At 7 p.m. on December 16, after a series of major decisions such as removing Sun Dongxu as CEO, suspending anchor Tianquan for 3 months, and releasing blocked fans, New Oriental founders Yu Minhong and Dong Yuhui appeared in the live broadcast room of Lao Yu's gossip to respond to the concerns of netizens in the recent Oriental selection "small composition" incident.
The number of visitors exceeded 100,000 in only 2 minutes of the live broadcast, and more than 80 million likes after 60 minutes of live broadcast.
Yu Minhong said in the live broadcast room that Dong Yuhui's departure was a miscommunication, "I have communicated with him very smoothly in the past two days." "He is very fond of Oriental Selection and the communication between us is very smooth. Subsequently, Dong Yuhui answered: "I didn't pick up **, met, and didn't say I was leaving." Dong Yuhui said that in the past two days, he has been beaten up and received a lot of WeChat, but he refused.
Yu Minhong also said that the removal of Sun Dongxu, CEO of Dongfang Selection, had nothing to do with Dong Yuhui, but mainly mismanagement. Regarding the rumors that Dongfang Selection should choose one of the two, Yu Minhong said that there is no such thing. Sun Dongxu is no longer the CEO of Oriental Selection, but he is also the entrepreneur and manager of New Oriental, and will continue to make his own contributions to Oriental Selection in his own way.
"Small Composition Turmoil": It began with the dispute between creators
This turmoil arose from the dispute over the creators of "who is the copywriter".
On December 10th, Dongfang's selection of "Jilin Trip" ended, and its official account pinned the answer comment of "Who is the promotional copywriter" in the comment area of "Jilin Trip"**.
said that behind the classic essays is the copywriting team, the shooting team, and the editing team, not all of which are from Dong Yuhui. This reply angered many Dong Yuhui's fans, thinking that this was "backstabbing" Dong Yuhui.
After that, Dong Yuhui jokingly "ridiculed" in the live broadcast: "I claimed to know the business very well and replied in the comment area, which caused many friends to feel uncomfortable, and I sued Mr. Yu directly." Yu Minhong asked me to communicate directly with Dongfang Xiaosun, don't be too polite. ”
But he was not satisfied with this, and spoke in the comment area again: "I can't bear Yuhui saying in front of the camera last night, 'claiming to know the business very well' and 'Hu replied'." There is no 'Hu reply'!”
At this point, the turmoil intensified.
On December 12, Sun Dongxu, the former CEO of Oriental Selection, officially responded to the matter in the live broadcast, but further escalated the conflict because he mentioned that Dong Yuhui's "annual salary is more than tens of millions, which is only a part", as well as the details of his tone and the drop of the phone to the desktop.
Dong Yuhui himself also responded in response with a long article in the early morning of the 13th, saying that the copywriting of the special "small composition" was written directly by himself, and he also provided ideas and suggestions by himself, and he also wrote according to his own ideas, and if he was satisfied, he would not change or change less.
But the turmoil did not subside because of Dong Yuhui's explanation. On the morning of the 14th, a number of entries related to Dong Yuhui or Dongfang Selection rushed to the hot search on Weibo.
On the afternoon of the 14th, Yu Minhong issued a statement, believing that the practice was seriously lacking in professionalism and also showed that there were big loopholes in the company's management. "As the chairman, I have leadership responsibilities and apologize to Yuhui. Xiao Sun (Sun Dongxu) does things, young and energetic, but not mellow enough. ”
On the evening of the 14th, Sun Dongxu issued an apology, apologizing for his "aggressive" demeanor, smashing his mobile phone, and mentioning Dong Yuhui's salary in the live broadcast, claiming to be an "unprofessional" performance.
Internal contradictions are exposed, and Oriental selection is afraid of being "poached"?
Why can a "small essay" make such waves? On the surface, this seems to be a battle for the merits of the anchor in front of the stage and the team behind the scenes, but in fact, it exposes the defects of Dongfang Selection in internal management.
Whether it is an MCN organization or other company, some of its data or information is not suitable for disclosure to the public, and is only suitable for internal circulation. If this information is disclosed without authorization, it may have a negative impact on the company. Chen Tao, a senior analyst of Analysys circulation industry, told Zhongxin Finance that whether it was Dongfang Selection for "merit" and unauthorized disclosure of the copywriting process, or Dongfang Selection CEO Sun Dongxu to explain that Dong Yuhui was not "bullied" and revealed Dong Yuhui's salary without authorization, it is not in line with the company's management.
On December 14, Yu Minhong appeared to officially respond to the "small composition" incident.
In addition, the lack of mature public relations measures has also become the key to the escalation of the incident. "Many companies had some public relations plans before the crisis, but this incident can clearly see that the preparation of Dongfang Selection's public relations plan is not sufficient, or even none, so that when the incident fermented, appropriate response measures were not taken at the first time, which eventually made the negative emotions of netizens more and more serious. Chen Tao said.
In addition to the company's management, the "de-Dong Yuhui" questioned by netizens is also a problem that Dongfang Selection must face more carefully. In recent years, the head anchors have frequently overturned on various issues, and "putting eggs in different baskets" has become a common choice for MCN companies. Whether it is the beautiful wrist behind Li Jiaqi, Brother Xiao Yang's three sheep, or Simba's Xin Xuan, they all try to create a live broadcast matrix to reduce the risks caused by relying on a single head anchor.
Although Dongfang Selection and Dong Yuhui were deeply bound in last year's popularity, they also faced this problem. "Matrixing" is an unavoidable trend of MCN institutions, but Dong Yuhui's personal account is close to half of the number of fans of Dongfang Selection, which also shows that Dong Yuhui plays a pivotal role in Dongfang Selection. How to balance these two in development still needs to be explored slowly for Dongfang Selection, which has been established for less than two years.
Doxxing Sun Dongxu:Start as a teacherFollowed Yu Minhong for 16 years
Sun Dongxu, who is known as the "Oriental Little Sun" by netizens, entered New Oriental after graduating from the Computer Science Department of Nankai University in 2007, starting from the grassroots level and following Yu Minhong for 16 years.
Sun Dongxu's resume shows that he first served as a teacher and assistant supervisor in Tianjin New Oriental and Hefei New Oriental, and then served as the principal of Hefei New Oriental, the principal of Xi'an New Oriental, and the president of New Oriental Northwest Region.
Since 2019, Sun Dongxu has served as the CEO and director of New Oriental**.
According to ** public reports, Sun Dongxu recalled in an exclusive interview that in the summer of 2018, he was transferred from Xi'an to Beijing by Yu Minhong. In the winter of 2018, Yu Minhong told him that he needed to be the **CEO of New Oriental.
New Oriental ** is also the predecessor of Oriental Selection, and was renamed Oriental Selection this year.
In public information, Sun Dongxu and Dong Yuhui also have a close friendship.
In an exclusive interview with **, Dong Yuhui mentioned that he once had to hand in his resignation but was left off work, and was later left by Sun Dongxu.
"Chinese Entrepreneur" also recorded the beginning and end of this incident in detail. At that time, the "double reduction" policy had just landed, and the huge sense of meaning disappeared in Dong Yuhui. Prior to that, Dong Yuhui taught 500,000 students in New Oriental for 8 years.
At that time, Dong Yuhui had already finished talking to his colleagues in human resources, and after it was over, he went to Sun Dongxu, eager to have a decent farewell. At that time, Sun Dongxu was also very confused. He was reluctant to let Dong Yuhui leave, but he couldn't bear to see Dong Yuhui stay here and be dying.
Sun Dongxu asked Dong Yuhui, "Then why are you going?" Dong Yuhui replied, "I haven't thought it through." "You haven't figured out what you're going to do, why don't you stay and try, Mr. Yu is so determined to transform into agriculture." Because the human resources department had already left work that day, Dong Yuhui did not finish.
Previously, Dong Yuhui also recalled Sun Dongxu's emotional and life support in the early days of entrepreneurship in the live broadcast room, "In the winter of 2021, Ming Ming and I just came to Beijing, we didn't have enough money, and the weather was cold, so Mr. Sun (Sun Dongxu) drove his 'broken car' every day to invite us to dinner and send us home. ”
In addition, in the turmoil of Dongfang Selection's small composition, Sun Dongxu's exposure of Dong Yuhui's salary also made ** quite concerned about it.
In terms of salary, Sun Dongxu's salary is the highest among executives. According to wind data, the executive selected by Dongfang is Yu Minhong (chairman of the board of directors), with a salary of 1069030,000 yuan, Yin Qiang (executive director), remuneration of 527380,000 yuan, Sun Dongxu (executive director), remuneration of 1813730,000 yuan.
According to public reports, Sun Dongxu cashed out twice this year, receiving a total of more than 200 million Hong Kong dollars in cash. On February 7, Sun Dongxu sold at an average price of 55HK$615**1.93 million shares, cashed out 1HK$0.7 billion. The next day, at an average price of 56HK$9451**1.93 million shares, cashed out 1HK$100 million.
The dilemma of live streaming: the dependence of the head anchor
Dongfang Selection's over-reliance on Dong Yuhui's ** has been the consensus of the market. But on the contrary, the current dilemma of "head anchor dependence" in e-commerce live broadcasting.
In recent years, there have been frequent "overturning" incidents in the live broadcast industry, such as Li Jiaqi's "** expensive", Simba's fake bird's nest, Wei Ya's tax evasion, etc. The head anchor with traffic obviously has the attributes of a public figure, and his every move may cause controversy.
This has also led to the fact that now various anchor companies are trying to "de-head", such as the beauty wrist continues to "de-Li Jiaqi", and making a friend also hopes to get rid of the shackles of Luo Yonghao's IP.
Obviously, Dongfang Selection made the same choice.
Since New Oriental's transformation into live broadcasting, Dong Yuhui has come out of the circle with his personal IP and has become the "pillar" of Oriental selection.
According to the statistics of Haitong International**, from August to December 2022, Dong Yuhui has played a significant role in the number of times of Dongfang selection and the improvement of GMV. By March this year, the average number of Dong Yuhui's live broadcasts was 9.5 million, an increase of 316%, the average GMV is 17.45 million, and the growth rate is 358%, which is significantly higher than Dong Yuhui's GMV on the day of the live broadcast.
But over-reliance on Dong Yuhui's personal IP is obviously not what Dongfang Selection wants to see. In order to "weaken" Dong Yuhui, Dongfang Selection established a live broadcast matrix, and successively launched a number of anchors such as Dunton, Yoyo, and Mingming. But the latter still has an obvious gap with Dong Yuhui in terms of fan base and stickiness.
In addition, in November 2022, some people found that Dong Yuhui's live broadcast time was getting less and less, and he withdrew from the ** time of 7 o'clock to 10 o'clock in the live broadcast room.
At the beginning of this year, Dong Yuhui took a 12-day vacation and did not start broadcasting. Before the completion of the last live broadcast before the Spring Festival on the 29th of the lunar month, Dong Yuhui revealed that he would broadcast on the fifth and sixth days of the Lunar New Year after the New Year, but he did not return on time.
Because he has not appeared in the live broadcast room for a long time, it has aroused fans' concerns about Dongfang Selection's removal of Dong Yuhui.
What really put "de-ghui" on the table is that the Dongfang Selection Book Number, which used to focus on personal IP, removed the "Yuhui push" label, and the image of Dong Yuhui, the "square-faced teacher" on the packaging of Dongfang Selection's own brand steak, is also gone.
But this time the small composition turmoil has fermented to the present, and the "de-glorification" of Oriental selection has been brought up again by the old thing. But if Sun Dongxu is dismissed, will Dong Yuhui "win"?
On December 15, Dongfang Selection responded to recent questions for the first time, saying that the recent outbreak of ** has exposed the conflict between Dongfang Selection's two models: the Internet celebrity model and the product route. Sticking to the product route is undoubtedly the best choice for Dongfang Selection to respond to doubts.
For Dongfang Selection, which adheres to the product line, leaving Dong Yuhui and eliminating the CEO may be able to calm the current turmoil, but the more long-term dilemma is to cultivate the next one, or even the next batch of Dong Yuhui.
*: National Business Daily, Xiaoxiang Morning News, China News Network, etc.).