2023 is coming to an end. I never expected that after the migrant workers were asked by Li Jiaqi "whether they have worked hard" in the middle of the year, they would be taught a lesson by the capitalists again at the end of the year, twice!
After the Dong Yuhui essay ownership incident, Oriental Screening CEO Sun Dongxu held a meeting in the live broadcast room to criticize netizens for using "rice circle culture" to coerce Dong Yuhui, which made everyone feel suffocated across the screen.
But just today, Oriental Selection issued a statement removing him from the CEO position. The person who educates consumers has finally been "educated".
Another time, Dong Mingzhu sent traffic to Meng Yutong again. At the Gree Electric Appliances 2023 college student induction ceremony, she angrily accused Meng Yutong of only wanting to use the Gree platform to become an Internet celebrity, and then she was fired. She also said, " Just wanting to make more money is no different than being a walking zombie.”
Netizens: In December 2023, he was diagnosed as a "walking dead" on the Internet.
Although it was quite unpleasant to be scolded, in these two battles between the workers and the capitalists, the audience felt a sense of venting their anger, because the incidents of Dong Yuhui and Meng Yutong showed everyone the powerful influence of the workers: Meng Yutong, who was born in 1998, actually made Dong Mingzhu so unhappy that he mentioned it many times and put it on the hot search. The internal strife in Oriental Selection caused by Dong Yuhui's essay actually caused the market value of New Oriental to evaporate by more than 6 billion Hong Kong dollars.
There is even a topic on Weibo, #热播Employees Taught the CEO a Lesson#. Let’s analyze why workers seem to be “standing up” now. The first reason for
is positioning error.
On the surface, the conflict between Dong Mingzhu, Meng Yutong, and Dong Yuhui of Dongfang Selection is a matter of profit distribution, but the essence of this conflict is that the company has errors in their identity positioning.
To put it bluntly, Meng Yutong and Dong Yuhui are not ordinary workers, but so-called "Internet celebrity employees".
After Meng Yutong was selected as secretary by Dong Mingzhu, she was once dubbed "Dong Mingzhu's successor". Dong Mingzhu built momentum for her and took her on live broadcasts. Meng Yutong's name was also mentioned in many categories registered as a trademark.
Anyone with a discerning eye knows that Dong Mingzhu chose Meng Yutong not just to be her secretary, but also to make her one of Gree’s IPs sold online.
works as a secretary + internet celebrity anchor, but Gree only gave her the salary of a fresh graduate of Gree (it is said to be 5,000). When her fame and popularity are enough for her to obtain a more generous income after leaving Gree, it will indeed be a matter of time before she leaves. Li Guoqing has also said this long ago.
Dong Yuhui’s situation is different. Gree created Meng Yutong, but Dong Yuhui was the introduction that gave New Oriental a new lease of life. On June 9, 2022, Dong Yuhui suddenly became popular while playing, with single-day sales exceeding 15 million, which was more than 7 times the previous amount.
Dong Yuhui’s appearance in the industry allowed the audience to see that there is such a unique selling style. Since then, Oriental Selection has also caught up with this overwhelming wealth, but Dong Yuhui has always been said to be the most important IP of Oriental Selection.
The essential reason why Meng Yutong and Dong Yuhui can be tough is that they are already IPs themselves and can do well independently. If companies realize this, they will know that it is normal for top Internet celebrity anchors to earn high incomes. Many companies even rely on top anchors, such as Li Jiaqi, Weiya, Xiao Yang, Simba, etc.
But obviously the company still positions Meng Yutong and Dong Yuhui as ordinary workers. Therefore, Gree did not give Meng Yutong an attractive salary. Even if Meng Yutong’s popularity was created by the Gree platform, it is impossible for him to sell his portrait and name with a monthly salary of 5,000 and do two jobs by himself. Live.
As for Dong Yuhui, it is precisely because Dongfang Selection did not realize from top to bottom that the relationship between the company and Dong Yuhui is not that of an ordinary company and ordinary employees, but more like the relationship between an MCN company and a leading anchor.The former is the reason why other employees of Oriental Selection stabbed Dong Yuhui in the back. They were all working as workers, so Dong Yuhui gained both fame and fortune. However, if you think about it seriously, the value Dong Yuhui created for Oriental Selection was not proportional to his income at all.
Luo Yonghao once said that in many companies, 20% of the people actually create 80% of the profits, but it is often the remaining 80% of people who make trouble. This also requires the company's management to communicate and coordinate. On the one hand, it must distinguish between Internet celebrity employees and ordinary employees and provide reasonable remuneration. On the other hand, it must also balance the relationship between Internet celebrity employees and ordinary employees. He won't be stabbed in the back by his own people.
The second reason is that the public’s mentality has changed.
With the economic downturn, this is no longer an era where success can be achieved through hard work. Instead of focusing on distant ideals, everyone wants to live a good life in front of them. Therefore, everyone is very sympathetic to Meng Yutong and Dong Yuhui. They refuse the boss's pie at work, hoping to get tangible rewards. With the support of public opinion, they finally have enough power to confront the company.
Dong Yuhui’s popularity and role in Oriental Selection are beyond doubt. Industry insiders say that the sales generated by Dong Yuhui account for 50% of Oriental Selection.
Previously, many celebrities such as Yi Zhongtian, Ni Ping, and Feng Tang went to the Oriental Selection live broadcast room to tell stories overtly and covertly to warn Dong Yuhui not to be exploited by capital, to avoid overestimating one's own merits, and to beware of the company's attempts to undermine others.
Everyone can clearly see the value of Dong Yuhui, and objectively Dong Yuhui is indeed important. Everyone likes Dong Yuhui. On the one hand, they like his talent. On the other hand, they like his simplicity and transparency after becoming famous. I personally think that Dong Yuhui actually doesn't want to leave Oriental Selection, but the environment seems to be forcing him to leave. Luo Yonghao has also supported him many times, saying that he is a very emotional person.
However, for the sake of long-term development, the company does not dare to rely too much on top anchors. It has been talking about "eliminating Dong Yuhui" since last year. Last night, Oriental Selection sold goods at a discount and said that sales reached a new high. It is nothing more than I also want to express: Oriental Selection will still work without Dong Yuhui. But Dong Yuhui did nothing wrong. Every time he failed to argue, his image became taller.
This is why after the Xiao Zuowen incident, Dong Yuhui could go back to his hometown to rest, but Dongfang Xiaosun needed to apologize. After the incident, Dongfang Selection’s Douyin account continued to lose followers, while Dong Yuhui’s Douyin followers continued to increase. Under the "education" of consumers, Oriental Selection finally knows who is more important
Meng Yutong is exactly the opposite of Dong Yuhui. The great hero is facing the crisis of being "killed" by capital, and Meng Yutong But it's all about capital. I can’t say that what she did is definitely right, but she is a typical example of a typical workplace person who does not let capital take over her, but instead uses capital to make herself better and better. After
left her job, she used the traffic accumulated in Gree to become a self-media blogger. The content quality of Xiaohongshu is also good, and it is said that her annual income exceeds 4 million.
After leaving her job, she did not say anything bad about Gree, but went to study abroad to enrich herself. When faced with Dong Mingzhu’s rebuke, she just said that it was not convenient for her to respond. Since then, every time Dong Mingzhu mentions her, it will increase her traffic. Moreover, the confrontation between a big company and a small girl seems very unstructured, making it difficult to gain the support of the masses.
Why Dong Mingzhu is so worried about Meng Yutong? She just feels that the people she trains have set her up. She wants a dedicated employee like Wang Ziru who "doesn't look at the salary slip", but Meng Yutong is not. Such a person, the little girl is still awake, she is still teaching everyone in Xiaohongshu how to manage upwards and not to be PUA by the leader.
Judging from Meng Yutong's current status, if nothing else, his appearance has improved several degrees compared to when he was in Gree. It seems that not working part-time is really refreshing. This also tells the majority of workers that offending their leaders is actually not that scary. As long as their psychology is strong enough, they can still live freely if they offend big bosses like Dong Mingzhu.
Although Meng Yutong and Dong Yuhui have put the arrogant capitalists on the wall, in the end, the impact of these things will still fall back on the workers. For example, it has now become a consensus to "de-head" the live broadcast platform, and the company's reputation will not be tied to a certain employee. When other companies want to promote a certain Internet celebrity employee, they will definitely impose stricter restrictions and sign various agreements to take the initiative in their own hands.
Capital will not learn to treat employees better, but will only adopt stricter measures to control to avoid similar situations from happening. Dong Yuhui seems to have achieved short-term success in the "choose one from two", but this is just an expedient measure for Dongfang Selection to bow to the market and public opinion. His strength will make capital more afraid of him. After this crisis, his path may become even more difficult. Whether they will become capital itself like Li Jiaqi, or become the next "Meng Yutong", we don't know, and we wish them well.
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