Chao News client reporter Song Hao.
At noon on December 16, Dongfang Selection issued a notice of personnel appointment and dismissal: Sun Dongxu was removed from the position of executive director and CEO, and Chairman Yu Minhong served as CEO.
At the same time, the discussion on the Internet was boiling, saying that many headhunters had gone to Shaanxi to hand over an olive branch to Dong Yuhui in his hometown. Head live broadcast Luo Yonghao mentioned in the live broadcast on the evening of December 15 that he left New Oriental in 2006, as a "senior", Luo Yonghao believes that if Dong Yuhui starts a business, there will be many people who are optimistic about investment.
In the past few days, the Dongfang Selection and Dong Yuhui incidents triggered by the "small composition" have aroused more and more widespread attention and discussion. Until press time, the number of fans in the Dongfang Selection live broadcast room dropped from 31.08 million on December 12 to 28.44 million, with a loss of more than 2.6 million, nearly 10%. The fans of Dong Yuhui's personal Douyin account have continued to grow to 18.71 million, reaching nearly seventy percent of Dongfang Selection's fans.
After the announcement of today's personnel appointment and dismissal notice of Dongfang Selection, it did not gain the understanding of the fan group. Fans who were previously accused of engaging in "fan circle culture" commented under the appointment and dismissal of personnel: "The file format is wrong, there is no official seal and lack of formality." ”
Now everyone gradually understands that behind the surface of the problem of "small composition" is actually the deep problem of the company. As mentioned in a previous article in Chao News, Yu Minhong didn't expect this day?Not necessarily, Ray has been there for a long time.
Today's thing is not the first time it has happened in the short ** and live broadcast industry. Do you still remember Li Ziqi and Zhu Yi?In the past, those popular short bloggers with good content and talent were all because the head anchor parted ways with the company's leader, and the last high-quality account disappeared into the sea of people.
As an aircraft carrier-level enterprise in education and training, New Oriental hastily transformed overnight and embarked on the live streaming industry. English lecturers have transformed into anchors, which has also made Dong Yuhui. The problem is that the structure of New Oriental is still the original structure, this listed company has a chairman and a huge management, which is different from other live broadcast companies
Brother Xiao Yang himself is the chairman of the Three Sheep Group, and Li Jiaqi is a partner of Meifang Network Technology, accounting for more than 40% of the shares. It is worth mentioning that it was Qi Zhenbo, the founder of Meifang, who gradually became a partner of the company in order to keep Li Jiaqi.
And Dong Yuhui is an employee in Dongfang. When the CEO and Dong Yuhui had a conflict, it was gradually put on the table, and fans also found that Dong Yuhui was very embarrassed in it. Everyone was angry, and finally there was a "small composition" incident.
Former CEO Sun Dongxu, born in 1986, graduated from Nankai University with a bachelor's degree in computer science, joined New Oriental in 2007, and worked for 17 years. Starting from the grassroots level, he has been the executive director and CEO of New Oriental since 2019.
Sun Dongxu appeared in the live broadcast room for the first time, and Dong Yuhui introduced him as the CEO, who brought himself into the industry when he was in Xi'an. And Sun Dongxu said that Dong Yuhui is not what it used to be, you are a "president-level anchor", and also mentioned that Dong Yuhui is very talented, "I can tell the Tao if I have read a book or not." Faced with inappropriate ridicule, Dong Yuhui could only smile awkwardly.
According to the first financial report, Sun Dongxu's concept is still stuck in the traditional corporate thinking. After transforming into a live broadcast e-commerce track, he said in an interview: "We are not a live broadcast company, nor an MCN organization that makes stars, but an agricultural product technology company and a cultural communication company. ”
Now facing the situation, will Sun Dongxu recall the day he walked into the live broadcast?
Why are fans willing to choose and buy agricultural products in Dongfang, instead of going to other anchors, e-commerce supermarkets, and large supermarket chains?The well-known financial blogger "Teacher Crane" said that everyone in the Oriental selection is poetic and picturesque, literati style, the courage to find hope in the despair of New Oriental, and the personal heartfelt love for Dong Yuhui. Dong Yuhui is not a "salesman", but an idol.
In the live broadcast industry, some people are talented, some people have information about further education, and some people pretend to be stupid and funny, they provide others with a variety of emotional values in exchange for other people's orders, which is the logic of live broadcasting.
Whether you want to continue to do live broadcasts, how to do live broadcasts well, maybe everyone in Dongfang Selection needs to think and adjust their mentality. Perhaps, the "president-level anchor" that Sun Dongxu once said is a way.
Dongfang Selection issued a notice of personnel appointment and dismissal, and the discussion on the Internet is still hot. Since Dong Yuhui issued a statement in the early morning of December 13, his account has not been updated. How to choose next is a test for Yu Minhong and Dong Yuhui.
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