Oriental Selection is a novel live streaming platform, which was founded by New Oriental in June 2022 and aims to sell goods through live streaming. However, recently, Dongfang Selection has fallen into an infighting, and its anchor Dong Yuhui's small essay incident has triggered a multi-party debate between the company's employees, Dong Yuhui's fans and executives. This dispute has caused the number of fans of Dongfang Selection to drop by 100,000, and the market value has also shrunk by 5 billion.
The trigger for the whole incident was an answering comment titled "Who did the propaganda copy come from?" According to the comments, not all the small compositions used by Dongfang Selection anchor Dong Yuhui were created by him, but by the copywriting team. This comment aroused the dissatisfaction of Dong Yuhui's fans, because it was rumored that Dong Yuhui personally wrote all the small compositions. Fans suspect that Dongfang Selection's efforts to Dong Yuhui have not been recognized enough, and they feel that they have been "stabbed in the back".
Subsequently, Sun Dongxu, CEO of Oriental Selection, responded in order to calm the controversy, saying that Dong Yuhui From the perspective of the complicated situation, Oriental Selection fell into a controversy caused by internal disputes. The cause of this controversy was a small essay issue with Dong Yuhui's anchor, which sparked dissatisfaction and controversy among the company's employees and fans.
Specifically, the controversy is about the attribution of the small compositions used by Dong Yuhui. Dongfang Selection said on the Internet that Dong Yuhui is not the author of all the small essays, but was created by the copywriting team. This statement sparked dissatisfaction among Dong Yuhui's fans, who believed that they had been deceived and that Dong Yuhui had personally written all the small compositions.
Subsequently, the CEO of Dongfang Selection had a conversation with fans. CEO Sun Dongxu came forward to respond, saying that he did not promise that all the small essays were created by Dong Yuhui himself, and the copywriting team is also an important creative force in Dongfang Selection. He called on fans to refrain from attacking team members and to understand and respect each other.
The controversy has attracted widespread attention and has had a serious impact on Oriental Selection. The number of fans of the company fell by 100,000, the stock price continued to **, and the market value shrank by 6.5 billion Hong Kong dollars. The incident also caused a portion of fans to move to a competitor's platform.
This controversy is a huge blow to Dongfang Selection. First of all, this controversy exposed the company's internal management problems, showing that Dongfang Selection has some problems in teamwork and communication. Secondly, this controversy has also exposed the difficulties encountered by Dongfang Selection in attracting traffic. At present, the competition in the market is fierce, the growth of the number of fans of Dongfang Selection has stagnated, and the paid membership business has also been criticized.
Fourth, the solution.
1.Improve internal communication and collaboration: Oriental Selection should strengthen the communication and collaboration of the internal team to ensure cooperation and understanding among employees. This can be achieved through regular team meetings, communication platforms, etc.
2.Take the opinions and needs of fans seriously: Dongfang Selection should take the opinions and needs of fans seriously and respond in a timely manner. You can set up a dedicated customer service team to be responsible for communicating and communicating with fans.
3.Strengthen the image of anchors: Dongfang Selection can strengthen the shaping and management of anchor images to ensure that the image and brand value of anchors are consistent with the overall positioning of the company. At the same time, the words and deeds of the anchor should also be regulated and constrained to avoid unnecessary disputes and disputes.
4.Increase marketing and promotion: In order to attract more fans and increase market share, Dongfang Selection can increase market publicity and promotion. You can use various advertising channels, social platforms, etc. to increase brand awareness and rate.
5.Strengthen corporate governance and management: Dongfang Selection should strengthen corporate governance and management, and establish a more sound and standardized internal system and process. By strengthening the management of the company, similar disputes and controversies can be avoided from happening again.
Through the above measures, it is believed that Dongfang Selection can re-stabilize the situation, restore the trust and support of fans, and achieve the company's long-term development goals. At the same time, Dongfang Selection should also learn lessons, continuously improve and perfect, and improve its own competitiveness and market position.