Every commentator Chen Ting
After having a "high fever" for many days, with the combined live broadcast of Yu Minhong and Dong Yuhui as a turning point, the "little composition" incident that affected the fate of Dongfang Selection has temporarily come to an end. On the surface, this is a satisfactory result for "mothers-in-law": Dong Yuhui not only stayed, but also became the senior partner of Oriental Selection and the cultural assistant to the chairman of New Oriental Education Technology Group, and concurrently served as the vice president of New Oriental Culture and Tourism Group. Even so, the capital story of Oriental Selection is still not over, and internal problems are still likely to ferment.
Since this incident broke out, people from all walks of life have analyzed and commented on the inside and outside of the Oriental Selection, but in fact, this is an incident that is common on the live broadcast circuit.
Just in December, Xinxuan CEO (CEO) Guan Qian resigned, and there was news that Simba’s apprentice cursed Guan Qian. Previously, Li Jiaqi’s remarks had a profound impact on the fate of US ONE. Earlier in 2023, Xie Rudong, chairman and CEO of Yuanwang Technology, also issued an internal letter criticizing management for unreasonable division of labor, low time utilization, and serious waste.
The author believes that the Dongfang Selection farce is temporarily suspended, but the reflection on the live broadcast e-commerce industry should not stop.
From the beginning of the year to the end of the year, the frequent chaos in the live broadcast e-commerce industry shows that companies in the industry have some common problems. The "little essay" scandal that has attracted much attention in Oriental Selection can be regarded as a wake-up call to practitioners. If we do not reflect on the reasons for frequent chaos in the industry in time, similar incidents may affect ourselves.
The author believes that live broadcast MCN organizations (a new online media operation model) need to establish their own key development directions as soon as possible and clarify where their core competitiveness lies. If you choose to focus on product routes, you must continue to deepen the supply chain and provide excellent product quality. But no matter what, the management of the organization must protect the top anchors, cherish their hard-won positions, give them corresponding fair treatment, and carefully handle the problem of over-reliance on a single anchor.
In fact, there is no direct conflict between the Internet celebrity model and the product route. The role of well-known IP (intellectual property rights) in stimulating corporate development cannot be ignored. The only question is whether the management has enough management wisdom to avoid further fermentation of internal crises. . Regarding the crisis of Oriental Selection, Yu Minhong also concluded that "there are huge loopholes in the company's management."
As an emerging industry, live broadcast e-commerce cannot avoid the "pains" of growth. Although practitioners from all walks of life have had certain successful experiences in previous industries, these experiences may not be applicable in the field of live broadcast e-commerce. Change your thinking. becomes crucial.
In addition to the need for management ideas to keep pace with the times, how to balance the relationship between back-end products, risk control and front-end IP content is extremely important for MCN organizations. The author believes that the industry needs to draw wisdom from the outbreak and settlement of the Dongfang Selection incident, clarify the ownership of responsibilities, find mature management plans as soon as possible and prepare relevant risk plans. This not only helps anchors work with peace of mind, but also helps to protect the rights and interests of consumers. Since the development of
, live streaming e-commerce has gone through the rough era, and the major players in the industry have begun to take shape. In the next step, the level of management capabilities will be a key factor affecting the future development prospects of major players.
[Source: Daily Economic News]
