Dongfang Selection's share price fell nearly 5%, what did Dong Yuhui do wrong?
Author: Chen Yan
Edited by Gale
Dong Yuhui made a storm again.
2
On the morning of January 27, the content of Dong Yuhui's Weibo account was all emptied. Regarding this matter, a person close to Dongfang Selection revealed to the media that this was a personal act.
The reason for the incident is that in recent days, underwear and underwear products have been put on the shelves in the live broadcast room of "Walking with Hui", and some netizens have asked Dong Yuhui to explain many times in the comment area, but Dong Yuhui has refused three times - can't talk, won't, don't be embarrassed. The incident gradually fermented, and "Dong Yuhui's three refusals to explain underwear and underwear" appeared on the hot search topic, and there were also voices of discrimination against women in the process.
After Dong Yuhui learned that he was on the hot search again, he emptied Weibo the next day.
On the morning of February 27, Hong Kong shareholders selected to open low and go low, once falling more than 5%. As of the close, it was quoted at HK$23.5 per share, with a market capitalization of HK$23.892 billion.
As a public figure like the manager of a company and the new Douyin first brother, Dong Yuhui's handling is improper.
流量再大,也是salesman
The current Dong Yuhui can be said to have an infinite aura.
When Dong Yuhui was still in the live broadcast room of Dongfang Audition, he relied on bilingual steak to bring goods, and he became an instant hit. Later, after the establishment of the "Walking with Hui" live broadcast room, the GMV on the day of the premiere was as high as 150 million yuan, ranking first on the overall list of Douyin with goods, and Dong Yuhui was also promoted to the new first brother of Douyin.
Dong Yuhui brought goods in the live broadcast room of Oriental Selection
It can be said that Dong Yuhui has always been a person who stands on the tuyere of traffic, and he has also made a lot of money by relying on traffic success.
Back to the incident itself, the reason why Dong Yuhui made a fuss on the hot search was that as a top anchor and a brother on Douyin, he refused to explain the underwear and underwear that he brought in the live broadcast room, but only said a guided sentence "Friends who need to shoot by themselves". Even if some netizens coaxed, "If you don't talk about it, you won't buy it", Dong Yuhui just said: "If you don't buy it, forget it, if you don't buy it, it means that you don't need this thing." ”
According to Dong Yuhui's own words, "There are many things I really don't understand, and there is no other reason." Don't get me wrong, I'm just shy. Some people say that I discriminate against women, and I don't talk about men's underwear, what does this have to do with discrimination?"
To a certain extent, Dong Yuhui's approach can be understood, his transformation from a teacher is not very long, his thinking is relatively traditional, and he will be a little sensitive to some topics of private daily necessities and physiological structure. In addition, Dong Yuhui has always been a "cultural person" to the outside world, if the Internet is full of slices of his underwear and underwear, it may have an impact on his image.
Dong Yuhui
But aside from all kinds of additional labels, in the live broadcast room with goods, whether it is Dong Yuhui or who, he is first of all a salesman.
So as a salesman, it is the responsibility and obligation of this position to understand your own products and explain them clearly to consumers. What's more, underwear and panties have never been an unspeakable vulgar product.
Taking 10,000 steps back, such a risk can be avoided in advance. Now Dong Yuhui has the absolute right to decide on the live broadcast room of "Walking with Hui", if in his concept, underwear and underwear products are not suitable for explanation, then the selection team can not put related products on the shelves at the beginning, how can there be a follow-up public opinion storm?
With the splashing traffic, I can't let go of my own high and unwilling to explain the product, which is a kind of disrespect.
A derelict manager
Under the identity of Salesman, Dong Yuhui is still the senior partner of Dongfang Selection and the main person in charge of Hui's walk, and he must be responsible for his team and company.
Previously, Zinc Finance pointed out in the article "Douyin Brother No One Fights" that Dong Yuhui now occupies a very important position in Dongfang Selection, combined with Dongfang Selection's interim results for fiscal year 2024, the sales of "Walking with Hui" in January can account for more than 15% of Dongfang Selection's half-year GMV.
But in the same way, as a new manager, Dong Yuhui seems to be inexperienced and even a little derelict in his duties.
Dong Yuhui is the external "façade" of Dongfang Selection, and it is also the source of all public opinion controversies. From the perspective of the team or the company, in the face of external disputes, it is necessary to establish a management system and crisis response mechanism. If you do something wrong, you have to be beaten upright, and if you don't do anything wrong, then you have to deal with it head-on, respond, or even fight back.
Walk with Hui as a team
In any case, before making an important decision, you have to think twice, rather than simply quitting when you get emotional.
At present, Dong Yuhui's approach is just to hide in his comfort zone and "make money", which is essentially an act of escaping controversy and questioning.
Respect for this era
Under the wave of live broadcast e-commerce, products of the times such as Dong Yuhui and Brother Xiao Yang have been created. When they grow to a certain size and have great influence, it is inevitable that they will stand in the spotlight and accept supervision and discussion.
Looking back, it was originally platforms like Douyin and Weibo that gave Dong Yuhui fame and fortune.
I think that at the beginning, Dong Yuhui and Sun Dongxu had a conflict, but at the beginning, it was just within Dong Yuhui's fandom, and it was fermented on a small scale, which did not cause too many waves. It wasn't until the small essay incident frequently appeared on the hot search, and netizens launched rounds of discussions and questions about Sun Dongxu's behavior, which in turn promoted Dongfang Selection to solve the problem, and now there are today's "Walking with Hui" and Dong Yuhui.
Sun Dongxu
The huge traffic attention of the platform has played a significant role in the successful resolution of the small composition incident.
But the traffic is neutral, and the trend of public opinion cannot always follow Dong Yuhui, and sometimes, as a public figure, he has to face doubts and even misunderstandings, which is also the social responsibility that Dong Yuhui must assume.
In other words, in the platform, the majority of users have made Dong Yuhui a top class, and they are also their food and clothing parents. Then when dealing with the evaluation and supervision of users, the top performers must also learn to listen. Directly deleting the exit circle is obviously disrespectful to users.
Further, this kind of "willful" behavior will also cause fluctuations in the capital market.
In fact, it can be perceived that for a long time, shareholders' judgment on Dongfang's selection of this company has largely been based on the consideration of Dong Yuhui's personal IP value. Otherwise, it would not have appeared, and during the small composition incident, the stock price of Dongfang Selection also fell endlessly, and its market value once evaporated by more than 4 billion Hong Kong dollars.
Now that Dong Yuhui is ostensibly "separated" from Dongfang Selection, in fact, he is still controlled by Dongfang Selection, so Dong Yuhui's every move still affects the interests of the entire group. Once he gets out of control, he may drag the company directly into the water. It can be seen that Dong Yuhui just emptied Weibo, and then Dongfang Selection's stock price fell, which is the best evidence.
In the long run, such behavior will definitely be countered. Respecting the parents and respecting this era is the simplest truth.
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.6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6); --weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .) 1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .. 6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]), 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#1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, .1);-- weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{-- weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 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157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6); --weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .) 1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]), body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .. 1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6); --weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .) 6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme: dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}.rich_media_content em{font-style:italic}.rich_media_content p{clear:both; min-height:1em}td p{margin:0; padding:0}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-input-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--immersive-safe-bottom: env(safe-area-input-bottom)}:root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}*{margin:0; padding:0}.rich_media_content *{max-width:100%!important; box-sizing:border-box!important;-webkit-box-sizing:border-box!important; word-wrap:break-word!important}
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