东方甄选“后院起火” Oriental selects“backyard fire”

源自：富途牛牛

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源自：雷达财经

一起“小作文”风波，引发了董宇辉粉丝和东方甄选的博弈。让董宇辉粉丝与东方甄选“叫板”的起因，是有关东方甄选天花板级别的文案到底是出自谁手的争论。
　　在这场争论中，东方甄选的小编吸引了不少的“火力”，而东方甄选CEO孙东旭、董宇辉本人也纷纷下场回应此事。不过，多方的回应并没有平息这场风波，反而吸引了不少人前来参与和围观。
　　东方甄选“后院起火”之际，高途旗下的高途佳品直播间却迎来了泼天的富贵。不少顶着东方甄选灯牌的网友涌入高途佳品直播间，让高途佳品直播间迎来了前所未有的热闹场景。得益于此，高途佳品涨粉数、销售额均创下近期的新高，而同期处于漩涡中心的东方甄选却不断掉粉。
　　有分析认为，东方甄选的成功离不开以董宇辉为代表的主播的努力，但过于依赖董宇辉的现状也给东方甄选带来了一定的隐忧。对于东方甄选而言，其不仅需要维系好与这名当家主播的关系，同时也需要兼顾好公司团队内部的管理。随着东方甄选、董宇辉的知名度、影响力不断提升，容易跑偏的饭圈文化似乎也给前者的未来带来了更多的不确定性。
　　风波之外，曾经顶着“新东方在线”名号的东方甄选选择彻底剥离教育业务，All in自营产品及直播业务。2023财年（截至2023年5月31日止年度），靠着以直播电商为主的业务，东方甄选顺利揽下了百亿级别的GMV。与此同时，东方甄选还扭亏为盈，成功上演“咸鱼翻身”的戏码。除此之外，东方甄选还不断拓展业务的边界，不仅推出付费会员体系，还试图通过自家App大力进军文旅赛道。
　　01 东方甄选卷入“小作文”风波
　　“神州启明处，龙脉连天际，这里是960万平方公里的点睛之笔。一山有四季，十里不同天，这里是东北大地上的至高点。白山傲日，犹如雄鸡昂首，一鸣天下晓。天池映月，宛若神龙凝目，一眼望三国。四季对吉林都毫无保留，极尽繁华，而‘冬’偏又把它宠得不像话，将最美的妆发都赋予了它……”
　　前面这段大气磅礴的文字，向外界淋漓尽致地展示了大美吉林的风采，而这段文字正是节选自东方甄选近日写给吉林的情书。12月5日，东方甄选在其账号上发布了一则有关东方甄选吉林行的预热视频，并配文“大美不言！这次的吉林‘小作文’里有几处暗藏的细节，相信大家一定能共鸣到！”
截至发稿，这则视频在抖音平台收获的点赞数达5.5万，与东方甄选平日发布视频的互动数据相比表现尤为突出。而这则视频之所以能引起如此多的互动，除了高度凝练又极具魅力的天花板级别的文案外，还因为这则视频中东方甄选的当家主播董宇辉满含深情地念出了这封写给吉林的情书。
　　雷达财经了解到，在此前去往不同地区的行程中，东方甄选通常都会撰写一些宣传当地人文风光的“小作文”，其中不少“小作文”都由董宇辉本人出镜朗诵。这些“小作文”逐渐演变成为了东方甄选的一个特色，也频频被外界送上诸多好评。但原本推广吉林行的这则视频，却让东方甄选卷入了新的争议之中。
　　在这则视频的评论区，东方甄选的小编留言称，“一些网友好奇文案出自谁手？我们是一个团队哦！每一次‘小作文’制作，都是主播在镜头前，背后是文案创作团队、拍摄团队、剪辑团队的小伙伴们，大家协作，才有了一篇篇专场‘小作文’，感谢大家能喜欢我们的作品，我们会继续努力！”
　　不过，东方甄选小编的前述留言却引发部分网友质疑。有网友评论，有导游现场问了山西的“小作文”，俞敏洪都说是董宇辉写的，他很嫉妒，比不上。“到底是你说谎，还是俞敏洪撒谎？你是啪啪打脸你们老板呀！”
　　对此，东方甄选的小编则回复道，“山西文案也是文案团队写的”，“对不起给老板抹黑了。俞老师天天在外飘，确实不知道业务细节。不过说起文采，俞老师确实很难评价。”
　　同时，东方甄选的小编还表示，主播有时也写，比如董宇辉写内蒙古，顿顿写河北，“但主播平时太辛苦啦~写一个省的文案需要看很多素材，少则一周，多则一个月。所以大多确实是文案团队写的。”
　　不过，东方甄选小编的解释，并没有获得所有董宇辉“丈母娘”们的认可。随着事情的不断发酵，东方甄选多名相关人士下场回应。东方甄选的另一位主播东方盼盼留言称，任何一位从事过文字创作的人可能都了解，大多数经典而优秀的文字很难一气呵成（才华横溢的人偶然的灵感进发，也会快速记录，之后反复琢磨切磋）。
　　东方盼盼还表示，董宇辉专注做喜欢的事，莫名无辜被带入风波很委屈。其他事情自己不清楚，但坚信公司没有故意伤害任何一位伙伴的理由。东方盼盼还在文末强调，“特别澄清一下，我不代表任何一方利益‘站队’，也没必要”。
　　随后，东方甄选CEO孙东旭也在直播时回应此次风波。孙东旭认为，自己有必要亲自出面做一下澄清。这段回应中，孙东旭先是表达了自己对于董宇辉的认可，之后孙东旭又对“小作文”做出详细说明。
　　孙东旭表示，董宇辉从未说过每一篇“小作文”都是由他本人亲自撰写的，董宇辉和团队的配合一直都十分默契，董宇辉的“小作文”发展到今天，已经是东方甄选的一个金字招牌，为很多省份、为很多产品的宣传带来了非常好的影响力，也给东方甄选带来了巨大的声誉。
　　孙东旭还进一步对“小作文”进行了分类介绍，其一是董宇辉亲自执笔去写的；其二是董宇辉提出方向及思路，然后由幕后的创作团队落实呈现出来；其三，由于工作量巨大，有相当一部分的“小作文”是幕后的创作团队源源不断一篇一篇的高能输出，再交由台前的伙伴呈现给大家。
此外，孙东旭还表示，希望大家相信东方甄选是一个团结友爱，分工非常明确，遇事一起去承担、一起去创作、一起去共赢的团队。孙东旭强调，公司“小作文”全部由董宇辉一个人撰写的言论是有些偏激的，这种说法否认了其他主播和幕后团队创作的努力和贡献。在孙东旭看来，这种极端的观点就是捧杀和拉踩，给团队造成了很大的困扰。
　　而处于事件中心的董宇辉，也没有回避这次风波。在直播过程中，董宇辉表示，自称很了解业务的小编在评论区胡回复，导致很多朋友心里不舒服。后来他向俞敏洪告状，俞敏洪让他跟孙东旭坦诚沟通。董宇辉还透露，第二天自己和孙东旭以及东方甄选的这名小编一起打雪仗。董宇辉表示，出现这些问题，很多时候是沟通不通畅。
　　不过，这起风波并未就此画下句号。后续，东方甄选的小编在评论区再次留言，“本来就憋屈，这次评论区乌烟瘴气，不能忍。宇辉昨晚镜头前说小编‘自称很了解业务’、‘胡回复’。小编跟主播合作愉快是一回事，但还是要再明确一下：小编没有‘胡回复’！”
　　小编表示，吉林文案是文案小伙伴独立创作完成的，主播只改了5个词。山西出圈那篇小伙伴独立完成，主播一个字没改。四川、甘肃也类似。内蒙那篇宇辉改动很多，河北场宇辉提前给想法，小编按他想法执笔。看世界有很多篇“小作文”是宇辉亲自撰写，同样是事实。
　　“但大号是大号，实话实说，我们编导都喜欢和宇辉合作，因为他镜头表现力很强，文字感受力也强。但总有所谓‘粉丝’打着爱护的名义，来回挑事，甚至网暴我们小编！另外，宇辉也从来没说‘小作文’是他一个人写的，也请少数人不要把他架上去”，这名小编继续评论道。
　　02“泼天富贵”砸向高途
　　然而，多方相关人士几次三番的回应后，东方甄选卷入的这起“小作文”风波并未就此画上休止符，反而大有愈演愈烈之势，还让对手捡到了“便宜”。
　　雷达财经注意到，俞敏洪抖音账号近期发布的多则视频下方，评论区已被不少网友“攻占”。有网友为董宇辉鸣不平，“反反复复删了很多遍不知道该怎么对您说什么，因为内心憋屈。千言万语汇成一句话，请善待我们的小王子。”
　　还有网友称，“互联网时代可以短时间爆火一个公司，也完全能够在短时间内把一个公司拉下泥潭，董宇辉是上帝馈赠给人间的礼物，看谁能够接住这份上帝馈赠的礼物。希望俞老师和我们的东方甄选一直持续好下去。”
　　值得注意的是，还有不少网友在俞敏洪的评论区提到了和东方甄选处于同一赛道的高途佳品，“第一次通过东方甄选知道了高途佳品”，“高途佳品快1万人了，小编成功的把高途搞火了”，“李佳琦救了国货，东方小编救了高途。感谢东方甄选小编”。
　　正如这些网友所说，因为此次“小作文”风波，同样靠教育起家却受“双减”影响试图靠直播自救的高途迎来了泼天的富贵，大量的网友因此次风波涌入高途旗下的高途佳品抖音直播间。
　　据字母榜报道，12月11日晚，有60万人涌入高途佳品直播间，而该直播间前一天的人气只有2.7万人。仅这一天，高途佳品直播间的销售额达25万至50万，相当于其11月一整个月销售额的1/3。
　　截至12月12日下午16:30，高途佳品的粉丝数达36万。灰豚数据显示，近30天内，高途佳品共计涨粉3.9万。其中，12月11日、12月12日高途佳品分别涨粉1.9万、2.1万。换言之，高途佳品近30天内新增的粉丝数绝大部分是由这两天的新粉贡献。
　　与高途佳品涨粉不同的是，东方甄选的主账号却在不断掉粉。截至12月12日下午16:30，东方甄选主账号的粉丝数为3109.8万。灰豚数据显示，12月10日、12月11日、12月12日东方甄选分别掉粉1万、3.2万、1.9万。
对于外界的比较，高途佳品直播间的主播夏天表示，说实话自己直播间跟这个（东方甄选）不能比，差太多了，我们自己要学的东西太多了。
　　据悉，在这波泼天的流量砸向高途佳品直播间后，高途创始人陈向东甚至还特意发来感谢信。陈向东表示，自己感受到了大家的兴奋和兴奋背后的期待和紧张，兴奋是因为直播间终于有了新突破，期待是希望直播间可以一直有这么多人的关注，紧张则是害怕自己接不住这么多的流量，或者说不能够让家人们满意。
　　12月12日晚，陈向东亲临高途佳品直播间。雷达财经当天21:30左右进入该直播间，发现该直播间的实时在线人数超过1万人，而同期东方甄选直播间的在线人数也显示为1万+，两者人气相当。高途佳品直播间左下方的评论区，偶尔还可以看到挂有东方甄选灯牌的网友在留言互动。
　　有分析人士指出，参照东方甄选如今的体量，想要让董宇辉一人完成其所有文案的撰写并不现实。但作为一家公众公司，东方甄选内部的“矛盾”不应该以此次风波的形式呈现给外界。
　　公司账号作为团队与外界沟通的主要途径，其发言往往并不代表小编自己。因此从利害得失的角度出发，官方账号的每一次发声都应该极为慎重，要充分考虑清楚发声之后可能带来的后果。从大批网友涌入对手直播间的后续发展来看，此次事件的确给东方甄选带来了一定的负面影响。
　　不过，也有互联网观察人士认为，董宇辉的粉丝之所以“爬墙”进入高途直播间，是因为他们认为东方甄选的表态有“背刺”董宇辉之嫌，而他们的最终目的是希望公司能够重视董宇辉。
　　前述人士进一步指出，当头部主播的知名度、影响力不断扩大，其面向的群体也很容易出现类似饭圈文化的现象。比如，此前原本印在产品包装上的董宇辉个人形象被去掉，东方甄选是否给予董宇辉足够的薪资报酬，以及抖音上一下子冒出约2000个带有董宇辉头像和名字的带货账号等事件，都吸引来了董宇辉的不少粉丝为其打抱不平。而这或许也是东方甄选凭借董宇辉成功翻身，但又过于依赖董宇辉所带来的隐忧。
　　03 风波之外，东方甄选All in直播电商
“小作文”的风波之外，东方甄选已逐渐转型成为一家彻彻底底的自营及直播电商公司。回溯过往，曾经以“新东方在线”示人的东方甄选，硬是凭借直播带货在商海中上演了一出绝地求生的戏码。
　　2021年末，俞敏洪孤注一掷的决策，让直播带货成为了公司绝境下的新战场。不过，正如很多人预料的一样，起初的一段时间内东方甄选并无起色，直到去年6月董宇辉等一众主播的出圈，才逐渐将东方甄选成功从悬崖边上救了回来。
　　财报显示，2023财年（截至2023年5月31日止年度），东方甄选持续经营及已终止经营业务共录得营收45.1亿元的营收，相比上一财年8.99亿元的营收实现401.9%的增长。利润方面，东方甄选由2022财年5.34亿元的净亏损转为2023财年9.71亿元的净利润，借此成功上演扭亏为盈的戏码。
　　2023财年，东方甄选全年的商品交易总额（GMV）达到100亿元，相比上年48亿元的GMV翻了一倍还多，其中来自抖音的GMV占到东方甄选GMV的绝大部分。全年东方甄选在抖音上已付订单数达到1.36亿单，自营产品数量超过120个。截至2023年5月31日，东方甄选整体自营品及直播团队人数达到1103人，其中供应链和产品团队达到346人。
　　雷达财经梳理发现，今年下半年，已逐步走上正轨的东方甄选，还频频开展各种动作。8月末，东方甄选正式“入淘”，正式在淘宝平台开启直播带货活动，开始加码多平台布局之路；10月，东方甄选又在自家App上推出了付费会员服务，通过定价199元的年费会员，为用户提供包括百款自营产品88折、一年12张非自营品优惠券（满100元减12元）等在内的各种优惠。
　　不久之前，东方甄选还向外界公布了一项重大的决定。11月21日，东方甄选在港交所发布公告称，董事会批准出售事项，即建议向母公司新东方出售教育业务。这是东方甄选继此前公司名称由“新东方在线”变更为“东方甄选”后的又一次大动作，这意味着东方甄选将不再经营在线教育领域，而是成为一家专门的自营产品及直播业务运营商。
　　东方甄选表示，出售事项乃广义新东方集团业务重组的一部分，旨在更明确地划分其业务线，及更好地使其业务部门与运营环境保持一致。目前，本集团及新东方集团所运营的行业相互重叠，其业务根据其产品╱服务的交付媒介进行划分。出售事项后，本集团及新东方集团所运营的行业将相互区分且各不相同。
　　雷达财经了解到，东方甄选旗下教育业务包括大学教育和机构客户业务两部分。而截至2023年5月31日止两个年度，东方甄选旗下教育业务除税后利润分别为129.9万元、1.21亿元。截至今年9月末，东方甄选教育业务的账面值（净负债）约为人民币1.53亿元。
据公告显示，东方甄选此次出售教育业务的价格合共人民币15亿元，且以现金支付。东方甄选目前预计录得收益约16.53亿元，该金额乃由出售事项总代价减教育业务的净负债约1.53亿元所估计。东方甄选拟将出售事项所得款项用作一般营运资金及发展其余下业务。
有分析人士指出，业务重组使新东方各集团专注于其自身独立而特定的行业。于新东方集团而言，由于线上及线下教育的界限模糊以及向OMO学习及生活习惯的转变，此次交易可以让其更专注于教育行业；于东方甄选而言，出售教育业务则可以使其更专注于自营产品及直播行业，并将其资源分配至该行业，从而为股东争取更大的财务回报。
　　12月10日，东方甄选又在自家App正式上线文旅产品，同时还在海南、云南、吉林三地开启联播互动。尽管相关直播在抖音的东方甄选看世界直播间以及东方甄选App同步开播，但东方甄选在抖音直播间并未上架任何一款文旅产品，抖音直播间更多是引流作用。
　　主播在直播时会不时提醒用户点击下方链接下载App完成下单操作。相关数据显示，东方甄选文旅产品上线首日，东方甄选App的文旅产品销售突破1600万元。
　　不过，不少人设想中由东方甄选主播带团旅行的愿望，恐怕暂时还不能实现。据了解，东方甄选App目前上架的文旅产品，基本上都是与第三方供应商合作的。比如，东方甄选上架的“法国意大利瑞士12天10晚跟团游的境外旅游套餐”是由竹园国际旅行社有限公司提供服务；“迪拜阿布扎比6天5晚纯玩跟团游”的服务提供者是完美假期（深圳）股份有限公司。
　　尽管东方甄选的“野心”很大，但俞敏洪想要实现在自家App再建一个“电商帝国”的梦想也绝非易事。“小作文”风波后，东方甄选将走向何方？
　　编辑/Corrine
　　Source：Radar Finance
　　A“small essay”storm sparked a game between Dong Yuhuis fans and Dongfangs selection.What caused Dong Yuhuis fans to“argue”with Dongfangs selection was a dispute over who actually came from the final-level copy for Oriental Selection。
　　In this controversy，the editor of Oriental Selection attracted quite a bit of“firepower，”and Dongfang Selection CEOs Sun Dongxu and Dong Yuhui themselves also responded to the incident.However，the responses from various sources did not calm the turmoil； on the contrary，they attracted quite a few people to participate and watch。
　　At a time when Dongfangs selection was“on fire in the backyard，”Gaotu Jiaipins live broadcast studio，which is owned by Gaotu，ushered in exorbitant wealth.Many netizens who had received the Oriental Selection Light Board poured into the Gaotu Jiaipin live broadcast room，making the Gaotu Jiapin live broadcast room ushered in an unprecedented lively scene.Thanks to this，Gaotu Jiapins number of followers increased and sales both hit new highs recently，while Oriental Selection，which was at the center of the vortex during the same period，continued to lose popularity。
　　Some analysts believe that the success of Dongfang Selection is inseparable from the efforts of the anchor represented by Dong Yuhui，but the current situation of relying too much on Dong Yuhui has also brought some hidden concerns to Oriental Selection.As far as Oriental Selection is concerned，it is necessary not only to maintain a good relationship with this leading anchor，but also to balance the internal management of the company team.As Dongfangs selection and Dong Yuhuis popularity and influence continue to rise，the dining-circle culture，which is easy to deviate，also seems to have brought more uncertainty to the future of the former。
　　In addition to the storm，Dongfang Selection，which once held the name“New Oriental Online”，chose to completely divest the education business，All ins own products，and live streaming business.In fiscal year 2023（year ending May 31，2023），Dongfang Selection successfully won the 10 billion GMV level by relying on live e-commerce businesses.At the same time，Oriental Selection turned a loss into a profit and successfully staged the“Salted Fish Turns Over”drama.In addition to this，Oriental Selection is also continuously expanding its business boundaries，not only introducing a paid membership system，but also trying to vigorously enter the cultural tourism circuit through its own app。

01 Oriental Selection is involved in the“small essay”storm
　　“Shenzhous enlightenment site，dragon veins and skyline.This is the finishing touch for 9.6 million square kilometers.One mountain has four seasons，ten miles at different days.This is the highest point in the northeast.Hakusan prides itself on the day，like a rooster holding its head high，shining in the sky.Tianchi Eigetsu looks like a dragon gazing at the Three Kingdoms at a glance.There are no reservations about Jilin in all seasons.It is extremely prosperous，yet the winter favors it without saying anything，giving it the most beautiful makeup……”
　　The previous passage of powerful text vividly showed the outside world the beauty of Jilin，and this passage is an excerpt from Oriental Selections recent love letter to Jilin.On December 5，Oriental Selection posted a warm-up video about Oriental Selections trip to Jilin on its account，with the caption“Great beauty! There are a few hidden details in the Jilin Little Essay this time.I believe everyone will definitely resonate!”
　　As of press release，this video has received 55,000 likes on the Douyin platform.Compared with the interactive data of the video published by Oriental Selection on weekdays，its performance is particularly outstanding.However，the reason why this video has attracted so much interaction is that，in addition to the highly condensed and attractive，ceiling level copywriting，it is also because Dong Yuhui，the head anchor selected by the Middle East，read this love letter to Jilin with deep emotion。
　　Radar Finance learned that during previous trips to different regions，Oriental Selection usually wrote some“short essays”promoting the local cultural landscape.Many of these“short essays”were recited by Dong Yuhui himself.These“small essays”gradually evolved and became a feature of the Oriental selection，and were also frequently praised by the outside world.However，the video originally promoting the trip to Jilin caused the Oriental Selection to get involved in a new controversy。
　　In the comments section of this video，the editor of Oriental Selection left a comment saying，“Who is behind some of the strange writing cases of netizens? Were a team! Every time a small essay is produced，the anchor is in front of the camera.The background is a group of friends from the copywriting team，filming team，and editing team.Thanks to everyones collaboration，we have a special short essay.Thank you all for liking our work，and we will continue to work hard!”
　　However，the aforementioned comments from the editor of Oriental Selection have raised questions from some netizens.Some netizens commented，and a tour guide asked a“short essay”from Shanxi on the spot.Yu Minhong said it was written by Dong Yuhui.He was very jealous，not comparable to it.“Are you lying，or is Yu Minhong lying? Youre punching your boss in the face!”
　　In response，the editor of Oriental Selection replied，“The Shanxi copywriting was also written by the copywriting team，”and“Im sorry for discrediting the boss.Mr.Yu is fiddling around every day，and he really doesnt know the details of the business.However，speaking of Wencai，Teacher Yu is really difficult to evaluate.”
　　At the same time，the editor of Oriental Selection also said that anchors sometimes write，for example，Dong Yuhui writes about Inner MoNGOlia and Hebei，“but anchors usually work too hard.Writing a copy for one province requires reading a lot of material，less than a week，more than a month.So most of them were actually written by the copywriting team.”
　　However，the explanation given by the editor of Oriental Selection was not approved by all of Dong Yuhuis“mothers-in-law.”As the matter continued to unravel，Dongfang selected a number of relevant people to respond.Dongfang Panpan，another anchor of Dongfang Selection，left a message saying that anyone who has worked on writing texts probably understands that most classic and excellent texts are difficult to complete in one fell swoop（talented peoples incidental inspirations also quickly record them，then ponder over and over again）。
　　Dongfang Panpan also said that Dong Yuhui focuses on doing what he likes，and is inexplicably innocent and very aggrieved to be brought into the storm.I dont know anything else，but I am convinced that the company has no reason to intentionally hurt any of its partners.Dongfang Panpan also emphasized at the end of the article，“To make it particularly clear，I dont mean that any partys interests stand in the line，nor is it necessary.”
　　Subsequently，Dongxu Sun，CEO of Oriental Selection，also responded to the turmoil during the live broadcast.Sun Dongxu believes that it is necessary for him to come forward and make clarifications himself.In this response，Sun Dongxu first expressed his approval of Dong Yuhui，then Sun Dongxu gave a detailed explanation of the“short essay.”
　　Sun Dongxu said that Dong Yuhui never said that every“short essay”was written by him himself.The cooperation between Dong Yuhui and his team has always been very tacit.Dong Yuhuis“short essay”has developed to this day and is already a gold sign of Oriental Selection，bringing great influence to many provinces and the promotion of many products，and great reputation to Oriental Selection。
　　Sun Dongxu also further classified and introduced the“short essays”.First，Dong Yuhui personally wrote them； second，Dong Yuhui proposed the direction and ideas，which were then implemented and presented by the creative team behind the scenes； third，due to the huge amount of work，quite a few“small essays”were the powerful output of the creative team behind the scenes，which were then presented to everyone by the partners in front of the stage。
　　Furthermore，Sun Dongxu also said that he hopes everyone believes that Oriental Selection is a united，friendly team with a very clear division of labor，taking responsibility，creating together，and going for a win-win situation together.Sun Dongxu stressed that all of the companys“small essays”written by Dong Yuhui alone were a bit biased.This statement denied the efforts and contributions of other anchors and the team behind the scenes.In Sun Dongxus view，this extreme point of view is to defeat and outrage，which has caused great trouble for the team。
　　However，Dong Yuhui，who was at the center of the incident，did not shy away from this turmoil.During the live broadcast，Dong Yuhui said that the editor who claims to know the business very well replied in the comment section，causing many friends to feel uncomfortable.Later，he complained to Yu Minhong，and Yu Minhong asked him to communicate honestly with Sun Dongxu.Dong Yuhui also revealed that the next day he had a snowball fight with Sun Dongxu and the editor selected by Dongfang.Dong Yuhui said that when these problems occur，communication is often not smooth。
　　However，the turmoil did not end there.Afterwards，the editor of Oriental Selection left another comment in the comment section，“Im already stifling.This time，the smoke and miasma in the comment area is unbearable.Yuhui said in front of the camera last night that Xiaobian“claims to know the business very well”and“Hu replies.”Its one thing that the editor is happy to cooperate with the anchor，but I still need to make it clear：Xiaobian did not have a Hu reply!”
　　The editor said that the Jilin copywriting was created independently by a copywriter，and the anchor only changed 5 words.The story that Shanxi left the circle was completed independently，and the anchor didnt change a word.Sichuan and Gansu are similar.There were a lot of changes in the Inner Mongolia article by Yuhui.Chang Yuhui from Hebei gave his ideas in advance，and the editor wrote according to his ideas.Looking at the world，there are many“small essays”written by Yu Hui himself； this is also true。
　　“But the big one is the big one.To be honest，our director and director all like to collaborate with Yuhui because he is very expressive on camera and has a strong sense of writing.However，there are always so-called“fans”who go back and forth in the name of care，and even cyber violence，our editor! Also，Yuhui never said that the small essay was written by him alone，and asked a few people not to post him，”the editor continued to comment。

02“Throw in the sky and wealth”hits the high road
　　However，after several responses from relevant people from various sources，the“small essay”storm involving Oriental Selection did not put an end to this； on the contrary，it became more and more intense，and even made the opponent find it“cheap.”
　　Radar Finance noticed that the comment section below Yu Minhongs Douyin account recently posted several videos has been“taken over”by many netizens.Some netizens complained about Dong Yuhui，“I have deleted it over and over again，and I dont know what to say to you because my heart is stifling.Thousands of words converge into one sentence，please be kind to our little prince.”
　　Other netizens said，“In the Internet age，a company can explode in a short time，and it is also entirely possible to pull a company down the quagmire in a short period of time.Dong Yuhui is a gift from God to the world.Lets see who can catch this gift from God.I hope Mr.Yu and our selection from the Orient will continue to improve.”
　　It is worth noting that in Yu Minhongs comment section，quite a few netizens also mentioned high road products that are on the same track as Oriental Selection.“The first time I learned about the high road products through the Oriental selection”，“the first time I learned about the high road products through the Oriental Selection，”“Xiaobian has successfully stirred up the high road，”and“Li Jiaqi saved the domestic goods，and Dongfang Xiaobian saved the high road.Thanks to Dongfang for selecting the editor”。
　　As these netizens said，because of this“small essay”storm，which also relied on education but was affected by“double reduction，”Gaotu，which tried to save herself through live broadcasts，ushered in a fearsome wealth.As a result，a large number of netizens poured into Gaotu Jiapins Douyin live broadcast room owned by Gaotu。
　　According to the Alphabet Chart report，on the evening of December 11，600,000 people poured into the Gaotu Jiapin live broadcast room，but the broadcast room was only 27,000 popular the day before.On this day alone，the sales volume of the Gaotu Jiapin live broadcast reached 250,000 to 500,000，which is equivalent to 1/3 of its sales for the entire month of November 1。
　　As of 16:30 p.m.on December 12，the number of fans of Gaotu Jiapin reached 360,000.According to gray dolphin data，in the past 30 days，Gaotu Jiapin has gained a total of 39,000 followers.Among them，on December 11 and December 12，Gaotu Jiapin gained 19,000 and 21,000 followers respectively.In other words，the vast majority of fans added to Gaotu Jiaipin in the past 30 days is due to new fans over the past two days。
　　Unlike Gaotu Jiapin，which has gained fans，the main account selected by Dongfang continues to lose followers.As of 16:30 p.m.on December 12，the number of fans of the Oriental Selection main account was 31.098 million.According to gray dolphin data，on December 10，December 11，and December 12，the Oriental selection lost 10,000，32,000，and 19,000 followers respectively。
　　Regarding the comparison with the outside world，Xia Xia，the anchor of Gaotu Jiapin Live，said that to be honest，her live broadcast room is not comparable to this（Oriental Selection）.Its too bad； there are too many things we need to learn on our own。
　　According to reports，after this wave of traffic hit Gaotu Jiapins live broadcast room，Gaotu founder Chen Xiangdong even sent a special thank-you letter.Chen Xiangdong said that he felt the anticipation and tension behind everyones excitement and excitement.His excitement was because the live broadcast room had finally made a new breakthrough.The expectation was that the live broadcast room would always receive the attention of so many people，while his nervousness was that he feared that he would not be able to catch up with so much traffic，or that his family would not be satisfied。
　　On the evening of December 12，Chen Xiangdong personally visited the Gaotu Jiapin live broadcast.Radar Finance entered the live broadcast room at around 21:30 on the same day and found that the number of people online in the live broadcast room was over 10,000，while the number of people online in the Oriental Selection Live Room also showed 10,000 + during the same period.The popularity of the two was quite similar.In the comment section at the bottom left of the Gaotu Jiapin live broadcast，you can occasionally see netizens with Oriental Selection signs leaving comments and interacting。
　　Some analysts pointed out that in light of the current size of Oriental Selection，it is unrealistic to have Dong Yuhui complete all of his copywriting by himself.However，as a public company，Oriental Selections internal“conflict”should not be presented to the outside world in the form of this storm。
　　The company account is the main way for the team to communicate with the outside world，and their speeches often do not represent the editor himself.Therefore，starting from the perspective of gain or loss of interest，the official account should be extremely careful every time it makes a statement，and it is necessary to fully consider the consequences that may occur after making a clear statement.Judging from the subsequent development of a large number of netizens pouring into rival live broadcasts，this incident did have a certain negative impact on Oriental selection。
　　However，some Internet observers believe that the reason why Dong Yuhuis fans“climbed the wall”and entered the high-road live broadcast is because they think that the Oriental Selection statement“backstabs”Dong Yuhui，and their ultimate goal is to hope that the company will pay attention to Dong Yuhui。
　　The aforementioned source further pointed out that as the popularity and influence of leading anchors continues to expand，the target groups are also prone to phenomena similar to the dining-circle culture.For example，events such as the removal of Dong Yuhuis personal image that was originally printed on the product packaging，whether Dongfang Selection gave Dong Yuhui sufficient remuneration，and the recent rise of about 2,000 delivery accounts with Dong Yuhuis profile picture and name on Douyin all attracted many fans of Dong Yuhui to feel unhappy about him.And this may also be a hidden concern brought about by Oriental Selections success in turning over with Dong Yuhui，yet relying too much on Dong Yuhui。

03 Beyond the storm，Oriental selects All in live e-commerce
　　In addition to the“small essay”storm，Oriental Selection has gradually transformed into a completely self-operated and live e-commerce company.Going back to the past，the Oriental Selection，which used to be shown as“New Oriental Online，”actually used live streaming to stage the PlayerUnknowns Battlegrounds movie in the commercial sea。
　　At the end of 2021，Yu Minhongs decision to throw all his money away made live streaming delivery a new battleground in the companys desperate situation.However，as many people expected，the Oriental Selection did not improve during the initial period.It wasnt until Dong Yuhui and many other anchors left the ring in June of last year that the Oriental Selection was successfully rescued from the edge of the cliff。
　　Financial reports show that in fiscal year 2023（year ended May 31，2023），Dongfang Selecteds continuing operations and discontinued operations recorded a total revenue of 4.51 billion yuan，a 401.9% increase compared to the previous fiscal years revenue of 899 million yuan.In terms of profit，Dongfang Selection switched from a net loss of 534 million yuan in FY2022 to a net profit of 971 million yuan in FY2023，thus successfully staging a drama of turning a loss into a profit。
　　In fiscal year 2023，Oriental Selections total commodity transaction volume（GMV）for the whole year reached 10 billion yuan，more than double the previous years GMV of 4.8 billion yuan.Among them，GMV from Douyin accounted for the vast majority of GMV from Dongfang Selection.The number of orders paid by Oriental Selection on Douyin reached 136 million throughout the year，and the number of self-operated products exceeded 120.As of May 31，2023，the total number of proprietary products and live streaming teams of Oriental Selection reached 1103，of which the supply chain and product teams reached 346。
　　Radar Finances review revealed that in the second half of this year，the Oriental Selection，which is already gradually on the right track，is still frequently carrying out various actions.At the end of August，Oriental Selection officially“entered the market”，officially launched a live delivery campaign on the Taobao platform，and began to increase the path of multi-platform layout.In October，Oriental Selection also launched a paid membership service on its own app.Through an annual membership priced at 199 yuan，it provides users with various benefits，including 88% off 100 self-operated products and 12 non-self-operated product coupons a year（over 100 yuan minus 12 yuan）。
　　Not long ago，Oriental Selection also announced a major decision to the outside world.On November 21，Oriental Selection issued an announcement on the Hong Kong Stock Exchange stating that the board of directors approved the sale，that is，proposed the sale of education business to parent company New Oriental.This is another major move by Oriental Selection after the previous company name was changed from“New Oriental Online”to“Oriental Selection.”This means that Oriental Selection will no longer operate in the field of online education，but will become a dedicated self-operated product and live streaming business operator。
　　Oriental Selection said that the sale is part of the broader business restructuring of New Oriental Group.It aims to more clearly divide its business lines and better align its business divisions with the operating environment.Currently，the industries operated by the Group and New Oriental Group overlap，and their businesses are divided according to the delivery medium of their products/services.After the sale，the industries operated by the Group and New Oriental Group will be differentiated and different from each other。
　　Radar Finance learned that Oriental Selections education business includes two parts：university education and institutional client business.For the two years ending May 31，2023，Oriental Selections education business profit after tax was 1,299,000 yuan and 121 million yuan respectively.As of the end of September this year，the book value（net debt）of Oriental Selections education business was approximately RMB 153 million。
　　According to the announcement，the total price of the education business sold by Oriental Selection this time was RMB 1.5 billion，and payment was made in cash.Oriental Selection currently expects to record revenue of approximately $1,653 million.This amount is estimated from the total cost of the sale reduced by about $153 million in net debt for the education business.Oriental Selection intends to use the proceeds from the sale as general working capital and to develop the remaining business。
　　Some analysts pointed out that the business restructuring has enabled New Oriental groups to focus on their own independent and specific industries.As far as New Oriental Group is concerned，due to the blurred boundaries between online and offline education and the shift towards OMO learning and lifestyle，the deal allows it to focus more on the education industry； in the case of Oriental Selection，selling the education business can make it focus more on its own products and live streaming industry and allocate its resources to this industry，thus seeking greater financial returns for shareholders。
　　On December 10，Oriental Selection also officially launched cultural tourism products on its own app，while also starting simulcast interactions in Hainan，Yunnan，and Jilin.Although the relevant live broadcast was broadcast simultaneously on Douyins Oriental Selection World Live Room and the Oriental Selection App，Oriental Selection did not list any cultural tourism products on the Douyin Live Channel，so the Douyin Live Room had more of a draining effect。
　　During the live broadcast，the anchor reminds users from time to time to click on the link below to download the app to complete the order process.According to relevant data，on the first day of the launch of Oriental Selections cultural tourism products，the Oriental Selection Apps cultural tourism product sales exceeded 16 million yuan。
　　However，many people imagine that the anchor selected from the East will go on a group trip，but Im afraid it will not be realized for the time being.According to information，the cultural tourism products currently listed on the Oriental Selection App are basically in cooperation with third party suppliers.For example，the“France，Italy，and Switzerland 12 Day 10 Night Overseas Tour Package with a Group Tour”listed by Oriental Selection is offered by Zhuyuan International Travel Service Co.，Ltd.； the service provider for the“Dubai Abu Dhabi 6 Day 5 Night Fun Tour”is Perfect Vacation（Shenzhen）Co.，Ltd。
　　Despite the“ambition”of Oriental Selection，Yu Minhongs dream of building another“e-commerce empire”with his own app is no easy feat.After the“small essay”crisis，where will the Oriental selection go?
　　Editor/Corrine