Dongfang Selection was suspended for a day, and the popular anchor said that he was disappointed in the company, and the public relations department was afraid of this and that

Southern Metropolis Daily

2024-06-28 12:09Southern Metropolis Daily official account

On June 27, Dongfang Selection stopped broadcasting for one day. It is understood that recently, in the live broadcast room of Oriental Selection Beautiful Life, Dongfang Selection's popular anchor Dunton publicly expressed his dissatisfaction with the company and the public relations department, and his remarks also caused huge controversy. On June 28, Oriental Selection started broadcasting as usual. As of press time, there has been no response from the public relations department of Oriental Selection.

Dunton said he thinks he's a good fit for PR "because I know what I can and can't do." But I think one of the things that this company is more annoyed with is that many things are not discussed with the anchor now, and the account is not discussed with the anchor, and after something happens to the Internet, the public relations department is afraid of this and that, and it doesn't matter what it is, I have been thinking that the company is very good for a long time, and I am really a little disappointed during this time. The company really doesn't have to say anything about my treatment, it's just that I want to do things better, but now I can't seem to do anything about the public opinion of the Internet and the internal management of the company. ”

According to public information, Dongfang Selection Anchor Dunton used to be a New Oriental English teacher, proficient in English, French, Japanese, and good at poetry. 

The Dongfang Selection live broadcast room was suspended for one day on June 27, and it started broadcasting as usual on the 28th.

It is worth mentioning that on June 26, Dongfang Selection's new clothing live broadcast room "Oriental Selection Clothing" was launched, and Dunton also participated in the premiere. Cicada Mother data shows that the sales volume of this live broadcast is 750,000-1 million yuan, and the sales volume is 2,500-5,000 pieces. On June 27, this live broadcast room started as usual, with sales of 500,000-750,000 yuan and sales of 1,000-2,500 pieces.

Oriental selection anchor paused.

Cicada mother showed that during the 618 period, the sales of Douyin's Dongfang Selection live broadcast room were inferior to those of Hui. During Douyin 618, the anchors with the highest sales volume were Guangdong couples, followed by Jia Nailiang and He Hui. Oriental Selection ranked 15th, and Oriental Selection Beautiful Life ranked 17th.

On June 19, at the launch conference of Dongfang Selection's self-operated new products held in Beijing, Dongfang Selection disclosed that in terms of live broadcast, the GMV of the Douyin account of "Dongfang Selection's self-operated products" exceeded 100 million yuan for several months, becoming the third account of Dongfang Selection on Douyin with a GMV of over 100 million yuan in a single month. This year, Dongfang Selection will add more than 10 vertical accounts on Douyin, and will open live broadcasts one after another.

And Dunton directly complained in the live broadcast room that the company opened a new account and did not discuss it with the anchor, "After something happened to the Internet, the public relations department was afraid of this and that, this doesn't matter what, I think the company is very good for a long time, and I am really a little disappointed during this time." ”

At present, Dongfang Selection has opened vertical accounts on Douyin such as Oriental Selection Beautiful Life, Oriental Selection Clothing, Oriental Selection to See the World, Oriental Selection Self-operated Products, Oriental Selection Hour, Oriental Selection Will Enter Wine, Oriental Selection Grilled Sausage, Oriental Selection Food Fresh and other vertical accounts.

In May this year, Dunton tried a sell-out live broadcast in the live broadcast room of Oriental Selection of Beautiful Life, which caused controversy. Later, Dunton explained that this was because of the rhythm requirements of the platform, and the purpose of the style change was to get traffic push.

On May 31, Yu Minhong said in a conversation with Zhang Wenzhong, the founder of Wumart Group, in the live broadcast room that the number of times he has been abused and accused on the Internet in the past year is more than the total number of 100 lifetimes. He also revealed that he wanted to stay away from the business and go to the mountains and rivers to spend more time for himself. When Zhang Wenzhong asked Yu Minhong for his experience in live broadcasting, Yu Minhong said, "Dongfang Selection is also doing a mess now, and I don't have any ability to make suggestions to you." ”

These statements soon appeared on the hot search one after another, and Yu Minhong's statement that he wanted to "stay away from business" was also interpreted by the outside world as a retreat. Since then, the share price of Oriental Selection has fallen for three consecutive days, and its market value has evaporated by more than HK$3 billion. After Yu Minhong issued an apology letter on June 7, Dongfang Selection's stock price began to recover. Yu Minhong said that what he mentioned in the live broadcast room of Zhang Wenzhong, the founder of Wumart Group, "I have made a mess of Oriental selection" is his habitual expression, and he has also said on more than one occasion that New Oriental has been made a "mess". 

Written by: Nandu reporter Wang Chenchen

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