"If you don't speak English, don't buy it, ok, I can speak English all the time.But please remember to buy something, I am now introduce to this steak."
teaches you how to learn English while selling goods live, New Oriental live broadcast room is popular.
htmlOn June 10, "New Oriental Anchor" entered the hot search on Weibo . Overnight, Teacher Dong became a member of the "bilingual live broadcast". That night, a reporter from Beike Finance entered the live broadcast room of New Oriental's "Oriental Selection". The anchor was holding an marker pen in one hand and a whiteboard in the other. While selling shrimps, I wrote down the English words of crayfish. At 10:50 pm, the Dongfang Selection Live Broadcast Room once entered the top three of the Douyin sales list.watch the first live broadcast of Yu Minhong . It was once jokingly called "live broadcast is like class" by netizens. Now the " bilingual teaching selling goods" model has unexpectedly become popular. New Oriental has transformed into live streaming and has been selling goods for half a year, from the initial average sales of a single live streaming of less than 300,000 to nearly 15 million in a single live streaming.
With the popularity of the live broadcast room, the stock price of New Oriental Online also soared. As of the closing on June 10, it was at HK$6.23 per share, with rising 39.37%, setting the highest single-day increase since the stock was listed.
Regarding the unique style of the live broadcast room, New Oriental internal staff said that the anchor who was a teacher was humorous and witty.
"New Oriental itself has online marketing capabilities, and bilingual live streaming will give the audience a fresh feeling." 21st Century Education Research Institute Dean Xiong Bingqi told Beike Finance reporter that it is not surprising that New Oriental's live broadcast room is out of the circle. But at the same time, Xiong Bingqi is also on the wait-and-see attitude of whether the bilingual live broadcast model can be popular for a long time. He believes that from the perspective of consumers, it may be more important to buy high-quality and low-priced products through live broadcasts. "How to stay firmly in the head for a long time is the issue to be considered in the future."
has increased its followers in three days by nearly 2 million
New Oriental " bilingual " live broadcast room hot out of the circle
bilingual seamless switching anchor, holding a whiteboard full of English words in hand, at first glance, it was an English class, and at a closer look, it was a live broadcast room of "Oriental Selection" of New Oriental. Unlike the previous situation where the live broadcast anchors shouted "family and babies", in New Oriental's live broadcast room, Dong Yuhui, a teacher from New Oriental English, has , who has experienced more than 500,000 students in 8 years. While selling a steak priced at 299 yuan, he introduced the taste of the steak to everyone in both English and Chinese: "If you don't speak English, don't buy it, ok, I can speak English all the time.But please remember to buy something, I am now introduce to this steak."
"Oriental Selection" live broadcast room screenshot.
Dong Yuhui's experience in teaching in New Oriental. Interesting clips in the live broadcast room were spread through short videos, more and more netizens flocked to New Oriental's "Oriental Selection" live broadcast room.
htmlOn the evening of June 11, the reporter used the third-party live broadcast data statistics platform Chanma Ma, which has maintained high-frequency live broadcast frequency in the past 30 days, with a total of 34 broadcasts, an increase of 1.021 million fans, a cumulative sales of 634,000 (live broadcast accounts for 99.95%), and a cumulative sales of 45.588 million (live broadcast accounts for 99.95%) in 30 days.chan’s mother’s screenshot of sales statistics on the evening of June 10th of Oriental Selection.
htmlOn June 10, the topic #New Oriental Anchor# topped the 8th place on Weibo’s hot search list. On the evening of that day, the number of people online in the Dongfang Selection live broadcast room reached 40,000+ at 10 pm. After Yu Minhong appeared in the live broadcast room, the number of people in the live broadcast room soared to 100,000+, and once entered the top three of the Douyin sales list.Beike Finance reporter noticed that there are many netizens who "listen to the class" in the comment area of the Oriental Selection live broadcast room. "I don't understand, but I really want to buy it", "I've learned so much English, I'm embarrassed to not buy it", "I want to hear the Terracotta Warriors and Horses speak English." "This Oriental Selection was partially recognized by everyone, and it was just the beginning, which was to accidentally combine the previous English teaching with selling things."
:00 on June 10, Oriental Selection disclosed that the GMV exceeded 10 million yuan that day, with 320,000 new fans, more than 90,000 transactions, and a total of 3.95 million viewers.On June 10, Yu Minhong released a video to celebrate the over 1 million fans of Oriental Selection. As of about 7:20 pm on June 12, the number of fans in Oriental Selection's live broadcast room has reached 2.922 million, and the number of fans increased by nearly 2 million in three days.
Oriental Selection has increased nearly 2 million fans within three days.
"This Oriental selection was partially recognized by everyone, just a beginning, and it was an inadvertent combination of previous English teaching and selling things." Yu Minhong thanked everyone for their attention and partial affirmation in the live broadcast room. Regarding the future planning of the live broadcast room, Yu Minhong once stated on his official account that "Oriental Selection" will provide value-added products for farmers across the country and serve as a trustworthy platform for linking farmers and consumers; "New Oriental Live Broadcast Room" will become a "good educational product sales platform."
single-game sales exceed 10 million
New Oriental live broadcast transformation 6 months " seen "
"New Oriental 6 months of transformation, finally seen by everyone." After the broadcast, Dong Yuhui thanked netizens on his personal Douyin account.
Time goes back to December 2021, New Oriental created an "Oriental Selection" account focusing on live agricultural products on Douyin. On December 28, 2021, New Oriental launched a new platform for live streaming and selling goods, officially launching live streaming and selling goods. Yu Minhong, founder of New Oriental Education Group, said that he will appear on Oriental Selected live broadcast platforms from time to time.
But in addition to Yu Minhong's debut performance of about 4.8 million yuan, Oriental Select's daily sales are not high. Statistics from Beike Finance reporters found that in the 29 live broadcasts from December 29, 2021 to February 20, 2022, the sales of Yu Minhong and Oriental Selected generally remain within 300,000 yuan, and the single live broadcast amount on some days is even less than 100,000 yuan. The
transformation started in mid-April this year. According to statistics from Cicada Mama, on April 12 and 13, the sales of the "Oriental Selection" live broadcast room exceeded one million yuan for two consecutive days, and the overall sales gradually increased.
As the live broadcast room is booming, New Oriental's stock price has also begun to rise. The stock price of its subsidiary New Oriental Online has been rising rapidly and has risen for five consecutive days. It once rose by more than 43% during the trading session on June 10. As of the closing on the 10th, New Oriental Online finally rose by 39.37% to HK$6.23 per share. This performance also set the stock's largest single-day gain since its listing. On the same day, the share price of parent company New Oriental also rose by 10.12%.
Why did the live broadcast room suddenly become popular? Have New Oriental found the traffic password for live streaming?
海洲说 Finance reporter noticed that in addition to the anchors in the live broadcast room who will explain in English when promoting products, they will also speak Shakespeare , Hegel , and quote " Brief History of Humanity " and "Gulls, Germs and Steel".
At the same time, Oriental Selection also released several short videos on Douyin account to attract live streaming and strengthened netizens' recognition of bilingual live streaming. On June 9, Oriental Selection released #Listen to Teacher Yu’s words, and I felt relieved in an instant. The increase in a single video during the live broadcast was 3.379 million.
"Telling jokes and talking about chicken soup is the basic skill of New Oriental teachers." New Oriental internal staff said that New Oriental's anchors were mainly teachers before, and they were humorous and witty.
"New Oriental itself has online marketing capabilities, and bilingual live streaming will give the audience a sense of freshness." Xiong Bingqi, director of the 21st Century Education Research Institute, told Beike Finance reporters that it is not surprising that New Oriental's live broadcast room is out of the circle. But at the same time, Xiong Bingqi is also on the wait-and-see attitude of whether the bilingual live broadcast model can be popular for a long time. He believes that from the perspective of consumers, it may be more important to buy high-quality and low-priced products through live broadcasts. "How to stay firmly in the head for a long time is the issue to be considered in the future."
From Agricultural products to book , , intelligent hardware
New Oriental live broadcast room can sell get more ?
New Oriental's first shot of live streaming sales targeted agricultural products, but the shooting method has changed recently, and books and other cultural and educational supplies have begun to appear in the live broadcast room.
Industry insiders told Beike Finance reporters that due to the troublesome after-sales service, large loss rate, low pit fees, and easy to see if the goods are inconsistent, and the investment cost of agricultural products on the Douyin platform is higher than that of other categories, most merchants currently adopt self-casting for agricultural products, and it is difficult for the top anchors of this category to appear.
In addition, the industry insider revealed, "The commission for live streaming of agricultural products in the market is 10%-15%. Oriental Selection currently does not charge a pit fee, but the commission ratio is relatively high, 25%-35%. In January this year, it cooperated with New Oriental to sell a wolfberry, with a commission of 35%, and the sales volume is good, but it is not profitable for us as a whole."
htmlOn June 8, Yu Minhong posted on his personal WeChat account Lao Yu gossip that New Oriental has recently formed a "New Oriental Live Room" team. This team is specifically promoting New Oriental's high-quality educational products and other high-quality education-related products, including books, smart software and hardware learning equipment and learning-related cultural and educational supplies."With the continuous improvement of New Oriental's education products, how to make these educational products reach thousands of households is an important issue that New Oriental needs to think about. Since last year's policy, my definition of New Oriental is to become an education company with educational products as the core. Products require sales channels, and I found that the most effective sales channel is to find agents, and it is to sell goods on live streaming." Yu Minhong called the live streaming economy the third revolution in business. The first was a hypermarket, the second was e-commerce, and the third was to sell goods on live streaming.
More than MCN staff members told Beike Finance reporters that New Oriental has a strong educational background and has natural advantages in selling books, smart hardware and other cultural and educational products in the live broadcast room. According to Chanma Ma data, recently, the Oriental Selection Live Room has launched three books, with sales of 3.27 million, 1.06 million, and 1.03 million, respectively, and commissions between 13% and 20%.
Beijing News Shell Finance Reporter Zhao Fangyuan Editor Chen Li Proofreading Lu Qian
