01
In the past two days, after reading the "Dong Yuhui's small composition" incident that has caused a lot of uproar on the Internet, I just want to say one sentence:
They were the ones who created the gods in the first place, and they are the ones who destroy the gods now.
It's just that you think I'm talking about the rice circle?
No, this time I'm talking about Oriental Selection.
I have also read a lot of articles about the ins and outs of this matter, some are rational, some are emotional, some are on the side of Dong Yuhui, and some are on the side of Dongfang Selection, but most of them have not reached the point.
Because they got the beginning of this matter wrong.
Therefore, many people see this as a single event.
I can't understand how to write, I can't see clearly how I look at it, the trade-offs in this, the balance of interests in this, are by no means as simple as imagined.
In fact, the beginning of this matter did not start with the editor's comments under the Jilin special essay, but from 2021.
In July of that year, the national "double reduction" policy was implemented, and a major earthquake occurred in the education and training industry, and the entire main business on which it depended was affected and impacted, and it was impossible to survive at all.
The first to bear the brunt is New Oriental, which has ushered in its darkest moment since its establishment.
As a leading enterprise in education and training, New Oriental has suffered a fatal blow, the market value of its stock has evaporated by 90%, tens of billions of assets have been lost, and the entire company is in deep trouble, and it will be on the verge of bankruptcy if it is not careful.
In order to let the company breathe a sigh of relief and seek another way of development, Yu Minhong stood up, surrendered 1,500 teaching sites across the country, and tearfully dismissed more than 40,000 employees.
also donated 80,000 sets of brand-new desks and chairs, and lamented and wrote such a sentence in the circle of friends: The era of education and training is over.
This sentence is not only written for netizens, but also for yourself.
It was also from that time that New Oriental had to find a new way out, and it could not make less money than the education and training market.
Under Yu Minhong's repeated consideration, he set his sights on agriculture and agriculture, and entered this track in the form of live broadcast, named "Oriental Selection".
He even went down in person and brought the goods in person, wanting to use his fame to increase fans in the live broadcast room.
However, the team has been live on a certain platform for four or five months, and the number of viewers has arrived, and the number of people who placed orders is incomparable with the number of applicants who did education and training that year.
Until June 2022, a splashing wealth smashed into him, and Dongfang Selection suddenly became popular.
02
All this comes from an anchor named Dong Yuhui.
He used to be an English teacher at New Oriental, and he wanted to quit his job, but he continued to stay by mistake and did a completely different job than before.
It is precisely because he used to be a teacher, and he is also very good, so he always wants to bring knowledge to fans during the live broadcast, and always starts teaching relevant English while introducing the product.
Such a novel form of live broadcast makes many former students of New Oriental, even those who have never taken New Oriental classes, feel novel and dedicated.
Listen, listen, in the word of mouth day and night, batch after batch of people poured into the live broadcast room of Dongfang Selection.
Slowly, Dong Yuhui is not limited to teaching English, he is knowledgeable, and he is even more exported, and golden sentences are frequent, making everyone feel that placing an order here seems to be tall.
In other people's live broadcast rooms, introduce you to a product, and most of the things you hear are like this:
Babies, trust me, this product is so good, buy it, buy it, buy it......
And here in Dong Yuhui, what you hear is a lyrical essay.
For example, if he sells iron pots, he will say:
It is the mother's hand, the father's sad face, and the old man's heart looking forward to the return of his wanderer......
He sells ham and will say:
It is the smell of the wind, the taste of salt, the magic of nature and the salting of time......
He sells anchovies, and he will say:
This is the most elegant and romantic fish, which does not run away when caught in a net, and accepts its fate for fear of scratching its scales......
There is not a single word "buy", nor a word to praise the good product, but this one after another is gentle and poetic, which is particularly picturesque, and some netizens cry while placing orders.
They said:
I avoided Wei Ya and Li Jiaqi, but I didn't avoid Dong Yuhui after all.
Because he's so empathetic.
And this kind of empathy, not pretentious, not pretentious, is like you especially miss a distant relative, and see the shadow of your relative in this product.
As for what happened later, everyone knows that relying on Dong Yuhui's outing, Dongfang Selection has also become the biggest beneficiary.
Even, it can be said something like this:
Without Dong Yuhui, there would be no Oriental Selection.
It is also because of Dong Yuhui's popularity that Oriental Selection has not only gone from a start-up company to a standalone company in the past year or so, but also went public, allowing everyone to live a very nourishing life, and naturally helped New Oriental survive the cold winter and gain a firm foothold in the commercial market again.
According to Dongfang Selection's 2023 financial report, from June 1, 2022 to May 31 this year, Dongfang Selection's annual net revenue was 4.5 billion yuan, an increase of 651% year-on-year, and its net profit was 971.3 million yuan, turning losses into profits.
Yu Minhong even publicly thanked Dong Yuhui and was grateful to him:
Fortunately, Dong Yuhui came out, without him, Dongfang Selection would not have sold so well.
03
At that time, Dong Yuhui was undoubtedly the biggest trump card held by Dongfang Zhen, and he even killed the entire team of some companies by himself.
He came out casually, blurted out a small composition, and it is the golden signboard of the Dongfang Selection live broadcast room, which is the source and motivation for everyone to place orders.
To this day, fans often leave messages under the video, praising his literary brilliance.
It is also Dongfang Selection that has become the head on the track of agriculture, agriculture and agriculture, and since this year, it has undertaken a large number of provincial-level agricultural assistance tasks and carried out live broadcasts all over the country.
This is a good thing, if this matter is successful, not only in the eyes of the official, but also in the eyes of netizens, Dongfang Selection is different from other Internet celebrity delivery companies, whether it is status, favorability or endorsement, it will rise in a straight line.
Of course, Dongfang Selection also attaches great importance to this national agricultural assistance activity.
Every place I go to, I warm up in advance, and I start with the form of "small essay" that I am best at, and I have received a lot of praise.
But just a few days ago, the live broadcast team led by Dong Yuhui came to Jilin to bring goods, and the team released a small warm-up video before the opening.
In the small video, Dong Yuhui talked eloquently, a long article promoting Jilin, very beautiful and poetic, which brought tears to many people's eyes, adhering to his consistent style.
In the comment area, everyone's voices praising him are endless.
But under these praising comments, the editor of Dongfang Selection couldn't stand it anymore, and suddenly jumped out and said:
Every time a small essay is made, the anchor is in front of the camera, and behind it are the friends of the copywriting team, the shooting team, and the editing team......
Note that it's "every time".
The implication is that these small essays were not written by Dong Yuhui at all, but there are other masters behind them.
As soon as these words came out, public opinion erupted, how could netizens who called themselves "Dong Yuhui's mother-in-law" believe it? After all, Dong Yuhui's talent has not been around for a day or two, but has been exposed to it a long time ago.
Therefore, some fans asked the editor, is it slandering Dong Yuhui? Even Yu Minhong once admitted that Shanxi's small composition was written by Dong Yuhui.
At that time, Dong Yuhui was still bringing goods in the live broadcast room of the Jilin special session, and many fans began to brush this matter, Dong Yuhui didn't want to delay the rhythm of bringing goods, and he didn't know the ins and outs of the matter, so he could only appease the fans and say:
This is the reply of Xiaobian Hu, who claims to know the business very well, which makes everyone feel uncomfortable.
also laughed and said that he had sued Yu Minhong, and everyone communicated fiercely, so intense that they drank several pots of liquor.
Hearing this, the fans who were already unconvinced were even more justified in scolding the editor, but the editor was not a good stubble, and felt even more "aggrieved", and posted an article emphasizing that he was not lying and did not "reply randomly".
It's just that this time it's not so absolute, and the "every time" has been changed to a specific small composition content, saying that some are written by the anchor himself, some are written by the anchor and the editor on behalf of the editor, and some are completed by the editor independently.
04
To be honest, after reading this paragraph, I really don't know what the editor is angry about, isn't this a normal thing?
In the past, when Dongfang Selection was not yet popular, there were more than a dozen anchors and various staff members, Dong Yuhui prepared a live broadcast essay in advance, and there was also time, but now there are more people, and the live broadcast task is heavy, even if Dong Yuhui wants to write it himself, he doesn't have so much time, so some people provide ideas for small writing, and even don't have time to let the editor play by himself, isn't that one thing that can be understood?
And, isn't it just to do these things that I can come here to work and get a good salary?
Why did you suddenly have emotions, and suddenly felt that everyone praised Dong Yuhui, and your little heart couldn't stand it?
After thinking about it, there is only one explanation, that is, when the editor saw that the article he wrote by himself was read by Dong Yuhui like this, everyone thought that he wrote it, and their hearts were unbalanced, and they were even more dissatisfied with the fact that they were all workers, why Dong Yuhui's annual salary was so much higher than his own.
But no matter how you say it, this is an internal problem of the company, and it would be good to solve it privately, but the editor has to take this matter to the platform, so that everyone misunderstands Dong Yuhui, and his personal image is damaged, and I don't know what he thinks.
Even netizens can see it clearly:
Without Dong Yuhui, who cares about your Oriental selection, don't drop the bowl and smash the pot.
If Dong Yuhui leaves, your job will be gone.
Although this editor is a part-time worker's thinking, he never figured it out:
Remuneration is not proportional to your labor, but to the irreplaceability of your labor.
Such a wonderful copywriting may have been written by you, but it is not necessary that you will become popular when you read it, and you may not be the next Dong Yuhui when you are on the live broadcast.
Dong Yuhui is Dong Yuhui, he is irreplaceable, his expressiveness, speech ability and on-the-spot adaptability and language skills in front of the camera are not something that anyone can imitate and control.
What if you can write a better little essay?
can bring fire to a live broadcast room, not just relying on one ability.
I don't know if this editor was sent by his peers, just for a while, regardless of the life or death of hundreds of people in the company.
This also made Dong Yuhui's "mothers-in-law" insist that Dong Yuhui was bullied and began to fight back.
Not only under each video, but also brush "Dong Yuhui" in the live broadcast room.
also left a message under Yu Minhong's account, saying "Dong Yuhui is the chosen one", and warned him: Don't let Dong Yuhui be wronged.
Even 600,000 people poured into the live broadcast room of the competitor at once, so scared that the two young men in the live broadcast thought that they were suddenly popular.
The "mothers-in-law" not only swiped the screen in the comment area, but also reminded them that "the wealth and wealth of the sky are all selected by the East to give you, you must grasp it".
and shouted to the boss, saying that he had done so much, it was better to dig Dong Yuhui over.
Seeing that this matter is getting bigger and bigger, Sun Dongxu, CEO of Dongfang Selection, can only respond with a live broadcast.
He first criticized the editor for bringing emotions at work, and also criticized Dong Yuhui for not focusing on work, although he can understand the bad mood, but he can't delay the arranged live broadcast task.
In order to appease "Dong Yuhui's mother-in-law", he also said that the company has been using practical actions to express that it has not treated Dong Yuhui badly, and "the annual salary of tens of millions is only part of his income".
finally expressed his position, insisting that both the company and Dong Yuhui "resolutely say no to the behavior of the fan circle, and hope that some fans will remain calm".
To be honest, Lao Sun's statement not only did not calm public opinion, but even caused the fire for this matter.
If you don't believe me, you can see by looking at the data:
In just 4 days, Dongfang's account lost 120,000 followers.
Oriental Selection's share price also began to plummet on December 13, falling nearly 13% as of the close, evaporating billions of Hong Kong dollars.
05
Dong Yuhui could only go out to fight the fire in person, and released a long article in the early morning of the 13th in response to the "small composition" turmoil.
It can also be seen from his response that who wrote the small essay, which is no different from Sun Dongxu's statement.
also expressed his opposition to the fan circle culture in the response.
Finally, thanks and apologies were expressed.
So far, this matter has really confused me.
It was the editor who stigmatized Dong Yuhui, and it was the CEO who made this matter worse.
In the end, did the editor apologize?
Did the CEO apologize? No;
The first to apologize for this incident was Dong Yuhui.
In fact, this can also be seen, whether it is from the editor's actions or from Sun Dongxu's statement, it shows one point:
Oriental selection is "de-glorifying".
Of course, although this is a road that a listed company must take if it wants to go for a long time, it is you who created the gods in the first place, and you are the ones who destroy the gods.
Now, the Oriental selection brand has been launched, and the company has been listed, but now it is against the creation of gods and the culture of the fan circle, is it a little too inauthentic?
Another point, in this matter, the focus is not on the matter itself, if there is no editor, there may also be operations, technology, field control, live broadcast staff, etc. to question and choke Dong Yuhui.
To put it bluntly, the most important point is, how dare a small editor argue with a big anchor?
Of course, this is also due to the editor's own character, but more importantly, although Dongfang Selection gave Dong Yuhui a lot of money, it did not give him enough status, so that he could not get the least respect in the company.
Therefore, even a small editor feels that he is just a part-time worker, and there is no difference between him and himself, why does he take dozens or even hundreds of times the money of himself?
is like what Dong Yuhui said after the 30th anniversary celebration of New Oriental:
If it weren't for Mr. Yu, I wouldn't even be able to enter the venue......
At the end of the singing part, I was just an actor, because I was not an executive, so I couldn't go on stage at all......
Think about it, a person who has contributed great efforts to the income of Dongfang Selection for more than a year has not received a minimum of "respect" in the company, which may have Dong Yuhui's idea of not wanting to be a leader at all, and of course, there are also management mistakes of Dongfang Selection's leadership.
In any case, Dongfang Selection has such a chosen son, if he doesn't know how to cherish it, if anyone in the company doesn't have basic respect for him, then Dong Yuhui's departure will be a matter of time.
Yu Minhong can still see it clearly, not long ago he released a video statement on social platforms in response to the "small composition" controversy:
It was originally a small matter within the company, but it became a surging public opinion because of improper handling. Xiaobian's approach seriously lacks professionalism, which also shows that there are big loopholes in the company's management.
I just hope that the "deification" of Dongfang Selection is not "de-glorification", and the respect for outstanding employees is the most basic culture of an enterprise.
It's not easy to be original, if you like this article, your likes, forwards and messages are the biggest motivation for Uncle Mao!