At about 18 o'clock on December 16, Yu Minhong announced on his social account that at 7:10 that night, he and Dong Yuhui would broadcast live together.
After the broadcast, the live broadcast had more than 100,000 viewers in just 2 minutes, and more than 80 million likes after 60 minutes. Yu Minhong also laughed and said that he rubbed Dong Yuhui's traffic.
Subsequently, #Yu Minhong, Dong Yuhui's combined live broadcast#The topic word also exploded on the hot search.
Yu Minhong:
Dong Yuhui never said that he would leave Dongfang Selection
The removal of the CEO has nothing to do with him
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, but there is no such thing. "There may have been people looking for him, but he didn't accept it, he didn't meet, and he 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. ”
Yu Minhong said that this incident is a typical accumulation of management loopholes. The reason why he wants to "win Dongfang Xiaosun (Sun Dongxu)" has nothing to do with Dong Yuhui, there is no "one of the two" situation, Dongfang Xiaosun will still contribute to Dongfang Selection as an entrepreneur of New Oriental.
He said that the "takedown of Dongfang Xiaosun" was mainly due to the "editor's" statement on the official account of Dongfang Selection by the management, as well as Sun Dongxu's inappropriate expressions during the live broadcast, including mentioning Dong Yuhui's salary and other violations of personal privacy.
Dong Yuhui:
Will continue to be selected in the East
I don't want to become a sales streamer
Dong Yuhui said: "The current situation is definitely not anyone's intention, many netizens are fighting for me, thank you for your attention, no matter what, even if you don't work in the future and leave Dongfang Selection, but I will thank Dongfang Selection, I hope Dongfang Selection is good." ”
"If my presence is good for Dongfang Selection, I will continue to be there, and if it is not good for Dongfang Selection, I may leave and see Teacher Yu's adjustment. He said that he did not handle the small essay incident very well ago, and the editor replied with the account, which was originally a very small matter, "My handling is very naïve and inappropriate, and the words are not very good in the communication with Mr. Sun."
Dong Yuhui said that there are indeed a lot of suggestions from the outside world, but he has always prided himself as a scholar to teach, and what he particularly likes may be to talk about books and introduce culture, so his future career plan is likely to continue to be selected in the East under the advice of Mr. Yu, and he does not want to become a selling anchor.
"I've always disliked that, and I've always advised people to spend calmly and rationally, consumption will make you happy, but consumerism will make your life miserable, and if I turn myself into a resource grabber and then watch the exploding numbers grow in a sale, I won't like myself. ”
Dong Yuhui said: "If I had simply been for higher financial rewards, I might have left Dongfang Selection in June last year." I've had a lot of offers at high prices, but I have to think about the value and meaning of my work. In fact, Mr. Yu has already talked to me this afternoon, please rest assured, there will be no disadvantage, that is not my first pursuit. ”
Oriental Selection's "Workplace Palace Fight"
Who won?
"Yu Minhong has achieved New Oriental, Dong Yuhui has achieved Oriental Selection, and Sun Dongxu has achieved Gaotu Jiapin. In the previous Douyin response to the "small composition" turmoil by Yu Minhong, chairman of Oriental Selection, this comment with more than 2,000 likes jumped to the first.
On the evening of December 16, Yu Minhong and Dong Yuhui appeared in the live broadcast room at the same time, and Dong Yuhui denied leaving Dongfang Selection. This farce ushered in the phased ending of "choosing one of the two", but it made people can't help but ask "who loses and who wins". Is the declining stock price and the number of fans back? For Dongfang Selection, is Dong Yuhui a "treasure" or a "thorn"?
Selection of CEO Sun Dongxu "out of class"
Sun Dongxu, who was dismissed, could have become the most important stroke in the history of New Oriental.
In 2007, after graduating from the Department of Computer Science of Nankai University, Sun Dongxu joined New Oriental, and successively served as the principal of Hefei New Oriental School and the president of New Oriental Northwest China.
Following Yu Minhong for 16 years, Sun Dongxu started as an ordinary lecturer and became the executive director and CEO of New Oriental Online (Oriental Selection) in 2019, when he was only 33 years old.
In the board of directors of Oriental Selection, Sun Dongxu ranks second, not only Yu Minhong's most important right-hand man, but also the highest-paid employee of Oriental Selection, and it is said that his salary of 10.6903 million yuan far exceeds Yu Minhong's 8 million yuan. Under the pressure of the "double reduction" that year, Yu Minhong took the live broadcast as a test business for New Oriental's transformation, and Sun Dongxu took on this important responsibility, and it was he who left and persuaded Dong Yuhui, a confused New Oriental English teacher at the time, to transform into an anchor.
His apology video became the key to detonating the "small composition" incident of Dongfang Selection.
On December 12, Sun Dongxu responded to the recent "small composition" incident in the live broadcast room. In response to questions raised by fans, such as "why does the company treat Yuhui badly", Sun Dongxu responded that the company recognizes Dong Yuhui's contributions, and there is no debt in his treatment, and his annual salary is more than tens of millions of dollars as reported on the Internet, which is only part of Dong Yuhui's income, and said that the company resolutely says no to the behavior of the fan circle, and hopes that fans will stay calm.
This response has once again sparked great controversy. On the evening of December 14, Sun Dongxu released an apology video again, apologizing to netizens for his recent "aggressive" demeanor in the live broadcast, the action of putting his mobile phone on the table, and mentioning Dong Yuhui's salary, claiming to be an "unprofessional" performance. Sun Dongxu also said that what he said recently about "rejecting the fan circle culture" does not mean that the fans of Dongfang Selection are fan circles.
Things didn't end with an apology. Under the continuous fermentation of negative public opinion, the number of fans in the live broadcast room of Oriental Selection and the stock price of Hong Kong stocks continued to decline. According to the data, on December 9, there were still 31.16 million fans of Oriental Selection, on December 12, the number of fans once fell to 31.086 million, on the morning of December 16, the number of fans fell to 29.166 million, and in the past five trading days, the stock price of Oriental Selection Hong Kong stocks fell by 21.99%, and the market value fell to 26.64 billion Hong Kong dollars.
Previously, it was rumored that Sun Dongxu would take the blame and resign, and a reporter asked Yu Minhong at the first time, but did not receive a response. On December 16, despite being denied by senior executives many times before, Dongfang Selection finally ushered in the finale of "one of the two". At noon on the same day, Oriental Selection issued a notice saying that Chairman Yu Minhong concurrently served as CEO of Oriental Selection, and Sun Dongxu was removed from the position of executive director and CEO of Oriental Selection, effective immediately.
Sun Dongxu "got out of class" and became a loser on the surface.
"Peacemaker" Yu Minhong was "classified"
If you were Yu Minhong, how would you choose?
On December 12, Yu Minhong responded to the "small composition" incident for the first time. Yu Minhong said that the editor-in-chief used his own tone to make some voices that were not particularly suitable, and the matter itself is not a big deal, if everyone wants to love Dongfang Selection or Dong Yuhui, it is best to speak rationally and express their views, "Everyone is a comrade-in-arms in the same trench."
However, this "persuasion" remark was not effective.
On December 14, Yu Minhong responded to the incident again. Yu Minhong said that it was originally a small matter within the company, but because of improper handling, it became a surging public opinion; Xiaobian's approach seriously lacked professionalism, and there were big loopholes in the company's management; Sun Dongxu mentioned Yuhui's salary when explaining the problem, which was also inappropriate, "I have leadership responsibility as the chairman, and I also apologize to Yuhui", and denied that Dongfang Selection has a "fan circle culture".
Despite Yu Minhong's response, the "small composition" incident has not subsided. On the afternoon of December 14, the entry about "Dongfang Selection CEO Dong Yuhui chooses one of the two" once again appeared on Weibo hot search.
The constantly fermenting controversy has also caused extensive discussions among netizens, the dispute between the fan circle culture and the corporate culture of New Oriental, and the eagerness of Dongfang Selection to get rid of "Dong Yuhui dependence" and other topics have become the focus of attention. In the eyes of industry insiders, the core contradiction of this turmoil is not in the fan circle culture.
Yu Miao, the founder of Sulu Consulting, said in an interview with the media that the key to this controversy lies in the dominance of Dong Yuhui's personal IP and the "de-Dong Yuhuiization" of Dongfang Selection. Yu Miao said that for any live broadcast e-commerce company, the top stream is not replicable, and needs to be paid attention to and protected; judging from the past attempts of Dongfang Selection, every attempt to "de-Dong Yuhui" has not achieved good results.
The issue of Dongfang Selection's company management has become a must-answer question for Yu Minhong. On December 16, Yu Minhong gave his reply with Sun Dongxu's "class" and apologized for Dongfang's selection of netizens to block.
Corresponding to the answer of "choose one of the two", the number of fans in Dongfang Selection's Douyin live broadcast room has declined again, falling to 28.435 million as of press time, while Dong Yuhui's personal account has risen from 13.066 million on the 12th to 18.794 million.
Dongfang Selection was "counterattacked" by Dong Yuhui's traffic, the stock price plummeted, and continued to lose fans, Yu Minhong was by no means a winner.
The "problem" was given to Dong Yuhui again
Did Dong Yuhui win?
Looking back on Dongfang Selection's e-commerce road, in order to get rid of "Dong Yuhui dependence", Dongfang Selection has established a live broadcast room matrix.
Although the dependence of the head anchors selected by Dongfang has not been completely solved, a number of anchors such as YOYO, Mingming, Dunton, Qiqi, and Jesse have also emerged. Dongfang's choice of "choosing one of the two" is not so much that Yu Minhong is trying to save Dong Yuhui, but that it is saving the stock price and reputation.
As the "small composition" incident continues to ferment, many companies have thrown olive branches to Dong Yuhui in the past few days. On December 15th, Luo Yonghao posted a message to Dong Yuhui in the circle of friends, saying that he was willing to support his entrepreneurship, and said that Dong Yuhui did not need to waste his life to work, "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."
is eager to try to "woo" Dong Yuhui, not only Luo Yonghao. On the evening of the 15th, a screenshot circulated on the Internet showed that Liu Qiangdong's vice president of human resources had gone to Shaanxi to recruit Dong Yuhui with Liu Qiangdong's autograph, and the talks went smoothly, and it was very likely that he would go to JD.com. In response to the rumors, Jingdong has not responded for the time being, and Dong Yuhui responded to Xinhuanet that the incident is not true and has not contacted any company at present.
On December 16, Ma Li, strategic consultant of NetEase Youdao, disclosed the incident of Dongfang Selection anchor Tianquan dropping his mobile phone in Zhiqun, and announced that he would poach Dong Yuhui: "As a strategic consultant of NetEase Youdao, NetEase Youdao and I officially decided to poach people. As long as Mr. Dong Yuhui comes, he will be the co-CEO of a listed company and directly be an executive. For a company, there is a problem with values, and it is difficult to save it. ”
Will Dong Yuhui leave?
On December 13, Dong Yuhui's social media page was found to have changed his signature, which was previously "once a teacher, now a salesperson", but now it has been changed to "Don't care, don't be, don't be solid, don't me". On the evening of December 16, Yu Minhong and Dong Yuhui appeared in the live broadcast room at the same time, Yu Minhong said in the live broadcast room that Dong Yuhui's departure was a miscommunication, and then, Dong Yuhui answered: "I didn't answer the phone, I didn't meet, and I didn't say I was leaving." ”
Can Dong Yuhui and Dongfang Selection still go both ways? Dong Yuhui, who was "backstabbed" by the editor, and Dong Yuhui, who asked the CEO to "get out of class", I am afraid that it will be like a "thorn", reminding Yu Minhong and his Dongfang Selection all the time.
Oriental selection turmoil
24-hour timeline
Recently, around the turmoil of Dong Yuhui's "small composition", the number of fans of Dongfang Selection has dropped sharply. Starting from the evening of December 15, in less than 24 hours, a number of changes occurred in Oriental Selection.
On the evening of December 15, Dongfang Selection anchor Tianquan was suspected of provoking fans in the live broadcast, saying that "people who brush the expiration date can't afford to buy egg yolk crisp today's salary", which caused controversy. The live broadcast was 4 hours that night, and Dongfang selected 700,000 fans.
In the early morning of December 16th, Dongfang Selection's official Douyin account updated its profile, announcing that it would be temporarily suspended that day: "I have thought about it behind closed doors, please criticize! ”
At noon on the 16th, Dongfang Selection issued a notice of personnel appointment and dismissal, and Yu Minhong concurrently served as the CEO of Dongfang Selection, removing Sun Dongxu from the position of CEO. (Previously reported: Sun Dongxu, dismissed)
On the afternoon of the 16th, Yu Minhong sent a letter of apology through the live broadcast room of Oriental Selection:
"Recently, due to the problem of online public opinion, the Dongfang Selection live broadcast room has used an inappropriate way to block some netizens and friends who have put forward opinions and suggestions, which is an extremely inappropriate practice. I have made severe criticisms of this mistake and apologize to the majority of netizens for this matter! The netizens who have been blocked have all been dismissed, and you are welcome to continue to put forward constructive opinions and criticisms on the development of Dongfang Selection. I believe that we will build Dongfang Selection better! Thank you for your tolerance and support!"
Subsequently, Dongfang Selection issued an apology statement, announcing that the anchor Tianquan would be suspended for 3 months. The anchor Tianquan also apologized to netizens through his official account.
Source | Yangcheng Evening News Comprehensive City Express, Daily Economic News, The Paper, Beijing Business Daily, Chinese Entrepreneurs, 21st Century Business Herald
Text | Some are from Yangcheng Evening News reporters Xu Zhangchao, Wang Danyang, and Shen Zhao
Editor: Nie Yue
Source: Yangcheng Evening News WeChat public account