Dongfang Selection's top anchor Dong Yuhui's "Walking with Hui" is in full swing, and the "small composition incident" that occurred at the end of 2023 seems to have disappeared, and all parties have released their previous suspicions. However, in the hearts of many onlookers, including Dong Yuhui's fans, there is always a mystery: has Dongfang Selection been "de-Dong Yuhui"?
With the recent release of Dongfang Selection's 2023 business data, we seem to have found some answers. According to the data, Dongfang Selection's net profit last year exceeded 57%. The first person to get or perceive this data must be the top management of Dongfang Selection, including Yu Minhong. Does this poor financial data verify the conjecture of "going to Dong"? Is there a causal relationship between the halving of net profit and the "removal of directors"?
Net profit "cut in half".
On the evening of January 24, Dongfang Selection released its interim results report for the 2024 fiscal year, which is not the 2024 data, but the data from June 1 to November 30, 2023.
This is a "** report. On the one hand, Dongfang Selection achieved nearly 2.8 billion revenue during the reporting period, a significant increase of more than 34% year-on-year. But on the other hand, the company's net profit is less than 2500 million, a sharp decrease of 57 year-on-year4%。Even adjusted net profit fell by more than 15 percent.
This is a disappointing report. Dongfang Selection, which is embraced by traffic and frequently searched, is so "useless"? The capital market reacted quickly, and on January 25, the company fell 83%, down more than 12% intraday.
The first question that comes to people's minds is: Where did the money from Dongfang Selection go?
In the financial report, Dongfang Selection gave an explanation: mainly due to the substantial growth of the business, the inventory cost and transportation cost of self-operated products increased. In addition, it was also affected by the increase in wages and administrative expenses due to the rapid expansion of personnel, as well as the amortization of equity incentive expenses.
Looking back on Dongfang Selection's performance in 2023, its practicality can be summed up in two words, that is, "go it alone". On the one hand, the company did not want to be constrained by the Douyin platform and decided to develop its own app; On the other hand, the company did not want to be constrained by the outside in the cargo channel, and decided to establish its own front warehouse to solve the problem of efficiency in the transportation of agricultural products. At this point, it is obvious that he is learning from JD.com.
Whether it is a self-built APP or a self-built front warehouse, it is a big project that burns money.
"Go to Dong" question hand
The above analysis seems to have nothing to do with "de-Dong Yuhui", but in fact, it is not.
The "single-handedness" selected by Dongfang is bound to be a systematic project. In addition to not wanting to be controlled by the outside world in terms of "things" such as platforms and logistics, in terms of the "person" of the anchor, he also does not want to be swayed by the head anchor. From the perspective of internal logic, this just proves the necessity of "de-Dong".
Judging from the time node, it is also very coincidental.
The deadline for the above financial report is November 30, 2023, and the essay time will take place a week later, December 8. This ** storm, which seems to be only caused by "narrow-mindedness", is no longer as simple as "infighting" with the emergence of Dongfang Selection CEO Sun Dongxu giving lessons to netizens and dropping mobile phones.
At that time, there were many ** speculations about "de-Dong Yuhui". The subsequent occurrence of **fermentation, fan participation, stock price** and other events completely exceeded the expectations of the management of Oriental Selection, and finally Yu Minhong stood up, showing the momentum of "turning the tide", and the turmoil ended with Dong Yuhui's return and Sun Dongxu's resignation.
Even so, some follow-up things make people wonder a lot: how to deal with the annoying ones? Why did Sun Dongxu, who was disliked by netizens, continue to appear in the live broadcast room? Does this further demonstrate the speculation of "going to Dong"?
Critical 2024
Entering 2024, whether Dongfang Selection's "single-handed" strategy can succeed will be verified. At present, the situation is not optimistic, and it is facing many tests.
Although some progress has been made on the self-built APP platform, the main battlefield of Dongfang's selection of live broadcast goods is still the Douyin platform. For a company like this that "wants to leave when you get a benefit", can Douyin continue to give traffic support? This issue has been repeatedly discussed and analyzed over the past year, so there is no need to repeat it here. It can be said that Dongfang Selection's neck was pinched.
The biggest risk in the construction of pre-warehouse in the logistics field is whether Dongfang Selection's ability to carry goods can match this big project. Invest a huge amount of money to build a warehouse, but if there is less goods, it really becomes a warehouse, not a logistics transit station. Therefore, Dongfang Selection's live streaming ability and the development progress of its own products cannot be dropped.
Judging from the anchor's ability to bring goods, if Dongfang Selection really wants to "go to Dong", then this strategy has completely failed. Dong Yuhui's contribution to Dongfang's selection has not decreased, but has increased. The comparison of popularity and sales between the "Walking with Hui" account and the "Oriental Selection" account is enough to illustrate the problem.
For such an MCN institution as Dongfang Selection, this is definitely a huge hidden danger. Even if Dong Yuhui is loyal to Dongfang Selection, once any accident happens to him, Dongfang Selection will suffer a devastating blow. Therefore, from the perspective of enterprises, it is actually understandable to "de-Dong Yuhui".
How will Dongfang Selection deal with the above major problems? 2024 is critical.