Dong Yuhui, the next Li Ziqi?|Entertainment at eight o'clock in the evening
Is it because the editor has no professionalism in this turmoil? Or is Dong Yuhui not worthy of his name? Is Dong Yuhui arrogant because of his head? Or is it the poor management of the operator and bullying the workers?
Dong Yuhui and "Oriental Selection" are reminiscent of Li Ziqi and Wei Nian.
How did Dong Yuhui become popular?
He sells rice, not to say that he sells rice, but about the snow in Changbai Mountain and the wind in the rice fields in October.
Inspired by feelings, a customer entered the live broadcast room four times and bought rice four times, and the average anchor would encourage such customers, but Dong Yuhui said: "I'm sorry, I didn't mean to let you buy rice, I didn't sell rice, I said three meals and four seasons, fireworks in the world." ”
In his live broadcast room, all the goods make sense.
recommends Yu Hua's "Alive", what he said is: "Pessimism is foresight, optimism is wisdom." ”
There are many more quotations from him, and there are even bilingual comparisons in Chinese and English during the live broadcast, which stands out in a live broadcast room of "old iron, on the link".
With the blessing of quotations, even if Dong Yuhui is not good-looking, he quickly became the head anchor.
He got out of the circle, went to CCTV, and talked with Xiaosa in "Let's Talk".
Standing at the Communication University of China, he gave a speech to the whole country in front of the CCTV camera.
The mainstream evening party has him, and the press has him.
His fire also drove the brand "Oriental Selection" behind him, "Oriental Selection" is a live broadcast platform launched by New Oriental, and the premiere was on December 28, 2021, but the previous effect was tepid.
On June 9, 2022, Dong Yuhui bought steak in the live broadcast room, he was in a hurry, the poems and songs were given to him, and he also ridiculed his square face, the number of people in the live broadcast room skyrocketed, he became popular overnight, and after the broadcast, he left a message on social media: "Even the sunlight to the earth takes 8 minutes, please be patient." ”
On June 10th, Dong Yuhui and Yu Minhong appeared in the live broadcast room at the same time, and the number of online users exceeded 100,000 for the first time, which was the beginning of Dong Yuhui's brilliance, and it was also the node of the rise of the "Oriental Selection" brand.
From the end of May to June 16, in just half a month, the share price of New Oriental Online rose by 741.18%, and the stock price rose more than 6 times in the five trading days from June 10 to 16.
Fans love Dong Yuhui's feelings and humanistic qualities, and they are full of curiosity about the reason behind his ability to export chapters: "Is there a manuscript for these words?"
Dong Yuhui said in an interview that no one specializes in writing copywriting: "Such a simple copywriting does not need to be prepared in advance, just every teacher will come when he opens his mouth in front of the camera." ”
But at this time, at that time, with Dong Yuhui's out of the circle, "Oriental Selection" is getting bigger and bigger, with more popular anchors (Dunton, etc.) and a wider range of content.
"Oriental Selection" has recently cooperated with Shanxi, Xinjiang, Jilin and other places to carry out promotion, and the explanations in each promotion video are beautiful and catchy, which is full of praise, but the problem is here.
Under the video, the editor of "Oriental Selection" asked and answered himself that the copywriting was created collectively by the team, but this move made Dong Yuhui's fans quite dissatisfied, thinking that it was obviously written by Dong Yuhui himself, how could it be robbed.
In the subsequent live broadcast, in order to resolve the matter, Dong Yuhui said, "It's the editor Hu who claims to know the business very well, which makes everyone feel uncomfortable." "It's already over.
But the editor immediately made a challenge in the comment area, directly pointing out that many of the copywriters were not Dong Yuhui's works, and indicated that several of the well-received copywriters were written by Dong Yuhui, and Dong Yuhui's fans used Yu Minhong's remarks to falsify, pointing out that the small essays were written by Dong Yuhui.
I didn't expect it to work to bring out the boss, the editor replied directly, there are a lot of business details, and the boss doesn't know.
In short, you come and go, and the fans and the editor have made a fuss.
Dong Yuhui has more than 10 million personal fans and strong combat effectiveness, they felt that Dong Yuhui was stabbed in the back, so they left the live broadcast room of "Oriental Selection" and went straight to their home.
The development of things began to get out of control, "Oriental Selection" lost hundreds of thousands of fans, hundreds of thousands of fans in the live broadcast room of the opposite home, and sales increased nearly 100 times.
After the matter fermented, Dong Yuhui did not appear in the live broadcast room that night, and the next day Sun Dongxu, CEO of "Oriental Selection", appeared in the live broadcast room and summarized the matter.
1, Dong Yuhui is unhappy;2, because he is unhappy, so he is not on the air;3, thanks to Dong Yuhui, everyone is a mutual achievement;4, Dong Yuhui's annual salary exceeds 10 million (subtext, he does not lose);5, oppose the fan circle culture.
But Sun Dongxu's speech was serious and stern, and the audience was angry.
"Full of bureaucratic atmosphere", "physiological discomfort", "a meeting for God", Sun Dongxu's appearance is tantamount to adding fuel to the fire.
In order to calm the situation, Dong Yuhui also issued an explanation.
1. Thank you, it is not the will of the company and fans that the situation is out of control.
2. Last year's live broadcast room sales, all the golden sentences were indeed improvised.
3. Provincial special session, the copywriter has his own works, as well as the team's works, Jilin Field is the editor's copywriting, and he himself has not modified it.
4. The absence of live broadcast is the result of discussion with Sun Dongxu and Yu Hongmin.
5. Elaborated on his work attitude and opposed the fan circle culture.
But then some netizens broke the news that Dong Yuhui was forced to withdraw from the broadcast, and after he was temporarily replaced, he came out with red eyes.
On December 14, Yu Minhong spoke, appeased Sun Dongxu and Dong Yuhui respectively, criticized the editor's unprofessional reply and Sun Dongxu's self-exposure of Dong Yuhui's improper salary, mainly clarified the "fan circle" culture, and did not characterize the dispute.
During the incident, Dong Yuhui changed his signature from "I was a teacher before, and now I am a salesperson" to "Don't care, don't be, don't be solid, don't be me".
Then it was rumored that the contradiction between Sun Dongxu and Dong Yuhui was irreconcilable, and Yu Minhong was faced with a situation of choosing one of the two, and the media said that "Dong Yuhui is inconvenient to respond to the choice of two".
Yu Minhong and Sun Dongxu also chose one of the two to refute the rumors, but their statement is very interesting, Sun Dongxu said: "Rumors, there is no such thing." And what Yu Minhong said was: "It's okay, it's not so serious." ”
Yu Minhong's statement does not seem to deny that something happened, but only that the situation can still be controlled.
When things come to this point, there is a context, which does not seem to be a simple act of the so-called editor, but more like an internal strife within the enterprise.
Because of the so-called editor's reply, once it may be a mistake, twice it may be unprofessional, but it has been spoken out again and again, and it has been repeatedly ended in the situation that the gaffe is almost out of control, and no one has stopped it, and the situation is not so simple.
In addition, rumors of choosing one of the two came out, and "Oriental Selection" liked to mention the hot search of "infighting".
In fact, since Dong Yuhui became popular, "Oriental Selection" has been deeply bound to him to a certain extent, but as an enterprise, too large personal IP is not conducive to the growth of the enterprise.
Many companies have realized that it is too risky to completely bind enterprises to the IP of the head anchor, and de-heading is also the trend of the live broadcast industry.
After more than two years of development, "Oriental Selection" now has the stage of using ordinary anchors at the waist to expand and maintain business, and then invest huge amounts of money in the head, and the cost performance is not so high.
Therefore, it is not so much a dispute over the merits of the "small composition", but a dispute over the distribution of interests between the head anchor and the enterprise, which is not Dong Yuhui's personal dispute, but the proportion of income commission agreed by the industry.
The contradiction between the profit sharing between the head anchor and the operating company behind it has always been one of the biggest contradictions in the live broadcast industry, and there have been many examples of both sides losing and losing, the most typical is Li Ziqi.
After the brand grows bigger, the operator behind it is reluctant to bind the interests of the head to the head, hoping to take the lead, but the influence of the head anchor itself is indeed the main source of profit, so it is natural to want more, and the disagreement between the two sides is inevitable.
If such a thing is not handled well, the damage to both the anchor and the operator will be fatal, even if a top IP like Li Ziqi broke up with Weinian, the knife has not produced better works so far, and Weinian has not launched such an influential IP.
The same is true for "Oriental Selection" and Dong Yuhui, according to media sources, as of December 13, the market value of "Oriental Selection" has evaporated by 6 billion, and Dong Yuhui's subsequent development has also become a suspense.
With the fermentation of the incident, the competing companies of "Oriental Selection" have sprung up, and modern business wars sometimes only need an opportunity to take off, even if Dong Yuhui finally rebroadcasts, the damage caused by this turmoil to "Oriental Selection" and himself may be difficult to eliminate in a short period of time.
I hope Dong Yuhui is not the next Li Ziqi.
And the small essay that caused a big wave of rendering and made the editor indignant, what is the writing? Let's enjoy it together.
What do you want to say about this turmoil? What is the standard of this little essay? How will the incident be resolved in the end? Welcome to leave a message.