Yu Minhong chose Dong Yuhui, but will Dong Yuhui choose Yu Minhong?

After Yu Minhong apologized, the big drama of Dongfang Selection not only ended, but "climaxed one after another".

At noon on December 16, Dongfang Selection announced that after the decision of the Board of Directors of Dongfang Selection, Chairman Yu Minhong concurrently served as the CEO of Dongfang Selection, and Sun Dongxu was removed from the position of executive director and CEO of Dongfang Selection, effective immediately.

The day before the above announcement, Whip Niu Shi broke the news that Sun Dongxu, the former CEO of Oriental Selection, asked Yu Minhong for instructions and did not want Dong Yuhui to return to Oriental Selection. Yu Minhong needs to choose between Sun Dongxu and Dong Yuhui.

Although Yu Minhong denied the rumors of choosing one of the two on the same day, saying, "It's okay, it's not so serious." But in the face of the painful reality that Dongfang Selection's stock price and number of fans have both fallen in the past week, the outside world has partially shown Yu Minhong how much the price of losing Dong Yuhui will be.

As of the close of Hong Kong stocks on December 15, the share price of Oriental Selection fell by 5.6% again on the same day, and the total market value fell to HK $26.64 billion, and the total market value of Oriental Selection evaporated by more than HK $7 billion in a week.

Along with the market capitalization, the number of followers has fallen. Compared with the attention of 31.159 million people on December 9, as of 12 o'clock on December 16, the number of fans of Dongfang Selection Douyin fell to 28.757 million, and the number of fans dropped by more than 2 million. At the same time, Dong Yuhui's Douyin fans rose to 17.707 million, with more than 3 million fans.

Before Yu Minhong made the decision to protect Dong Yuhui, Dong Yuhui, who was supported by tens of millions of fans, had already attracted all kinds of "snatching" from all sides.

The first to jump out was Yu Minhong's old subordinate Luo Yonghao. On the afternoon of December 15th, Luo Yonghao publicly recruited Dong Yuhui on Weibo, saying that he was willing to save a bureau to support Dong Yuhui's entrepreneurship, "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." ”

On the evening of the 15th, Luo Yonghao continued to mention Dong Yuhui in the "Make a Friend" live broadcast room, but denied the direct poaching, "Don't mention the matter of 'poaching people', as far as I know, 'Make a friend' does not intend to 'poach people'." I went to work in a technology company myself, and I also came out of this organization, but I didn't expect the internal control of a company to be like this. ”

According to Luo Yonghao's revelations, at present, all the companies involved in live broadcast related businesses have the idea of digging Dong Yuhui, and even many people said that "they are willing to pay 500 million liquidated damages", but in Luo Yonghao's view, these companies "The possibility of success is not large." ”

Liu Qiangdong has become one of the popular companies in Luo Yonghao's mouth that wants to poach Dong Yuhui. A screenshot of the Internet shows that "Liu Qiangdong's vice president of human resources has taken Liu Qiangdong's autograph and gone to Shaanxi, leaving little time for New Oriental." ”

On the evening of the 15th, the WeChat public account of Jingdong Books also released a list of books recommended by Dong Yuhui, and many Dong Yuhui fans ran to many live broadcast rooms of Jingdong to call Dong Yuhui. In the live broadcast room of Jingdong Health, "Please dig Dong Yuhui over" once swiped the screen barrage area.

Regarding the above rumors, Jingdong and Dong Yuhui both denied it, and Dong Yuhui responded to the outside world: "It's not true, I haven't contacted any company at present." ”

Ding Lei's NetEase Youdao is also involved in poaching. On the evening of the 15th, Ma Ma, the strategic consultant of NetEase Youdao, publicly dug Dong Yuhui in the live broadcast room of Youdao Xingxuan, a subsidiary of NetEase, saying, "The treatment is higher, we will pay the liquidated damages, and the level will be the highest, and it will be given to the co-CEO." The parent company of Youdao Xingxuan is NetEase Youdao Information Technology (Suzhou) Co., Ltd., which is wholly owned by NetEase Youdao Information Technology (Beijing) Co., Ltd., and the chairman is Ding Lei.

In addition to taking the initiative, some people were encouraged by Dong Yuhui's fans to poach Dong Yuhui, one of which is Chen Xiangdong, the founder of Gaotu Group. Chen Xiangdong is Yu Minhong's old subordinate, and after leaving New Oriental, he founded Gaotu Group, and imitated Oriental Selection to open a live broadcast room of Gaotu Jiapin.

In the early days of the conflict between Dong Yuhui and Dongfang Selection due to the dispute over the author of the "Little Composition", Dong Yuhui's fans ran to the live broadcast room of Gaotu Jiapin and swiped the screen to "poach Dong Yuhui", and some people even suggested that Chen Xiangdong go to Xi'an to talk to Dong Yuhui on behalf of Gaotu.

In the face of the enthusiasm of netizens, on the afternoon of December 15, Chen Xiangdong responded to the media again, saying, "How could I do such a thing? Subsequently, Chen Xiangdong posted on Weibo that at this point in time, such thoughts "are not what people should do".

Outside the New Oriental system, some people even went to the live broadcast room of the crazy Brother Xiao Yang, who has 120 million fans on Douyin, and suggested that Brother Xiao Yang poach Dong Yuhui. Brother Xiao Yang said incredulously: "Dig Dong Yuhui, brother, don't, how is it possible...... I can only say that Dong Yuhui is a legend, don't say anything to dig up, which company doesn't want it, the talent among the talents, who doesn't love it, who he has achieved, don't you know? Dong Yuhui is my role model for learning Xi, my Xi object, I admire it. ”

In the face of heated discussions on the issue of Dong Yuhui's departure, in the early morning of the day when Sun Dongxu was announced to be removed from his position as CEO, Dongfang Selection issued a notice, saying that it would temporarily suspend broadcasting for one day, and thought about it behind closed doors, "Mr. Yu is leading everyone to review. ”

Removing all obstacles to leave Dong Yuhui is undoubtedly one of the results of the review given by Yu Minhong. This is also in line with Yu Minhong's concept of talent flow development. In the book "I Was on the Verge of Collapse", Yu Minhong mentioned, "The first thing I want to do is to keep the most core and capable talents of New Oriental, and I can do whatever it takes to do so." ”

A

Another reason that led Yu Minhong to hold a review meeting came from the improper behavior of Dongfang Selection anchor Tianquan during the live broadcast.

On the evening of December 15th, Tianquan imitated the scene of CEO Sun Dongxu dropping his mobile phone during the live broadcast, and verbally provoked fans, "It's been a day of scolding, don't bring the same, netizens are really very cultured, we have set up so many blocking words, and we can change the way." Admire, really admire. ”

In addition to the provocation, Tianquan also teased some fans, "If you want to bring down Dongfang Selection, it's very simple, just crazy to buy those coupons of 10 yuan eggs, balat and jelly oranges and the like, a win-win situation." If you pay a bill before you are closed and blocked by us, it is equivalent to causing us double the damage. ”

This provocative remark accelerated the speed of Dongfang Selection's fan loss. During the 4 hours of live broadcast on the evening of the 15th, Dongfang Selection dropped 700,000 fans, and the fans were still ongoing, from 0:00 to 12:00 on the 16th, Dongfang Selection dropped another 700,000 fans, and nearly 1,000 fans were lost every minute.

At the time when Tianquan was off the line of fans, the Dongfang Selection live broadcast room, which lacked Dong Yuhui, set a new sales record in the past two days.

On December 14, in the live broadcast on the first day after the conflict between Dongfang Selection and Dong Yuhui was completely intensified, Dong Yuhui did not appear in the live broadcast room, and 33.62 million people still poured into the live broadcast room, and the live broadcast room sold 50 million to 75 million yuan that day. On December 15, 44.61 million people poured into the Dongfang Selection live broadcast room, and the sales volume of the live broadcast room continued to maintain at 50 million to 75 million yuan.

However, the above achievements do not rely entirely on the efforts of new anchors. The skyrocketing sales data is the promotional reality of Dongfang Selection's big price reduction of goods. Among them, a "South American white shrimp" was previously priced at 128 yuan in the live broadcast room, but the price was reduced to 88 yuan on the 14th, making its sales account for nearly 50% of the day's sales. Sun Dongxu, CEO of Oriental Selection, also responded to the reason for the discount of goods in the live broadcast room, saying that the discounted ones are sold hot, because they have bargaining power, and now they are focusing on small profits and quick sales to benefit consumers.

It is worth mentioning that the surge in sales has not stopped the downward trend in the number of fans in the Dongfang Selection live broadcast room, and the entire matrix accounts of Dongfang Selection Douyin have fallen into the crisis of losing fans. Within a week, Dongfang Selection's self-operated products lost 150,000 fans, Dongfang Selection's books and Oriental Selection to see the world lost 200,000 fans respectively, and Dongfang Selection's beautiful life lost 250,000 fans.

B

With Sun Dongxu no longer serving as the CEO of Dongfang Selection, another more realistic problem still needs to be solved by Yu Minhong, that is, the existing benefit distribution mechanism of Dongfang Selection is no longer enough to match the contradiction between Dong Yuhui's current industry status and reality. Because of this, the current platforms have the opportunity to snatch Dong Yuhui.

Sun Dongxu, the ousted former CEO, has been working at New Oriental for 16 years. According to Wind data, Sun Dongxu, the former CEO of Oriental Selection, has a salary of 18.1373 million yuan. In February this year, Sun Dongxu reduced his stake and cashed out HK$217 million.

Dong Yuhui, who is the head anchor of Dongfang's selection, according to Sun Dongxu's latest statement, Dong Yuhui's annual salary is more than tens of millions of yuan disclosed in the financial report. According to the 2023 annual financial report of Oriental Selection, as of May 31, 2023, the highest salary among the five highest-paid employees (who are not directors or top executives of the Company) of the year was HK$34 million to HK$34.5 million, and the lowest was HK$8.5 million to HK$9 million. But if you want to get a high salary of tens of millions, you need to meet a series of prerequisites. In terms of equity awards, although Dong Yuhui received the equity award in April, it will take at least three years to really get it, and 20%-50% of the total number of share awards will be vested every year. In April next year, the first batch of options belonging to Dong Yuhui will be officially lifted.

According to Tencent News's "Deep Web" report, a high-level person from New Oriental broke the news that Dong Yuhui's income is composed of an annual salary and options, and his current income is about a few million after tax, less than 10 million.

In the current live streaming industry, Dong Yuhui, who has 17 million fans, is compared to Dong Yuhui, who has 17 million fans, and what is the ability and salary of other tens of millions of fans?

Taking the rainbow couple with 11.61 million fans on Douyin as an example, the live broadcast room mainly sells clothing and underwear, daily necessities and food and beverages, and once revealed that they brought 230 million yuan a day last year, making a net profit of more than 4 million yuan, and the live broadcast room brought more than 100 million yuan in the past month. Even "Luha" Ling Dale, who became popular not long ago by imitating Lu Han, has 7.4 million fans on Douyin, and has revealed that he earns 5 million yuan a month from bringing goods.

In addition to income, in order to get rid of the potential risk of a single big anchor, Dongfang Selection is still gradually de-Dong Yuhui. According to the Daily People, an employee of Dongfang Selection said that Dongfang Selection's "de-Dong Yuhui" started much earlier than the outside world imagined, starting not long after Dong Yuhui became popular.

Dongfang Selection, which is still continuing the management model of the education and training era, has a relationship between its executives and employees that is no longer suitable for Dong Yuhui in the era of live broadcasting. In this turmoil of contradictions caused by the dispute over the author of the "small composition", some voices from the outside world pointed out that one of the root knots between the two sides is that Dongfang Selection still regards Dong Yuhui as an ordinary employee, and the relationship between executives and Dong Yuhui is still between the boss and the employee.

Yin Qiang, CFO of Dongfang Selection, previously said that Dongfang Selection's business model has no comparable objects in the market, "We are not an MCN company, and we do not give anchors a share." ”

Giving anchors a share, and even promoting them to company executives, has long been the mainstream cooperation model between head anchors and live broadcast MCNs, such as Li Jiaqi not only jumped to the partner of the United States ONE, but also accounted for more than 40% of the shares in the two companies jointly opened with the United States ONE. Crazy Brother Yang opened the Three Sheep Network with professional manager Du Gang in 2021, and he is also the actual controller of the Three Sheep Network.

According to surging news reports, some live broadcast industry insiders said that Dong Yuhui's total amount of goods should account for about 50% of the overall quota of Dongfang Selection. However, in the organizational structure of Dongfang selection, Dong Yuhui has not yet obtained the power to match his contribution.

C

Whether it is to prevent external poaching or to ensure the continuous operation of Dongfang's selection and delivery business, Dong Yuhui is already the core figure that Yu Minhong can't let go.

Before the turmoil of Dong Yuhui of Dongfang Selection, Dongfang Selection was falling into a period of stagnation of development.

Douyin delivery data shows that in October and November, Dongfang Selection has fallen out of the top five on the list for two consecutive months, and it even fell out of the top ten on the Douyin list in October. In addition, the paid membership launched by Oriental Selection has also attracted questions from the outside world, and the development of its own Oriental Selection APP is not optimistic.

At the beginning of this year, when Dongfang Selection fell into the rumors of "going to Dong Yuhui", Sun Dongxu, CEO of Dongfang Selection, once said: "Even if you go to Xiaosun, you won't go to Dong Yuhui." At that time, when Yu Minhong talked about Dong Yuhui's treatment, he promised more than once to "buy a house and help", "support to study abroad", "his bonus is not enough, give him mine", "consider letting Dong Yuhui take over" and so on.

However, with the step-by-step development of the plan to remove Dong Yuhui, Yu Minhong and Dongfang Selection's attitude towards Dong Yuhui has also undergone a change from trying to protect Dong Yuhui to no longer having to be Dong Yuhui.

After the "2000 Dong Yuhui slices" incident occurred in September this year, some fans thought that Dongfang Selection was consuming Dong Yuhui's commercial value and destroying Dong Yuhui's image. In the end, Yu Minhong went out to maintain the balance of public opinion, bowing to the camera and apologizing to fans on the one hand, and condemning the company's management on the other.

In the recent turmoil caused by the dispute over the author of the "small composition", on December 15, the relevant person in charge of Oriental Selection was interviewed by The Paper, and also expressed the company's determination to adhere to the route of Dong Yuhui, believing that the recent outbreak of public opinion has exposed the conflict between the two models of Internet celebrity mode and product route of Oriental Selection, "Sticking to the product route is undoubtedly the best choice for Oriental Selection to respond to doubts." ”

Yu Minhong also hoped at the beginning to calm public opinion by condemning the company's management again, and after personally apologizing to Dong Yuhui and admitting that there were big loopholes in the company's management, he specifically mentioned that CEO Sun Dongxu was "not mellow enough". But under the pressure of the reality that he can only choose one of the two, Yu Minhong lost the space with the mud.

Although on the surface, Yu Minhong and Dongfang Selection's attitude towards Dong Yuhui has once again turned to Libao, it is difficult to say that this experiment of "de-Dong Yuhui" will not continue.

Resources:

"Oriental Selection CEO Sun Dongxu will leave class" whip bull

"Xiao Sun Lao Yu chooses to apologize, will Dong Yuhui choose to forgive?"

"Dong Yuhui's real annual salary is less than 10 million, and Dongfang Selection is accelerating its cutting" Tencent News Deep Web

"Oriental Selection Internal Screenshot Exclusive Exposure: Yu Minhong Faces the Problem of Sun Dong's Two Choices" Whip Bull