Dongfang Selection does not want to become Dong Fang Selection

In the past two days, Dong Yuhui's "small composition" incident has caused a lot of trouble on the Internet.

After the whole incident, the silicon star people will first help you sort it out.

Old fans know that the anchors of Dongfang Selection are all experts in "small compositions" with export chapters, and Dongfang Selection also knows this feature, and from time to time will let the anchors show their hands in the propaganda**.

On December 5th, in a Douyin** promoting the Oriental Selection "Jilin Trip", as usual, Dong Yuhui appeared on the camera with such a small composition.

It was originally a good thing, promoting the local characteristics, but Dongfang Selection posted a comment the next day and pinned himself to the top:

Now the comments are no longer visible, and judging from the comments and social discussions at the time, these words made some fans feel uncomfortable,The main owner hasn't said anything yet, you are here to add drama to yourself, this is not a backstabbing or something

But in fact, until the end of the "Jilin Trip" on the 10th, these discussions did not rise to the level of everyone's attention, and the sales at that time also hit a record high in the history of Oriental Selection.

The real fermentation of events came on December 12th.

On the same day, Yu Minhong, Dongfang Selection CEO Sun Dongxu and Dong Yuhui all responded to this incident.

Sun Dongxu used to broadcast live with Dong Yuhui before, and everyone is more familiar with his "stage name" Dongfang Xiaosun. In the live broadcast room, he first criticized the team, the work was emotional, and the communication method was inappropriate.

then responded to fans that the company recognized Dong Yuhui's contributions, and there was no owe in terms of treatment, and even somehow directly said that Dong Yuhui's annual salary was more than tens of millions of ...... as reported on the Internet

In addition, he also mentioned the fan circle, saying that the company resolutely said no to the behavior of the fan circle, and hoped that fans would stay calm.

Yu Minhong also criticized the inappropriate voice during the live broadcast, and also advised fans to express their views in a rational way and attitude.

And Dong Yuhui is not so much a formal response, in fact, it is more like talking and laughing with Sun Dongxu:

"I claimed to know the business very well 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, we communicated very fiercely tonight, and probably drank several pots of wine. ”

At the end of the comment, he also directly began to reply to fans, "There are always so-called 'fans' who provoke trouble back and forth in the name of love, and even cyberbully us!."”

At this point, Weibo's hot search began to become a comment area for Dongfang Selection. Wave after wave of entries related to this began to dominate the hot search.

The fan base attacked, and the onlookers were amazed by this internal contradiction and enthusiastically discussed the clues.

In order to calm the turmoil, Dong Yuhui sent another 1,000-word long article at half past one in the morning on December 13 as an official response:

However, after the response was issued, the incident still showed no sign of subsiding. Fans even more one-sidedly stood up to support Dong Yuhui.

Although Dong Yuhui's reply was very sincere, affirming his efforts, he also mentioned that he hoped that the company could get better and betterBut many fans still believe that Dongfang Selection has treated Dong Yuhui badly

Some people described this incident as opening a restaurant, where the guests said the dish was delicious and praised the chef, but as a result, the people who washed, cut, prepared, and served the dishes all came and said that we were a team, and everyone did it together, and they also asked for praise.

Then some fans followed the line and said:

But they just forgot that at the beginning, everyone in this restaurant cut vegetables and prepared dishes by Dong Yuhui alone, and after the plate was up, a team was formed when the amount was large, so that there were jobs for these people laterTypical pick up the bowl and scold the mother

For example, Sun Dongxu dropped his mobile phone when he responded in the live broadcast room;

Dong Yuhui's real annual salary is less than 10 million, and if he leaves early, the options will be zero;

Dong Yuhui changed the Douyin signature from "I used to be a teacher, now I am a salesperson" to "Don't care, don't be, don't be solid, don't be me" ......

Then fans began to shut down Dongfang Selection, and Dongfang Selection's Douyin account lost 410,000 fans in five days.

On the evening of December 14th, the number of Douyin fans selected by Dongfang, on December 9th, this number was still 31.16 million, and after a large-scale fan crusade, at noon on the 14th, Yu Minhong personally went down again and issued a ** statement for more than 4 minutes.

The statement generally said that as an employee, he posted his views on the official account of Dongfang Selection, and repeated it, which seriously lacked professionalism, and also showed that there were big loopholes in the company's management, and "I also apologized to Yuhui";

CEO Sun Dongxu mentioned in his response that Dong Yuhui's salary was also inappropriate, "Xiao Sun is young and energetic, but not mellow enough" (note: Sun Dongxu is 38 years old this year).

Then on the evening of the 14th, Sun Dongxu issued an apology**, apologizing to netizens and Dong Yuhui for his "lack of grace" words and deeds in the live broadcast room and his "unprofessional behavior" mentioning Dong Yuhui's salary.

This is the end of the matter.

Originally, it may have been just a scolding war between fans and fans, but in the end, it directly rose to the discussion of people's internal problems in Dongfang's selection

It is even rumored on the Internet that a chat record of Dongfang Selection has leaked out, showing that Yu Minhong is currently facing the dilemma of choosing between CEO Sun Dongxu and anchor Dong Yuhui.

This screenshot was later denied by Dongfang Selection.

However, everyone found that this is not the first time that the "contradiction" between Dong Yuhui and Dongfang Selection's management has been put in the public eye, but this year will be made every once in a while.

For example, in the "2,000 Dong Yuhui account incident" in September this year, about 2,000 live slicing accounts with Dong Yuhui's avatar and name suddenly appeared on Douyin.

Popular science is a knowledge point, live slicing is a feature that Douyin is in internal testing, and big anchors with goods can authorize their live broadcast content to multiple accounts, and the latter can publish live clips, put corresponding products on the shelves, and earn commissions by using the influence of big anchors.

In the face of the sudden extra 2,000 "Dong Yuhui accounts", Yu Minhong and Dong Yuhui themselves were stunned, thinking that they had encountered **.

As a result, the management jumped out and said, "There is indeed such a thing".

At that time, fans fired at the management in various wayssaid that Dongfang Selection was "de-Dong Yuhui", and at the same time, it was still squeezing his commercial value and damaging his personal image

Although Yu Minhong and Sun Dongxu interpreted some fans' remarks as "fan circle behavior", if you look closely, it doesn't seem to be exactly the familiar fan circle behavior. What is the fan circle, it is an organized and disciplined group, and I have never seen Dong Yuhui's fans vote for him on Weibo, ** to support him, etc., and I have never seen anyone whose fans are called "mother-in-law" (note: Dong Yuhui's fans call themselves).

And Dong Yuhui himself does not agree with the fan circle culture.

These few times the fans' one-sided support for Dong Yuhui is more like the performance art of Jay Chou's fans uniting to make Jay Chou's super talk list and finally rush to the first place on the list because of a sentence from Cai Xukun's fans.

A large part of those who stood up to speak for Dong Yuhui were actually netizens who were not used to the twisted attitude of Dongfang Selection's management

The "twisting" of the management lies inOn the one hand, he doesn't want to leave the outside world with the impression that he only has Dong Yuhui as a big anchor, and on the other hand, he really can't do without Dong Yuhui

It is risky to only do IP around a big anchor, just look at various previous experiences.

Most of the resources are used to bet on Li Jiaqi's beauty one, and after Li Jiaqi's live broadcast room was briefly blocked last year, he began to discover new anchors, but the effect was limited, and Li Jiaqi was all kinds of overturns this year;

Almost all of the homepage of the United States One is that Li Jiaqi lost Wei Ya's humility and did not bet on the big anchor anymore, but started the live broadcast matrix;

After making a friend also "used up" Luo Yonghao's influence, he began to "de-Luo Yonghao", and changed the name of the live broadcast room directly from "Luo Yonghao live broadcast room" to "make a friend";

Not to mention that Simba, the former first brother of Kuaishou, had no choice but to fade out of the background and promote his apprentice.

Dongfang Selection actually didn't want to take the path of supporting big anchors from the beginning, which is what a company with only MCN functions should do

On the contrary, Dongfang Selection's goal seems to be more "ambitious", and it has always shown its own ambition to be industrial.

As early as last year, when Dongfang Selection exploded, Yu Minhong said that the future direction of Dongfang Selection is to be an e-commerce platform with the screening and sales of agricultural products as the core, and its vision is not only on Douyin, but also on building a product system like NetEase Yanxuan.

Later, these goals were also achieved one by one: other platforms were launched, their own small programs and independent apps were launched, their own self-operated brands were launched, and various logistics providers were also deeply discussed with cooperation ......

So in terms of its positioning,It is expected that Dong Yuhui is not so "valued", and it does not have some obligation to respond to or appease Dong Yuhui's fans, which is the job of a star agency

This is also the "trivial matter" that Yu Minhong said in his statement.

But the special thing about Dongfang Selection, or one thing that it has not fully understood and knows how to deal with properly, is that it does have Dong Yuhui, a "star" anchor with a huge halo

This anchor makes it not like making a friend, without Luo Yonghao, it will become tepid, and it has become what people call "a platform for selling goods without characteristics".

Even, even Dongfang Selection himself may say that Dong Yuhui single-handedly turned Dongfang Selection into a profit, creating a profit of more than 900 million a year.

So no matter how much Dongfang Selection wants to "go to Dong Yuhui", his influence is there, at least in a short period of time, it can't be ignored, and as soon as there is all kinds of news of Dong Yuhui's resignation, the stock price is already a signal.

Before Dongfang's selection management finds a way to properly deal with the impact of big anchors, Dong Yuhui also looks like he is in a dilemma.

On the one hand, I can feel that his relationship with the company is still quite harmonious, he often talks and laughs with Yu Minhong, and has never had a discord with Dongfang Xiaosun, always puts the company first, always has a grateful heart, and knows how to reflect on himself.

The company's treatment for him is not bad, Yu Minhong promised to give him a share, and he sent it, and "quite a lot", he himself said in a live broadcast in February this year, "The current salary is the group's executive-level treatment, very satisfied."

Even if someone offered a salary of 200 million a year to poach him, he didn't agree.

On the other hand, it is true that without fans, he would not have achieved what he is today, and it is even more impossible for him to stand on the opposite side of fans.

It's like I've done all my part, but the two sides are going to quarrel, and while I respect the company's decision, I don't want to make the fans uncomfortable ......

Thinking about Dongfang Selection, which has been running fast all the way, these problems that have erupted today are actually brought about by a contradiction - this company, which may include Dong Yuhui, has a contradiction between its own positioning and the actual business model and the positioning of the outside world on them.

At the beginning, the reason why people liked Oriental Selection was because its temperament was very prominent, and the "cultural people" brought goods were completely different from other selling goods, and they enjoyed it just by looking at it. This seems to have gone out of the different routes of live streaming. Then it began a series of work such as self-built platform, self-built and self-operated ** chain, hoping to get rid of the limitations of an MCN. At the same time, it is already a listed company, with an older generation of experienced founders, with an average age of about 20 years old young employees, but at the same time continue to follow the most industrial way, screw-like design of the management structure. Everything shows that they are wary of the "live broadcast company", and Dongfang Selection seems to believe that they have become what they want. However, a year later, when it quickly built its own business model and made more than 900 million, the farcical reality of today's situation tells itI don't seem to be much different from other live streaming companies

After going around and around, I still can't get rid of the conflict and paradox between the big anchor and his fans and the platform: the anchor and the company are always in love with each other, everyone is trying to solve it, and the current Dongfang Selection doesn't seem to have found a solution yet.