除了体面分手，俞敏洪的选择不多|小白商业观

经济观察报07-26

陈白/文俞敏洪和董宇辉，最终还是走到了分道扬镳的这一步。在“小作文”事件发生将近8个月后，双方以一种和平的方式“分手”。君子绝交不出恶声，这也算是保留了作为读书人的体面和尊严。特别是对俞敏洪来说，在经历了饭圈文化将近一年的舆论拷打之后，他选择“送公司、送股份”的做法，无疑是对此前遭遇污名的最好回击。俞敏洪这一年来，承受了巨大的心理压力。这种压力对贾跃亭之流来说或许不值一提，甚至还可能被转化成为...

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Xiaobai's business outlook","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"09901":1,"EDU":0.6},"content_text":"陈白/文 俞敏洪和董宇辉，最终还是走到了分道扬镳的这一步。在“小作文”事件发生将近8个月后，双方以一种和平的方式“分手”。君子绝交不出恶声，这也算是保留了作为读书人的体面和尊严。特别是对俞敏洪来说，在经历了饭圈文化将近一年的舆论拷打之后，他选择“送公司、送股份”的做法，无疑是对此前遭遇污名的最好回击。俞敏洪这一年来，承受了巨大的心理压力。这种压力对贾跃亭之流来说或许不值一提，甚至还可能被转化成为动力。但显然，对俞敏洪这样一个还有些书生意气的企业家来说，被污名化有时候比破产打击还要大。在这种心理压力下，俞敏洪迫切需要为“俞敏洪”这一品牌正名。而一个最好的正名途径，就是像现在这样“扶上马、送一程”的体面分手。更为重要的是，小作文事件对东方甄选的商业价值已经产生了不可逆转的影响。不久之前，俞敏洪甚至还亲自下场“砸盘”——在物美集团创始人张文中的直播间里，俞敏洪对东方甄选只会喊“123上链接”的现状表达了诸多不满。事实也证明，失去头部IP的东方甄选群龙无首。也正因如此，就像小米需要雷军一样，东方甄选比以往任何时候都需要俞敏洪这个大IP逆风翻盘，重新占领流量的高地。因此，无论于公还是于私，俞敏洪其实并没有太多的选择。当然即便如此，也还是有人质疑，俞敏洪此举是否合规？新东方在美股上市、东方甄选在港股上市，但俞敏洪没有经过任何流程，就以远低于市场的价格把与辉同行转让给了董宇辉，这是否符合上市公司信息披露和关联交易应该走的流程？流程是否合规，我们有待东方甄选的进一步回答。但有两点是明确的，首先，与辉同行无法卖给除了董宇辉以外的任何人。因为无论是对东方甄选还是对与辉同行来说，董宇辉最大的价值就在于董宇辉这个IP本身，这也是为什么自从直播电商时代开始之后，台前的主播必须天然是这家公司实控人的原因所在。其次，哪怕董宇辉出了一个市场认为公平合适的对价，俞敏洪可能也无法选择，因为那样他洗刷东方甄选“污名”的诉求就无从谈起了。可以预期的是，他会重新被污名为眼里只有钱的“资本家”，长远看，这对东方甄选来说，更是毁灭性的打击。李子柒和其此前所在公司微念之间旷日持久的争斗，就是最好的前车之鉴。最终，李子柒这一本具有全球影响力的大IP陷入了沉寂，而微念公司也没有获得任何好处。所以，除了如今这条道路，俞敏洪和董宇辉其实没有其他选择。无论是出于个人感情还是商业利益，他们都必须走上这条体面分手的道路，才能避免两败俱伤的零和博弈。但回过头来说，层出不穷的类似争议，也给整个市场提出了一个新的问题——当超级个体、超级IP正在成为一个公司难以替代的核心资产，未来的资产定价和交易究竟应该如何进行？这个问题有待多方共同探索。但对于东方甄选和与辉同行来说，这场旷日持久的小作文战争，终于到此算是落下了帷幕。正如董宇辉在回应中所说，“脱离了港口的庇佑，与辉同行从今天开始，就要独自驶向辽阔海面了。未来不可预知，唯有全力以赴。”愿他们在未来各自的征程中能取得新的收获。（作者系资深媒体人）查看原图 292K","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"Shareholding Changes","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.26.2","shortVersion":"4.26.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2454346418"}