Future.com, Beijing, February 22 (Reporter Ling Meng) On the first day of construction after the Spring Festival holiday in 2024, Oriental Selection Holdings, hereinafter referred to as "Oriental Selection"), was once again attacked by Wang Hai, a well-known anti-counterfeiter. On the 18th, Wang Hai posted on his personal Weibo that according to the whistleblower, the self-operated Ecuadorian white shrimp sold in the live broadcast room of Dongfang Selection concealed the addition and excessive use of shrimp medicine (preservative, bleach) sodium metabisulfite, which did not comply with national regulations and was suspected of maliciously defrauding consumers.
Then, the events ushered in a reversal. According to a person familiar with the matter, the weight of the sample submitted by the whistleblower for inspection is inconsistent with the white shrimp sold by Dongfang Selection for a long time, and the information in his report does not reflect the information of Dongfang Selection's products, and it is possible that the samples submitted for inspection are not Dongfang Selection products. At present, Dongfang Selection is going through the alarm process. On the 20th, Wang Hai once again posted a blog bombardment of the test report posted by Dongfang Selection showing sulfur dioxide, in which the marked "residue" was 00220g kg, but it is not marked on the product ingredient list. (Exposure email: rcaijing@163.)com News**: 010-56793767).
Oriental selection of South American white shrimp was exposed to conceal the addition of preservatives.
Recently, Wang Hai's personal Weibo posted again, exposing the problem of concealment and excessive addition of preservatives in the live broadcast room of Dongfang Selection, which set off a heated discussion. Wang Hai said that according to the whistleblower, Dongfang Selection's live broadcast room sold 6.95 million orders of self-operated Ecuadorian white shrimp, concealing the addition and excessive use of shrimp medicine (preservative, bleach) sodium metabisulfite.
Source: Wang Hai's personal Weibo.
The results of the test showed that the sulfur dioxide residue was detected in the samples submitted for testing 0155 grams 100 grams. According to the "National Food Safety Standard for the Use of Food Additives" (GB 2760-2014), the maximum residue limit of sulfur dioxide for fresh and frozen seawater, shrimp, crabs and their products in China is 01g kg, i.e. no more than 100 mg per kg.
Wang Hai said that Dongfang's selection of the self-operated South American white shrimp did not indicate the use of sodium metabisulfite in the ingredient list, which was suspected of maliciously defrauding consumers. At the same time, Wang Hai also shouted to Dongfang Selection in Weibo: "It is recommended to take the initiative to refund consumers and spend 6.9 billion yuan to buy a responsible image, I don't think it's expensive at all." ”
Source: Oriental Selection Live Room.
Affected by this incident, on the 19th, Oriental Selection (HK.1797) shares fell 648%。The day closed at 241 Hong Kong dollar shares, the daily decline was 53%。
However, events then reversed. A person familiar with the matter revealed to ** that the weight of the sample submitted by the whistleblower for inspection was inconsistent with the white shrimp sold by Dongfang Selection for a long time, and the information in his report did not reflect the information of Dongfang Selection's products, and it is possible that the samples submitted for inspection were not Dongfang Selection products. At the same time, the person familiar with the matter said that Dongfang Selection is currently going through the police process.
In addition, Dongfang Selection's customer service also replied that Dongfang Selection's self-operated South American white shrimp was imported in original packaging and had undergone strict inspection and quarantine by the customs. The detection of sulfur dioxide residues in different batches of white shrimp was "not detected" or detected in small amounts, all of which met the national standard.
On the 20th, Wang Hai once again posted a blog bombardment of Dongfang Selection, and the test report posted by Dongfang Selection showed that there was sulfur dioxide. "On the sales details page of this South American white shrimp, there is a test report uploaded by Dongfang Selection itself, and the last item of 'sulfur dioxide residue' is displayed as 00220g kg, but sodium metabisulfite is not indicated on the ingredient list of this product. ”
On the afternoon of the 20th, the reporter searched in the Dongfang Selection live broadcast room and found that the above-mentioned product South American white shrimp was still sold in the live broadcast room, and the sales volume had reached 70340,000 orders, the price of a single box with two different specifications is 88 yuan and 98 yuan respectively. In response to the progress of the incident and related issues, a reporter from Future.com sent a letter to Dongfang Selection, but did not receive any reply as of press time.
Negative public opinion continues, and the suspicion of fake rice sales in Wuchang remains unresolved.
Back at the end of 2021, under the implementation of the "double reduction" policy, New Oriental laid off 60,000 employees, paid nearly 20 billion yuan in cash expenses such as tuition refunds and employee compensation, and evaporated 200 billion yuan in market value.
After that, the founder Yu Minhong led the team to change from the field of education to e-commerce live streaming, and founded Oriental Selection. After just a few months of silence, Dong Yuhui, as one of the anchors, saved New Oriental with his outstanding talent and personality charm, and even circled a large number of "mother-in-law fans".
With the blessing of Dong Yuhui's traffic, Dongfang Selection's live streaming performance has surpassed "Crazy Brother Yang" many times, and frequently occupies the first place on the Douyin sales list. Some netizens commented on Dong Yuhui: "Others can't imitate Dong Yuhui." When selling corn, he reminds you of the summer nights of your childhood; When selling encyclopedias, he talked about the concept of education in poetic language: cultural people export chapters, and firewood, rice, oil and salt can also sell the feeling of wind and snow. ”
But Dong Yuhui's personal charm alone is far from enough. Recently, the negative public opinion of Oriental Selection has continued, and a series of turmoil has exposed product selection review, checks, and personnel management problems, which have put the brand reputation into a crisis.
During the "3.15" period in 2023, Dongfang Selection was selected by People's Daily Online and many others because the Ecuadorian "wild sea-caught" white shrimp sold in the live broadcast room were actually farmed shrimp
After a few months, the remarks of "September 18 is a good day" made by the anchor of Dongfang Selection during the live broadcast on September 18 of the same year caused an uproar. For a time, Dongfang Selection was criticized by the whole network.
At that time, Dongfang Selection conducted a profound review of personnel management issues, saying: "We will continue to strengthen education for serious mistakes in the words and deeds of anchors, and take this as a lesson to strengthen internal ideological education." ”
But this did not stop the Oriental selection anchors from "speaking freely". On December 15, 2023, Dongfang Selection anchor Tianquan not only imitated the behavior of then-CEO Sun Dongxu dropping his mobile phone during the live broadcast, but also "provoked" consumers with words, ridiculing him for not being able to afford egg yolk crisp, and claiming "I am a person who is not afraid of big things".
At the beginning of 2024, Dongfang Selection was deeply involved in controversy because the prune juice brought in was found to contain laxative ingredients. According to **, the product packaging shows "0 additives, 0 sucrose, 0 fat" and claims that there are no laxative ingredients. Dongfang Selection's customer service replied that the prune juice is not a self-operated product, and the product information cannot be found, so the problem cannot be fed back to the merchant for the time being. This turmoil once again exposed the rigor of Dongfang Selection's selection.
Immediately afterwards, Dongfang Selection fell into the Wuchang rice sales scandal. On January 22, Wang Hai, the anti-counterfeiter, and the official account of China Food Safety Network, "Food Safety China", both broke the news that the genetic similarity between the DNA fingerprint of Wuchang rice rice selected by Dongfang and the standard sample of Daohuaxiang No. 2 was only 8423%, the conclusion is different varieties, questioning their adulteration to make fake, shoddy.
Source: Wang Hai's personal Weibo.
In this regard, Dongfang Selection said that the rice has an authoritative plant variety DNA testing agency, which is indeed Daohuaxiang No. 2, and said that "we will strictly control the quality of the product, please rest assured to eat". On January 30, Wang Hai broke the news again that after the re-inspection of another batch of Wuchang rice selected by Dongfang, the results showed that the number of abnormal loci was as high as 22, and the conclusion was that the different varieties were still sold by Dongfang Selection and sold fake Wuchang rice.
The reporter noticed that on February 4, Wang Hai said on his personal Weibo that the platform had begun to implement "refund only", which confirmed the fact that Dongfang selected and sold fake and impermanent rice from the side. On February 18, Wang Hai's personal Weibo posted again, saying that "I hope Dongfang Selection can take the initiative to refund consumers who buy rice".
Walking with Hui" is highly sought after, and "Oriental Selection" or falling off the altar.
A series of negative public opinion turmoil has also caused the brand reputation of Dongfang Selection to be impacted. What had a direct impact on its number of fans was a "small composition" storm at the end of last year.
At that time, an incident with publicity copywriting as the fuse triggered a multi-party "debate" at the level of Dong Yuhui's fans, Dong Yuhui personally, and Dongfang Selection Company. In the end, the turmoil ended with the removal of CEO Sun Dongxu from the post of Oriental Selection, and Dong Yuhui was promoted from the anchor with goods to the cultural assistant to the chairman of the board of directors of New Oriental Education and Technology Group, and concurrently served as the vice president of New Oriental Cultural Tourism Group.
The change of identity is given by Dong Yuhui's high-traffic blessing for Dongfang Selection. The successful transformation of Dongfang Selection is inextricably linked with Dong Yuhui. The data shows that due to the "small composition" turmoil, the number of fans in the Dongfang Selection live broadcast room has decreased by nearly 3 million.
After the "small composition" turmoil, Dongfang Selection also opened a personal Douyin account "Walking with Hui" for Dong Yuhui, and set up a personal studio for him, which is 100% controlled by Dongfang Selection. According to Yu Minhong, this is an independent platform and independent IP, and the income is included in Dongfang Selection to ensure the interests of Dongfang Selection shareholders. If Dong Yuhui leaves Dongfang Selection, the ownership of the account will belong to him (Dong Yuhui).
This also means that the establishment of "Walking with Hui" is the second brand created by Oriental Selection Company, but it also constitutes competition with its main live broadcast room "Oriental Selection". With the blessing of Dong Yuhui's personal volume, the number of fans in the live broadcast room of "Walking with Hui" has risen rapidly. According to the data, as of February 21, 44 days after the first live broadcast of "Walking with Hui", its live broadcast room has increased by more than 16 million fans. According to Feigua data, the sales volume of the "Walking with Hui" live broadcast room in January 2024 will reach 92.8 billion yuan, much higher than the performance of "Crazy Brother Yang" in the same period 53.8 billion yuan.
In contrast, without Dong Yuhui's "Oriental Selection" live broadcast room, the number of fans, popularity and sales performance are much worse than before. Feigua data shows that the daily sales of the "Oriental Selection" live broadcast room in January this year were between 10 million yuan and 25 million yuan, a significant decline from December.
At the same time, after Dong Yuhui left the "Oriental Selection" live broadcast room, the number of real-time people in the live broadcast room was only maintained at 20,000 or 30,000 people, and the number of real-time people in some sessions was even only a few thousand, far less than the level of Dong Yuhui's period. Taking the live broadcast from 14:00 to 16:00 on February 21 as an example, the number of real-time ** people in the live broadcast was only maintained at more than 6,000 people. Previously, the number of real-time ** people in Dong Yuhui's "Oriental Selection" live broadcast room often exceeded 100,000+.
According to ** reports, "Walking with Hui" had more than 100,000 viewers squatting before the first live broadcast after the year. After Dong Yuhui himself appeared, "Walking with Hui" quickly topped the list of goods on the Douyin platform. According to Gray Dolphin data, the live broadcast room with Hui has a cumulative increase of more than 120,000 fans on February 19, and the sales volume of goods throughout the day is 25 million yuan to 50 million yuan.
In contrast, the "Oriental Selection" live broadcast room chose to start broadcasting on the third day of the Lunar New Year. However, unlike the good start of "Walking with Hui", the performance of "Oriental Selection" was unsatisfactory. According to the data of Gray Dolphin, the average daily sales of the "Oriental Selection" live broadcast room during the Spring Festival holiday are only about 1 3 of normal working days. In addition, during the holiday, the number of followers of the "Oriental Selection" account decreased at a rate of about 10,000 per day.
As of February 21, the current number of fans in the "Oriental Selection" live broadcast room is 309780,000, the number of fans is still inferior to the level before the "small composition" storm.