Dong Yuhui and Dongfang Selection are finally separated from each other. On July 25, Dongfang Selection announced the resignation of Dong Yuhui and sold 100% of the shares of Youhui for 76.5855 million yuan, which means that Youhui will truly become Dong Yuhui's company and achieve independent operation. Yu Minhong believes that this move is for the "good of everyone". However, compared with the gradual invisibility of other head anchors, Dong Yuhui's sudden "stripping" will inevitably make Dongfang Selection suffer from pain for a period of time, can Dongfang Selection bear it? On the other hand, Dong Yuhui, from the anchor to the operating company, can he be seamless and handy? At different times, the relationship between the anchor standing in front of the stage and the company behind it is like a spring that is repeatedly pulled, and the strength and weakness are transformed at any time. Win-win interests are naturally a happy situation for all; If it is difficult to sustain, it is also a reasonable choice to develop separately.
The "soul figure" is independent
Judging from the detailed announcement issued by Oriental Selection on July 25, Dong Yuhui (the buyer), Beijing New Oriental Xuncheng Network Technology Co., Ltd. (the seller) and Hui Tongtong (Beijing) Technology Co., Ltd. (the target company) entered into a sale agreement, according to which the seller agreed to sell, and the buyer agreed to acquire 100% of the equity of the target company at a consideration of RMB 76.5855 million.
At the same time, Oriental Selection stated that in addition to paying Dong Yuhui in full the promised benefits and compensation, Yu Minhong, chairman of the board, has sought the approval of the board of directors and the remuneration committee of the board of directors to distribute all the remaining undistributed profits of Hui to Dong Yuhui. In addition, in accordance with the Listing Rules and the Articles of Association of the Company, Yu Minhong has made arrangements for the settlement consideration of Dong Yuhui's acquisition of Hui Tongtong. In order to maintain the normal operation of Hui peers, the company will provide free self-developed information systems to Hui peers.
It is not difficult to see that Yu Minhong and Dong Yuhui both hope that this game will be friendly and decent. On July 25, Yu Minhong and Dong Yuhui responded to the incident at the same time. Yu Minhong said that starting from July 25, Dongfang Selection's wholly-owned subsidiary and Hui will be officially independent from Dongfang Selection, and Dong Yuhui will personally hold 100% of its equity. Dong Yuhui also said with emotion that considering the actual situation and development plan, after friendly consultation and unanimous decision between the two sides, the company will start to operate independently after walking with Hui.
Although Dong Yuhui expressed his gratitude to Yu Minhong for his cultivation in his response, aside from human favors, at the capital level, Dong Yuhui's resignation and his acquisition of Hui Peer means that Dongfang Select's core IP figure has drawn a clear line with it, and Peer Hui will truly operate independently under Dong Yuhui's will, and Yu Minhong's personal influence will be greatly reduced.
Interests are tied and pulled
Up to now, compared with Wei Ya and Luo Yonghao passively or actively behind the scenes, the difference between Dong Yuhui and Dongfang Selection has some painful ingredients. At the end of December 2013, a "small composition" incident in which the copywriter came from tore apart the following relationship between Dong Yuhui's fans and Dongfang Selection, and this relationship was difficult to completely repair in the following months.
It can be said that many of the choices made by Dongfang Selection are inevitably influenced by fan emotions and public opinion. For example, after the "small composition" incident, Sun Dongxu, CEO of Oriental Selection, resigned. Dong Yuhui was promoted and became a legal person who walked with Hui, and also set up a personal studio to do cultural tourism projects. However, the good times did not last long, and the different live broadcast style of the Dongfang selection anchor during "6·18" was attacked by fans again, and Yu Minhong also had to come forward to apologize and personally comment on the remarks that "Dongfang Selection is messed up", and Dong Yuhui mentioned "resisting selling goods" in the variety show, which pushed public opinion to the top.
However, frequent public opinion turmoil has affected the normal operation of Dongfang Selection and Hui Peer. Yu Minhong said frankly to the outside world that the complex public opinion disputes directly led to the estrangement between Dongfang Selection and Hui peers, and there was huge uncertainty in the development of the two companies, the stock price fluctuated violently due to external influences, and the company's credibility and reputation declined sharply.
In addition to being coerced by fans, Yu Minhong also needs to coordinate the competition between the above two companies at all times, including government cooperation and business resources. What cannot be avoided is that Dong Yuhui's personal IP has a significantly stronger fan attraction than Dongfang Selection. On July 25, the editor of the business scene noticed that after Dongfang Selection announced Dong Yuhui's resignation, the gap between the number of fans of Dongfang Selection and the Douyin account with Hui was further narrowed. As of press time, the former has 29.868 million Douyin fans, while the latter has 21.521 million fans.
"The departure of the head anchor is easy for the company to 'flash his waist'." Zhao Zhenying, a researcher at the National Engineering Laboratory of E-commerce Transaction Technology, said that although Dongfang Selection began to put eggs in different baskets a long time ago, the departure of the top anchor will still make it face the problem of traffic acquisition in a short period of time.
The pull of interests is always frequently staged between super head anchors and live broadcast agencies. The top anchors will expand the live broadcast business with the help of traffic dividends and personal influence, thus incubating live broadcast institutions. The live broadcast organization should take into account the company's long-term stable and healthy development path to avoid the words and deeds of the head anchor from affecting the company. Whether it is Wei Ya's tax evasion incident in 2021, or Simba's scolding of Kuaishou on the eve of "6·18" this year, which caused Xin Xuan to hurriedly apologize to the platform, all show the contradiction in the relationship between the two parties: the performance of the institution depends on the traffic of big IP, but it is also trapped in the personal words and deeds that are difficult for super anchors to control.
Where to find the big IP?
In recent years, Luo Yonghao, Simba and Li Jiaqi have significantly reduced the frequency of live broadcasts, and live broadcast agencies have also used the IP of super anchors to do variety shows, private brands, concerts, etc., trying various means of commercial monetization, and continue to recruit new anchors to open more vertical accounts, thereby diluting the risk of relying on head anchors. For example, Three Sheep plans to incubate 10,000 anchors in the future, and Li Jiaqi's assistant broadcaster Wangwang has also recently been active in the variety show "My Girl" to strengthen the influence of personality.
Compared with the above-mentioned anchors who faded out in stages and phases, the separation of Dong Yuhui and Dongfang Selection is more intense and turbulent. Jiang Rong, an e-commerce research expert, believes that Dongfang Selection is still facing great pressure next. "The data of carrying goods with Hui is much higher than that of Dongfang Selection, which means that the form of live streaming is very dependent on big IP. However, Dongfang Selection has not yet cultivated other influential IPs, which will be a big challenge for it. She said.
But Jiang Rong also pointed out that the original head anchors faded out of the live broadcast room, mainly because the head anchors have reached a burnout period in terms of finance and physical fitness, which does not mean that the era of big anchors has passed, and new people will continue to emerge in the future. "The head anchor is still a valuable IP, and its ability to bring goods to monetization is still very strong, so it will exist for a long time."
"The success of the anchor has a certain relationship with his personal appearance, personality, knowledge, emotional intelligence, etc., with a certain degree of chance, and the probability of complete replication success is not very large, but it does not affect the live broadcast agency to recreate a new anchor." Zhao Zhenying said that although Dongfang Selection now has a relatively diversified anchor team, how to maintain the stability and delivery ability of these anchors will be an important aspect that it needs to pay attention to in the future. Once there is instability in the anchor team, it may adversely affect the company's performance.
"Dong Yuhui's departure will have a certain impact on the user loyalty of the Dongfang Selection brand, and Dongfang Selection needs to continuously adjust and optimize its strategy and operation strategy, strengthen brand building and user loyalty cultivation, and pay attention to technological innovation and the improvement of supply chain capabilities." Zhao Zhenying pointed out.
He Qian, Qiao Xinyi/text
Source: Screenshot of the announcement Dong Yuhui Weibo Dongfang Selection Weibo