The Dong Yuhui incident, also known as the "Little Composition" incident, originated on December 5, 2023, when Dongfang Selection released a propaganda called "Into Jilin" on its official social media**. In this **, the copywriting read by Dong Yuhui, the anchor of Dongfang Selection, was praised by netizens. However, Dongfang Selection later claimed that Dong Yuhui's "golden sentences" during the live broadcast were not all created by him personally, and some of them were written by the team. This statement sparked strong dissatisfaction among Dong Yuhui's fans, who called the move a "backstab".
After the incident fermented, Dong Yuhui's fans began to flock to the competing Gaotu live broadcast room to buy goods to show their dissatisfaction. In particular, the apology wording of Sun Dongxu, the CEO of Dongfang Selection, added fuel to the fire, and the number of fans dropped by more than two million. Affected by this, the share price of Oriental Selection continued to *** from December 11, and as of December 15, it fell by nearly 22% in a single week, and the total market value shrank to 266HK$4.4 billion, evaporating more than HK$7.5 billion in a single week.
In the process of fermenting the incident, Sun Dongxu, the CEO of Dongfang Selection, was removed from various positions such as executive director and CEO, and was replaced by Chairman Yu Minhong. On 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.
Although Dong Yuhui seems to have "successfully defended his rights", after this battle, his status in Dongfang Selection will inevitably attract greater jealousy from the upper echelons, and what will be the situation in Dongfang Selection in the future, whether he will enter the management in the future, have a greater right to speak, or improve his treatment, is still unknown. In addition, because of this incident, Dongfang Selection not only lost millions of fans in the live broadcast room, but also suffered serious damage to the accumulated reputation.
Overall, the Dong Yuhui incident was a public relations crisis caused by internal management issues, which had a serious impact on Dongfang Selection's brand image and stock price, and also had a profound impact on Dong Yuhui's personal career.