Four Major Hosts Collectively Resign, Dongfang Zhenxuan Faces Mass Refund Requests from Members
Recently, Dongfang Zhenxuan experienced a sudden personnel change, with four popular hosts – Mingming, Tianquan, Zhongcan, and Linlin – announcing their resignations one after another. The hosts stated in their resignation statements that the departure was mainly due to adjustments in the company's management structure and a shift in overall development direction and operational philosophy, which did not align with their personal career plans.
The collective departure of the hosts directly shakes the trust of a large number of fans and members.
After the incident fermented, a large number of paid members applied for refunds collectively, causing the platform's refund consultation queue to be overwhelmed, with over a hundred people waiting in line. The official customer service has not yet given a clear response to the refund requests.
It is understood that Dongfang Zhenxuan's annual membership fee is 199 yuan, including exclusive benefits such as a 10% discount on self-operated products, and also promises refunds for consumption differences. The platform's membership subscription had previously exceeded 260,000.
Many users subscribed to or renewed their memberships because of their favorite hosts. After the hosts resigned one after another, consumer enthusiasm significantly declined, and they have been applying to refund their remaining membership fees.
In response to the collective resignation of the hosts, Yu Minhong publicly responded during a live broadcast, stating that he had communicated deeply with the four hosts and tried his best to retain them. He admitted that the management style had deviated after the management adjustment, with an overemphasis on system control and a neglect of humanistic care, leading to a deterioration in team atmosphere.
He stated that the company will comprehensively review management issues, optimize the operating model, balance systems and humanistic care, and emphasized that this personnel change will not affect the platform's daily operations, supply chain, and user services, and the live broadcast business will continue as normal.