"Opening a new account is not negotiable, the public relations department is afraid of this and that"! Dongfang selected the head anchor in the live broadcast room to publicly express his dissatisfaction: I have been a little disappointed with the company recently! The number of fans has dropped by 300,000 in the past 30 days

National Business Daily

2024-06-28 17:12The official account of National Business Daily

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01 Dongfang selected the head anchor Dunton publicly expressed his disappointment with the company in the live broadcast room, saying that the public relations department did not act and did not discuss with the anchor.

02 Dunton said that he was disappointed by the company's internal management and Internet public opinion, but he was still satisfied with the company's treatment.

03 Due to this dispute, the share price of Oriental Selection continued to fluctuate in June, and its market value evaporated by more than HK $3 billion.

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%.

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

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On June 28, "Dongfang Selection Anchor Live Room Publicly Expressed Dissatisfaction" rushed to the hot search on Weibo.

Oriental Selection (1797. HK) was suspended for one day on June 27. 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.

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

Comprehensive Blue Whale News and CBN reports, as one of the top anchors of Oriental Selection, Dunton publicly expressed his disappointment with the company in the live broadcast room, and also said that he was more annoyed with some of the company's practices recently.

Dunton said that when there was Internet public opinion, the company's public relations department did not act, believing that it was 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. In the live broadcast, he also explained that what he said was mainly because of the backlog of negative emotions, and it was over when he said it.

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. 

On June 26, the clothing account of Oriental Selection's new account Life was officially launched, and the third-party data platform showed that the live broadcast lasted for nearly 6 hours, with sales of nearly 2.5 million yuan and customer orders of nearly 300 yuan. Dunton, the live broadcast anchor of the new account that night, also participated.

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 fact, throughout June, Dongfang Selection continued to cause controversy and stock price volatility due to the remarks of insiders. The video shows that in the live broadcast room of Oriental Selection Beautiful Life, the anchor shouted hard about the product, "You are here, buy a single and then go", and the closing remarks became "321, link up!" ”

Due to the anchor's uncharacteristically shouting and bringing goods in the live broadcast room of Beautiful Life, entries 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" appeared on social media hot searches for many days.

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". On the same day, Dongfang Selection's stock price fell by 9.92%.

Later Dunton explained during the live broadcast that due to the rhythm requirements of the platform, the purpose of the style change is to get traffic push.

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. This statement has also been interpreted by the outside world as a retreat. "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.

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.

On June 7, Yu Minhong issued an open letter apologizing to Dongfang Selection's customers, shareholders and investors, and then Dongfang Selection's stock price began to recover. Yu Minhong said in the open letter that the hotly discussed "Oriental selection is a mess" in the public opinion field 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 did not expect 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 first financial report, 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 30.102 million, a direct decrease of about 309,000. 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. The Make a Friend live broadcast room ranked 13th, Oriental Selection ranked 15th, and Oriental Selection Beautiful Life ranked 17th.

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. The company previously revealed that the Dongfang Selection App has become the core channel of its self-operated products, and at present, ninety percent of the new products of Dongfang Selection choose to launch on the App. The reporter of "Daily Economic News" noticed that the total number of self-operated products selected by Dongfang exceeded 400, and about 260 were on sale in the same period. In terms of live broadcast business, the GMV of the Douyin account of "Dongfang Selection Self-operated Products" has exceeded 100 million yuan for several months. Dong Zheng, a spokesman for Dongfang Selection products, said, "This year, Dongfang Selection will add more than 10 vertical accounts on Douyin, and will open live broadcasts one after another.

Oriental Selection's share price rose 2.5% at the opening on the 28th, and then fell rapidly, as of press time, Oriental Selection turned from rising to falling, down 0.78%, the latest stock price was HK$12.68, and the latest market value was HK$13.1 billion.

Disclaimer: The content and data of the article are for reference only and do not constitute investment advice. Investors act accordingly at their own risk.

Editor|Cheng Peng, Du Hengfeng

Proofreading|Duan Lian

Cover image source: Video screenshot

The daily economic news is synthesized from Blue Whale News, China Business News, Yijing APP, and Southern Metropolis Daily

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