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East Buy, a subsidiary of private tutoring giant New Oriental that successfully transitioned to a live-streaming e-commerce company, removed Sun Dongxu as its executive director and CEO, and named New Oriental's founder Yu Minhong as its chief executive.
新东方由教育公司成功转型为直播电商公司，其旗下的东方甄选免除了孙东旭的执行董事兼首席执行官职务，并任命新东方创始人俞敏洪为首席执行官。
The appointment, which was confirmed by the Hong Kong Stock Exchange late on Sunday, came after a dispute involving the company's most influential livestreamer, Dong Yuhui, intensified last week, leading the Hong Kong-listed company to suffer billion-yuan losses on the stock market within days.
香港交易所于周日（12月17日）晚间证实了这一人事变动。此前，新东方与其头牌主播董宇辉的纠纷愈演愈烈，导致新东方的股票市值在几天内蒸发数十亿元人民币。
Industry experts said it is time for companies to reevaluate their star-oriented business model and strengthen internal management, in order to drive the country's burgeoning livestreaming e-commerce sector to be more rational and healthier.
业内人士认为，企业应该重新评估明星主导的商业模式，加强内部管理，推动中国的直播电商行业朝着更加理性、健康的方向发展。
Dong, who was formerly an English teacher at New Oriental Group, went viral as a livestreamer in June last year thanks to his insightful and humorous hosting style. He soon amassed a huge number of followers, who bought products from East Buy just because of him. His followers on Chinese short-video platform Douyin hit a staggering 20 million as of Sunday.
董宇辉曾是新东方集团的英语老师，去年6月，凭借富深入浅出、幽默风趣的主持风格，他以网络主播的身份走红。他很快就聚集起庞大的粉丝群体，粉丝们因为他而购买东方甄选的产品。截至周日，他在短视频平台抖音上的粉丝数量已经达到了2000万之高。
The latest dispute started after the editorial team of East Buy said on Dec 6 that the script used by Dong during livestreaming was written by the team and not by the star alone. It quickly prompted a group of online shoppers and many of Dong's fans to question the company for taking credit for his work and longtime efforts.
本次纷争始于12月6日，东方甄选的编辑团队表示，董宇辉在直播中的台词是由团队攥写的，而不是他自己。这很快让一些直播购物消费者和董宇辉的粉丝质疑新东方不认可董宇辉工作和长期努力。
On Tuesday, Sun Dongxu, then CEO of East Buy, said in a livestream that neither the editorial team nor Dong had behaved appropriately, adding that Dong is treated well by the company and draws a steep annual salary.
周二，时任东方甄选首席执行官的孙东旭在一次直播中表示，编辑团队和董宇辉的行为都欠妥，并补充说董宇辉在公司的待遇良好，年薪不菲。
Sun also condemned the "fandom culture", noting that netizens often attack a company because of their idol. He triggered a wave of anger among netizens with his remarks and aggressive approach during the livestream, including hurling his cellphone onto a table.
孙东旭还谴责“粉丝文化”，指出粉丝们经常因为他们的偶像而攻击其公司。他在直播中言论激烈，咄咄逼人，还将将手机摔在桌上，引起网友们的不满。
Many netizens said they felt offended by Sun's behavior. They said they felt like employees being rebuked by their boss, instead of being respected as consumers.
许多网友表示，孙东旭的行为冒犯了他们，让他们觉得自己像是被老板斥责的员工，而没有受到消费者该有的尊重。
Later, both Sun and Yu, the founder of New Oriental, as well as Dong, apologized for the incident and clarified that the script used for the livestream was written by both the editorial team and Dong.
后来，孙东旭、新东方创始人俞敏洪，以及董宇辉都为此事道歉，并澄清直播使用的台词是编辑组和董宇辉共同攥写的。
However, this didn't stop the stock price of the Beijing-based company from plunging to HK$26.25 ($3.69) per share on Friday from HK$32.75 on Dec 6. The number of followers on Easy Buy's Douyin account was 28 million as of Sunday, a significant drop from over 31 million a week ago.
然而，新东方股价的下跌仍然没有停止，从12月6日的32.75港元暴跌至周五（12月15日）的每股26.25港元（3.69美元）。截至周日，东方甄选抖音账号的粉丝数量为2800万，远低于一周前的3100余万。
Zhang Yi, chief analyst at market consultancy iiMedia Research, said, "The incident is basically an internal strife over making a balanced profit distribution between leading live-streamers and companies or MCN (multichannel network) agencies that manage livestreamers."
艾媒咨询CEO兼首席分析师张毅表示，“这起事件本质上是一场内部冲突，即在头牌主播与其管理主播公司（MCN）之间利润分配的问题。”
The East Buy case is not a stray incident, Zhang said, adding that many livestreaming e-commerce companies are star-oriented and rely hugely on a top livestreamer to attract customers and make profits, as can be seen from the emergence of Li Jiaqi, a top beauty and cosmetics livestreamer well-known as "lipstick king".
张毅说，此次东方甄选的风波并非偶然事件，许多直播电商公司都是以流量主播为导向，特别是头部主播，以此来吸引客户和盈利。有“口红王子”之称的李佳琦是美妆产品直播行业的头号主播，他也曾卷入类似的纠葛。
Livestreaming has become deeply entrenched in people's lives in the country over the past years. Data from iiMedia Research showed that the market scale of China's live-streaming e-commerce sector reached 1.43 trillion yuan ($200 billion) last year, up 19.5 percent year-on-year.
过去几年，直播已经成为中国人民日常生活的重要组成部分。艾媒咨询的数据显示，去年中国直播电商行业的市场规模达到1.43万亿元人民币（2000亿美元），同比增长19.5%。
On Saturday night, Yu and Dong appeared in a livestream in order to prevent the incident's impact from further spilling over. Yu admitted that East Buy had been plunged into "chaos", and removing Sun from his current position was due to a series of mistakes he made while performing his management duties.
周六晚上，俞敏洪和董宇辉“合体”直播，以防止事态进一步恶化。俞敏洪承认，东方甄选内部已经陷入“混乱”，撤销孙东旭当前的职务是出于他在履行管理职责时犯下一系列错误的考虑。
"Sun will continue to work in other positions in New Oriental," Yu said, emphasizing that Dong had never been asked to leave.
“孙东旭将继续在新东方的其他职位上工作，”俞敏洪表示，并强调从未要求董宇辉离职。
There were rumors in the market that Dong was being courted by other livestreaming e-commerce companies and some tech giants.
市场上有传言称，其他直播电商公司和一些科技巨头正在“挖”董宇辉。
Recalling the past week, Dong said the dispute was "painful" and hoped it would end soon. He added that he was staying with East Buy.
回顾过去一周，董宇辉用“痛苦”形容这次争端，并希望能尽快结束。他补充说，他将留在东方甄选。
Pan Helin, co-director of the Digital Economy and Financial Innovation Research Center at Zhejiang University's International Business School, said that China's livestreaming e-commerce industry is a unique and emerging business, and that it is not surprising that the consumers' trust in a top livestreamer makes all the difference.
浙江大学国际联合商学院数字经济与金融创新研究中心联席主任盘和林表示，在中国，直播电商行业是一个独特的新兴行业，鉴于消费者对头部主播高度信任，这场闹剧不足为奇。
The Beijing Consumers Association conducted a survey, in which nearly half of the respondents said their "fondness" for a particular livestreamer was the main factor motivating them to watch the live online programs.
北京市消费者协会进行了一项调查，其中将近一半的受访者表示，他们对特定主播的“喜爱”是促使他们观看网络直播的主要因素。
"On the one hand, we have to admit that the market value of such an engaged user traffic from a livestreamer is immeasurable. On the other hand, the country's livestreaming e-commerce sector needs adjustments, and fans need to be more rational to avoid extreme fandom culture," Pan said.
“一方面，我们不得不承认，参与用户流量给网络直播带来了巨大的市场价值。另一方面，中国的直播电商行业也需要调整，粉丝需要更加理性，避免极端的粉丝文化。”盘和林说。
Zhang, from iiMedia Research, said: "Companies should also beef up management and avoid risks. Also, the sector can be more technology-driven with the rise of artificial intelligence-based virtual livestreamers."
艾媒咨询的张毅表示：“企业也应该加强管理，规避风险。此外，随着人工智能虚拟主播的兴起，主播行业可以更多地由技术驱动。
