#文章首发挑战赛#
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Recently, Dong Yuhui, a star anchor selected by Dongfang, caused an uproar. This second-tier small anchor has continuously brought hundreds of millions of goods in Dongfang Selection, and has become the NO.1 in Dongfang Selection. With the rapid rise of its popularity and commercial value, the contradiction between Dong Yuhui and the senior management of Dongfang Selection Company has become increasingly intensified.
On December 17, Sun Dongxu, CEO of Oriental Selection, publicly criticized Dong Yuhui on Weibo, triggering a backlash from public opinion. Subsequently, the company announced a CEO change, and Yu Minhong replaced Sun Dongxu as the new CEO. This incident quickly caused heated discussions among netizens on the Internet.
Dong Yuhui is an anchor selected by Dongfang and was not famous before. But he continuously brought hundreds of millions of goods, and in just a few months, he grew into the NO.1 anchor selected by Dongfang.
According to the data of Dongfang Selection, Dong Yuhui's single live broadcast peaked at more than 10 million, and his fans reached more than 20 million, which is almost twice the total number of fans of Dongfang Selection's second anchor.
It can be said that Dong Yuhui is a typical example of "getting rich". He was originally an unknown small anchor selected by Dongfang, but with his eloquence and personal charm, he quickly accumulated a large number of loyal fans. This laid a solid foundation for his later business operations. With the support of these fans, Dong Yuhui's live broadcast is like playing "chicken blood", and it is rising steadily.
Compared with Dong Yuhui, who is also a star anchor selected by Dongfang, Dong Yuhui can be said to be unbeatable. The anchors who used to think that they were strong were all blown up by Dong Yuhui and became his little brother. This made many anchors and the management of Dongfang Selection very uncomfortable, and Dong Yuhui's rapidly expanding personal influence made them feel threatened.
The turning point came on December 17. On the same day, Sun Dongxu, CEO of Oriental Selection, suddenly posted on Weibo to publicly criticize Dong Yuhui for "no one in sight" and "megalomania". This Weibo immediately caused an uproar on the Internet, and a large number of Dong Yuhui's fans attacked it, denouncing Dongfang Selection Company for "not knowing what to do".
Just when public opinion rebounded violently, Dongfang Selection Company announced a CEO change, Sun Dongxu withdrew from management, and Yu Minhong, chairman of the company, took over as CEO. Yu Minhong then expressed his views on the incident in public and made it clear that he was on the side of the company. However, some analysts believe that this is an emergency adjustment made by Dongfang Selection to calm down the situation.
Later, Dongfang Selection announced the appointment of Dong Yuhui as the company's "senior partner", but was vague about the specific responsibilities. Some observers pointed out that this may be the company's strategy to temporarily reassure Dong Yuhui, hoping that he will continue to work for the company and make money.
This incident quickly caused heated discussions among netizens on the Internet. In response to Dongfang Selection's public criticism of Dong Yuhui, public opinion reacted strongly.
Many netizens believe that Dong Yuhui became popular with his own efforts, and he can be on his own without the support of Dongfang Selection. The company's senior management publicly criticized Dong Yuhui as a manifestation of "bullying" and "ingratitude", excessive arrogance, and did not know what to do.
Some netizens also believe that Dong Yuhui may encounter more challenges when he leaves Dongfang to select a solo flight. After all, Dongfang Selection, as a mature e-commerce platform, has provided a lot of operational support for Dong Yuhui. If he really leaves Dongfang Selection, Dong Yuhui may encounter more unknowns himself.
Others are neutral. They believe that this is just an intensification of the conflict between the company's management and the anchor. Both sides have their own considerations and should not be drawn in black and white.
In the face of the pressure of online public opinion, Dongfang Selection Company took emergency measures. The first is to replace CEO Sun Dongxu, and Chairman Yu Minhong will take over the company's operations. This was interpreted by the outside world as the company letting more credible figures come forward to clean up the mess.
In addition, Dongfang Selection also tried to protect its own rights and interests by registering the trademark "Dong Yuhui". However, according to the "Eternal Classic", most of these registration applications were rejected. The analysis believes that Dongfang Selection is an attempt to limit Dong Yuhui's career development space, and has encountered opposition from public opinion.
Finally, in order to appease Dong Yuhui, Oriental Selection announced the appointment of him as the company's "senior partner". However, the specific responsibilities were not announced, which was seen as a stopgap measure by the outside world. It is reported that the company privately gave Dong Yuhui a sky-high dividend, hoping that he would stay in Dongfang Selection and continue to make money.
Through this incident, we can clearly see the contradiction between the traditional company management model and the anchor and Internet celebrity system of the current new economy. This is a collision between management philosophy and operation model.
The condescending attitude and operation methods of the older generation of managers are difficult to adapt to the logic of the new generation of self-media people who have risen in the Internet celebrity era. These new generation of self-media people rely on their personal charm to accumulate traffic and quickly monetize, and their personal influence often exceeds that of their platform. How to properly deal with this contradiction is a new challenge faced by the management of traditional companies.
Dongfang Selection's response strategy reflects this understanding, but it is also inconsiderate. I think that the future of corporate management needs to learn how to work with these new generation of self-media people as partners and win-win results, rather than just treating them as employees. What do you think?