Every reporter: Zhao Wenqi, Cheng Peng, every editor: Cheng Peng, Liu Xuemei
At 7 p.m. on December 16, after a series of major decisions such as removing Sun Dongxu from his position as CEO, suspending anchor Tianquan for 3 months, and releasing blacked fans, New Oriental founders Yu Minhong and Dong Yuhui appeared in the Lao Yu gossip live broadcast room together to respond to the concerns of netizens in the recent Oriental selection "small composition" incident.
Subsequently, the topic of #Yu Minhong Dong Yuhui's combined live broadcast# exploded and rushed to the first place in the hot search.
Yu Minhong said in the live broadcast room that Dong Yuhui's departure was a miscommunication, "I have communicated with him very smoothly in the past two days." "He is very fond of Oriental Selection and the communication between us is very smooth. Subsequently, Dong Yuhui answered: "I didn't answer the phone, I didn't meet, and I didn't say I was leaving." Dong Yuhui said that in the past two days, the phone has been blown up, and he has received a lot of WeChat, but he has refused.
Yu Minhong also said that the removal of Sun Dongxu, CEO of Oriental Selection, had nothing to do with Dong Yuhui, mainly due to mismanagement. Regarding the rumors that Dongfang Selection should choose one of the two, Yu Minhong said that there is no such thing. Sun Dongxu is no longer the CEO of Oriental Selection, but he is also the entrepreneur and manager of New Oriental, and will continue to make his own contributions to Oriental Selection in his own way.
The live broadcast only lasted 2 minutes, and the number of visitors exceeded 100,000, and after 60 minutes of live broadcast, more than 80 million likes. Yu Minhong also laughed and said that he rubbed Dong Yuhui's traffic.
Dong Yuhui: Will not leave Yu Minhong: Sun Dongxu's dismissal has nothing to do with Dong Yuhui
On the evening of December 16, Yu Minhong announced on Weibo, "At 7:10 tonight (December 16), I will see you in the live broadcast room with Yuhui." ”
After the live broadcast began, Dong Yuhui, the party involved in this "small composition incident", walked into Yu Minhong's "Old Yu Gossip" live broadcast room, but this live broadcast is not to teach everyone, let alone bring goods, but to open his heart with everyone, and together with Yu Minhong, he will tell everyone what is in his heart.
First of all, Yu Minhong said that Dong Yuhui has been on vacation in Xi'an for the past two days, and there are rumors that he is leaving, and there is no such thing. There may have been someone looking for him, but he didn't accept it, didn't meet, and didn't answer the phone. He never spoke to anyone about leaving Oriental Selection. He is very passionate about Oriental Selection and the communication between us is very smooth.
Dong Yuhui said that he would continue to stay in Dongfang Selection. Dong Yuhui said in the live broadcast room that there are many concerns and suggestions from the outside world, and he listens but retains his own views. I prefer to share books and cultural content, and I don't turn into a pure sales streamer. "I've never liked that, and I've always advised people to spend calmly and rationally, consumption will make your life happy, but consumerism will make your life miserable, and if I turn myself into a resource grabber and then watch the exploding numbers grow a sale, I won't like myself. ”
Dong Yuhui said that he has communicated clearly with Yu Minhong, and Oriental Selection will focus more on the promotion of books and cultural tourism in the future.
For a number of companies to throw an olive branch to themselves. Dong Yuhui responded that he had rejected all invitations in the past few days. I was supposed to come back yesterday, but I canceled it due to heavy snowfall, so I am scheduled to come back today.
Dong Yuhui said that even if I really don't work and leave Dongfang Selection in the future, I hope that Dongfang Selection will be good, and I don't want to see my hard work ruined. If my existence can be selected for Dongfang, I will exist, and if my existence cannot make Dongfang select well, Mr. Yu will adjust it for me.
Dong Yuhui said that the small essay incident a few days ago, I didn't handle it very well, and the editor replied with an account, which was originally a very small matter, and my handling was very naïve and inappropriate, and the communication with Sun Dongxu was not very good.
In the live broadcast, Dong Yuhui also laughed and teased himself: "I still don't understand why so many people like me." The more my friends praise me, the more weak I become, and I can't figure it out, I have been criticized from my appearance to my height since I was a child, and I am not perfect. ”
Mr. Yu said the recent incident was a management mistake on his part. Because of his "hands-off shopkeeper", he has delegated too much power, and Xiao Sun (Sun Dongxu) is a resolute and decisive person, and there are some loopholes. It is the major management mistakes that have led to many mistakes on top of mistakes.
Regarding the dismissal of Sun Dongxu, Yu Minhong said: "The takedown (of Sun Dongxu) is mainly due to the 'editor' bypassing the management's statement on the official account of Dongfang Selection, as well as his inappropriate expressions during the live broadcast, including mentioning Dong Yuhui's salary and other violations of personal privacy. Regarding Dong Yuhui's role in this incident, Yu Minhong said: "Dong Yuhui is very passive in this matter, and it doesn't have much to do with him. ”
However, Yu Minhong also said that Sun Dongxu is the entrepreneur and manager of New Oriental, and will continue to make his own contribution to Oriental Selection in his own way. He also said that before announcing the removal of Sun Dongxu, Dong Yuhui also came to intercede. Yu Minhong also said, "I believe that Dong Yuhui and Sun Dongxu can get along well, and this kind of thing will not happen again under my leadership." Yu Minhong emphasized that Dongfang Selection will maintain the existing team, but change the CEO.
Regarding Dong Yuhui's treatment, Yu Minhong said that it is not very convenient to say, but from the "conversation" in the live broadcast room, it can be seen from the editor that Yu Minhong admires Dong Yuhui's ability very much, and the relationship with Dong Yuhui is also very good, but Yu Minhong also said that he and Dong Yuhui, including Dongfang Selection, will not be smooth sailing in the future, there are still many challenges to face, and there are many difficulties and conflicts to deal with, "I hope you will give me time to restore Dongfang Selection to the original state that makes everyone happy" Yu Minhong said.
Dong Yuhui said: "If I want to leave for money, I can leave last year, I have received a lot of offers with high pay, but I didn't go, and I won't go, because I just want to be happy at work, about the treatment, everyone can rest assured, Mr. Yu will not treat me badly, but this is not my first pursuit, I have refused all invitations in the past few days." ”
Regarding the company's right to speak, Yu Minhong said that Dong Yuhui will definitely have the right to speak in the future, and he also hopes that the ousted Sun Dongxu can also make suggestions, "I will also listen to his opinions", "What Dong Yuhui wants to do in the future, as long as I think it is reasonable, I will definitely mobilize resources to help him achieve it"
Yu Minhong finally admitted that the current Dongfang Selection has fallen into a chaotic state, "I think only I can handle this matter well as the CEO." Yu Minhong said that the original Oriental selection platform was "unfair" to Dong Yuhui, and he hoped to build a better platform with Dong Yuhui and Dongfang Xiaosun (Sun Dongxu) in the future, hoping to give Dong Yuhui and other anchors more room for development. Yu Minhong revealed that Dong Yuhui's next step is to plan to go abroad for live broadcasts together, "We want to do something with feelings, such as helping agriculture and cultural tourism."
The market value evaporated by HK$7.5 billion
How does Oriental Selection respond to the crisis?
It can be seen that in the previous back-and-forth between the company's executives and the core anchors, Dongfang Selection became the biggest victim. On December 15, the share price of Oriental Selection fell 5.58% to HK$26.25, with a total market value of HK$26.644 billion, a decrease of more than two percent from the market value on December 8, evaporating HK$7.5 billion.
In the eyes of the industry, the challenges and crises of this company have only just begun. Li Chengdong, founder of Dolphin Think Tank and an e-commerce analyst, analyzed that Yu Minhong is not Bao Dong Yuhui but Bao Dongfang Selection, and Sun Dongxu is directly responsible for the management of this crisis incident.
Zang Zhongtang, a senior public relations expert, analyzed that the star live broadcast to the left, the company's brand to the right, the two must have a good connection and transition, the real corporatization and company brand is a challenge to the "star company", and the company can't go far if it can't break through this. However, he also mentioned that the outside world thinks that Dong Yuhui has always wanted to go and will go, which is a personal heroism culture that is making trouble.
Chen Duan, director of the Digital Economy Integration and Innovation Development Center of the Central University of Finance and Economics, told reporters that Yu Minhong opened the era of the New Oriental in the early days of reform and opening up in response to the needs of the people to "go global". Although Dong Yuhui has verified and improved the value of his IP with the help of this all-real test ground, he still has to clearly distinguish the relationship between the energy field of the super IP and the deity, otherwise it is easy to be disgusted by traffic.
"An enterprise-level event would not have become a national topic that dominated the list for several days, and the reason why this is so is because too many people have found empathy projection in Dong Yuhui - an amateur young man from a humble background and not an idol in appearance, relying on his own talent and hard work to write his own life story, like many ordinary people, the beginning of the touch, and later gradually breaking free from the original destiny coordinate system. Chen Duan said.
In her opinion, strictly speaking, super IP is not a real person, but a product of the empathy effect amplified by the modern communication lever after the emotions of a big era are projected on a certain person, and because it brings together the imagination and empathy of more people, it has an energy field that surpasses the individual. Dong Yuhui's IP, which carries the energy of public empathy, played a game with Dongfang Xiaosun, who was disappointed because of his "daddy's brain", and the result is self-evident.
In Yu Minhong's autobiography "I Was on the Verge of Collapse", when tracing the entrepreneurial process of New Oriental, he once mentioned the contradiction between key employees and bosses, he wrote:
"One example I like to give is the chef effect. In a restaurant, the owner spent a lot of money on renovation, but he couldn't cook himself, so he hired a chef, and because the level of this chef was particularly high, there were many customers. At this time, the chef realized that the customer did not come because the boss spent money on decoration, but because the level of his own cooking was too high, so he would go to talk to the boss, and the profits of the restaurant should be shared with him! When the chef went to talk to the boss, the boss was actually very passive. If the boss is smart, he has to take the initiative to ask the chef about profit sharing. In the end, if the chef's needs are not met, or if the chef himself is greedy, then the result must be that the chef leaves the restaurant, and the restaurant goes out of business. And after the chef goes out, he may not be able to make a restaurant. Because people who can cook do not necessarily know how to operate, and those who can do business do not necessarily know how to cook, there is a contradiction between the chef and the boss. This is reflected in a lot of startups. ”
At that time, his solution was, "If you want to open a restaurant and you can't cook yourself, and you still want the chef not to 'rebel', then you have to match 2~3 chefs, so that the chefs can check and balance each other." ”
In the final analysis, it is a matter of interests. Lao Yu is very sober in the book: "Where there are people, there is a problem of interests." Whether it's between countries, between organizations, between people......" He summed up a lesson back then: "When there is something you can't do, you must find several people to help you do it at the same time." Unless you believe that you have given this person enough benefits that will guarantee that he will be willing to work with you for the rest of his life. Of course, this is not easy to do, because once you get things done, there will be a balance of interests between different positions. In other words, if you want to do something, you have to put the talent in place, and you can't let the talent turn the business you created in the end, but let everyone benefit together. This is also my deepest understanding in the early days of entrepreneurship. ”
But at the moment, in the "hotel" selected by Dongfang, it is obvious that there is no "chef" of the same weight as Dong Yuhui, Lao Yu is facing a new management challenge, it is very likely that when the dust finally settles in this uproar, Yu Minhong will have a deeper understanding.
"It is difficult to start a business, the platform and the individual have always been in a relationship of mutual achievement, Dong Yu and Dong Sun in the early days of the same frame, mostly for the platform to build momentum, at that time was the pursuit of joint efforts, but the tension between the ecological operation of the modern flow economy and the traditional corporate governance and incentive system has gradually become prominent, and emotional factors have increasingly become the force affecting the distribution of commercial interests in the post-truth era. The main body that cannot adapt to the future business logic change will inevitably rise and fall in the big waves of the times. At present, Dongfang Selection has not yet built its own core competitiveness and moat at the level of traffic, IP or supply chain. Chen Duan said.
Reporter|Zhao Wenqi, Cheng Peng
Editor|Cheng Peng, Liu Xuemei, Du Hengfeng
Proofreading|Liu Xiaoying
Cover image source: Screenshot of the live video
|National Business Daily nbdnews original article|
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