The whole story of the Oriental Selection Essay Incident! And the top ten problems are dismantled

This article reviews the "Essay" incident of Dongfang Zhenxuan and answers the questions that netizens are currently discussing about the protagonists of the incident, Dongfang Zhenxuan and Dong Yuhui. Recommended for friends who are interested in the Dongfang Zhenxuan incident~

In recent days, although many parties have responded, the "small composition" storm of Oriental Selection has not subsided. At the same time, many netizens are confused when they eat melons. They only know that there seems to be some unpleasantness between Oriental Selection and Dong Yuhui, but they are not clear about the specific circumstances of the matter. Today, Sanyan will sort out the ins and outs of the "small composition" storm for everyone, and discuss several related issues between Oriental Selection and Dong Yuhui.

1. Review of the “Small Composition” Incident

1. December 5

Dongfang Zhenxuan released a video to warm up for the "Jilin Trip" on August 8-10. The video content is Dong Yuhui reading a copy about Jilin.

2. December 6

The editor of Oriental Selection posted in the comment area: "Some netizens are curious about who wrote the copy. We are a team! Every time a short essay is produced, the anchor is in front of the camera, and behind the camera are the copywriting team, the shooting team, and the editing team. It is through collaboration that we have a special short essay. Thank you for liking our work. We will continue to work hard!"

A netizen asked the editor that a tour guide in Shanxi asked about the essays on the spot, and Yu Minhong said that it was written by Dong Yuhui. He was very jealous and couldn't compare. "Are you lying, or is Yu Minhong lying? You are slapping your boss in the face!"

The editor of Dongfang Zhenxuan responded, "I'm sorry for discrediting the boss. Mr. Yu is out all day and really doesn't know the details of the business. But when it comes to literary talent, it's really hard to evaluate Mr. Yu."

The editor also added: "The anchors sometimes write, such as Yuhui writing about Inner Mongolia and Dun Dun writing about Hebei. But the anchors are usually too busy. It takes a lot of materials to write a copy for a province, which takes at least a week and at most a month. So most of them are indeed written by the copywriting team."

The "short essay" controversy officially began to ferment.

3. December 7

Another anchor of Oriental Selection, Panpan, said in a post that she thought Dong Yuhui was focusing on what he loved, and felt wronged for being dragged into the storm for no reason. She didn't know about other things, but she firmly believed that the company had no reason to deliberately hurt any of its partners.

4. During the "Jilin Trip"

Sun Dongxu responds to the "Small Composition" controversy for the first time

Oriental Selection CEO Sun Dongxu responded to the "small essay" incident during a live broadcast.

First of all, Sun Dongxu affirmed Dong Yuhui's ability and contribution, saying that Dong Yuhui's short essays have developed into a golden signboard of Oriental Selection today.

As for the short essays, Sun Dongxu said that the first type is written by the host himself; the second type is co-created by the host and the creative team, and finally implemented by the creative team; the third type is that the creative team continuously outputs high-energy essays, and finally gives them to the partners in front of the stage, who present them to everyone.

Sun Dongxu said that some of the comments online were a bit extreme, insisting that the short essays, or even the short essays of the entire company, were written by Dong Yuhui alone, denying the efforts and contributions of other anchors and the behind-the-scenes team. In his opinion, this extreme view is a form of flattery and slander, which has caused great trouble to his team.

Dong Yuhui said the editor gave a "nonsense reply"

Dong Yuhui himself mentioned this during a live broadcast, saying that the editor who claimed to be very knowledgeable about the business made a nonsense reply in the comment section, which made many friends feel uncomfortable. Later, he complained to Yu Minhong, who asked him to communicate with Sun Dongxu frankly.

The editor continues to be tough

Not wanting to be outdone, the editor of Oriental Selection posted a message in the video comment section, emphasizing that he did not make a "nonsense reply" and gave some examples of who wrote the copy.

5. December 11

Dong Yuhui's fans flooded Gaotu's live broadcast room

Gaotu Jiapin's live broadcast room was flooded with comments from Dong Yuhui's fans, asking if they could poach Dong Yuhui. The sales volume of Gaotu Jiapin's live broadcast room was expected to be 250,000 to 500,000 yuan that day, more than 10 times the previous amount.

6. December 12

Yu Minhong's first response

New Oriental founder Yu Minhong responded to this incident on the show, saying that there is no problem for netizens to express their opinions, but he hopes that everyone can express their opinions in a rational manner and attitude.

Sun Dongxu officially responded

On the evening of the 12th, Sun Dongxu used 10 minutes to officially respond to the "small composition" incident live. He first criticized the editor team and said that Dong Yuhui was emotionally affected, so he temporarily decided to take a leave and stop broadcasting on the 10th. In addition, he said that the company recognized Dong Yuhui's contribution and his annual salary was more than 10 million. Finally, he apologized to the customer, but resolutely said no to the fan circle behavior, and hoped that some fans would remain calm.

However, when responding to this matter, Sun Dongxu said, "Let's have a meeting," and when he put the mobile phone on the table, he let go of it before the phone touched the table.

This has sparked controversy over the CEO of Oriental Selection "holding a meeting with fans" and "throwing his phone".

Gaotu founder says Dong Yuhui is not for poaching, but for love

On the evening of the 12th, Gaotu founder Chen Xiangdong appeared in the live broadcast room. In response to the online post that hoped Gaotu Jiapin would poach Dong Yuhui, Chen Xiangdong responded: Dong Yuhui is not for poaching, but for love.

7. December 13

Dong Yuhui responded

At 1:30 a.m. on December 13, Dong Yuhui responded to the "short essay" controversy with a thousand-word essay.

He said that some of the "short essays" for the provincial special sessions organized by Oriental Selection were written directly by himself, such as the sessions in Xi'an and Inner Mongolia; some were ideas and suggestions that he provided to the editor, who recorded them and created them, and later discussed and revised them by both parties to form the final version; some were written by the editor according to his own ideas, and if he felt satisfied, he would not change them or make few changes.

Dong Yuhui said that the editor's ideas for the "small composition" in Jilin were different from his original ideas, but they were very good, so there were basically no changes. Dong Yuhui said that he would take the copywriting he recorded seriously.

Dong Yuhui also emphasized that he opposes fan circle culture and opposes stigmatizing anyone in the name of "fan circle."

Dong Yuhui changed his signature and his IP address showed Shaanxi

On December 13, Sanyan Technology discovered that the signature on Dong Yuhui’s Douyin homepage was changed from "Used to be a teacher, now a salesperson" to "Don’t be willful, don’t be certain, don’t be stubborn, don’t be me."

In addition, Dong Yuhui's IP address shows that he is currently in Shaanxi Province. It is worth noting that Dong Yuhui is from Shaanxi. In the early morning of today, "Shaanxi Culture and Tourism" released a video of Dong Yuhui singing and said, "If you are really unhappy outside, come back."

However, Sanyan noticed that this Douyin account named "Shaanxi Culture and Tourism" is not an official account of the Shaanxi Culture and Tourism Bureau, but a self-media account operated by an MCN.

8. December 14

Eastern Selection Response

According to Southern Metropolis Daily, Oriental Selection said that Dong Yuhui is still working for Oriental Selection, but it is unlikely to be broadcast in the near future.

Yu Minhong responded again

At noon on the 14th, Yu Minhong issued a statement on the short essay incident, saying that it was originally a minor internal matter, but improper handling turned it into a surging online public opinion.

First of all, the editor posted his own opinions on the account of Dongfang Selection, repeatedly, which seriously lacked professionalism and also showed that there were big loopholes in the company's management. Dongfang Xiaosun mentioned Dong Yuhui's salary in his explanation, which was also inappropriate. As the chairman, he had leadership responsibilities and apologized to Dong Yuhui. Xiaosun was young and energetic in doing things, but not smooth enough. Dong Yuhui and Xiaosun explained the specific situation of the essay.

Internal chat records of Oriental Selection exposed A self-media obtained an internal chat record of Oriental Selection, which shows that Yu Minhong is currently facing a situation of choosing between CEO Sun Dongxu and anchor Dong Yuhui. All parties responded to the "choose one" situation. According to reports from multiple media, Dong Yuhui responded that it was inconvenient to respond to the "choose one" issue; Oriental Selection responded that it was not aware of it; Yu Minhong responded, "It's okay, it's not that serious."

Sanyan Technology discovered that in the live broadcast preview for December 15-17 released by Oriental Selection today, Dong Yuhui was not listed as a scheduled anchor.

Sun Dongxu apologizes

Tonight, Sun Dongxu released a video to apologize to netizens

Sun Dongxu said that when he explained the Dongfang selection problem in a live broadcast a few days ago, his demeanor, tone, and expression were a bit aggressive, and the action of putting his phone on the table seemed to be dropping it, which was very unmannerly and ungenerous. And the behavior of mentioning Dong Yuhui's salary was "unprofessional".

In addition, Sun Dongxu also stated that what he meant by "rejecting fan culture" did not mean that the fans of Oriental Selection were a fan club, but that he truly did not want a minority of people to lead the trend irrationally.

2. The impact of the "Small Composition" incident on Oriental Selection: the popularity of the live broadcast room dropped sharply, hundreds of thousands of fans were lost, and the stock price plunged

According to the third-party data platform Daduoduo, the total number of viewers in the Oriental Selection live broadcast room was 16.919 million on the 9th, which dropped to 12.108 million on the 10th, and further dropped to 8.249 million on the 11th, and continued to drop to 7.941 million on the 12th.

In recent days, the number of fans of Oriental Selection reached its peak on December 9, reaching 31.159 million, and then began to decline.

As of now, the number of fans of Oriental Selection is 30.822 million, and the number of fans lost exceeds 330,000.

In terms of stock price, Oriental Selection’s stock price began to plunge on December 8.

As of today's closing, it was reported at HK$27.8 per share, with a daily increase of 2.21%.

Although the share price of Oriental Selection rebounded slightly today, it was still down nearly 19% from its high of HK$34.3 on the 8th.

3. Discussing Several Issues

1. What is copywriting? How many types are there?

The fuse of the "short essay" controversy was who wrote the copy.

After several days of fermentation and responses from multiple parties, it was also confirmed that the copy was indeed not written by Dong Yuhui alone.

However, there are still many netizens who cannot distinguish that the copywriting of Oriental Selection includes the copywriting used when selling goods in the live broadcast room and the copywriting used in the videos when promoting cultural and travel activities in various places.

When Oriental Selection first became popular, Dong Yuhui once talked about in an interview whether there was someone specifically writing the copy for the short essays that he improvised during the live broadcast.

Dong Yuhui responded: No. Dong Yuhui said: "Such a simple copywriting does not need to be prepared in advance. The kind of things that each teacher can say in front of the camera depends on the books you have read in these years."

2. Did New Oriental not give Dong Yuhui a ticket to its annual meeting? Did they look down on him?

Not long ago, New Oriental held its 30th anniversary meeting, but it was reported that "Dong Yuhui did not have a ticket", which caused heated discussion at the time.

Previously, Dong Yuhui mentioned this during a live broadcast when he clarified that he was not an executive, saying that he was actually an actor and that there were no seats for performers, so he could not get in. Later, when Yu Minhong found out that Dong Yuhui was not there because he did not have a ticket, he promptly arranged a seat for him to get in. Afterwards, he also went on stage to sing with other executives.

However, as an actor, it is impossible not to enter the venue, otherwise I would not be able to perform.

Based on Dong Yuhui’s description, he probably does not have a “seat ticket” in the audience seats.

In addition, he said that he was not an executive and then said that he could not get in. After Yu Minhong found out, he promptly coordinated to let him in. Therefore, he might have sat in the executive seat area with Yu Minhong after he entered.

From this point of view, Yu Minhong arranged a seat for Dong Yuhui as a performer and asked him to sing on stage with the executives. It was not a matter of contempt, but a procedural consideration caused by the anniversary celebration convention that has been continued for many years, the relationship between New Oriental and Oriental Selection, and the relationship between New Oriental and Dong Yuhui. This is New Oriental's anniversary celebration. Dong Yuhui is just a former teacher of New Oriental, not a senior executive of New Oriental. The administrative staff may have considered the convention that only senior executives can sit in the seats, and considering that the actors have a special lounge, so they did not arrange a seat for Dong Yuhui. But the relationship between a person who has made outstanding contributions and the company and the rank in the company must be urgently resolved.

3. Sun Dongxu smashed his phone? He was holding a meeting with fans?

Because of some of Sun Dongxu's language and the action of putting down his phone during the live broadcast on the evening of the 12th, the controversy over the CEO of Oriental Selection "holding a meeting with fans" and "throwing a phone" was triggered again.

Many netizens believe that Sun Dongxu’s behavior was inappropriate.

Regarding the "meeting" with fans, the comments were almost one-sided, and most people believed that Sun Dongxu's statement was inappropriate.

As for "throwing the phone", opinions vary. Some netizens think that he did throw it, while many others think that it was not a phone throw and that some people over-interpreted it.

As for whether he really fell, you can watch the original video and judge for yourself.

The essence of the controversy over the meeting is that it was not actually a meeting for fans, but a meeting for the team and Dong Yuhui. Why can't a CEO throw his phone or lose his temper? It's normal in a normal company. The reason why the audience is unhappy is that the CEO is the anchor, and he frequently appears, and creates a down-to-earth "Xiao Sun" persona, and the majesty of the CEO is gone. It is recommended that Xiao Sun try to reduce the frequency of appearances, and when some major projects or important problems need to be solved, he should appear to play an indispensable role and a role in solving important problems, establish a sense of majesty and a sense of boundaries with employee anchors, so that in the eyes of fans, there will be less of an impression that "he contributes less than Yuhui." This is the twist of management being an anchor.

4. Dong Yuhui’s annual salary is more than 10 million?

In a recent live broadcast, Sun Dongxu said that some people had previously inferred that Dong Yuhui's income was tens of millions based on the company's financial report, but in fact "that was only a part of Dong Yuhui's income."

However, according to Shenzhen Net, a senior executive of New Oriental revealed that Dong Yuhui's income consists of annual salary plus options. The actual annual salary is about several million after tax, but the options have not yet been issued. It is expected that the first batch of options will be released in April next year.

Of course, according to the provisions of the option contracts of most companies, once Dong Yuhui leaves early before April next year, all his options will be reduced to zero.

5. Dong Yuhui and Sun Dongxu turned against each other?

Dong Yuhui has said more than once that Sun Dongxu is his mentor.

When Oriental Selection first became popular, Dong Yuhui once said that Sun Dongxu was his mentor.

Dong Yuhui said that when he first started to transition into live streaming, he once wanted to give up. He had already talked to the human resources department and was ready to resign, so he went to find Sun Dongxu and wanted to say goodbye in a decent manner. It was Sun Dongxu who persuaded him to stay.

Later, Dong Yuhui once again called Sun Dongxu his mentor in a live broadcast. At that time, when they were in Xi'an School, Sun Dongxu was the principal and he was a teacher. The two of them appreciated each other.

So are they at odds now?

A few days ago, when Dong Yuhui said in a live broadcast that the editor gave a "nonsense reply", he said that he later complained to Yu Minhong, and Yu Minhong asked him to communicate frankly with Sun Dongxu.

Dong Yuhui said: "We had a very intense conversation that night, so intense that we probably drank several pots of Sanlouzi (bulk liquor) in the end."

From Dong Yuhui's words, we can see that they at least have some disagreements. Another point is that almost every time there is something, Dong Yuhui goes to Yu Minhong to "complain", which shows that in terms of management, Xiao Sun cannot control Xiao Dong, and who is right and who is wrong is still up to Old Yu to decide. And Xiao Dong has the privilege of "complaining" to Xiao Sun's immediate superior. But Xiao Sun still wants to control Xiao Dong and assert his management power, otherwise he would not have "held a meeting" to criticize Xiao Dong. Originally, Xiao Sun was the principal and leader in Xiao Dong's eyes, but now he is the big brother and a buddy who drinks together. This is the twist between the three people.

6. Who does Yu Minhong favor in his statement?

Judging from Yu Minhong’s response video today, the amount of “hui” in it is not high.

In his response, when Yu Minhong mentioned Sun Dongxu, although he pointed out Sun Dongxu's mistakes, he tried to smooth things over by saying that he was "young and energetic, but not mellow enough."

But as for Dong Yuhui, apart from apologizing to Dong Yuhui, he only mentioned Dong Yuhui's name when narrating the matter, and did not express his views on Dong Yuhui too much. However, he mentioned that he would try to treat every employee fairly, which included several views: criticizing the editor for lack of professionalism, but did not mention firing him. Fair treatment means appeasing fans, saying that he did not want to suppress Xiao Dong, but did not make any adjustments to Xiao Sun, and still recognized Xiao Sun's management status. Xiao Dong is currently resting in his hometown, and the apology has been made. The next step depends on what Xiao Dong wants to do, whether to continue broadcasting or not.

7. Will Dong Yuhui come back?

Judging from the current trend of the situation getting worse and worse, if it continues to ferment, there is a real possibility that Dong Yuhui will not come back.

In addition, there is a view in the industry that Oriental Selection is downplaying Dong Yuhui's personal IP.

If the above view is a wrong guess, then if netizens stop leading the trend and public opinion subsides, Dong Yuhui may still come back.

After all, the cause of this incident was not a big deal, it was the fans who kept stirring up public opinion.

But if it is true that Oriental Selection is downplaying Dong Yuhui's personal IP, then it is hard to say.

However, Dong Yuhui had previously mentioned in a live broadcast that the company should be "de-Dong Yuhuiized". Dong Yuhui said that with the fans' unwavering love, they would not and dare not do so.

8. If you had to choose between the two, would you choose Dong Yuhui or Dongfang Xiaosun?

There is no doubt that Dong Yuhui has made great contributions to the popularity of Oriental Selection. Moreover, a large number of fans of Oriental Selection are attracted by Dong Yuhui.

If Oriental Selection is compared to a restaurant, Sun Dongxu's role is the shopkeeper, and Dong Yuhui is the chef.

Changing a restaurant's owner may not affect the patronage of gourmet customers, but changing the chef is hard to say.

Although there are still many popular anchors under Oriental Selection who are deeply loved by fans, there is always a certain gap between them and Dong Yuhui.

In the short term, it will be difficult for Oriental Selection to have a second "Dong Yuhui", and it should not be difficult to find another CEO.

From this point of view, Dong Yuhui seems to be more important than Dongfang Xiaosun.

9. What will happen if Dong Yuhui leaves?

If Dong Yuhui leaves and starts a new business or joins another live broadcast room, a large number of fans will inevitably avoid Dong. Judging from the situation in recent days, the stock price, popularity of the live broadcast room, and the number of fans of Dongfang Zhenxuan may have another big shock.

Of course , it is not ruled out that if Dong Yuhui sets up his own company, Yu Minhong will participate in the investment. And Dong Yuhui must have a controlling stake, at least 60%.

Sanyan Pro observed that Dongfang Zhenxuan seems to be testing the effect of "removing Dong Yuhui". The live broadcast room tonight reached more than 100,000 views. So all the results depend on Dong Yuhui's attitude, whether he wants to stay or come back. It doesn't matter if he wants to leave, he can still reach 100,000 without you.

10. Where is Oriental Selection headed next?

Judging from the impact of the "Little Composition" incident in recent days on Oriental Selection, giving up Dong Yuhui may not be a wise choice.

It seems that Sun Dongxu will not be fired because of this incident, but it is not realistic to let Dong Yuhui return in the short term and let everyone live in peace. Regardless of whether Dong Yuhui is willing or not, his fans are not buying it.

It seems that letting Dong Yuhui come back and transferring Sun Dongxu to another position is a solution, but it may not satisfy Dong Yuhui's fans.

In short, Oriental Selection faces two problems: the rank issue of star anchors and the management issue of star anchors.

Sanyan Pro believes that the traditional company's hierarchical management is no longer suitable for today's star anchors. The anchors have made great contributions and have a big halo, but their rank is that of ordinary employees, so there will be a twisted situation of "Xiao Sun manages Xiao Dong, and Xiao Dong looks for Lao Yu".

Secondly, how to manage celebrity anchors and keep them. First of all, they should not be treated unfairly. Secondly, there are two ways to solve the problem of long-term binding: manage them according to the artist method, each with a studio and an agent, so that the artist can enjoy the most halo and benefits, and have a cooperative relationship with Oriental Selection, break away from the job level system of New Oriental and Oriental Selection, and re-establish a distribution mechanism so that the artist can accept commercial performances; the artist starts his own business, and Oriental Selection or New Oriental provides funding and supply chain support, but the artist holds the controlling rights.

The above is just a starting point, and your insights are welcome.

Author: Sanyan Pro Source: WeChat public account "Sanyan Pro (ID: sycaijing)"