Dong Yuhui's "mother-in-law" was angry.
Yu Minhong may have deduced, but he would not have expected that the ** brought by the "small composition" incident was so strong. In just a few days, Dongfang Selection's Douyin account has lost more than 140,000 fans, and there is still a downward trend. The performance of the live broadcast has also been violently impacted, and the number of people in the live broadcast room has declined significantly.
What's even more painful is that the stock price has plummeted, as of December 13**, the stock price of Oriental Selection **1296%。The stock price has accumulated **19 in three trading days16%, and the market value evaporated by more than HK$3 billion. The mother-in-law was furious, and Dongfang Selection paid the price of real gold. "Mother-in-law" is Dong Yuhui's fan name. And Dong Yuhui's personal Douyin account has increased by more than 300,000 fans.
The exodus of Dongfang selection traffic has become the "pouring wealth" of competitors Gaotu. On December 11, the number of people in the live broadcast room of Gaotu Jiapin soared to tens of thousands, reaching the peak since the start of the broadcast. Gaotu live broadcast room was swiped by similar comments, "Because Dong Yuhui came to Gaotu live broadcast room", "You and I have no chance, it all depends on Dong Yuhui".
The "small essay" incident, which originated from Dongfang Selection, responded to "who is the promotional copywriter" under the official account**, saying that most of the classic small essays are created by the copywriting team, not all of them are from the hands of the anchor.
The background of this comment is that in the past period of time, Dong Yuhui's "small composition" has swept the whole Internet. In June 2022, Dong Yuhui became an instant hit on Douyin. In less than 20 days, Dongfang Selection has more than 20 million fans, with sales of more than 600 million yuan, ranking first on Douyin. Oriental Selection also turned the tables against the wind, and Yu Minhong's career ushered in a second spring.
After that, he was talented and exported, which was the most shining label on Dong Yuhui. Including his mother-in-law, netizens were moved by his talent and quick thinking that overflowed the screen. A series of his golden sentences swept the Internet. For example:
I haven't taken you to see the snow in Changbai Mountain, I haven't taken you to feel the breeze blowing in the fields in October, I haven't taken you to see the heavy ears of grain bent down like a wise man, I haven't taken you to witness all this, but my dear, I can let you taste such rice. ”
As you memorize the words, the killer whales of Alaska are leaping out of the water;When you do the math, seagulls in the South Pacific are skimming the coast;When you Xi at night, the polar circle of the earth is colorful. ”
Dongfang Selection's behavior was regarded as a "backstab" by Dong Yuhui's fans, denying his contribution to Dongfang Selection. Subsequently, this turmoil intensified, and many entries such as "Dong Yuhui's small composition" appeared on the hot search, and gradually evolved into a scolding war between Dong Yuhui's fans and Dongfang Selection. On the evening of December 12, he even "held a meeting" in the live broadcast room, and spent about 10 minutes in a righteous and solemn manner, once again seriously expressing his position.
The information is intensive, and it can be summed up in one sentence:Dong Yuhui and both are at fault。He also emphasized that the company recognizes Dong Yuhui's contributions, and there is no indebtedness in treatment, and his annual salary is more than tens of millions as reported on the Internet. Finally, in order to stabilize the market sentiment, I apologized to the company's customers, but resolutely said no to the behavior of the fan circle, hoping that some fans would remain calm.
Held a meeting for tens of thousands of netizens in the live broadcast room to educate consumers in front of the screen. This kind of operation is also rare. PR statements and internal meeting content are essentially two different things. At this time, Dongfang Selection has lost ground.
At half past one in the morning on December 13, Dong Yuhui published a thousand-word essay in an attempt to end the topic. He introduced the creative mode of Oriental Selection Essay and reviewed the original intention of entrepreneurship. At the same time, he is self-critical, claiming that he is still very young and naïve and inexperienced, and everyone criticizes more and gives more opinions. "Always think about yourself, don't talk about people's wrongs. I don't like to talk about people, to get into conflict with people, or to have intense emotional confrontations, and people who know me know that I love and who love me respects me. ”
Finally, Dong Yuhui thanked Yu Minhong, Sun Dongxu, the two bosses and colleagues of the company. He also followed Dongfang Xiaosun's tone, expressing his resistance to the "fan circle" behavior and stigmatizing anyone, and calling for rational speech.
Yu Minhong, the founder of New Oriental, also had to respond. He said that this is not a big deal, and there is no problem for netizens to express their opinions. But I hope to be able to use a rational attitude and attitude, which is the best care for Dong Yuhui and other anchors, and I also hope that everyone will calmly promote the development of anchors and the company.
The spearheads of all parties are "invariably" pointing at the same object: some fans.
At this point, it doesn't matter who created the "little composition". The contradiction between Dong Yuhui and Dongfang Selection is the key to the problem. The mother-in-law added fuel to the fire, and put this internal friction on the table more really.
In September this year, a conflict broke out between Dong Yuhui's fans and Dongfang Selection. At that time, the "Dong Yuhui slicing incident" aroused doubts among fans, believing that Dongfang Selection was "de-Dong Yuhui" while squeezing its commercial value and damaging its personal image. In response to this incident, Yu Minhong also apologized and pointed out the operational problems of its companies.
Objectively speaking, Yu Minhong recognized Dong Yuhui's achievements on many public occasions. He has said many times, "I will not treat Dong Yuhui badly." Even, it was announced that Dong Yuhui could be considered. He also admitted frankly in the live broadcast room that he had told Dong Yuhui that the relationship between them was not a subordinate relationship, but a very friendly cooperative relationship.
On September 21, Yu Minhong talked about Dongfang's selection and publicly thanked Dong Yuhui: "Today I am also grateful to Yuhui, and Yuhui's personal communication and relationship with me are also very good." Dongfang Selection can get up, "Fortunately, there is a Dong Yuhui, if there is no Dong Yuhui, then we must still be selling agricultural products, but we may not be able to sell so well."
Dong Yuhui is also sober, and he has repeatedly attributed his popularity to chance and luck. "If it hadn't been an accidental popularity at that time, and if it hadn't been followed by tens of millions of netizens, I certainly wouldn't have had the opportunity to become a person known by many people across the country." In February this year, he responded to some rumors in the live broadcast room, "The current salary is the group's executive-level treatment, which is very satisfying." The old man (Yu Minhong) promised to give Dong Yuhui a share, and he sent it, and there were quite a lot. Specifically, it cannot be said that the company requires confidentiality. ”
Not long ago, Dong Yuhui admitted frankly in a speech at Tsinghua University that he had gone through a long journey to finally stand here, and there was no shortcut in life. It can be said thatBetween Dongfang Selection and Dong Yuhui, mutual achievements can reap today's results.
Dongfang Xiaosun laughed at himself in front of the camera, Dongfang Selection is an entrepreneurial reality show. At present, there are a lot of bugs in this reality showThe biggest one is how to deal with "de-Dong Yuhui".。From the perspective of corporate governance, Dong Yuhui's IP halo continues to strengthen, which is not a good thing for the sustainable development of Dongfang Selection.
The ending of personal dependence is easy to have a chain reaction of Li Jiaqi's style. But in addition to Dong Yuhui, Dongfang Selection couldn't find Zhang Yuhui and Wang Yuhui. Yoyo, Mingming, Dunton, Seven.
Seventh, Jesse and other anchor matrices, none of them can play as well as Dong Yuhui.
Mo Yan said: When a bowl of water is uneven, only by sacrificing the kindest can the wind and waves be calm. Once the kindest person is unwilling to sacrifice any more, he will be labeled as a destroyer of peace.
This is the situation of Dong Yuhui now. Why is it so big this time?In addition to the so-called emotional release of fans, there are two other possibilities.
On the one hand, the management of Dongfang Selection deliberately let it go and suppressed Dong Yuhui. Yu Minhong and Dongfang Xiaosun's ultimate attitude is the big fifty boards, and blames "some fans" for the key inducement. This is logical, but the process is flawed. For example, his own anchor is torn apart, and he continues to post comments on the main account to compete for credit. If there is no nod from a higher-level leader, let it ferment, and hold a meeting with consumers, the hot spot will be pressed internally and unable to get out of the office. However, an internal problem, judged in public, shows that there are extremely serious problems in the management of Dongfang Selection.
On the other hand, it may be like the analysis of industry insiders, competing for the copyright of small essays. "More than 2,000 account slices" and local cultural tourism copywriting all involve the competition for rights and interests. Dongfang Selection is preparing for the cultural tourism track, but does not want to completely bind Dong Yuhui. Since the beginning of this year, Dongfang Selection has intensified its exploration of the second curve. Not long ago, Dongfang selected the parent company to ** education business and became a specialized self-operated product and live broadcast business operator. On December 10, the Oriental Selection App was officially launched as a cultural tourism product, and relevant data showed that on the first day of the launch of the cultural tourism product, the sales of the Oriental Selection App exceeded 16 million yuan.
Either way, there is a better solution, but Oriental Selection uses the most violent method. In his response, Dongfang Xiaosun solemnly revealed that Dong Yuhui's income was more than 30 million. What does this mean?It shows that Dongfang Selection did not treat Dong Yuhui badlyNo, on the contrary, he continued to use knives for Dong Yuhui, killing people and punishing his heart. The company gives you so much money, you have grievances, and you have to endure it.
Is Dong Yuhui aggrieved?Grievance. Although you are the leading anchor selected by Dongfang and the first brother of live broadcasting, within the system, there is no difference between Dong Yuhui and the team, they are both part-time workers, but the division of labor is different. At first glance, there is nothing wrong with that.
But in fact, as the industry's top anchor, Dong Yuhui has become a well-known IP, with its own traffic advantages. This means that there is no absolute fairness in the allocation of internal resources. Dongfang Selection should equip Dong Yuhui with a behind-the-scenes team to support the release of his personal abilities. It's collective work, but the pattern is not parallel, it's pyramidal, or goose-shaped. Dong Yuhui is the leading goose.
Under the current model of Dongfang Selection, Dong Yuhui is no matter how humble he is, no matter how low his posture is, he will take into account the overall situation. However, the imbalance of internal forces and the unreasonable work process lead to the tearing of all parties, which are all great internal friction. This is also inevitably speculated by the outside world, Dongfang Selection is borrowing a hand this time to set rules for Dong Yuhui. The consequence of the high merit is to unload the mill and kill the donkey.
Behind this is an embarrassing reality, the significance of Dong Yuhui's selection of Dongfang. This is still different from Li Jiaqi's beauty one. Li Jiaqi is not only a member of the contracted anchor system, but also a partner of Meione. No matter how famous Dong Yuhui is, no matter how many fans he has, he is just an employee of Dongfang Selection.
Before the 30th anniversary celebration of New Oriental, Dong Yuhui was stopped outside the venue. Yu Minhong found out and arranged for Dong Yuhui to enter the scene. The reason is that Dong Yuhui is not a high-level executive. This shows that in the eyes of the senior executives of New Oriental other than Yu Minhong, Dong Yuhui and Dongfang Selection are no different. As ** evaluated,didn't give Dong Yuhui at least respect, and subconsciously thought that Dong Yuhui was just popular by accident and was not worthy of landing in the temple.
But Dong Yuhui still gave enough respect. He said on the live stage that he was originally too ordinary to be worth mentioning, "It is the rare love that gilded my body." To a certain extent, this is also in response to Yu Minhong's previous beating, "Be grateful, that's for sure." ”
Dong Yuhui mentioned in the thousand-character article that he boycotted the fan circle culture. This shows that there has been some kind of internal agreement on calming down the situation. ButThe problem of infighting in nature, without a proper plan, is deliberately directed to "some fans", which can also be understood as a kind of dumping.
Is live streaming affected by the culture of the fan circle?Absolutely. Li Jiaqi's "Pig Girl", Crazy Brother Yang's "Lifetime Yang Family", and later the brothers, the Simba family, etc., are all a kind of alienation in the fan circle, and will do some crazy and even extreme behaviors, such as cyberbullying, swiping the screen, etc. But the real identity of the vast majority of fans is simply the consumers who follow the anchor to shop.
Although it is said that without Dong Yuhui, there would be no Dongfang Selection, which is exaggerating the role of the individual and is also a kind of killing. Now Dong Yuhui's mother-in-law is the representative of this trend, and has become the mouth of Dongfang Xiaosun, some fans, and fan circle culture.
Nowadays,For Dong Yuhui, there are two next choices: stay or run away.
Staying, it is Yu Minhong's wisdom and courage that is tested, and the key to unlocking the bell is in his hands. Leaving the East for selection, this is a lose-lose choice for Dong Yuhui and Yu Minhong. James won his hometown's first-ever championship trophy, but the reviews were polarized.
The latest news is that the signature on Dong Yuhui's homepage has been changed, and the "salesperson" has withdrawn. Dongfang Selection said that Dong Yuhui is still working, but it should not be broadcast in the near future. The staff involved in the small essay incident are under investigation.
This kind of operation is more solid, and there are huge loopholes in the management of Oriental selection. But this way of boiling frogs in warm water can get rid of Dong Yuhui's dependence, and the subsequent labor pains may be more intense.
I'm Tang Chen, and I'm interested in Internet technology and business stories. Original content, no permission, no **.
Tang Chen
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