Financial Associated Press, June 13 (Editor Hu Jiarong) New Oriental Online (01797.HK) has performed amazingly recently. The company's stock price rose by more than 70% last week, and it rose by more than 40% as of press time.According to relevant data, the sales of Dongfang Xuan’s 9-hour live broadcast today was 16.067 million yuan.
The reason for the sharp recovery of New Oriental's stock price is that New Oriental Online has previously launched the "Oriental Selection" live broadcast platform. It is reported that the live broadcast platform is 100% controlled by New Oriental Online.
Although the platform was unstable and not popular at the beginning of its launch, and did not attract too much attention from the market, but recently they have adopted a relatively new live broadcast method, combining English teaching and selling goods. The model has attracted a lot of attention from the market.
According to the Dou Monster data platform, as of press time, Dongfang Selection’s live broadcast sales today were 275,000 pieces, and the live broadcast sales were 16.067 million yuan.Currently, Oriental Selection has 3.112 million fans.In addition, New Oriental also has accounts such as "New Oriental Live Room", of which New Oriental Live Room has 2.38 million fans, and its sales are far less than that of Oriental Selection.
At the same time, according to the platform's data, the company's 50-day fan increment was 1.265 million.
CITIC Construction Investment recently released a research report saying that compared with the top anchors on the Douyin platform, the number of top ten multi-fans is 10 million+, the average daily GMV is 10 million+, and the average daily viewing number reaches 5w+.In contrast, in the past two days of Dongfang Selection, the GMV and the number of viewings have been among the top live broadcast rooms, and the number of fans still needs to be increased in the follow-up, and there is still a lot of room for improvement.
At the same time, it is also compared to the Douyin live broadcast room of Make a Friend (formerly Luo Yonghao), which has 17 million fans, an average GMV of 5 million+ per game, and an average daily GMV of 10 million; Dongfang Selection focuses on agricultural products, and the proportion of food and general merchandise products accounts for 80%+. The customer value is nearly half of making a friend (73 yuan), and categories such as cosmetics, books and stationery are gradually being developed, and the follow-up customer value is expected to gradually increase.
What is the direction of other education and training transformation for New Oriental to start live broadcast sales?
In addition to New Oriental's "second entrepreneurship", for example, Xueda Education (000526.SZ), which is listed on the A-share market, reached a cooperation agreement with Dana Education in October last year. The two parties will cooperate in the non-disciplinary business of the offline learning center. Including adult vocational education, youth programming and intelligent robot education, as well as related science and technology competitions, study camps, etc.
TAL.US, which is listed on the US stock market, has also officially announced the launch of a new brand "American School" on December 21, 2021, which is positioned to provide complete live broadcast, teaching and research, and AI system solutions for the education industry, including live broadcast. Cloud, Teaching and Research Cloud, and Zhixue Cloud are three core businesses.
TAL's Xueersi brand has now expanded its Mathematical Olympiad training business to Southeast Asia.
