2025.11. 24 本文字数：1275，阅读时长大约3分钟 作者 | 第一财经 吕倩 近日，新东方创始人俞敏洪因一封发布于南极的32周年内部信引发舆论风波。信中喜庆语气与红色字体 被部分员工解读为"炫耀"，社交平台上出现"老板在南极'奋斗'，我们在工位'难极了'"等吐槽。 从2023 年底 "小作文" 事件到 2024 年 7 月董宇辉离职、2025 年 11 月孙东旭退场，东方甄选在 短短两年内经历核心人事 "双支柱" 崩塌，叠加 2025 财年营收利润双降的财报压力，凭借"知识型直 播"爆火的东方甄选正陷入"转型阵痛未消、新增长引擎待验证"的困境。 新东方2026财年第一季度未经审计业绩报告显示，公司营收虽同比增长6.1%，但股东应占净利润同比 下降1.9%。东方甄选2025财年财报显示，剔除与辉同行直播间产生的营收金额，公司持续经营业务营 收同比减少30.9%，净溢利由2024财年的2.491亿元降低至0.062亿元。 8月的财报电话会上，担任东方甄选董事长兼CEO的俞敏洪对身兼数职的状态解释称：新东方已经比较 稳定，东方甄选是创新企业，相对来说需要他投入更多精力。同时他认为东方甄选所在领域发展潜力 ...

内部信争议折射出市场对东方甄选业务独立性与盈利持续性的担忧。 近日，新东方创始人俞敏洪因一封发布于南极的32周年内部信引发舆论风波。信中喜庆语气与红色字体被部分员工解读为"炫耀"，社交平台上出现"老板在 南极'奋斗'，我们在工位'难极了'"等吐槽。 对此，俞敏洪两次公开致歉并回应：承认行文不当，强调本意是分享观点，并非炫耀，使用红色源于"喜庆"传统，但理解员工对红色的负面联想。此外，澄 清所乘破冰邮轮"夏古号"12天行程费用为20万至25万元，并非网传的148万元，并宣布明年冬天将支持约10名基层优秀员工及10名东方甄选会员免费赴南 极。 俞敏洪同时表示，员工有不满可通过直接发邮件等内部渠道反映，公司会及时改进。呼吁避免在自媒体发表极端言论，强调员工与公司是"互相成就、双向 选择"的合作关系。 但俞敏洪的回应并未消弭二级市场对东方甄选业务发展的担忧。11月6日，俞敏洪确认原东方甄选CEO孙东旭离职。11月7日至今，东方甄选股价持续走低， 在外界期待公司管理层进一步披露失去孙东旭后如何补足高管梯队建设后，俞敏洪于11月13日出发南极，16日发布引发争议的内部信。 有网友在俞敏洪致歉后发出疑问："老板旅游员工就要 ...

大家早上好！这里是今天的早报，每天早上，我都会在这里跟你聊聊昨夜今晨发生了哪些大事儿。 昨夜今晨 【浙江一所中学，获得农夫山泉创始人钟睒睒1亿元捐款】 据每日经济新闻，11月22日，浙江诸暨市举行教育大会，诸暨市教育强市奖励基金成立。大会现场收到多家企 业总计1.42亿元捐赠。 其中，农夫山泉创始人钟睒睒个人出资，向诸暨中学捐赠1亿元，成立诸暨中学钟子逸教育基金项目。 资料显示，浙江省诸暨中学创办于1912年，位于暨阳路47号，是浙江省首批一级重点中学和浙江省首批一级特 色示范高中。作为百年老校，诸暨中学培养出了赵忠尧、何增禄、徐逸樵、何占豪、钱君匋等4万多名优秀学 子。 据绍兴网，钟睒睒祖籍诸暨，钟子逸是其祖父，诸暨中学是钟子逸红色思想的起源地。另据诸暨日报，钟子逸 出生于1899年。1924年9月，钟子逸在宁波加入中国共产党，1926年12月，与寿松涛等在国民党诸暨县党部内 成立了中共诸暨城区支部，任书记。 钟子逸历任天津市社会调查局调查员、天津《世界诚报》编辑、《新民日报》及晚报总编辑兼政治编辑。1931 年夏秋间，应叔叔邀约到上海玛特纳木器厂工作。1932年秋，离上海去香港筹办分厂，任厂长。 据悉，钟 ...

对于用红色字体，俞敏洪也道歉。老一代人，红色基因很深。红色对于老一代人来说代表着喜庆和欢 庆，所以并没有别的意思。 对于"用员工的血汗钱旅游"的说法，俞敏洪认为这样的表达不妥，你在努力工作的同时，老板们也在拼 命努力，并承担更大的风险，确保公司的正常发展，为你提供工作保障，是互相成就、互相合作、双向 选择的过程。 据每日经济新闻报道，11月23日，俞敏洪又写了一封主题为"让我们一起努力"的全员信，再次向员工道 歉。 俞敏洪表示，写信时在南极，因此用了一些南极的描述和比喻，触发了一些员工的不满，并没有要向大 家炫耀在南极的意思，而是一直希望能够真诚和大家分享我的观点和情况。 0:00 此前，俞敏洪在社交平台上表示，明天冬天打算选择10个左右新东方、东方甄选的基层优秀员工，加上 东方甄选10个优秀会员，由公司支持到南极来看一看。 ...

Core Points - The chairman of New Oriental, Yu Minhong, issued an internal letter on November 22, apologizing to employees and explaining the context of his previous communications from Antarctica [4][5][7] - The initial letter, sent during the company's 32nd anniversary, was criticized by employees for being out of touch with their struggles [7] - Yu emphasized the importance of sharing perspectives with employees and clarified that his trip to Antarctica was both personal and professional, aimed at exploring educational opportunities [4][5] Group 1 - Yu Minhong expressed multiple apologies in the letter, stating that he did not intend to boast about his trip to Antarctica but rather to share his thoughts sincerely [4] - He addressed the criticism regarding the perception of using employee funds for personal travel, asserting that both employees and management are working hard and taking risks for the company's success [4][5] - Yu acknowledged that while the trip had personal elements, it was also focused on discussions about youth natural exploration education, which could benefit New Oriental in the future [4][5] Group 2 - The letter concluded with gratitude towards employees, and Yu announced plans to select ten outstanding grassroots employees for a trip to Antarctica next winter as a form of motivation [5] - Following the backlash from the initial letter, Yu shared videos of his Antarctic journey, which further fueled employee discontent [7] - He clarified the cost of his cruise, stating it ranged from 50,000 to 300,000 yuan, and denied spending 1.48 million yuan on the trip [7]

Core Points - The internal letter from Yu Minhong, founder of New Oriental, has sparked significant public backlash due to its perceived disconnect from employee concerns, particularly regarding work pressure and long hours [3][20] - Despite the controversy, New Oriental's stock price rose by 2.75% to $53.44 on the first trading day after the letter, although the stock has dropped 16.2% year-to-date and over 70% from its peak of $198.54 in 2021 [3][20] - New Oriental's net profit has plummeted by 73.7%, highlighting the company's financial struggles amid a talent crisis following the departure of key figures like Dong Yuhui and others [4][16] Company Overview - New Oriental has launched a new cultural tourism brand, aiming to diversify its business and leverage its existing educational resources [11][12] - The cultural tourism division has already established over 100 travel routes across 23 provinces, targeting K12 and university students [12] - The company reported a revenue of 3.3 billion yuan in 2023 for its tourism segment, with plans to expand into new areas such as cultural IP and hotel management [12] Financial Performance - For the fourth quarter of the 2025 fiscal year, New Oriental reported revenues of $1.24 billion, a year-on-year increase of 9.4%, but a net profit of only $710,000, down 73.7% [16] - The significant drop in net profit is attributed to rising costs, including a record goodwill impairment of $60.3 million [16] - The performance of Dong Yuhui's new venture, "With Hui Tongxing," has negatively impacted the sales and viewership of New Oriental's live-streaming business [19] Talent and Leadership Challenges - The departure of key influencers like Dong Yuhui has led to a strategic shift towards "de-IP" to reduce reliance on individual personalities [13][14] - The company is facing challenges in maintaining its competitive edge in the live-streaming e-commerce sector due to the loss of its star hosts [18][19] - New Oriental's leadership is attempting to adapt by focusing on building a more sustainable operational model rather than depending on high-profile individuals [13][14]

谁也没想到俞敏洪会以这样的方式陷入舆论漩涡。 俞敏洪身在南极也不忘记新东方成立32年的纪念日，在南极向新东方全体员工发布内部信，向全体员工和支持者致谢。信中以"冰雪中的坚守"为主题回顾 创业历程并擘画未来，提出新东方要成为"希望的播种者"，东方甄选应成"商家良知的代表"，新东方文旅要"让更多的人把世界装在心里"。 | 18:05 | 站在南极,我看到了企鹅在冰雪中努力生 | | --- | --- | | 收件人:全国教职员工 > | 存。它们在极端环境中,靠着彼此的体温 | | 热烈祝贺新东方 32周年生日快乐! | 与坚守,度过了一个又一个冬天,养育了 | | | 一批又一批后代。这何尝不像我们新东方 | | 亲爱的各位新东方人: | 人?面对风雨,我们相互扶持;面对未 | | 此刻,我正站在南极的冰雪世界中。四周 | | | | 知,我们始终怀揣希望。32年,是来时路 | | 是浩瀚的洁白、翡翠般的冰山和无边的宁 | 的艰辛,更是新征程的起点。过去的道 | | 静。冰川在阳光下闪烁着迷人的光芒,仿 | 路,我们坚定不移走过,未来的道路,一 | | 佛在无声地诉说着时间的力量与坚守的震 | | | 义。现 ...

与此同时，俞敏洪还在评论中辟谣了"邮轮价格148万元"的说法，他表示，到南极旅游，不同的船和舱 位、不同的价格，从5万—30万元不等。自己和奚志农坐的夏古号，是比较先进的破冰级邮轮，12天价 格在20万—25万元之间（不同舱位），而不是外界所说的148万元。 据了解，新东方32周年纪念日当天，俞敏洪在南极给员工发出全员信，他借南极企鹅在极端环境中相互 扶持、努力生存，类比新东方人面对困境时的团结与希望。不过，员工直言"只觉得讽刺"，吐槽无法与 正在旅游的老板共情。随后在11月18日，俞敏洪发布视频回应称，这次应奚老师邀请来南极，在深刻感 受大自然壮美的同时，也一起探讨了未来中国孩子自然教育的前景。新东方将会成立专门的青少年探索 中心。同时，专门针对青少年的南极考察之旅也有望在明年冬天开启。 俞敏洪表示，南极是一片纯净的土地，如果大家有机会，可以来看看。俞敏洪还称，自己打算明年冬 天，选择10个左右的新东方、东方甄选的基层优秀员工，加上东方甄选10个优秀会员，由公司支持到南 极来看一看。 北京商报讯（记者 吴其芸）11月20日，新东方创始人、新东方教育集团有限公司董事长俞敏洪发布微 博称，允许员工吐槽是新东方的 ...

Core Points - The core issue revolves around the controversy sparked by the founder of New Oriental, Yu Minhong, sending a letter from Antarctica to employees on the company's 32nd anniversary, which was perceived as disconnected from the employees' realities [1][3][4] Group 1: Company Background and Events - New Oriental celebrated its 32nd anniversary on November 16, with Yu Minhong reflecting on the company's journey and future plans in a letter themed "Perseverance in the Ice and Snow" [1] - The letter, intended to motivate employees, instead led to backlash as many employees felt unable to empathize with the founder's experience while they were working overtime [1][3] - Following the controversy, Yu Minhong responded in a video on November 18, stating that his trip to Antarctica was to discuss the future of natural education for Chinese children, announcing plans to establish a youth exploration center [1][3] Group 2: Employee Sentiment and Public Reaction - The letter's content, which emphasized Yu Minhong's personal experiences in Antarctica, was criticized for lacking acknowledgment of employee pressures, leading to a perception of a disconnect between management and staff [3][4] - Social media reactions highlighted the stark contrast between the founder's luxurious trip and employees working during the anniversary, coining the phrase "boss in Antarctica, employees working" [3][4] - The public interest in Yu Minhong surged, with the WeChat index for his name rising from around 150,000 on November 16 to nearly 20 million by November 18 [1] Group 3: Financial Performance and Business Strategy - New Oriental has been facing challenges in its business transformation, particularly after the departure of key personnel, which has affected the performance of its subsidiary, Oriental Selection [6][7] - Financial reports indicate that for the fiscal year 2025, Oriental Selection's revenue, profit, and gross merchandise volume (GMV) are expected to decline significantly, with net profit projected at only 6.2 million [7] - New Oriental's overall revenue for the fourth quarter of fiscal year 2025 was reported at $1.243 billion, a year-on-year increase of 9.4%, but it also faced an operating loss of $8.674 million, a significant decline compared to the previous year [7] Group 4: Future Directions and Challenges - New Oriental aims to explore the tourism sector as a third growth curve, with plans for a separate IPO for its tourism business, which has yet to show significant results in financial performance [8][9] - The company has established numerous subsidiaries under its tourism brand and invested in various travel-related ventures, indicating a strategic shift towards diversifying its business model [10] - Experts suggest that while the tourism direction is promising, the company must innovate its offerings and build a comprehensive service system to differentiate itself in the competitive market [10]

11月20日，新东方董事长俞敏洪在社交平台发文，辟谣"到南极坐邮轮花148万"：到南极旅游，不同的 船和舱位，不同的价格，从5万—30万不等，我和奚志农坐的夏古号，确实是比较先进的破冰级邮轮， 12天价格在20万—25万之间（不同舱位），而不是外界所说的148万。 11月16日，新东方迎来成立32周年纪念日，创始人俞敏洪身处南极发布内部信，向全体员工及支持者致 谢。他在信中以"冰雪中的坚守"为主题回顾创业历程并擘画未来。同时他在信中提出，新东方要成 为"希望的播种者"，东方甄选应成"商家良知的代表"，新东方文旅要"让更多的人把世界装在心里"。 ▲俞敏洪在南极旅游。 内部信发布后引发关注，但并未收获预期的共鸣，有员工表示无法与正在旅游的老板共情，类似言论在 多个社交平台引起热议。 11月18日晚，俞敏洪在社交平台发布视频疑似回应争议。 视频依然是其南极之旅的画面，不过其在画面中配文写道："这次应奚老师邀请来南极，在深刻感受大 自然壮美的同时，也一起探讨了未来中国孩子自然教育的前景，新东方将会成立专门的青少年探索中 心，带领孩子们探索大自然，用科学的方式让孩子们理解大自然，爱上大自然，保护大自然！专门针对 青少年 ...