After CEO Sun Dongxu apologized for the "small composition" incident of Dongfang Selection, the trend has been clear:
The contradiction was held down for the time being.
If you want to say that you are still a cultural person, other companies with goods are competing for who has high sales, and Dongfang Selection is fighting for who is the original of the small composition.
The matter has been in an uproar in the field of public opinion in the past two days, and I won't repeat it here. It was probably the editor of Dongfang Selection's "rebellion", who said in the comment area that Dong Yuhui did not write every copywriter by himself, but the fans were not satisfied, thinking that Dong Yuhui's copywriting was written by himself, and then they quarreled.
The reply of the intermediate CEO Sun Dongxu was also considered by everyone to be yin and yang, so everyone thought that Dongfang Selection had broken up internally through various clue analysis.
Dongfang Selection's stock price also fell by nearly 20%, and the number of fans in the live broadcast room also dropped by hundreds of thousands.
Why did this seemingly childish thing happen? Is it really as everyone speculated, Dong Yuhui and Dongfang Selection have a lot of disagreements and don't look at each other?
To be honest, someone actually floated. ”
Xiao Lin (pseudonym), who has been working in live broadcast operations for more than a year in Dongfang Selection, said to the Zhiwei editorial department.
Xiao Lin entered the Oriental Selection in June last year, and he witnessed how Dong Yuhui saved the Oriental Selection from fire and water like a "white knight".
In just one month, Dongfang Selection's Douyin account exceeded 20 million followers and won 600 million yuan in sales.
At that time, it was a really good time, the company's stock price rose, and everyone got more awards, and even the awards won by the company for a while could not be placed at the booth. Kobayashi described it this way.
As for how much Dong Yuhui will be rewarded, according to Oriental Selection's 2023 annual financial report, as of May 31, 2023, the salaries of the five highest-paid employees (who are not directors or top executives of the Company) are HK$8.5 million - HK$9 million, HK$10.5 million - HK$11 million, HK$16.5 million - HK$17 million, HK$18.5 million - HK$19 million, and HK$34 million - HK$34.5 million respectively.
According to Sun Dongxu, CEO of Oriental Selection, "For someone who said that Yuhui's annual income is only tens of millions according to the screenshots of the financial reports of listed companies circulating on the Internet, that is only part of Yuhui's income."
Dong Yuhui's salary is one of the five employees who were announced.
As for what Dong Yuhui's fans say daily, "It was Dong Yuhui who turned the tide and saved this company, and Dongfang selected 'all cool people', crossing the river and demolishing the bridge" and the like, which are actually not true.
In fact, Dong Yuhui himself once said, "I think the salary given to me is very high, and it is a senior executive-level treatment in the group, and I feel very satisfied." ”
So, why did the contradiction of "small composition" erupt?
In Xiaolin's view, "he (referring to Dong Yuhui) has always had his own sense of belief that he is 'born as an educator'. However, this relatively stable mentality is not maintained by everyone in the company.
When the company was rising, this was not obvious, but after entering the stable period, various differences were reflected. Kobayashi said.
Dongfang Selection made a difficult transition from the education industry, and only gained a firm foothold in the live broadcast industry after Dong Yuhui came out of the circle, which is an excellent story of adversity in the mainstream narrative, but the disadvantages are also obvious.
Dongfang Selection actually has no experience in live broadcasting, and many of the company's internal relationships have transformed from Xi'an to do education (Sun Dongxu and Dong Yuhui are both from Xi'an campus). After Dong Yuhui became popular, they also felt that they had some ability in live broadcasting, so the company had various public opinion crises this year. ”
The crisis of public opinion mentioned by Xiaolin includes but is not limited to "Dongfang was selected to enter Tao and compete with Li Jiaqi for the lowest price in August", "The anchor in Hangzhou was beaten", "The anchor Zhongcan said that 918 is a good day" and so on.
During the period when Dongfang was selected to enter Taobao, the strategy they chose at the beginning was to compete directly with Li Jiaqi head-on, and break Li Jiaqi's lowest price in beauty.
To put it bluntly, it's floating, you go to Taobao to do beauty, and you haven't matured yet, so you want to compete with Li Jiaqi," Xiao Lin felt that this was not standing in the right position and recognizing himself. The team also had high KPIs, which caused a lot of complaints and a lot of pressure. ”
In order to improve performance, Dongfang Selection will also hold a brand day every month, and this pressure has continued until now.
Regarding the small composition incident, Xiao Lin actually did not think that this was "a premeditated subversion" that the outside world was keen on.
Copywriting is something that every team has, and there's really no need to fight over who wrote it. This is some of the editor's emotional outbursts, of course, it must also be related to the excessive maintenance of the anchor by many fans. ”
Many times, a topic just stops and soon a new one arises. ”
Within Dongfang Audition, the most acute competition is actually the competition between fans and fans. For example, whose fans don't deal with whose fans, it may be that the company thinks that the company will target the anchors he likes, and they feel that they may be unevenly distributed. ”
In fact, the live broadcast of bringing goods and rice circles is inevitable after a certain fire, Li Jiaqi and Wei Ya's fans have had similar behaviors, and fans of both sides have even led each other to fight on social platforms.
As for the "de-Dong Yuhui" mentioned by everyone, in Xiaolin's cognition, there is actually no such thing within the company.
The company actually protected him very well, and even assigned him a special bodyguard, which is not a treatment for other anchors. This (referring to Dong Yuhuihua) is more of a topic hyped up by some competitors or black fans, and there is no such thing happening internally, and everyone is still in accordance with some established work plans. ”
Regarding the outside world's mention of delegating Dong Yuhui to the East to select the travel account of the world, Xiaolin said that this is actually to see some tonal gameplay of each anchor, which is a very normal thing. Like Dong Yuhui's style, everyone thinks that he is very suitable for outdoor travel, and everyone can choose. ”
In Xiaolin's view, Dong Yuhui is invaluable to Dongfang Selection, "If he can stabilize the company, he can keep going up, and if he is unstable, the whole company will be in turmoil." ”
This situation is also evident in the stock price.
At the beginning of this year, Dong Yuhui took a few days off, and the live broadcast sales of Dongfang Selection's main account dropped directly from more than 20 million to 10 million. At that time, the rumors of Dong Yuhui's "solo flight" were once in an uproar, causing Dongfang Selection's stock price to plunge, falling by nearly 27% in about 10 days. After Dong Yuhui's emergency return, the stock price rose 12% for two consecutive days.
In fact, since the beginning of this year, it has been obvious that Dong Yuhui has appeared less often, and more often he is still willing to chat with Yu Minhong.
In Xiaolin's view, Dong Yuhui and Teacher Yu are all the way, and Sun Dongxu is more like a professional manager, more commercial, and has no common language with Dong Yuhui.
Yuhui is really a person with a sense of conviction, and he is also knowledgeable, he will not be too commercial like other anchors, he has his own intuition and judgment, he is very clear, he is just a teacher, from a teacher to a salesman selected by Dongfang, but the words of other anchors may slowly be more commercial, and they forget one of their own responsibilities. Kobayashi said.
Judging from the perception of internal employees, it seems that the situation of the two sides cannot be fully established, and the internal employees do not see the obvious trend of Dong taking the initiative to "fly solo".
However, the company hopes to weaken the situation and trend of the main personal IP, which has always existed in the entire industry, which may be something that Dongfang Selection must solve as a commercial company, and it is reported that Dong Yuhui currently brings GMV, accounting for more than 50% of Dongfang Selection's overall GMV.
It's just that the frequent and naked exposure of internal contradictions may be accelerating the arrival of the "time window for decision-making".
Now, the pressure has come to the good old man Mr. Yu again.