Dongfang Selection Infighting exposed 6 faces, each of which is related to Dong Yuhui

After the "small essay incident" of Dongfang Selection, Dongfang Selection has been making frequent moves.

First of all, he "went to Sun Liudong" and made major personnel adjustments.

Recently, it was suspended for two days, and Yu Minhong personally led the team building, skiing and happiness, and invited Sa Beining and Sha Baoliang as guests.

Killing pigs and slaughtering sheep" while rewarding the three armies, a company called "Walking with Hui (Beijing) Technology".

The main body of the market was quietly established.

Dong Yuhui's new account "Walking with Hui" was opened at the same time

The number of fans increased by more than one million in two days.

Behind the "fog" of Oriental selection, the 6 major faces are becoming more and more clearly visible......

Oriental

The first face is "Oriental", which has no overall situation in mind and invites merit and rewards.

"Dongfang" is the operation and maintenance personnel of Dongfang's official account who are good at writing, that is, the copywriting team of Dongfang Selection.

Therefore, the East is certainly not a single person, but a group of people.

Regarding who made the essay on Dongfang's selection, Dongfang's answer should be true: "Most of them are indeed written by the copywriting team."

This is like a local yamen usually has 3 or 6 secretarial sections, some of whom are responsible for drafting, some are responsible for polishing, some are responsible for typos and even punctuation, etc., and in an oriental tone, it is said that "only when everyone cooperates can we write a leader's speech."

But there will never be a secretary who openly says that I wrote the speech of a certain leaderEspecially when the leader speaks on the stage, he will not shout at the stage: Look, the leader's manuscript was written by me!

If you dare to do this, it is estimated that you can roll up and leave.

When Jay Chou sang on stage, the audience applauded like thunder and was fascinated, at this time, if Fang Wenshan stood up and yelled at everyone: Jay Chou's lyrics are all filled in by me!It is estimated that he will be beaten by fans.

Dong Yuhui is not a leader, nor an entertainment star, although he is still a colleague of Dongfang, he is a top-notch anchor, and he is the Optimus Prime and the protagonist of Dongfang's selection, the copywriting team is equivalent to his secretarial service team, and the supporting role should give way to the halo of the protagonist.

Therefore, Dongfang's mistake was to amplify the tacit facts, mixed with personal emotions, through the official window of the enterprise, which set off a storm on the Internet and almost caused irreparable consequences.

Dongfang is paid by the enterprise, and the enterprise pays for the fruits of labor, in fact, no matter how good the small composition of the East is, no matter how good the writing of the small composition is, its final copyright actually belongs to the selection of the East.

In addition, the way in which Dongfang selects works is presented is not pure text, but with the reading and exquisite editing of top anchors, to achieve the effect of "breaking the circle", and text is only one part of the composition of the works.

Of course, in today's era of vigorously advocating "intellectual property rights" and "original protection", the first author of a small essay can sign at the place where the work is signed.

Out of the protection of personal privacy, the top management of Dongfang Selection did not announce whether Dongfang was expelled or punished, but this kind of lack of professionalism and literacy is a very profound lesson!

Oriental little grandson

The second face is "Oriental Little Sun", who is proud of his achievements and domineering.

If it weren't for the explosion of the Dongfang Selection Small Essay Incident, Lao Dao really wouldn't know that Dongfang Selection had Dongfang Xiaosun (Sun Dongxu).

At first glance, Dongfang Xiaosun looks like a "sharp-beaked monkey gills", and he doesn't feel like a good person.

However, this guy still has two brushes, starting as a teacher in the Foreign Examination Department of New Oriental in his early years, and working his way up to the assistant principal, the principal of Xi'an New Oriental, and the **CEO of New Oriental, and he naturally became the CEO of Oriental Selection.

It can be said that Sun Dongxu has experienced the era of New Oriental's "first troika" and "back troika", and is a "New Oriental" with meritorious and old qualifications.

Yu Minhong once commented that Dongfang Xiaosun's execution is stronger than himself, and without him, there would be no Dongfang Selection.

This is already very high.

When the Dongfang Selection Essay incident occurred, Dongfang Xiaosun didn't realize the seriousness of the problem, and as soon as he came up, his shape, tone, and actions were not right.

In the face of millions of netizens at the same time, he smashed his mobile phone and said that he would "have a meeting" for everyone, as if he regarded netizens as his employees.

Perhaps because of his high self-sustaining skills and being in a high position as a CEO, Dongfang Xiaosun seems to be accustomed to this feeling of being on top.

Although he painlessly criticized Dongfang's work attitude and methods, he also teased Dong Yuhui's mood when he encountered trouble, and intentionally or unintentionally ** Dong Yuhui's remuneration and benefits, which belong to the company's secrets.

Dongfang Xiaosun's "performance" added fuel to the fire of Dongfang's selection of small essays, which really lost the demeanor of the CEO of a listed company.

Following the dismissal of CEO and executive director of Oriental Selection on December 17, he resigned as a non-executive director on December 22.

Mother-in-law fan

The third face mask is "mother-in-law fan", emotional, fanatical and impulsive.

Fans is an exotic term that refers to a group of people who like, adore, or fanatically chase a celebrity, star, artist, or thing.

Fans generally have three major consumption characteristics: continuous and comprehensive information collection, philatelic commodity consumption, and community gathering of fans, and even show religious and addictive fanatical consumption and collection behaviors.

According to the degree of consumption, fans can be divided into iron fans (loyal fans, NC fans), professional fans, wall riding fans, rational fans, passers-by fans and black fans.

The fans of celebrities have their own names, such as Li Yuchun's fans are called "corn", Guo Degang's fans are called "steel wire", Yang Mi's fans are called "bees", and Yi Yang Qianxi's fans are called "thousand paper cranes", all of which have their meanings or meanings.

The circle composed of fans is called "Fan Circle" or "Fan Tuan", and for the sake of idols, they organize publicity, voting, support, data rankings, meeting people, buying peripherals (derivative products), anti-black control reviews, and doing charity and public welfare activities.

The entertainment community composed of fans spontaneously chasing stars has gradually developed into an organized and professional interest circle, which is the controversial "fan circle culture" and fan economy.

Dong Yuhui, as a top-notch live broadcast and a new celebrity, has more than 20 million fans, and his fan structure is dominated by women aged 30-40, accounting for as much as 68%, all of whom call themselves "mothers-in-law", and Dong Yuhui has become a "national son-in-law".

Dong Yuhui's "mother-in-law" fans belong to the iron fan category, this kind of fan stickiness and consumption power is very strong, there are at least dozens of anchors in the Dongfang selection live broadcast room, but Dong Yuhui's GMV accounts for more than half of the total, which is all from the contribution of the mother-in-law's iron fans.

After Dongfang caused a small essay incident, Dong Yuhui's mother-in-law fans even ran to the live broadcast room of the competing Gaotu Jiapin with a light sign, sending him "splashing wealth", vowing to seek "justice" for Dong Yuhui.

Yu Minhong once expressed his gratitude to netizens and fans:

"Without the support of fans and netizens, Dongfang Selection would have been wiped out long ago."

However, if the fans are rational and there are no "mother-in-law" fans, can Dong Yuhui still be able to bring the goods, and can Dongfang Selection still create a new GMV record in rational consumption?

Dong Yuhui

The fourth face is Dong Yuhui, gentle and humble, erudite and talented.

Dong Yuhui was born in a poor rural family in Tongguan County, Weinan City, Shaanxi Province, and basically relies on his mother to borrow his annual tuition fees.

It was in this poor environment that Dong Yuhui relied on his super endurance and resilience to study hard, was admitted to Xi'an University of Foreign Chinese, and joined New Oriental after graduating from university in 2015.

In the melting pot of New Oriental, his talent was showcased, and he became the youngest teaching and research director and English teacher, he thought that the profession of teacher could continue for a long time, but fate played a joke on him.

Under the national "double reduction" policy, a large number of domestic education and training institutions have been hit hard, and New Oriental has not been spared.

Originally, he made a resignation report, and he stayed to participate in the anchor election of New Oriental's transformation e-commerce, and eventually became a male anchor selected by Oriental.

Since the launch of Dongfang Selection on December 28, 2021, his performance has been mediocre for most of the year, and Dong Yuhui has always "chatted" and "wondered" with netizens during the live broadcast of selling goods, and it seems that he has nothing to do with promoting products.

But a miracle happened in this dilemma.

On June 8, 2022, Dong Yuhui held two bags of rice from the brand side in the live broadcast room, from Plato and Nietzsche abroad, to China's Du Fu and Su Shi, the director didn't care about him, and the number of people in the live broadcast room began to rise from one or two hundred for the first time, until the number of ** reached 10,000 at the same time as the broadcast that night.

The next day, Dong Yuhui continued to open the Shenkan mode, the number of ** soared to 30,000, and "Oriental Selection Anchor" became a hot search on the same day, and Dong Yuhui began to become popular.

Since then, the number of fans of Dongfang Selection has continued to increase every day, from a lonely live broadcast room with less than one million fans, to become a large number of tens of millions of fans and bring goods 3 a week400 million popular live broadcast room, but it only took 10 days to reach the top of more than 100 hot searches, and Dong Yuhui became popular.

Dong Yuhui opened the unique live broadcast method of "lecturing and bringing goods", accidentally unlocked the traffic password, and became a top Internet celebrity anchor and super IP, and also achieved Dongfang Selection with his own efforts.

In this small essay incident of Dongfang Selection, Dong Yuhui was coerced by fans and fell into a turmoil that should not have been, he briefly "left" the company's live broadcast room for a few days, and changed his signature to "Don't will, don't be, don't be solid, don't me".

In the few days of silence, the company's official account actually lost more than 2.7 million fans, and the company's ** evaporated nearly 8 billion Hong Kong dollars in a single week like "high-altitude diving", and the competitors increased their fans by more than 2 million, and his personal fans increased by more than 9 million.

If he does leave, his original company may fall from the sky to the bottom, and the capital associated with it will tremble. The top of his company urgently came out to apologize to him, and the company's board of directors also removed the CEO as soon as possible, and showed the greatest sincerity of "chasing Han Xin under the moon" and invited him back to the live broadcast room.

It's also amazing to say, since the "return of the king", the millions of fans lost by the company have also returned, and the two live broadcasts after the return have reached three or four million fans.

Dong Yuhui's every move seems to affect the increase and decrease of fans and the rise and fall of Dongfang Selection, and his huge value has been undoubtedly demonstrated, and it is almost impossible to measure it with money.

He is grateful to his mentors and nobles, grateful to the platform and company that have made him, in the face of the incredible price of poaching, he did not waver at all, followed his heart and beliefs, and firmly stayed, he saved the company again.

Based on Dong Yuhui's unlimited value, in the end, Dongfang selected the board of directors to choose "keep Dong and go to his grandson", and he has officially become a senior partner of the company, an assistant to the chairman of the group, and a vice president of the company's cultural tourism group.

His future space is not only to "sell vegetables" and sell agricultural products, but also to dedicate more to cultural tourism and books, spread cultural ideas, recommend tourist attractions, build a spiritual bridge above the material, make the world a better place, and let everyone who likes him follow his heart to live more calmly and wonderfully!

Woe to the blessings, everything remains to be seen.

But no matter what, Dong Yuhui's value is largely irreplaceable.

Chen Xiangdong

The fifth face is Cheng Xiangdong, the "former minister" of the East, who follows in the same direction.

Those who have read Chen Xiangdong's resume will definitely sigh that this is a self-taught man with super learning ability.

Chen Xiangdong graduated from Luoyang No. 1 Normal School in his early years, which can be regarded as a technical secondary school.

Since then, while teaching and educating people, he has obtained a junior college diploma from Henan Institute of Education, a bachelor's degree from Zhengzhou University, and a master's and doctoral degree from Renmin University.

At the end of 1999, Chen Xiangdong, who had been a middle school teacher for 11 years, came to Beijing and joined New Oriental Group.

He started as a teacher, and successively served as assistant to the president, principal of Wuhan New Oriental, group supervisor, director of human resources, vice president, and executive president, and was known as the "rear troika" of New Oriental together with Sha Yunlong and Zhou Chenggang.

In 2014, Chen Xiangdong, who had served in New Oriental for 15 years, resigned as CEO and started his own business, founding "Who to Learn from" B2C** education, which was listed on the New York Stock Exchange five years later, and once became a market value of 209$7.5 billion K12** educational institutions.

In March 2021, the Ministry of Education issued a "sleep order", and in July of the same year, the "double reduction" policy was introduced, and the education and training industry entered the harshest winter in history.

*With the decline of education and training, Gaotu Group began to transform into live broadcast e-commerce, and officially established "Beijing Gaotu Jiapin Technology" in November on December 24, which officially launched the "Gaotu Jiapin" live broadcast e-commerce platform, which was 4 days ahead of the start of Oriental Selection.

After a year and a half of Dongfang Selection's popularity, the number of fans has broken through the 30 million mark, and the live broadcast room of Gaotu Jiapin is still unknown, and the fans are hovering in the hundreds of thousands.

On December 12th, the Dongfang Selection Small Composition Incident suddenly broke out and escalated, which directly led to the loss of a large number of fans of Dongfang Selection's "mother-in-law".

Correspondingly, a large number of fans with the "Selection Group" light sign have poured into the live broadcast room of Gaotu Jiapin to express their love for Dong Yuhui and their dissatisfaction with Dongfang Selection in the way of supporting competing products, and Gaotu Jiapin, which has been silent for a long time, has also ushered in a turnaround.

On December 12, the delivery of "Gaotu Jiapin" was estimated at 1.1 million 2.75 million yuan.

At 22:00 on December 14th, the number of "Gaotu Jiapin" live broadcast ** exceeded 100,000+ for the first time, and more than 1 hour later, the number of "Gaotu Jiapin" Douyin fans finally exceeded 1 million, and the GMV exceeded 10 million yuan.

That night, Douyin ate all over the world's list, and the ranking of "Gaotu Jiapin" once surpassed that of "Oriental Selection".

The next day, the highest number of Gaotu products was nearly 180,000, and the total sales in a single day exceeded 11.8 million yuan.

On December 16, the official account of Gaotu Jiapin Douyin had more than 2 million followers, which made Chen Xiangdong happy.

You must know that just a week ago, the fans of Gaotu Jiapin, who had worked hard for more than a year, were only a few hundred thousand, and the number of people in the highest live broadcast did not exceed three digits.

People call the mother-in-law's fans flocking into Gaotu Jiapin as "pouring wealth and wealth", and even many netizens encouraged Chen Xiangdong to dig Dong Yuhui over, Chen Xiangdong was not carried away by the sudden "victory", he said:

"Dong Yuhui is not used to dig, but to love. ”

In order to wait for this day, we have been preparing for a whole year. We have to cherish it. Talking about the live broadcast of Gaotu Jiapin and the achievements at the moment, Chen Xiangdong said: "I firmly believe that every great channel revolution is accompanied by the birth of a great brand, and Gaotu should make a difference in this."

In this way, the future of Gaotu is promising.

Yu Minhong

The sixth face is Yu Minhong, who is wise and foolish, and has foresight.

Yu Minhong was born in the 60s, born in an ordinary family in Xiagang Street, Jiangyin City, Wuxi City, Jiangsu Province, his father is a carpenter, his mother is a worker, and his sister is a village doctor.

Yu Minhong was very fond of reading when he was a child, and would rather skip snacks than save money to buy books.

From elementary school to middle school, he did well in all subjects, except English.

Yu Minhong has experienced three college entrance examinations and two repetitions, and the first two times were English that lagged behind and failed.

It wasn't until he took the third college entrance examination that Yu Minhong made a lot of effort to make up for his English, and as a result, he was admitted to the Department of Spanish at Peking University.

It was at Peking University, the country's top institution of higher learning, that Yu Minhong thoroughly overcame the foreign language Chinese that had given him a headache in English, reached a professional level, and stayed on to teach with excellent grades when he graduated in 1985.

Three years later, Yu Minhong planned to study abroad, and scored 663 points on the TOEFL test that year, with a full score of 700.

Unfortunately, due to the tightening of the study abroad policy for China in the United States at that time, the number of international students dropped sharply in this environment, and he had to give up his study abroad plan.

While teaching, Yu Minhong developed a strong interest in business, so he wanted to engage in some side hustles, so he asked his classmate Wang Qiang and others to set up an English tutoring class outside the school, and the tutoring fee earned during a vacation was much more than a year's salary.

However, the school leadership soon learned about this matter, and they were very dissatisfied with Yu Minhong's behavior of running an off-campus school in the name of Peking University to generate income, and gave him a demerit punishment.

Yu Minhong, who had business ambitions, simply resigned and officially founded Beijing New Oriental School in 1993.

In just two years, the number of students at New Oriental has grown to 15,000, and Yu Minhong has become a busy man.

He also mobilized Wang Qiang, an old classmate of Peking University, and Xu Xiaoping, who was also a teacher at Peking University, to return to China to join New Oriental, and the three of them are known as the "troika" of New Oriental.

In September 2006, New Oriental (NYSE: EDU) was listed on the New York Stock Exchange, becoming the first overseas listing of Chinese education and training institutions, with a market value of US$20.7 billion.

In March 2019, New Oriental's ** education platform - New Oriental ** successfully landed on the Hong Kong Stock Exchange and became the first education stock of **.

In November of the following year, New Oriental was listed on the Hong Kong Stock Exchange for the second time, becoming the first large-scale education enterprise in China to return to Hong Kong stocks, with a market value of about HK $228 billion.

At that time, New Oriental's physical network covered 91 cities, including 104 schools, 1,361 learning centers and 12 bookstores, with well-known brands such as New Oriental**, Oriental Youbo and Dona, which was the highlight moment of New Oriental and Yu Minhong.

However, life is like a roller coaster, and so is business.

In May 2021, the state issued the "Opinions on Further Reducing the Burden of Homework and Extracurricular Training for Students in the Compulsory Education Stage", which refers to "subject-based" training linked to the curriculum of primary and secondary school students, and national statutory holidays, rest days, and winter and summer vacations are all prohibited from supplementing.

This means that the door of the cake of curriculum education and training for primary and secondary school students has been largely banned from entering, and New Oriental, which has been established for 28 years, is also facing an unprecedented test under the "double reduction" policy.

In September of this year, Oriental Youbo, a subsidiary of New Oriental**, completely closed its K12 business;In October, New Oriental's parent company announced that New Oriental schools in various regions would divest their primary and middle school (K9) businesses.

At the same time, a large-scale compensation for student refunds and employee layoffs has been launched, with costs amounting to billions.

Nearly 1,500 teaching points of New Oriental have to be surrendered to the lease, and New Oriental has lost sixty or seven billion yuan in decoration fees alone.

The New Oriental branch schools that were forced to quit their leases left behind piles of almost brand new desks and chairs, with a market price of six or seven hundred yuan, and Yu Minhong simply did it to the end, and with a wave of his hand, all of them were donated to poor primary schools, and nearly 80,000 sets were donated at this time.

When everyone extended their thumbs to praise Yu Minhong as an education entrepreneur with feelings and social responsibility, he had already turned around and started to lay out and build a live broadcast e-commerce platform, which is now the world-famous "Oriental Selection".

In just two years, Dongfang Selection has become one of the top live broadcast e-commerce platforms in China, with more than 30 million fans.

In June 2022, when the live broadcast room of Oriental Selection exploded, the share price of New Oriental** rose by more than 70%, and the share price of New Oriental rose by more than 600 in 11 days.

On March 14, 2023, the Chinese and English stock abbreviations of "New Oriental**" Koolearn) Co., Ltd. ** of 01797 were officially changed to "East Buy".

Another success of Dongfang Selection, in addition to Sun Dongxu's super execution and Dong Yuhui's unique way of bringing goods and control ability, in fact, what is more important is Yu Minhong's far-sighted strategic decision-making and weight-lifting helm level.

Without Sun Dongxu, there may not be the speed and scale of Dongfang selection;There is no Dong Yuhui, and there is no successful breakthrough and explosion of Dongfang Selection;And if there was no Yu Minhong, there would be no Dongfang Selection, and even the later Dongfang Xiaosun and Dong Yuhui.

Although the Dongfang Selection Small Essay Incident has become a classic case of "infighting" among phenomenal Internet companies in 2023, and it has almost put Dongfang Selection in jeopardy, it is a small drop in the bucket compared to the parent company New Oriental Group, which has been cut in half under the "double reduction" policy in 2021.

So the difficult transformation has landed safely and walked steadily, how can the small essay incident be difficult for Yu Minhong?

Luo Yonghao said that Yu Minhong is an iron rooster, and he is a little hypocritical and cunning, but compared to many post-50s bosses, he is a very good person, not so bad.

Luo Yonghao's mouth couldn't spit out Yu Minhong's ivory.

More people see the fact that in the face of the small essay incident, Yu Minhong used a textbook public relations to turn the tide, which not only punished mistakes, retained talents, but also saved the company and safeguarded the interests of shareholders, shareholders and consumers, which is really commendable.

If Dong Yuhui is the general selected by the East, then Yu Minhong is the "round handsome" selected by the East