On December 18, Yu Minhong released the latest appointment news on his personal social platform, announcing that Dong Yuhui was promoted to the cultural assistant to the chairman of New Oriental Education and Technology Group and the vice president of New Oriental Cultural Tourism Group.
This also indicates that the "small composition" incident that has been on the cusp of the storm for many days may wait for the final finale. Dong Yuhui finally has an answer to whether to go or stay. not only stayed, but also waited for his promotion moment.
After the news was released, Dong Yuhui served as the vice president of New Oriental Cultural Tourism The topic jumped to the top of the Weibo hot search list, and each message was followed by Dong Yuhui's enthusiastic comments on "mother-in-law" and "melon-eating passers-by", some people think that to make such a decision, it is Yu Minhong who is atmospheric enough to give Dong Yuhui a higher stage outside the Oriental selection;There are also opinions that the cultural assistant to the chairman and the vice president of the cultural tourism group are both non-core positions, and the rise and fall are to let Dong Yuhui be a "mascot".
No matter how netizens speculate and analyze, after Yu Minhong removed Sun Dongxu as CEO and concurrently served as himself, he did make a series of major adjustments, first co-operating with Dong Yuhui in a live broadcast to respond to external concerns and questions, and then promoted Dong Yuhui to a senior partner of Oriental Selection, coupled with this new appointment, the sincerity of wanting to retain Dong Yuhui has been put on the table one by one.
And what kind of treatment is fair to Dong Yuhui, except for Dong Yuhui himself, no comments from the outside world can give him a fair answer. Including what Luo Yonghao said when he was upset, "According to the facts and laws of the industry, it is relatively fair for Dong Yuhui to take at least half of the income in Dongfang", and it is not necessarily the fairness that Dong Yuhui recognizes and hopes to get.
So, will letting Dong Yuhui concurrently serve as the vice president of New Oriental Cultural Tourism Group be a "good chess" that allows him to give full play to his greatest value?In his live broadcast experience in the past, it is indeed directly related to the local cultural and tourism bureau and destination promotion, especially in the special promotion for Shanxi in May, the copywriting out of the circle and Dong Yuhui's personal IP influence have completely made Shanxi, a major civilization on the ground, completely underfired.
As early as the end of 2022, Oriental Selection has launched the matrix number "Oriental Selection to See the World", and began to cooperate with destinations in the form of "live broadcast + cultural tourism", and entered Gansu, Xinjiang, Sichuan, Yunnan, and Shaanxi provinces, including Shanxi. While promoting local agricultural products, it will also introduce history, culture, customs and customs, bringing new opportunities for the development of local cultural tourism.
After the "Little Composition" incident, in the first live broadcast with Yu Minhong on December 17, Dong Yuhui commented on himself like this: "My own personality is more lazy, and I prefer vassal elegance. Every time I sell goods, I have a headache and brain fever, and I cough all the time, and every time I talk about a book, I don't cough, and my cervical spine doesn't hurt anymore, and the whole person wakes up. You just let me do something I like, this society is not sure that a person who sells goods very well, that is not my intention. I just give lectures, do cultural work, make travel recommendations, and even go to school to give lectures, and I never get tired of it. ”
Under various antecedents, it is not a good thing to let Dong Yuhui be the vice president of the business of New Oriental's cultural tourism sector, and participate in and be responsible for the future development of New Oriental cultural tourism, and whether the fairness of the outside world is also necessary to see the weight of the cultural tourism sector in the overall business composition of New Oriental Group and whether it will become a core business in the future.
Back in July this year, when the news that New Oriental Group spent 1 billion to set up a wholly-owned subsidiary, Beijing New Oriental Cultural Tourism, exploded in the industry instantly, causing long-term attention and discussion.
From the perspective of product form, New Oriental Cultural Tourism is more like a new travel agency, releasing a lot of high-quality tourism routes, which are also aimed at middle-aged and elderly customers who have money and leisure, hoping to provide these people with high-quality cultural tourism services with a sense of cultural happiness, a sense of knowledge and a sense of personal pursuit. In the eyes of industry insiders, New Oriental Cultural Tourism is still "too young", and there are too many factors that determine the quality and service of cultural tourism products.
And Yu Minhong also said frankly that the current domestic cultural tourism products are not mature enough, and the income of cultural tourism products is less. From this point of view, if New Oriental Cultural Tourism wants to leverage and influence the cultural tourism market and become a real "dark horse", there are many problems that need to be faced and solved. This burden now falls on Dong Yuhui, relying on the love and top-notch aura of the "mother-in-law", as well as his personal love for travel recommendations, I don't know if he will find a new solution to find a correct and less resistance path for New Oriental Cultural Tourism.
Looking at Yu Minhong personally, he also made it clear: "Dongfang Selection is a platform for bringing goods, which has a ceiling." In the future, I will deepen the agricultural track, and another goal is 'beautiful scenery', which will lay out the cultural tourism industry." In his view, New Oriental's core competitiveness is lecturing. New Oriental's teachers are liked by parents because of their lectures. In other words, just as a teacher can transfer his or her expression skills to the role of a live e-commerce anchor, in the future, a teacher can also migrate to the role of a tour guide who is good at explaining scenic spots.
But it's easier to say than to do, the essence of the enterprise is to make a profit, and whether New Oriental Cultural Tourism will become the core business of Yu Minhong or New Oriental Group in the future depends on whether it can get a piece of the cultural tourism market.
Many tourism enterprises express their views on New Oriental Cultural Tourism, mostly with a positive and welcoming attitude, and also hope that fresh blood can bring new changes to the "difficult-to-rise" tourism product market, especially the group tour market, so that enterprises have more sense of crisis to take the initiative to improve product quality and service levels, and look forward to the opportunity to cooperate with New Oriental Cultural Tourism in the future.
With the blessing of Dong Yuhui's drainage IP, I believe that the stories that New Oriental Cultural Tourism can tell and what can be done will be richer. As for whether the cultural tourism industry can become a bigger stage for Dong Yuhui to release his personal personality charm, and what kind of subtle new impact he will bring to the cultural tourism industry, Wenlu will continue to pay attention.
*Screenshot from the web.