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2023-12-18

因董宇辉下载了抖音，因董宇辉了解了东方甄选并且下了单，也因董宇辉取关了东方甄选，转而关注了董宇辉个人账号，董宇辉和他的主播小伙伴把公司从破产边缘救了回来，而且在资本市场大放异彩，结果公司30周年庆竟然没有董宇辉一张门票，俞敏洪说是安排失误，如此大的活动出现如此低级的失误，看来东方甄选的管理的确太过混乱了，从此不再相信俞张口闭口的情怀，不再关注东方甄选，只关注董宇辉个人，希望董宇辉的粉丝量继续暴涨，等到哪天他离开东方甄选这个平台，身后还有自己这个更大的平台，可以自由讲书，给小朋友大朋友们传授知识，传递知识改变命运的力量！！！

东方甄选的坎，不只董宇辉一个

2021-08-12

$Root, Inc.(ROOT)$在哪里看财报啊？不是说11号盘后出吗？一直没找到，股价都跳崖了[捂脸]

2021-06-03

$AMC院线(AMC)$一桶爆米花会不会引发一场踩踏事件呢？拭目以待[暗中观察]

2021-06-02

$AMC院线(AMC)$牛🐮

2021-04-19

$Root, Inc.(ROOT)$真的要跌到9块去吗？

2021-04-06

$游戏驿站(GME)$看看这支信仰股还能撑多久[暗中观察]

2021-04-01

$老虎证券(TIGR)$昨天的暴力拉升难道是主力出逃？

2021-03-30

$游戏驿站(GME)$买买买，散户们变大户了[吃瓜]

2021-03-16

$游戏驿站(GME)$该撤了吧

2021-03-10

$游戏驿站(GME)$这只股票就是纳指的反向指标[强]

2021-03-10

$老虎证券(TIGR)$感觉最近还是会往下走，先空仓，观望吧[暗中观察]

2021-03-10

$游戏驿站(GME)$现在还敢追的都是勇士[强]

2021-02-26

$老虎证券(TIGR)$隔壁已经反弹了，老虎赶快醒醒

2021-02-24

$老虎证券(TIGR)$老虎应该可以抄底了吧，再跌我都不认识你了[笑哭]

2021-02-24

$RLX科技(RLX)$上市就是为了割韭菜吧

2021-02-18

$Synthetic Biologics Inc(SYN)$不是说今天出财报吗？难道是盘后？

2021-02-02

$老虎证券(TIGR)$老虎🐯终于睡醒了，肉眼可见的成长速度，加油哦[看涨] [看涨] [看涨]

2021-01-29

$SNDL 20210212 0.5 CALL(SNDL)$小赚一顿饭钱💰，走了

2021-01-27

$快手科技(01024)$额度太少了，对于账户余额不多的人来说，2倍融资去打新快手就只有贡献门票的份儿了，根本打不到[汗颜]

2020-11-30

$英伟达(NVDA)$今晚什么情况啊？

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08:45","market":"hk","language":"zh","title":"东方甄选的坎，不只董宇辉一个","url":"https://stock-news.laohu8.com/highlight/detail?id=2392600819","media":"远川研究所","summary":"必须做出的挽留","content":"<html><head></head><body><p><a href=\"https://laohu8.com/S/01797\">东方甄选</a>和董宇辉向普通人演示了一把，最昂贵的小作文远不止一字千金。</p><p>短短700个字引发的风波，不仅能干掉一个上市公司的CEO，还能干掉70亿港元市值。截至12月15日收盘，东方甄选股价在五个交易日内累计跌幅21.99%。</p><p>12月16日早上，东方甄选董事会用一纸文件宣布了CEO孙东旭下台。紧接着晚上七点，俞敏洪在直播间里明确站了队，说孙东旭管理上有重大失误：<strong>“未来东方甄选事业发展决策上，董宇辉是一定会有话语权的。”</strong></p><p>这场全网吃瓜的连续剧总算稍微落定。我们可以用一张图稍作回顾整件事是如何发展至今的：</p><p><img src=\"https://static.tigerbbs.com/b73fafbd572843b99ecfda2ab39b0a21\" alt=\"\"/>复杂的过程，连续的反转，很容易让人忽视最初的导火索居然是小作文的原创权归属——这也太知识分子了。</p><p>从教培到电商，董宇辉是<a href=\"https://laohu8.com/S/EDU\">新东方</a>转型路上的大功臣。这位年轻的英语老师凭借口才与知识出圈，在社交平台上影响力比肩俞敏洪本人。</p><p>但相比李佳琦“美One合伙人”、薇娅“谦寻创始人”的耀眼头衔，董宇辉的个人介绍相当朴素：“曾经是老师，现在是售货员”。</p><p>始终以打工人面貌出现，如今又被抢功劳的董宇辉，在粉丝看来已经早已受到太多位不配德的亏欠。董宇辉哽咽表示“不会走”的昨夜，一边是狂掉粉近250万人的东方甄选官方直播间，一边是涨粉1000万的董宇辉个人账号。</p><p>电商公司和当家主播之间剪不断理还乱的关系，在粉丝们的欢呼声中静静飘荡着。</p><p><strong>天降彩券</strong></p><p>董宇辉成为东方甄选直播间的主心骨，有赖天时地利人和。</p><p>教培转型直播电商后，东方甄选直播间一直非常冷清。俞敏洪首播拿下500余万销售额后，流量很快就断崖式下降。</p><p>他曾在个人公众号透露每天销售额“少得可怜”。14场直播带货，平均每场销售额仅为13.2万元，不及李佳琦播一个小时的零头。</p><p>最有知名度的老板尚且难开张，更别说手下青涩的英语老师了。董宇辉和Yoyo的直播间一度只有5、6名观众，其中4人还是悄悄捧场的父母。</p><p>有一次董宇辉从凌晨1点到7点通宵直播，他从哲学讲到艺术，从莫扎特讲到柏拉图，好不容易为直播间拉来一千四百名观众，“但就是卖不出去东西，说什么都没有人理我”。</p><p>转机发生在2022年6月10日，董宇辉的双语直播带货突然走红。边在白板上写英语知识点，边介绍牛排的片段，瞬间火遍全网。</p><p>没有比这更凑巧的时机了。当时薇娅消失，罗永浩退网，李佳琦停播，辛巴陷入假货风波。阴差阳错间，所有大主播集体缺席2022年618大促，全网流量都在等待一个新头部。</p><p>平台也有额外的考量，2022年上半年，抖音电商的净推荐值（一个用于衡量用户体验的指标）处于负值[5]，扭负为正成为首要目标。</p><p>于是在充斥“家人们、宝宝们、老铁们”以及高喊“321上链接”的直播界，拿着白板上网课的东方甄选，迅速迎来了澎湃流量的倾注。</p><p>十天之内，东方甄选粉丝数翻了10倍，带货超3.4亿，带动新东方在线股价大涨超300%。俞敏洪给董宇辉发来了私信，“代表新东方向你表示感谢”。</p><p><img src=\"https://static.tigerbbs.com/2eeffb3bd4504308abec4a0f26b122ef\" alt=\"\"/>面对董宇辉带来的泼天流量，东方甄选又一次站在了新的岔路口。头部主播/机构依靠直播做大后，一般有两条路线可以走：</p><p>1）走MCN路线，用坑位费和广告赚品牌商家的钱。比如选品基地有30个篮球场大的薇娅。</p><p>2）走零售商路线，慢慢用自营品牌代替第三方品牌。比如自己找厂家做9.9元卫生纸，上线“小杨甄选”品牌的小杨哥和“辛选”的辛巴。</p><p>很显然，俞敏洪选了后者。</p><p><strong>路线问题</strong></p><p>创立东方甄选之初，俞敏洪就明确过自己的规划：</p><p>“新东方在线的未来，会转型为以<a href=\"https://laohu8.com/S/000061\">农产品</a>筛选和销售为核心的电商平台，为全国农民提供产品增值服务，做链接农民和消费者的值得信赖的平台[1]”。</p><p>隐含意味非常明显，东方甄选放弃了MCN路线。从其“代销+自营”的模式也可以看出来，俞敏洪的规划是照搬一个线上版的山姆或Costco。</p><p>代销指售卖其他品牌的商品。在这方面，东方甄选的选品招商流程，与其他直播带货团队没有太多差别。</p><p>自营则可以理解为东方甄选贴牌销售。东方甄选打造自身品牌，用包销方式选品采购，再在直播间卖出去。</p><p>从今年三月份开始，东方甄选开始加速上新自营品牌产品。背后原因并不复杂，自营品类的毛利率高达20%，比代销商品整整高出了10%。</p><p>在实际运作过程中，部分畅销的代销产品如每日坚果、牛肉丸、黄鱼酥等，后续也都被东方甄选贴上了自己的品牌。</p><p>在2023上半财年，自营产品给东方甄选贡献了近半数收入。到目前，东方甄选已经打造了200款自营商品。</p><p><img src=\"https://static.tigerbbs.com/3255e5188265473d9f3200a8c58eaa22\" alt=\"\"/>观察东方甄选有一个重要的前提：它不是小杨哥和辛巴这类被选中的草根，而是一家股价从199块跌到8块的上市公司。</p><p>作为上市公司，是学3000亿美元的Costco，还是学张大奕的<a href=\"https://laohu8.com/S/RUHN\">如涵控股</a>（已退市），并不难选。</p><p>这种发展规划也构成了东方甄选一系列经营决策：比如不能依赖单一的抖音平台。这也是为什么东方甄选在第一时间就做了App，销售自营商品为主。</p><p>俞敏洪曾在个人公众号解释道：基于外部平台建立起来的商业模式，有很强的脆弱性。</p><p>当时，在商战和抢公章上颇有造诣的李国庆曾锐评东方甄选做自有App：“要不是俞敏洪，要不是董宇辉，我真得笑话你”。</p><p>2023年10月，东方甄选朝山姆的方向更进一步，基于自有App推出“甄选会员”，定价199元/年，其中包含了百款自营产品88折等多项权益。</p><p>一系列布局的意图很明显：一方面脱离短视频平台的束缚，另一方面逐渐弱化直播的作用，把复购留在东方甄选App里。</p><p>山姆和Costco这类零售商能够用自有品牌代替第三方品牌，核心有两点：一是精简SKU，用低成本的供应链换来低价；二是利用自己的市场份额，倒逼供应链降低成本。</p><p>也就是说，山姆和Costco成功的前提是，自己是一个话语权非常大的零售渠道，才能用规模降低成本。</p><p>但在东方甄选，扮演这个角色的不是东方甄选App，而是董宇辉本人。</p><p>这就使得董宇辉的影响力，在东方甄选的战略里变的有些尴尬。</p><p><strong>无奈的挽留</strong></p><p>直播界广为流传一个段子：当一个头部能担起一间MCN公司的营收，MCN老板就只能把她娶了。</p><p>无论是翻车还是跳车，公司业务都有化为乌有的巨大风险。直播界无数前车之鉴也证明，《婚姻法》是比《合同法》更牢靠的保险。正面例子是薇娅和董海峰这对前后台分工明确的夫妻档，反面典型是打官司打到停更的李子柒。</p><p>大小杨哥牢牢控制着三只羊，辛有志也是辛选唯一的老板。交个朋友的大股东李钧非亲非故，但也是和罗永浩爬过雪山趟过草地的老革命了。</p><p>大多数公司里，CEO都更愿意给诸葛亮配个周瑜而非刘禅，当过《中国合伙人》人物原型的俞敏洪自然清楚。</p><p><strong>东方甄选有心做中国山姆，但难以忽视董宇辉始终鹤立鸡群。</strong></p><p>因此这两年来，东方甄选在董宇辉等早期主播外，陆续培养了乐乐、天权、超凤、大琪 、彤彤、韬韬等一众新主播。</p><p><img src=\"https://static.tigerbbs.com/9d56fdc0e0b34d5ba2769499d46c2ef6\" alt=\"\"/>同时，东方甄选在自营品牌的运营上，也在一点点“去董化”。东方甄选图书号曾去掉“宇辉力推”的标签，东方甄选自营牛排产品上的董宇辉形象也消失了。</p><p>东方甄选最想看到的情况，一是各大主播影响力难分伯仲，达到“你不播有的是人播”的效果；二是直播间的定位无限趋近引流，最终引导用户在App上实现日常复购。</p><p>可惜无论是顿顿、YOYO等老主播，还是大力培养的新主播，影响力都难以匹敌董宇辉。而刚套现两亿港币的前CEO孙东旭在直播间怒喷饭圈文化后，也证明了大家买东西认的是董宇辉而非东方甄选。</p><p><a href=\"https://laohu8.com/S/GOTU\">高途</a>佳品是另一个从教育转行电商的公司，一直默默无闻，直播间观众甚至只有个位数。小作文事件后，众多顶着董宇辉橙色粉丝灯牌的“丈母娘们”涌入了高途佳品的直播间，为它数日涨粉百万。</p><p>直播电商的头部困局，东方甄选终究难以越过。</p><p>首先，直播电商的核心就是规模倒逼成本，艳冠群芳的大主播几乎是一种必然选择，百花齐放反而是违背商业逻辑的。</p><p>其次，主播出头确实是门玄学。微念没能找到第二个李子柒；淘宝没有下一个李佳琦；即便是与薇娅形影不离的助播琦儿，也未能带领”蜜蜂惊喜社”复刻薇娅的成功。</p><p>在董宇辉身上也重复着这一点：数据显示，单是今年3月，凡是有董宇辉出场的直播GMV均值为1745万，比平时增益高达35.8%[6]。</p><p>印证了业界的那句俗语，“小火能靠捧，大火则靠命”。</p><p>正如前文所说，东方甄选是家上市公司，它的目标是不断降低公司经营的风险敞口，把自己包装成资本市场的抢手货。</p><p>但持股机构用70亿港币的跌幅告诉俞老师，<strong>董宇辉就是东方甄选的核心资产</strong>。从这个角度看，孙东旭在直播间激情发言，就像<a href=\"https://laohu8.com/S/TSM\">台积电</a>董事长带头打砸光刻机。</p><p>于是，东方甄选只能放下未竟的执着。在16日晚的直播中，俞敏洪以“小头爸爸”、“大头儿子”来形容自己和董宇辉的关系，孙东旭则成了他口中的“小兄弟”。</p><p>在这场直播里，俞敏洪说了一句很耐人寻味的话：</p><p>“我认为原来的东方甄选的平台对宇辉是不公平的，一定程度上限制了他的发展。未来在东方甄选的事业发展上、决策上，董宇辉是一定会有话语权的。”</p><p><strong>尾声</strong></p><p>2022年知名娱乐公司乐华上市，粉丝们认真钻研了一番IPO，发现王一博给公司贡献了超过六成收入。乐华老板的微博沦陷，粉丝们整齐划一地呼吁：“对王一博好一点。”</p><p>走红之初，新东方在线CFO尹强曾如此解释公司远超同行的利润率：</p><p>“第一，我们确实没有买流量，相比于其他的直播带货公司，我们省了市场费用的钱；</p><p>第二，我们又不是MCN公司，也没有给主播进行分成。我们这两块成本非常低，或者说几乎没有。”</p><p>相比传统夫妻搭档的传统MCN，领普通工资的董宇辉和一众英语老师们，让当时的资本市场看到了直播带货的另一个可能。</p><p>尽管随后分派股份的举动表明，东方甄选愿意为留住主播付出更大的成本——肯定比董明珠大方。但显然，粉丝们认为董宇辉值得更多。</p><p><img src=\"https://static.tigerbbs.com/e9dfc14da7c542b7a96ecee9bbc2e19b\" alt=\"\"/>这个毕业自名牌大学，从英语讲师变成带货主播的年轻人，身上承载了太过广泛的感情投射。</p><p>在他身上，年纪大的“丈母娘们”看到了农村孩子奋斗立足的艰苦历程；中年人看到了时代大潮下被迫转型后，始终与诗词文学作伴的自尊自矜；年轻人的共鸣更直白，他们想到了那个996但永远徘徊在公司边缘的自己。</p><p>当老牌教育公司被推向一个由流量、粉丝和全民舆论组成的陌生旷野，习惯了教书育人的东方甄选也被上了昂贵的一课：<strong>不要在直播间里教观众追星。</strong></p></body></html>","source":"lsy1585097861883","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>东方甄选的坎，不只董宇辉一个</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n东方甄选的坎，不只董宇辉一个\n</h2>\n\n<h4 class=\"meta\">\n\n\n2023-12-18 08:45 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s?__biz=MzIwMDY2NTgwMA==&mid=2247518840&idx=1&sn=890b2587eac865757fbfb968cfffe136&chksm=975d55b4efef050e12a40dee94ec6830379a8bb66eaf4330dec593d8d8cbf73137e6ea32cf6e&scene=0&xtrack=1#rd><strong>远川研究所</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>东方甄选和董宇辉向普通人演示了一把，最昂贵的小作文远不止一字千金。短短700个字引发的风波，不仅能干掉一个上市公司的CEO，还能干掉70亿港元市值。截至12月15日收盘，东方甄选股价在五个交易日内累计跌幅21.99%。12月16日早上，东方甄选董事会用一纸文件宣布了CEO孙东旭下台。紧接着晚上七点，俞敏洪在直播间里明确站了队，说孙东旭管理上有重大失误：“未来东方甄选事业发展决策上，董宇辉是一定会有...</p>\n\n<a href=\"https://mp.weixin.qq.com/s?__biz=MzIwMDY2NTgwMA==&mid=2247518840&idx=1&sn=890b2587eac865757fbfb968cfffe136&chksm=975d55b4efef050e12a40dee94ec6830379a8bb66eaf4330dec593d8d8cbf73137e6ea32cf6e&scene=0&xtrack=1#rd\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b5287ea2f6ceaa5ae902e65dd33ee2e5","relate_stocks":{"BK1228":"教育服务","BK1596":"K12教育","BK1516":"腾讯概念","01797":"东方甄选","BK1519":"在线教育"},"source_url":"https://mp.weixin.qq.com/s?__biz=MzIwMDY2NTgwMA==&mid=2247518840&idx=1&sn=890b2587eac865757fbfb968cfffe136&chksm=975d55b4efef050e12a40dee94ec6830379a8bb66eaf4330dec593d8d8cbf73137e6ea32cf6e&scene=0&xtrack=1#rd","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2392600819","content_text":"东方甄选和董宇辉向普通人演示了一把，最昂贵的小作文远不止一字千金。短短700个字引发的风波，不仅能干掉一个上市公司的CEO，还能干掉70亿港元市值。截至12月15日收盘，东方甄选股价在五个交易日内累计跌幅21.99%。12月16日早上，东方甄选董事会用一纸文件宣布了CEO孙东旭下台。紧接着晚上七点，俞敏洪在直播间里明确站了队，说孙东旭管理上有重大失误：“未来东方甄选事业发展决策上，董宇辉是一定会有话语权的。”这场全网吃瓜的连续剧总算稍微落定。我们可以用一张图稍作回顾整件事是如何发展至今的：复杂的过程，连续的反转，很容易让人忽视最初的导火索居然是小作文的原创权归属——这也太知识分子了。从教培到电商，董宇辉是新东方转型路上的大功臣。这位年轻的英语老师凭借口才与知识出圈，在社交平台上影响力比肩俞敏洪本人。但相比李佳琦“美One合伙人”、薇娅“谦寻创始人”的耀眼头衔，董宇辉的个人介绍相当朴素：“曾经是老师，现在是售货员”。始终以打工人面貌出现，如今又被抢功劳的董宇辉，在粉丝看来已经早已受到太多位不配德的亏欠。董宇辉哽咽表示“不会走”的昨夜，一边是狂掉粉近250万人的东方甄选官方直播间，一边是涨粉1000万的董宇辉个人账号。电商公司和当家主播之间剪不断理还乱的关系，在粉丝们的欢呼声中静静飘荡着。天降彩券董宇辉成为东方甄选直播间的主心骨，有赖天时地利人和。教培转型直播电商后，东方甄选直播间一直非常冷清。俞敏洪首播拿下500余万销售额后，流量很快就断崖式下降。他曾在个人公众号透露每天销售额“少得可怜”。14场直播带货，平均每场销售额仅为13.2万元，不及李佳琦播一个小时的零头。最有知名度的老板尚且难开张，更别说手下青涩的英语老师了。董宇辉和Yoyo的直播间一度只有5、6名观众，其中4人还是悄悄捧场的父母。有一次董宇辉从凌晨1点到7点通宵直播，他从哲学讲到艺术，从莫扎特讲到柏拉图，好不容易为直播间拉来一千四百名观众，“但就是卖不出去东西，说什么都没有人理我”。转机发生在2022年6月10日，董宇辉的双语直播带货突然走红。边在白板上写英语知识点，边介绍牛排的片段，瞬间火遍全网。没有比这更凑巧的时机了。当时薇娅消失，罗永浩退网，李佳琦停播，辛巴陷入假货风波。阴差阳错间，所有大主播集体缺席2022年618大促，全网流量都在等待一个新头部。平台也有额外的考量，2022年上半年，抖音电商的净推荐值（一个用于衡量用户体验的指标）处于负值[5]，扭负为正成为首要目标。于是在充斥“家人们、宝宝们、老铁们”以及高喊“321上链接”的直播界，拿着白板上网课的东方甄选，迅速迎来了澎湃流量的倾注。十天之内，东方甄选粉丝数翻了10倍，带货超3.4亿，带动新东方在线股价大涨超300%。俞敏洪给董宇辉发来了私信，“代表新东方向你表示感谢”。面对董宇辉带来的泼天流量，东方甄选又一次站在了新的岔路口。头部主播/机构依靠直播做大后，一般有两条路线可以走：1）走MCN路线，用坑位费和广告赚品牌商家的钱。比如选品基地有30个篮球场大的薇娅。2）走零售商路线，慢慢用自营品牌代替第三方品牌。比如自己找厂家做9.9元卫生纸，上线“小杨甄选”品牌的小杨哥和“辛选”的辛巴。很显然，俞敏洪选了后者。路线问题创立东方甄选之初，俞敏洪就明确过自己的规划：“新东方在线的未来，会转型为以农产品筛选和销售为核心的电商平台，为全国农民提供产品增值服务，做链接农民和消费者的值得信赖的平台[1]”。隐含意味非常明显，东方甄选放弃了MCN路线。从其“代销+自营”的模式也可以看出来，俞敏洪的规划是照搬一个线上版的山姆或Costco。代销指售卖其他品牌的商品。在这方面，东方甄选的选品招商流程，与其他直播带货团队没有太多差别。自营则可以理解为东方甄选贴牌销售。东方甄选打造自身品牌，用包销方式选品采购，再在直播间卖出去。从今年三月份开始，东方甄选开始加速上新自营品牌产品。背后原因并不复杂，自营品类的毛利率高达20%，比代销商品整整高出了10%。在实际运作过程中，部分畅销的代销产品如每日坚果、牛肉丸、黄鱼酥等，后续也都被东方甄选贴上了自己的品牌。在2023上半财年，自营产品给东方甄选贡献了近半数收入。到目前，东方甄选已经打造了200款自营商品。观察东方甄选有一个重要的前提：它不是小杨哥和辛巴这类被选中的草根，而是一家股价从199块跌到8块的上市公司。作为上市公司，是学3000亿美元的Costco，还是学张大奕的如涵控股（已退市），并不难选。这种发展规划也构成了东方甄选一系列经营决策：比如不能依赖单一的抖音平台。这也是为什么东方甄选在第一时间就做了App，销售自营商品为主。俞敏洪曾在个人公众号解释道：基于外部平台建立起来的商业模式，有很强的脆弱性。当时，在商战和抢公章上颇有造诣的李国庆曾锐评东方甄选做自有App：“要不是俞敏洪，要不是董宇辉，我真得笑话你”。2023年10月，东方甄选朝山姆的方向更进一步，基于自有App推出“甄选会员”，定价199元/年，其中包含了百款自营产品88折等多项权益。一系列布局的意图很明显：一方面脱离短视频平台的束缚，另一方面逐渐弱化直播的作用，把复购留在东方甄选App里。山姆和Costco这类零售商能够用自有品牌代替第三方品牌，核心有两点：一是精简SKU，用低成本的供应链换来低价；二是利用自己的市场份额，倒逼供应链降低成本。也就是说，山姆和Costco成功的前提是，自己是一个话语权非常大的零售渠道，才能用规模降低成本。但在东方甄选，扮演这个角色的不是东方甄选App，而是董宇辉本人。这就使得董宇辉的影响力，在东方甄选的战略里变的有些尴尬。无奈的挽留直播界广为流传一个段子：当一个头部能担起一间MCN公司的营收，MCN老板就只能把她娶了。无论是翻车还是跳车，公司业务都有化为乌有的巨大风险。直播界无数前车之鉴也证明，《婚姻法》是比《合同法》更牢靠的保险。正面例子是薇娅和董海峰这对前后台分工明确的夫妻档，反面典型是打官司打到停更的李子柒。大小杨哥牢牢控制着三只羊，辛有志也是辛选唯一的老板。交个朋友的大股东李钧非亲非故，但也是和罗永浩爬过雪山趟过草地的老革命了。大多数公司里，CEO都更愿意给诸葛亮配个周瑜而非刘禅，当过《中国合伙人》人物原型的俞敏洪自然清楚。东方甄选有心做中国山姆，但难以忽视董宇辉始终鹤立鸡群。因此这两年来，东方甄选在董宇辉等早期主播外，陆续培养了乐乐、天权、超凤、大琪 、彤彤、韬韬等一众新主播。同时，东方甄选在自营品牌的运营上，也在一点点“去董化”。东方甄选图书号曾去掉“宇辉力推”的标签，东方甄选自营牛排产品上的董宇辉形象也消失了。东方甄选最想看到的情况，一是各大主播影响力难分伯仲，达到“你不播有的是人播”的效果；二是直播间的定位无限趋近引流，最终引导用户在App上实现日常复购。可惜无论是顿顿、YOYO等老主播，还是大力培养的新主播，影响力都难以匹敌董宇辉。而刚套现两亿港币的前CEO孙东旭在直播间怒喷饭圈文化后，也证明了大家买东西认的是董宇辉而非东方甄选。高途佳品是另一个从教育转行电商的公司，一直默默无闻，直播间观众甚至只有个位数。小作文事件后，众多顶着董宇辉橙色粉丝灯牌的“丈母娘们”涌入了高途佳品的直播间，为它数日涨粉百万。直播电商的头部困局，东方甄选终究难以越过。首先，直播电商的核心就是规模倒逼成本，艳冠群芳的大主播几乎是一种必然选择，百花齐放反而是违背商业逻辑的。其次，主播出头确实是门玄学。微念没能找到第二个李子柒；淘宝没有下一个李佳琦；即便是与薇娅形影不离的助播琦儿，也未能带领”蜜蜂惊喜社”复刻薇娅的成功。在董宇辉身上也重复着这一点：数据显示，单是今年3月，凡是有董宇辉出场的直播GMV均值为1745万，比平时增益高达35.8%[6]。印证了业界的那句俗语，“小火能靠捧，大火则靠命”。正如前文所说，东方甄选是家上市公司，它的目标是不断降低公司经营的风险敞口，把自己包装成资本市场的抢手货。但持股机构用70亿港币的跌幅告诉俞老师，董宇辉就是东方甄选的核心资产。从这个角度看，孙东旭在直播间激情发言，就像台积电董事长带头打砸光刻机。于是，东方甄选只能放下未竟的执着。在16日晚的直播中，俞敏洪以“小头爸爸”、“大头儿子”来形容自己和董宇辉的关系，孙东旭则成了他口中的“小兄弟”。在这场直播里，俞敏洪说了一句很耐人寻味的话：“我认为原来的东方甄选的平台对宇辉是不公平的，一定程度上限制了他的发展。未来在东方甄选的事业发展上、决策上，董宇辉是一定会有话语权的。”尾声2022年知名娱乐公司乐华上市，粉丝们认真钻研了一番IPO，发现王一博给公司贡献了超过六成收入。乐华老板的微博沦陷，粉丝们整齐划一地呼吁：“对王一博好一点。”走红之初，新东方在线CFO尹强曾如此解释公司远超同行的利润率：“第一，我们确实没有买流量，相比于其他的直播带货公司，我们省了市场费用的钱；第二，我们又不是MCN公司，也没有给主播进行分成。我们这两块成本非常低，或者说几乎没有。”相比传统夫妻搭档的传统MCN，领普通工资的董宇辉和一众英语老师们，让当时的资本市场看到了直播带货的另一个可能。尽管随后分派股份的举动表明，东方甄选愿意为留住主播付出更大的成本——肯定比董明珠大方。但显然，粉丝们认为董宇辉值得更多。这个毕业自名牌大学，从英语讲师变成带货主播的年轻人，身上承载了太过广泛的感情投射。在他身上，年纪大的“丈母娘们”看到了农村孩子奋斗立足的艰苦历程；中年人看到了时代大潮下被迫转型后，始终与诗词文学作伴的自尊自矜；年轻人的共鸣更直白，他们想到了那个996但永远徘徊在公司边缘的自己。当老牌教育公司被推向一个由流量、粉丝和全民舆论组成的陌生旷野，习惯了教书育人的东方甄选也被上了昂贵的一课：不要在直播间里教观众追星。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1486,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":894037727,"gmtCreate":1628777328669,"gmtModify":1628777328669,"author":{"id":"3506707538008949","authorId":"3506707538008949","name":"ssssw","avatar":"https://static.tigerbbs.com/ac8bbb43f223e58c77d3a9dee42cb0bc","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3506707538008949","authorIdStr":"3506707538008949"},"themes":[],"htmlText":"<a 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