Introduction
During last year's Double 11, Yu Minhong "live classes" on Taobao for the first time. On the eve of Double Eleven this year, Yu Minhong appeared in the live broadcast room of Taobao New Oriental franchise store to discuss study career planning with college students. New Oriental said that doing educational live broadcast on Taobao is a long-term plan with clear goals. So, what is the logic of this planning? What signals have been released?
1. The "two-way rushing" between New Oriental and Taobao
Yu Minhong's "Old Yu Gossip" was opened to the Taobao live broadcast room.
Previously, as soon as the news that Yu Minhong would appear on Taobao’s “New Oriental Xuncheng Education Store” started live broadcast, New Oriental Online once rose by more than 10% during the session.
On October 31, the live broadcast room of "New Oriental Xuncheng Education Specialty Store" hangs out a sign early for live broadcast preheating. At 7:30 p.m. that day, Yu Minhong appeared in the live broadcast room on time. In just 3 minutes, the number of viewers in the live broadcast room was nearly 40,000, and the number of views exceeded 1 million at the end of the live broadcast.
New Oriental Xuncheng Education Store is a store opened by New Oriental Online on Taobao. The store mainly operates adult education-related products, covering courses such as English, postgraduate entrance examinations, and vocational certificate examinations. The store has 79,700 followers. The store is only used as a customer acquisition entrance. After purchasing, users need to redeem courses according to the designated link and take classes in the New Oriental APP. For educational institutions, e-commerce is one of the important ways to acquire customers. It can undertake online traffic and student consultation, thereby effectively shortening the enrollment chain.
This live broadcast can be seen as a "two-way rushing" between New Oriental and Taobao. Yu Minhong chose to cooperate with Taobao to broadcast live on a special node on Double Eleven, which obviously relies on Taobao Live to superimpose personal IP traffic to attract customers for New Oriental's education business. This year, Taobao is also focusing on the field of educational live broadcast. Tmall Education has launched the "Famous Teachers' Good Classes" plan, joining forces with big education brands to provide installment-free interest and online auditions. In addition to Yu Minhong, famous teachers in the postgraduate entrance examination industry, including Zhang Xuefeng , Xiao Xiurong , etc., have successively logged on Taobao live broadcasts.
In this year's 618 live e-commerce platform rankings, Taobao live data has declined, but with the return of Li Jiaqi and , Luo Yonghao and Yu Minhong, Taobao live has regained its C position in Double 11 this year in terms of momentum.
left, New Oriental Online IELTS released Yu Minhong live broadcast preview; on the right, Yu Minhong Taobao live broadcast screenshot
2. In addition to the popularity of Oriental selection, the presence of the main education business
After Oriental selection was released, New Oriental re-entered the public's vision. In addition to the praise, there are also voices of doubt. "New Oriental, which is doing education, has started to broadcast live streaming and sell goods. So, are you still doing education?"
On June 28, when the Oriental selection was booming, Yu Minhong responded to some questions on his personal public account "Lao Yu Gossip". "Oriental selection is lively, and everyone thinks that New Oriental only does agriculture. In fact, education is still New Oriental's main business." Yu Minhong said that New Oriental's original origin was to go abroad for examination services. This business has continued to this day and is also New Oriental's unique skill.
At present, New Oriental's education business covers K12 quality education, study abroad, college student examination training and career development training, etc. Data shows that university business, as one of the main businesses of New Oriental's education sector, accounts for a significant proportion, but the university business situation in recent years is not optimistic, and the number of students has continued to decrease. Previously, Yu Minhong said that New Oriental should stick to and return to university business. , and Yu Minhong's live broadcast is mainly aimed at college students. Obviously, this also includes considerations for reviving the university's business.
3. Accumulate cross-platform experience, or prepare for "Dou"
As we all know, Oriental Selection mainly broadcasts live on Douyin platform, but Yu Minhong did not choose Douyin for this live broadcast but went to Taobao.
On the one hand, Yu Minhong's live broadcast is mainly aimed at college students, and it is not in line with the Oriental selection style that sells daily necessities and agricultural products, but is more in line with the Taobao store business that operates adult education; on the other hand, exploring a new live broadcast platform is very cost-effective for New Oriental. In addition to accumulating cross-platform experience, it can also disperse the risks of relying on a single platform.
Oriental Selection grew up from Douyin and has a strong dependence on Douyin. Although Oriental Selection has also opened its own Tmall flagship store , JD self-operated store, WeChat mini program and APP, the live broadcast activity is mainly on Douyin. In the view of industry insiders, in order to prevent the occurrence of "top anchors kidnapped platforms", Douyin has always strictly controlled traffic. Therefore, after reaching a certain stage, Douyin's top anchors are usually restricted by platform and it is difficult to truly expand.
In addition, behind the popularity and popularity, Oriental Select’s recent Douyin live broadcast data has actually begun to show fatigue. According to data from third-party platforms, in June, the number of online users in the live broadcast room of Oriental Selection could remain at 10W+, and after July, the number of live broadcast room online significantly decreased. After inviting more than a dozen celebrities including Liu Zhenyun, , Cai Zhizhong, etc. to visit the Douyin live broadcast room, Oriental Selection's popularity has rebounded and returned to the traffic high ground. Although it was able to escape from danger, the platform restraint problem hidden behind Oriental selection has not disappeared.
Industry insiders believe that the platform's ability to control traffic is becoming stronger and stronger, and the ecosystem that relies on a single platform is fragile. Previously, Yu Minhong also expressed his concerns: "The lively business model established by external platforms is very fragile. We still have a long way to go to lay a solid foundation for long-term development."
In this way, Yu Minhong's "embracing" Taobao this time may be preparing for the transfer of positions that Oriental may face in the future.
