In the past 618, due to the absence of several major anchors, many other live broadcast rooms were given opportunities. Among the many live broadcast rooms, one of them has recently become popular on the whole network. It is the Dongfang selection live broadcast room under New Oriental. . Due to its unique bilingual live broadcast mode, as well as the anchor’s profound knowledge accumulation and humorous way of explaining,In just one week, there were countless fans, and the number of fans in the live broadcast room has exceeded 10 million, setting off a “New Oriental fever” on the relevant Internet.
Eastern Selection Team
Thanks to the explosive growth of live broadcast data, the stock price of New Oriental Online also showed a trend of soaring. As of the close on June 16, the Hong Kong stock market of New Oriental Online rose again by 72.7% to close at HK$28.6. The stock price rose by more than 500% within a week, erasing all losses since 2021 and showing a very strong performance. From the perspective of the capital market, people seem to think that New Oriental has achieved a new breakthrough. But at present, all this has to start with the double reduction policy that has changed the entire education and training industry.
New Oriental’s stock price soared recently
The education and training industry was reshuffled, and New Oriental was forced to embark on the road of transformation
For New Oriental, which started with English teaching and training, it can be said to be helpless to embark on the road of live streaming. Last year, due to the implementation of the national “double reduction” policy, many education and training institutions, including New Oriental, suffered a lot. In order to meet the needs of the policy, New Oriental had to terminate the after-school tutoring business for K-9 subjects, which also had a significant impact on its revenue.The previously announced third quarter financial report for fiscal 2022 showed that New Oriental’s net revenue for the quarter fell 48.4% year-on-year to US$610 million, of which net revenue from education programs and services was US$510 million, down 54.1% year-on-year.
New Oriental Online
After the education and training business suffered a major blow, Yu Minhong, the founder of New Oriental, had to start a path of change for the survival of the company. On December 28 last year, New Oriental announced the establishment of Oriental Selection to enter live broadcast delivery. This is also a transformation route chosen by New Oriental to seek development after the implementation of the “double reduction” policy. At that time, the news of New Oriental’s transformation into e-commerce live broadcast was ridiculed by many netizens: “A teacher who has changed his career to do live broadcast is too big!” “The competition in the live broadcast industry is so fierce at present, and I am not optimistic about New Oriental’s prospects. “. Although not favored by everyone, Yu Minhong still led the team to start the first live broadcast.
Yu Minhong’s first live broadcast
In the first live broadcast at the end of last year, Dongfang Selection achieved sales of 5 million yuan. However, after the popularity of the first live broadcast receded, Dongfang Selection only achieved a total of 26 live broadcasts in the next two months or more. The sales of 4.5476 million yuan are not even as high as the first live broadcast. Compared with the GMV (gross merchandise transaction) of the top anchors, which can easily reach hundreds of millions, New Oriental’s live broadcast road does not seem to be smooth. However, after half a year of dormancy, everything changed due to the explosion on June 10. The previously unknown New Oriental Live Broadcasting has attracted the attention of so many people in such a short period of time. The reasons for its success are inseparable from the timing, location and people.
New Oriental Time: Seize the 618
The recent “take-off” of New Oriental’s live broadcast business is inseparable from the key node of 618. As the shopping festival is approaching, more people have begun to enter the major live broadcast rooms, hoping to fill their shopping carts with preferential prices. However, unlike previous years, this year’s top anchors have been absent. The “first sister with goods” Wei Ya faded out of the live broadcast industry because of previous tax evasion and tax evasion, and “first brother” Li Jiaqi has not started broadcasting for more than ten days since the beginning of the month.The absence of head anchors also gives non-head anchors like New Oriental more opportunities and exposure.
The number of fans in the live broadcast room of Oriental Selection
The explosion of New Oriental’s live broadcast looks more like an accident. On June 10, someone uploaded a clip video of New Oriental live broadcast with goods on the Internet. Because the bilingual live broadcast mode explained by the anchor holding the blackboard has become a clear stream in the live broadcast industry, and quickly made the topic of #新東方主# On the hot search on Weibo, it attracted the attention of many people. For a time, countless netizens began to pour into the live broadcast room of Dongfang Selection.
According to statistics, it took more than 6 months for the number of fans in the Oriental Selection live broadcast room to go from 0 to 1 million, and from 1 million to 2 million, they only took three days, and by June 17, the number of fans had exceeded 1,300. Ten thousand.Its GMV has also skyrocketed from tens of thousands a day to tens of millions, becoming a new top streamer on Douyin.
New Oriental’s Location: Unique Features of “Education and Selling”
As a training institution that started by teaching English, New Oriental discovered a unique way of live broadcasting after switching to live broadcasting, which is to use its English expertise to conduct bilingual live broadcasting. Different from the noisy publicity and shouting of the previous anchors, the live broadcast of New Oriental is a marker and a small whiteboard. What is different from other anchors trying to sell products is that when you open the live broadcast of New Oriental, you seem to be in a world. A free live broadcast class is not so much a live broadcast and delivery of goods, but more like selling products by the way in the gap between classes.
New Oriental live studio to teach English online
In the live broadcast, the anchors of New Oriental made full use of their English expertise. In the previous video of New Oriental that exploded out of the circle, “12 pieces of steak, 12 steaks, 24 bags of seasonings, 24 packets of seasonings…” The former New Oriental Teacher Dong Yuhui’s magical English live broadcast method allows people to see a completely different live broadcast. As some netizens ridiculed: “Other live broadcasts are trying their best to promote their products, but New Oriental’s delivery is really trying to teach me English.” This move also made New Oriental live broadcast directly out of the circle.
New Oriental People and: OwnedProfoundAn anchor of knowledge and a funny soul
Unlike its well-known live broadcast rooms, which all have full-time anchors, the anchors of New Oriental are composed of a group of teachers who are “halfway monks”, but this has also achieved miraculous results. Among them, the most popular teacher is Dong Yuhui. With his profound knowledge, this man known as “the man who looks like Terracotta Warriors” turned live streaming into a knowledge dissemination class, and left a lot of classic quotations. When selling rice, he described the delivery of goods as a poem full of romance and pictures. While selling steak, he described a fairy tale by combining steak with The Little Prince. When selling books, he gushed about the history of Genghis Khan’s Western Expedition. His profound knowledge coupled with his humorous way of explaining, instantly attracted many people to stop and watch the live broadcast.
Some netizens “spit out” their experience of frantically placing orders in the live broadcast room
The biggest difference between the New Oriental live broadcast room and other live broadcast rooms is Yu Minhong’s personal feelings. After the fire of New Oriental’s live broadcast, Yu Minhong said in his public account “Lao Yu Chat” that it is a good thing to do live broadcast of agricultural products and bring goods to help farmers get rich. This also makes use of the characteristics of Xindongfang teachers who can speak well. In his opinion, live broadcasting to help farmers bring goods is a meaningful thing for the society, so once the decision is made, it will be done unswervingly. In the live broadcast room, the anchor of New Oriental also reminded people to consume rationally from time to time, and also reminded people to rest early and not stay up late to watch. In addition to bringing goods, they are full of humanistic care.
write at the end
Although the live broadcast of New Oriental is full of accident and necessity, in the current fast-changing Internet society, a temporary explosion is often difficult to last, whether it is Ding Zhen, who was popular because of his innocent eyes, or Liu Genghong, who became popular because of sports and fitness. , all over time, the heat gradually dissipated. In response to the explosion of New Oriental, Yu Minhong remained quite calm in his response: “More than 600,000 people watched New Oriental’s live broadcast of goods at the same time, which can be regarded as a phenomenon-level spread. Of course, this may also be a momentary excitement, but I really hope that Dongfang Selection can open up the situation from now on, and open up a new path for the development of New Oriental.”
Eastern Selection Team
At present, there are still many deficiencies in the management of the supply chain and the construction of the anchor team. However, I believe that under the leadership of Yu Minhong, who has led New Oriental to turn the corner several times, relying on this circle of talented delivery teachers, New Oriental’s leadership The live broadcast project of goods can burst out greater energy in the future.
Hashtags: New Oriental New Oriental Online Yu Minhong Dong Yuhui Live E-commerce
.
[related_posts_by_tax taxonomies=”post_tag”]
The post Transformation to be accomplished?Behind the explosion of New Oriental, the right time, place and people are indispensable appeared first on Gamingsym.