Dong Yuhui, there are four paths to choose from

Recently, a dispute between the editor of Dongfang Zhenxuan and Dong Yuhui's fans over the ownership of the writing rights of a short essay escalated. This once again highlighted Dong Yuhui's influence as a platform IP, and also highlighted the company's differences in views on managing the issue of celebrity traffic and star-making. This article sorts out this incident and summarizes several future development directions.

In the past few days, Oriental Selection and Dong Yuhui have been on the hot list several times in a row.

On the one hand, Dong Yuhui stopped broadcasting, wrote an apology, changed his signature, and went home.

On the one hand, Oriental Selection lost more than 100,000 followers in a week, a drop of more than 12%, and its market value evaporated by HK$4 billion.

1. The controversy over a short essay worth HK$4 billion

Many people are not very clear about the whole story of this incident. They only know that Dong Yuhui frequently appeared on hot searches and his fans were very angry.

Let me briefly summarize what happened here:

Dong Yuhui has always been known for his outstanding talent, especially during every provincial tour to promote products, Dong Yuhui’s essays have been widely praised by everyone.

1. Oriental Selection started its trip to Jilin. The editor himself told users in the comment area that the short essay that became popular on the entire Internet was the credit of the copywriting team, not Dong Yuhui alone, and pinned the message.
2. The editor's action aroused dissatisfaction from Dong Yuhui and his fans, so Dong Yuhui said during the live broadcast that the editor was not clear and gave a nonsense reply.
3. The editor team felt that Dong Yuhui and his fans’ behavior made them feel very aggrieved, so they left a message to the customer again and pinned the comment section.
4. Because of the uncertainty of who wrote this short essay, Dong Yuhui's scheduled live broadcast in Jilin was also suspended. Fans thought that Dong Yuhui was bullied and hidden again, which made Dong Yuhui's fans even angrier.
5. Afterwards, the CEO of Oriental Selection responded to the fans in a serious manner in the live broadcast room, criticizing the editor, Dong Yuhui, and even the users (Dong Yuhui's fans), saying that this was fan culture.

The issue of the ownership of several short essays caused conflicts among the Oriental Selection anchors, executives, editors, and fans.

Oriental Selection lost hundreds of thousands of people and its market value directly lost billions.

2. Ignoring the power of Dong Yuhui’s IP

Why did this incident lead to such consequences?

The key point is that the Oriental Selection team still treats Dong Yuhui as an employee rather than a star IP.

They completely ignored the power of the tens of millions of fans behind Dong Yuhui's IP.

1. Poor communication and lack of management

First of all, on such a large platform, the editor has to explain who wrote the essay and pin it to the top.

There was no internal communication, including Dong Yuhui deliberately avoiding the issue during the live broadcast, saying that the editor had replied nonsense and hoping that fans would ignore it and calm the matter down.

However, it is unexpected that a small editor can privately reply to fans and pin emotional messages multiple times on a main account with 30 million followers. This is an immature practice and lack of management.

2. Not replying to fans in a timely manner

The short essay controversy started on the 6th and has lasted for about a week until now.

Whether it is the editor team, or Dong Yuhui, Dongfang Xiaosun, Yu Minhong and others, they are all indifferent to the development of the situation and allow fans to vent their emotions.

In fact, there is a gentler and more timely way to reply to fans, which can not only affirm the editor team, but also protect Dong Yuhui's perfect image in the hearts of fans.

But it is precisely the editor and Oriental Selection that are ignoring the fans and are trying to go against the fans' inner emotions.

3. Ignoring the emotional value of fans

Another very important reason is that the entire team ignored the emotional value of fans.

The team tries to educate fans with facts and right and wrong, but in most cases, fans are more concerned about whether their emotional values ​​are met.

The fans are definitely not stupid. Dong Yuhui can’t possibly write all the content, and he doesn’t have the time.

What fans care about is that Dong Yuhui’s contribution was not recognized and that their idol was not protected during the scandal.

Oriental Selection thinks that this matter is a trivial matter, and believes that Dong Yuhui and the editor's team are of equal value, which leads to extreme dissatisfaction among fans.

3. Dong Yuhui has four options

This short essay incident has created some rift between Dongfang Zhenxuan, Dong Yuhui, the team, executives and fans. In addition, this kind of incident has happened to Dong Yuhui more than once.

For example, Oriental Selection had a live broadcast of Dong Yuhui, Dong Yuhui did not have a ticket for the annual meeting, and Dong Yuhui was not even on the executive team, etc.

The drama IP shows that Dong Yuhui is already in Shaanxi, so next, Dong Yuhui has four paths to choose from.

1. Hold it in and be an honest employee

From this incident, we can still see that Oriental Selection does not advocate the so-called IPization or celebrityization of its employees.

They hope that everyone will pay more attention to Oriental Selection itself, so even though Dong Yuhui is very important, he is still the same as the editor's team.

We must accept criticism and reflect on ourselves, so Dong Yuhui wrote an apology response on his own account.

Just stay here honestly, follow the company's arrangements, and get good treatment.

2. Comprehensively improve Dong Yuhui's position in the company

Oriental Selection realized the dual impact of losing fans and market value, and comprehensively improved Dong Yuhui's position in the company.

First, publish a public announcement about Dong Yuhui’s promotion to senior executive. No matter what the title of the executive is, Dong Yuhui’s fans must know about it.

Secondly, live broadcasts will be started around Dong Yuhui’s account. Dong Yuhui’s own account will start regular broadcasts in the future, and he will occasionally make guest appearances in the live broadcast rooms of Oriental Selection and Yu Minhong.

Just like the live broadcasts of Three Sheep and Crazy Little Yang Ge are separate, Dong Yuhui plans his own live broadcasts and even enjoys a share of the transactions in his own live broadcast room.

Even more extreme, a company can be established around Dong Yuhui's IP account, and other products and teams will serve Dong Yuhui, and will be at the same level as Dongfang Zhenxuan and its affiliated live broadcast rooms.

3. Dong Yuhui quit his job to start his own business

There was an obvious rift between the two sides. The company's top management felt that Dong Yuhui had only been there for one or two years and was not on par with them, and that his influence, status and income even exceeded theirs, so they chose to leave out of mutual respect.

Then with Dong Yuhui's personal influence, he will become a hot search for a while and gain a wave of fans.

At the same time, with the existing momentum, there are opportunities whether it is to get support from the platform or financial support from external teams.

Of course, if Dong Yuhui starts his own business, the biggest challenges will be resources, capital, a reliable team and supply chain.

After all, behind Oriental Selection are New Oriental and Yu Minhong, and they are the result of thirty years of accumulated resources and funds.

4. Dong Yuhui joins other live broadcast teams

This short essay controversy brought a huge amount of wealth to Gaotu’s live broadcast room.

The live broadcast room that originally had a few thousand people has now become tens of thousands.

Gaotu’s CEO was also asked in the live broadcast room whether he wanted to poach Dong Yuhui.

Within the entire Douyin system, no matter it is Sanzhiyang, Yaowang, Make Friends, Gaotu, 51Media, etc., there will be no problem in taking over Dong Yuhui.

So next, it depends on how Dong Yuhui and the Oriental Selection team handle it.

For Oriental Selection, there is only one option, which is to strengthen and enhance Dong Yuhui's influence, otherwise the storm cannot be calmed down.

It depends on whether there is such a structure within the team.

However, once a gap is created and the executive team feels that the company is being controlled by fans, they will still become shaken.

Therefore, it remains to be seen whether Dong Yuhui will still be in the Oriental Selection next year or the year after.

But here I would like to give Dong Yuhui a suggestion, that is, no matter what the outcome is, it is most realistic to save more money and accumulate more resources while taking advantage of the existing treatment and platform.

Next, when will Dong Yuhui return and how will Oriental Selection deal with it? Let’s take a look at their response.

Author: Village Chief

WeChat public account: Shili Village (ID: shilipxl)