Article First Publication ChallengeOn the evening of December 11, fans of Dongfang Selection's anchor Dong Yuhui poured into Gaotu Jiapin's live broadcast room, which caused the number of people in the live broadcast room to surge. These fans are not because Dong Yuhui jumped to Gaotu, but to select "call the board" to the East. They thought that Dongfang Selection's treatment of Dong Yuhui was unfair and stabbed Dong Yuhui in the back.
According to reports, Dongfang Selection said in the comment area that Dong Yuhui's small essay about Jilin was written by the team. This made Dong Yuhui's fans feel very dissatisfied, thinking that this was disrespectful to Dong Yuhui.
This incident had a great impact on Dongfang Selection's live broadcast performance. On December 11, the number of ** people in the Dongfang Selection live broadcast room was only 8.18 million, while the data in the previous three days was 12.1 million to 16.91 million. On the same day, the stock price of Oriental Selection was **713%。This shows that the emotions and attitudes of Dong Yuhui's fans have affected their ** and consumption behavior of Dongfang Selection.
In response to this incident, Dong Yuhui issued a long response in the early morning of the 13th. Sun Dongxu, CEO of Dongfang Selection, also responded to the matter in the live broadcast room. They said the company would take the issue seriously and take proactive steps to address it. At the same time, they also called on fans to remain calm and rational, and not to affect the operation and development of the entire company because of personal emotions.
Dong Yuhui This incident was originally 12No. 6 asked and answered himself in the comment area, saying that everyone was curious about who the copywriting came from, and then said that the copywriting had a team. This behavior attracted the attention of many netizens, and they went to the live broadcast room to ask Dong Yuhui.
12.On the 8th, Dongfang Xiaosun released a snowball fight with Dong Yuhui to relieve tension.
12.On the 9th, Dongfang Xiaosun and Dong Yuhui explained the matter during the live broadcast, saying that the two just chatted, had a snowball fight, and had a good time.
However, 12On the 10th, this person couldn't stand the criticism and complained directly about Dong Yuhui in the comment area, saying that he was a tuba, and the director liked to cooperate with Dong Yuhui very much, but some people abused themselves online.
12.On the 12th, Dongfang Xiaosun went online during the live broadcast and criticized fans, thinking that they were ignorant and not on the air, and said that they would resolutely resist the fan circle culture.
As a fan of the first batch of live broadcast rooms selected by Dongfang, I have a few opinions:
1.As an official account with 30 million followers, the content published by Dongfang Selection should be strictly reviewed. For the majority of fans, they will not pay too much attention to whether Dong Yuhui writes the copywriting himself, nor do they think that Dong Yuhui's recommendation of each product is used personally. After all, this is a time of possibilities and diversity. Management has two problems in this regard. First of all, the copy is released directly without review, which not only does not comply with the company's norms, but also easily causes misunderstandings and questions. Secondly, it is indeed inappropriate to have such a management account that may be emotional and misbehaving at any time.
2.After a snowball fight, the employees of the Oriental Selection Company actually lifted the table twice, which was undoubtedly a major mistake. Generally speaking, if an employee flips the table once at work, it is considered a major mistake. However, the employees of Dongfang Selection actually lifted the table twice in a short period of time, which is undoubtedly a serious damage to the company's image.
3.The education and training industry has entered a cold winter in 21 years, and New Oriental has also begun to transform at the end of the year. Yu Minhong led the team to start a business again, and at the beginning of 22, Dong Yuhui made a name for himself on Douyin and successfully opened up a new path. At that time, there were serious problems in the management of the ** chain selected by Dongfang, such as the problem of corn and prawns that were in a uproar at that time. Faced with this situation, Dong Yuhui personally responded, and also said the view that "the grain is cheap and hurts the peasants". Later, Dongfang Selection has been working hard to Dong Yuhui, as a listed company, this is a very normal business decision. However, the success of Dongfang Selection is inseparable from Dong Yuhui's contribution. The current Dongfang Selection is essentially the same thing as companies such as Meione and Three Sheep.
4.Dongfang Xiaosun, as the CEO, on the one hand, promotes the de-Dong Yuhui, on the other hand, he is pursuing the de-Douyin, plus this incident, he is enjoying the dividends brought by Dong Yuhui, Yu Minhong and fans on the one hand, on the other hand, he goes to Dong Yuhui, allows the people below to attack Yu Minhong, and then comes forward to scare the fans. This series of operations not only damaged Dong Yuhui's image, but also damaged the reputation of Dongfang Selection.
5.Dong Yuhui is a funny character with high knowledge and high emotional intelligence, just like celebrities and Internet celebrities, they are all personalities. As a result, fans buy products selected by Dongfang, which is itself to buy emotional value, and if you scold fans, it will naturally cause dissatisfaction.
Finally, I would like to say that although the East is going to go to the fan circle, this is indeed the fan circle culture. The reason why Dong Yonghui is so popular is half of the brand of New Oriental, and half of it is the emotional value of the fan circle. After eating the rice circle, you still have to scold the rice circle, the result is that the stock price has dropped by half, and the fans have dropped by half, and then it depends on how Dongfang chooses next.
After all, the online world is like this, once you become popular, there will inevitably be some irrational netizens who will do something bothersome under the banner of "for your good".
If you really want to stay sane and pay attention to the value of the product, you may lose some people's attention and affection. Because in this fast-paced Internet age, people tend to be more inclined to focus on content that can quickly catch their attention, rather than deep thinking and rational analysis.