Exclusive: Dong Yuhui's real annual salary is less than 10 million, and Dongfang Selection is accelerating its cutting|Deep Web

Source: Visual China

Author|Zhang Rui

Edited by Kang Xiao

Produced by|Deep Web.Tencent Xiaoman Studio

Dongfang Selection CEO Sun Dongxu responded with another fire, proving that the rift between the popular anchor Dong Yuhui and Dongfang Selection due to the "small composition incident" has not reached a real settlement.

On the afternoon of December 14, Yu Minhong, the founder of New Oriental, released a video statement on social platforms in response to the small essay controversy. The core messages expressed by Yu Minhong include:

• 1

  It was originally a small matter within the company, but it became a surging public opinion because of improper handling;

• 2

  Xiaobian's approach is seriously lacking in professionalism, and Sun Dongxu exposed Dong Yuhui's improper income, which also shows that there are big loopholes in the company's management;

• 3

  I don't think Dongfang Selection has a fan circle culture, and I resolutely resist the fan circle culture.

However, Yu Minhong did not give a final solution to this matter.

Previously, Sun Dongxu's public response caused huge public opinion controversy: first, he was accused of educating Dongfang to select fans with a reprimanding attitude; second, as the company's CEO, he publicly exposed that Dong Yuhui's "annual salary is more than tens of millions, but only a part", and he was accused of not being professional enough; third, opposing the fan fan circle culture was accused of buttoning Dong Yuhui's fans.

Especially for Dong Yuhui's income, it has aroused public curiosity and speculation.

In this regard, a high-level person from New Oriental revealed to Tencent News "Deep Web" that Dong Yuhui's income is composed of annual salary plus options, and the real annual salary is about several million after tax, but the options have not yet been issued, and it is expected that the first batch of options will be lifted in April next year.

Of course, according to the provisions of most companies' option contracts, once Dong Yuhui leaves ahead of schedule before April next year, all options will be zeroed.

The person also revealed that after Dong Yuhui became popular last year, an institution offered an annual income of 200 million yuan to poach Dongfang Selection, but Dong Yuhui did not agree.

It is worth noting that Dong Yuhui's current IP address is displayed in Xi'an, and he has changed his social account profile.

According to the noon report of "Whipping Bull", a chat record leaked from inside shows that Yu Minhong is currently facing the dilemma of choosing between CEO Sun Dongxu and anchor Dong Yuhui.

According to Southern Metropolis Daily, Dongfang Selection said, "At present, Dong Yuhui is still working for Dongfang Selection, but it should not be broadcast in the near future." In response to the small essay incident, the company's staff is currently investigating, and the follow-up information will be announced through the official. ”

The contradiction between Dongfang Selection and Dong Yuhui is moving towards irreconcilability.

The ins and outs of the "Little Composition" incident

On December 6, Dongfang selected the official account of Douyin and the editor of the editor to reply to the top of the "who is the source of the promotional copy", which caused dissatisfaction among Dong Yuhui's fans.

In order to calm down this trivial matter, Dong Yuhui jokingly ridiculed in the follow-up live broadcast, "The editor who claims to know the business very well replied in the comment area, which caused many friends to feel uncomfortable, and I sued Mr. Yu directly." Teacher Yu asked me to communicate directly with Dongfang Xiaosun, not to be too polite. I communicated with Mr. Sun very intensely, and I drank several pots of loose baskets. ”

Dong Yuhui personally went down to solve the siege, thinking that the matter would end here. Unexpectedly, the next day, the editor's operation of putting his "grievances" on the top directly ignited the anger of Dong Yuhui's fans, and they angrily "climbed the wall" to go to the competitor's "Gaotu Jiapin" live broadcast room.

On the evening of the 12th, Yu Minhong, founder of New Oriental, and Sun Dongxu, CEO of Oriental Selection, both responded to the matter in the live broadcast. Sun Dongxu directly pointed out in the live broadcast: "Dong Yuhui's suspension of broadcasting is improper, the company recognizes Dong Yuhui's contribution, and his annual salary is more than tens of millions." ”

Dong Yuhui's fans were not satisfied with this, and commented on social platforms that Dong Yuhui had already publicly revealed the source of the creation of the small composition, and Dong Yuhui's small composition was also mentioned by the official name of Dongfang Selection, but after the small composition became popular, it was obviously intentional to be used by the editor of the official name to publicly say things, deliberately embarrassing Dong Yuhui.

In order to calm down the matter, Dong Yuhui also replied with a long post on Douyin in the early morning of December 13.

In the response, Dong Yuhui mentioned that the original intention of starting a business was to develop agriculture, resist the "fan circle" culture, and oppose the stigmatization of anyone with the fan circle culture, and at the same time called for rational speech.

"Always think about yourself, don't talk about people's wrongs. I don't like to talk about people, to get into conflict with people, or to have intense emotional confrontations, and people who know me know that I love and who love me respects me. Dong Yuhui said.

But this series of operations failed to win back fans. On December 13, Oriental Selection stopped broadcasting. As of 11:00 on December 14, Dongfang Selection's Douyin live broadcast room had 30.901 million fans, compared with 31.15 million on December 9, 250,000 fans in 5 days.

Accelerate the "de-Dong Yuhui"

In the eyes of some fans, Dongfang Selection's Jedi rebound is inseparable from Dong Yuhui's out-of-the-circle and the blessing of his personal style, and now the editor is openly "erasing" Dong Yuhui's credit, which makes Dong Yuhui's fans unacceptable.

However, in Sun Dongxu's eyes, the uncalm behavior of some fans is "fan circle culture", and he also pointed out in the live broadcast on the 12th, "Resolutely say no to fan circle behavior." ”

Dongfang Selection has long understood the importance of "not putting all your eggs in one basket". In terms of anchor training, in addition to Dong Yuhui, Shi Ming, Dunton, YOYO, Xiaoqi and other anchors who came out of the circle in the early days, there are also new anchors such as Lele, Tianquan, Chaofeng, Daqi, Tongtong, Taotao, etc.

A person familiar with the matter revealed, "On October 29, 2022, after the special live broadcast of Dongfang's selection of Shandong good things, Dong Yuhui, Dunton, Mingming, YOYO, Xiaoqi, Jesse, Dongdong, Zhongcan, Dong Dong and other anchors began to take a break, and new anchors such as Peng Peng, Tianquan, and Feng Feng also supported the GMV of nearly 20 million on the main account from October 31 to November 2. ”

Dongfang audition tasted the sweetness of cultivating new anchors in the early stage, but it was counterattacked many times in the process of "diluting Dong Yuhui's influence".

Dongfang Selection's first attempt to "de-Dong Yuhui" occurred at the beginning of this year.

During the Spring Festival this year, from January 21, Dong Yuhui was arranged for a 12-day holiday, which affected Dongfang Selection's live broadcast sales fell sharply. According to data, the average sales of Dongfang Selection's Douyin live broadcast room for half a month were 250 million-350 million yuan, and from January 21 to February 7, Dongfang Selection's live broadcast sales were 100 million-250 million.

Because Dong Yuhui, who ended his vacation, did not appear in the live broadcast room on time, the industry even reported that Dong Yuhui was going to resign. On February 8, Dong Yuhui returned to the live broadcast room, and in the next two days, Dongfang Selection's stock price rose 12% for two consecutive days.

"I don't dare to take a break, and if I take a break, Dong Yuhui has resigned passively, and everyone is rumoring every day that Dong Yuhui is going to leave. Dong Yuhui teased himself in the live broadcast after that.

When Dong Yuhui's energy was enough to affect the company's stock price, Dongfang Selection began to consciously weaken and disperse the brand effectiveness of "Dong Yuhui".

Since the beginning of February, Dong Yuhui has frequently appeared in the live broadcast rooms of Oriental Selection's books, Oriental Selection to see the world, and Oriental Selection will enter the wine. In addition, some netizens found that the label of "Yuhui push" was removed from the Dongfang Selection Book Number, and the image of Dong Yuhui, the "square-faced teacher" on the brand steak, was also missing.

At the same time that Dongfang Selection tried to weaken Dong Yuhui's influence, the former did not forget to transform "Dong Yuhui" into the company's intangible assets, according to the enterprise investigation, Dongfang Preferred (Beijing) Technology Co., Ltd. (Dongfang Selection) and a number of natural persons have registered the "Dong Yuhui" trademark.

The second time Dong Yuhui and Dongfang Selection had a "suspicion" head-on was this year's slicing incident.

In September this year, some fans discovered that more than 2,000 accounts with Dong Yuhui as their avatar and name suddenly appeared on Douyin, and they also sold goods with small yellow cars. In this regard, Dong Yuhui replied in the live broadcast that he did not receive the company's authorization notice, and reminded everyone not to be fooled.

In this regard, these accounts with goods are not to be outdone, claiming to have obtained the official authorization of Dongfang Selection.

In response to the contradiction between Dong Yuhui and the account with the goods, Yu Minhong came forward to coordinate, apologized in the live broadcast and said that there were "serious problems" in the promotion process of the "slice authorization" project of Dongfang Selection, and he had seriously criticized the management and apologized for the confusion caused by netizens.

Although the slicing incident finally ended with Yu Minhong's apology and introspection, Dong Yuhui and Dongfang Selection were inconsistent in their concepts and actions, which openly opened the gap between the company and the head anchor.

The "small composition" turmoil further shows that the core asset of Oriental Selection, "Dong Yuhui", is passively being pushed to the opposite side of Oriental Selection.