Recently, the "small composition" incident between Dong Yuhui and Dongfang Selection has continued to ferment. In the early morning of December 13, Dong Yuhui responded with a thousand-word long article, saying that he opposed stigmatizing anyone in the name of "fan circle". On December 14, Dongfang Selection told a reporter from Nandu that Dong Yuhui is still working for Dongfang Selection, but it should not be broadcast in the near future. In response to the "small composition" incident, Dongfang Selection said that the company's staff is currently investigating, and the follow-up information will be officially announced.
Many parties responded to the "small composition" turmoil
On December 8, Oriental Selection opened a three-day "Jilin Tour". Under the selection of a "trip to Jilin"**, a comment on the answer to "Who is the promotional copywriter" was placed at the top, saying that "every time a small composition is produced, the anchor is in front of the camera, and behind it are the friends of the copywriting creation team, shooting team, and editing team. ”
Oriental Selection Review.
This reply immediately aroused the dissatisfaction of some of Dong Yuhui's fans. Some fans believe that this is a kind of "backstab" to Dong Yuhui, denying his contribution to Dongfang Selection.
On December 12, Sun Dongxu, CEO of Dongfang Selection, responded to the matter during the live broadcast, saying that first of all, he should criticize the team, there are emotions in the work, and the communication method is inappropriate. Dong Yuhui's mood was affected, so he temporarily decided not to broadcast live on the 10th.
Dong Yuhui posted a response in the early morning.
In the early morning of December 13, Dong Yuhui posted a long article in response to the "small composition" incident. He said that the "small essay" copywriting selected by Dongfang to hold a provincial-level special session was written directly by himself, such as Xi'an and Inner MongoliaThey also provide their own ideas and suggestions, and they record and record them back to create, and then discuss and modify them later, and finally form them;There are also those who write according to their own ideas, and if they are satisfied, they will not change or change less.
Dong Yuhui said that the idea of "small composition" in Jilin Field was different from his beginning, but it was very good, so it was basically unchanged. Dong Yuhui said that the copywriting he recorded would be taken seriously. Dong Yuhui also emphasized that he opposes the culture of the fan circle, and also opposes stigmatizing anyone in the name of "fan circle".
In addition, Yu Minhong, the founder of New Oriental, also responded to the "small composition" incident on the show, saying that there is no problem for netizens to express their opinions, but I hope that everyone can express their opinions in a rational way and attitude. This is the best care for Dong Yuhui and other anchors, and I hope everyone will calmly promote the development of anchors and the company.
On December 14, Dongfang Selection told a reporter from Nandu that Dong Yuhui is still working for Dongfang Selection, but it should not be broadcast in the near future. In response to the "small composition" incident, Dongfang Selection said that the company's staff is currently investigating, and the follow-up information will be officially announced.
Dongfang Selection said, "The impact of this matter is still quite big, and Mr. Dong also needs a certain amount of time to adjust his state, and he will definitely give you an answer in the future." ”
Nandu reporters noticed that the current signature of Dong Yuhui's Douyin homepage has also changed from the previous "used to be a teacher, now a salesperson" to "Don't care, don't must, don't be solid, don't me." ”
The number of fans of Dongfang Selection fell by 250,000
Nandu reporters noticed that this "small composition" turmoil directly impacted the live broadcast performance of Dongfang Selection. On December 11, the number of ** people in the Dongfang Selection live broadcast room was only 8.18 million, while the data in the previous three days was 12.1 million to 16.91 million. On December 9, there were still 31.16 million fans of Dongfang Selection, and as of press time, the number of fans in Dongfang Selection's Douyin live broadcast room had fallen to 30.91 million, a decrease of 250,000.
It is worth noting that on December 10, the "trip to Jilin" of Oriental Selection ended, and the sales volume reached 27.6 billion yuan, a record high. As of December 13th, the stock price of Oriental Selection was 272 Hong Kong dollars, down 1296%。
At the same time, Dongfang selected a part of the fans and quickly flowed to the competing Gaotu Jiapin. On the evening of December 11, a large number of netizens with Oriental Selection Lights poured into the live broadcast room of Gaotu Jiapin. That night, the number of people in the live broadcast room of Gaotu Jiapin soared to tens of thousands, reaching the peak of traffic since the start of the broadcast. As of press time, the number of fans in the live broadcast room of Gaotu Jiapin has reached 650,000.
On December 12, Chen Xiangdong, the founder of Gaotu, appeared in the live broadcast room. Regarding netizens expressing the hope that Gaotu Jiapin will dig Dong Yuhui over, Chen Xiangdong responded: "Dong Yuhui is not used to dig, Dong Yuhui is used to love." So I think since it's for love, let's just love him well. Of course, Gaotu is very welcome to any talents who are willing to come. ”
In September this year, Dongfang Selection also caused controversy due to the "2,000 Dong Yuhui account incident". Since September 7th, a number of short ** accounts with Dong Yuhui's avatar and name have suddenly appeared on the Douyin platform, and after clicking in, they are all slices of Dong Yuhui's **, and a small yellow car is attached to sell goods.
In the early morning of September 8th, Dongfang Selection issued a statement saying that the live slicing authorization pilot is currently in the internal testing stage, and the application portal has not yet been opened to the public, and only a few internal testing accounts are operating. On September 9, Yu Minhong apologized for the incident, saying that he had seriously criticized the company's management, and also apologized for the confusion caused by netizens.
According to the official website of Oriental Selection, the company was established in 2021 and is an e-commerce platform for agricultural products under Oriental Selection. Oriental Selection creates, promotes and sells a variety of agricultural products through live broadcasts.
In August this year, the financial report released by Dongfang Selection showed that in the 2023 fiscal year (as of May 31, 2023), Dongfang Selection's net revenue was 4.5 billion yuan, an increase of 651% year-on-year;Net profit was 971.3 billion yuan, with a net loss of 71 million yuan in the last fiscal year, to achieve a turnaround.
In FY2023, Dongfang Selection's gross merchandise volume (GMV) reached RMB10 billion, and the number of paid orders on the Douyin platform was 13.6 billion, as of the end of this fiscal year, the number of its self-operated products exceeded 120. The number of Dongfang Selection's overall self-operated products and live broadcast team is 1,103 people, of which 346 people are in the ** chain and product team.
Written by: Nandu reporter Peng Yuxin and Xi student Wang Han.