and the editing team."
This statement aroused the dissatisfaction of Dong Yuhui's "fans":
Obviously, Yu Minhong personally said before that the small essays were all written by Yuhui, so isn't it a backstab to Yuhui?
On December 13, the market value of Oriental Selection evaporated by 4 billion Hong Kong dollars in one day. The next day, Chairman Yu Minhong and CEO Sun Dongxu appeared in front of the camera with solemn expressions, admitting their mistakes and apologizing.
By December 16th, the "small composition" incident of the Oriental Selection, which had been in a uproar in the past week, was finally coming to an end. Dongfang Xiaosun (Sun Dongxu) was removed from the position of CEO of Dongfang Selection, and Dong Yuhui and Yu Minhong also did a live broadcast together.
The people who eat melons seem to have watched a conspiracy drama-The emperor killed the prime minister for the sake of the generals. What's the situation?
Let's review the whole process of the matter, if "" really is,After making inappropriate remarks on the official account of Dongfang Selection, it only takes 5 minutes, and Sun Dongxu, as the CEO, is fully capable of knowing the incident and immediately deleting the post, which is the basic requirement of a modern enterprise!
Then minimize the negative impact and fire all employees involved, unless they simply "don't want to" do so.
Is there a possibility that this is exactly Sun Dongxu's layout-Predicting that the story and growth of the future Oriental Selection cannot be continued, it is beneficial for him to provoke internal contradictions and externalize them at this time.
On the one hand, if Dongfang Xiaosun is out of class, then the next big sum of ** or something is justified.
Brother, I really want to keep working with you, but netizens don't allow it. I'll go outside and check out on my own to see if I can do something (cash out) and maybe the brothers will have other places to settle down in the future. ”
With Yu's character, it is definitely not difficult, and netizens can't wait for him to withdraw as soon as possible, so it is logical to take more cash, now is the time when China is most short of cash, and opportunities are everywhere.
Otherwise, you really can't imagine that a company engaged in e-commerce has such a poor crisis response ability - the matter is big, Sun Dongxu is dismissed, and Dong Yuhui is called back for a live broadcast, which makes everyone very embarrassed.
Dongfang Selection has always wanted a second Dong Yuhui
Yu Minhong's move cannot be said to be bad, it can only be said that he has no choice.
Kicking out Sun Dongxu and leaving Dong Yuhui means that Lao Yu's mind is still very sober
The model he engaged in is a combination of knowledge and the concept of bringing goods, and at a small level, it is Dong Yuhui.
Dongfang Selection mainly relies on Douyin to sell goods, and Dong Yuhui's personal Douyin fans have exceeded 20 million, especially after the fermentation of the small composition incident, the fans rose by 5 million in 7 days, becoming a big winner.
The fans of Dongfang Selection are about 26 million, and from this number alone, Dong Yuhui's personal traffic may account for about 70%.
Can you imagine the concept of a salesperson accounting for 70% of the company's performance?This is the current situation of Oriental Selection.
The current Dong Yuhui is almost the most tropical anchor on the whole network, and he is also the most comprehensive person who fell to him, and last time such a person was Daolang.
Luo Yonghao said that Dong Yuhui, who is 500 million, has a lot of people who want to dig it.
He is gone, this influence will not stay in Dongfang Selection, let alone Yu Minhong, it will only be taken away.
Therefore, to cut with Dong Yuhui is to smash the signboard of Dongfang Selection. No matter how good Lao Yu thinks Sun is, he must break his wrist, kick Xiao Sun away, and leave Xiao Dong behind.
But is this what Yu Minhong wants?
Absolutely not!The Dongfang Selection that Yu Minhong wants should be a platform, rather than a traffic company that deeply binds the IP of "stars with goods".
As early as the early days of Yu Minhong's business, he hired a teacher, and this teacher became the best teacher of GRE mathematics and logic in Beijing. However, it didn't take long for the teacher to think that Yu Minhong could teach any class, but he couldn't teach this class well, so New Oriental couldn't do without him, so he asked for a raise.
Yu Minhong asked him how much salary he should get, and the teacher replied that at least a quarter of his income should go to him. Yu Minhong decisively refused, but the teacher insisted on a raise, and finally even refused to go to class, leaving the students in the classroom.
Yu Minhong had to refund almost half of the tuition fees to the students. Since then, Yu Minhong has learned not to put his eggs in one basket, and there are 2-3 teachers for each course, and 5 teachers for GRE Math and Logic. This has also formed the management style of New Oriental, giving high salaries to famous teachers in the industry, but also fearing and even preventing and suppressing.
However, because of various factors, coupled with Dong Yuhui's own strength and charm, he is no longer an ordinary employee. His value and influence are far greater than most people imagineIt has become a super IP.
What's more critical is that Yu Minhong has no way and no resources to create another "Dong Yuhui". This is what Crazy Brother Yang said:
There are often lines, but Mei Lanfang has only one. ”
Dongfang Xuan and Yu Minhong themselves want to have a few more Zhang Yuhui and Liu Yuhui, but it is difficult to do. It's no wonder why Dongfang Xiaosun walked so simply and decisively.
Because in such a situation, the boss and the company have no better choice.
Oriental Selectionand Yu Minhong,Is there a chance yet?
Looking at the essence through the phenomenon, the essence behind Dong Yuhui's small essay and Sun Dongxu's class isYu Minhong's platform-based thinking, first-chain thinking, and the contradiction between unicorn traffic stars.
Yu Minhong is a businessman and a boss, and his purpose is to provide a platform for multiple streamers to serve him. He doesn't want a single unicorn traffic star to monopolize the entire platform, which is more risky for him, and once this kind of traffic star leaves, it will be a fatal blow to his platform.
So Sun Dongxu just saw this clearly, and he was already planning a way out for himself.
In February 2023, he sold at 55**, which was at a high of HK$6,115, sold 1.93 million shares and cashed out 1HK$0.7 billion in cash.
The next day, he again ended with 56At an average price of HK$9,451, 1.93 million shares were sold, and 1HK$100 million in cash.
In just two days, Sun Dongxu received more than HK$200 million in cash.
Until December 16th, all contradictions broke out, and Dongfang Xiaosun finally retreated, which can be called the first-class retired performance artist selected by Dongfang.
So what is the problem with Yu Minhong and Dongfang Selection?Plagiarism is mainly in the business model. At the beginning, New Oriental focused on feelings, but in essence, it was a retail company that was attached to a large platform. It's like a few shops in a "Douyin" hypermarket.
The core of the retail industry is cost and efficiency, and the core of mastering cost and efficiency is the channel. In fact, from the beginning to the end, Dongfang Selection has no channels in the real sense, a department store does not even have its own core store property, and the landlord "Douyin" felt that the value of the "rent" you paid was not good, and it was almost the day of bankruptcy.
In fact, compared with the peak, the data of Dongfang Selection have fallen. For example, after entering 2023, some data show that the GMV of the live broadcast room of Dongfang Selection's main account "Dongfang Selection" continues to decline.
On the other hand, since the second half of 2022, Douyin, which has been focusing on content e-commerce, has begun to focus on shelf e-commerce where "people are looking for goods". In the face of the newly opened battlefield,Douyin will obviously pour more traffic into it, and the importance and increase of Douyin** will affect content e-commerce.
In this situation, can Yu Minhong and Dongfang Selection turn over?Actually, there is still a chance-
Abandon the thinking of being a retail store and do the best chain;Abandon the mindset of making quick money and tap into long-term value.
In the early stage of the content live broadcast business model, with the volume of anchors, guest traffic and self-operated product brand reputation, Dongfang Selection has passed the drainage stage.
The next step is to find a balance between Dong Yuhui and the Oriental Selection Platform, and deeply bind the traffic value of Dong Yuhui and others to the platform.
This is a routine of operating "private domain traffic", in short, it is to turn those loyal users who identify and recognize "Dongfang Selection" into the confidence to fly alone.
To put it bluntly, it is to integrate the "traffic chain" and the "** chain". Taking agricultural products as an example, it is to benefit everyone in the agricultural industry chain, farmers, factories, and express delivery can make some money.
Through the participation of the platform,It can make the whole process more efficient, better quality, less pesticide residues, and consumers get more preferential treatments.
This is what Yu Minhong and Dongfang Selection should really do.
However, this is difficult, especially after choosing Dong Yuhui and giving up Sun Dongxu, it becomes even more difficult. This also shows that Yu Minhong is compromising.
Thinking that the ** education of New Oriental Investment in the past almost without exception failed, I really dare not compliment his judgment ability.
What really determines the gap between the big guy and the big guy is not the amount of alcohol, but the strategic choice!
However, as Dong Yuhui said: "The road ahead is long and bright, and the past is also turbulent." "The past cannot be reversed, and the future is still too late.
I hope that Dongfang Selection can survive the difficulties and find its own path of transformation.