"The public relations department is afraid of this and that, and many things are not discussed with the anchor"! The popular anchor publicly complained that Dongfang Selection was off the air for one day

National Business Daily

2024-06-28 15:02The official account of National Business Daily

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01 Dongfang Selection's popular anchor Dunton publicly expressed his dissatisfaction with the company and the public relations department in the live broadcast, saying that there were problems in the company's internal management.

On June 27, Dongfang Selection stopped broadcasting for one day, and on June 28, related topics appeared on Weibo hot search.

03 Due to the remarks of insiders, Oriental Selection continued to cause controversy and stock price fluctuations in June.

04However, according to the official data of Oriental Selection, the GMV of self-operated products in the second half of fiscal year 2024 exceeded 3.6 billion yuan, a year-on-year increase of 108% and a month-on-month increase of 74%.

05 Dongfang Selection will add more than 10 vertical accounts on Douyin, and will open live broadcasts one after another.

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Edited by: Du Yu

On June 26, 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.

According to Southern Metropolis Daily, in the live broadcast, Dunton said that he thinks he is suitable for public relations, "because I know what I can do and what I 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. ”

Image source: Video screenshot

On June 27, Dongfang Selection stopped broadcasting for one day. On June 28, the topic # Oriental Selection Anchor publicly expressed dissatisfaction in the live broadcast room # once appeared on Weibo hot search. Today, Oriental Selection is on the air as usual.

According to Jiemian News, on June 26, the new account "Life Clothing Account" launched by Dongfang Selection held its first live broadcast, according to the statistics of the third-party data platform, the live broadcast lasted nearly 6 hours, with sales of nearly 2.5 million yuan, and the average purchase amount per customer was about 300 yuan, and Dunton also participated in the live broadcast that night.

Image source: Screenshot of interface news video

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 has changed from shouting wheat to bring goods".

According to Jiupai News, Yu Minhong, founder of New Oriental 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, Dong Yuhui, who is currently the cultural assistant to the chairman of New Oriental Education and Technology Group and the vice president of New Oriental Cultural Tourism Group, said in an outdoor radio program, "I am very resistant to selling things, seek truth from facts, I don't enjoy this job to this day" "It may be essentially because of 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 Yicai, the data of the third-party platform Cicada Mother shows that 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.

On the afternoon of June 19, Dongfang Selection held a self-operated new product launch conference to disclose the performance growth of self-operated products for the first time.

According to Dongfang Selection, in the second half of the fiscal year 2024 (December 2023 to May 2024), the GMV of Dongfang Selection's self-operated products exceeded 3.6 billion yuan, a year-on-year increase of 108% and a month-on-month increase of 74%. Up to now, the total number of self-operated products selected by Dongfang has exceeded 400, and the number on sale has reached 260 in the same period, and more than 100 products have ranked among the top three on the Douyin product list.

According to China.com, there is a view that Dongfang Selection has not been able to get out of the turmoil since the "small composition" incident at the end of last year. Although the incident ended with Dong Yuhui's promotion to the senior partner of Dongfang Selection and his own independent account, Dongfang Selection has also been caught in public opinion storms many times since the beginning of this year because of the quality control of its own products.

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, Oriental Selection (HK1797) was reported at HK$12.52, down 2.03%.

The Daily Economic News integrates China.com, Yicai, Jiupai News, Interface News, Southern Metropolis Daily, and public information

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