No one expected that the seemingly trivial "small composition" author dispute,actually triggered a public opinion "avalanche" of Dongfang Selection.
According to the whip bull, a screenshot of the chat leaked from the inside shows that Sun Dongxu, CEO of Oriental Selection, has asked Yu Minhong for instructions and does not want Dong Yuhui to return to Oriental Selection. Yu Minhong needs to choose between Sun Dongxu and Dong Yuhui.
Source: Bullwhip.
However, according to Sina Technology, Yu Minhong denied this, saying, "It's okay, it's not so serious." Dong Yuhui responded to Jiupai Finance and Economics on this, and it is inconvenient to respond for the time being. Sun Dongxu also denied the above rumors, and responded to Interface Education, saying, "Rumors, there is no such thing. ”
The only reality that can be perceived by the outside world is,Dong Yuhui has not appeared in the Dongfang Selection live broadcast room for several days. According to "Southern *** News", Dongfang Selection said that Dong Yuhui is still working for Dongfang Selection, but it should not be broadcast in the near future.
In the face of the contradiction between Dongfang Selection and Dong Yuhui caused by the "small composition", on December 14, Yu Minhong personally apologized to Dong Yuhui in his response, admitting that there were big loopholes in the company's management, saying that he lacked professionalism and CEO Sun Dongxu was "not mellow enough".
Yu Minhong also expressed his gratitude to netizens and fans for their love and support, "Without the support of fans and netizens, Dongfang Selection would have been wiped out long ago." Regarding the fan circle culture, Yu Minhong said that he did not think that Dongfang Selection had a fan circle culture, and resolutely resisted the fan circle culture, and finally called on everyone to speak rationally.
Dong Yuhui, who was not on the air for a few days, changed his Douyin introduction, from "I used to be a teacher, now I am a salesperson" to "Don't will, don't be, don't be solid, don't be me", and the IP shows that he has returned to his hometown Shaanxi.
Before Yu Minhong stood up to set the tone for the current turmoil, Sun Dongxu, CEO of Oriental Selection, chose to respond to the controversy in the live broadcast room on the evening of December 12, which not only affirmed Dong Yuhui's contributions, but also maintained the creative efforts of other anchors and behind-the-scenes teams, and even further revealed that Dong Yuhui's income was more than tens of millions of yuan as reported on the Internet.
At present, even with Yu Minhong's tone, the contradiction between Dong Yuhui and Dongfang Selection is far from final. The last super individual who finally broke up because of the trouble and the MCN agency behind it was Li Ziqi and Wei Nian. At present, the crisis of Dong Yuhui and Dongfang Selection seems to have a tendency to evolve in this direction:How to re-engage in "sharing the cake" of power and interests with super anchors like Dong Yuhui has become a key problem that Dongfang Selection and Yu Minhong urgently need to solve.
"Fanquan Culture" not only became a catalyst for intensifying the contradiction between Dong Yuhui and Dongfang Selection, but also caused a large number of Dong Yuhui fans to run to support another live broadcast room for the transformation of education and training.
Within an hour of the start of the broadcast on the morning of December 14, 1 million people poured into the live broadcast room of Gaotu Jiapin, constantly swiping the messages of "supporting Dong Yuhui" and "standing in line with Dong Yuhui". At the same time, the fans who stayed in the live broadcast room of Dongfang Selection swiped the screen in the barrage area with remarks such as "let's disperse", and encouraged the anchor Yoyo who was in the live broadcast to jump ship.
Since December 9,Dongfang selected 350,000 fans, Gaotu Jiapin increased 440,000 fans, and Dong Yuhui's personal Douyin fans increased by 500,000.
Regarding the fan circle culture, Dong Yuhui and Sun Dongxu, CEO of Dongfang Selection, both expressed their resistance to it. On the surface, the problem of Dongfang Selection is the fan circle behavior of Dong Yuhui's fans caused by "who wrote the small essay", but it can be seen from the demands of Dong Yuhui's fans and Sun Dongxu's responseThe core issue is still in Dongfang's selection of what kind of treatment should be given to Dong Yuhui.
In response to the question raised by fans about "why does the company treat Yuhui badly", Sun Dongxu said in his response, "The company recognizes Dong Yuhui's contributions, and there is no deficit in his treatment, and his annual salary is not only tens of millions of dollars on the Internet, which is only part of Yuhui's income." Our company has been using practical actions to express its high recognition of Yuhui. ”
However, according to a high-level person from New Oriental who broke the news to Tencent News "Deep Web", Dong Yuhui's income is composed of annual salary plus optionsAt present, the income received is about a few million after tax, less than 10 million. Among them, the share options awarded in April this year have not yet been issued, and the first batch of options is expected to be lifted in April next year.
Whether it is Li Ziqi and Wei Nian, Li Jiaqi and Mei Zhang, or the current Dongfang Xuan and Dong Yuhui, a common question between them is: how should MCN institutions coexist with super individuals?When a company produces a super-individual, how should the interests of the two parties be distributed to maintain a new balance?
Although Dong Yuhui and Dongfang Selection are rejecting the fan circle culture, Dong Yuhui even called on fans not to build fan groups, but it is undeniable that some of their fans have been invaded by the fan circle culture, which is manifested in the typical fan circle behavior of some fans, as Yu Minhong said in his response:This does not exclude a small number of people with ulterior motives who deliberately come to the platform to destroy the atmosphere and environment, make extreme remarks about swearing, and even form small teams to constantly swipe the screen with bad abuse and language. ”
Behind the birth of the fan circle behavior, it is inseparable from the similar reality that a number of big anchors have become popular with the help of the fan economy. In his book Understanding Popular Culture, American communication scholar John Fisk defines a fan as an over-the-top reader. He believes that fan behavior is often active, participatory, and fanatical. To some extent, this explains the positive impact of the fan economy on Dongfang Selection, ensuring stable sales in the live broadcast room.
However, in the process of "addiction" star chasing, some fans will have a strong emotional attachment to idols, and tend to be immaculate idols, so that they fall into a state of obsession to maintain idols, which eventually leads some fans to make fan circle behaviors, typical manifestations are organizing voting, supporting, data rankings, meeting people, anti-black control evaluations, etc., creating heat, maintaining the image of idols, and enhancing the commercial value of idols.
In a screenshot of the document "Suggestions for Spontaneous Organization Activities in Sichuan Outfield in Aihui District" circulated on the Internet, Dong Yuhui's "mothers-in-law" spontaneously organized and divided labor activities to promote Dong Yuhui, such as "communicating directly with the on-site operation staff and clearly expressing needs"."The on-site and rear groups are synchronized and linked, cooperate together, strengthen publicity, and guide the best direction"."Promote Dong Yuhui's positive energy, distribute fans, and give passers-by and mother-in-law on the first anniversary of Amway Dong Yuhui's out-of-the-circle appearance."
When Dong Yuhui broadcasts live, some fans will make a list to make data;In the selection of outstanding young people in some places, or in the topic of "Are you still paying attention to Dong Yuhui" on Weibo, some fans will spontaneously organize votes on social platforms.
In a screenshot of a large group of books selected by the East,There are also fans who are organizing publicity, control reviews and courtesiesPromote Dong Yuhui's out-of-the-circle clips, speeches, positive energy** and cultural tourism essays, actively guide and control comments, and concentrate on dealing with black fan comments.
Last year, when Internet big V Chu Yin commented on Dong Yuhui's popularity, Dong Yuhui's fans were dissatisfied with the comment "Dong Yuhui is at the level of Reader's Digest", so much so that Chu Yin later posted several Weibo posts in a row, using the comments of some fans "Do you know how hard Dong Yuhui works?".Do you know how difficult it is for him" to show that he does not oppose Dong Yuhui, but he opposes the creation of gods, and he hates the set of things in the rice circle. The turmoil ended with Chu Yin's apology.
Box lunch finance reported in July last year that the phenomenon of fan circle culture invading the Oriental selection, especially when the anchors were handing over **, there were often comments on "expelling the anchor" and "calling Dong Yuhui" in the live broadcast room, not only fans scolded Dong Yuhui and the anchor Yoyo's cp, but also fans angrily scolded Yoyo for "scheming", comparing it with "the attitude of the yoyo teacher towards Dong Yuhui before and after half a year".
Previously, during the 30th anniversary celebration of New Oriental, some fans said that "Dong Yuhui didn't even have tickets", and other fans attacked Dongfang Xuan and Sun Dongxu on social platforms, interpreting Sun Dongxu's eyes as "not glancing at the hero who brought him huge wealth throughout the whole process" and "all cold people", and cursed Sun Dongxu for "despicable new Qin Hui".
Some fans even made extreme remarks in the fans selected in the East, equating Dong Yuhui with justice, if Dong Yuhui loses, it is the feelings of the family and the country that lose, and the correct values are lost, and it is even more said that "the one who blows the fire is the traitor and the lackey **thief".
Dong Yuhui sold 1.5 million copies of writer Chi Zijian's books in the live broadcast room, and some fans said on social platforms: "Chi Zijian, you have to remember that Dong Yuhui is the biggest noble person in your life, and you must know how to be grateful." ”
It is not uncommon for live broadcasts to bring goods to the circle, Li Jiaqi and Wei Ya's fans have had similar behaviors, and fans of both sides have even led each other to fight on social platforms. Fanhuanization has become an issue that needs to be treated with caution and balance by both big anchors and MCN institutions.
The reason why the "small composition" controversy turned into an avalanche is that there are different views between Dong Yuhui and Dongfang Selection's management on income and power distribution, which may be the deeper reason.
The alphabet list has analyzed in previous reports that with the gradual expansion of Dong Yuhui's commercial value and influence, how to distribute the benefits of Dong Yuhui will be a difficult problem for Dongfang Selection. At this point, Yu Minhong has also said many times that if they are not recognized in terms of interests, then it is New Oriental's fault.
How much is Dong Yuhui's remuneration for selection in the East?
According to Oriental Selection's 2023 annual financial report, as of May 31, 2023, the salaries of the five highest-paid employees (who are not directors or top executives of the Company) were HK$8.5 million to HK$9 million, HK$10.5 million to HK$11 million, HK$16.5 million to HK$17 million, HK$18.5 million to HK$19 million, and HK$34 million to HK$34.5 million respectively.
Source: Oriental Selection Financial Report.
According to the clarification of Sun Dongxu, CEO of Oriental Selection,Mr. Dong's salary was one of the five employees announced.
Regarding some people who said that Yuhui's annual income is only tens of millions according to the screenshots of the financial reports of listed companies circulating on the Internet, Sun Dongxu said, "That's only part of Yuhui's income." Dong Yuhui also said,"I feel very satisfied with the salary I was given, and I am very satisfied with the fact that I am being treated at an executive level in the group. ”
In addition, there are also share awards for anchors such as Dong Yuhui that have been announced. On April 11 this year, Dongfang Selection's equity incentive measures were officially implemented, and a total of 3,045 were granted to 154 people90,000 share awards. However, in addition to Yu Minhong, financial director Yin Qiang, Sun Dongxu and other senior executives whose shares were publicized, how many share awards other anchors, including Dong Yuhui, received, were not disclosed one by one.
Excluding the shares of senior executives that have been announced, on average, the other 151 people will receive shares worth 4.87 million Hong Kong dollars (about 4.27 million yuan). Judging from the division of rewards, Sun Dongxu got more shares than Yu Minhong, getting 3 million shares (about 76.27 million yuan), and Yu Minhong got 1.5 million shares.
In February this year, he cashed out 2At HK$1.7 billion, the outside world questioned the issue of "unequal remuneration". Fans are especially concerned about how much Dong Yuhui can get?
Dong Yuhui responded in the live broadcast room at the time, "The old man (Yu Minhong) who everyone is worried about promised to send me one share, whether he has sent it or not, and it has sent it, and there is more than one share, quite a lot." But it can't be said concretely, this company has a requirement for confidentiality, and it will definitely not be so bad, not as bad as everyone thinks. At that time, Yu Minhong also stood up and said that if Dong Yuhui's bonus was not enough, he would give him his own.
Dong Yuhui, whose income is "more than tens of millions", is his remuneration enough to match his current status in the live broadcast circle?
According to the industry standard for live streaming, if it is measured,Compared with other head anchors, Dong Yuhui's salary does not seem to be much。In the 2021 "Top 100 Annual Net Anchors of China's Online Anchors", Li Jiaqi ranked 18The amount of 5.5 billion yuan topped the list, and the income included live broadcasts, variety shows and endorsements. Simba, which includes the total revenue of live streaming and business management, has an annual income of 129.8 billion yuan;And Luo Yonghao, who has both live broadcasts, variety shows and endorsements, is 24.5 billion yuan ranked fourth.
Live streaming is undoubtedly the bulk of the income contribution of many top anchors. Taking Li Jiaqi as an example, the GMV of the United States in 2021 will be 21.8 billion yuan, and Li Jiaqi's income accounts for almost 8% of the total GMV. The income of anchors such as Li Jiaqi, Simba, and Xiao Yang Ge depends on the total GMV behind them, with the GMV of Meifang in 2022 being 65 billion yuan, and Xinxuan's GMV in 2022 being 50 billion yuan. Dongfang Selection's total GMV in fiscal year 2023 is 10 billion yuan, if you roughly calculate according to the proportion of Li Jiaqi's income and GMV, Dong Yuhui, who does not have variety shows and endorsements, his salary is not low within Dongfang Selection.
In addition,The top anchors generally earn income according to about 20% of the commission for each game, but Dongfang Selection is not among them。Yin Qiang, CFO of Oriental Selection, said earlier when talking about the business model, "There is no share for the anchors. ”
In addition to salary, whether they can become corporate executives and partners, or have a certain amount of equity, is the inevitable interest that super anchors will strive for after the cake becomes bigger.
Simba himself is the actual controller of Xinxuan;Crazy Brother Yang is also the actual controller of the Three Sheep Network;Li Jiaqi is the best partner of Meifang Network Technology, according to the "Daily Economic News", in terms of equity structure, Li Jiaqi does not directly hold shares of Meifang company, but since 2017, Li Jiaqi and Qi Zhenbo, the founder of Meifang, have jointly established a number of companies. Since the beginning of this year, Li Jiaqi has opened a number of companies and become the actual controller of many enterprises. According to the enterprise investigation, at present, Li Jiaqi has a total of 19 companies associated with it, of which 6 companies hold 99% of the shares.
According to Chop Pepper Spicy, Simba has cooperated with the A-share listed company Shengxunda, and then Shengxunda transferred 49% of the equity of its subsidiaries to Guangdong Xinxuan Holdings, which is controlled by Simba Time, and implemented an equity incentive plan for a series of executives of Xinxuan, not only Simba and Chu Ruixue, but also other members of Simba's family.
Between super individuals and MCN institutions, if you are not careful, you will bury the hidden danger of unequal interests, and Li Ziqi is a lesson from the past.
Business consultant Liu Run once analyzed the contradiction between Li Ziqi and Weinian said that there are two stages in the game between the power of Internet celebrities and MCN institutions, and the first stage of the game is that MCN institutions have the absolute right to speak, and Internet celebrities have no bargaining chips and will form a short-term balance. At this time, the number of fans, IP effect, and commercial value will all become the bargaining chips of Internet celebrities, and they have the confidence to resist and produce a second stage of the game. The result is a split in two, or MCN and Internet celebrities have in-depth cooperation, taking the initiative to give up part of the income and reach a new balance with Internet celebrities.
At present, Dong Yuhui and Dongfang Selection are also encountering the contradictory dilemma of Li Ziqi and Wei Nian. Like Li Ziqi, Dong Yuhui's personal IP has also been formed. Like Yu Minhong's original path, Dong Yuhui went to major universities and local inspirational speeches after becoming popular, and attended local public welfare activities, so as to expand the influence of his IP. According to the Qichacha APP, Dongfang Preferred (Beijing) Technology has applied for the registration of a number of "Dong Yuhui", "Square Face Brother" and Dong Yuhui portrait trademarks.
When there is a difference of interest, how to deal with the relationship between the super individual and the company is bound to become a new problem for Dong Yuhui and Dongfang Selection.
A major contradiction between Li Ziqi and Weinian is that the Li Ziqi brand does not belong to Li Ziqi himself, and Li Ziqi does not hold shares in Weinian, which further leads to Li Ziqi's inability to obtain due benefits from Li Ziqi's IP operation. In the end, Li Ziqi regained his own brand and patent by initiating a lawsuit, and the Li Ziqi brand was exclusively licensed by Weinian in a specific category for a long time, and Weinian needed to pay relevant licensing fees to Ziqi Culture.
But what is slightly different from Dong Yuhui's current situation is that Li Ziqi has his own company, according to public information, in the equity distribution of Ziqi Culture, Li Ziqi holds 49% of the shares, and the remaining 51% of the shares belong to Weinian Company. With Weinian's withdrawal from Ziqi Culture, Li Ziqi's shareholding ratio rose to 99% and became the actual controller of Ziqi Culture.
For Dong Yuhui, there is no "Dong Yuhui" brand yet, and there is no company under his own control. In addition, but from the perspective of interests, Dong Yuhui and Dongfang Selection have not yet broken up at this stage.
In April this year, when Dongfang Selection announced the share awards, the agreement marked that the share awards would be vested in three years, and 20%-50% of the total number of share awards would be vested each year. In the event of serious misconduct or default, the granted but unexercised share awards shall immediately become invalid, and the shares delivered to the grantee shall be transferred to the company in equal value and in cash. This means that Dong Yuhui needs to wait for at least three years if he wants to get all the shares.
Source: Oriental Selection Financial Report.
However, less than a year after the share award, a new contradiction broke out between Dong Yuhui and Dongfang Selection, which not only affected Dong Yuhui's personal image, but also damaged Dongfang Selection's corporate image.
There is no shortage of corporate executives who have left in the history of New Oriental, and the most well-known are Wang Qiang and Xu Xiaoping in the first generation of New Oriental's troika, and Chen Xiangdong and Sha Yunlong in the latter troika. In the process of Oriental selection becoming the new hope of New Oriental, Dong Yuhui became the biggest contributor to saving the company.
The game between the two sides is still continuing, will Dong Yuhui become the next new Oriental to run away?
*: Alphabet List Author Xue Yaping Original title "Yu Minhong apologizes, can he keep Dong Yuhui?".》
Reference: "Dong Yuhui's real annual salary is less than 10 million, and Dongfang Selection is accelerating its cutting" Tencent News Deep Web "Internal Screenshot**?".Yu Minhong is facing the problem of choosing one of the two between the CEO and Dong Yuhui, Dong Yuhui said that it is inconvenient to respond" Jiupai News "Oriental Selection Internal Screenshot Exclusive**: Yu Minhong Faces the Problem of Sun Dong's Two Choices" Whip Niushi "Analysis of the Changes, Characteristics and Causes and Influence of Fan Culture" East China University of Political Science and Law, Hou Yuqin "From the Li Ziqi Incident, Looking at the Game of Internet Celebrities and MCN Institutions" Liu Run "Strong Alliance?".The company behind "Crazy Brother Yang" and Li Jiaqi has actually set up a joint venture" Daily Economic News "Oriental Selection CEO Sun Dongxu cashed out 21.7 billion, what does Dong Yuhui think?>> Chopped pepper spicy
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