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Yu Minhong is the strategic maker of business operations. Therefore, the person directly responsible for bringing about this series of consequences is none other than himself. Mr. Xiao Sun is just an executor.
Essentially, New Oriental's management believes that Dong Yuhui's influence is too great, and the company cannot be built on the basis of "one dominant company", otherwise the uncertainty of its operations will be too high. It doesn’t matter who has the final say in an
enterprise. What matters is whether the enterprise can continue to grow and increase profits. article comes from Kung Fu Finance , author Laogu
article has been authorized
The Dongfang Selection essay incident that continues to ferment has ushered in a key change. Yu Minhong made the decision to choose one of the two, and let Dongfang Selection The CEO is laid off.
But, is the problem really solved? Absolutely not. The person who caused the problem was not Mr. Sun, but Yu Minhong.
What is the real problem? The real problem of is not a public relations problem, nor is it the editor's nonsense, nor is it the CEO's meeting to criticize consumers. These are just phenomena. The root of the problem of
comes from the entire New Oriental management's view of the live broadcast business. Yu Minhong urgently requested to stop broadcasting for a meeting to review, and finally decided to lay off the CEO. This was not a major change, but stemmed from the live broadcast of Oriental Selection the night before. In this live broadcast, Tian Quan, another anchor of Oriental Screening, was even more aggressive with fans, and the language he used exceeded our imagination. The direct consequence of
's live broadcast was that hundreds of thousands of fans once again canceled the broadcast. Oriental Selection has more than 30 million fans. It seems that not many people are interested in it, but not all tens of millions of fans watch your live broadcast. These fans who watch the live broadcast are often die-hard fans who have the strongest purchasing power and will repeat it. Loyal users who repurchase. Within a few days, the number of fans of Oriental Selection dropped to 28.47 million, compared with 31.159 million before the "little composition" incident on December 9, a loss of more than 2 million fans. At the same time, Dong Yuhui’s number of fans reached 20.15 million, an increase of nearly 7 million.
This is a catastrophic consequence. The departure of millions of fans means the elimination of huge sales. The most important responsibility for why has such a result does not lie with Mr. Xiao Sun, but with Yu Minhong. Oriental Selection’s response on the 15th revealed the real reason behind this dispute. On December 15, Oriental Selection responded to reporters saying that the recent outbreak of public opinion exposed the conflict between Oriental Selection’s internet celebrity model and product line model. In this conflict, Oriental Selection has decided to stick to its product line. This is undoubtedly the best choice for Oriental Selection to respond to doubts. The reason why Oriental Selection has the confidence to say this is because Oriental Selection’s Douyin store that sells self-operated products sold more than 62 million yuan in the first live broadcast without Dong Yuhui on December 14, setting a record for Oriental Selection in the past two years. The highest sales record for self-operated products. The sales volume increased instead of falling, which made Dongfang Selection determined to follow the product route.
Not only that,
after Dong Yuhui was emotionally affected, Oriental Selection still decided to launch a big promotion and sent all its anchors to promote it for three consecutive days from the 16th to the 18th. The move of is actually a direct expression of a concept. Oriental Selection will carry out the de-"Dong Yuhui" process to the end. Yu Minhong was immediately involved in the incident and issued an apology statement. It is impossible for him to be unaware of these subsequent actions of Dongfang Selection, because this is a major crisis event, and as the boss of the company, it is impossible for him not to participate. Dongfang Selection’s decision to change Dong Yuhui’s career is not just a one-time event, but has been going on for a long time. Oriental Selection has also selected many anchors such as Shi Ming, Dundun, and YOYO, and is also consciously cultivating a new batch of anchors, including Lele, Tianquan, Chaofeng, Daqi, Tongtong, Taotao and others. The Oriental Selection Book Number has also removed the eye-catching label of "Yu Hui Recommends", and the image of "square-faced teacher" Dong Yuhui printed on the steak has also disappeared. It is impossible for Yu Minhong not to know these situations. As the general person in charge of the company, it is impossible for him not to report the business strategies of his subordinates to him. It is even more impossible for him not to participate in decision-making on the major events that have occurred in the past few days.
essentially means that New Oriental's management believes that Dong Yuhui's influence is too great and that the company cannot be built on the basis of "one company alone", otherwise the business uncertainty will be too high. Under the guidance of this business philosophy, although Dong Yuhui's salary is not low, his rank is very low. Only the editor dares to criticize him, Mr. Sun dares to criticize him, and anchors like Tianquan don't care at all about the emotions of Dong Yuhui's fans. . The source of all incidents is not public relations means, but this business philosophy.
Yu Minhong is the strategic maker of business operations. Therefore, the person directly responsible for bringing about this series of consequences is none other than himself. Mr. Xiao Sun is just an executor. Now Mr. Sun is laid off, and Yu Minhong temporarily serves as the CEO of Oriental Selection. Is the problem solved? of course not.
Resolve the pain of "one dominant company" Many companies often face this dilemma, that is, when star employees appear in the company, the star employees often "kidnap" the company because they cannot do without him. Therefore,
many companies The owner is keen to solve this problem, and even resorts to political means, such as decentralization of power, checks and balances, or suppression of star employees to prevent the entire company from being subject to one person's ideas. From the perspective of business owners, will be considered a natural and normal behavior. However,
when an irreplaceable resource appears in an enterprise, it can only mean that the enterprise's own capabilities are limited, and the responsibility is not the star employee, but the business owner's inability to create new star employees. If is an ordinary star salesperson, it can slowly change this status quo by poaching and training people, but it is impossible to cultivate Internet celebrities who lead goods. From an ordinary self-media creator, to become an Internet celebrity is already one in a million, and to become an Internet celebrity who can sell billions or tens of billions of goods a year, there are few in China. Ten people came out. Yu Minhong should have been lucky that he was so lucky that he sent an ordinary teacher to do live broadcasts and turned out to be a top-notch sales star. However, when he used traditional business management thinking to understand this problem, he made a big mistake. . The emergence of
Dong Yuhui is an accidental event, composed of countless complex reasons, and cannot be copied. Oriental Selection has a bunch of anchors trying to copy another one. It’s not impossible, but the probability is too low.
Dong Yuhui is the irreplaceable core resource and proprietary resource of Oriental Selection. However, Yu Minhong is trying to get rid of Dong Yuhui and try to reduce his influence in terms of position and management. This is a very wrong and stupid move. It is equivalent to a brokerage company finally encountering Fan Bingbing, who suddenly became famous. In the end, they had to find ways to hide him, fearing that the whole company would rely on him to make a living.
Yu Minhong, as a business owner, should respect reality. The reality is that Dong Yuhui is a traffic star. Instead of suppressing or getting rid of Dong Hua, we should build a service team around him and strive to make him have higher output. Even if one day Dong Yuhui is old enough to challenge his boss and listen to him in everything, this is just inevitable in this business. You cannot train such people in batches, so you have to accept this reality. It doesn’t matter who has the final say in an
enterprise. What matters is whether the enterprise can continue to grow and increase profits. Many business owners in China are keen on control. This is a bad habit. The feeling that business owners have control over everything is an illusory dream. Only the creation of real profits should be what entrepreneurs should pursue. Yu Minhong just has to listen to Dong Yuhui every day, so what? There are hundreds to hundreds of entrepreneurs at the level of Yu Minhong in China, but how many of them can bring so much goods in China? The entire
e-commerce industry has taken action. They want to poach Dong Yuhui, which shows how scarce he is. Yu Minhong didn't cherish it, but resorted to suppressing it. It was a big mistake. What's more, Dong Yuhui's value has increased several times in this incident.3
How much is Dong Yuhui worth? The emergence of the sales star is very accidental. With Dong Yuhui's talent, New Oriental may have hundreds or even thousands of teachers with similar talents. However, he is the product of a story, and he is not determined by his personal talent. Therefore, Not copyable. Dong Yuhui’s popularity comes from this story: Yu Minhong of New Oriental reduced his K12 education and training business under double cuts, paid teachers full salaries and compensation, and donated a large number of tables, chairs and benches, which won the sympathy of the entire network. and respect. At the same time, Yu Minhong is also preparing to transform into live streaming, produce agricultural products, and become an agricultural e-commerce company with feelings.
This is the origin of the story, but this story has no result, because Yu Minhong failed to bring goods to the front line personally. Until Dong Yuhui appeared, a new and fresh style of selling goods immediately attracted attention. The sympathy for Yu Minhong and New Oriental, coupled with Dong Yuhui's special ability, suddenly gave rise to a new story, that is, a young man with knowledge, positive energy, and extremely fresh and non-greasy, helped New Oriental, which was in trouble, to start selling goods. . Such stories spread throughout the Internet, further boosting Dong Yuhui's popularity. Without stories in , there would be no characters, no IPs, and no moods and emotions, so it would be difficult for such star-level anchors to appear. However, Dong Yuhui's commercial value will now increase several times in this incident, far exceeding his influence during the Eastern Selection. Due to the editor's jealousy, Dong Yuhui won the sympathy of the entire network, and Mr. Sun's strength made Dong a weak hero who was completely suppressed. Mr. Sun's subsequent live broadcasts without Dong Yuhui made him The whole network has seen clearly that Dongfang Selection is going to Dong Hua. At this time, Dong Yuhui passively became the protagonist of another story. This story is: A talented young man has made great contributions to the company, but he has no status in the company. The editors below dare to criticize him, and The CEO above even used the big promotion to warn him nakedly that we can do without you.
At this time, Dong Yuhui became a person who was in trouble at the grassroots level and was suppressed by the powerful. If Dong resigns, then the next part of this story is that the young man who was suppressed resigned in anger, and then the king returned and slapped those who looked down on me in the face. Under such a story, Dong Yuhui has become the top star on the Internet. He has jumped from the original live broadcast circle of Dongfang Select to become the most popular person on the entire Internet. If this story continues, his traffic value will be several times its original value. It was Zhu teammates who helped Dong Yuhui create such a story, doubling his value. But now that Yu Minhong has taken action and killed the CEO, a new plot has appeared in this story. The current version of this story is: The young man was suppressed by the executives in the company and bullied by the editor. Now the big boss stepped in to help him clear the obstacles. Since Yu Minhong is also a traffic star, Dong Yuhui now leaves, which seems to have some unethical feelings. .
Therefore, after Yu Minhong took action, Dong Yuhui's commercial value actually declined. However, if Yu Minhong does not change his philosophy, adjust the way of cooperation with Dong Yuhui, and establish a management method with him as the core, Dong Yuhui's departure is still a high probability. From the fact that the Tianquan anchor did not defend Dong Yuhui but instead criticized the fans, we can see that the entire Dongfang Selection is filled with an atmosphere of removing Dong Hua. This is not a problem of a certain CEO, but the whole company believes that Dong Yuhui is the one who should leave. people. is a business philosophy that has been adhered to for a long time. The consequence of it is that the entire enterprise is full of hostility towards Dong Yuhui. I am afraid that Yu Minhong did not realize this problem at all. He laid off Mr. Sun, which may be just for the sake of his predecessor. An emergency response to a live broadcast incident. For to truly solve the problem, how Yu Minhong handles the relationship between Oriental Selection and Dong Yuhui is crucial. If continues to eliminate Dong Hua, it will only move the contradiction back.
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Where should Dong Yuhui go? In fact, Dong Yuhui has been very forbearing when things have come to this point.Oriental Selection's live broadcast promotions for several consecutive days are actually further provoking Dong and telling him, Dong Yuhui, you are worthless. We can live the same life without you. The correct way to deal with is to stop the entire company from broadcasting, wait for Dong Yuhui to come back, and tell him in this way, come back, we can't make it without you. Dong Yuhui’s most correct choice is to leave the company and start his own business. His abilities and resources are completely sufficient. There is no need to suffer from this kind of anger and restriction. If he gets out of Dongfang Selection, he will become a bigger traffic star. No matter Then get these inexplicable attacks from within. Yu Minhong should fulfill his promise. He said that if Dong Yuhui wants to start his own business, he will support it and become a shareholder. In my experience, the entire Dongfang Selection Company’s internal employees’ concepts have been completely misguided by wrong business concepts. After this incident, the internal emotions will become more complicated. Why bother to enter this trap of right and wrong again? Since you have such good pig teammates to assist you, then go out and become a top-notch Internet celebrity. 