Dong Yuhui has been attracting attention since the start of the broadcast. 12 years ago in "The Legend of Zhen Huan", Concubine Duan once said a classic line: "Those who like it call it a room IKEA, and those who don't like it will abandon it and float it in the water, in fact, everything lies in people's hearts." The meaning of this sentence is that although the flowers are similar every spring, different people have different feelings when they appreciate them. For those who like it, the flowers are for the room, while for those who don't, they are abandoned and floated on the water. This sentence can also be applied to the situation of Dong Yuhui and Dongfang Selection, which has attracted much attention, which is very appropriate. Recently, the "Dong Yuhui Little Composition" incident once again made this former New Oriental English teacher who was loved by netizens a hot topic. According to the comprehensive ** report, the incident originated from Dongfang Selection's answer comment on "Who is the publicity copywriter" under the "Trip to Jilin"**, claiming that most of the classic essays were created by the copywriting team, not all of them were written by the anchor himself.
This remark caused many netizens to question this: "Why do you deny Dong Yuhui's contribution to Dongfang Selection?"Industry insiders believe that Dongfang Selection is trying to downplay the impact of Dong Yuhui's personal IP. In short, the crux of the matter is whether Dong Yuhui's eloquent talent is created by himself or ghostwritten by the teamHow to distribute the fame and fortune that should be obtained after such success?What kind of people are more suitable to be in front of the stage, or behind the scenes, and how should the division of labor?In fact, for the whole "small composition" incident, the creator of the wonderful text copy is no longer so important. However, what is thought-provoking is that Dong Yuhui's seemingly sincere response and a sentence in the apology have caused huge controversy - some copywriters are created by themselves or ghostwritten, opposing fan circle culture. He repeatedly emphasized that he opposes the fan circle culture, and also opposes stigmatizing anyone in the name of "fan circle".
Since they all claim to be readers (well avoiding the Internet celebrity attribute of selling live broadcasts), why do they enjoy the fan worship and shopping spree brought by the fan circle culture, and at the same time dislike and even spit on the fan circle culture?Perhaps, since the fan circle culture started with traffic stars in the entertainment industry, it has evolved into a kind of prejudice and discrimination with colored glasses, including tearing X, malicious matching CP, bottomless hype, buying hot searches, manipulating evaluations, nine leaky fish, etc., and all of this has caused the upper echelons to condemn the "fan circle culture" many times because of the mutual attacks of some young and brainless fans, and repeatedly ordered that "fan circle culture" should not be allowed. The rise of Oriental Selection, from the dissolution of the New Oriental policy to today, Yu Minhong and Dong Yuhui are well aware of the mysteries.
In the "History of the Evolution of Fan Circle Culture", it is pointed out that "Fan Circle" is the abbreviation of "Fan Circle", which is a product of relying on social ** and network platforms, "Fan" refers to "fans", and "Circle" highlights the meaning of group boundaries, restrictions and divisions, and is a popular collective noun. The emergence of "fan circle" is not sudden, but a response to the newly developed term "fan" or "star chaser" in the past. With the intensification of chaos in the fan circle, fans are no longer passive recipients of information, but active participants in cultural production. At the same time, the intervention of capital has made celebrity idols appear branded, and the interaction of group idols in front of the public has stimulated the enthusiasm of fans. This interaction is like a boat carrying a boat, which can either help or capsize the boat. Therefore, when the cultured live broadcast Internet celebrities represented by Dongfang Selection and Dong Yuhui were praised as "star traffic" with the help of the dividends of the times, on the one hand, they enjoyed the dividends of the times, but they were unwilling to admit that they were the traffic beneficiaries of the fan circle culture.
Therefore, when Dong Yuhui's mask as a cultural person was exposed due to the "small composition" incident, it almost revealed that Dongfang selected as a cultural person, and began to over-interpret from the top to the top, but the explanation is often just a cover-up. When traffic can be relied upon to monetize sentimental value and continue to make profits, they are the biggest winners. However, the live broadcast platforms led by Douyin and **Kuaishou can push the company-like live broadcast of "Li Jiaqi", "Liu Genghong", "Zhang", and even "Oriental Selection" to the peak in just three months, but it has also made it a thing of the past after three months. More dramatically, the incident directly led to New Oriental's share price**, which fell more than 12% as of December 12. Netizens commented: "Li Jiaqi saved domestic products, and Dongfang saved Gaotu." Thanks to Oriental Selection". Dongfang Selection's main account was also negatively affected by the "small composition" incident and continued to lose followers.
Gray Dolphin data shows that from December 10 to 12, the number of followers of Dongfang Selection decreased by nearly 70,000. From the applause of New Oriental to the Oriental Selection and the pursuit of domestic brands, and then to the expansion of its mentality, starting from the "Look at the World China Tour" series, ** combing shows that in the second half of this year, Oriental Selection, which has gradually been on the right track, has also frequently carried out various actions. Dongfang Selection officially landed on the ** platform at the end of August and carried out live streaming activities, aiming to increase the layout of multi-platform. Subsequently, the company launched its own APP paid membership service in October, with an annual fee of 199 yuan, and members can enjoy a variety of discounts, including 88% off 100 self-operated products, 12 non-self-operated product coupons a year (12 yuan off for 100 yuan), etc. These moves, which appear to be aimed at reducing reliance on the TikTok platform, may be overestimating their own strength.
In addition, the company began to pay less attention to Dong Yuhui's personal IP, which can be seen from the live broadcast of more than 100,000 people per trip to the later live broadcast of about 10,000 people in each province. It can be said that they are "stealing chickens and rice". When the opportunity comes, who can seize the opportunity and who will give up?It's not just about timing and location, it's also about how crisis PR can unite employees and win the hearts of netizens. When the capital has a bloody atmosphere, from top to bottom, everyone becomes an actor, eating the rice of the rice circle at the same time, and smashing the bowl of the rice circle. In the end, it is third-party companies in different tracks that benefit.