Dong Yuhui Appointed as Cultural Assistant to New Oriental Chairman and Vice President of New Oriental Cultural Tourism Group
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New Oriental Education & Technology Group
Board of Directors [2023] No. 1
Notice on the Appointment of Dong Yuhui to All Subsidiary Institutions
After deliberation by the Board of Directors, it has been decided to appoint Dong Yuhui as the Cultural Assistant to the Chairman of New Oriental Education & Technology Group and concurrently as the Vice President of New Oriental Cultural Tourism Group.
This notice shall take effect from the date of issuance.
At around 11:00 PM on December 17, Oriental Selection released a live-streaming preview poster, announcing that Dong Yuhui would conduct a live stream with Yu Minhong, the founder of New Oriental, at 20:00 on December 18.
The poster revealed that Dong Yuhui's role would change from "live-streaming sales host" to "Senior Partner of Oriental Selection." Previously, Yu Minhong stated during a live stream that Dong Yuhui would certainly have a say in the future.
According to Jiemian News, on December 17, Yu Minhong appeared at the 4th China Vocational Education Development Forum. Addressing the recent Oriental Selection incident, he said, "With the development of modern society, bosses must willingly work for their employees. When goals align, it becomes a partnership. If an employee is capable and has their own direction, and you don’t agree with that direction, then part ways amicably."
"Many people still act like big bosses, managing from a high-handed position. This might work for traditional companies, but it will definitely cause problems for modern companies," Yu Minhong concluded.
Yu Minhong believes that the issue with Oriental Selection stemmed from the management team's failure to adapt their thinking, using traditional methods to manage outstanding employees. While friendship could sustain it for a while, the traditional management model ultimately proved incompatible, inevitably leading to turbulence and changes.
"I later reflected on myself. I should have intervened more forcefully earlier, and the current lose-lose situation could have been avoided," Yu Minhong said.
Yu Minhong stated that the current situation was within his expectations, and it was bound to happen sooner or later. "As the chairman, I am a hands-off manager and prefer not to intervene in the issues among the younger employees, hoping they can resolve problems on their own."
Regarding the development path of the influencer model, Yu Minhong revealed that he had held numerous meetings with Oriental Selection's management, emphasizing: "Your business model must change, and your relationship with outstanding employees must improve. No matter how much I say, they don’t listen. They believe their management is seamless, and the younger generation doesn’t sense the underlying crisis. I do, but I can’t do anything about it."
"I have an influencer mindset—I am a major influencer myself. The reason I don’t ask New Oriental for money is because I hold equity in the company, and my interests are already secured," Yu Minhong further explained. "But for the hosts, gradual development is necessary, which requires retaining them through fair treatment and emotional bonds."
As of 7:00 AM on December 18, Dong Yuhui's account had 21.247 million followers, an increase of nearly 1 million from 20.249 million at 9:30 AM on the 17th. Meanwhile, Oriental Selection's account followers are gradually recovering, currently standing at 28.806 million.