On December 14th, Science and Technology Innovation Board Daily reported (Reporter Zhang Yangyang) that Dongfang Zhenxuan and Dong Yuhui, who were driven by traffic, once again stood at the forefront of public opinion. However, this time, the two were forced to confront each other head-on.
The cause of the incident was that Dong Yuhui read a copy about Jilin in a recent warm-up video of Dongfang Zhenxuan's trip to Jilin. The editor of Dongfang Zhenxuan claimed that the copy of this "essay" was written by the team, and Dong Yuhui's fans were dissatisfied with the editor's "backstabbing" of Dong Yuhui for credit, which sparked a "verbal altercation" between Dong Yuhui's fans and Dongfang Zhenxuan.
Dong Yuhui was hit by a "backstab" and Dongfang Zhenxuan was besieged, which is not the first time. Previously, Dongfang Zhenxuan removed the "Yuhui Li Tui" label from its book number, and the image of Dong Yuhui on the packaging of its self operated brand steak was also erased, which has sparked strong dissatisfaction among Dong Yuhui's fans.
The industry sees this as Dongfang Zhenxuan downplaying Dong Yuhui's personal IP, and Dongfang Zhenxuan has not responded to this.
It is undeniable that for live streaming institutions, the super big anchors "succeed but fail", and Dongfang Zhenxuan, standing at the forefront of the storm, is also trying to reduce the dependence of top anchors and incubate more anchors.
Dai Bang Dongfang Zhenxuan Stock Price
The "verbal abuse" caused by this essay incident lasted for two days, ultimately attracting the executives of Dongfang Zhenxuan to personally respond.
On the evening of December 12th, Sun Dongxu, CEO of Dongfang Zhenxuan, officially responded to this matter during a live broadcast, which lasted about 10 minutes and mainly focused on the following points:
The essay was co created by Dong Yuhui and his team; Criticize the editor's team for having emotional work and inappropriate communication methods; Dong Yuhui's emotions were affected, so on the 10th, he temporarily decided not to conduct a live broadcast; The company recognizes the contribution of Dong Yuhui, and there is no debt in treatment. His annual salary is not only tens of millions of yuan as rumored online; Apologize to the company's customers, but firmly say no to fan behavior, hoping that some fans will remain calm.
However, the response from Sun Dongxu and Dong Yuhui indicates that this incident has not subsided and there is even a trend of escalating violence. Under multiple videos of Yu Minhong and Dongfang's selection account, many netizens complained about Dong Yuhui's grievances, and the event also made a hot search on today's microblog and Tiktok.
Since New Oriental's transformation into live streaming sales, Dong Yuhui has gained a strong reputation through his personal talent and even become the "pillar anchor" selected by Oriental. Dongfang Zhenxuan's ability to turn the tide is largely due to the influence of Dong Yuhui. New Oriental Chairman Yu Minhong has also repeatedly acknowledged Dong Yuhui's contributions to the company in public.
However, as Dong Yuhui's popularity continues to grow, Dongfang Zhenxuan has also become increasingly passive due to its strong binding with the former. Previously, rumors of Dong Yuhui's resignation and disputes over salary and benefits have affected the live broadcast performance and stock price of Dongfang Zhenxuan.
The intensification of conflicts caused by this "essay writing" incident has once again impacted the fans of Dongfang Zhenxuan's account and the company's stock price.
On December 9th, Dongfang Zhenxuan had 31.159 million fans. As of the time of publication, the number of followers is 31.053 million, with over 100000 followers lost within two days.
As of the close on the 13th, Oriental Selection fell 12.96% to close at HKD 27.2 per share, marking the largest daily decline in nearly a month.
When live streaming e-commerce is undergoing "de headedness"
In the eyes of industry insiders, this "essay writing" controversy has exposed the formal intensification of the long-standing conflict between Dong Yuhui's fans and Dongfang Zhenxuan. The trend of Dong Yuhui's fan fandom has brought potential crises to Dongfang Zhenxuan, and the irreplicability of its success has weakened the team's effectiveness.
On the other hand, just like Luo Yonghao is about making friends, Li Jiaqi is about being beautiful, and super anchors, as the sword of Damocles hanging over live streaming institutions, "de headedness" is becoming a consensus in the current live streaming e-commerce industry. In particular, the leading anchors such as Weiya and snow pear withdrew one after another due to tax issues, and their institutions weakened, which strengthened the industry consensus.
Zhuang Shuai, founder of Bailian Consulting, analyzed to a reporter from the Science and Technology Innovation Board Daily News that super anchors still have their value in existence. However, as they age and lack energy, the duration of live broadcasts will inevitably decrease, and the "time value" will inevitably depreciate.
Zhuang Shuai believes that MCN companies, which rely on super anchors, have multiple feasible ways to maintain sustained revenue growth, including continuously cultivating younger anchors to become super anchors; Layout traditional sales forms; Brand super anchors, launch their own brands, and provide merchant self broadcasting and data services for other brand merchants.
Dongfang Zhenxuan has also realized this issue and is incubating more traffic anchors this year. In addition to Dong Yuhui, Dongfang Zhenxuan's anchor lineup also includes Dundun, Mingming, Yoyo, and others. Although the popularity of the latter three is still inferior to Dong Yuhui.
Interestingly, on the day of Dong Yuhui's essay incident, 600000 people flooded into the live broadcast room of Dongfang Zhenxuan's competition against Gaotu Jiapin, with over 10000 people online simultaneously. The estimated sales volume of the live broadcast room was 250000 to 500000, which was more than 10 times that of before.
On the same day, Gao Tu founder Chen Xiangdong appeared in the live broadcast room and expressed to netizens that he hoped Gao Tu Jiapin would poach Dong Yuhui. Chen Xiangdong responded, "Dong Yuhui is not for digging, he is for love.". In addition, Chen Xiangdong also expressed that Gaotu cherishes every talent.