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Text |Chief Business Review.The turmoil of Dongfang Selection's small essay has finally come to an end. Dong Yuhui was finally promoted and raised under the shouts of fans, although Lao Yu came forward to temporarily settle the turmoil, but this action was still done a little late.
Hello everyone, I'm Wei Ming, Editor-in-Chief of Chief Business Review. Today, I still want to talk to you about my personal thoughts after watching the excitement.
Dong Yuhui has actually been popular for more than a year, and the number of fans, sales, and influence he brought to break the circle are enough to make New Oriental proudly say that it has found a second spring. But this banner figure still can't afford the down payment to buy a house in Beijing, or Mr. Yu lent it to him, which is a little embarrassing, this is not me talking nonsense, this is what the two of them said in the live broadcast on the evening of the 18th. Although the housing prices in Beijing are not low, if you go to see Li Jiaqi, Luo Yonghao and other head anchors, there is definitely no such problem.
Although this is Mr. Yu and Dong Yuhui teaming up to respond to Luo Yonghao's remarks that Mr. Yu is an "iron rooster", it is also inadvertently revealed that Dong Yuhui's short-term income is indeed not so high.
So why is this happening?In my opinion, this stems from the fact that Oriental Selection was originally a business that New Oriental had to try with the attitude of giving it a try after the double reduction. But no one expected it to become popular so soon, even New Oriental itself didn't expect it, nor did it expect Dong Yuhui to become popular, in addition, how long can this business be popular, is Dong Yuhui a flash in the pan, and the Oriental selection team itself has no bottom, New Oriental is actually halfway on the road to do live broadcast and bring goods. So I'm speculating,The model is still the New Oriental School model, the anchor is the employee, salary bonus + option, and the head anchor is no exception, and there is no actual management right or shares of the company.
This is definitely good in the early exploration period, after all, the risk is large, no one knows how long it can be done, and it is even advantageous from the perspective of cost control, and Dongfang Selection is not like other MCNs to charge pit fees, which is convenient to attract businesses, and it is indeed conducive to the sales of the main agricultural products. In addition, the relationship between teachers during the sweet period of entrepreneurship itself is also good, everyone can understand each other, and they can also rely on relationships to maintain basic management.
In this business model, Dongfang selects the goods it believes sells as its core competitiveness, and the anchor is only a supporting roleThis is similar to the model of New Oriental School, everyone comes to class mainly because of New Oriental's curriculum and Lao Yu's personal IP, especially in the early days, Lao Yu's entrepreneurial story, and even Lao Yu's jokes. Teachers who can tell jokes are just a plus, why?When I went to New Oriental 20 years ago, my teacher heard many teachers say in class that many jokes and jokes are created by everyone, and then everyone tells them, so the teacher doesn't have much weight even in the jokes. So, without a certain teacher, this mode can still be transferred.
This is good from the perspective of a listed company, the company does not rely on any employee, and the shareholders are satisfied.
But here's the problemThe underlying logic of live broadcast e-commerce has changed, and the difference between it and shelf e-commerce is that most fans still agree that people come first, and then see whether the product is suitable, and the scarcity of head anchors is particularly strong, the second Li Jiaqi didn't come out, and no one could pick up all of them when Wei Ya left, but Xiao Dong did have feelings and didn't care too much.
Especially when the sales volume comes up, Dong Yuhui's personal IP is out of the circle, the fans are up, and the contradiction between personal contribution and the company's distribution is becoming more and more out of alignment, and it will break out sooner or later. Because for the first time, the personal IP of a listed company is not a big boss or CEO, you see that Tesla's iconic character is Musk, and Xiaomi's iconic character is Lei Jun.
In fact, the Dongfang selection team didn't know about this problem, so they silently may have begun to adjust, but the effect was not ideal, but as a result, in a hurry, the small composition incident suddenly made the problem public, so the fans didn't agree, the income of the favorite anchor did not match the status, and the literary talent had to be questioned, how could this be endured?
This problem was supposed to be resolved through internal adjustments, but now that it has been made public, it is complicated!
So a game between fans and shareholders began, and finally the shareholders temporarily gave in, which may be a rare situation in the history of Chinese companies, I can't think of similar cases, which is different from the situation of Gree, even the top men's and women's teams, the situation of sports clubs is different, and the control is firmly in the backstage.
However, although the problem has been mitigated, such a mismatch still exists, so,I think Dong Yuhui is such a head ip.The future will definitely be independent, and now most anchor agencies don't want to be tied to just one person, you see that Luo Yonghao also gradually faded out of "making a friend". It's just that Lao Yu definitely doesn't want him to go, Dong Yuhui doesn't want to and won't let everyone completely break up, everyone's tacit understanding is that they are still alone in the ecology of New Oriental, so they have an independent studio, and they have also become the leader of the cultural tourism business, and they are also the personal assistant of the boss.
I have to say, it's a good short-term solution.
The two cultural people left room and face for both sides, Dong Xian tested the water in the new business under the framework of New Oriental, and the live broadcast of Oriental Selection did not completely leave, and Lao Yu's handling methods were also very fast, first ousting the CEO to calm the anger of fans, and by the way, Dong Yuhui and Dongfang Selection's complete binding was lifted, and the wishes of some shareholders were completed, and the "de-heading" of Oriental Selection was gently completed, making time for Oriental Selection to cultivate new Internet celebrities and new businesses, but still Dong Yuhui's ip.With it at hand, it suddenly turns "crisis" into "opportunity". Of course, his personal nickname of "Iron Rooster" will be remembered on the Internet, mainly because Luo Yonghao's variable is stirred there, but this does not affect the overall situation of the company.
In general, I think Mr. Yu's crisis handling this time is exemplary, although he was sprayed with "iron rooster", he is still willing to give up part of his interests to protect the overall situation of the company, and he is still a good boss;And Dong Yuhui's choice and public statement are also very rational and decent, there is no broken can, no passion to leave to start a business, and some space is also made for other anchors, in the current environment, it is a relatively safe choice. The relationship between the two of them is both heart-to-heart and intriguing, and we will see and cherish whether it is the boss and the employee, or the master and the apprentice in the future.
In the planning of New Oriental Group, education, life, and cultural tourism are the troika that drives the entire group forward.
"Life" has gradually been on the right track after being the second curve, but this market is too volatile, there are Li Jiaqi in the front, Bee Surprise Club, Simba, and Luo Yonghao makes a friend, Brother Xiao Yang, Dong Jie, etc., and the ceiling of this market can already be seen.
Taking advantage of the east wind, continuing to explore more suitable business for the New Oriental team is the top priority of New Oriental Group and Lao Yu.
Why choose cultural tourism?
First of all, from the perspective of the industry, after the epidemic, cultural tourism has recovered rapidly. The performance of traditional OTAs such as Ctrip has increased significantly, and short-term platforms such as Xiaohongshu have also gradually built online celebrity cultural tourism cities through content and cut into the cultural tourism industry.
Secondly, the teachers of the New Oriental team must far exceed the industry average in terms of expression ability and cultural knowledge output ability, and have natural advantages in the promotion of cultural tourism projects and content creation.
The third point is that the content of cultural tourism itself is very disseminated, and it does not simply rely on the diversion of a certain platform, which is helpful for New Oriental to get rid of its dependence on a single platform.
Finally, New Oriental has schools all over the country, which even has some synergies with cultural tourism.
So Dong Yuhui focuses on cultural tourism, must it be easy to do?
I don't think so, because the number of cultural tourism products is small, the relative life products are higher, and the time and energy that users need to invest are also higher, which is not conducive to the full conversion of traffic.
The delivery cycle of cultural tourism products is also long, and the cooperation between destination and time is related to the resource cooperation of transportation hotels, and the service chain is very long. This increases the cost of business delivery.
It is also difficult to increase the repurchase rate of cultural tourism products. And some standardized products, such as air tickets, train tickets, and hotel resources, are not in the hands of New Oriental.
If the above is just an industry issue, thenWhether Dong Yuhui's fan base fits with the existing products of New Oriental Cultural Tourism is the biggest challenge. If Dong Yuhui's fan base is mainly women aged 30-45, and New Oriental Cultural Tourism's current products mainly serve middle-aged and elderly people over 55 years old and some teenagers, then there is a big bottleneck in the transformation of products.
A list of projects for New Oriental Cultural Tourism.
Whether Dong Yuhui's joining the cultural tourism can bring about an improvement in product transformation to New Oriental Cultural Tourism is a key factor in the success of New Oriental Cultural Tourism in the future.
The traffic is there, but the time to really test Dong Yuhui's management and product capabilities has come. In addition, how much power Lao Yu will grant and how much patience he will have is also a point to watch.
And we will continue to monitor the future developments.