The Dong Yuhui incident has had ups and downs, and I suspect that this is Dongfang's marketing
I've got a rough idea of what happened:
On December 5th, Jilin Bank publicized the launch of **, which is indeed very good. Some netizens asked who the copywriting came from, in fact, anyone who knows should know that such a big marketing must be done by a team. This netizen successfully lit the fuse.
On December 6th, Dongfang Selection claimed under the publicity**, "Every time a small essay is made, the anchor is in front of the camera, and behind it are the friends of the copywriting team, shooting team, and editing team. It stands to reason that there is nothing wrong with this answer.
In the live broadcast on December 9, Dongfang Xiaosun, the former CEO of Dongfang Selection, responded positively to the audience's questions and made it clear that a considerable part of the small essays were co-created by our professional team. This answer has a slightly different flavor. At that time, Dong Yuhui mentioned that Hu replied in the comment area who claimed to know the business very well, 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, we communicated very fiercely tonight, and probably drank several pots of wine. This answer is a bit interesting: skipping the level of complaint, fierce communication.
On December 10, Dong Yuhui estimated that there was a dispute over this matter, and his emotions were affected, so he temporarily decided not to broadcast live.
On the evening of December 11, Gaotu Jiapin's live broadcast room was swiped by Dong Yuhui's "mother-in-law". Many netizens with orange signs on their heads poured into the Gaotu live broadcast room to "report", calling "The pouring wealth sent by Oriental Selection, you have to catch it". 2Compared with 70,000 people, 600,000 people poured into the live broadcast room of Gaotu Jiapin that day.
On the evening of December 12, Sun Dongxu, CEO of Oriental Selection, responded to the recent small essay incident in the live broadcast room. He said that first of all, he should criticize the team, the work is emotional, and the communication style is inappropriate. Criticize the fan circle culture. The "Hu Reply" incident evolved into a "mobile phone smashing" incident. The mother-in-law replied one after another, and the meeting was held to buy something.
On December 13, Dong Yuhui issued a long post in his hometown of Shaanxi in response to the incident.
On December 14th, Boss Yu appeared in response to the "small composition" incident, he first said that publishing his views on the official account and sending them again and again is a serious lack of professionalism and also shows that there are big loopholes in the company's management. At the same time, Sun Dongxu mentioned in the live broadcast room that Dong Yuhui's salary was also inappropriate, apologized to Yuhui, and said that Xiao Sun had momentum to do things, but he was not mellow enough.
December 15th. Luo Yonghao spoke out in support of Dong Yuhui. Support Dong Yuhui to start a business.
On December 16, Dongfang Xiaosun was dismissed as CEO
On the evening of December 17, Dong Yuhui and Lao Yu talked about apologies on Lao Yu, and announced that Dong Yuhui's identity had changed from "anchor with goods" to "senior partner of Oriental Selection".
On the afternoon of December 18, New Oriental Education & Technology (Group) issued a notice appointing Dong Yuhui as the cultural assistant to the chairman of New Oriental Education & Technology Group and the vice president of New Oriental Cultural Tourism Group.
In the live broadcast on December 18, Yu Minhong revealed that Dong Yuhui will set up an independent studio and a personal IP live broadcast room in a month, and other anchors will also participate together, focusing on cultural tourism business.
Since the start of the 6th, 16 days have passed, and various comments about Dong Yuhui have always been a hot topic.
After watching it all the way, Dong Yuhui became popular again, was successfully promoted, changed from an anchor with goods to a partner, and was able to start the life he wanted. Oriental selection has also become popular, from the previous slightly declining channel has experienced big ups and downs, and successfully achieved ** pull up (it is estimated that some people have done several waves in the middle**) and successfully opened a new cultural tourism track from agricultural products.
Let's talk about it, what is this not marketing?