Text/Wang Xinxi
Dong Yuhui's small essay incident has reached a turning point today, a few days ago, Dongfang Selection issued a personnel appointment and dismissal notice on the Douyin account:
The board of directors of Oriental Selection decided that Chairman Yu Minhong concurrently served as CEO of Oriental Selection, and dismissed Sun Dongxu as executive director and CEO of Oriental Selection, effective immediately.
In the eyes of netizens, Dong Yuhui's achievements are high, and the contradiction with Sun Dongxu has become public, and there are internal chat records exposed on the 14th, saying that Yu Minhong is currently facing the situation of choosing one of the two to protect CEO Sun Dongxu or anchor Dong Yuhui, and Dongfang Selection is also going to Dong Yuhui.
From Jingdong began to contact Dong Yuhui with Luo Yonghao to support Dong Yuhui's entrepreneurship, many people think that Dong Yuhui's departure will happen sooner or later, but judging from the current removal of Sun Dongxu from the position of CEO of Dongfang Selection, Dong Yuhui is likely to continue to stay in Dongfang Selection.
Because judging from Dong Yuhui's personality, his personality may not be suitable for entrepreneurship.
From the perspective of personality, Dong Yuhui and Brother Xiao Yang and Li Jiaqi are actually different people, the former has a strong humanistic atmosphere, and the audience likes his bookish atmosphere, but the latter two are not literati and are good at commercial operations. Many people think that Dong Yuhui comes out on his own, and there is a great possibility of success, after all, there are IPs, fans, popularity, and a lot of investors who are willing to invest in Dong Yuhui, these people lack good projects, if Dong Yuhui comes out alone, it must be a high-quality stock in the eyes of capital.
However, entrepreneurial success and anchor success are two different concepts, Dong Yuhui's success is not his success alone, objectively speaking, it is also the result of the operation and support of the overall team of Dongfang Selection, and the comprehensive result of opportunities, outlets, and personal abilities.
If Dong Yuhui runs away and goes to Jingdong or works alone, the effect may not be as good as in Dongfang Selection, after all, Dongfang Selection and Dong Yuhui have actually formed a strong IP binding relationship, if they are bound in Jingdong or other enterprises, it is inevitable that there will be problems such as adaptation to water and soil, or the team operation does not match, and the work style and ideas do not match, and there will be new problems at that time.
Dongfang selected and removed Sun Dongxu as CEO, and there were multiple purposes behind it:
The first is to weigh the pros and cons, Dongfang Selection can lose Sun Dongxu, but not Dong Yuhui
From the perspective of Dongfang Selection, the loss of Dong Yuhui means what it means, in fact, there is no need to analyze too much, the public opinion of the past two days has actually made Dongfang Selection quite a kind of mountain rain is about to come and the wind is full of buildings, Dongfang Selection fans and stock prices are plummeting, at present, Dongfang Selection has lost 2.25 million fans in a week, from 31.159 million fans to 28.94 million fans, and the stock price has fallen by 24%. If there is no action, Dongfang Selection's stock price and fans will continue to fall, and the consequences will be unimaginable.
Dong Yuhang's Douyin fans rose from 13.017 million on December 9 to 17.194 million, with an increase of 4.177 million fans, surpassing Yu Minhong's 13.67 million.
Dongfang Selection may realize that Dong Yuhui is irreplaceable for the time being, let alone making wedding dresses for competitors.
Many people support Dong Yuhui to go alone or run away, this kind of top IP will be the object of major companies, it is estimated that Jingdong, Alibaba, Pinduoduo and other major e-commerce heads will compete for it, and Dongfang Selection cannot lose Dong Yuhui.
The second is that there is indeed a problem with the management, and Dongfang Selection needs to set things right
To put it bluntly, Dong Yuhui's small essay is a team effort, but the light is given to one person, and others are inevitably unconvinced. But in fact, this kind of thing can be coordinated internally, and it is obviously a problem for the management to get it to the stage.
And Xiao Sun's live broadcast room dropped his mobile phone, gave lessons to consumers, and exposed Dong Yuhui's salary, which caused a huge controversy in public opinion.
Yu Minhong responded on social platforms on the 14th, saying that Xiaobian, as an employee, posted his views on the official 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, and CEO Sun Dongxu mentioned that Dong Yuhui's salary was inappropriate in his response.
This kind of management contradiction within the company is so open, which has a negative impact on Dongfang's selection of the entire brand, Yu Minhong and Dong Yuhui. Therefore, from this point of view, there is indeed a problem with the management of Dongfang Selection, and it also needs to be rectified.
Calm public opinion, appease fans, and stabilize the stock price
From the current point of view, most fans think that Dong Yuhui has been treated unfairly, especially Sun Dongxu's operation, which offended the fan group, and this matter urgently needs to calm public opinion, such a result has given Dong Yuhui and the fans behind him full face, therefore, it can also be relatively better to calm public opinion and appease fans, if it continues to ferment, New Oriental's stock price may usher in an unprecedented plunge.
Unloading the mill to kill the donkey but not to kill the horses, removing Sun Dongxu from the position of CEO, the essence is to exempt the internal friction of Dongfang selection, since ancient times, it is often not the opponent who defeats you, but internal friction and internal strife, and behind the infighting, in fact, is the conflict of interests.
Dongfang Selection's dependence on Dong Yuhui reflects the commercial problems of live streaming
However, for Dongfang Selection, problems still exist, but contradictions have been formed, how will Dong Yuhui face these colleagues in the future? Dongfang Selection's sales are all in the hands of a trump card business, other anchors can't get ahead, and internal contradictions will continue to exist.
However, the problems in the future are left to be solved in the future, and if the current stop loss is not stopped in time, public opinion will become bigger and bigger, judging from the step of removing Sun Dongxu as CEO, Dongfang Selection may realize that it is not the time to go to Dong Yuhui.
As for Dong Yuhui, it is still difficult to say whether to go or stay at present, but from the perspective of Dongfang Selection, there is a high probability of retaining Dong Yuhui with all his might.
However, from a long-term perspective, a company is definitely not willing to be constrained by an ace salesman for a long time, and hopes that anyone can operate normally.
Therefore, the current problem of Dongfang Selection actually gives a problem to all live broadcast companies, because all the current head anchors are leading the company's business by themselves, such as Li Jiaqi, Xiao Yangge, Luo Yonghao, Simba, etc., only Dong Yuhui is an exception. In fact, this proves that the success of live streaming is not inevitable, but more accidental, and the successful model cannot be replicated, which is a huge flaw in the live streaming industry.
Because the success of the Internet business model is to pay attention to replication, the product has a methodology, and the incubation of anchors must also have a replicable methodology, and only replicable means that the business model is established.
If the head anchor becomes bigger, it can't be copied or replaced, and whether internal friction is unavoidable, which means that live streaming and entrepreneurship are unstable, and the trained anchor will succeed and defeat in the end, and he will be inseparable from him in the end. In the end, how to solve the dilemma of the absolute dominance of ace sales brought by the master of high power may be a major problem to be solved in the entrepreneurship and business model of live streaming.
Author: Wang Xinxi, Senior Reviewer of TMT This article is not reproduced without permission