东方甄选股价跌近5%，董宇辉做错了什么？

作者|陈  妍

编辑|大  风

董宇辉又闹出风波了。

2

月27日上午，董宇辉的微博账号内容显示全部清空。对于这件事，有接近东方甄选人士向媒体透露，这是个人行为。

事情起因是，最近这几天，“与辉同行”直播间上架了内衣内裤产品，有网友在评论区多次要求董宇辉讲解，却被董宇辉拒绝三连——讲不了、不会、别难为人。事件逐渐发酵，“董宇辉三拒讲解内衣内裤”登上热搜话题，过程中也出现了歧视女性的声音。

董宇辉得知自己又上热搜后，第二天就清空了微博。

牵一发而动全身，2月27日上午，港股东方甄选低开低走，一度跌超5%。截至收盘，报每股23.5港元，市值238.92亿港元。

作为一个公司的管理者、新任抖音一哥这样的公众人物，董宇辉的处理方式是欠妥的。

流量再大，也是salesman

现在的董宇辉，可以说是光环无限。

当初董宇辉还在东方甄选直播间的时候，靠着双语带货牛排，一炮而红。后来“与辉同行”直播间成立后，首播当天GMV高达1.5亿元，登上抖音带货榜总榜第一名，董宇辉也荣升为新一任抖音带货一哥。

董宇辉在东方甄选直播间带货

可以说，董宇辉始终是站在流量风口上的人，也靠着流量功成名就，赚得盆满钵满。

回到这次事件本身，董宇辉之所以闹到热搜上，就在于作为顶流主播、抖音一哥，却不肯讲解自己直播间带货的内衣内裤，只是引导性地说了一句“需要的朋友自己拍”。哪怕有网友起哄，“不讲就不买”，董宇辉也只是说：“不买算了，不买就说明你不需要这个东西。”

按照董宇辉自己的说法，“好多东西我是真的不懂，也没啥其他的原因。大家别误会，我就是害羞。有人说我歧视女性，男性内衣我也不讲，这和歧视有啥关系？”

一定程度上来说，可以理解董宇辉的做法，他从老师转型的时间也不算很长，思想相对传统，对于一些私密生活用品和生理结构的话题，会有些敏感。加上董宇辉对外一直是个“文化人设”，如果网上四处都是他讲解内衣内裤的切片，对于他形象可能有所影响。

董宇辉

但抛开各种附加标签，在带货直播间里，不管是董宇辉还是谁，首先都是一个销售员。

那么作为销售员，了解自家产品，向消费者讲解清楚，是这个岗位的职责和义务所在。更何况内衣内裤从来也不是不可言说的低俗产品。

退一万步讲，这样的风险是可以事先规避掉的。现在董宇辉对于“与辉同行”直播间，有绝对的决定权，如果在他的观念里，内衣内裤类产品不适合讲解，那么选品团队一开始就可以不上架相关产品，又怎么会有后续的舆论风波？

揣着泼天的流量，放不下自己的清高，不愿意讲解产品，这是一种不敬业。   

一个失职的管理者

在salesman的身份之下，董宇辉现在还是东方甄选的高级合伙人、与辉同行的主要负责人，他必须要对自己的团队和公司负责。

之前锌财经在文章《抖音一哥无人争》中指出过，现在董宇辉在东方甄选占据相当重要的位置，结合东方甄选2024财年中期业绩来看，“与辉同行”1月的销售额，能占到东方甄选半年GMV的15%以上。

但同样的，作为一个新晋的管理者，董宇辉似乎是缺乏经验的，甚至有些失职。

董宇辉是东方甄选的对外“门面”，也是一切舆论争议的源头。从团队或者公司的角度出发，面对外界争议，应该要去建立管理体系，危机应对机制。如果做错了，就要立正挨打，如果没做错，那就去正面应对、回应、甚至反击。

与辉同行团队

无论如何，做重要决定前，都得三思，而不是一时情绪上来了简单退出。

眼下董宇辉的做法，不过是想躲进自己的舒适区“圈地赚钱”，本质上是一种逃避争议和质疑的行为。

尊重这个时代

在直播电商的浪潮下，造就了董宇辉、小杨哥这样的时代产物。当他们成长到一定体量，拥有巨大影响力的时候，站到聚光灯下，接受监督和讨论是必然的。

回过头来看，原本也是像抖音、微博这样的平台，给予了董宇辉们名利。

想当初，董宇辉和孙东旭闹矛盾，一开始只是董宇辉粉丝圈内部，小范围发酵，没引起太大波澜。直到小作文事件频频登上热搜，网友们对孙东旭的行为，展开一轮又一轮讨论和质疑，才反过来推动东方甄选解决问题，有了如今的“与辉同行”和董宇辉。    

孙东旭

平台巨大的流量关注，对小作文事件的圆满解决，发挥了不小的作用。

但流量是中性的，舆论风向也不可能永远顺着董宇辉来，有的时候作为公众人物，自己也不得不面临质疑，甚至是误解，这也是董宇辉们必须承担的社会责任。

换句话说，在平台里，广大用户让董宇辉们成为了顶流，也是他们的衣食父母。那么对待用户的评价与监督，顶流们也得学着倾听。直接删除退圈，显然是对用户们的不尊重。

进一步来看，这种“任性”的行为，也会引发资本市场的波动。

其实可以感知到，一直以来，股东们对于东方甄选这家公司的评判，很大程度上是出于董宇辉个人IP价值的考量。否则不会出现，小作文事件期间，东方甄选的股价也跌跌不休，市值一度蒸发超40亿港元。

现在董宇辉表面上与东方甄选“分家”了，实际上仍受控于东方甄选，那么董宇辉的一举一动，还是影响整个集团的利益。他一旦失控，可能会把公司直接拖下水。可以看到，董宇辉刚微博清空，紧接着东方甄选股价下跌，这就是最好的证据。

从长远来看，这样的行为一定是会被反噬的。尊重衣食父母，尊重这个时代，是最简单的道理了。

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#3eb575;--weui-BRAND: #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){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen 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rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #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) 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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, 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.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-inset-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--immersive-safe-bottom: env(safe-area-inset-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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