"Friends walk together for a lifetime, and those days are no more. ”
On December 18th, Dong Yuhui, who once disappeared from public view, returned to the live broadcast room of Oriental Selection, eating hot pot with Yu Minhong, chatting about family life, and chatting about Du Fu's poems, **The number of people once exceeded 4 million, and many viewers sighed: The familiar Dong Yuhui seems to be back.
In just one day, Dong Yuhui is no longer a "salesperson", and now he has three new identities: "Senior Partner of Oriental Selection", "Cultural Assistant to the Chairman of New Oriental Education and Technology Group" and "Vice President of New Oriental Cultural Tourism Group".
In the past two weeks, Dong Yuhui has been caught up in the sudden heat: in the face of the live broadcast camera, he admitted that he had a very poor sleep, and he couldn't fall asleep until six or seven o'clock in the morning every day.
In the eyes of the outside world, he has witty words, but in private he has some social fear, and the thing he is most afraid of is to get on the elevator, every time he gets into the innermost position, with his back to the person, and buries his face in the corner, "because everyone knows me." ”
A number of Dongfang Selection employees recalled to reporters Dong Yuhui who passed by in the elevator: "It looks a little serious, not as lively as during the live broadcast." ”
You didn't hide when bad luck hit you, and one day good luck will hit you. A year ago, Dong Yuhui, who had become popular because of his poetic expression and "bilingual delivery", returned to the spotlight again, and behind him, butterflies flapped their wings, causing a hurricane.
"Cut" Dong Yuhui
At that time, Dongfang Selection was not yet popular, and no one watched the live broadcast. Wu Li, who had worked as a live broadcast assistant for Dong Yuhui, recalled to the surging news reporter that she was sorting out the refrigerator late at night and couldn't fit a bag of frozen hairtail fish.
Wu Li was deeply impressed by the scene: "He is a streamer, it's not his job, but he is the only person present who noticed my helplessness, very warm and considerate. ”
When talking about the reason for joining New Oriental, Dong Yuhui once said: "I am a rural child, although my background and appearance are mediocre, but by being a teacher, I can change young people, they grow up and enter all walks of life, I have helped them grow, I think this is meaningful." ”
A student of Dong Yuhui told The Paper that when he first joined New Oriental, Dong Yuhui did not have any class schedule, and only received a basic salary of 2,000 yuan per month. Even so, Dong Yuhui still persevered, relying on word-of-mouth "person-to-person" to gain a large number of students, and was promoted all the way to the youngest English teaching and research director of New Oriental.
In the eyes of Luo Yonghao, the former "famous teacher" of New Oriental, Dong Yuhui is an honest man, "His value lies in the fact that there are some simple and clean things that have not been polluted, which is relatively rare among contemporary urban youth." Luo Yonghao said that the reason for arousing sympathy from the outside world is that "he still has a certain fragile and vulnerable trait, and it would be better if his logic was better and his character was stronger." In the "small composition" turmoil, was Dong Yuhui bullied in the workplace?A number of Dongfang Selection insiders told The Paper that they did not have a similar impression, "During their trip to Jilin, Sun Dongxu and Dong Yuhui also had snowball fights, drank wine, and had a lot of fun. Another industry insider who is in close contact with Yu Minhong revealed that Yu Minhong has never publicly stated that there is any contradiction in Dongfang Selection, "Every time he says that he (Yuhui) is very good." ”
Dong Yuhui and Sun Dongxu (right) in the live broadcast of Jilin Tour
However, the outside world feels that since they became popular in September 2022, the relationship between Dongfang Selection and Dong Yuhui has become increasingly delicate. Dong Yuhui once admitted in the live broadcast that he didn't even have a ticket for the 30th anniversary annual meeting of New Oriental, and it was Yu Minhong who gave him a ticket after he found out. Rong Gao is in charge of nothing, and he is an ordinary anchor.
For live broadcast institutions, "going head" has become a common practice, and rumors of "cutting Dong Yuhui" have been spreading for a long time. However, some live broadcast industry insiders told reporters that Dong Yuhui's total amount of goods should account for about half of the overall proportion of Dongfang Selection's overall goods, which is an absolute top stream and has an important influence on the overall development of the company, and it is not easy to cut it.
Another leading MCN company said that the current valuation of unicorn companies is generally $1 billion, and if Dong Yuhui starts a business independently and incubates a unicorn company, his worth can reach this level.
It is worth noting that due to the impact of ** and product discounts, according to the monitoring of gray dolphin data, the GMV of Dongfang Selection did not decline significantly in Dong Yuhui's absence. Graphics: The Paper.
Dai Bin, who had worked as a project manager in New Oriental, and is now the chairman of Zhongyi Education and a member of the Guangdong Youth Federation, paid close attention to the matter, and he admitted to the surging news reporter that the so-called "suppression" of Dong Yuhui by Sun Dongxu, CEO of Oriental Selection, is quite familiar to former New Oriental people, "All New Oriental directors will suppress their famous teachers, because it is his task to control the salary of famous teachers." Within New Oriental, it is a Xi to suppress star employees.
Sun Dongxu (left) and Dong Yuhui live.
Now many statements on the Internet are too irrational, not necessarily because Sun Dongxu's character is particularly poor. Dai Bin said that Sun Dongxu's approach is to completely copy the management style of the New Oriental period. Suppressing Dong Yuhui is also out of the interests of the entire group, and the group cannot be too dependent on a certain anchor, "As a CEO, he may also be a little 'sour' Dong Yuhui is so popular." ”
Yu Minhong once said that the outbreak of the small essay incident was a problem with the management process: "This matter is a super low-level mistake for us, and the fault is that the grassroots employees of New Oriental actually participated in this matter and broke out this matter into a public incident, so it is seriously inappropriate from the perspective of the entire management process." ”
This statement, in the eyes of Xiaozhi, a former employee of Oriental Selection, is a bit incredible, and the Oriental Selection in his heart is a company with a very rigorous copywriting process and even old-fashioned. For example, he said that in the past, he could write a copy that could be passed by the company two or three times, but he had to review it more than a dozen times in Dongfang Selection, and the atmosphere within the company was also very depressing. In the past six months of working in Dongfang Selection, he has only added one colleague WeChat.
Why did such a strict audit company suddenly appear to leave a message under the official account?In Twig's view, this is difficult to explain.
The company's office is full of pots and pans, which is particularly messy, and the live broadcast links and processes are not professional enough, but the products are indeed very strict. Xiaozhi admitted frankly that when he left, he saw that there were more than a dozen resignation orders piled up on the personnel desk, which was the number of resignations in a week - he told The Paper that in addition to the employees of the original New Oriental ** (the original name of the company before the transformation of Oriental Selection), Oriental Selection has high mobility.
Yu Minhong's struggle and compromise
The Dong Yuhui incident was the first time in the history of New Oriental that it compromised with a 'famous teacher'. Dai Bin said.
Yu Minhong in Dai Bin's eyes is a person who "wants to save face", and even Luo Yonghao, who has a more arrogant personality, never let him compromise before he resigned"If you want me to **, this will also be Yu Minhong's last compromise, he can compromise, but he will never admit defeat: he can't accept being pinned down by a so-called well-known anchor. ”
The spirit of New Oriental is not to believe in evil. Dai Bin said, "Everyone says that Dong Yuhui cannot be copied, but in the thinking mode of New Oriental, there is nothing that cannot be done." ”
Previously, Luo Yonghao had judged that Dongfang Selection will continue to promote "de-Dong Yuhui", Dong Yuhui's future in Dongfang Selection is not optimistic, if Dong Yuhui can "go to Dong Yuhui" in the process of Dongfang Selection in the future, get a roughly reasonable return, it is the best result.
Screenshot of Luo Yonghao's Weibo.
Dai Bin still remembers the scene when he first met Yu Minhong: "Because I was working at New Oriental in Guangzhou at the time, and it was the first time I went to Beijing, and when I first arrived, he asked, who is Dai Bin?"Dai Bin recalled that Yu Minhong was the Bole of many teachers, and his observation was meticulous, "During the meal, he said, Dai Bin, you just sit next to me and have a good chat, if you are given a R&D center, what will you do?"”
Yu Minhong's eclectic use of talents, is rare in the industry, Dai Bin said, "The scale of his employment is the most daring I have ever seen, what kind of teacher he dares to use, even if it is a lot of strange personalities, unlike many institutional teachers now, very obedient, but there is no personality." This is also his (Yu Minhong)'s most unique charm. ”
Dai Bin told The Paper that before the turmoil ended, he judged that Dong Yuhui would definitely stay, "Dong Yuhui may have met Yu Minhong at the lowest point in his life, and Yu Minhong is his Bole." ”
Yu Minhong once mentioned that "going to famous teachers" is New Oriental's strategy: "In the past, New Oriental rose up because of famous teachers, but we didn't have the platform and ability to retain them. In the end, we decided to go to the famous teacher and go to the small class. In his autobiography, he also said: "When there is a thing you can't do, you must find several people to help you do it at the same time, so that they can check and balance each other." ”
The well-known blogger "Hao Da Yi" posted that New Oriental has lost a lot of famous teachers, and after going out from New Oriental, their respective careers are not bad. This shows that the top management led by Sun Dongxu has formed a rigid management style during his years in power, "They absolutely do not allow the appearance of employees who are 'highly meritorious', and once they find signs of growth, they must be suppressed." ”
Struggle, conflict, and competition for resources are the norm within New Oriental. Another former employee of New Oriental told the surging news reporter that the fundamental reason why Oriental Selection can quickly become popular is that New Oriental's Internet celebrity economic strategy of creating personal IP is perfectly compatible with the industry of live broadcasting, and it can easily create a big Internet celebrity like Dong Yuhui.
It is precisely because New Oriental is very experienced in creating personal IP that it takes it for granted that it is not difficult to drive away the old Internet celebrity Dong Yuhui and create one or more new Internet celebrities to support the façade of Oriental Selection. He said that after all, from the tens of thousands of teachers in New Oriental, it is not too difficult to select a few people who are well-mouthed and have good culture and image and temperament in the eyes of the audience to be anchors.
Another former teacher of New Oriental told The Paper that New Oriental has always been a benchmark in the education and training industry, and of course there will be various problems, but it must have more conscience and bottom line than many institutions in the same industry, which can be seen when the double reduction occurs. In his opinion, the scolding of New Oriental on the Internet is exaggerated and distorted, "There are many excellent teachers who still choose to stay in New Oriental." ”
This time, many people came out to speak out, behind it because of the depth of love and responsibility. If you didn't really love it very much, you wouldn't talk about it every day. Dai Bin told reporters"Choose one of the two" turmoil
The reason why Dong Yuhui's story can touch so many people is because people see in this young man the hard work, perseverance and tenacity of ordinary people, as well as the new life he has gained from it. * Chen Duan, director of the Center for Digital Economy Integration and Innovation Development of the University of Finance and Economics, said.
She believes that Dong Yuhui's growth process is a process of constantly relying on his own perseverance and hard work to climb the ladder, and it is this that makes the working class have a strong empathy.
Taking stock of the origin of the small composition turmoil, it seems to be a bit dramatic.
On December 6, Dongfang Selection Douyin left a message under a promotional **, implying that Dong Yuhui's live broadcast copy was not created by himself, but by the team. This remark was controversial by netizens, but it did not attract much attention.
After that, Dong Yuhui said "Hu replied" in the live broadcast, and said unconvinced: "I can't bear Yuhui saying in front of the camera last night, 'I claim to know the business very well' and 'Hu reply'." There is no 'Hu reply'!After that, he accused Dong Yuhui's fans: "There are always so-called 'fans' who stir up trouble back and forth in the name of love, and even cyberbully us!."”
This response angered Dong Yuhui's fans, and on the evening of the same day, fans poured into the live broadcast room of another education and training company, Gaotu, demanding to "catch the wealth of the sky", and the conflict broke out.
Since then, with Dong Yuhui's public response and modification of his personal homepage signature, the fact of "infighting" in Dongfang Selection has surfaced, and the rumors that Dongfang Selection will "choose one of the two" between Sun Dongxu and Dong Yuhui have also spread rapidly, and a war of words caused by a "small composition" has officially become a storm that has swept the whole network.
On December 16th, under the influence of the anchor Tianquan dropping his mobile phone and insulting the audience in the live broadcast, Dongfang Selection ushered in the largest loss of fans, and later that day, Yu Minhong quickly took action: Dongfang Selection announced that Sun Dongxu was removed from the position of executive director and CEO of Dongfang Selection, and Chairman Yu Minhong concurrently served as CEO of Dongfang Selection.
After that, Yu Minhong announced that Dong Yuhui became the "Senior Partner of Oriental Selection", "Cultural Assistant to the Chairman of New Oriental Education and Technology Group" and "Vice President of New Oriental Cultural Tourism Group" within one day, and arranged for Dong Yuhui to rebroadcast, under a series of vigorous and resolute rescue measures, Oriental Selection fans even surpassed the number before the small composition, with more than 31.22 million fans.
Data**: Gray Dolphin Data Chart: The Paper.
Although the skepticism has receded, the storm does not seem to be coming to an end.
China Partner 20
Zhai Wei, executive director of the Competition Law Research Center of East China University of Political Science and Law, told reporters that Yu Minhong's choice to remove Sun Dongxu and let Dong Yuhui be a partner is a timely stop-loss measure in the style of "tears and horses", "However, what Yu Minhong has taken is only an expedient measure and a tactical stop-loss measure." ”
In his opinion, whether Dong Yuhui can successfully develop in New Oriental in the future and whether he will eventually resign depends not only on Dong Yuhui himself, nor simply on New Oriental, but on whether Dong Yuhui and New Oriental can achieve "same frequency resonance". Otherwise, Dong Yuhui and New Oriental may eventually part ways.
A number of Dong Yuhui's students recalled his past to The Paper. One student said that at the beginning of his sophomore year of high school, he and a group of friends "ran around the Xi'an campus" and followed Dong Yuhui to class. She added Dong Yuhui's WeChat, occasionally asked for questions, and was also Xi to brushing Dong's circle of friends, giving him likes and comments.
She was no longer impressed by the content of the course, but she still remembered Dong Yuhui's humor. In my memory, everyone's first impression of him was: "A teacher who is not tall and has a small skeleton, but has a very square face, he himself will ridicule this." ”
The students called Dong Yuhui "Jay", which may have originated from the small classroom program during his previous teaching. The surging news reporter found a number of ** on social platforms, among them, Dong Yuhui in the early years sang Jay Chou's songs in class. Later, in a live broadcast of Dongfang Selection, Dong Yuhui said that Jay Chou is the ** memory of a generation, "He (Jay Chou) is my idol, so I call myself 'Zhongguancun Jay Chou'".
Today's Dong Yuhui is wearing a suit in the live broadcast room, but there is no longer the relaxation and wanton between his eyebrows. Yu Minhong announced that Dong Yuhui will set up an independent studio and set up a personal IP live broadcast room, focusing on cultural tourism business. The content direction of the live broadcast room includes cultural promotion, book recommendation, writer interviews, cultural tourism promotion and sales of traditional agricultural products.
Yu Minhong promised that Dong Yuhui would be one of the members of the current Oriental Selection Committee.
1. Senior partners have full say in the company's development direction and major decisions, and will have the real power and income of senior executives at the same time.
As for when the personal account will be launched, "at least a month later," Dong Yuhui responded, "it feels like taking advantage of the kindness of many people to launch it now." ”
Will this all be a happy ending?
Xiaozhi and Wu Li are pseudonyms in the article).
*: The Paper.