After the "small composition" turmoil, CEO Xiaosun was dismissed, Dong Yuhui upgraded his title, and the indignant "mothers-in-law" were comforted.
So, will the scolding about Dongfang Selection continue?
1
On December 18, Yu Minhong and Dong Yuhui, founders of New Oriental, appeared in the live broadcast room of Oriental Selection at the same time. This time, Dong Yuhui's identity introduction is no longer "Oriental Selection Anchor", but "Oriental Selection Senior Partner".
The so-called senior partner, known as VP in the industry, is considered to be at the vice president level, and the equity and options will also be matched, so he is no longer an ordinary worker, but one of the company's shareholders and bosses.
If Dongfang's selection of Dong Yuhui's identity is not just a title, but the corresponding treatment is kept up, it can indeed be regarded as giving enough sincerity.
However, some netizens found that Dongfang Selection, as a listed company, should have relevant announcements if there is a change in the equity of partners. As of now, the company's shareholding ratio and other substantive conditions have not been announced.
But in the live broadcast that night, Yu Minhong responded, "None of the shareholders, shares, etc. that are circulating on the Internet now are true." Moreover, the list of shareholders after listing does not need to be announced, and we will not publish it as a protection of personal privacy. ”
In addition, he also revealed that he will set up a studio for Dong Yuhui to open a separate IP account and live broadcast room, which is positioned as book recommendation, cultural tourism promotion and author interviews.
It can only be said that Dongfang Selection has now drawn a satisfactory end to this turmoil.
2
After all, the turmoil caused by the topic of "who is Dong Yuhui's small composition" has lasted for more than ten days.
This seems to be a debate about small compositions, but in fact there is a turbulent undercurrent. Some netizens commented that this is actually Dongfang Selection's "cutting the domain".
Vassals, princes also. Who are the princes who can "divide one side" in the Eastern selection, there is no need to explain it.
But in fact, it is not appropriate for us to compare Dong Yuhui to the "princes" in the Dongfang Selection Kingdom.
People who love to watch the live broadcast of Dongfang Selection know that Dong Yuhui is a prince and king of Dongfang Selection.
In the first half year of New Oriental's transformation to live broadcast with goods, Oriental Selection, with the blessing of Yu Minhong's popularity, did not do well, and once discussed shutting down the live broadcast business internally.
And Dong Yuhui's bilingual live broadcast with frequent golden sentences saved Dongfang Selection, and after he became popular, he directly promoted Dongfang Selection to become the head live broadcast agency of Douyin.
Dong Yuhui's selection in the East is equivalent to Luo Yonghao's ability to make friends, Li Jiaqi's to beauty one, and Wei Ya's to Qianxun. The head anchor is the irreplaceable core resource for the MCN organization.
It may be that Dong Yuhui became famous too quickly, and Yu Minhong should not have a deep understanding of the truth that "the head anchor is unattainable". He not only said in public, "Dong Yuhui is not afraid when he leaves", but also began to prepare for "going to Dong Yuhui" very early on, focusing on cultivating new anchors.
Therefore, Dong Yuhui does not have his own team, and his annual salary is only about a few million after tax (which is pitifully small compared to the annual income of hundreds of millions of other head anchors......
The treatment faced by the head anchor is simply unimaginable in other MCN companies, and it is understandable to be selected in the East.
3
Dongfang chose to "cut the domain", but as a result, he almost "formatted" himself.
In the final analysis, Yu Minhong's thinking has not been reversed from the traditional education industry:
In the field of education, famous teachers also need the endorsement of the head education brand, and New Oriental is the most valuable resource, while in the field of live broadcasting, the head anchor is the most irreplaceable and irreproducible core resource, and institutions and platforms must serve around the head anchor.
There is no doubt that Dongfang needs Dong Yuhui for selection. After all, Dong Yuhui took a vacation, and the GMV of Dongfang Selection's live broadcast room was cut in half;
This is how to play in the era of e-commerce live broadcast, and more fans is everything.
Of course, Dong Yuhui chose to continue to stay in Dongfang Selection, which is still very wise. On the one hand, Dongfang Selection is the best brand in the industry for the implementation and adherence to the "content e-commerce" strategy, which is very consistent with Dong Yuhui's personal positioning and temperament;
In this context, instead of thinking about "de-heading", Dongfang Selection should serve the head well.
After all, which of the domestic head MCNs is not a strengthened personal IP?
Dongfang Selection, which already has a strong head IP, why bother to abandon its superior resources and choose an uncertain future?