The beginning and end of the Oriental Selection Essay Incident and the dismantling of the top ten questions

Exhibit|Sangon Pro

In the past few days, although many parties have responded, the turmoil of Dongfang Selection's "small composition" has not subsided.

At the same time, many netizens were in a fog when they ate melons. I only know that there seems to be a little unpleasantness between Dongfang Xuan and Dong Yuhui, but I don't know the specific situation of the matter.

Today, Sanyan will sort out the ins and outs of the "small composition" turmoil, and discuss a few related issues of Oriental Selection and Dong Yuhui by the way.

01 "Small Composition" incident combing

December 5th

Dongfang Selection released a video to warm up for the "Jilin Trip" on the 8th-10th. The content of the video is Dong Yuhui reading a copy about Jilin.

December 6th

The editor of Dongfang Selection posted in the comment area: "Some netizens are curious about who the copywriting comes from? We are a team! Every time a small composition is produced, the anchor is in front of the camera, and behind it is the copywriting creation team, the shooting team, and the editing team.

Some netizens asked the editor, Shanxi's small essay was asked by a tour guide on the spot, and Yu Minhong said that it was written by Dong Yuhui, and he was very jealous and couldn't compare. "Are you lying, or is Yu Minhong lying? Are you slapping your boss in the face!"

The editor of Dongfang Selection responded: "I'm sorry for discrediting the boss." Mr. Yu is floating outside every day, and he really doesn't know the details of the business. However, when it comes to literary talent, Mr. Yu is really difficult to evaluate. ”

The editor also added: "Anchors sometimes write, such as Yuhui writes about Inner Mongolia, and Dunton writes about Hebei. But the anchor usually works too hard~ Writing a provincial copywriter requires a lot of materials, as little as a week, as much as a month. So most of them are indeed written by copywriting teams. ”

The "small composition" turmoil officially began to ferment.

December 7th

Another anchor of Dongfang Selection, Pan Pan, posted that she thought Dong Yuhui was focused on doing what she liked, and she was inexplicably innocent and aggrieved to be brought into the turmoil. She didn't know anything else, but was convinced that the company had no reason to intentionally hurt any of its partners.

During the "Jilin Trip".

Sun Dongxu responded to the "small composition" storm for the first time

Sun Dongxu, CEO of Oriental Selection, responded to the "small composition" incident in the live broadcast.

First of all, Sun Dongxu affirmed Dong Yuhui's ability and contribution, saying that Dong Yuhui's small composition has developed to this day and is already a golden signboard of Oriental Selection.

Regarding the small composition, Sun Dongxu said that the first is written by the anchor himself; the second is that the anchor and the creative team co-create together, and finally the creative team implements it; the third is that the creative team continues to output high-energy one by one, and finally gives it to the partners in front of the stage, and the partners in front of the stage present it to everyone.

Sun Dongxu said that some of the remarks on the Internet are a bit extreme, and he has to say that the small compositions, and even the small compositions of the entire company, were created by Dong Yuhui alone, denying the efforts and contributions of other anchors and behind-the-scenes teams. In his opinion, this extreme point of view, which is to kill and trample, has caused a lot of trouble to his team.

Dong Yuhui called the editor "Hu replied"

Dong Yuhui himself mentioned this incident during the live broadcast, saying that the editor, who claimed to know the business very well, replied in the comment area, which caused many friends to feel uncomfortable. Later, he complained to Yu Minhong, and Yu Minhong asked him to communicate frankly with Sun Dongxu.

The editor continues to be tough

Not to be outdone, the editor of Dongfang Selection posted in the video comment area, emphasizing that he did not "reply to Hu", and gave examples of who did some copywriting.

December 11th

Dong Yuhui's fans swiped the Gaotu live broadcast room

Gaotu Jiapin's live broadcast room was swiped by Dong Yuhui's fans, saying that he could dig Dong Yuhui over? On the same day, the volume of goods in Gaotu Jiapin's live broadcast room is expected to be 250,000-500,000, more than 10 times that of before.

December 12th

Yu Minhong responded for the first time

Yu Minhong, the founder of New Oriental, responded to the incident on the show, saying that there is no problem for netizens to express their opinions, but I hope that everyone can express their views in a rational way and attitude.

Sun Dongxu officially responded

On the evening of the 12th, Sun Dongxu responded to the "small composition" with a 10-minute official live broadcast, he first criticized the editor team, and at the same time said that Dong Yuhui's mood was affected, so he temporarily decided to take leave on the 10th to stop broadcasting. In addition, he said that the company recognizes Dong Yuhui's contributions, and his annual salary is more than 10 million. In the end, he apologized to the customer, but resolutely said no to the behavior of the fan circle, and also hoped that some fans would remain calm.

However, Sun Dongxu said "Come to a meeting" in response to this, and when he put his mobile phone on the table, he let go of the mobile phone before it touched the table.

As a result, it caused the controversy of Dongfang Selection CEO "holding a meeting for fans" and "smashing mobile phones".

The founder of Gaotu said that Dong Yuhui is not for digging, but for love

On the evening of the 12th, Chen Xiangdong, the founder of Gaotu, appeared in the live broadcast room. Regarding the hope that Gaotu Jiapin will dig Dong Yuhui over, Chen Xiangdong responded: Dong Yuhui is not used to dig, Dong Yuhui is used to love.

December 13th

Dong Yuhui responded

At half past one o'clock in the morning on December 13, Dong Yuhui responded to the "small composition" storm in 1,000 words.

He said that some of the "small composition" copywriters selected by Dongfang to hold provincial-level special sessions were written directly by themselves, such as Xi'an and Inner Mongolia; and some of them provided ideas and suggestions to the editor, and they recorded and recorded them back to create, and then discussed and revised them later, and finally formed; and the editor wrote according to his own ideas, and if he was satisfied, he would not change or change less.

Dong Yuhui said that the idea of the editor of the "small composition" in Jilin Field was different from his beginning, but it was very good, so it was basically unchanged. Dong Yuhui said that the copywriting he recorded would be taken seriously.

Dong Yuhui also emphasized that he opposes the fan circle culture and opposes stigmatizing anyone in the name of "fan circle".

Dong Yuhui changed his signature, and the IP showed Shaanxi

On December 13, Sanyan Technology found that Dong Yuhui's signature on the Douyin homepage was changed from "used to be a teacher, now a salesperson" to "don't care, don't must, don't solid, don't me".

In addition, Dong Yuhui's IP address shows that he is currently in Shaanxi Province. It is worth noting that Dong Yuhui is a native of Shaanxi, and in the early hours of this morning, "Shaanxi Cultural Tourism" posted a video of Dong Yuhui singing and shouted, "If you are really unhappy outside, come back".

However, Sanyan noticed that the Douyin account named "Shaanxi Cultural Tourism" was not the official Shaanxi Culture and Tourism Bureau, but a self-media account operated by MCN.

December 14th

Oriental Selection responds

According to the Southern Metropolis Daily, Dongfang Selection said that Dong Yuhui is still working for Dongfang Selection, but it should not be broadcast in the near future.

Yu Minhong responded again

At noon on the 14th, Yu Minhong issued a statement on the small composition incident, saying that it was originally an internal trivial matter, but it was not handled properly and turned into a surging Internet public opinion.

First of all, the editor posted his views on the account of Dongfang Selection, and sent it again and again, which seriously lacked professionalism, and also showed that there were big loopholes in the company's management.

Dongfang Xiaosun mentioned Dong Yuhui's salary in his explanation, which was also inappropriate, and he had leadership responsibility as the chairman and apologized to Dong Yuhui.

Xiao Sun is young and energetic in doing things, but not mellow enough. The specific situation of the small composition, Dong Yuhui and Xiao Sun explained it clearly.

Dongfang Selection's internal chat records were exposed

A chat record obtained by the media shows that Yu Minhong is currently facing the situation of choosing between CEO Sun Dongxu and anchor Dong Yuhui.

Responses to "either/or"

According to a number of media reports, Dong Yuhui responded that it was inconvenient to respond to the matter of "choosing one of the two", while Dongfang Selection responded that he did not know about it, and Yu Minhong responded, "It's okay, it's not so serious."

In recent days, the live broadcast has announced that Dong Yuhui is not among the anchors

Sanyan Technology found that in the live broadcast preview released by Dongfang Selection today on December 15-17, there was no Dong Yuhui in the anchor seat of the shift.

Sun Dongxu apologized

Late today, Sun Dongxu released a video to apologize to the majority of netizens.

Sun Dongxu said that when he explained the Dongfang selection issue in the live broadcast a few days ago, his demeanor, tone, and expression were a little aggressive, and the action of putting the mobile phone on the table was also like falling down, which was very ungraceful and bearing. The act of mentioning Dong Yuhui's salary is a manifestation of "unprofessionalism".

In addition, Sun Dongxu also said that what he said about "rejecting the fan circle culture" does not mean that the fans of Dongfang Selection are fan circles, but he really does not want the irrationality of a few people to lead the rhythm.

02 The impact of the "small composition" turmoil on Dongfang Selection: The popularity of the live broadcast room plummeted, hundreds of thousands of fans were lost, and the stock price plunged

According to the third-party data platform Daduoduo, the total number of viewers in the Dongfang Selection live broadcast room was 16.919 million on the 9th, dropped to 12.108 million on the 10th, dropped to 8.249 million on the 11th, and continued to drop to 7.941 million on the 12th.

In recent days, the highest point in the number of fans of Dongfang Selection was on December 9, at 31.159 million, and then it began to lose fans.

Up to now, Dongfang Selection has 30.822 million fans, and has lost more than 330,000 fans.

In terms of stock price, the share price of Oriental Selection began to dive on December 8.

As of today's close, it was HK$27.8 per share, up 2.21% on the day.

Although the share price of Oriental Selection has recovered slightly today, it is down nearly 19% from the high of HK$34.3 on the 8th.

03 Discuss a few questions

1. What is copywriting?

The fuse of the "small composition" storm is who the copywriter came from.

After many days of fermentation, many parties responded to it, which also showed that the copywriting was indeed not written by Dong Yuhui alone.

However, there are still many netizens who can't tell the difference, and the copywriting selected by Dongfang includes the copywriting when the goods are brought in the live broadcast room and the copywriting of the video when the cultural tourism is all over the world.

When Dongfang Selection was just popular, Dong Yuhui once talked in an interview about whether there was anyone who wrote copywriting for the small essays that came out of his mouth during the live broadcast.

Dong Yuhui responded to this: No. Dong Yuhui said: "Such a simple copywriting does not need to be prepared in advance, the kind of thing that every teacher opens his mouth in front of the camera depends on the books you have to read over the years." ”

2. Didn't Dong Yuhui get tickets at the New Oriental Annual Meeting?

Not long ago, New Oriental held its 30th anniversary annual meeting, but it was rumored that "Dong Yuhui has no tickets", which caused heated discussions at that time.

Previously, Dong Yuhui mentioned this matter when he clarified that he was not an executive in the live broadcast, saying that in fact, he was originally an actor, and the performers did not have seats, so he couldn't get in. Later, after Yu Minhong found out that Dong Yuhui was not present because he did not have a ticket, he coordinated and arranged a seat in time to let him in. After that, he also took the stage to sing along with other executives.

However, as an actor, it is impossible not to enter the venue, otherwise you will not be able to perform.

Judging from Dong Yuhui's description, he should be a "seat ticket" without an audience.

In addition, after he said that he was not an executive, he said that he could not get in. After Yu Minhong found out, he coordinated in time to let him in. Therefore, he may go in and sit in the executive seating area with Yu Minhong.

From this point of view, Yu Minhong's arrangement of a seat for Dong Yuhui as a performer, and letting him sing on stage with the executives, is not a matter of despised, but a procedural consideration caused by the anniversary celebration practice that has lasted for many years, the relationship between New Oriental and Oriental Selection, and the relationship between New Oriental and Dong Yuhui. This is the anniversary of New Oriental, Dong Yuhui is only a former teacher of New Oriental, not an executive of New Oriental, and the administrative staff may not arrange a seat for Dong Yuhui because of the convention that seats can only be sat by executives, and considering that the actors have a special lounge. However, the relationship between a person who has made outstanding contributions and the company's rank in the company must be solved urgently.

3, Sun Dongxu dropped his mobile phone, and held a meeting with fans?

Because of some of Sun Dongxu's words and actions of putting his mobile phone in the live broadcast on the evening of the 12th, it caused controversy over Dongfang Selection's CEO "holding a meeting for fans" and "dropping the mobile phone".

Many netizens believe that Sun Dongxu's approach is very inappropriate.

The comments on the "meeting" for fans were almost one-sided, and they basically thought that Sun Dongxu's statement was inappropriate.

As for "smashing the phone", there are different opinions. Some netizens thought that he fell, and many netizens thought that it was not a drop in the phone, but someone over-interpreted.

As for whether it really fell, you can take a look at the original video and judge for yourself.

The essence of the controversy at the meeting is actually that it is not a meeting for fans, but a meeting for the team and Dong Yuhui, why can't a CEO drop his mobile phone and lose his temper? The reason for the audience's displeasure is that the CEO is the anchor, and he also makes frequent appearances, and he creates a down-to-earth "little grandson" character, and the majesty of the CEO is gone. It is recommended that Xiao Sun try to reduce the frequency of appearances, and when some major projects or important problems need to be solved, appearances play an indispensable role, a role in solving important problems, and establish a sense of majesty and a sense of boundary with staff anchors, so that in the eyes of fans, there will be less "he contributes less than Yuhui" image. This is the twist of the management as an anchor.

4. Dong Yuhui's annual salary is more than 10 million?

In the live broadcast a few days ago, Sun Dongxu said that someone had inferred Dong Yuhui's income of tens of millions based on the company's financial report, but in fact, "that is only part of Dong Yuhui's income".

However, according to the "Deep Web" report, a high-level source from New Oriental revealed that Dong Yuhui's income is composed of an annual salary plus options, and the real annual salary is about several million after tax, but the options have not yet been issued, and the first batch of options is expected to 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.

5, Dong Yuhui and Sun Dongxu are opposed?

Dong Yuhui has said more than once that Sun Dongxu is his Bole.

When Dongfang Selection first became popular, Dong Yuhui once said that Sun Dongxu was his Bole.

Dong Yuhui said that when he first transformed into a live broadcast, he wanted to give up for a while, but when he finished talking with manpower, he went to Sun Dongxu when he was about to leave and wanted to say goodbye with dignity, but Sun Dongxu persuaded him and kept him.

Later, Dong Yuhui once again called Sun Dongxu his Bole in a live broadcast. At that time, when he was in Xi'an School, Sun Dongxu was the principal, he was a teacher, and the two of them cherished each other.

Are they turning against each other now?

A few days ago, when Dong Yuhui said in the live broadcast that the editor "Hu replied", he said that he later complained to Yu Minhong, and Yu Minhong asked him to communicate frankly with Sun Dongxu.

Dong Yuhui said: "We had a very intense communication that night, and it was so intense that we drank several pots of loose baskets (bulk liquor) in the end. ”

It can be seen from Dong Yuhui's remarks that at least they have inconsistent views. Another point, almost every time something happens, Dong Yuhui asks Yu Minhong to "complain", which shows that in terms of management, Xiao Sun can't control Xiao Dong, and Lao Yu has to decide who is right and who is wrong. And Xiao Dong has the privilege of "sueing" to Xiao Sun's boss. But Xiao Sun still wants to manage Xiao Dong and declare his management rights, otherwise he would not have "held a meeting" to criticize Xiao Dong for being inappropriate. Originally, Xiao Sun was the principal and leader in Xiao Dong's eyes, but now he is the eldest brother and the buddy who drinks together. This is the twist between the three people.

6. Who is favored in Yu Minhong's statement?

Judging from Yu Minhong's response video today, the amount of "hui" is not high.

In his response, when Yu Minhong mentioned Sun Dongxu, although he pointed out Sun Dongxu's mistakes, he used "young and energetic, not mellow enough" to play a round.

But for Dong Yuhui, in addition to apologizing to Dong Yuhui, he only mentioned Dong Yuhui's name when describing the matter, and did not express his opinion of Dong Yuhui too much. However, he mentioned that he would try his best to treat every employee fairly, including several levels of opinions: criticizing the editor for not having professionalism, but did not mention that he would be fired, treating the representative fairly to appease fans, saying that he did not want to suppress Xiao Dong, but he did not make adjustments to Xiao Sun, and still recognized Xiao Sun's management status. At present, Xiao Dong is resting in his hometown, and it is time to apologize, and the next step depends on what Xiao Dong wants to do, whether to continue broadcasting or not broadcasting.

7, is Dong Yuhui coming back?

According to the current momentum of getting more and more troublesome, if it continues to ferment, Dong Yuhui really has the possibility of not coming back.

In addition, there are also industry opinions that Dongfang Selection is downplaying Dong Yuhui's personal IP.

If the above views are wrong conjectures, then netizens will no longer continue to lead the rhythm, and after public opinion subsides, Dong Yuhui may still come back.

After all, the cause of this incident was not a big deal, it was the fans who did not forgive and stirred up public opinion.

But if Dongfang Selection is downplaying Dong Yuhui's personal IP as true, it is difficult to say.

However, Dong Yuhui had previously mentioned in the live broadcast that "the company will go to Dong Yuhui", Dong Yuhui said that with the firm love of fans, they will not and dare not.

8. If you choose one of the two, should you choose Dong Yuhui or Dongfang Xiaosun?

There is no doubt that Dongfang Selection can become popular, and Dong Yuhui has contributed a lot. Moreover, there are always a large number of fans selected by Dongfang who are aimed at Dong Yuhui.

If Dongfang Selection is compared to a restaurant, Sun Dongxu's role is the shopkeeper, and Dong Yuhui is the chef.

A change of manager in a restaurant may not affect the continued patronage of food-loving diners, but it is difficult to say if the chef is changed.

Although there are still many popular anchors under Dongfang Selection who are loved by fans, there is always a certain gap between them and Dong Yuhui.

In the short term, it should be difficult for Dongfang Selection to have a second "Dong Yuhui", and it should not be difficult to find another CEO.

From this point of view, Dong Yuhui seems to be more important than Dongfang Xiaosun.

9. What will happen if Dong Yuhui leaves?

If Dong Yuhui leaves, starts another stove or joins other live broadcast rooms, there will inevitably be a large number of fans who tend to "Dong" and avoid "East". Judging from the situation in recent days, there may be a wave of big shocks in Dongfang Selection's stock price, popularity in the live broadcast room, and the number of fans.

Of course, it is not ruled out that if Dong Yuhui sets up his own business, Yu Minhong will participate in the investment. And Dong Yuhui must be allowed to have a controlling stake, at least 60% of the shares.

Sanyan Pro observed that Dongfang Selection seems to be doing a test of the effect of "going to Dong Yuhui", and tonight's live broadcast room has reached 100,000+ views. So all the results need to depend on Dong Yuhui's own attitude, whether he wants to stay or come back. It doesn't matter if you want to leave, you can be 100,000+ without you.

10. What is the next step for Oriental Selection?

Judging from the impact of the "small composition" turmoil on Dongfang Selection in the past few days, it may not be a wise choice to give up Dong Yuhui.

Because of this matter, Sun Dongxu doesn't seem to be able to, but it is not realistic for Dong Yuhui to return in the short term, and everyone will be safe. Let's not talk about whether Dong Yuhui is willing or not, and his fans don't buy it.

It seems that letting Dong Yuhui come back, Sun Dongxu's transfer seems to be a way, but it may not be satisfactory to Dong Yuhui's fans.

In short, Dongfang Selection faces two problems: the rank of the star anchor and the management of the star anchor.

Sanyan Pro believes that the rank management of traditional companies is no longer suitable for star anchors, and the anchors have a great aura, but the rank is an ordinary employee, so there will be a state of "Xiao Sun is in charge of Xiao Dong, and Xiao Dong is looking for Lao Yu".

Secondly, how to manage the star anchors well and keep them. First of all, the interests cannot be disadvantaged, and secondly, there are two ways to solve the problem of long-term binding: management according to the artist's method, each person has a studio and agent, the artist enjoys the most halo and benefits, and the Oriental Selection is a cooperative relationship, separated from the rank system of New Oriental and Oriental Selection, and re-establishes the distribution mechanism, and the artist can take over the commercial performance; the artist starts a business independently, and the Oriental Selection or New Oriental provides capital and supply chain support, but the artist holds the controlling stake.

The above is a great opportunity to welcome your high opinions.