On Wednesday (December 13), Eastern Selection closed at 27.HK $2, down nearly 13%。

And behind this stock price crash, it stems from a "small essay incident."。

The Cause and Development of "Small Composition Incident"

On December 6, the editor of Oriental Selection Shake Voice left a message at the bottom of a promotional video, saying, "Every time a small composition is produced, the anchor is in front of the camera, and behind it are the partners of the copywriting team, the shooting team, and the editing team.。"

As soon as this statement came out, it instantly triggered the dissatisfaction of some Dong Yuhui fans.。Some fans believe that this is a "backstab" to Dong Yuhui, while others believe that this is because the editor is jealous of Dong Yuhui's talent.。

Later, Dong Yuhui jokingly responded in the live broadcast: "The editor who claimed to know the business very well replied in the comment area, which caused many friends to feel uncomfortable, and I complained directly to Mr. Yu.。Yu Minhong let me communicate directly with Dongfang Xiaosun, don't be too polite。"

Dong Yuhui intended to downplay the matter as a small editor's "Hu reply," but failed to calm the matter.。The editor of the tremolo platform replied in the comment area: "I was already frustrated, this time the comment area is smoky, can not tolerate Yuhui said in front of the camera last night that the editor 'claims to know the business', 'Hu reply'。Xiao Bian does not have a 'Hu reply'! "

The editor then also testified in the comments section, detailing which sessions were written by the copywriting team and which were written by Dong Yuhui.。At the same time, the editor will also target Dong Yuhui's fans, saying: "There are always so-called 'fans' in the name of love, back and forth to pick things up, and even online violence we Xiaobian!"

Now, a large number of Dong Yuhui fans were directly angered。Not only in the live broadcast room of the Oriental selection of competitors "high road good" and other words, but also a large number of Oriental selection of direct fans choose to take off powder。It is understood that on December 9, the number of fans of the Oriental Selection TikTok platform was 3115..90,000 people。As of press time, the number of fans is 3088.80,000 people, in just a few days, have lost more than 270,000 powder。At the same time, the studio of Gaotu Jiapin has been pouring in fans since December 11.。As of press time, the number of fans of Gaotu Jiapin's tremolo account is close to 740,000, and the number of fans in four days is close to 400,000.。

On December 12, Oriental Selection CEO Sun Dongxu responded to the matter during a live broadcast.。In response, he first criticized the team, saying that they were working with emotions and communicating inappropriately.。Furthermore, he mentioned that Dong Yuhui's emotions were affected, so he temporarily decided not to broadcast live on the 10th.。Sun Dongxu also mentioned that the company's contribution to Dong Yuhui recognition, treatment is not owed, but also exposed that Dong Yuhui's annual salary is more than tens of millions of online。Finally, he apologized to the company's customers and said he was determined to say no to the rice circle behavior, hoping that some fans would remain calm.。

Success also Xiao He, defeat also Xiao He

Oriental selection is an important platform for the transformation of New Oriental。According to public information, the operating entity of the tremolo account "Oriental Selection" is Oriental Preferred (Beijing) Technology Co., Ltd., founded in October 2021, and 100% owned by Beijing New Oriental Xuncheng Network Technology Co., Ltd., a subsidiary of New Oriental Online.。

Since its establishment in 2021, it has only been two short years.。It can be said that Dong Yuhui has contributed to the fact that Oriental Selection has accumulated more than 30 million fans on the tremolo platform in such a short period of time.。

On June 9, 2022, Dong Yuhui, as an anchor, spoke about steak in both Chinese and English in the live broadcast room of Oriental Selection.。"12 pieces of steak, 12 pieces of steak, 24 bags of seasonings, 24 packs of seasonings, ingredient list is ingredient。In the early morning of June, everyone went into the studio and looked at my face like a military horse and felt the impermanence of life and the injustice of fate, but then you found that the same face as me, and this 299 yuan steak to send you this pot。"Dong Yuhui by virtue of bilingual with goods, good eloquence and other features quickly became popular in the network, because Dong Yuhui's personal charm poured into the Oriental selection studio consumers are also more and more.。Since then, Dong Yuhui has also repeatedly become popular with his comments on the Internet, absorbing many fans.。It can be said that Dong Yuhui is already a gold-lettered signboard for the selection of the East.。

Browsing the tremolo account selected by Oriental, you can find that in many videos, basically there are Dong Yuhui appeared in the video can basically do easy "praise over ten thousand," while other anchors appeared in the video praise number mostly between several hundred to several thousand.。

Although Dong Yuhui brought fire to the Oriental Selection Studio, there is no shortage of live talent for Oriental Selection。Since Oriental Selection is a transformation platform for New Oriental, in addition to Dong Yuhui, Oriental Selection also has a group of New Oriental teachers' "reserves."。These teachers often have the advantage of excellent eloquence and high-quality content output when they are transitioning to bring in anchors。In order to increase the richness of the live broadcast room, Oriental Selection has actually been giving other anchors the opportunity to show, in the form of solo broadcasts and partner broadcasts.。

There's nothing wrong with the selection of other anchors from the East, so at first everyone was still at peace.。But later, Dong Yuhui's fans discovered that Oriental Selection had been "going to Dong Yuhui."。Not only has the label "Yuhui Push" been removed from the Oriental Selection Book, but the image of Dong Yuhui on the self-branded steak packaging has also been erased.。Such behavior sparked discontent among Dong Yuhui's fans。The industry believes that the Oriental selection move downplays Dong Yuhui's personal IP and reduces reliance on head anchors。

In addition, Oriental Selection has set up thousands of tremolo accounts with Dong Yuhui's IP。These tremolo accounts edited Dong Yuhui's old videos without my knowledge, and then hung up a sell link。Dong Yuhui and his fans thought it was a fraud at first, but it was only when Eastern's selected chairman, Yu Minhong, came out to apologize that the truth came out.。Yu said the move is a new attempt by the company's management。This behavior once again angered fans。Fans believe that on the one hand, Oriental selection "to Dong Yuhui," on the other hand, still spare no effort to squeeze Dong Yuhui's commercial value, this is really "too disgraceful."。

It can be said that the contradiction between Oriental selection and Dong Yuhui fans has always existed, and this essay incident is just a fuse。

Yu Minhong stepped forward to quell the incident, but the storm is not yet over

In the early morning of December 13, Dong Yuhui responded to the matter with a personal tremolo.。

He said that the so-called "small essays" are sometimes written by himself, sometimes by the copywriting team, and there are cases of collaboration between the two.。In his response, he thanked the company and the team and expressed his opposition to the ulterior motive of stigmatizing anyone in the name of "rice circles."。

At noon on December 14, Oriental Selection Chairman Yu Minhong finally showed up, issued a statement formally responding to the matter, and rushed to the search list。

In a statement, Yu said it was supposed to be a small matter within the company, as mishandling turned into surging public opinion.。Yu Minhong believes that the small editor's approach is a serious lack of professionalism, but also shows that there are big loopholes in the management of the company。

It is worth noting that Yu Minhong also "criticized" CEO Sun Dongxu, saying that it was inappropriate for him to talk about Dong Yuhui's salary in the studio.。He said: "I have leadership responsibilities as chairman and have also apologized to Yuhui.。Xiao Sun (Sun Dongxu) is young and aggressive in doing things, but not mellow enough。"

Originally this matter should be close to the end, but shortly after Yu Minhong issued a statement, the Internet suddenly began to circulate an internal screenshot of the Oriental selection.。

As you can see from this screenshot of voice-to-text, there has been a big conflict within Eastern Selection, and the two sides of the conflict are between CEO Sun Dongxu and Dong Yuhui.。After seeking confirmation from Eastern Selection, Eastern Selection insiders denied this: "Who are these people pretending to be us outside?"。In addition, Dong Yuhui also said that it is not convenient to respond。

As of now, Eastern Selection has not issued a new statement。

In addition, today's Oriental selection of shares also began to stop falling back, the morning session was up more than 7%。However, a correction began in the afternoon, and by the close, gains had narrowed to 2.21%, reported 27.HK $8,