A few days ago, Dong Yuhui’s essay finally had a new follow-up. Dongfang Xiaosun was dismissed. Yu Minhong and Dong Yuhui communicated with users during the live broadcast on the evening of the 16th. But can such an effect be accepted by users? Let’s analyze it from three perspectives.
Recently, the most popular thing is Dongfang Selection. Teacher Dong Yuhui is a person I admire more, because he is the kind of person that workers envy the most: with his personal efforts and the company's goals, he has created an irreplaceable value.
However, it was such a respectable person who was caught in the middle and became the "most hurt" one. I remember there is a metaphor in Ming Dynasty 1566: A person has to please both this end and the other end, and dare not offend both ends. The person who is coaxing is called a "daughter-in-law." Dong Yuhui is both the daughter-in-law of the purchasing user and the company's daughter-in-law. The balance is very difficult.
Through this matter, I will deeply analyze the reasons for the choice from three perspectives: social/management and personal, to help you see the essence through the phenomenon:
Social level: ordinary people hate not getting rewards after hard work
Management level , Disadvantages of the Oriental Selection Management Model
Personal level, personal value creation = bargaining chip
1. Social level: Ordinary people hate not being rewarded for their efforts
In the actual operation of this society, it is very common that efforts are not rewarded. things. But if you put it on a familiar, real and visible person, it will appear very "naked".
For example, Dongfang Xiaosun's attitude and arrogance during the "meeting" in the live broadcast room. He did not positively acknowledge the credit, but negatively "believed" that Dongfang Selection had given Dong Yuhui "enough" treatment.
This is naked flirtation.
Maybe many friends got to know Dongfang Selection through Dong Yuhui, rather than Dong Yuhui through Dongfang Selection, which has cultivated a certain user mentality: Dong Yuhui = Dongfang Selection.
Therefore, as a large platform with a annual GMV of 10 billion yuan, the treatment given to the head anchor obviously cannot cover his sweat, which is the fuse that detonated most netizens.
In the end, many people "frustrated" went to the Gaotu live broadcast room to stimulate the Oriental Selection. The results are obvious: as of now, Oriental Selection has lost more than 3 million fans and lost nearly 10 billion, while Gaotu has gained one million fans, and its stock price has increased as high as 72%.
There is a line in the Ming Dynasty that is worth savoring: There are some things that cannot be weighed by four ounces, even if they are weighed by a thousand catties. (Of course, what I am referring to here is only the weight of the injustice after it is exposed, not the injustice as it should be.)
From a social perspective, Dongfang Xiaosun has committed a social problem.
2. At the management level, the disadvantages of Dongfang Selection’s management model
Dongfang Selection is known as one of the most successful business cases in transformation.
Looking back on 2021, due to the education reform, teacher Yu Minhong was forced to transform and donated a large number of tables, chairs and benches to poor mountainous areas, thinking about the future of New Oriental and its team.
He found that the agricultural economy had not yet been fully awakened by the Internet. At that time, the live broadcast industry was very popular, and he could use live broadcast to empower agriculture. He launched: connecting producers and consumers, and continuing to provide high-quality agricultural products.
The first wave of traffic was brought by teacher Yu Minhong.
He rented out a large number of campuses and donated nearly 80,000 sets of desks and chairs, winning praise from many netizens. As a top KOL, Dongfang Selection has achieved a breakthrough from zero to hundreds of thousands of fans.
The second wave of traffic was brought by Dong Yuhui.
This former New Oriental teacher, known as the "Terracotta Warriors Anchor" and "Zhongguancun Jay Chou", pioneered "knowledge delivery" and was reported by many media, making Oriental Selection have more than 10 million fans in one week. In terms of public recognition, it is comparable to Li Jiaqi, Luo Yonghao and others.
If it had been in the honeymoon period, it might have always been fine. However, when Teacher Yu founded Dongfang Selection, he chose the management model of traditional education instead of an MCN organization suitable for live broadcast e-commerce.
The traditional management model is directly controlled by the CEO, who has the greatest say. People who threaten the company are not allowed to exist, including the person who has made the most profits. Otherwise, they will be eliminated or suppressed. The management model of
MCN organization is a service system. They work hard to incubate a superstar. A superstar will support a company, and everyone else will be a foil.
Let’s take a look at two incidents that occurred under the traditional management model:
The anonymous editor used the company’s official account to speak out in the media many times to vent his unfairness
Xiao Sun, the CEO of Oriental Selection, made a fool of himself in the live broadcast room to “meet” customers.
The trigger here is the "little composition" used by Teacher Dong during external shooting. The editor believes that he has his own credit here and should not all be attributed to Teacher Dong. This dissatisfaction and the editor's authority (use the official account The authority to speak out) just contributed to this incident. After speaking out for the first time, he was able to speak out again. This reflects improper management and unclear employment.
(There is a speculation here. The editor is most likely Xiao Sun. The reason is that the authority to speak out many times on this matter is too strange. Moreover, the "De-Dong Yuhui" was launched internally some time ago. He may be thinking about how to do it. I implemented this without realizing it, but ended up killing myself.)
From a management perspective, Dongfang Xiaosun committed two management problems: management model and unclear employment.
3. Personal level, personal value creation = bargaining chip
On December 16, Oriental Selection issued a "Personnel Appointment and Removal Notice", saying that the board of directors decided to announce the removal of Sun Dongxu from the position of Executive Director and CEO of Oriental Selection, effective immediately; Chairman Yu Minhong also serves as CEO.
Yesterday, many media outlets were speculating on how Teacher Yu should choose one of the two, and today the results finally came out.
Unsurprisingly, Dong Yuhui was chosen. Looking back, we can imagine that if Xiao Sun was chosen, the Oriental selection would be doomed and even affect New Oriental. Choosing Dong Yuhui could soothe the fans' emotions and even gain a lot of favor.
Back to the level of value created by these two people.
After getting to know Xiao Sun carefully, I found that his resume can be regarded as a major contributor to New Oriental. He joined New Oriental after graduating from university. He is a management member who grew up in the New Oriental system. He has followed Yu Minhong for 16 years. During the company's transformation process, he served as The CEO of the new company went into battle and took charge of the company's second development curve. Before Dong Yuhui was hatched, he had created tens of millions of achievements.
On the other hand, Dong Yuhui taught at New Oriental’s Xi’an campus after graduating from university. After several years of development, he became the youngest teaching supervisor. Due to the needs of the company, he transformed into a sales anchor. After digging into myself, I believe that my breakthrough point should be the combination of being a teacher and selling goods. Teaching knowledge has become the main theme of selling goods, thus making the company's performance rise from tens of millions to billions.
From a personal perspective, Dong Yuhui's bargaining chip is greater than Xiao Sun's.
It can be seen that in the eyes of businessmen, commercial value is the first priority, and emotions and other things need to be put later. (This is not to say that Teacher Yu is unfeeling. It is estimated that no one will make such a choice)
4. Final words
shared an article about the transformation of "Fan Deng Reading (now Fanshu)" this year. Teacher Fan Deng, as Fan Deng, The traffic authority of reading books has to be "weakened".
In comparison, Teacher Yu's "weak Dong Yuhui transformation" was really helpless, but he made the wrong choice. Xiao Sun's "knife" was too fast and cut his own hand.
Therefore, I can only choose to open Xiaosun. I advise Teacher Yu to be "steady" when doing it in the future. At the same time, please give Teacher Dong Yuhui some breathing time.
Looking further, companies of this type will face this matter in the future. Let’s learn from history, act on it and cherish it.
hopes to bring you some inspiration, come on.
title image from Unsplash, based on CC0 protocol
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