Introduction:Next, the more critical thing is that Dong Yuhui needs to think clearly about what he wants.
Road Words |Author Stone Business Review |Produced
The recent Dong Yuhui incident has been commented on from different angles, but I prefer to regard it as a typical case of organization and management for other companies to learn from.
The incident first originated from the message of Dongfang Selection on the Douyin platform, and the core expression means that Dong Yuhui's lines are not all written by himself, but the result of teamwork. Although it is irrational to publish these comments on official platforms, they are basically true. But it was these true messages that caused the dissatisfaction of Dong Yuhui, who already had the burden of stardom, and he also issued an emotional public response on his personal Douyin, and chose to stop broadcasting, thus escalating this incident to a more extensive public event.
Dong Yuhui's suspension of broadcasting then attracted the dissatisfaction of Sun Dongxu, CEO of Oriental Selection, and made some inappropriate words and deeds in the live broadcast. Originally, this matter was not completely out of control, but Yu Minhong, as the chairman of the company, stood up and publicly criticized CEO Sun Dongxu, and finally Sun Dongxu was forced to stand up and apologize publicly. But all this did not solve the problem, and the parties did not reach a settlement for a long time, but let the ** get further out of control.
It is not by chance that a trivial matter has finally developed to the point of being out of control, but because there is an imbalance in the top-level governance structure of Dongfang Selection, and the leadership of Dongfang Selection has not been able to solve this potential risk for a long time.
First of all, Dong Yuhui has already proven that he is far from being in the pool, especially after he has gained great fame and financial returns, it is difficult for him to raise interest in live broadcasting, which can be seen from his previous live broadcasts.
In May this year, the author watched Dong Yuhui's live broadcast in the Douyin live broadcast room selected by Dongfang. At that time, Dong Yuhui was broadcasting a jam product live, talking while eating, he tried to tell something with depth of thought in the process of selling jam, but it was extremely inconsistent with the atmosphere, and there was some disobedience to moaning. Different from the enthusiasm in the early live broadcasts, Dong Yuhui has obviously begun to be a little distracted and absent-minded about such daily live broadcasts, and has failed to show the professionalism of a professional anchor.
Seeing that scene, the author had a feeling at the time that it was time for Dong Yuhui to leave the live broadcast and bring goods. In the early days of everyone's life, they may do something that is not in line with their own heart for the sake of livelihood or for other reasons. But whether it is from the solution of livelihood problems, or in the help of the old club New Oriental in breaking the new business, Dong Yuhui has done it. At this time, Dong Yuhui still stayed in the live broadcast room against his original intention, which no longer made much sense. They need to break free from their shackles and find the true sun within themselves. Therefore, at that time, the author published an article on Stonestone Business Review, "Dong Yuhui of Yixing Langshan, it's time to leave the live broadcast and bring goods".
Secondly, in order to appease Dong Yuhui, Yu Minhong has been accommodating him, and specially designed some more "spring-white" new businesses such as celebrity dialogues and cultural tourism visits. But these accommodations can't really make Dong Yuhui settle down, and at the same time, they will also cause dissatisfaction with the company's management and other employees, and the reply on the official Douyin is a catharsis of this dissatisfaction.
Thirdly, the company's CEO Sun Dongxu also lacks a CEO pattern, and he expressed his dissatisfaction with Dong Yuhui on the public platform, and his personal salary was also very irrational, which further escalated the incident. However, this can't be too harsh on Sun Dongxu, this is the price of his upbringing, and in the face of such a situation, it is difficult to deal with it if he lacks enough experience and wisdom.
After that, Yu Minhong should not publicly criticize CEO Sun Dongxu in order to appease Dong Yuhui, who is also wrong, which makes the CEO lose face and make the scene even more uncontrollable. So much so that there was a lot of discussion about Yu Minhong choosing between Dong Yuhui and Sun Dongxu.
When ** was completely out of control, it further brought about the loss of control of the organization of Dongfang Selection, which eventually led to another of its anchors, Tianquan, making a lot of inappropriate remarks in the live broadcast, bringing more new criticism to Dongfang Selection. In the end, Yu Minhong made the decision to remove CEO Sun Dongxu and invite Dong Yuhui back, which temporarily brought the recent turmoil to an end.
In this Dong Yuhui incident, while most fans support Dong Yuhui, they actually ignore an important root behind the incident, that is, Dong Yuhui is the biggest responsible party.
At the earliest, whether it was out of livelihood or out of affection for his old club, Dong Yuhui was full of enthusiasm when selling goods in live broadcasts. But after becoming famous, Dong Yuhui actually has no interest in live broadcasting. As he himself admitted, "As a scholar, I have been teaching for many years, and what I particularly like may be vassal elegance, talking about books, and introducing culture." I don't want to become a sales anchor, and I don't like that look like it." However, because there is no new career that can bring him fame, fortune and self-achievement like Dongfang Selection, this makes him unable to resolutely give up the work of live broadcast sales, and his heart has become very twisted, which also makes Dongfang Selection very uncomfortable when using Dong Yuhui.
On the one hand, Dongfang Selection hopes that Dong Yuhui can sell more goods in live broadcasts, and on the other hand, he has to take care of his emotions, and tailor some celebrity dialogues, cultural tourism visits and other activities for him that seem to be more prosperous than live sales, but these activities have further increased Dong Yuhui's fame, and at the same time, he has also increased his resistance to live sales. And Dong Yuhui's reluctance to sell goods makes it difficult for Dongfang Selection to find a way to use it to give full play to its greater commercial value.
It was this kind of conflict that made Dong Yuhui's privileges within Dongfang Selection continue to increase, and the contradictions between him and the company's management gradually breeded, and finally broke out in the recent turmoil. Next, in fact, Dong Yuhui needs to think about what he wants. If you want to make money, do your duty of live streaming and win a remuneration that matches your commercial contribution from Dongfang Selection. If you want fame and self-realization, you should firmly give up live streaming and high remuneration, and engage in the career of "being a good teacher" for literati and becoming more prosperous. In this way, its heart will be less twisted, and the business model and organizational management of Dongfang Selection will be clearer and simpler.
Otherwise, Dong Yuhui's vacillating state will make Dongfang's selection of this organization's business further out of shape. For example, Yu Minhong's final handling of the Dong Yuhui incident is not fair, not based on true right and wrong, but on the fact that it has not escaped the convention of most organizational struggles in history, that is, power (major shareholders) choose interests (users, traffic, transactions and stock prices). If Dong Yuhui is just an ordinary anchor, or just a less famous anchor. After the same thing, it may be Dong Yuhui who may be sacrificed in the end, and it is definitely not Sun Dongxu, CEO of Dongfang Selection.
Under the circumstance that Dong Yuhui hesitated for a long time and could not make the final choice between selling goods in live broadcast or being a "good teacher", Yu Minhong, as the helmsman of Dongfang Selection, should not continue to accommodate Dong Yuhui, but should take the initiative to make a choice. For example, for Dongfang Selection, Yu Minhong should clarify its essence as a product-driven company and actively build a business model that does not rely on any one star anchor.
For Dong Yuhui personally, there is no need to deliberately design some businesses for him that do not conform to the original intention of Dongfang Selection's business model in order to accommodate his dignity as a scholar. Dongfang Selection can invest in its establishment of an independent Dong Yuhui Cultural Studio, and let Dong Yuhui choose the path he wants to take. If you still want to make money from live broadcast sales, you can cooperate with Dongfang Selection in a market-oriented way for live broadcast. If you don't want to make money selling goods in live broadcasts, you should take care of your own profits and losses and create a new business that balances fame and fortune with self-realization.
Otherwise, in the case of inconsistent goals between the two sides, the contradictions and estrangement between Dong Yuhui and Dongfang Selection will be further amplified in the future. This time, Yu Minhong chose Dong Yuhui for the short-term interests of users, traffic, transactions and stock prices, sacrificing others. If Dong Yuhui continues to challenge the power of the new management in the future, then the power holders will be worried about the threat they are under control, and they will have to respond. At that time, it will no longer be a showdown between Dong Yuhui and Sun Dongxu, but a new farce in which Dong Yuhui faces Yu Minhong.