Bilingual live broadcast "Fire out of the circle", did you place an order or not to take notes?

"Literature should pay attention to those ordinary people, because they are more touching and more powerful." People forget that this is a live broadcast of goods, and thinks it is a classroom of knowledge sharing. The anchors taught literature, teach English, and also talked about their families. The audience in the comment area listened to it. ability.

From the morning of June 14th to the early morning of June 15th, the New Oriental Live and Stock Platform -Oriental Selection conducted a live broadcast of nearly 19 hours. The live broadcast continues the characteristics of the new Oriental anchor "Frequent Golden Sentences and Poly Technology". In addition to introducing the common operation of English words with "small white board" while introducing the product, some anchors talked about Du Fu's family feelings and some anchors for some anchors. The guitar sang English song. Netizens refer to the style of the Oriental Live Room as "Canton Circuit". At noon on the 15th, the number of Douyin fans in the East had reached more than 6.4 million, and the powder increased by over 5 million people within 7.

Behind "Fire Circle" is the transformation and exploration of New Oriental. On December 28 last year, New Oriental announced the establishment of Oriental Selection and entered the live broadcast to bring goods. The road of transformation was not happened overnight. After 6 months, New Oriental finally found a live broadcast path full of its own characteristics. It is refreshing from the live broadcast of "goods" to the live broadcast of "knowledge".

Oriental selection to create a "most cultural and quieter" live broadcast room cannot be separated from the strong team. It is understood that the anchors of the New Oriental Live Room team are all teachers of the company, and the ability of the three -foot podium to practice was used into the live broadcast. Their language is smooth, expressions, or leds, or martial arts, showing strong field control and rich knowledge reserves.

As an old education group, New Oriental has also seized the new path of transformation. After re -positioning as "education company with education products as the core", New Oriental found the sales channel for live broadcast and cargo. After expanding the category to the book, the teachers are like fish, and the soul chicken soup and humorous paragraphs are used together. Eastern selection that has taken out the differentiated route can be described as a "clear stream" in the live broadcast circle, prompting New Oriental's transformation to eventually usher in a "explosion point."

The market gave the market quickly feedback on the popularity of New Oriental Live. According to the data of the third -party monitoring platform, the East Selection was broadcast live on June 14th to 15th. The number of viewers reached 3.1669 million, and the sales of goods were 45.095 million yuan, which was 50 times the live broadcast of the first day of June. At the same time, the hotness of the live broadcast room has also driven the company's stock price to rise sharply.

From the end of 2021, it was broadcast live to the recent fire, and the transformation of New Oriental has gone for half a year. In the past six months, I wrote a vivid footnote for the accumulation. Behind half a year, it was the accumulation of nearly 30 years of education. In combination with its own characteristics, "old companies" embarked on the new track, and actively "re -entrepreneurship" is worthy of recognition. The transformation of New Oriental also provides a reference and motivation for the company that faces difficulties.

While moving the spirit of New Oriental, there are more problems that need to be paid attention to. Can "bilingual with goods" be maintained for a long time or is it just a flash? What is the future trend after the rise of fans and the rise in goods? In addition, as an educational technology company, New Oriental's supply chain management and selection are one of the main tests of the future. Therefore, industry insiders pointed out that the selection of oriental selection should start from the product quality, and on the basis of enhancing the core competitiveness of the product, carry forward the live broadcast style of the New East method, create a live broadcast space with a visual and long knowledge, and ensure that the consumer experience can be stable in multiple aspects. To far away.

Source: Workers Daily

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