On December 17, the topic of #Luo Yonghao's bombardment of Oriental Selection# topped the Weibo hot search list, attracting the attention of hundreds of millions of netizens. It has been a few days since the Oriental Selection "Small Composition Incident" debuted on the hot search list on December 11, and hot search topics related to Oriental Selection appear almost every day.
On the evening of December 16, Dong Yuhui and Yu Minhong appeared in the live broadcast room together and communicated with netizens about a series of events such as the recent "small composition" turmoil in the Dongfang Selection live broadcast room, the removal of Sun Dongxu as CEO, and Dong Yuhui's whereabouts.
Subsequently, @罗永浩的辟谣号 issued an article saying that it is understandable that Dongfang Selection wants to go to Donghua, but in the process, Dong Yuhui's contribution has not been returned fairly and justly, and his interests are not guaranteed at all (he himself said that he took "enough", that is, he was kind or afraid, and the distribution was "enough", and business has its own logic and fairness and reasonableness). In fact, according to the objective facts and laws of the high concentration of live broadcast e-commerce, it is relatively fair for Dong Yuhui to take at least half of the income in Dongfang.
Luo Yonghao believes that Dongfang Selection may be the most unfair, absurd, and phenomenal company he has ever seen after the birth of live broadcast e-commerce in China, and the degree is unique. And it is likely that because of Xiao Dong's personality problems, this phenomenon will continue forever.
After Luo Yonghao posted the article, it triggered a new round of heated discussions, and netizens' attention to this matter is still not over.
Today, Pai Paijun will take you to review the beginning and end of the "Little Composition Incident" and see what has happened in recent days.
Oriental selection of "small essay events" fermentation
On December 8, Oriental Selection opened a three-day "Jilin Tour". Under the Dongfang Selection of a "Trip to Jilin" video, the answer comment on "Who is the source of the promotional copy" at the top is the source of the fermentation of this incident.
In the comments, the editor replied: "Every time a small essay is made, the anchor is in front of the camera, and behind it are the friends of the copywriting team, shooting team, and editing team. ”
And this reply immediately aroused the dissatisfaction of some Dong Yuhui fans. Fans said that Dong Yuhui did not deny the team's contribution, he once mentioned in the live broadcast that this kind of small composition is not all written by himself, but also written by the team, changed by himself, or written by himself for the direction and team, etc., Dongfang Selection previously used "Dong Yuhui's small composition" to drain the stream, and now the editor is so vocal that it is a "backstab" anchor.
After that, Dongfang Panpan, another anchor of Dongfang Selection, and Sun Dongxu, the CEO of Dongfang Selection at the time, responded to the matter in the live broadcast, Sun Dongxu said that the small composition was co-created by Dong Yuhui and the team, saying that the extreme views of fans were killing and trampling.
And Dong Yuhui also humorously replied in the live broadcast to appease fans, saying that the editor "replied" in the comments, and also said that he had "complained" to the leader, and finally had a very "intense" communication and drank several pots of loose baskets (bulk liquor).
On December 10, the last day of the "Jilin Trip", Dong Yuhui failed to appear in the live broadcast room as originally planned.
On December 11, the share price of Oriental Selection fell by more than 7%;On December 12, when the Hang Seng Index of Hong Kong stocks rose by more than 1 point and the culture and media sector rose by 4.58%, Oriental Selection turned green many times in the intraday and closed with a "0" increase.
At that time, the CEO of Dongfang Selection had a live broadcast meeting and dropped his mobile phone
On the evening of December 12, Sun Dongxu, then CEO of Oriental Selection, responded to the recent controversy live. At the beginning of the live broadcast response, Sun Dongxu said, "Come to a meeting today", and threw his mobile phone on the table casually, making a "pop" sound, and the scene of dropping the mobile phone quickly aroused heated discussions among netizens. Netizens questioned Sun Dongxu: "Who are you holding a meeting for?" and expressed strong dissatisfaction with his behavior of dropping his mobile phone.
In the live broadcast on the evening of December 12, Sun Dongxu's response mainly focused on the following points:
1. Criticize the editor's team, work with emotions, and inappropriate communication methods;
2. Dong Yuhui's mood was affected, so he temporarily decided not to broadcast live on December 10;
3. The company recognizes Dong Yuhui's contributions, and there is no owe in treatment, and his annual salary is not more than tens of millions on the Internet;
4. Apologize to the company's customers, but resolutely say no to the behavior of the fan circle, and hope that some fans will remain calm.
However, Sun Dongxu's move to expose Dong Yuhui's annual salary was criticized by netizens as inappropriate. At the same time, Sun Dongxu's description of consumers as "fan circles" also caused dissatisfaction among many netizens.
Dong Yuhui responds to the "small composition incident" late at night
In the early morning of December 13th, Dong Yuhui also responded to the matter through a long article on his personal Douyin account, Dong Yuhui said that these "small compositions" copywriting selected by Dongfang to hold a provincial special session were written directly by themselves, such as Xi'an and Inner Mongolia;
Regarding the "small composition" in Jilin Field, Dong Yuhui said that the editor's thinking was different from his own at the beginning, but then the copy given by the editor was very good, so he basically did not change. Dong Yuhui said that the copywriting he recorded would be taken seriously.
In addition, Dong Yuhui also emphasized that he opposes the fan circle culture and opposes stigmatizing anyone in the name of "fan circle".
Yu Minhong spoke: "I apologized to Dong Yuhui"
On the afternoon of December 14, Yu Minhong, the founder of New Oriental, released a video statement on social platforms in response to the recent "small composition" controversy.
Yu Minhong mentioned in the video that this was originally a small matter within the company, but it turned into a surging public opinion because of improper handling. Yu Minhong believes that Xiaobian's approach seriously lacks professionalism, which also shows that there are big loopholes in the company's management.
Regarding Sun Dongxu, the CEO of Dongfang Selection at the time, mentioned Dong Yuhui's salary in his previous response, Yu Minhong believes that this is also inappropriate. Yu Minhong said: "As the chairman, I have leadership responsibilities and I also apologize to Yuhui. Xiao Sun (Sun Dongxu) does things, young and energetic, but not mellow enough. ”
Previously, Yu Minhong also talked about this matter in a live broadcast on December 12, Yu Minhong said that the editor-in-chief used his own tone to make some voices that were not particularly appropriate. The matter itself is not a big deal, if you want to love Dongfang Selection or Dong Yuhui, it is best to speak rationally and express your views. Everyone is a comrade-in-arms in the same trench.
Dong Yuhui received olive branches from many parties
Although Dong Yuhui was deeply involved in the public opinion turmoil, there were still many people who threw olive branches to Dong Yuhui in a high-profile manner.
On December 15, @罗永浩的辟谣号 posted: "If 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." He revealed that the giants of e-commerce are trying to contact Dong Yuhui. Many people said that they were "willing to pay 500 million yuan for liquidated damages". Luo Yonghao said that many people want him to connect, and he can also contact Dong Yuhui through his old colleagues, but he doesn't want to connect with "poaching people", he just wants to connect people who are looking for Dong Yuhui to start a business.
On the evening of the 15th, a screenshot circulating 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. Dong Yuhui responded to this and has not contacted any company at present.
And because of the unexpected popularity of the Oriental selection incident, its founder and chairman Chen Xiangdong also expressed his high opinion of Dong Yuhui, he said that he would not take the initiative to dig Dong Yuhui. Dong Yuhui is a rare person, and it can even be said that he has created a company, but taking the initiative to dig Dong Yuhui at the moment is "not something that people do", unless Dong Yuhui leaves by himself.
On December 16th, NetEase Youdao strategic consultant also announced that he had officially decided to poach Dong Yuhui, and his Weibo had repeatedly said that he wanted to poach people and put them into action: as a strategic consultant of NetEase Youdao, NetEase Youdao and I officially decided to poach people, and Mr. Dong Yuhui will be the co-CEO of a listed company as long as he comes, and he will be an executive directly.
Brother Xiaoyang, the head anchor of the live broadcast, also responded to the topic of "digging" Dong Yuhui in the live broadcast room, "Don't say anything about digging, which company doesn't want it, he is a talent among talents, I admire him very much, and many people admire him very much." ”
The Oriental Selection anchor said that netizens could not afford to buy egg yolk crisp
On the evening of December 15, the remarks of Tianquan, the anchor of the Dongfang Selection Live Broadcast Room, aroused heated discussions among netizens.
Tianquan said: "Netizens are very cultured, the imagination and creativity of netizens are much higher than we imagined, we have set up so many blocking words, and we can change the law." Admire, really admire. It's all here, you use the three coupons before you get blocked. A lot of our stuff is sold at a discount, and if we break down, we will buy it. If you want to break down the Oriental Selection, it's very simple, just crazy to buy those 10 yuan coupons of eggs, balat and jelly oranges and the like, win-win. If you pay a bill before you are closed and blocked by us, it is equivalent to causing us double the damage. ”
Tianquan's remarks caused fans to go crazy, and the live broadcast on the evening of the 15th lasted for 4 hours, and Dongfang selected 700,000 fans. This incident directly caused the Dongfang Selection live broadcast room to be suspended on the 16th.
On December 16, Dongfang Selection issued a document that from now on, the anchor Tianquan will stop live broadcasting for three months and severely criticize the anchor.
Oriental Selection: Removed Sun Dongxu from the position of CEO of Oriental Selection
On the morning of December 16, Dongfang Selection's official Douyin top personnel appointment and dismissal notice: It was decided by the Board of Directors of Oriental Selection: Chairman Yu Minhong concurrently serves as the CEO of Oriental Selection, and Sun Dongxu is removed from the position of executive director and CEO of Oriental Selection, effective immediately.
Dongfang Selection lost more than 2 million fans within 6 days. On December 15, the stock price closed down another 5.58%. Oriental Selection fell by nearly 22% in a single week, and its total market value shrank to HK$26.644 billion, evaporating more than HK$7.5 billion in a single week.
Yu Minhong and Dong Yuhui combined for a live broadcast to respond to the concerns of netizens
On the evening of December 16, Yu Minhong and Dong Yuhui appeared in the live broadcast room at the same time to answer the questions that netizens concerned about in the recent Dongfang Selection "Small Composition" incident.
Yu Minhong, the founder of New Oriental, said during the live broadcast that the dismissal of Sun Dongxu, CEO of Oriental Selection, and Dong Yuhui had nothing to do with it, but because of management negligence. At the beginning, the editor casually made remarks on the public platform, violating the regulations, and later Dongxu's personality couldn't stand the remarks on the platform, so he ran up to express it, adding fuel to the fire.
Yu Minhong said that this matter has nothing to do with Dong Yuhui, Dong Yuhui has been on vacation, and Xiao Sun also said Yuhui's salary at that time, which is a serious violation of privacy. The "one of the two" in the legend of the outside world, without such a thing, Sun Dongxu is still his brother and will still contribute to the selection of the East.
Yu Minhong said that the fermentation of the whole thing has nothing to do with Yuhui. There is no estrangement or obstacle in communicating with Dong Yuhui, after all, there is still management between him and Dong Yuhui, and more or less the management has its own ideas. If you don't communicate well with Dong Yuhui, you won't be sitting here.
Yu Minhong said that Dong Yuhui has always maintained the development of Dongfang Selection with a peaceful attitude, and what he and Dong Yuhui talk about the most is what the two of them will do for Dongfang Selection in the future.
Dong Yuhui never said that he wanted to leave Dongfang Selection, nor did he say that he wanted any treatment. Yu Minhong said.
Dong Yuhui said in the live broadcast room that many parties have given him a lot of advice recently, and indeed many people have come to him, "but I instinctively refused." He said that he is more willing to stick to his heart, "I call myself a reader, there is no shortage of me in the world to sell goods, I don't want to take this opportunity to become an anchor with goods, this is not my intention." ”
After Yu Minhong and Dong Yuhui combined to respond to the concerns of netizens, will this turmoil come to an end? Can Dongfang Selection, Dong Yuhui, and fans still "reunite after breaking the mirror"? Everything is still waiting for time to be answered.
Source: Yangcheng Evening News • Yangcheng faction