Zhang Yiming can't control Yu Minhong

@新 新 新

Author 丨 Sakuragi Editor 丨 Monthly

After a lapse of 3 months, New Oriental's online stock price has once again opened the Cyclonum model.

Since August 26, New Oriental Online's stock price has increased by more than 70%within two weeks. As a member of the "God" who was once known as Douyin, the selection of Oriental seemed to avoid its own fate, not only firmly stabilizing the position of their own brothers, but also the momentum. The event once again broke its live room GMV record.

As the stock price rises, the selection of Oriental selection has gradually increased. First, the Oriental selection app was launched, and then announced the settlement of Taobao live broadcast. Obviously, Oriental selection is unwilling to become a head brand with Douyin live broadcast.

When talking about the selection of the East, Yu Minhong also expressed his concerns: "The lively business model established based on external platforms is very fragile. To consolidate the basis of long -term development, we still have a long long one. The road is going. "

In the exchange after the New Oriental Online Financial Report, the person in charge of New Oriental Online claimed that there was almost no advertisement in oriental selection, and all natural traffic. At the same time, for the B -end merchants did not receive pits, the revenue came from the commission, so the GMV profit margin was as high as 37 up to 37 %, And the prediction of the National Lianlian Securities Analyst was 18%(already higher than the ordinary live broadcast room).

The difference between nearly double is also from the side. East selection is not only higher than the ordinary live broadcast room in terms of profitability, but also does not allow Douyin to make much money.

Eastern selection that can't be controlled

As the first traffic platform of today's short video, Douyin has almost never stopped.

In order to prevent the Douyin platform, the "head anchor abduction platform" drama is also the same as Kuaishou. After entering 2021, Douyin's traffic support for head anchors has begun to change. Since the beginning of 2021, the Douyin's traffic distribution mechanism has become "gradient division of 136", that is, 10%is to the header, 30%to the vertical class, and the other 60%are all to the brand.

Prior to this, Douyin's traffic to the head of the head was as high as 50%. This can also explain why Dongfang selection and Yu Minhong live rooms have been tepid before June 2020.

On May 31, 2022, the Douyin E -commerce Ecological Conference seemed to be a turning point. After the concept of interest e -commerce was proposed by Douyin, it was urgently needed to play a new live e -commerce head Internet celebrity.

"There is no doubt that the Douyin algorithm who was mythical Dong Yuhui was another great victory. Douyin traffic was not a metaphysics. It was Wang Xinling two weeks ago, two months ago, Liu Genghong, and then classmate Zhang. MCN has already adapted to the rules of the game rules , But live broadcast e -commerce is a new thing, bringing goods closer to consumers, and higher topicalness. "The person in charge of a head MCN institution once said.

The fit at the time node, with the East selected excellent bilingual live content capabilities, allows its live broadcast room to quickly explode, the traffic soaring rapidly, and the help of many media, quickly pulled the oriental selection to the status of Douyin's status to bring the goods with a brother -in -law. superior.

From the perspective of the industry, Douyin's absolute control of traffic has become an industry consensus, and Douyin has the ability to change the ecology at any time as needed.

It is precisely because of Douyin's densely creation that most people believe that the selection of oriental selection is only one of the many head masters supported by Douyin. At the same time, Tencent's decisive reduction of New Oriental Online stock seems to be confirmed on the other hand. Oriental selection is destined to be a flash. The development of the East's selection is also troubled as expected by the outside world. First, the corn was six yuan a one is too expensive to be questioned by the central media. Then the Oriental selected peach mold and mildew rushed to the Weibo hot list. A series of strikes and rushed densely to the East to select.

Subsequently, the data of third parties began to confirm, and Oriental selection began to go downhill. According to the statistics of Gray Dolphin data, since the increase in fans in the selection of live broadcast rooms on June 16 reached 3.456 million, the daily increase has continued to decline. Its sales also declined from the peak of 69.8 million yuan on June 18, and the average sales in July were about 19.25 million yuan. Compared with the decline in sales and the decline in the number of people, the rumors of Douyin's "restriction" oriental selection have pushed the shaking oriental selection to the cusp.

As people think that the East selection is about to be completely dull, the turning point occurs inadvertently. Oriental selection began to invite different celebrities to visit the live room.

Six Shen Lei Lei, Liu Zhenyun, Liang Xiaosheng, Mai Family, Yue Nan and other writers, Zhao Yan, Gu Tianle, Chen Peisi and other actors, Liu Run, Xue Zhaofeng, Zhang Xiaomeng and other scholars, as well as the blessing of Cai Zhizhong, Wang Liming, etc. The selection of Oriental, which has begun to decline, was pulled back to the right track. The interviews between Mai Jia and Gu Tianle have been edited and fired for many times, and continued to ferment the heat. As the live broadcast room was fiery again, the amount of goods selected from the East also rebounded. The online viewing of Guizhou Bank live broadcast is nearly 40 million, with a total sales of over 78 million yuan, breaking through the historical record.

After 3 months, watch Douyin at this moment, whether the speed of the gods or the flow distribution of the head anchor platform, it has entered the vacuum period. From the perspective of flying melon data, the list of goods since June. The cargo list has been dominated by several familiar anchors for a long time. Several head anchors such as Eastern Selection, Xiao Yang, and Jia Nailiang are almost regular guests on the list. After the selection of the East, Douyin did not seem to create a new god again. Luo Min and other anchors who once created the records of the goods also withdrew from various reasons. On the other hand, after several sunset, the East Selection and Yu Minhong gradually realized that the risk of relying on a single platform was constantly being enlarged.

And Douyin's interest e -commerce that has always emphasized in the field of e -commerce, and many high -quality content for the construction of the scenes for users, is doomed. The day when the big V of the head is taken care of is only a short -term behavior.

According to the judgment of Guolian Securities, although the selection of Oriental is already the first live broadcast room of Douyin, its status is not stable. The company needs to quickly convert the company's content barriers into the supply chain barriers. Only by establishing the user's mind of the Eastern Selection Live Room that is high -quality and low -cost goods can we maintain its durability.

Will the brand out of control? Will it become the normal state of Douyin in the future?

Wei Wenwen, President of Douyin E -commerce, has emphasized in "Douyin E -commerce's Underworld: How to Do it around incremental value" that the more efficient people's cargo connection effect brought by the content field+central field is The reason why it can bring the principle of incremental value.

It can be seen that the content is still the focus of vibrato's creation of value, but the uncertainty of the content cost for super anchors is becoming an important reason that affects whether it is only carried on a platform on Douyin.

As a traffic entrance to the live broadcast, high -quality content is an indispensable and important part. However, how to maintain the content advantage for a long time has become an uncertain factor that plagues major anchors.

At this moment, Oriental Selection and Yu Minhong can replace the traffic of performing arts stars with their strong connections and influence, but this method does not have replication and marginal benefits. All the anchors of the sound are the people who run with the content traffic bonus. Whenever the content bonus is topped, the data of the cargo will also fluctuate.

Specifically, when an anchor breaks the content after Douyin, the recommendation of the content will fall after the anchor traffic reaches the peak. There is no doubt that risk will increase.

In the face of the situation where the content cannot be changed and the marginal traffic is diminished, if you want to achieve business value quickly, to a large extent, fast e -commerce is the consensus choice of anchors.

However, to achieve e -commerce, weakening content, and strengthening of the supply chain are inevitable trends.

The reciprocating live broadcast was once the four head anchors, and the output volume of almost the content of the mid -and -late content of the goods is becoming less, especially the dating friends, East selection, Xiao Yang brother and other top -flow live broadcast rooms. Both the product discount and the content of the content are declined.

And this is contradictory for Douyin, which is mainly emphasized. As a result, the continuous creation of gods and eliminations will continue to perform every other time. Douyin's demand for strong content has never stopped. In other words, if the content does not increase investment, for the anchor, it is more about the market for the stock of goods.

This ecology is not friendly for head anchors. Research reports on many securities firms show that the price of Douyin's online traffic is becoming a very high cost of cost. For smooth costs, multi -platform operations have once again become an industry consensus.

Secondly, for the anchors, the methodology of the e -commerce platform is compatible. Simply put, after leaving Douyin, traffic acquisition is not difficult. Since the beginning of this year, once the Douyin net red Zhu and Yili Xiaoshazi has been broadcast on Taobao, it has also created good results from the data.

Taking Zhu once as an example, the number of viewers of the live broadcast is 2.66 million. From the perspective of the results of the goods, Xiaomi items won 250,000 sales. More than 20. Yili Xiaoshazi lived on Taobao for a month, rising 530,000, and a live broadcast view of more than 12 million. At the same time, he also had a good interaction with the old -fashioned domestic products and big -name beauty. At the 618 preheating field on May 25th, Xiaomi REDMI Note11T series mobile phone new mobile phone new mobile phone released pre -sale, and the sales volume of single products exceeded 500,000 yuan.

The demonstration effect of the escape anchor has made the head anchor trapped in the Douyin algorithm see hope, and after the selection of Douyin, the slowdown of the progress of the gods has also consolidated all the anchors to some extent. Confidence in the development of the platform.

This time, the card that the content creator first, how to take the tutoring, whether the structure of the e -commerce company will change, will take the time to give the answer.

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