The ending of the infighting in the Oriental Selection: Yu Minhong abandons Sun Dongxu and Dong Yuhui's next step is unknown

Economic Observer reporter Qian Yujuan

A few days after the "small composition" incident broke out and the anchor Dong Yuhui stopped broadcasting, Yu Minhong, chairman of Dongfang Selection, finally gave the result of "choosing one of the two".

On December 16, Dongfang Selection announced that Sun Dongxu was removed from the position of executive director and CEO, and Chairman Yu Minhong concurrently served as CEO.

But the loss of fans in the Dongfang Selection live broadcast room continues. Different from the slight change in the scale of fans in previous days, on the evening of December 15, in the process of bringing goods in the Dongfang Selection Douyin live broadcast room, although the number of online viewers remained above 100,000, but after 8:30 p.m., when the head anchor Luo Yonghao, as the chief brand supervision officer, commented on the "Dong Yuhui incident" while bringing goods in the Douyin live broadcast room of making a friend, the fans of Dongfang Selection's Douyin account suddenly fell, and the number of fans plummeted by more than 200,000 in 1 hour.

Some netizens made a comparison after 0:00 on December 16 and found that in just 4 minutes, Dongfang Selection's Douyin account lost 8,000 fans, while Dong Yuhui's Douyin account will increase by 16,000 fans.

Not only fans are always paying attention to Dong Yuhui, but on the afternoon of December 15, the friends and businessmen selected by Dongfang have launched actions.

Luo Yonghao first issued a long article in the circle of friends, "If Mr. Dong Yuhui himself wants to start a business, I am willing to save a bureau with some friends who do investment and business to support him to start a business smoothly." ”

After seeing the topic rush to the hot search, Luo Yonghao publicly released it in the Weibo account "Luo Yonghao's rumor refutation number". He said that this is a voice of "temporary rise" since the announcement of the closure of social media in May last year, and more than that, he also turned the Douyin live broadcast that night into a "chat bureau", from why he left New Oriental, to talking about the advantages of Dong Yuhui's live broadcast, and in addition, it boils down to saying, "There is no plan to dig Dong Yuhui to make a friend."

Almost at the same time as the release of Luo Yonghao's circle of friends, Chen Xiangdong, founder and CEO of Gaotu, also communicated and dialogued with the media including the Economic Observer Network through an online meeting.

Chen Xiangdong reviewed the process of leaving New Oriental to start a business until he walked into the Gaotu live broadcast room to bring goods, and he sighed, "Dong Yuhui is indeed a super rare talent, and it can even be said that he has created a company." ”

Because of the sentence "Dong Yuhui is not used to dig, but to love", after the live broadcast room ushered in "pouring wealth and wealth", Chen Xiangdong's most asked question in the past two days was "Do you dig Dong Yuhui?" He bluntly said that companies that do live broadcast e-commerce will hope to have such a superstar, but at the current point in time, Gaotu will not take the initiative to dig, "unless Dong Yuhui leaves by himself".

Now judging from the announcement of Dongfang Selection, Yu Minhong is not willing to take on Dong Yuhui's traffic. But it is still unknown whether Dong Yuhui will continue to stay in the East for selection.

Traffic management and route selection

"Don't break or stand, born to the sun. Dong Yuhui's assistant Cheng Lin's Douyin comment area poured into too many "mother-in-law" fans, and her above-mentioned post reply caused a lot of netizens to speculate.

However, the reporter also noticed that after a fan made a comment of "let Mr. Yu choose one of the two", Cheng Lin replied, "Don't believe any interpretation, please believe Mr. Yu, don't worry." ”

In the early morning of December 13, Dong Yuhui posted a long post on his Douyin account, expressing his gratitude to Yu Minhong, Sun Dongxu and his colleagues at the end of the article, which was considered by many people to be "like a resignation speech".

At that time, judging from the IP display, Dong Yuhui had left Beijing and returned to Shaanxi.

Since then, as the "small composition" incident has continued to ferment, Dong Yuhui has changed his personal signature from "I used to be a teacher, now I am a salesperson" to "Don't care, don't must, don't fix, don't me".

Although Yu Minhong and Sun Dongxu have released videos to explain the incident and apologize to Dong Yuhui, the clear signal released by Dongfang Selection is that it rejects the "fan circle culture", and this statement has also attracted the attention of the outside world, "What choice does Yu Minhong make, go to Dong or go to Sun?"

Dong Yuhui and Dongfang Selection, it is difficult to avoid the problem of interests between the anchor and the company, and the "small composition" incident has exposed it.

In the past few days, Dongfang Selection's Douyin account has lost more than one million fans, on the other hand, Dong Yuhui's personal Douyin account, its fan attention continues to rise. Since the "Little Composition" was issued, as of press time, the latter's fans have increased by more than 3.5 million, reaching 16.703 million, and the scale of fans has even greatly surpassed Yu Minhong's Douyin account.

The reporter entered the Dongfang Selection Douyin live broadcast room, and judging from the live broadcast interaction, Dong Yuhui's temporary suspension of broadcasting also had a certain degree of impact on the traffic in the live broadcast room.

On the evening of the 15th, Dongfang Selection anchor commented on the unfollowing of fans while bringing the goods, "If you buy an order before blocking it, it is equivalent to causing us double damage, and playing the game is called Double Kill." This move not only made netizens think it was a "provocation" in the interactive comments, but also some people thought that the current management of Dongfang Selection was indeed wrong.

Asked about the situation of the above-mentioned anchors during the live broadcast, as of press time, Dongfang Selection did not respond. However, for the perception that "Dong Yuhui is the traffic responsible for Dongfang Selection", he intends to correct it by disclosing third-party data.

On December 14, Dongfang Selection's Douyin store selling self-operated products had daily sales of more than 62 million yuan, setting a record for the highest sales of Dongfang Selection's self-operated products in the past two years. The sales volume of omni-channel self-operated products exceeded 70 million yuan. In addition, the live broadcast sales of the Douyin channel in the past 15 days also showed that the live broadcast sales of Dongfang Selection on December 14 exceeded the highest peak during the Jilin special session from December 8 to 10.

The highlight of the above data disclosure is that the Jilin special session is precisely the source of the outbreak of the "small composition" incident, and whether Dong Yuhui is there or not, the sales of the Dongfang Selection live broadcast room will not form a binding relationship with it. Regarding the delivery mode and route selection in the live broadcast room, Dongfang Selection also made a clear statement, focusing on the product route rather than the Internet celebrity model.

"Old knowledge" unveils the issue of interests

"Those who engage in e-commerce are doing A mode or B mode, and the ultimate essence is to divide money. Chen Xiangdong said in an interview that in the end, being the boss is to divide money, profits, power, and be clear, "Just do it well." As the former CEO of New Oriental, Chen Xiangdong did not hesitate to express his "respect" for Dongfang Selection and Yu Minhong, but his above sentence directly revealed the core of the "small composition" incident.

As early as July 4 last year, Luo Yonghao commented on the distribution of interests between enterprises and employees, "The employees who really create 80% of the value in an enterprise are the top 20%", but "it is impossible to distribute 80% of the money to the 20% of the best employees".

At that time, Luo Yonghao believed that relative to the contributions, 20% of the outstanding employees were rewarded unfairly. On the evening of the 15th, he emphasized again during the live broadcast, "Private enterprises should not easily say gratitude. ”

In fact, since the outbreak of the Dongfang Selection "Little Composition" incident, Sun Dongxu's live broadcast status and subsequent apology video have also made the outside world speculate that there are "cracks" between him and Dong Yuhui.

"Subordinates are highly meritorious?" Luo Yonghao said during the live broadcast that it is not difficult to deal with this kind of scene as a boss, but it is really rare to "make some contributions and get some rewards, but restrain yourself" employees.

The day before, on December 14, Luo Yonghao's partner and make a friend live broadcast room Wang Tuo said, "If you are a manager, you must know the identity and responsibilities of the manager, and how to deal with the relationship between you and IP." "Directly put the internal management issues of the selection of friends and merchants on the table.

Luo Yonghao is not shy about "rubbing traffic", the reason why he wants to "step" on the hot event points to speak out, on the one hand, is to recall his experience of coaching New Oriental, after pointing out that there are problems in internal management, he expressed his support for Dong Yuhui to leave the Oriental selection.

This is not the first time Luo Yonghao has paid attention to Dong Yuhui, as early as June 2022, when the "Dong Yuhui phenomenon" broke out, in the face of many netizens calling Dong Yuhui "New Oriental Teacher", Luo Yonghao once issued a Weibo emphasizing, "Remember the name 'Dong Yuhui', although he is indeed a New Oriental teacher, he is not called" New Oriental Teacher ". ”

According to Luo Yonghao, there are indeed many institutions that want to contact Dong Yuhui, "The outside world 'understands' Yuhui, only Dongfang Selection does not 'understand' Yuhui." During the live broadcast, talking about the agreement signed between Dong Yuhui and Dongfang Selection, Luo Yonghao bluntly said that if the departure involves liquidated damages, there are institutions that can solve it, and it depends on whether Dong Yuhui takes the step of "starting a business".

As a result, in the face of the behavior of friends and businessmen "rubbing" traffic, Dongfang Selection urgently made a choice to retain Dong Yuhui, which directly broke the speculation and doubts of the outside world.

On the evening of the 15th, Cheng Lin, who was in Beijing, updated a news on her Douyin account, "Believe in the power of believing." ”

Interestingly, a few hours ago, Chen Xiangdong told reporters that he is more willing to say now, "Because I see it, I believe it." ”

Due to the "small composition" incident, the live broadcast industry stirred up a scramble for "Dong Yuhui's" personal IP traffic "Yang Mou", with the announcement of Dongfang Selection's "de-grandization" on the 16th, whether the "mother-in-law" fans will return, the results will be seen in Dong Yuhui's next live broadcast.