Following the dismissal of CEO Sun Dongxu and the live broadcast of Dong Yu, Oriental Selection officially announced that Dong Yuhui became a senior partner in the early morning of December 18, and related topics once again appeared on the hot search.
As the turmoil intensified, it was not only Dongfang Selection whose traffic was rising, but also many live broadcast rooms of the same category also ushered in "pouring wealth": Gaotu Jiapin's live broadcast room increased by 2 million fans in ten days, and the audience in Xueersi's live broadcast room exceeded 10,000 for the first time, and the suspected hot live broadcast room "Oriental Green Selection" and "Dongpo Selection" entered the public eye. Dong, Yu, and Sun's previous remarks were "archaeological", and netizens jokingly called their previous statements "a prophecy".
Behind the "small composition" turmoil is the game between the head anchor and the institution, and it also reflects the anxiety of the live broadcast e-commerce industry about traffic. According to the analysis of industry insiders to Nandu and N video reporters, anchors, supply chains, traffic, and platforms are the core elements that determine the scale of the development of live broadcast e-commerce, and the essence of live broadcast e-commerce is still consumers. For consumers, the essence of shopping is to buy good products with high cost performance.
An apology pushed by fans
From the rumors that Yu Minhong is facing the problem of "choosing one of the two", CEO Sun Dongxu being dismissed to Dong Yuhui becoming a senior partner, the "small composition" turmoil of Oriental Selection has ushered in new progress.
On the morning of December 16, 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.
After the announcement was released, the trend of fan loss of Dongfang Selection accounts has not stopped. And Dong Yuhui's personal account is still increasing his fans at an astonishing rate, with more than one million fans in three hours in the morning of the same day, and nearly 5 million fans in the past week.
Dong Yuhui's fans call themselves "mother-in-law" and affectionately call him "son-in-law". Regarding the origin of this title, he has explained many times in the live broadcast that it is a "banter that expresses love and agrees". His fans believe that "relying on Dong Yuhui's personal charm, Dongfang Selection can become popular".
On the afternoon of the 16th, Dongfang Selection issued two apologies in a row.
First of all, Chairman Yu Minhong apologized to the majority of netizens, saying that he had severely criticized the inappropriate practices of the Dongfang Selection live broadcast room, and all the netizens who were blocked had been lifted, "You are welcome to continue to put forward constructive opinions and criticisms on the development of Dongfang Selection."
Another apology statement shows that because the anchor Tianquan made inappropriate remarks during the live broadcast on the 15th, he decided to stop his live broadcast for three months and severely criticized him.
That night, Dong Yuhui and Yu Minhong appeared in the live broadcast room together to respond to the recent turmoil. This is also Dong Yuhui's first public appearance after the turmoil, the live broadcast lasted more than 1 hour, and the number of viewers exceeded 100,000.
Dong Yuhui responded to the question of "going and staying", he said that he had never thought about leaving Dongfang Selection, and in the future, he would focus more on the promotion of books and cultural tourism in Dongfang Selection, and choose what he loves. Yu Minhong gave him a lot of care during this time, "We make nearly 10 phone calls almost every day to communicate, and Mr. Yu gives me a lot of advice."
Yu Minhong said that Sun Dongxu's removal from office had nothing to do with Dong Yuhui. The turmoil started because of a series of small things, and later because of management mistakes, which led to a loss of control. Due to his personal personality problems, Sun Dongxu has a low tolerance for the remarks of the online platform, expresses his personal thoughts with inappropriate attitudes and language, and even mentions Dong Yuhui's personal salary. He believes that this is a practice that "adds fuel to the fire" and seriously violates Dong Yuhui's personal privacy.
On the Oriental Selection poster, Dong Yuhui has a new identity as a "senior partner".
It is worth noting that in the early morning of December 18, Dongfang Selection announced on Weibo that at 20 o'clock that day, Yu Minhong and Dong Yuhui would start broadcasting in the live broadcast room of Dongfang Selection. The promotional poster shows that the figure of Dong Yuhui, who disappeared from the poster a few days ago, reappeared, side by side with Yu Minhong, and his new identity was Dongfang Selection's senior partner.
"Picked" out of the prophecy
With the continuous fermentation of the "small composition" turmoil, netizens have begun to "archaeology" Dong Yuhui and Sun Dongxu's combined live broadcast, saying that the discord between the two has appeared early, which is very similar to the prediction of the "small composition" incident today.
Sun Dongxu once said in a live broadcast in 2022, "Although Dong Yuhui is so popular today, I still treat him with a normal heart, I used to say that Dong Yuhui is a president-level anchor in our company." Dong Yuhui immediately retorted, "That's not what you said, Mr. Sun said, 'How did you become a manager and achieve such mediocrity, and I said that mediocrity is praising you'." ”
Sun Dongxu replied with a smile, "What a strong retaliation will occur when a person turns over." Dong Yuhui replied, "When we watched the stars together, we called someone Xiao Tiantian, and then sat in the back row and called me Mrs. Niu." Sun Dongxu continued, "You are really very unsuitable for management, but you are especially suitable for being a good teacher." ”
On April 16 this year, in the special live broadcast of Oriental Selection in Zhejiang, Dong Yuhui joked with the anchor Tianquan, "It is said that you opened Dongfang Xiaosun (Sun Dongxu) last night, and you finally did something practical for the company. Tianquan replied: "The cure must be eradicated." ”
Until Sun Dongxu was dismissed, netizens ridiculed, "Dong Yuhui's words became prophecies, and jokes became divine prophecies."
Dong Yuhui and Sun Dongxu have many similarities. Both of them are from the countryside, relying on their own hard work to realize their personal value in New Oriental, and then they fell into disputes here.
In 2007, after graduating from Nankai University, Sun Dongxu joined New Oriental Group. He successively served as a teacher in the Foreign Examination Department of Tianjin New Oriental School, the principal of Xi'an New Oriental School, and the regional president of New Oriental Northwest Region, until he was the executive director and CEO of New Oriental.
In 2016, Dong Yuhui, who had just graduated from Xi'an University of Foreign Chinese Studies for one year, joined Xi'an New Oriental School as an English teacher, and Sun Dongxu was the principal of Xi'an New Oriental School at the time.
In the 16 years that New Oriental has followed Yu Minhong, Sun Dongxu has experienced the listing of New Oriental on the New York Stock Exchange, the ups and downs of the education and training industry, the explosion of Oriental selection, and now the "small composition" turmoil.
Yu Minhong said in the live broadcast on the evening of the 16th that Sun Dongxu, as the entrepreneur and manager of New Oriental, "will still continue to contribute to the selection of Oriental in his way".
He also revealed that before the board of directors held a meeting that day and made a deal with Sun Dongxu, Dong Yuhui tried to keep Sun Dongxu, admitted that he had a good relationship with Sun Dongxu, and asked if there was any other way to solve the problem.
Rubbing the heat of the peers
At the same time as Dongfang selected "backyard fire", many live broadcast rooms ushered in "pouring wealth".
"The cumulative total sales of single-day live broadcast with goods are 11.8 million+", "the number of fans exceeds 1 million+", "the highest number of online users in the single-day live broadcast room is nearly 180,000", "the cumulative order volume in the single-day live broadcast room is nearly 220,000", "the number of viewers in the single-day live broadcast room is 13.55 million+"...... On December 15th, Chen Xiangdong, CEO and founder of Gaotu, released the 14th battle report of Gaotu Jiapin live broadcast room on WeChat Moments, and said, "In order to be worthy, we are brave enough to set off again, and we have the ambition to reach the peak again!"
Gaotu Jiapin's live broadcast room went from only having more than 300,000 fans on December 9, to a large number of netizens pouring in on the evening of the 11th, and now the account has more than 2.33 million fans, with nearly 2 million fans in just ten days.
On the evening of the 14th, the number of online users in the live broadcast room of Gaotu Jiapin exceeded 100,000, and the anchor "Haotian" bowed to the fans in the live broadcast to thank them. On the afternoon of the 16th, Chen Xiangdong, CEO of Gaotu and Gaotu Jiapin, who was wearing a red T-shirt, appeared in the live broadcast room again to celebrate another major moment with the anchors that the fans in the live broadcast room exceeded 2 million.
Gaotu Jiapin's live broadcast room celebrated the number of fans exceeding 2 million.
In the live broadcast room of Gaotu Jiapin, many netizens left messages, "Hello everyone, I am a customer introduced by Mr. Sun next door" "I am a customer who was fired by Dongfang Selection, and now I have come to join Gaotu." ”
Chen Xiangdong has publicly expressed his gratitude to the Oriental Selection led by Yu Minhong for setting an industry benchmark, "But the starting point of our business is always customers, and we will not always think about competitors." Returning to customers and returning to the original intention, such an enterprise can be long-term. ”
also received "dividends" in this turmoil, as well as Xueersi's live broadcast account "Scholar Youpin". From the 12th to the 14th, many netizens poured into the live broadcast room of Scholar Youpin. On the evening of the 14th, the number of online viewers exceeded 10,000, and the anchor Orange Cheng shed tears in the live broadcast room several times. On the afternoon of the 17th, the number of followers of its account had risen to 426,000. Before that, the number of fans of Scholar Youpin has always hovered below 300,000.
In July 2021, after the introduction of the "double reduction" policy, a number of education and training institutions divested their compulsory education discipline training business and sought transformation. In June of the following year, Dongfang Selection, which turned to explore the e-commerce live broadcast business, became popular due to Dong Yuhui's bilingual delivery, and the live broadcast e-commerce business became the core business of the group. In this context, Gaotu, NetEase Youdao, and Xueersi have also switched from the education and training industry to live streaming, but they have not attracted much attention.
There are also live broadcast rooms such as "Dongpo Selection" and "Oriental Green Selection", which are suspected of gaining popularity, have also entered the public eye.
The Dongpo selection anchor once explained in the live broadcast room, "We are from Dongpo's hometown of Meishan, Sichuan, a place with the taste of Tianfu, so we call it Dongpo Selection." At the same time, the anchor of the live broadcast room said, "Teacher Dong Yuhui is a role model for us to learn and Xi, and Teacher Dong Yuhui will always be an unattainable role model in our hearts." ”
On December 16, after Dongfang Selection issued an announcement to remove Sun Dongxu from his position as CEO, Dongfang Green Selection's account also released the company's civil complaint, with the text "The weak Manager Sun stepped down, thank you to Mr. Dong and thank the chairman". Subsequently, some netizens left messages questioning its popularity.
"Oriental Green Selection" account page.
Nandu reporters learned from the Zhaotong Intermediate People's Court that in July 2022, a company created a short video account in the name of "Oriental Green Selection" registered in accordance with the law and brought goods live. After that, Dongfang Selection sued the other party to the court, demanding compensation for the infringement losses. The verdict in the case was recently announced, and Dongfang Selection won the case. The court held that the company had infringed the copyright of Dongfang Selection's work, which constituted unfair competition, and ordered the company to stop the infringement and compensate the other party for economic losses and reasonable expenses.
Ke Xi, director of Guangdong Honghua Xiyu Law Firm, analyzed to the reporter that the overall visual effects presented by the account avatar used in the copycat live broadcast room, the scope of the live broadcast room, the background, logo and layout of the live broadcast room, and the style of the live broadcast are enough to make the audience mistakenly believe that there is a specific connection to the live broadcast room account that has a certain influence, and it will be characterized as confusion.
This confusion makes the Shanzhai live broadcast room suspected of infringing on the copyright of others and unfair competition to achieve the purpose of bringing goods for profit or thereby attracting viewers to obtain traffic through the above-mentioned specific model. For similar infringements, it is recommended to sue directly to the court after fixing the existing evidence, including live video, delivery data, etc.
Ke Xi said that this kind of live broadcast room that tries to gain popularity through imitation needs to pay attention to the measure of imitation and reference with the ruler of the law, and there is a risk of legal overpassing, but innovation can be constantly broken through. "I hope that the cottage live broadcast room will remember to learn from a degree, and those who have constant production need to innovate. ”
Traffic anxiety that can't be quelled
This ten-day turmoil began with the dissatisfaction of fans, erupted in the contradiction between the anchor and the management, and reflected the anxiety of the live broadcast e-commerce industry about traffic.
"People, goods, flows, and fields" (anchors, supply chains, traffic, and platforms) are the core elements that determine the scale of live broadcast e-commerce development. Zhang Yi, chief analyst of iiMedia Consulting, told a reporter from Nandu that the essence of the traffic of live broadcast e-commerce is still customers, "the target group of customers of the product, we call it traffic".
Zhang Yi pointed out that for consumers, the essence of shopping is to buy good products with high cost performance. The platform needs to provide a reliable support system and thoughtful guarantee services to bring traffic to merchants, and merchants need to optimize the cost performance of products.
On the evening of the 16th, Luo Yonghao posted on social platforms that it is completely understandable for non-family businesses to choose to de-personalize for the sake of their own healthy development, for example, the "de-Luohua" of making a friend is almost complete. He believes that it is understandable that Dongfang Selection wants to "de-Dong", but in the process, Dong Yuhui's contribution is completely unfair, and his interests are not guaranteed at all.
Luo Yonghao talked about Dong Yuhui and Dongfang's selection of "small compositions" turmoil.
"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 took Li Jiaqi and the company behind it, Mei ONE, as an example, "The founder of Mei ONE is not Li Jiaqi, Li Jiaqi originally only had a little share, but after the success, he would have been adjusted to become a major shareholder...... This is not the kindness of the boss of the United States ONE, this is the fair distribution of market value. ”
Zhang Yi believes that the turmoil of Dongfang Selection is not a contradiction between Dong Yuhui and Sun Dongxu, but a contradiction between the head anchor represented by Dong Yuhui and the corporate controller represented by Yu Minhong. "In essence, the distribution of benefits is unreasonable, and there is a problem with the adaptability of enterprise management. ”
As for whether Sun Dongxu will leave Dongfang Selection because of this, Zhang Yi told reporters from Nandu, "Sun Dongxu is still a shareholder of Dongfang Selection, which is very critical. In the future, will he not only retain his position as a shareholder, but also let him build a team to build another platform or another live broadcast room? ”
As early as a year ago, when Yi Zhongtian was a guest in the Dongfang Selection live broadcast room to promote his new book "Cao Cao", he asked Yu Minhong and Dong Yuhui, "Do you want to turn your face in the future?" Yu Minhong replied with a smile, "Didn't Cao Cao and Dong Zhuo turn their faces later." ”
"Which of the two of them is Cao Cao and who is Dong Zhuo, let's listen to the next breakdown. Yi Zhongtian said.
Producer: Nandu Instant
Co-ordinator: Xiang Xueni
Written by: Nandu reporter Zhang Qianhan, Peng Yuxin, practical Xi, Fu Bingjie, Wang Han
Video: Nandu reporter Liang Zishan
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