Messy and there's a follow-up!
At 1 a.m. on June 7, Yu Minhong, founder of New Oriental and CEO of Oriental Selection, issued an open letter apologizing to Oriental Selection's customers, shareholders and investors.
Yu Minhong mentioned that the hotly discussed "Dongfang selection is a mess" in the field of public opinion is just a modest expression with friends, and said: "I will be responsible for all those who trust and support us to the end." ”
Yu Minhong, who apologized late at night, hurriedly wrote the wrong first word of the letter.
More than nine hours later, in the morning, he updated the video of his trip to Portugal in May as usual, still with flowers and waves, and a clear breeze.
Previously, Yu Minhong was a guest in the live broadcast room of Zhang Wenzhong, the founder of Wumart, and the other party asked him to give some advice.
He said: "Dongfang Selection is doing a mess now, and it doesn't have any ability to make suggestions. And said that he wanted to stay away from the business field, would go to the mountains and rivers, and kept more time for himself.
As soon as this remark came out, it caused a lot of speculation and discussion, and it instantly rushed to the hot search.
Subsequently, the stock price of Oriental Selection fluctuated, and the market value evaporated by 3 billion in 3 days, which shows that Yu Minhong's personal influence on New Oriental Group can be called "a word worth 10,000 gold".
Almost at the same time, Dongfang Selection was also sent to the hot search list for "howling live broadcast".
Oriental selection, want "Storm Pavilion (stop)"!
Star entrepreneur Yu Minhong restarted his business in the year of Ershun, and the star "salesman" Dong Yuhui was born, and the vigorous "small composition" incident (who wrote Dong Yuhui's live copywriting caused the turmoil) ended in less than half a year.
Since Dong Yuhui's "solo flight", the number of fans of "Walking with Hui" has continued to rise, and the "old club" has become even more poor and continues to lose fans.
Feigua data shows that since the first half of the year, Douyin's "Oriental Selection" has lost nearly 1.3 million fans, and "Walking with Hui" has accumulated more than 16.5 million fans.
Especially in terms of the results of bringing goods, the total number of fans is higher than that of "Walking with Hui", and the "Oriental Selection" has also been overtaken.
According to Feigua data, since January, "Walking with Hui" has never fallen out of the top three on the monthly list of Douyin live broadcasts, and has always ranked before Dongfang Selection.
This Oriental Selection, which has been living in the hot search since its birth, what happened this time?
What is wrong with Yu Minhong? Is Dong Yuhui right?
In this regard, Liang Tingting, a reporter from China News Weekly, Yang Xinyi, a reporter from the Daily Economic News, and Li Xuanzi, a reporter from Xiaoxiang Morning News, had an exchange with Shule.
Dong Yuhui is just the top card, not the hole card selected by Dongfang.
Yu Minhong only apologized to the capital market, after all, his remarks brought huge losses to investors.
As for Dong Yuhui's separation or non-divorce, it doesn't matter whether it's right or wrong.
Although it is independently accounted for with Hui peers, in the final analysis, it is still a matrix number under the listed company Oriental Selection, and the comparison between the Douyin account "Walk with Hui" and "Oriental Selection" in terms of fans and sales performance is of no practical significance.
In the stock market of live streaming, it is not surprising that the emergence of the new account of Walking with Hui will take away a part of the cake that originally belonged to the large live broadcast room of Dongfang Selection.
Walking with Hui did take away some of the fans of the original Dongfang Selection, but this "cutting" made the account precipitate more fans who recognized its products.
Furthermore, it also allows the two live broadcast rooms to form a certain degree of verticality in the fan portraits, and the portraits are clearer.
Dong Yuhui is just the top brand!
In the past Dongfang Selection live broadcast room, Dong Yuhui supported it and became the top brand, which is the same as watching the drama to buy tickets for the corner.
Dong Yuhui opened another live broadcast room, in the short term, this kind of "box office" loss will continue in Dongfang Selection until it finds a new style and new top stream that suits it again.
As for the "howling live broadcast" that appeared in the "Oriental Selection Beautiful Life", the main reason why it attracted attention was that the Oriental Selection anchors originally had a certain "cultural person" personality, and the teacher rushed into the KTV to shout the microphone, which caused a certain cognitive tear to the audience.
But this kind of "trial and error" is also what Dongfang Selection must do to a certain extent.
Each anchor has its own style, stylization is the basis of the recognition of the head anchor, Luo Yonghao is suitable for "cross talk", Dong Yuhui is suitable for "lecturing", and Li Jiaqi, who was born as a salesperson, is suitable for shouting, there is no right or wrong problem, just look at the matching degree of style and fan attributes.
As for the failure, it is that building a "second Dong Yuhui" is an unlikely task.
In the face of this successful IP, even if Dongfang Selection can come up with a better knowledge anchor, it will be regarded as a copy or tribute to Dong Yuhui.
On the contrary, it is an attempt to differentiate the style, which may create new opportunities for Dongfang Selection.
Dong Yuhui is not a hole card!
But it cannot be assumed that Dong Yuhui's peers with Hui must be strong.
On the contrary, there is a serious ceiling in the new live broadcast room, and when the original Dong Yuhui's hardcore "box office" is completely separated from Dongfang Selection, it is unknown where its new incremental space is.
On the contrary, Dongfang Selection takes the way of self-built industrial chain, even if there is no good anchor and good style, but as a corporate self-broadcast, it can still use product quality to expand consumer groups and consumption frequency, and the regression on the surface has made the ceiling disappear.
For Dongfang Selection, the industrial chain is its most critical moat, which gives it enough confidence and time to find new styles and new anchors that can be loved by the audience, and find the right salesperson to break the game.
In addition, its own supply chain is the biggest "hole card" of Dongfang Selection, not Dong Yuhui.
On this basis, doing the business of self-operated products can not only reduce the occasional "overturning" incident caused by the selection of products, such as plum vegetables and meat, but also not hurt the muscles and bones in the case of losing the big anchor.
Author Zhang Shule, columnist of People's Daily Online and People's Post and Telegraph, expert of China Economic Media Think Tank, senior TMT industry commentator
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