** Bohufn
Author |Spirit.
In the past few years, with the rise of the live broadcast format, MCN institutions have a deep soil for growth, and have emerged one after another since then. At the same time, the "twisted" relationship between MCN institutions and Internet celebrity anchors has also begun to attract attention from the outside world.
At one point, it was "twisted", and the chaos between institutions and Internet celebrities continued. Among them, there are many Li Ziqi and Wei Nian, "Lang Stomach Fairy" and You Su, Zhu Once and Zhang Xiaoce, who have received widespread attention, and ......
When MCN institutions rise to the top with the halo of celebrity anchors, and then form an over-dependence on a single individual, the two sides naturally have conflicts in terms of interests and rights. For a long time, there has been no exemplary solution to this problem, which limits the potential of MCN as a business entity.
The cooperation between Weinian and Li Ziqi can be called a good story, but it has not escaped the long-term curse of the industry. Li Ziqi concentrates on content, and Weinian is responsible for commercial operations, the former builds word-of-mouth, and the latter creates revenue.
In August 2018, Li Ziqi's Tmall store of the same name officially opened, and in only 6 days after it was launched, the sales of this store with only 5 products exceeded 10 million yuan. According to Dolphin Club data, the brand will achieve revenue of 1.8 billion yuan in 2021, a year-on-year increase of 20%.
It's a great partnership from both a content and a business perspective. However, this wonderful co-creation ushered in a "heavy blow" in July 2021 and has continued to break since then. Tianyancha shows that on October 25, 2021, Sichuan Ziqi Cultural Communication sued Hangzhou Weinian Brand Management and its founder Liu Tongming to the court.
Until December 27, 2022, Weinian announced, "Weinian and Li Ziqi reached a settlement under the mediation of the Mianyang Intermediate People's Court." This dispute seems to have come to an end, but the "IP myth" created by both sides can never be returned.
According to the observation of the city boundary, in 2020, the sales of the "Li Ziqi" brand will reach 1.6 billion, and Li Ziqi will only receive 3 million yuan.
In the final analysis, behind this is still the conflict between the interests of the institution and the influencer, and the contradiction between the institution and its powerful individuals. After the Internet celebrity gradually became stronger, the previous profit-sharing model no longer meets the current situation, but the platform does not make concessions;Or, there may be new adjustments made by both parties, but one of them is not satisfied, and there is a stalemate. All of these have caused institutions and Internet celebrities to know each other in micro, but it is difficult to become bigger and stronger together.
In the past few days, the Dong Yuhui incident, which has been in a uproar, is essentially similar to the conflict between institutions and Internet celebrities.
Under the influence of the policy, New Oriental transformed and launched the live streaming brand Oriental Selection. Since then, Dong Yuhui has been known by the majority of netizens with his unique way of bringing goods through live knowledge. Dong Yuhui gradually developed into a powerful individual within Dongfang Selection. According to online news, Dong Yuhui contributed nearly half of the sales to Dongfang Selection. This news has not yet been confirmed, but what is certain is that Dong Yuhui can indeed shake the fate of Dongfang Selection on his own.
In just a few days when the small composition incident continued to ferment, Dongfang Selection's Douyin account accelerated its loss of fans, from 31.16 million fans before the crisis to 28.4 million at one point. It wasn't until Dong Yuhui returned to the public eye that he appeared in the live broadcast room twice with Yu Minhong, and the number of fans rose back to 31.23 million.
In the face of the ** crisis caused by this small essay incident, Yu Minhong and other executives probably did not expect it. The tide was so surging that in the early morning of the 16th, Dongfang Selection announced that it would stop broadcasting that day, and thought about it behind closed doors, and then posted a number of apology letters on the same day, and he almost knelt down with full sincerity.
The salvation of this crisis is indeed due to Yu Minhong's change of thinking.
Dong Yuhui, who returned to the live broadcast room, has a new identity. Late at night on December 17, Oriental Selection released a live broadcast trailer, and on the trailer poster, Dong Yuhui's introduction changed to "Oriental Selection Senior Partner". On the afternoon of December 18, Yu Minhong issued an announcement on his personal Douyin account, saying that after the research and decision of the group's board of directors, Dong Yuhui was appointed as the cultural assistant to the chairman of New Oriental Education and Technology Group and the vice president of New Oriental Cultural Tourism Group.
In a speech at a conference on the 19th, Yu Minhong mentioned, "When you rely on employees with great ability to build a business model to achieve development, you have to be prepared to work for employees." ”
He attributed the incident to the fact that the management team is still using traditional thinking to manage these excellent streamers. "Friendship lasts for a while, but you can't always rely on friendship. Therefore, the problem behind Dongfang Selection is that the traditional management model cannot adapt to the current business model. ”
In fact, this logic of reflection also applies to MCN institutions and Internet celebrities. With the rise of new business formats, matching institutions are also emerging. When the old management method is no longer applicable, MCN institutions should try a new management and operation model, instead of causing a lose-lose situation when conflicts erupt, which is not conducive to the continued potential of MCN institutions.
Dong Yuhui's incident this time actually gave a bloody lesson: blindly de-heading, if you are not careful, the platform may also be planted in it, especially when the head anchor is an important asset of the platform.
There is nothing wrong with de-heading, and it is also a guarantee for the platform and the institution. In the past, many platform institutions were also gradually de-headed, in order to eliminate the uncertainty brought by a single head anchor to the platform.
The problem is that drastic de-heading without a transition is highly likely to backfire.
During the small composition incident, Luo Yonghao once talked about "de-Luohua" in the live broadcast room, to the effect that de-Luohua was carried out by himself with the intention of making a friend, but if he had the attitude of kicking him out at that time, the result would not be the current situation.
Back to Dong Yuhui's incident, the reason why it has aroused great public attention and anger is essentially because the means are too tough, which intuitively makes the outside world feel that Dongfang Selection underestimated the value of Dong Yuhui. So there were many fans and passers-by who were upset for Dong Yuhui. Even the audience felt uneven, which shows how "cliff-like" Dongfang Selection's de-heading is.
Dongfang Zhen used his own ups and downs to verify that the "rogue" de-heading, even if the anchor agrees, the bystanders will not agree.
However, with the condemnation of tough "de-glorification", soft "de-glorification" may be being born. This time, people watched, but didn't say anything, or said that it was useless.
On the 20th, Dong Yuhui appeared in the Oriental Selection live broadcast room for the first time after the turmoil, and appeared with Yu Minhong. It was also in this live broadcast that Yu Minhong mentioned that Dong Yuhui will take a long vacation next, and will take over New Oriental Cultural Tourism after he returns. That night, before leaving the live broadcast room, Dong Yuhui bowed deeply to the camera and said "goodbye". Subsequently, "Dong Yuhui de-huihua" quickly ranked first on the Weibo hot search list.
Combined with various actions, the outside world has a new interpretation: "This time, Dongfang Selection is really 'de-glorifying'." "MCN Founder Li Shuru said" When talking about Dong Yuhui's promotion, he said, "Dong Yuhui lost. Senior partner, cultural assistant to the chairman, and vice president of cultural tourism, it seems that he has been promoted, but as a manager, what are you doing in your job, participating in management, and reducing live broadcasts, isn't this just going to Dong Yuhui, and blocking the mouth of Youyou. Lao Yu said that he would build a studio for him and broadcast live by himself, but after leaving Dongfang Selection, it is still unknown how much value he still has. ”
However, the party Dong Yuhui also has his own different voices. In an interview with China**.com, Dong Yuhui mentioned, "Mr. Yu respects my habits, but also gives me full freedom to do things, and gives me a separate studio, which is wholly owned and controlled by Dongfang Selection, will adhere to the agricultural genes of Dongfang Selection, or will sell a large number of agricultural products." Without affecting the daily live broadcast of Dongfang Selection, a big account with 30 million followers, I have more freedom to interview some writers, recommend some books, and go to scenic spots all over the country. You can understand it as Dongfang Selection has opened another account, but with this account, I can do things more freely. A lot of people thought I was gone, I didn't. ”
At least, this time, the "de-embellishment" was carried out "happily".
In fact, regardless of whether Dongfang selects "de-glorification" or not, it is certain that when the "superstar" falls, almost no one can be left alone. Dong Yuhui's promotion started a new "New Oriental Journey", which is more like a common bet between Yu Minhong and Dong Yuhui. If you succeed, you will take a broader journey to the East, and if you fail, you will lose the starlight that rises together.
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