Produced by Tiger Sniff ESG Group.
Author Yuan Hike.
Header diagram cfp
It seems that the "small composition" incident of Dongfang Selection is about to come to an end.
At noon on December 16, Dongfang Selection's Douyin official issued a major announcement, announcing the removal of Sun Dongxu as executive director and CEO of Dongfang Selection, and Yu Minhong concurrently served as CEO of Dongfang Selection.
The cause of the incident was not big in the first place. One invited credit many times in the live broadcast message area, saying that Dong Yuhui's copywriting also has its own credit. This is regarded by fans who love Dong Yuhui as stealing the limelight and disrespecting Dong Yuhui. Although Dongfang Selection has been "saved" many times, fans feel more and more that the company has not given Dong Yuhui and fans enough respect. CEO Sun Dongxu is also one of the company's "top" anchors, not as popular as Dong Yuhui with fans, but in the subsequent clarification**, he bombarded the fans' "fan circle" behavior, and treated Dong Yuhui as a subordinate.
If Sun Dongxu also has his own fan circle, then this will evolve into fans of different idols pinching each other. However, this war is purely one-sided, and the anger of Dong Yuhui's fans is about to overwhelm the CEO and Dongfang Selection itself.
On December 14, some people claimed that "Dongfang Selection wants to choose one of the two between CEO Sun Dongxu and Dong Yuhui, leaving only one", and then Yu Minhong and Sun Dongxu denied the rumor respectively. But in the end, Dongfang Selection still came to the step of "choosing one of the two".
Can this help Dongfang Selection survive this crisis?
Fans are still not satisfied.
It can be said that "ousting Sun Dongxu" is what offended fans want to see the most. But judging from the follow-up reactions of netizens, there are still many people who are not satisfied, and even began to entangle details such as "the announcement of the recall of Sun Dongxu did not have an official seal".
Judging from the reactions of netizens, there are currently two mainstream attitudes: the first is that as long as Dong Yuhui comes back, he will still pay attention to Dongfang Selection;The second said that he would never watch the live broadcast of Dongfang Selection again anyway. To further redeem public opinion, in addition to inviting Dong Yuhui back, the company may also need to design a more appropriate plan
Looking back now, it was a helpless mistake for Dongfang Selection to choose to point the finger at the "fan circle culture" at the beginning.
Dongfang Selection's intention is not to rely on the fan economy of "big anchors".I hope to make fans rational people
The lessons from the past are clear. The live broadcast brand led by the big anchor is overly dependent on the public image of the celebrity anchor himself, and there is a high probability that there will be problems in the long run. In other consumer industries, brands are also more cautious when choosing celebrity endorsements due to this risk, and even no longer look for spokespersons.
In addition to the lessons of the industry, Dongfang Selection also has some insistence. As a well-known "literati company", Dongfang Selection's "anti-consumerism" stance is relatively well-known. At the beginning of its establishment, the company chose the agricultural product track in line with the feelings of rural revitalization, hoping to establish a balanced relationship between farmers and consumers, and between high-quality agricultural production and consumption.
Out of this rationalism, Dongfang Selection does not stimulate users to consume impulsively, and the intensity of bringing goods is not as high as that of other anchors of the same level, and in addition to bringing goods, knowledge or content value is added in the live broadcast.
Dong Yuhui himself is well aware of the company's original intention. He once said in an interview with CGTN: "If I get paid too much, then I may have to pay more. I may have to try to convince people to buy too much of what they don't need. It's definitely against my values
However, just because you want users to be rational doesn't mean that users are really rational people
The current success of Dongfang Selection essentially depends on the path of the Internet celebrity economy. A large number of users continue to pay attention to and repurchase just out of their love for Dong Yuhui, and they maintain Dong Yuhui very emotionally. On the contrary, the company hopes to build user stickiness around the advantages of product selection and ** chain, which has not yet been realized.
As a rational person, there is reason to think that there is no insurmountable gap between Dong Yuhui and the top management of Dongfang Selection. Anyway, the anger of the fans pushed the matter to the end of "one of the two".
Dongfang Selection should re-evaluate its idealism and not take its vision as reality. How to coax fans and insist on your own rationalism?Is this a two-way ending really possible?
There is an urgent need to revalue Dong Yuhui.
Even if Dongfang Selection can invite Dong Yuhui back and try to calm the anger of users, the company's catastrophe is far from over.
From the perspective of the company's diversification of business risks, Dongfang Selection's intention to "de-Dong Yuhui" is certain, but "de-Dong Yuhui" is bound to cause dissatisfaction among fans.
On December 15, in the midst of the crisis, Dongfang Selection responded to a number of ** that this ** crisis exposed the conflict between the two models of Internet celebrity model and product route of Dongfang Selection. According to the companyStick to the product lineIt is the best choice to respond to doubts.
Sticking to the product line is essentially not relying on the IP of big anchors. In 2023, Dongfang Selection will spare no effort to build its own first-class chain capabilities, and launched a paid membership service in October, hoping to replicate the membership-based retail models such as Sam's and Hema to ensure the repurchase of users in this way. The price of paid membership is 199 yuan a year, and the exclusive rights and interests of members include 88% off 100 self-operated products, 12 membership coupons a year, 66 yuan coupon package entrance gift, etc., which is expected to save up to 12,000 yuan a year.
There are still a lot of doubts about the new attempt. Some netizens asked: "Let me pay to watch the live broadcast with goods?"."At present, it is believed that if Dongfang Selection wants to establish this membership system, it also needs to build a much stronger chain and product research and development capabilities than now.
In the company's 2023 annual report released in September, Dongfang Selection announced the relevant staffing: as of May 31, 2023, the number of self-operated products and live broadcast teams was 1,103, including 346 people in the ** chain and product teams. (We can roughly guess from this that the company's products and the number of live broadcasters are about thirty-seven;.)At the same time, the company's product team may expand in the second half of 2023. ）
Regardless of whether the product route envisaged by Dongfang Selection can be expanded, another serious problem is how to find the most suitable position for Dong Yuhui while promoting this routeHow to "de-Dong Yuhui" in the process of not depreciating Dong Yuhui's personal value?
At present, many people are discussing whether Dong Yuhui can take his fans to Gaotu Jiapin, make a friend, and continue to be a "competitor" such as Gaotu Jiapin, Make a Friend, and Scholar Youpin, and I don't know how much of a joke is in this discussion. But among the many "competing products" that are gaining popularity, it is also rumored that a big platform like JD.com has issued an invitation to Dong Yuhui. Luo Yonghao said that he saw his young self in Dong Yuhui, and if he could travel back, he would like to help him at that time. "If Mr. Dong Yuhui himself wants to start a business, I am willing to save a bureau with some friends who do investment and business to support him to start a business smoothly. ”
This may mean that in addition to being an "Internet celebrity with goods", Dong Yuhui can also take on a more constructive role. What is the specific role of Lao Yu, it will test Lao Yu's strategic thinking. In this "literati company", in addition to money and the company's vision, is there any special way to retain this essentially big Internet celebrity?Looking forward to Yu Minhong's answer.
Three risks of Oriental selection.
Oriental Selection said bluntly in the annual reportThe company faces three major risks: ** risk, product and service quality risk, and compliance risk
*The risk has been exposed in this incident. The second "product and service quality risk" has also broken out many times in the past year, such as Dongfang Selection once sold farmed shrimp as wild shrimp, peaches with moldy and long hair, etc., and was also questioned about the false propaganda of cashback red envelopes and Wuchang rice.
The third type of compliance risk has also been exposed recently. For example, if the company is overly reliant on the Douyin platform, it will also bear the risk of changes in the platform's traffic policyIn August, there was also an incident in which the Internet celebrity "Iron Head" reported New Oriental's illegal training.
Therefore, the success of Dongfang Selection in the 2023 fiscal year is a bit magnified. The real situation is more likely to be that Dongfang Selection is walking on thin ice.
Dongfang Selection and New Oriental were able to overcome the previous difficulties because many sympathizers hoped that Lao Yu's myth of struggle could come true. Next, will Dongfang Selection continue to be favored by fans and be protected, or will it be eaten up by its strong dissatisfaction?
There's a long way to go. The users selected by Dongfang are not all Dong Yuhui's "mothers-in-law".
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