In the face of the Internet celebrity economy, entrepreneurs are destined to be humble and employees are destined to be small. In the eyes of fans, they are dispensable.
Yu Minhong's Oriental selection is teetering. The latest news, after Dong Yuhui's return last night, Yu Minhong started a new round of reforms, such as raising the anchor's salary.
Although Dong Yuhui is back, it is generally happy, but if I am Yu Minhong, there will be some corner of my heart.
The disappointment lies in the fact that since Dong Yuhui led the fire to the East after the selection (20226.9) After one and a half years of evolution, the company still relies so much on Dong Yuhui's personal value, but the company's value is rarely seen.
This "value transfer operation" is basically a failure.
As an e-commerce company that sells products, it can be imagined that the first chain is important, the products are important, and the efforts of more than 1,400 employees are important, but all these efforts are still not as important as Dong Yuhui.
If Dong Yuhui's fans are regarded as a KA customer (big customer), then the current situation of Dongfang Selection is: there is only such a KA customer, and more than 1,000 people in the company rely on him to live. What's even more dangerous is that this KA customer only recognizes Dong Yuhui, does not recognize Dongfang Selection, does not recognize Yu Minhong, and does not recognize the original CEO Sun Dongxu.
Yu Minhong is fortunate in some times, and a little sad in the times. At the time of the great ebb of K12, the Internet celebrity economy saved Dongfang Selection, but this "rescue" must only be temporary.
Dong Yuhui cannot continue to be popular, if you want to build a long-lasting business, you must complete a goal: first rely on Dong Yuhui, attract the attention of users, and then use the products selected by Dongfang to retain users for a long time.
In my eyes, this is the most perfect idea: to use Dong Yuhui as the brand spokesperson (short-term), and the product as the value as the long-term weight. When Dong Yuhui is not popular, he will support other brand spokespersons, which can be his own anchor or someone else's anchor to complete the value transfer.
So, when Yu Minhong and Dong Yuhui broadcast live in the same frame yesterday, I was happy for him. But at the same time, I felt anxious for him, because greater danger was coming. Because, the most perfect idea cannot be realized for the time being.
Then there is another way: to support Dong Yuhui as the company's spokesperson for interests, rather than as a brand spokesperson.
Since this big customer only recognizes Dong Yuhui, it is good that Dong Yuhui's interests can be deeply bound to the company, so that identifying with Dong Yuhui is agreeing with Dongfang Selection.
It needs to meet several conditions:
1. Support Dong Yuhui as a core executive, such as the company's CXO, and let him be responsible for the company's operation.
2. Give Dong Yuhui a considerable proportion of shares and make him the boss of the company.
The core purpose of these two measures is to let Dong Yuhui and the company share the hardships, turn the two into one, and let Dong Yuhui's fans love the house and Wu.
But this road is obviously not as easy as the first one, and the probability of failure is extremely high.
First of all, in the ideal case, all the commercialization goals will be achieved, but there is one goal that must not be achieved: companies that rely heavily on personal IP will have a relatively poor outlook for the capital market.
Oriental Selection is a Hong Kong-listed company (market capitalization of HK$26.6 billion). What are its future prospects?Also, is this what Yu Minhong wants?
Secondly, a relatively common outcome is: Dong Yuhui's experiment failed. There are two big risks here.
The first common risk is: After Dong Yuhui takes the position, what if he is not popular one day?This is a high probability event.
Let's look at past cases, most of the series of Internet celebrity anchors represented by Wei Ya will embark on the road of overturning.
According to Shell** data, the average lifespan of Internet celebrities is 6 months. According to Pencil Road data, the company's growth cycle is more than 6 years (TOC), and the company in the TOB business is more than 13 years.
Can Dong Yuhui be popular for so many years?
The second common risk is: even if Dong Yuhui can be popular for 10 years, can his ability growth keep up?According to the rules of normal business, it is better for enterprises not to train people, but to choose the right people.
Judging from Dong Yuhui's emotional reaction this time, he is not the chosen son of CXO, whether he can be cultivated to see how he can create. Even if it is cultivated, it will take longer than those "chosen ones", and the opportunity is fleeting, will the company be able to seize the "time" of the times in the future?
So, I can very well understand the thoughts of the former CEO and the mood of "and the team behind the scenes".
From the perspective of the end of the enterprise, the best policy of Dongfang Selection is to take the first road, that is, to support Dong Yuhui as the brand spokesperson (short-term), and the long-term value depends on the creation of the organization.
Under this kind of soil, "" will have this kind of thinking: long-term value is created by the team, not the anchor. And the former CEO Sun Dongxu is the cultivator of this soil, and the result of this treatment is: he was dismissed.
The above marks the failure of the exploration of the road of "brand spokesperson".
In the face of the influencer economy, entrepreneurs are humble.
Yu Minhong is humble, maybe he is very humble on weekdays, but he should not be as humble as he is now.
The chairman of a listed company, in order to take care of the emotions of an excellent colleague, can work so hard that he even does not hesitate to publicly criticize and dismiss the executives who have followed him for 16 years.
Sun Dongxu is humble.
He joined New Oriental (2007) after graduating from his bachelor's degree, followed the comprehensive transformation of New Oriental, and became the **CEO of New Oriental at the age of 34. Judging from the results, he cultivated the soil, and Dong Yuhui took root from his soil, and the two are the relationship between Bole and the dark horse. I think he has a contribution.
But judging from the results, on the one hand, he was dismissed, and on the other hand, he was attacked by many netizens. And the boss, who has followed him for 16 years, only cares about comforting Dong Yuhui, and doesn't say a word to himself in public.
Of these two entrepreneurs, one is busy calming the anger of fans and running around, and the other has become a laid-off person, and no one cares. Both are entrepreneurs, but in the face of the Internet celebrity economy, they seem to be of humble value. In the eyes of fans, they are even dispensable.
Every time I think about this, my heart is infinitely complex. On the one hand, I am happy for Dong Yuhui and happy for Dongfang Selection;But on the other hand, I also mourn for them.