The Dongfang selection Dong Yuhui incident was staged again

E-commerce newspaper Pro

2024-07-01 09:25E-commerce newspaper official account

Dunton publicly blamed Dongfang Selection

In the past half a year since Dong Yuhui's small essay incident, Dongfang Selection has had infighting again.

On June 26, when Dongfang selected the anchor Dunton's live broadcast, he publicly expressed his dissatisfaction with the company's management. The specific content can be roughly divided into three points after summarizing:

First, the company does not communicate with the anchor on many things, such as opening a new account without discussing it with the anchor of the new account, which is annoying;

Second, when there was Internet public opinion, the company's public relations department did not act, and suddenly complained that he was very suitable for public relations for himself now, because he knew what he could do and what he could not do;

Third, although there is nothing to say about the treatment given by the company, the recent management of the company makes him feel "ineffective", and he has more negative emotions suppressed in his heart, and he does not vomit or feel unhappy.

Source: Douyin

As soon as Dunton's remarks came out, they immediately caused widespread discussion in the industry. You must know that Dun Dun is not an unknown person, since Dong Yuhui walked with Hui alone, Dun Dun has become one of the "main forces" of Dongfang Selection, the number of fans is second only to Dong Yuhui, and he often stands in the "C position" in the anchor's group photo promotional picture.

In fact, Dunton is also a powerful anchor. His real name is Wang Ruodun, graduated from Zhongnan University of Economics and Law, has a double degree in English and French, not only can speak English tongue twisters, but also is good at poetry, which is easy to come to in the live broadcast. When Dong Yuhui came out of the circle with "bilingual goods", Dunton also became a little popular, but his stamina was far less than that of Dong Yuhui.

Source: Douyin

But just as Dong Yuhui is good at selling books, Dunton also has a field of expertise - beauty and skin care. Dunton's cosmetics and skin care products are quite professional, and are well recognized by users and brands, and even the sales director of a well-known brand once asked Dunton to train their sales staff with the words of the live broadcast.

With the efforts of Dunton and other anchors, Dongfang Selection's account "Oriental Selection Beautiful Life" has achieved better and better results, and has been ranked in the top ten of Douyin's monthly list of goods from time to time, and the sales in individual months are even higher than that of Dongfang Selection. At present, Dongfang Selection Beautiful Life has more than 4 million fans, and it is the most popular live broadcast room in addition to the main account, of which Dunton has contributed a lot.

Source: Feigua Data

However, even such a "hero" still did not attract enough attention from Dongfang Selection, so that his emotions were out of control and he publicly expressed his dissatisfaction in the live broadcast room. Moreover, this is not the first time that a similar incident has happened, after experiencing the turmoil of "Dong Yuhui's small composition", Dongfang Selection still does not seem to have fully learned the lesson.

What went wrong inside Dongfang Selection?

The pace of business is too big for management to keep up

As you can see from Dunton's remarks and emotions, he has been under a lot of pressure lately. And the reason for the pressure is likely to be a new round of expansion of Oriental Selection.

Not long ago, Dongfang Selection opened a new number "Dongfang Selection Clothing", which is responsible for anchors such as Dunton. Since 2022, Dongfang Selection has opened a number of trumpets, involving cultural tourism, beauty, books, wine, self-operated food and other fields, and this time it has finally entered the clothing track.

However, clothing is not an easy industry to do, not only the selection of products has certain requirements for aesthetics and fashion sensitivity, but also the high return rate also makes merchants complain. During 618 this year, some women's clothing merchants said that their sales of 6.7 million were refunded by 5.9 million, and the return rate exceeded 80%.

Source: Little Red Book

Generally speaking, a big move like opening a new account must be made after communicating with the anchor as the executor. But according to Dunton's statement, Dongfang Selection didn't seem to discuss with him in advance, and went on the air without being fully prepared.

If Dun Dun has to take care of the work of Oriental selection of beautiful life at the same time, then the double pressure will naturally be unbearable.

On the other hand, the anchors selected by Dongfang may also face pressure on sales.

During the 618 period this year, Dongfang Selection was complained by netizens about the "great change in painting style", the reason for which was that Dunton began to "shout" to bring goods, and another anchor YOYO also began to shout "321 on the link", before this, Yu Minhong had publicly expressed his disgust with this way of bringing goods, but now he slapped himself in the face.

Afterwards, he explained that it was because he could push traffic according to the rhythm requirements of the platform, which was a last resort. In other words, this is a compromise in the face of big sales promotions, which also reflects that the anchor does not have the right to choose the live broadcast style independently.

Of course, it is understandable that you have to adapt to the rules for live broadcasting, but when Dunton was criticized by public opinion, Dongfang Selection did not clarify it for him in time, which is indeed easy to make people disheartened. Tonton's "corporate PR inaction" may be an allusion to this.

Behind these two things, it is reflected that the management of Dongfang Selection does not seem to keep up with the pace of business expansion, and its biggest shortcoming lies in communication.

People always have emotions, and if emotions are not released internally, they will be released externally. If Dongfang Selection has a perfect internal communication channel and feedback mechanism, there is no need for Dunton to publicly express his dissatisfaction with the company in the live broadcast, so as to prevent problems before public opinion appears. Effective communication can enable enterprises to find problems in time and solve them in time, and improve overall efficiency.

The same is true of the previous Dong Yuhui small essay incident, if the contradiction between the "editor" and Dong Yuhui can be resolved through internal communication, it will not cause a big mistake and escalate to a phenomenon-level incident on the whole network.

Indeed, in the past, when Dongfang Selection was not so popular, everyone was happily broadcasting live in a live broadcast room, and there was something that could be quickly communicated and resolved. But now that the live broadcast has become bigger, the anchors are scattered to different live broadcast rooms, and it is not so easy to communicate.

I hope that after this incident, Dongfang Selection can solve the problem in time and avoid repeating the mistakes of the past.

In live e-commerce, "people" come first

The previous Dong Yuhui incident and this Dunton incident fully illustrate the importance of "people" in the live broadcast e-commerce industry.

The underlying logic of live e-commerce is traffic, and the larger the traffic, the greater the room for monetization. And there is no absolute law in the distribution of traffic, some anchors may become popular inexplicably, and they don't even know why, and it is not an exaggeration to say that it is a "metaphysics".

Therefore, the anchors who carry the traffic have become the key to live broadcast e-commerce, once an anchor is hit by the traffic, the company can do it, and investing in the anchor is investing in the future. This is also why many companies are doing "anchor matrix", after all, as long as the base is large, a little luck can be a little better.

At the same time, the anchor is also the person closest to the user, and can feel the direction of the traffic the most. Therefore, as the management of a live broadcast company, it is extremely important to listen to the opinions of first-line anchors, and even let them participate in the management. As Ren Zhengfei said, let the people who can hear the artillery fire command the battle.

On the other hand, the appearance of popular streamers is very accidental, so companies should retain them as much as possible. Mr. Drucker said in "The Effective Manager": "The manager of the troupe should know that if a female star often loses her temper and helps the box office, you are hired to be the manager to bear her temper." ”

In contrast, the quality of the anchors selected by Dongfang Selection is generally high, and there is not much greed in terms of material, even so, Dongfang Selection can still have conflicts with the employees who "make money" for them, and it is indeed necessary to reflect.

Author | The wind is clear

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