"How to say 'Original cutting' for original cut steak; what do you say if you don't like raw food, and you want the meat to be cooked a little more? You can say, 'Medium well'..." You know astronomy, geography, and knowledgeable talents. The English-speaking New Oriental anchors seem to be leading the way of New Oriental's live broadcast delivery on the right track.
While watching the live broadcast to buy things, while learning English, with the bilingual delivery of goods in a new way, the new Oriental way of live broadcast delivery has created a screen-swiping effect in a very short period of time.According to a third-party data platform, the GMV (gross merchandise transaction) of the Dongfangxuan Douyin live broadcast room under New Oriental Online exceeded 20 million yuan in a single day on June 11.
The popularity of the live broadcast has also driven the stock price to soar. According to data, New Oriental Online has increased by more than 180% in the 9 trading days of this month.Many netizens commented: New Oriental has finally found a way to bring goods.
The Red Star Capital Bureau noticed that with the differentiated positioning of "bilingual", "literate" and "high-minded", Dongfang Selection successfully broke through in a number of live broadcast rooms.But after the novelty of bilingual live broadcasting, it remains to be seen whether this strategy will work in the long term.
The road to live broadcast
At present, the Dongfang selection live broadcast room seems to have the potential to become the top of the industry.According to the research report of Cinda Securities, from the point of view of single-day GMV, Luo Yonghao’s “Make a Friend” live broadcast room had an average daily GMV of about 10 million yuan in May this year, and a peak daily GMV of 30 million yuan.The single-day GMV of the Oriental Selection is about 3.5 million yuan, 14 million yuan and 20 million yuan respectively from June 9th to 11th.
From the perspective of the number of viewers, the number of viewers in a single day from June 9th to 11th was about 2 million, 9 million, and 12 million respectively, which was in a trend of rapid increase."If Oriental Selection can maintain GMV, it is expected to become a leading live broadcast e-commerce MCN institution." The aforementioned Cinda Securities research report believes.
Live streaming with goods rolls to a new height
The success of all this is due to the new way of New Oriental - bilingual live broadcast.
The Red Star Capital Bureau noticed that in the Dongfang selection live broadcast room, one side is a whiteboard full of English words, and the other side is the products to be displayed, including steak, laundry detergent, rice and so on.The anchor teachers of New Oriental will introduce the products, interspersed with Chinese and English bilingual explanations, human geography, historical philosophy and other content.
Among the anchors, the most popular teacher is Dong Yuhui, who was originally a famous English teacher and subject leader of New Oriental Online Senior Three, and called himself "Zhongguancun Jay Chou".
Dong Yuhui made a lot of witty words in the live broadcast room. When selling rice, he said: "I didn't take you to see the snow-capped Changbai Mountains, I didn't take you to feel the breeze blowing in the fields in October, I didn't take you to see it. The ears of grain that bend down like a wise man, I have not brought you to witness all this. But my dear, I can let you taste such rice." When selling ham, he said: "It is the taste of the wind, it is the salt taste, marinated by the magic of nature and time.”
Such a description makes consumers who are accustomed to listening to "babies" and "lowest price" sigh that the New Oriental teacher's next live broadcast is simply a "dimension reduction blow". , when I grow up, I buy new Oriental goods." "This summer vacation, I will weld my baby in this live broadcast room."
Bilingual live broadcasts are not the only magic weapon in the selection of the East. These anchors are good at singing and dancing, and they are proficient in all aspects of Chinese learning English, and they all lead the way.
When the anchor of Dongfang Selection brought an electronic piano to the live broadcast, he played "Canon" at will, and broadcasted it to the happy place, and also sang while playing.
After the bilingual live broadcast exploded and the stock price rose, New Oriental began to extend an olive branch to the market.Dongfang Selection is urgently recruiting talents for bilingual anchors, English anchors, Douyin customer service, short video editors, operation editors and other positions.Among them, the salaries of bilingual anchors are the most enviable.According to the relevant information of BOSS direct employment, the current salary of Dongfang's selection of bilingual anchors is 50,000-60,000 yuan per month.
According to the Red Star Capital Bureau, on the evening of June 13, New Oriental Online responded to reporters about the bilingual live broadcast, saying, "Our entire team is very excited about the recent popularity, but 'red or not' is not our opinion of Dongfang. The understanding dimension of selection value. The original intention we have determined since the first day of establishment is to bring a sincere, professional, interesting and meaningful live broadcast, so that everyone, whether shopping or not, can stroll around, relax, and learn some knowledge ."
New Oriental Online said, "When choosing a host, pay more attention to the connotation of the host, such as professional communication, well-trained, interesting and predictable."
No pit fees and lots of samples
A news that a supplier broke the news that New Oriental brought goods without pit fees and a large number of samples rushed to Weibo hot search on June 14.
The hot search content shows that the commission ratio for live broadcast of agricultural products is 10%-15%. What Dongfang Selection now wants is not to make money, but to attract fans.According to the China Securities Journal, New Oriental responded to the reporter: The news that there is no need for pit fees and a large number of samples to bring goods is true.Regarding the current development of the live broadcast business, New Oriental said that live broadcast is a business with a relatively good development momentum at present, but it does not mean that all the current work of New Oriental is live broadcast.
According to Yicai, for Peng Ming, CEO and co-founder of Steak Preservation Bureau, and his company, the recent happiness has come suddenly. Million-level, "Booming orders."
He recalled that at the end of April, he heard that Mr. Yu from New Oriental was going to start a live broadcast. He thought it was very interesting, and with the mentality of giving it a try, he approached his colleagues to discuss cooperation.
Peng Ming said that he felt that Dongfang Selection was for education. People were very down-to-earth, and they would not be like the anchors of some platforms. They opened their mouths and talked about the cost of pit fees first, but they had a strict attitude and asked various companies from the beginning. Qualification certificate, strictly control the quality.In addition, what impressed him was that many platforms asked the brand for a large number of samples for display and tasting before the broadcast, but Mr. Yu's team was very restrained. They sent a few copies at the beginning, and they said enough Well, as long as a few displays are enough.
According to Peng Ming, the company’s sales in the live broadcast studio of Dongfang Selection did not exceed 10,000 yuan (single-time sales) in the whole month of May. It was not until the sales on June 1 that the sales exceeded 10,000 yuan. There were ups and downs, but in the second week of June, the situation suddenly changed, "I checked the data in our back office, the sales on the 7th exceeded 60,000 yuan, the sales on the 8th were more than 200,000 yuan, and the sales on the 9th were more than 60 yuan. 10,000 yuan, and on the 10th, it directly broke one million yuan, reaching more than 1.2 million yuan." Peng Ming's steak sales have skyrocketed, "Now these few days, the daily sales are more than one million yuan."
road ahead
Bilingual live broadcasts, private brands, educational products... The road to New Oriental's live broadcast seems to be imminent, but is the future really smooth?
Moving forward with weight:
still suffering huge losses
First of all, it is obvious that New Oriental has not yet completed its self-rescue and is still suffering huge losses.Under this premise, live streaming can be called "moving forward with a heavy load".
The performance report for the third quarter of fiscal year 2022 shows that as of the end of February this year, New Oriental (EDU.US) had a net revenue of US$614 million, a year-on-year decrease of 48.4%; the net loss attributable to shareholders was US$122 million, compared with a net profit of 1.51 in the same period last year. billion US dollars, a year-on-year decrease of 180.9%.In the first three quarters, New Oriental’s net revenue was US$2.581 billion, a year-on-year decrease of 15.8%; the net loss attributable to shareholders was US$998 million, compared with a net profit of US$380 million in the same period last year, a year-on-year decrease of 362.8%.
Yu Minhong said that although the company is in the stage of business restructuring, new businesses and initiatives are showing positive and good growth momentum.Revenue from New Oriental's remaining main business, overseas test preparation and overseas consulting business, increased by 15% year-on-year, while the domestic test preparation business for adults and college students climbed about 59% year-on-year.
According to the semi-annual report of Hong Kong stock New Oriental Online, as of November 30, 2021, the total revenue of New Oriental Online was 574 million yuan, a year-on-year decrease of 15.3%; the net loss was 544 million yuan, and the loss also decreased by 19.3% year-on-year.
In the financial report, New Oriental Online stated that during the reporting period and the foreseeable future, the company's business includes five categories: university education, overseas test preparation, institutional cooperation, live broadcast business business, and educational intelligent hardware products, but did not disclose the live broadcast business business. specific revenue data.
Obviously, New Oriental also understands that it is not enough to rely on live broadcast to bring goods.But as far as live streaming is concerned, you can't sit back and relax at the moment.
Although bilingual live broadcasts are very popular, at present, both in terms of the number of fans and sales, Dongfang Selection is far from reaching the "top-notch" level, and these two data have fluctuated greatly in the past three days.
According to the new data, from June 9th to 11th, the number of fans in the Oriental Selection live broadcast room increased by 440,000, 770,000, and 300,000, respectively, and the transaction volume increased by 2.62 million yuan, 11.23 million yuan, and 5.22 million yuan, respectively, with obvious fluctuations. .
Market concerns:
Topic freshness and monetization ability
In addition, the freshness and monetization ability of bilingual live broadcast topics also worries the market.
The research of Red Star Capital Bureau found that the customer group positioning of bilingual live broadcast is a double-edged sword. At present, the groups who come to live broadcast include two types of people who “come to class” and “come to shop”.
Generally speaking, in the early stage of operation, such cross-population audience positioning can rapidly expand passenger flow and increase popularity; but when the novelty is exhausted, users who "come to class" may feel that such a live broadcast room is "too commercial". Users who “come to shop” will pay more attention to the product itself. Numerous successful practices have proved that the anchor who brings the goods must go deep into the upstream of the supply chain and fundamentally grasp the pricing power of the product in order to retain customers for a long time.
For enterprises, the purpose of bringing goods in the live broadcast room is to monetize. At present, New Oriental is still in the stage of trying to save itself. When the topic of bilingual live broadcast cools down, how can Oriental Selection continue to remain attractive?How to create a golden IP?How to do a good job in the cooperation of the upper and lower supply chain logistics?How to keep real consumption users?These may be issues that need to be urgently considered in the live broadcast room of Dongfang Selection.
【Editor: Shao Wanyun】
