What is the value of Dong Yuhui’s “small essay” copywriting?

Recently, the "small essay" incident between Dongfang Zhenxuan and Dong Yuhui has caused heated discussions. This article starts from the development of the incident and analyzes the charm of Dong Yuhui's "small essay" copywriting that has caused such a stir. Let's take a look at the real secrets behind copywriting.

In 1399 AD, Zhu Yunwen, then chairman of the Ming Dynasty, began to reduce the power of the feudal lords at the suggestion of co-CEOs Qi Tai and Huang Zicheng.

Unexpectedly, Prince of Yan Zhu Di went against the tide and turned "reducing the power of the vassal states" into "clearing the court of corrupt officials". He captured the capital, executed Qi and Huang, and changed the country's name to Yongle. This is known in history as the "Battle of Jingnan".

In the business world, the same story of power reduction is happening every day, such as Kuaishou's battle against Simba, and Gree's battle against dealers. Especially in the field of live streaming, everyone is tacitly trying to "de-head" the products. The more successful one is the "Make Friends" live broadcast room, which has basically achieved the goal of "de-Luo Yonghao". The more unsuccessful one is Oriental Selection, just like the recent "Little Composition" incident.

In fact, since Dong Yuhui became popular last year, Oriental Selection has begun to vigorously cultivate a team of anchors to avoid the risk of over-reliance on Dong Yuhui personally bringing to the listed company. A number of popular anchors including Dun Dun and Shi Ming have emerged.

But judging from the fact that Dong Yuhui took a vacation at the beginning of the year, which caused the company's stock price to plummet, and the resumption of work caused the stock price to soar again, Oriental Selection has become completely dependent on Dong Yuhui.

So, CEO Dongfang Xiaosun had an idea. Since it cannot be replaced, he might as well abolish it directly. And then a farce began.

As we all know, Dong Yuhui initially became popular because of his talented "little essays". His fluent prose-style product promotion copy won the love of many fans.

In this case, let’s start by cracking down on the copywriting of “short essays”.

So we saw the famous scene of the editor tearing up his own top star under the video of Oriental Selection's Jilin trip. The editor jumped out to tell everyone that the regional theme essays that went viral on Oriental Selection were not written by Dong Yuhui, but by the team (implying: he is not as talented as you think), which aroused strong dissatisfaction among Dong Yuhui's fans.

The fierce backlash of public opinion obviously exceeded the expectations of the management. They had intended to precisely weaken the influence of the top brand, but unexpectedly it brought about a public relations crisis. Dongfang Xiaosun thought: I must not have cracked down hard enough.

Then something even more terrible happened. Dongfang Xiaosun personally came on stage to "hold a meeting" with the audience. He lifted the editor up high for his unreasonable behavior and then gently put him down, and he gently lifted Dong Yuhui up and threw him down hard. For example, he mentioned that Dong Yuhui refused to go on the air due to emotional reasons, and as a CEO, he "must understand Yuhui", and then he and other anchors took a lot of effort to "hold it up", and inadvertently revealed that Dong Yuhui's annual salary was "more than tens of millions"... It can be said that he hit the nail on the head, targeting Dong Yuhui's simple and kind personality besides his talent.

After throwing a series of punches, Dongfang Xiaosun was secretly delighted: Now you must not like Dong Yuhui anymore, right?

The good news is that Dongfang Xiaosun’s character as the “domineering president” has been established, the bad news is that it only lasted for a while.

From official media to the public, public opinion began to condemn Oriental Selection for crossing the river and demolishing its bridges. The company's stock price fell by 7 billion yuan in just a few days.

The number of fans of Oriental Selection has also dropped from over 30 million to over 20 million, while the number of fans of Dong Yuhui's personal Douyin account has soared to over 20 million.

Both the media and the public are expressing their attitude towards this matter in their own way.

Yu Minhong once wrote a book called "I Was on the Brink of Collapse" and he is probably writing the second part now, "I'm on the Brink of Collapse Again".

The New Year is coming soon, so why not kill a CEO to liven up the atmosphere, so Dongfang Xiaosun was removed from his position as CEO.

Facts have proved that if you hold a meeting with your parents who provide you with food and clothing, the market will make you shout "fall".

For a time, various platforms extended olive branches to Dong Yuhui. Luo Yonghao directly called on Dong Yuhui to set up an event to support his entrepreneurship. Netizens even thought of the name of the company, "Yonghui Supermarket". It turns out that when you go out, you give yourself an identity.

After a ridiculous period, the latest development is that Dong Yuhui has officially returned to the Oriental Selection live broadcast room, and his title in the live broadcast preview poster has also become "Senior Partner of Oriental Selection". According to Luo Yonghao, the salary is "sky-high".

The CEO has been fired, given a new status, and his salary has been increased. It seems that the farce is coming to an end, but whether things will have a happy ending remains to be seen.

Looking back at the cause of this incident - the "small composition" copywriting, copywriting has become a powerful tool for brands or personal IP to stand out in today's era. According to today's WeChat index, the real-time popularity of the word "copywriting" is 400 million, which is higher than the popularity of top stars such as Andy Lau, Xiao Zhan, Wang Yibo, Jay Chou, and Yi Yang Qianxi combined.

Nowadays, "copywriting" is not just an advertising concept, but the most popular cultural symbol on the entire Internet. It is synonymous with the emotional values ​​that people value most, such as fun, heartfelt, and touching, and there are huge traffic dividends behind it.

So when Dong Yuhui used culturally-charged copywriting such as "Three meals a day, four seasons, short pieces of paper, long feelings" to promote products in the live broadcast room last year, it became an instant hit and helped pull Oriental Selection out of the trough. The stock price more than doubled, allowing Oriental Xiaosun to successfully cash out 217 million yuan at the beginning of the year.

But why is it that when some people take it for granted that "success or failure is due to the copywriting" and want to attack Dong Yuhui by using the issue of copywriting ownership, it fails to work?

To clarify this issue, you might as well compare the copywriting that was improvised in the live broadcast room when Dong Yuhui went viral, and the copywriting of "Eastern Selection Jilin Trip" used to attack Dong Yuhui this time.

Dong Yuhui's live broadcast copywriting:

Everyone clicked into the live broadcast room in the early morning of June,

Looking at my face that looks like a terracotta warrior,

Feeling the impermanence of life and the injustice of fate,

But then you find that the same face shape as mine also comes with this 299 yuan steak pot,

You have to take the blame for this.

Daxinganling wild blueberry juice:

The first batch of samples for our own consumption arrived that day.

I finished a bottle, then sat in the rented house in Zhongguancun, feeling hot and noisy downstairs.

The traffic on the North Fourth Ring Road never stopped because of my sadness or excitement, and people downstairs often quarreled on the phone at night.

But at that moment, when I was sitting in the small room I rented in Zhongguancun, my soul had drifted far away.

Yes, in the far north, in the primeval forest of Daxinganling, under the dewy moonlight,

People danced, drank, and talked, and the bells on the reindeer's necks occasionally rang.

The shaman wore exquisite clothes and danced with great power.

The children there are free and healthy. If you want to take the photo in the lower right corner, go and take it yourself.

"Chinese History Hidden in the Map":

We are also trying hard to live, with loans, rent, pressure, loved ones, and fragile emotions.

Just about 10 days ago we were struggling, and that night 1,300 people chatted with me until dawn.

I said we are friends, right? Can we chat? Why can't you sleep?

At that moment, I suddenly realized that there were so many people who were tossing and turning at night just like me.

Are there any anxious kids who haven't been admitted to graduate school and haven't found a job yet?

There is hope that children who work hard in big cities can come back to visit their elderly parents.

A mother whose child wet the bed and woke up crying cleaned up everything and sat in the living room to drink a glass of water to calm down.

There were middle-aged people who drove back in the middle of the night and were still on the road late at night.

——All living beings.

The night before yesterday, after Teacher Song and I finished the show, we walked downstairs. There were a few people sleeping under the overpass. It had rained so heavily in the past few days. I really wanted to help them, but I was embarrassed to disturb them.

——That is the appearance of all living beings.

So what is "Chinese History Hidden in the Map"?

The castle will disappear in the long river,

Heroes grow old.

Beauty will fade with age,

Our story will eventually burn.

But ordinary people move me the most.

I find more of my spiritual strength not from those stories that sound grand to everyone, but from the real friends around me, who have all kinds of emotions and desires, but are as lovely as you and me.

I hope that in the sunshine of June, you and I can stand upright, be generous, love life, be generous, optimistic and confident.

It is right to have difficulties, because the moon has its phases, and people have their joys and sorrows, separations and reunions. Su Shi has told you all.

Let’s take a look at the popular copy of “Oriental Selection Jilin Trip”, which was a big hit with more than 100,000 likes, collections, and reposts on the video account.

The full text of Dong Yuhui's essay "Beautiful Jilin":

"In the land of divine enlightenment, the dragon veins reach the sky.

This is the finishing touch of 9.6 million square kilometers.

There are four seasons in one mountain, and the weather is different in every ten miles.

This is the highest point in the Northeast.

The White Mountains stand proudly in the sun , like a rooster raising its head high, its crow waking the whole world.

The moon reflected in Tianchi Lake is like a dragon staring at the Three Kingdoms.

Jilin is full of prosperity in all four seasons

But "winter" spoils it too much.

Give it the most beautiful makeup and hair.

When snowflakes bloom in the sky,

It was as if countless starlights were crushed.

A hundred miles of rime suddenly appeared on the branches,

It seems to be inlaid with the entire spring.

This black land is now dressed in its best attire,

Turned into a boundless ocean.

The mountains are rolling with white waves.

Floating down the Songhua River ,

There are thousands of silver threads along the way and white trees and silver flowers on both sides.

People rode their horses in the snow, recklessly and carefreely.

Until the sunset falls into the starry sky,

Ripples of stars in the long night,

Only then did I suddenly realize that fairy tales really do exist in this world.

Under the cold and majestic Changbai Mountain , where the water flows,

Thousands of trees are shrouded in mist, and looking up, you can see icy waterfalls hanging over the river.

Water is above the clouds, and clouds are above the wind.

Sometimes it turns into mist, sometimes it becomes a fairy.

Some people say it is the mirror of the Queen Mother of the West, protecting the peace of the area.

Some people firmly believe that it is the gem that Nuwa used to repair the sky and was lost in the mortal world.

It seems that only this

Only then can we explain the rare beauty of this planet.

Beside the misty Jingyuetan Lake ,

The breeze is blowing, the moon is shining,

It always looks towards the southeast of the motherland.

The deepest call to its sisters.

The magnificent Yalu River ,

The heroic and high-spirited singing still echoes in my ears,

Heart-wrenching.

They are the nurture of the Republic's hopes.

Firmly believe in the new era,

Protect the lights and happiness of thousands of families with all your passion.

From the Western Han Dynasty to the present, the city has a history of more than 2,200 years.

It is always neither slow nor hurried, neither fighting nor competing.

Since modern times, with countless firsts,

Quietly creating a golden business card for Made in China.

The roar of the Siberian tiger reflects the heroism of the people of Jilin.

The fish and birds jumping in the river show the temperament of Jilin people.

They are sober and brave, calm and proud.

They know that the mountains are high and the rivers are long, so they are afraid of being late.

The sky and the sea are vast, there is nothing you can't reach.

When the sky and the earth are dust-free, the mountains and rivers also have shadows.

Make wine with pine flowers, watch the bright moon in the stream,

Cook fish with spring water and listen to the breeze .

The answer is on the road, freedom is in the wind.

This time, let’s meet in the beautiful Jilin——

Go to Changbai Jinghong Banquet and see the beauty of Yaochi. "

In the comment section under this copy, people praised Dong Yuhui's top-notch copywriting, which was fascinating. Then the editor pinned the comment in the comment section of this Douyin video, saying that the copywriting was the credit of the team and Dong Yuhui only changed 5 words... A farce began.

If we simply look at the copywriting of this issue of Jilin trip, it is equally brilliant and popular. In terms of quality, it is even more refined and complete than the copywriting of Dong Yuhui's live broadcast room, but the feeling it gives people is different from that of Dong Yuhui's live broadcast copywriting. The difference is actually two words:

sincere.

The latter is an absolutely excellent piece of advertising copy, but the former is a person showing you his or her true heart.

Just like what Shitou said in his speech at this year’s Sky and Space Creative Festival:

Copywriting does require talent, but sincerity is the highest talent.

Because what touches people's hearts is never just one or two words, but the touch of one heart to another.

Great copywriting can make a brand popular, but only inner sincerity can make a brand stand out.

But nowadays there is a voice circulating in society: sincerity is fatal, but being too sincere is stupid.

This also reminds me of Dong Yuhui's interview with GQ Lab after he became famous. The editor asked the last question:

"What is your most desired wish at this moment?"

He replied:

"In fact, I still have the group chat that everyone is in. I can't help but think, if I stay here, be smarter, more diligent, and tougher, and work harder to make this place better and be able to support more people, will it be possible for me to see them again?"

Oriental Selection is indeed getting better now and can support more people, but Dong Yuhui himself was almost fired.

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping" (ID: kol100)