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Livestream e-commerce platform, East Buy (东方甄选 dōngfāng zhēnxuǎn), fired its CEO after he made comments about a top influencer on the platform.
Sūn Dōngxù 孙东旭, the company’s sacked CEO, came under fire from angered fans when he backed a social media post insinuating the company’s star livestream seller, Dǒng Yǔhuī 董宇辉, was taking too much credit for the success of the company.
Known at the “little post incident” (小作文事件), it started with a comment on East Buy’s official account on 5 December:
We are a team! Every piece of content is teamwork, with the livestreamer in front of the camera, the copywriting team, the camera team, and the editing team behind the scenes. Everyone works together to produce the content for every special event.
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。
Over the following five days the company lost 2 million followers on its main social media platform, Douyin, and its Hong Kong stock price fell by more than 22%.
By the 10th of December, the company had made no apology or comment.
Dong decided not to turn up for a scheduled livestream on that day.
Sun Dongxu, the company CEO, tried to calm public opinion in a live broadcast on the 13th of December.
He affirmed Dong’s contribution, but also pointed out that he should not miss the live broadcast on the 10th. Sun also revealed Dong Yuhui’s income was tens of millions of yuan.
That made things worse.
By the 18th of December, East Buy said in a filing to the Hong Kong Stock Exchange that Sun’s mishandling of the incident hurt the firm’s brand and reputation, and Michael Yu 俞敏洪 Yú Mǐnhóng, the chairman and founder of the parent company New Oriental, would take over as CEO.
There was even an idiom-like four-character phrase invented to describe the saga:
It has become a foregone conclusion that "Sun will go and Dong will stay". Perhaps the question that Yu Minhong should stop and think about is: Is it really feasible to "de-Dong-Yuhui the brand"? [2]
“孙去董留”已成定局，或许俞敏洪应当停下来思考的问题是：“去董宇辉化”真的可行吗？ [2]
The “little post incident” illustrates the precarious balancing act livestream platforms have with their influencers.
Dong Yuhui is seen as the main person behind the success of East Buy. And criticism of him is a betrayal:
What people read from that post is not an objective description of the team's division of labour. Rather, they focus on who wrote it and what their motivation was, which leads to a suspicion that this is "killing the donkey when it's done its job".
After making great contributions, the hero is perceived to have achieved more than his master, so he is stabbed in the back by envious people who want to wipe out his contribution. This can easily spark outrage in Chinese society.
人们从这些话里读出来的，并不是对团队分工的客观描述，而是在分析和解读说话者的身份，这么说又出自什么动机，进而怀疑这是“卸磨杀驴”：当一个人立下汗马功劳之后，功高盖主，遭到嫉妒贤能的背刺，抹杀其贡献，在中国社会本来就极易引爆公众情绪。 [1]
As we prepared to publish this newsletter, it was announced that Dong has been made Vice President of East Buy.
So, that’s what we explore this week!
Favourite Five
1. 下课 xià kè
finish class; lose one's job
你的CEO，我觉得可以下课了 - I think your CEO should be fired. [1]
Related:
罢免 bà miǎn - dismiss, remove from office
丢饭碗 diū fàn wǎn - lose one's job, be fired
2. 卸磨杀驴 xiè mò shā lǘ
kill the donkey after it’s done its job
分析和解读说话者的身份，这么说又出自什么动机，进而怀疑这是“卸磨杀驴” - They focus on who wrote it and what their motivation was, which leads to a suspicion that this is "killing the donkey when it's done its job". [1]
3. 端水大师 duān shuǐ dà shī
a master of carrying water, someone who can skilfully balance the interest of all sides
就在一天之前，俞敏洪还一副端水大师的样子，试图平息这场舆论风波 - Just one day before, Yu Minhong still acted as if he had everything under control to calm the public opinion. [4]
Note: Internet slang phrase which evolved from the idiom, “balance a bowl of water” 一碗水端平.
4. 大厨效应 dà chú xiào yìng
the chef effect, significant impact or influence of a key figure
新东方创始人俞敏洪就在《我曾走在崩溃的边缘》一书中谈到过公司发展中的“大厨效应” - In the book "I Once Walked on the Edge of Collapse," New Oriental's founder Yu Minhong talks about the "chef effect" in the company's development. [1]
Note: A well-known saying, and Chinese entrepreneurial legend, attributed to Yu Minhong.
5. 泼天的富贵 pō tiān de fù guì
boundless wealth and prosperity
短短一周，东方甄选掉粉数百万，陈向东领导的高途佳品直播间确实迎来了“泼天的富贵” - Within just a week, East Buy had lost millions of followers who turned to Gaotu due to the scandal. The Gaotu livestream platform led by Chen Xiangdong indeed ushered in a sudden windfall in audience growth at the expense of its competitor. [3]
Note: One of the top internet buzzwords of 2023 - as discussed in last week’s newsletter! It translates as “a windfall in audience growth following the reputation crisis elsewhere”.
Consuming the Conversation
Useful words
6. 抹杀 mǒ shā
to obliterate, to play down, to deny the importance of
董宇辉不曾否认背后团队的功劳，为什么团队要抹杀他的功劳 - Dong Yuhui has never denied the team's contributions, so why does the team want to play down his achievements? [1]
7. 掉粉 diào fěn
lose followers (on social media)
连日来，东方甄选账号已掉粉200万，前五个交易日股价下跌超过22% - East Buy's account lost 2 million followers in just a few days, and the stock price dropped by over 22% in the first five trading days. [1]
8. 城府 chéng fǔ
shrewd, sophisticated
既没有突出的天赋和业务能力，也没有足够的城府和自控力 - He does not possess outstanding talent and professional skills, or shrewdness and self-control. [1]
Note: Often with a negative connotation
Related:
阴险 yīn xiǎn - sly, crafty
9. 亏待 kuī dài
treat unfairly, mistreat
待遇上俞老师今天下午也已经跟我聊了，请大家放心，不会亏待 - Yu Minhong and I had a chat about my salary this afternoon. Rest assured, I will have a fair deal. [2]
10. 汹涌 xiōng yǒng
surging, turbulent
关于近日东方甄选和董宇辉相关的汹涌舆情，俞敏洪作为大家长也对此做了一一回应 - Regarding the recent public outcry about East Buy and Dong Yuhui, Yu Minhong, as the chairman of the parent company, has responded to each issue one by one. [2]
Related:
汹汹 xiōng xiōng – rushing, surging
汹涌澎湃 xiōngyǒng péngpài – surging and billowing
11. 嫌隙 xián xì
misunderstanding, rift
与东方甄选规模一同变大的，还有头部主播与MCN之间无法避免的嫌隙 - As East Buy grows, the inevitable rift between top livestreamers and their MCN also widens. [4]
Note: MCN is “multi-channel network” from the English. The acronym is used in Chinese. Here is refers to East Buy.
Three-character phrases
12. 口水战 kǒu shuǐ zhàn
verbal battle, war of words
不管口水战走向如何，导致品牌方拿出更大优惠力度答谢消费者，这对广大网友来说就是好事 - Regardless of the outcome of the war of words, it is good news for the consumers as it has led the brand to offer more favorable discounts. [3]
Related:
争夺战 zhēng duó zhàn – battle for supremacy
13. 和稀泥 huò xī ní
to try to smooth things over
