Dong Yuhui's recent dispute with the company reminds me of Li Ziqi, who was once a phenomenal top performer on the Internet.
Li Ziqi and Dong Yuhui's personalities are too similar, they both belong to the kind of people who do not fight or grab, but they retain their own unique persistence, which determines that they will have a battle with the company sooner or later.
Let's first review the dispute between Li Ziqi and Hangzhou Weinian. Li Ziqi initially attracted the attention of Hangzhou Weinian with its beautiful video content rich in cultural atmosphere, and after negotiation, the two sides established Sichuan Ziqi Culture Communication Co., Ltd. (hereinafter referred to as Ziqi Culture) in 2017. Hangzhou Weinian is responsible for the investment, accounting for 51% of the shares, and Li Ziqi holds 49% of the shares.
The division of labor between the two sides is also very clear, Li Ziqi mainly creates high-quality short video content, and Hangzhou Weinian is responsible for the operation and monetization of the brand.
At the beginning, the cooperation between the two sides was very pleasant, Li Ziqi's high-quality videos continued to output, Hangzhou Weinian not only let the whole country know Li Ziqi, but also made her gain wide attention on the Internet, and most of the video views were more than 10 million. The traffic income of short videos alone is hundreds of thousands of dollars every month.
Due to the huge influence of Li Ziqi's videos on the Internet, her videos have also become a major way for foreigners to understand Chinese culture. Even the Ministry of Foreign Affairs gave Li Ziqi a high degree of affirmation.
In fact, at that time, the commercialization of short video platforms had begun to take shape, and it was a normal form of monetization for influencers to receive advertisements. As an investor, Hangzhou Weinian certainly hopes that Li Ziqi can accept the advertisement, quickly earn back the investment money, and even share a lot of profits. However, Li Ziqi is unwilling to do this kind of behavior that damages the quality of the video and damages the trust of users, and Hangzhou Weinian also agrees to this behavior. Li Ziqi's pursuit of video quality is just like Dong Yuhui's cleanliness in words, which is their biggest obsession and pursuit.
Although Li Ziqi was reluctant to accept advertisements, Hangzhou Weinian still found a way for the company to make profits, because Li Ziqi's videos are based on traditional food. Hangzhou Weinian has successfully docked with the corresponding foundry to produce snail noodles, hot and sour noodles, beef sauce, chopped pepper sauce, lotus root powder and other products, because Li Ziqi left a very good impression on users, the sales of these products are very good. On a certain audio platform alone, the total sales of products exceeded 10 million pieces, reaching 10.324 million pieces.
If Li Ziqi cooperates happily with Hangzhou Weinian, then Hangzhou Weinian is hopeful to bring the brand management company to the market. It's just that Hangzhou Weinian may be the main body of the listing, not Ziqi Culture. I don't know if Li Ziqi feels that Hangzhou Weinian is using himself, or if Hangzhou Weinian wants to influence Li Ziqi in content creation, and finally the cooperation between the two sides will end. Ziqi Culture and Hangzhou Weinian also went to court for a time, and in the end, Hangzhou Weinian transferred 50% of Ziqi Culture to Li Ziqi, and Li Ziqi accounted for 99% of the shares.
Maybe Li Ziqi regained the freedom of content creation, but from an economic point of view, whether it is Li Ziqi or Hangzhou Weinian, they all lose a lot.
Let's look at Dong Yuhui again, he was the contracted anchor of Dongfang Selection from the beginning, which is not the same as the cooperation between Li Ziqi and Hangzhou Weinian. But under the operation of Dongfang Selection, Dong Yuhui has become the king of traffic, although Dong Yuhui at this time does not have a signing method similar to Li Ziqi, but it is almost the same. Compared with money, Dong Yuhui, like Li Ziqi, is more willing to choose character and reputation.
But Dong Yuhui's choice is definitely not what the company's management wants to see. Because the company believes that the contracted anchor should create the maximum revenue for the company as much as possible according to the company's arrangement, which is also the company's most basic demand. The company's demands conflict with Dong Yuhui's values, which will also make him very conflicted, sad, and don't know how to choose?
If you choose to leave, then Dong Yuhui will be burdened with a new infamy, that is, ungrateful, Dongfang Selection made you popular, and as a result, you jumped ship. But if you don't change jobs, you will feel uncomfortable and free in the company.
As the founder of the company, Yu Minhong does not have much time and energy to pay attention to the mental state of "the company's sales crown" because there are too many things. As a result, the contradiction broke out as expected.
Of course, it is also possible that "de-Dong Yuhui" is a strategic arrangement of the company, so Yu Minhong knows it. After all, the company wants a hundred flowers to bloom, not to flourish alone, otherwise the risk factor is too high. But Dong Yuhui feels that he is not trusted, because he has no two hearts, if he wants to change jobs, he changed jobs as early as last year, why wait until now? Dong Yuhui's heart may be like this: I would have been to the bright moon, but the bright moon shines on the ditch.
In front of one case after another, we can see that it is difficult to cultivate an Internet celebrity, and it is also difficult to cooperate with an Internet celebrity forever, success is an art of retreat, if both parties are unwilling to retreat, then the final result must not be the best!
This is the best of times, but also the worst of times, with disruptive innovation and new business models integrated, the whole world is your stage!
In the world of new business, there are no eliminated industries, only enterprises that have been subverted, and now all business competition will focus on "subversion and reconstruction".
A company or a boss is doomed to fail early if it lacks the ability to subvert and restructure.
Remember: without innovation, how can there be imagination, without imagination, how can there be competitiveness, if you want to break through, you must subvert the original business model, reconstruct a new business model!