In the building of Oriental Selection, a storm is quietly staged. Here, under the bright spotlight, the contradiction between the former Internet celebrity anchor Dong Yuhui and the executives selected by Dongfang is quietly unfolding like an invisible war.
Dong Yuhui, a sales wizard who was like a fish in water in the Dongfang selection live broadcast room, is now standing at the crossroads of his career. His "small composition" incident aroused widespread attention from the audience and the media, and also provoked a power struggle within Dongfang Selection. And behind this turmoil, there is a contradiction between the new upstart and the old nouve, with the rapid rise of Oriental Selection-
Now the balance of power has been disrupted.
The contradiction between the company's CEO Sun Dongxu and Dong Yuhui,
From now on, it has moved from behind the scenes to in front of the stage.
An internal chat record circulating on the Internet reveals the depth of this contradiction. In this record, the company's founder, Yu Minhong, was faced with a difficult choice: either to keep Sun Dongxu or Dong Yuhui.
According to Yu Minhong's latest response: [This matter was originally a small matter within the company, but now it has become a surging public opinion because of improper handling, and the editor is responsible, but the company's internal management chaos has led to the CEO disclosing Yuhui's salary, and he has apologized to Yuhui. 】
However, Yu Minhong denied the rumors of "facing Sun Dongxu and Dong Yuhui to choose one of the two", and Sun Dongxu also said that "there is nothing wrong".
However, Yu Minhong's response did not let this farce end, in the past few days of the fermentation of the "small composition" incident, the market value of Dongfang Selection has evaporated by 20% of the market value almost in one day, 4 billion Hong Kong dollars, and it has evaporated out of thin air.
Of course, I believe that many people who "watch" this news for the first time must feel inexplicable, why did New Oriental and Dong Yuhui develop to this day, and what has happened in this?
It all started with Dong Yuhui's popularity.
According to the 23-year financial report of Oriental Selection, from June 1 last year to May 31 this year, the annual net revenue was 4.5 billion yuan, an increase of 651% year-on-year, and the net profit was 971.3 million yuan.
And the turnaround time period,
It is the time period when Dong Yuhui became popular.
Because of Dong Yuhui's overnight popularity, it was on June 9, 2022, that Dong Yuhui's popularity brought huge benefits and benefits to "Oriental Selection", and "Yu Minhong", the boss of "Oriental Selection" who controlled "Oriental Selection" through a 5-layer relationship network, also publicly stated:
"I am only grateful to Dong Yuhui, but fortunately there is a Dong Yuhui, without him, Dongfang Selection would not have sold so well. 」
Yu Minhong has also said many times that he will not treat Yuhui badly,
Yuhui also responded in a live broadcast in February this year: "The current salary is the group's executive-level treatment, which is very satisfying." The old man (Yu Minhong) promised to give Dong Yuhui a share, and there were quite a lot. But it can't be said specifically, the company requires confidentiality. ”
However, as Dong Yuhui continued to become popular, Xiao Sun, the CEO of Dongfang Selection, and some management offices felt the crisis, that is, they were worried that Dong Yuhui would dominate and endanger the long-term development of Dongfang Selection. After all, now Dong Yuhui is bringing huge traffic and profits to the company, but now the company's dependence on Dong Yuhui has reached the edge of danger.
Now the whole Oriental selection,
Half of the performance has to rely on Dong Yuhui.
This is a very dangerous signal for business owners.
The company is worried that once Dong Yuhui changes, if he changes jobs or makes trouble, the entire company's ecology will face huge challenges, what should be done with this 20 billion market value of listed companies?
This concern, like a shadow, hangs over the business giants of the Internet era, prompting them to start taking action, and the management wants to break the dependence on a single source of traffic and find a more diversified and stable development path.
Therefore, starting from February at the earliest of this year, the "model reform" of Dongfang Selection to "Dong Yuhui" began: the Dongfang Selection Book Number, which once featured personal IP, removed the "Yuhui Push" label, and the image of Dong Yuhui, the "square-faced teacher" on the packaging of Dongfang Selection's own brand beef, was also missing...
However, this so-called "de-Dong Yuhui",
In the East, the selection "made a lot of jokes".
First of all, at the Oriental Selection Annual Meeting, Dong Yuhui, the company's number one anchor, couldn't get a ticket, and needed to be greeted by the boss Yu Minhong before he could enter the venue; But then again, can the company's security guard not know Dong Yuhui? Even if he doesn't know, there are so many people at the scene, don't they come in just after saying hello, as for the boss himself to greet him before he can enter the company's annual meeting?
However, even if there has been a lot of "farce", the company has been denying the "de-Dong Yuhui", and has been conveying the news to the outside world that "Dong Yuhui" and the "company" are not split.
Until, on December 6 this year, the contradiction broke out.
Dong Yuhui's fans, like a swarm of angry bees, flew to all corners of the network, expressing their dissatisfaction and protests. And Dongfang Selection, this once glorious live broadcast empire, suddenly became precarious.
The origin of this matter is like this-
On December 6, the editor of Dongfang Selection Douyin left a message under a promotional video, saying: The small composition presented by the company's anchor in front of the camera was actually co-created by the team.
This has caused dissatisfaction among Dong Yuhui's fans, why are they dissatisfied? Because in the eyes of fans, the meaning of this official editor's message is to deny the personal contribution and image of "Dong Yuhui", and even to a certain extent)-
What this message points to is that Dong Yuhui's "golden sentences" and "true feelings" back then were all performed, and there was a team behind them, and the copywriting was written by the team.
As a result, the emotions of the fans were quickly ignited.
They feel like their idol has been stabbed in the back, and this feeling is like a betrayal that they can't accept.
Soon, these fans of "Dong Yuhui", in addition to supporting Dong Yuhui on social platforms, criticized Dongfang Selection, and even turned to the live broadcast platform of competitors as revenge for Dongfang.
However, what no one expected was -
As the matter of the official editor's message became bigger and bigger,
On December 13, Dong Yuhui had to come forward and publish his own small essay: "Saying that this is a misunderstanding, in fact, there are some things that the copywriting team will write, but I will also write it." ”
Subsequently, Xiao Sun, the CEO of Dongfang Selection, also jumped out in person, dropped his mobile phone in the official live broadcast room, lectured fans, warned fans not to engage in "fan circle" culture, and even directly exposed that the annual salary of "Dong Yuhui" is definitely more than 10 million...
Xiao Sun hopes to use this annual salary to tell "fans" that Dong Yuhui is actually very well treated in Dongfang.
However, fans simply don't buy it.
First, fans don't believe it at all, if there is no instruction from the company's management, how can a small editor dare to speak like this.
Now in such a large company, the editor's articles have been reviewed by the leadership, who dares to post an article without review?
In fact, accelerate the process of de-Dong Yuhui of the company.
Therefore, Dong Yuhui's response, although trying to cool down the incident, but for angry fans, Dong Yuhui was "kidnapped", and fans are dissatisfied not only with the editor's remarks, but also with the company's attitude towards their idols.
In their eyes,
Dong Yuhui is not only a main belt rebroadcast,
It is also the object of their emotional investment.
In the eyes of fans -
Your denial of "Dong Yuhui" is the denial of "themselves".
Second, Dongfang Selection can have today, and it rose by relying on the traffic of "Dong Yuhui" in the rice circle. After you rise, you can gradually get rid of the label of "traffic", but if you "refuse the fan circle and warn fans", you can't put it on the table.
In fact, live streaming is the fan circle culture, how do you eliminate it? Without the personal charm of the anchor, what is the essential difference and core competition from other platforms with goods?
And now it is obvious that he is eating the bowl of rice in the rice circle, but now he is clearly opposing the rice circle culture.
Can fans not be angry?
Can you not have a revenge mentality on the Oriental selection?
So the market quickly "reacted" -
The market capitalization plummeted by 20% to about HK$4 billion.
On December 14, the boss Yu Minhong himself had to stand up and apologize, and explained his views on this matter: admitting that the company's internal management is chaotic, criticizing the official editor for a serious lack of professionalism, and also apologized to Yuhui.
The general content can be summarized as:
1. The editor is purely personal
2. Dongfang Xiaosun should not mention Dong Yuhui's salary
3. Dongfang Xiaosun is not mellow enough to do things
4. The fans selected by Dongfang do not belong to the fan circle culture
This series of actions shows that Dongfang Selection is actively responding to this crisis and trying to learn from it. This is not only an important adjustment for the future development of the company, but also a rebuilding of public trust. Therefore, after Yu Minhong made a statement, the company's market value rose partially. However, the farce is far from over.
Because this matter is difficult to solve from the source.
In the modern wave of social media, the line between an individual influencer and a business account is blurring. On the one hand, the public has a deeper emotional connection to individual influencers because they represent authentic, relatable, and personalized voices.
On the other hand, as content creation becomes more commercialized, even individual influencers are increasingly reliant on the support of their teams, making their operations closer to corporatization.
Take Dong Yuhui and Dongfang Selection as examples, their popularity can be attributed to Dong Yuhui's personal charm and unique style.
People are drawn to his story, his expression, and his personality, and it's a very human connection. However, as Dong's fame has grown, the team behind him has played an increasingly important role in the creation, planning, and operation of content. This shift is an inevitable consequence of the growth and development of influencers.
When personal branding is combined with team operations, more diverse and professional content can be created while maintaining the uniqueness of the charisma. So this model also shows an interesting phenomenon in the age of social media:
Even personal accounts with team support behind them can maintain an intimate relationship with their audience, while corporate accounts have a harder time getting the same emotional connection. This may be because people are more likely to relate to someone with a personal story and personality than with an abstract business entity.
This is an inevitable result.
However, for now, Dong Yuhui will not leave Yu Minhong, and Yu Minhong will not be able to do without Dong Yuhui, and both parties have no intention of giving up each other, so if Dong Yuhui chooses to go independent, he will become the main competitor of Dongfang Selection.
His charisma and fan base are enough for him to rise quickly on new platforms, and may even become the top three anchors on platforms such as Douyin, but such a transformation is not without risk.
Cases like Lee's show that running independently can also be a lose-lose situation, especially when personal brands and company interests conflict, and no one can guarantee an outcome.
So at this stage, it's -
Dong Yuhui and Dongfang Selection, no one can do without anyone.
The background color of live broadcast with goods is still interest e-commerce,
Traffic is the decisive factor, and Dong Yuhui is the soul.
It is not easy for the company to get rid of its dependence on Dong.
And the capital is swaying, knowing the value of Dong Yuhui, the Internet celebrity company does not have a big Internet celebrity, it is a mediocre company,
But at the same time, just like all celebrities and Internet celebrities have a shelf life, once "Dong Yuhui" loses the light of traffic, the profit-seeking capital will definitely retreat again, because "Dong Yuhui" is what a company wants to do.
So how do you do it?
In fact, the only way is for the top management to recognize the value of Dong Yuhui, and at the same time be prepared for how to maintain the stability and development of the company when his influence weakens. Only in this way can New Oriental avoid a further decline in its share price and ensure that it can gain a foothold in a highly competitive market.
Lao Yu is right-
This kind of thing is handled internally, exposed to the outside, and only some things are roasted on the fire.
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