Recently, Dongfang Selection has become the center of the topic again. According to relevant news, not long ago, the Douyin accounts of Oriental Selection once launched the logo of "MCN Oriental Selection", but then this logo was removed. But so far, Dongfang Selection has not responded to this.
As the top stream of the live broadcast industry, Dongfang Selection's every move has naturally attracted much attention, so much so that although the existence of the "MCN Oriental Selection" logo is only less than an hour, it has still sparked a lot of discussions. And because Dongfang Selection has always emphasized that it is a new self-operated product and live broadcast e-commerce company, this also makes it seem to some people that this move may mean that Dongfang Selection will change its course and start MCN.
There is a point of view that in the half year ending November 2023, due to the sharp increase in the costs related to the self-operated product business, Dongfang Selection ushered in the bottleneck of "increasing revenue but not increasing profits" for the first time after the transformation, and the Douyin live broadcast room with Hui, which does not sell self-operated products and is led by the head anchor Dong Yuhui, has completely surpassed the live broadcast room of Dongfang Zhen's Douyin main account in terms of number of people and sales, so the appearance of the "MCN Oriental Selection" logo may mean the "horse race" between the two It has ended, that is, Dongfang Selection will compromise with traffic, change to the idea of MCN and anchors bringing goods, and encourage anchors to survive the fittest, sell more and get more.
In addition, anchors such as Dunton, a subsidiary of Oriental Selection, said in a live broadcast a few days ago that they have obtained the authority to undertake business activities externally, which is also considered by the outside world to be one of the signals that Oriental Selection will turn MCN. What's more, he also shouted at Yu Minhong in the comment area of Dongfang Selection's related Douyin accounts, and even third-party Douyin accounts, saying that since Dongfang Selection wants to be MCNIZED, should Dong Yuhui be reissued with performance.
But is it really going to work out that way? You must know that as early as 2022, shortly after Dongfang was selected out of the circle, Yu Minhong made it clear that the company is not an MCN institution. And when answering the relationship between Dongfang Selection and Hui and Dong Yuhui at the shareholders' meeting in January this year, Yu Minhong also clearly reiterated this point. In his opinion, if Dongfang Selection only relies on Dong Yuhui to develop alone, then this is not a normal company, a normal company should be an all-round development, all anchors must go all out, and the company itself needs to go all out.
Some people may think, can't Dongfang Selection adjust its strategic direction within a month? Of course, this possibility is not impossible, but it is obviously very small. You must know that from the perspective of business model, although self-operated products are currently pulling down the profit performance of Dongfang Selection, considering the long-term development, it is bound not to give up this business line. Although it is good to enjoy the shade with the back of the big tree, at present, Dongfang Selection is only a banner in the Douyin e-commerce ecology, and this banner is not necessarily Dongfang Selection.
As a veteran listed company, it is obviously impossible for Dongfang Selection to put its lifeblood in the hands of others. In Yu's words, "the lively business model built on external platforms is very fragile." Therefore, Dongfang Selection has successively launched its own APP, self-operated products, and built its own ** chain system, sold 199 yuan of annual fee members, and even successively entered ** and other platforms, this series of operations is undoubtedly trying to consolidate its moat.
Therefore, it is almost foreseeable that in the future, Dongfang Selection will not only not shrink the front, but will continue to invest heavily in its own business. With the business line of self-operated products, Dongfang Selection is fundamentally different from MCN.
In addition, although Dongfang Selection is an independent enterprise, it is also a subsidiary of the education and training giant New Oriental. Even though Oriental Selection has decided to completely divest its education business, the direction and fate of Oriental Selection have always been closely related to New Oriental after all. The "first elimination system" is the tradition of New Oriental, once Oriental Zhen chooses MCN and begins to serve individual anchors, how will New Oriental's employees feel?
In the final analysis, whether it is the business philosophy that Yu Minhong has believed in for many years, or the business model that has developed so far, it has been decided that the past, present and future Oriental Selection will most likely not embark on the road of MCN.
Taking a step back, if Dongfang Selection is really determined to switch to the MCN model, why should it remove the relevant logos? If it is to explore the market attitude, it may not be too "risky". After all, the valuation logic of live broadcast e-commerce companies and MCNs is completely different, let alone in the same order of magnitude, and now the capital market is also voting with its feet for Dongfang Selection, and the stock price is the most direct response.
The fact that anchors such as Dunton have obtained the right to undertake business activities externally is not so much that this move represents Dongfang Selection moving closer to MCN, but rather that it hopes to allow anchors to get more income by relaxing restrictions while adhering to the positioning of live broadcast e-commerce companies. After all, after the "Little Composition" incident, Yu Minhong has promised that the salaries of all anchors selected by Dongfang will be adjusted. However, for Dongfang Selection, which is now expanding its territory, it is still very important to control costs, and in the case that it is obviously impossible to reduce expenditure, open source is the best choice.
As for the launch and withdrawal of the relevant logos, it may just be that Dongfang Selection applied for some MCN-related capabilities from Douyin, and the background mechanism was "triggered", and then it was urgently withdrawn after being discovered. After all, under the rules of Douyin, the resources and related rights and interests obtained by MCN accounts are different.
Of course, as the saying goes, where there are people, there are differences, and where there are differences, there are fights, although Yu Minhong chose the direction of not doing MCN for Dongfang Zhen, but it may not be able to convince everyone. You must know that it is the mainstream trend in the industry that anchors rely on sales to get a share, and even control MCN and take the majority of the market. In contrast, although the outstanding Dongfang selection anchors are also expected to be granted equity incentives and even set up a separate studio, they also need to be bound to the company for a long time, and the color of workers is also stronger. Although there is the blessing of ideals, under the huge gap, it is inevitable that some people will be dissatisfied.
For example, the number of anchors and team members who are currently traveling with Hui is far less than that of Dongfang Selection, but the performance contributed far exceeds the latter. If there is a mismatch between the performance and the income generated, it is very likely that the team members of the same team will be out of balance in the future, but if the treatment and reward mechanisms of the two teams are different, the members of the other team may also have other ideas. Therefore, it is foreseeable that if there are anchors or managers whose ideas are inconsistent with this concept in the future and cannot be eliminated, then Dongfang Selection is likely to choose to break off its arms to survive and split the relevant teams.
But then again, although there are many relevant discussions in the market, for consumers, how Dongfang Selection positions itself and whether it will be MCN is just a "minutiae", and whether it can provide high-quality and cost-effective products is obviously a more important thing.
This article is from the Internet