The commission ratio is 15%, a single sample was broadcast in March, and New Oriental became a stirring in the live broadcast industry?

"We don't have any other requirements, we want to live a live broadcast."

Speaking of the popularity of the "Oriental Selection" live room of New Oriental Online recently, a well -known brand leader laughed at the surging news reporter.

In the five languages, the cumulative increase in products and stock prices this month has increased by more than 300%, and fans have exceeded 6 million ... Recently, the popularity of New Oriental Live Room has caused a huge response between merchants. "How to find New Oriental contact information?" "Line in line is waiting for live broadcast" in a new consumer brand group of about 300 people, many businesses emotion.

What is the model of New Oriental with goods? After interviewing a number of suppliers, the reporter found that New Oriental adopted a pure commission model and did not charge pits. The commission is slightly lower.

At the same time, New Oriental will not ask a lot of samples for trial eating. Some suppliers revealed that each time New Oriental brought goods, it only asked for 1-2 samples, and even a sample was broadcast for 3 months.

In terms of market, the stock price of New Oriental has continued to soar today. As of the afternoon, New Oriental Online (01797.HK) was reported to HK $ 14.12, up 31.47%. New Oriental (09901.HK) reported at HK $ 19.58, up 34.11%.

A consumer brand cooperation merchant's feelings about the live broadcast room of "Oriental Selection".

Once sending red envelopes in Daqun to bring goods, welcomed by small and medium -sized merchants

The small and medium -sized merchants "Georgia" (pseudonym) that once cooperated with the New Oriental Live Room told the surging news reporter that the process of bringing the goods mainly includes: docking with business first, and sending samples to the live broadcast room after the initial screening. And negotiation commission. "The overall efficiency is very high. From the docking business to the live broadcast, I only spent 10 days." George said.

"Cooperation with them is the most comfortable, unlike other anchors that need to be related." He lamented to reporters. "As long as the quality is sufficient, the selection of products can be broadcast live."

On June 15th, the latest selection requirements of the "Oriental Selection" provided by the merchant, the score of the Docking Douyin store, the full score of 5 points

The commission ratio of New Oriental is about 15%-20%. What level is it in the industry? "Very conscience." Georgian said that in his opinion, the charging high pit fee in the industry has become a convention. After the "reshuffle" of the live broadcast industry, some anchors have even issued a pit fee and Gundam of more than 50,000 yuan. More than 30%of commissions also require merchants to provide the lowest price.

A quotation provided by a live broadcast platform to merchants.

It is worth noting that despite the high reputation within the merchant, the current transformation capabilities of New Oriental live broadcast rooms are uneven. George said that his products were not high in the live broadcast room, only a few hundred to thousands of orders were shipped, but some brands were very good, and a few thousand orders were released a day. "This is affected by multiple factors, which may have something to do with traffic and the status of the anchor on the day." George said. "The big anchor has good data because they bring a few games a month. The sales volume is relatively concentrated. New Oriental is bringing goods every day, so it is quite good to do it."

Another new brand merchant said with a smile to reporters: "The posture of New Oriental Business was still a little humble." When New Oriental launched the live broadcast last year, due to the poor performance of the goods and the low attention, the business had to send red envelopes in the large group to ask the merchant's attention.

Oriental selection business has previously sent red envelopes in the group to attract merchants' attention.

From the perspective of this merchant, although the New Oriental Live Room did not charge high fees for merchants, and adopted a pure commission model, the merchants around them unanimously provided the lowest price to New Oriental. "The live broadcast industry is very deep and the competition is very bad. Most merchants are operating at a loss. I hope that New Oriental can change the industry." The merchant bluntly said.

New Oriental Online CEO Sun Dongxu said in an interview with surging news that he would unswervingly use agricultural products as a strategic positioning. According to the new Oriental Live Room obtained by the reporter, the category of goods was found within 180 months of the new Oriental Live Room, and it was found that its cargo varieties were mainly food beverages and fresh, accounting for more than 90%of the total amount of goods.

Big brand: Some people say that the effect of bringing the goods has achieved the "top flow level", and some people are still watching.

The sudden popularity of New Oriental has attracted the attention of more brands, and many well -known brands in the industry have also tried to enter the game.

On June 14th, Miao Kelan was lived in New Oriental's first live broadcast. "In just a few minutes, the sales in the New Oriental live broadcast room exceeded 1 million yuan." The relevant person in charge of Miao Kelan Duo told the surging news reporter. In his opinion, this data "is already the effect of top -flow anchor."

"New Oriental's routine is less." The person in charge said that the commission ratio of New Oriental is between 10%and 15%. "The New Oriental Live Room is a clear stream of most of the live broadcast rooms of the Douyin platform. It brings new elements to this track and will continue to cooperate in the future."

The person in charge of a well -known beverage brand told reporters that it has not yet cooperated with New Oriental, but has been discussed internally. "New Oriental Live is a very good transformation, which is very distinctive." The person believes that most live broadcasts are a routine. New Oriental's live broadcast model is very novel. In addition, the background of its educational institutions is trusted. "Maybe it will really become a new choice for the brand."

Another beverage brand revealed to the surging news reporter that before the New Oriental live broadcast, the two parties have begun to talk about cooperation. At present, it is still prepared.

"They do not charge the pits." The relevant person in the beverage brand said that the current cooperation expenses of the two parties have not changed, but the specific amount is inconvenient to disclose. "The traffic of New Oriental went up all of a sudden. At present, it is in the running -in period. It feels difficult to say later. Everyone is watching while walking." Talk. "Liu Xian (a pseudonym) of a coffee brand e -commerce personnel told the surging journalist and compared with the live broadcast of selling points, promotions, forced orders, and selling The live broadcast method seems to be trying to change the public's perception and feelings of the live broadcast.

"New Oriental China Merchants has recently exploded, and many brands want to cooperate." Liu Xian told reporters that like other live broadcast companies, New Oriental teams will also communicate basic processes such as selection. Its company is currently connected to the New Oriental Live Broadcasting Room. It is in the stage of arranging samples and polishing scripts. "I don't know the specific cooperation conditions, but we want to try it."

Liu Xian said that on the one hand, the enthusiasm and topics of the selection of live broadcast rooms in the East are high, and the sales volume is really good. Secondly, the brand can also wipe different sparks from the temperature live room.

Liu Xian is a senior person in charge of e -commerce and has rich experience in recruitment of e -commerce talents. Liu Xian introduced that currently there are bilingual anchors with certain English ability, and the monthly salary has increased very high recently. Earlier, the price of Shanghai industry was 12,000 to 15,000 yuan. From the perspective of a recruitment website, it has risen to 25,000 to 40,000, or even higher. "The reason for the new Oriental fire is not only a bilingual live broadcast as a gimmick. What makes the public feel more charm is behind the bilingual live broadcast. The teacher's personal rich reading and understanding of life."

Industry insiders: commission models are healthier than "pit fees"

"The pit fee is a kind of advertising fee, which is mainly seen in the stars with goods. Stars have advertising benefits, and ordinary anchors generally have no pit fees." A senior practitioner in the live broadcast industry told the surging news reporter.

"Compared with the pit fee, the commission model is a healthier development model and helps the anchor's sustainable development." The person said. In his opinion, the proportion of commissions in New Oriental is not extremely low, belonging to the industry average. "The proportion of commissions mainly depends on the category of goods, such as some virtual products and clothing products, and the profit space is high, so the proportion of commissions has also increased accordingly."

"If it is a digital 3C product, it is generally good to reach 5%-10%. The ratio of 10%-20%of the food category is reasonable."

In his opinion, whether New Oriental will continue to succeed, it still needs to continue to pay attention. "On the one hand, the live broadcast and cargo compete for traffic, the competition is the personal brand of the anchor and the live broadcast room. The key to growth. "

E -commerce observer Li Chengdong told the surging news reporter that at present, the charging standards of New Oriental are a more reasonable level, but in the future, with the expansion of the number of users and fans, it is difficult to say whether the price increases. "From the perspective of the development trend, New Oriental will still maintain fans to grow at a high speed in the short term, but the efficiency of the cargo -bringing model is sufficient, and it is yet to be observed whether it can continue for a long time."

"There are more than 10 million students in the history of New Oriental, and hundreds of millions of people have used their textbooks. Wake up the memory of these people and make them fans. Chang Shen Yongming expressed his affirmation of the new Oriental cargo model.

"Selling cultural products is particularly good, and high -end foods can also be. High -quality, high -quantity fans, high online is the focus of New Oriental live broadcast. Some people must sell it. Therefore, New Oriental still has the opportunity to continue to explode in the live broadcast." Shen Yongming Ming Mingming Forecast.

Source: Surging News

Edit: Weekend

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