After Dong Yu Hui's Exit: What's Left of Oriental Selection's Value?

The End of an Era: What Does Dong Yu Hui's Departure Mean for Oriental Selection?

After months of speculation and rumors, the news is finally out: Dong Yu Hui, the charismatic anchor behind Oriental Selection's meteoric rise, has officially parted ways with the company. This departure, coming just seven months after the launch of "Yu Hui Together," raises crucial questions about the future of Oriental Selection and its place in the ever-evolving landscape of live-commerce.

The Paradox of Oriental Selection:

While founder Yu Min Hong insists that Oriental Selection is not a typical MCN (Multi-Channel Network) agency, focusing instead on curating quality goods and building a brand around them, the company's core structure fundamentally relies on the principles of an MCN.

This paradox stems from Oriental Selection's reliance on individual IP (Intellectual Property), represented by Dong Yu Hui, as the driving force behind their success. While they initially attempted to differentiate themselves with a unique "non-MCN" model, focusing on employee well-being and fostering a sense of community, ultimately, the allure of financial incentives proved too strong for both sides.

The Value of Individuality:

Dong Yu Hui's departure highlights the inherent tension within MCN structures: individual talent often seeks greater autonomy and control over their earnings as they become more valuable assets. In Dong's case, he had established himself as a "cash cow," generating a significant portion of Oriental Selection's revenue through his engaging personality and ability to connect with audiences.

The "Yu Hui Together" venture was an attempt to address this conflict, offering Dong greater independence while still maintaining ties with the company. However, even with this arrangement, the fundamental imbalance of power remained. Dong Yu Hui's decision to fully sever ties underscores his desire for complete control over his brand and future endeavors.

The Future Uncertain:

Oriental Selection now faces a crucial crossroads. Can they rebuild their success without Dong Yu Hui? Will they revert to a more traditional MCN model, relying on external talent and sacrificing individuality in the process? Or can they find a new path, one that embraces innovation and empowers individual creators while still maintaining brand integrity?

The answers to these questions remain unclear. However, one thing is certain: Dong Yu Hui's departure marks a significant turning point for Oriental Selection, forcing them to confront their own limitations and reimagine their future in the dynamic world of live-commerce.