The Oriental selection anchor expressed disappointment, and the number of fans plummeted by 300,000

CBN

2024-06-28 11:42CBN official account

On June 28, "Dongfang Selection Anchor Live Room Publicly Expressed Dissatisfaction" rushed to the hot search on Weibo. The incident arose recently, as the Oriental Selection (1797. HK) one of the top anchors, Dunton, publicly expressed his disappointment with the company in the live broadcast room.

Dunton said in a live broadcast that he has been annoyed by some of the company's practices recently, such as the new account does not discuss and communicate with the anchor at all, and he only learned two days ago that once the company and the anchor have negative public opinion, the company's public relations department will not act. "To be honest, I used to think the company was very good for a long time, but recently I have been a little disappointed in the company." Donton said that his expression like this was mainly due to the backlog of negative emotions, and it was over when he said it.

Throughout June, Dongfang Selection continued to cause controversy and stock price volatility due to the remarks of insiders. During the "618" promotion, in the live broadcast room of Oriental Selection Beautiful Life, Dunton said when promoting the product, "We only sell goods now, you are here, this good product is really suitable, buy a single and then go." The anchor Yoyo also shouted the words "link on 321". On May 31, Yu Minhong said in a live broadcast: "Dongfang Selection is doing a mess now. On June 3, the topic rushed to the hot search on Weibo, and triggered hot search topics such as "The style of painting in the live broadcast room of Oriental Selection has changed" and "Oriental Selection Knowledge Bringing Goods has changed to shouting wheat with goods".

Yu Minhong, founder of New Oriental (EDU.N) and CEO of Oriental Selection, said in the live broadcast that he has reached the age of retirement, and the days ahead will be a little farther away from doing business. "The number of times I have been abused, accused, and insulted on the Internet this year is more than the total number of times I have ever been in my 100 lifetimes." Yu Minhong said.

On June 7, Yu Minhong issued an open letter apologizing to Dongfang Selection's customers, shareholders and investors. said that the hotly discussed "Oriental selection is messy" in the field of public opinion is just a modest expression with friends, and he has not only said the evaluation on one occasion, in his opinion, this is a habitual expression, but he didn't expect it to cause so many waves and trigger so many well-intentioned or malicious interpretations.

After Yu Minhong apologized, the current New Oriental Education and Technology Group (9901. Dong Yuhui, cultural assistant to the chairman of the board of directors and vice president of New Oriental Cultural Tourism Group, said in an outdoor radio program, "I am very resistant to selling things, seeking truth from facts, I don't enjoy this job to this day" "It may be essentially due to my previous personality and past career." Although Dong Yuhui feels that his work is supportive, he has no joy. The remarks directly triggered a drop in stock prices of more than 10% on June 11.

According to the data of the third-party platform Cicada Mother, in the past 30 days, the total number of fans in the Dongfang Selection live broadcast room has plummeted, from 30.411 million on May 30 to the current 30.103 million, a direct decrease of about 308,000. In the Douyin "618 Promotion" event, which lasted from May 24 to June 18, Cicada Mother data showed that the top three on the list were Guangdong couple, Jia Nailiang, and Hui Walk. The live broadcast room of Make a Friend ranked 13th, and the Oriental Selection ranked 15th.

According to the analysis of Debang Securities Research Report, Oriental Selection is undergoing a process of transformation from live broadcast IP to platform. The dependence on a single channel is too high or there is a large business risk, and the creation of a multi-level matrix of KOLs and the operation of multi-platform channels are the direction of the steady operation of e-commerce platforms. There is still room for optimization in the fineness of the cohesion and management mode of the platform transformation.

According to official data, in the second half of fiscal year 2024 (December 2023 to May 2024), the GMV of Dongfang Selection's self-operated products exceeded 3.6 billion yuan, an increase of 108% year-on-year and 74% month-on-month. Dong Zheng, spokesman for Dongfang Selection Products, said that the GMV of the Douyin account of "Dongfang Selection Self-operated Products" has exceeded 100 million yuan for several months, and this year, Dongfang Selection will add more than 10 vertical accounts on Douyin, and will open live broadcasts one after another.

As of press time, Dongfang Selection's share price was HK$12.7, down 0.63%.

(This article is from Yicai)

View original image 112K

•