Ten millions of goods in a single game, three days of increased powder over one million: Can the live myth of New Oriental continue?

At present, the 618 Shopping Festival, the live broadcast room of New Oriental@6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 The live broadcast hotspot has focused on the entire network. Based on the circular incident of New Oriental's live broadcast, this article analyzes the current status and future possibility of New Oriental Live and Bringing goods from scratch. Recommended friends in the field of e -commerce to read and communicate ~

From one mountain to another, there are no birds flying, (Thousands of Mountain Birds Flying) Flying from one bird, from one Pash to another no one in the sight (thousands of people), a lonely fisherman floating floating in a lonely fisherman floating. (Lonely Boat Weng) Fishing on the lonely boat. (Fishing alone in Hanjiang Snow))

The English version of "Jiang Xue" with a charm is widely circulated in the live broadcast room selected by@这.

In the early morning of June 9, the former New Oriental master@6 6 6@@6 6 6 6, re -start the road of "preaching", and then start a new epidemic of "Cultural Capital". On the same day, the popularity of the popularity selected by@当 当 reached 1.3W, and the estimated sales exceeded 350W, which was 3 to 4 times the daily data of the live broadcast room.

This self -made anchor of "Terracotta Warriors" has been introduced to the product in the whole process of the live broadcast. During the period, some paragraphs and stories will be interspersed. The entire live broadcast room is full of rich cultural atmosphere. At the same time, it also accelerated the "out of the circle" in the live broadcast room.

On June 10, from 8 o'clock in the morning, the number of online persons selected by@6 6 remained above 1W, and platforms such as Douyin, Weibo, Baidu, and other platforms continued to search. That night, under Yu Minhong and Dong Yuhui's "double BUFF", the popularity of the live broadcast broke through the 10W mark in one fell swoop. In addition to the live broadcast, the highest increase of 40%of the New Oriental Online Hong Kong stock price was soaring that day.

Douyin@short video

Since the launch of the "double reduction" policy, the former online education giant New Oriental has opened its own transformation path, but the premiere data is not optimistic, and the subsequent performance has been unsatisfactory. Not only showing the powerful power of "Cultural Live Room" to Da Guangda, it also undoubtedly brought more possibilities to New Oriental.

1. Famous teacher anchor group, bilingual live room

Why is the "Eastern Selection" circled?

In the past five days, the amount of fans of@过 过 过 has soared from 101W to 337W, and the cumulative GMV in the live broadcast room has also exceeded 5600W. The sudden fire in the live broadcast room was inseparable from the "bilingual live broadcast" model that had a different approach.

Cartes entered the actual experience of the live broadcast room. It was found that the anchors in the live broadcast room were the original teachers of New Oriental. Many of them were small and famous star lecturers, such as Dong Yuhui, who became popular. Known as "Zhongguancun Jay Chou".

He can explain steaks, books, and corn in English, and he can also say "the person who lives away from the group is either a beast or a god. I am greedy. In the wilderness, there is no early step, no late step, it turns out that you are here "romantic sentences, which has attracted many fans.

Douyin@live room

In addition to Dong Yuhui, the other anchors in the live broadcast room also have their own attractive: such as can sing and sing, exactly like Liu Mindao's Yoyo teacher; the ancient poetry skills are very good, and the handsome and handsome teachers; Teacher Qiqi ...

A lot of talented "teacher -type" anchors, in the free Chinese and English switching room, spares every product of the live broadcast room. The live broadcast style of "enthusiasm and noisy", in order to see fans who are used to the traditional "selling and selling goods", showed a unique "beauty of cultural".

Douyin@live room

On the barrage of the live broadcast room, we can see many onlookers who came to watch with sincere emotions: "Learn English by the way", "It seems like he is in Baiji English class", and some people directly express " Respect (tribute) New Oriental and Yu Minhong ". As if the wonderful shopping experience in the university class, it attracted a group of users to experience it.

The traffic has increased, and the sales of the live broadcast room have also risen: from the beginning of less than one million to 205W on June 8, to the next June 11th, which exceeded 2000W.

Looking at the goods in the live broadcast room, you will find that in addition to some agricultural and sideline products from the beginning, there are also related products such as the "Educational Features" of New Oriental, such as the "suffocating Tang poetry, Song Ci, and Book of Songs of the classic sets of classic suits. Bilingual version, "DK Museum Encyclopedia" and so on.

Douyin@

It is worth noting that the price of goods with the top sales in the live broadcast room is concentrated in the range of 100-200 yuan. In the past seven -day sales, the steak with a total sales of 555W, the unit price was as high as 399 yuan. On the whole, the unit price is not too low, but users are still willing to pay for it. It can be seen that the interesting and useful bilingual model of "while selling goods while selling goods, while classing", while launching a strong cultural charm, it also shows its powerful ability to "promote consumption".

2. In half a year of admission, New Oriental's live broadcast and cargo roads have gone through "difficult"

In the week of the "bilingual with goods",@在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 six months since the six months of admission. Earlier, the road of live broadcast and cargo in New Oriental did not go smoothly.

On December 28, 2021, Yu Minhong opened the first live broadcast of farming on his own Douyin. At the same time, it also announced that the first live broadcast platform "Oriental Selection" under New Oriental was launched simultaneously.

Douyin@live room

According to third -party data, that night, Yu Minhong's sales room sales were 4.81 million yuan, and the maximum of 20,000 people watched online at the same time. Compared with the sales of 100 million yuan, this first show was obviously not too much too much. ideal.

Analyzing the entire live broadcast process, in addition to the "too bland and too honest" by many netizens, the biggest dispute points are concentrated on the product.

According to media sources, creating an agricultural product supply chain platform is the long -term vision and planning of New Oriental, and its layout on the live broadcast is also around agricultural products. The agricultural products itself has the characteristics of large losses and uncontrollable quality, and consumers cannot quickly determine the quality of the product in the short term. In addition "8 apples of 68 yuan", "960 yuan Zhaofeng organic special granular powder" and other "extreme" high -priced products appeared. Therefore, in addition to some fans who paid for feelings, many live broadcast room users are watching but not ordering but not ordering. status. In this way, it is naturally difficult for sales to reach the first show of other peers.

Look at New Oriental's live broadcast and cargo main position@再 再.

It is understood that the first live broadcast of the account was 800,000, which was also not particularly dazzling. In the few months after the "First Show Hallery", the account has been in the stage of "difficult" transformation and exploration, and it is not favored by people.

According to third -party data, within two months of opening the live broadcast and cargo,@根据 根据 根据 根据 根据 根据 26 live broadcasts, cumulative sales were 4.5476 million yuan, and the average sales of only 175,000 yuan per game. Within a month before the popularity,@在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 is more than 5,000 people, and most of the live sales of each live broadcast are concentrated below 1 million yuan.

Obviously, New Oriental, from the education and training industry to the new field of live e -commerce, is somewhat dissatisfied in the early stage of the transformation, but it is the so -called "opening the bow without turning around". The selected New Oriental can only start with all sides in order to find a path that suits you.

On this road of exploration, in addition to strictly controlling the selection process and properly adjusted the high -quality unit price product that was previously criticized by the user,@在 在 在 is also in agricultural products, and the product category is properly expanded to meet the user's more needs ; In the process of transforming from the teacher to anchor, New Oriental teachers have been working hard to explore the live broadcast style suitable for accounts and try to reach a balance between teachers and anchors.

New Oriental's persistence and attempts obviously have not been wasted. In this node that is about to enter the live broadcast industry for half a year,@在 在 在 finally ushered in a major turnaround on its live broadcast road with a specialized and difficult "bilingual live broadcast".

Third, whether oriental selection can become the "one brother" of Douyin

Since the implementation of the "double reduction" policy last year and the announcement of the transformation of "agricultural products with goods" in New Oriental, there are many mainstream media questioning and suggestions on their decisions. The new Oriental's long -term cargo results also seem to verify the speculation of many media: since the high -profile appearance of the first show and the GMV breakthrough millions, it is difficult to make breakthroughs in the live broadcast room.

The reason is simple. Live e -commerce is not a simple sales work, and the industry competition is becoming more intense. "Inner rolls" in Douyin e -commerce are even more obvious.

From the data point of view, the popularity of the selection of live broadcast rooms in the East has risen sharply because around June 8th, it officially started the bilingual teaching -style cargo model.

Case believes that on the one hand, many audiences are paying for their feelings. As an old listed company and a well -known educational leading enterprise, New Oriental still occupies a place in the hearts of parents and students. Old fans still often support the Eastern selection live broadcast room, that is, "I watched New Oriental English teaching when I was a kid, and I grew up watching New Oriental English."

On the other hand, the selection of live broadcast teams in Oriental actively upgraded the new gameplay and used content reduction to combat other live broadcast rooms is a key factor that can stand out. As netizens commented, "Oriental selection interprets the new solution of knowledge payment, allowing cultural people to live and bring goods."

Douyin@live room

Since the second half of 2020, the industry is often mentioned in the industry, that is, professionalism and verticalization have become standard for the live broadcast room. Carlis believes that specialization is not only to explain the accurate and false exaggerated statements when explaining the information of the product, but also the comprehensive upgrade of the cargo end and content end.

Earlier, many MCNs and big anchors attached more attention to the upgrade of supply chain capabilities. Since last year, the entire industry's emphasis on content has been deepening.

At the Dairen, Xiao Yang broke through 80 million in a single month GMV (30 -day sales exceeded 80 million,@在 小 在 在 "reverse" is crazy?); Hao Wenwen, who appeared in the anchor, was immersed in the audience with the "chat style" live broadcast (the 30 -day GMV was nearly 100 million, and the Hao style cargo method was "spirit").

The brand -side cases are even more incomparable, such as the duck and duck down jackets that overturn the snowy mountains to sell down jackets, the Herborist of the Qing Palace drama -like live broadcast, the amazing dragon beard sugar anchor, and the nanyi ceramics of the Miao Lianzhu RAP -style cargo. At the level of content upgrades, Dongfang Zhen chose the settings of "spreading knowledge", bringing goods while class, and obtaining the user's favor to the greatest extent. The latter is naturally willing to pay for valuable content. It turns out that this strategy is very effective.

Case noticed that from the long live broadcast of recent days, the number of online people at the same time in the East has not been less than 10,000. However, some people are puzzled, can the selection of the recent selection of the East continue?

Case believes that if the anchors can maintain the existing level and the output stable, the popularity of the live broadcast will definitely increase significantly compared with the beginning of the year. At present, in terms of content output density and knowledge content, the East selection of strong barriers has no opponent, and it will not fall into homogeneous competition.

However, the platform algorithm and users' preferences are also changing at any time. To stand up to the tide, oriental selection must also be randomly respond.

From the perspective of public information, New Oriental's betting on live broadcasts is unswerving and confident. On June 8th, Yu Minhong wrote in his personal public account "Yu Da's vernacular", "I call the live broadcast economy the third revolution in business. The first time is a hypermarket, the second is e -commerce, the third time That is, live broadcasts with goods. With the continuous improvement of New Oriental education products, how to make these educational products reach millions of households is an important issue that New Oriental needs to think about. Since last year's policy, my definition of New Oriental has become an educational product as the core. Education company. Products require sales channels. I found that the most effective sales channels are except for looking for agents. "

Similar to the model of making a friend company, in addition to the main number of "Oriental Selection", New Oriental has also established a series of matrix accounts.

Carty searches for "Oriental Selection" in Douyin, and related vertical accounts include books, personal makeup, cultural and creative, mother and baby and other fields. In addition to the two accounts selected by Oriental selected and good things, most of the accounts were established in early June. The number of fans is only three digits, and there is no major movement for the time being.

Oriental selection Douyin matrix number

At present, "bilingual" has added fresh and vivid annotations to the content upgrade of the 2.0 era of live e -commerce. As for whether the East selection can replace Luo Yonghao's "making a friend" and become a new generation of Douyin "one brother", you may be able to answer in a sentence in Yu Minhong's Zhou Ji: The flowing water is not the first, and the contention is endless. future.

Source public account: Kasi data (ID: Caasdata6), data empowerment short video content creation, operation, marketing and e -commerce with goods.

This article is authorized by everyone's cooperation media @本 本 本 本 is authorized to be published by everyone as a product manager, and it is forbidden to reprint without permission.

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