I'm afraid no one would have thought that a story similar to Wei Nian and Li Ziqi would happen between Dongfang Xuan and Dong Yuhui.
In just a few days, the relevant information of the incident has been on more than a dozen hot searches, and there are the latest developments every few hours.
Dong Yuhui changed his signature, Dongfang Selection infighting, Dongfang Selection CEO Sun Dongxu said that Dong Yuhui's annual salary is more than tens of millions, and Yu Minhong issued a statement ......
Everyone has different views and opinions on which is right and wrong.
But there is one thing that everyone agrees on.
Dongfang Xuan and Dong Yuhui encountered a ** annoyance.
Oriental selection infighting".
On December 11, hundreds of thousands of netizens poured into the live broadcast room of "Gaotu Jiapin", and many people left messages saying that "the mother-in-law is here".
From the message to the title of "Selection Group", it is obvious that this group of netizens was selected from the East.
On the same day, the number of likes in the Gaotu live broadcast room exceeded 4 million, and the total number of people and the number of people at the same time were dozens of times that of the past, and the sales volume was also substantial.
Why do fans of Dongfang Selection climb the wall to support Dongfang Selection's competing Gaotu?
The origin of the matter should start with a "small composition".
When Dongfang Selection conducts live broadcasts to help farmers in various provinces, it often sends propaganda **warm-up, and the copywriting in ** is often brilliant, which is a high summary of local traditional culture and customs.
For example, on the trip to Jilin on December 5, there were many good sentences such as "go to Changbai to feast and see the prosperity of Yaochi".
Netizens gave the copywriters of the Oriental Selection anchors a unified name, called "Little Composition".
For a long time, everyone has been curious about who wrote these small essays, Dong Yuhui once said that these small essays are generally written by the anchor himself.
During his trip to Shanxi, Yu Minhong mentioned that Dong Yuhui's small essay was very well written, but he couldn't compare.
After the release of the trip to Jilin**, Dongfang Selection put a "Q&A from netizens" at the top of the comment area, saying that the anchor is in front of the stage, the copywriting, shooting and editing teams are behind the scenes, and the small composition is the result of the joint efforts of the anchor and the team.
also said that Yu Minhong floated outside every day and did not know the specific business.
This is contrary to the statements of Dong Yuhui and Yu Minhong, and there were doubts for a while, Dongfang selected many fans, and many netizens were leading the rhythm.
Are you lying?Or are Dong Yuhui and Yu Minhong lying?
There are many netizens @Yu Minhong who questioned it
In order to appease fans and netizens and calm down the controversy, Dong Yuhui responded jokingly during the live broadcast: Our "Hu Reply" in the comment area who thought he knew the business very well made many friends feel uncomfortable, I have communicated with Yu Minhong and the team, and I hope everyone will continue to support Dongfang Selection.
Fans were appeased, but Dongfang Selection's rose again.
"Aggrieved", "unbearable", "no reply", and gave a detailed introduction to the attribution of many "small essays".
It's comfortable, but fans see this attitude and quit.
Six-figure fans poured into Gaotu's live broadcast room and sent a splash of wealth, and some people suggested that Gaotu dig Dong Yuhui over.
Chen Xiangdong, chairman of Gaotu, responded: "Dong Yuhui is not used for digging, Dong Yuhui is used for love." ”
At this time, the question evolved from "who wrote the small essay" to "how Dong Yuhui was treated and whether he was bullied".
Sun Dongxu, the CEO of Dongfang Selection, also known as "Dongfang Xiaosun", saw that the situation was not right, and threw his mobile phone aside during the live broadcast and held a meeting for fans.
At the live broadcast conference, Dongfang Xiaosun mainly talked about four points about the incident:
First, about the "small composition". There are three modes: self-writing, team writing, and co-creation by Dong Yuhui and the team.
Second, about. Inappropriate team communication, emotional at work, to criticize.
Third, about Dong Yuhui. Dong Yuhui's mood was affected by the incident and will not be broadcast for the time beingThe company does not owe Dong Yuhui in terms of treatment, and his annual salary is more than tens of millions.
Fourth, about the fans. Dongfang Selection resolutely said no to Fanquan Culture, hoping that some fans would stay calm.
Dong Yuhui also immediately released a thousand-word long article.
There are three modes of small essays: self-writing, team writing, and co-creation.
He also said that the company is good to him, he is still young, and hopes that everyone will criticize and put forward more opinions, and continue to support Dongfang Selection.
So far, the "Oriental Selection Infighting" has been displayed in front of hundreds of millions of netizens.
face and lining".
All companies encounter various crises when developing.
But what escalates the war and expands the crisis is often the way the company handles the crisis.
This year alone, there are two ways to deal with the country's chickens and Hua Xizi.
In the face of negative public opinion about work mistakes, the former responded generously and generously invited thousands of netizens to dinner.
The latter faced the controversy of "79 yuan eyebrow pencil is more expensive than gold", but he did not respond sincerely, and staged one crazy literature after another.
As everyone knows, it is the self-deprecation of cattle and horses beating workers, not a talisman used by companies with hundreds of millions of revenues to confuse the public.
As the CEO of the company, when the company is facing a public opinion crisis, Dongfang Xiaosun should respond to the concerns of fans, deal with possible internal contradictions, manage the team well, and let Dongfang Selection develop steadily.
But he didn't deal with it at the first time, but watched the public opinion expand wave after wave.
After that, although Dongfang Xiaosun responded to the public opinion controversy, the way was really inappropriate.
First, Dong Yuhui's salary should not be announced. Dong Yuhui's specific annual salary, whether it is Dong Yuhui or Yu Minhong, has never been announced.
This is still confidential within the company, not to mention that all netizens know that "Dong Yuhui's annual salary is more than tens of millions".
Second, Dongfang Xiaosun's attitude is really not good.
Fans supported Dongfang Selection with real money**, and placed orders for various agricultural products in their live broadcast room, which is a real consumer and a parent of food and clothing.
put it in other anchors, there are already "family members", and they want to "send benefits to their families".
But Dongfang Xiaosun put himself in the position of a superior and taught fans with the posture of a leader.
During the live broadcast, he threw his phone on the table and said, "I am indeed here for a meeting today", and his expression was serious and his tone was serious.
This is similar to asking fans during the live broadcast, "Sometimes find your own reasons, whether your salary has risen over the years, and whether you have worked hard", and they all bring the "boss" to do it.
In "The Grandmaster", Zhao Benshan has two very well-known lines.
In one door, if someone is a face, someone must be a lining. ”
You can't get a little dust on your face. If the blood is shed, the inside has to be contained, and it can't be contained, and it leaks to the face, which is a major event to destroy the faction and destroy the door. ”
Source: "The Grandmaster".
The former is talking about the division of labor, saying that people live for a lifetime, and the times dictate.
The latter means that the face must not be stained with dust, and that the division of labor has not been completed.
Dong Yuhui has written small compositions, but he has never said that all small compositions are from him;The message released by the official account of Dongfang Selection is the same as Dong Yuhui's statement.
Their "disagreement" is whether to disclose who created all the essays and "if so, what kind of disclosure method should be chosen".
This kind of "disagreement" is not a disagreement, and it should have been discussed within the company a long time ago, rather than never being discussed clearly, and it was put on the table for several back-and-forth in a few days.
The results of the relevant processing of Dongfang Selection made a lot of noise, not to make the face dusty.
It is to make the face full of blood, let everyone know the battle between the Qi Sect and the Sword Sect of the Huashan faction, and let other sects see the jokes and take advantage of the weakness.
Yesterday, Yu Minhong responded, saying that there was a serious lack of professionalism, that Xiaosun was not mellow, and that there were loopholes in the company's management, and apologized to Dong Yuhui.
Subsequently, Dongfang Xiaosun also released **, apologizing to the majority of netizens.
In terms of events, it can be said that the dust has settled, but in terms of follow-up, it is far from over.
Because once the face is stained with blood, it is not something that can be removed by spitting on one's face.
How far can Oriental Selection go.
In the past few years, the live broadcast industry can be said to be bloody.
*, Douyin, and Kuaishou's major platforms all want to eat as much of this fat as possible.
Several head anchors have also had their own experiences: some tax evasion and tax evasion have long been suspended;Some are deeply involved in public opinion, and their reputation is not as good as before;Simba and Kuaishou have conflicts every three or five times;Luo Yonghao temporarily left the live broadcast and started a business again ......
At the end of 2021, New Oriental will transform into Oriental Selection and will fully enter the live streaming industry.
The first wave of traffic was brought by Yu Minhong.
He quit a large number of campuses and donated nearly 80,000 sets of tables and chairs, which won the praise of many netizens.
Yu Minhong's attributes of top KOLs have allowed Dongfang Selection to complete a breakthrough from zero to hundreds of thousands of fans.
The second wave of traffic was brought by Dong Yuhui.
When he first got involved in live broadcasting, he was quite embarrassed, he didn't say anything unprofessional, and he resolutely didn't shout the "321 link" that the anchors were shouting, which was particularly unusual.
One day in June 2022, he found that there were more viewers in the live broadcast room than usual, so he begged everyone not to leave.
also laughed at himself for looking like the Shaanxi Terracotta Army, and wanted to tell the audience words, and worked hard to keep the audience.
When selling books, he said that life is like a marathon.
Short-term intelligence, medium-term perseverance, long-term physical strength. Don't feel that you are lagging behind, use the mentality of a marathon, live your life, you are slow for a while, don't be anxious. It depends on whether you and I are seventy or eighty years old, and we still have the courage to carry a hoe and plant oranges on the mountain. ”
When selling rice, he asks everyone to cherish the people in front of them.
Later, I met many people who were not like you, heard many stories that were not as good as you, and ate many kinds ......of food that were not as good as your craftsmanshipDon't take a lot of things Xi for granted, and once you Xi take it for granted, you will lose a lot of the ability to perceive happiness. ”
The former New Oriental teacher, known as the "Terracotta Warriors Anchor" and "Zhongguancun Jay Chou", created the "Knowledge Delivery", which was reported by many **, allowing Dongfang Selection to have more than 10 million fans within a week.
Since becoming the head anchor for more than a year, Dong Yuhui is highly bound to Dongfang Selection, and is on par with Li Jiaqi, Luo Yonghao and others in terms of public awareness.
Dong Yuhui once brought the company's stock price back to life, and Yu Minhong sent a special WeChat message to thank him.
Dong Yuhui's copywriting selling corn is out of the circle
Unlike head anchors like Li Jiaqi, Dongfang Selection does not charge pit fees when bringing goods in live broadcasts, in addition to Dong Yuhui, there are many anchors such as Yoyo, Mingming, and Qiqi.
As far as the market is concerned, capital is more disgusted with path-dependent companies, and is afraid that the core people will leave, so that they will collapse (just like Lehua was jokingly called "Han Geng shares" in the past few years, and in recent years it has been jokingly called "Wang Yibo shares", and the listing process is very difficult).
Therefore, Dongfang Selection eliminated the label of "Yuhui strongly recommended" on the book as early as possible, and deleted the "square-faced teacher" on the steak packaging bag.
The company's planning route is obviously "de-Dong Yuhui", as well as product priority and team operations.
In terms of career development, after graduating from Xi'an Foreign Chinese, Dong Yuhui worked in Xi'an New Oriental, and later became the youngest English teaching and research director of New Oriental, when Sun Dongxu was the principal of Xi'an New Oriental, and later became the vice president and CEO of New Oriental, and was Dong Yuhui's big leader from beginning to end.
According to New Oriental employees, Sun Dongxu's work style is relatively tough, so it is not difficult to understand that he has been talking to everyone with a straight face.
But from New Oriental to Oriental Selection, from New Oriental famous teachers to anchors, different industries also mean different identities.
Regardless of whether Sun Dongxu and Dong Yuhui have been superiors and subordinates for many years, and how good their personal relationships are outside of work, they cannot ignore the characteristics of live broadcasting.
Whether the anchor can bring goods or not depends on personal charm.
There are many similar statements
It is how much emotional value the anchor can bring to fans, so that fans are willing to place orders in his live broadcast room, rather than others.
Dong Yuhui has the personal charm that Dongfang selects other anchors does not have, has many fans, is hot, and is the most capable head anchor to bring goods, which is an established fact.
Just like the dispute between Li Ziqi and Wei Nian, the dispute between Li Jiaqi and the beautiful wrist, the parting of ways between director Xiao Ce and Zhu Yi, who has more say in the head anchor (core figure) and the company and how to distribute the benefits has always been a big problem.
In April this year, Oriental Selection distributed equity incentives worth more than 800 million Hong Kong dollars to 154 people.
Although more than 100 people other than Yu Minhong and other executives did not announce the details of the incentives, according to an exclusive report by Tencent News "Deep Web", Dong Yuhui's annual salary is 10 million before tax, and tens of millions of options will be lifted in April next year.
Source: Tencent News "Deep Web".
As for the revenue created by Dong Yuhui, whether the salary is more or less is a matter of opinion.
Some companies offered a sky-high price of 200 million a year to poach people, but Dong Yuhui did not agree.
It can be seen that Dong Yuhui and the company have no disputes over the distribution of interests.
As Dong Yuhui himself once said, he was very satisfied with the salary given by the company.
But for such a big company, just because he doesn't have disputes doesn't mean that others don't.
The problem of incentive distribution and route will inevitably lead to emotions within the company, and the "small composition" is the manifestation of emotional externalization.
The right to speak is naturally the same, whether he wants it or not, fans will be curious and care, and the "small composition" incident is also proof.
On December 9, the total number of fans of Dongfang Selection was still 31.16 million, but on December 14, the number of fans of Dongfang Selection fell to 30.86 million, and the number of fans dropped by nearly 300,000 in five days.
As of Xiaoshi's press release, Dongfang Selection fans fell to 302670,000, which is higher than the total amount of powder lost in the past five days.
What's even more terrifying is that if you refresh it every hour, you will find that the number of fans of Dongfang Selection is tens of thousands lower than the previous hour.
Illustrates that the aftermath of the incident is far from over.
Dongfang Selection's share price was also affected, evaporating billions of Hong Kong dollars in just a few days.
In stark contrast, Gaotu has risen by hundreds of thousands of fans in just a few days, and its stock price has risen by as much as 72%.
In yesterday's statement, Mr. Yu said it was a trivial matter internally and was just mishandled.
But why are ** scrambling to report, and why are netizens hotly discussed?
That's because everyone understands that for Dongfang Selection and Dong Yuhui, this is actually a big thing.
If you don't realize the personal charm bonus of the head anchor, you can't handle the emotions of fans well, you can't balance the relationship between the two routes of "team combat" and "head anchor", and you can't solve the problems caused by walking on two legs. It is difficult for Dongfang Selection to go long on the road of live broadcasting. The lessons of the past are already in front of us, will Dongfang Selection be the car behind the mistakes of the past?