China News Service, June 16 (Zuo Yuqing) The popularity of Oriental Selection live streaming has lasted for nearly a week.
third-party platform data shows that on June 10, Oriental Selection's account increased by more than 470,000 fans, and the number of fans has increased sharply since then. On the 15th, the number of fans in the live broadcast room account exceeded 6 million; on the 16th, the number of fans exceeded 9 million.
On the morning of June 16, the number of fans of Oriental Selected Account exceeded 9 million, and the anchor sang " Blue and White Porcelain " to celebrate. What "magic" does a live broadcast account like
have?
"Teacher " Transformation to be an anchor
Oriental selected anchor team has many New Oriental former teachers.
Traditional anchors introduce the effects of products and promote the price of products; and the anchors selected by Oriental have quoted a wide range of not only bilingual teaching , but also talks about life, history, tells the story behind each agricultural product, and tells their own experiences.
New Oriental Online CEO Sun Dongxu admitted frankly, "For example, Dong Yuhui, he likes to read, think, and express himself very much; YOYO is a very young, sunny, and good at singing and dancing, so she is like this in front of the camera; then Qiqi, we say she is a wandering poet, she likes to play and sing, and she also likes music very much."
An industry insider who worked in a training institution told Chinanews Finance that most of the anchors selected by Oriental are teachers from big class teachers. "One of the important tasks of a large class teacher is to attract and retain students. The repurchase rate of courses is a very important performance indicator." She said that this position is usually very competitive, and the competent teachers are naturally one in a hundred. What does
rely on to attract people?
"Watching their live broadcasts feels very inspiring and very positive. I yearn for them very much." A netizen told Chinanews Finance.
If it weren't for Dong Yuhui, netizens might never have thought of "it was the mother's hand, the father's sad face, the old man's heart for the wanderer to come home"; they would not have thought that ham "is the smell of wind, the smell of salt, and the magic of nature and time pickled."
Dong Yuhui once said in the live broadcast room, "I think as long as everyone is willing to listen, relax and comfortable here, listen to some useful words, or some interesting jokes, listen to one or two useless English words, if you are willing to stay, you can stop here. I won't deliberately say that I have to let you buy things, because you have to consume rationally."
Dong Yuhui is live broadcast. Screenshot from Oriental Selection Live Room
Netizens who are tired of "buying it" are willing to take out their pockets and "pay for knowledge" when facing such "true" anchors.
iResearch Analysis brand retail industry analyst Zeng Ying believes that compared with other live streaming, Oriental Selection has professional teachers of New Oriental, and the live streaming style is also significantly different from other live streaming rooms. It focuses on knowledge-based live streaming, giving the audience an alternative viewing experience. "And now there is a shortage of top anchors, and the live broadcast room has been seriously homogenized for a long time, so Oriental Selection is more like a clear stream." Behind the "half-way monk"
Oriental Selection, which transformed from New Oriental, is considered to be a "half-way monk".
Sun Xudong also revealed in the interview that Oriental Selection has introduced external talents in team building: "Some employees have transformed from teachers and can adapt to common skills such as communication and operating systems, but more professional fields such as agricultural product analysis and quality inspection must introduce external professional talents."
Oriental Selection's shareholder information. Screenshot from Tianyan Check
Tianyan Check shows that in addition to Beijing New Oriental Xuncheng Network Technology Co., Ltd., which holds 455% of shares, there is also a Beijing Yangde E-Commerce Partnership (Limited Partnership) with a 45% stake in html.
, and Yangde E-commerce was established only 6 days earlier than Oriental Selection. Its business scope includes the sale of clothing, shoes and hats, cosmetics, daily necessities, toys, fresh fruits, fresh vegetables, needles and textiles, stationery supplies, sports goods, household appliances, electronic products, etc.
However, according to the statistics of third-party platforms, 49% of the products selected by Oriental are food and beverages, and 34.4% are fresh food. In this way, more than 80% of the products are related to "eating".
Heat Wave Data Screenshot
How far can it go?
"After becoming popular, many suppliers were queuing up." On the evening of the 15th, an anchor revealed in the Oriental Selection live broadcast room. Among the relevant comments of Oriental Selection, many netizens also urge Oriental Selection to list other categories of products, such as cosmetics with higher profits of and higher profits of .
Sun Dongxu told Chinanews Finance that the current scope of product selection will not be expanded, and at this stage, Oriental Selection will focus highly on agricultural products. "Selling books is also a response to the needs of fans." In the future, Oriental Selection will also conduct public welfare live broadcasts.
June 15, Oriental Selection Live Broadcast Room remains popular. Screenshot from Dongfang Selection Live Broadcast Room
Facing the popularity, Dong Yuhui, who is now the "pillar" of the family, attributes it to his own "blessings", not his luck. He felt that like the young people working hard in thousands of big cities, he "didn't have much to pay attention to."
Weibo screenshot
June 15, Dong Yuhui wrote this passage on Weibo, "If you want to pay attention, I hope to pay attention to New Oriental's transformation into agriculture, agriculture, rural areas, farmers, I hope to pay attention to those couples who leave breakfast stalls in the early morning, drivers who return home exhausted late at night, and construction workers who sweat profusely in the sun. Diligent, simple and lovely working people are the main body of society and the power of the nation. Their stories give people more power." (End)
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