Can the educational institutions incubate the next oriental selection?

Zhongxin Jingwei, June 19th (Zhao Jiaran) "You don't actually want corn, what you think is yourself." With bilingual live broadcast and golden sentences frequently, "Zhongguancun Jay Chou" Dong Yuhui was completely red, and it also made it to let the circle, and it also made it to let the circle. More people re -examine the old -fashioned education companies behind the East selection.

Live selling agricultural products, doing catering, switching to charging enterprises ... In the past a year after the "double reduction" landing, the transformation of teaching and training companies can be described as a lot of tricks. After the East selection, how about the same cross -border teaching and training companies?

New Oriental's online stock price flattened more than a year of decline

On the 16th, Yu Minhong mentioned in his public account "Lao Yu Gossip" that since he decided to do Oriental selection at the end of 2021, he has been questioned by all walks of life after using agricultural products as the main goods. "There are sympathy, ironic, and regrets, but few people think that New Oriental can be successful." He believes that the live broadcast uses the characteristics of New Oriental teachers.

On the same day of Yu Minhong's update of this article, the total number of fans selected by the East exceeded the 10 million mark. The stock price of New Oriental's online online increased to 100%. Since June, the stock price increased by 780%. The closing price of the first trading day in 2021 was HK $ 26.85, which flattened the decline in more than a year.

With the explosion of the East, its account matrix is ​​also expanding. It is reported that on the short video platform, there have been different vertical accounts of the Oriental selection brands such as "Books selected by the East", "Eastern Selection", "Eastern Selected 3C Digital". Not long ago, Yu Minhong revealed that New Oriental has formed a "New Oriental Live Room" team that sells New Oriental education products, including books, learning hardware, courses, etc.

On the 16th, Zhongxin Jingwei contacted the New Oriental Online, and the other party said that Dong Yuhui's current popularity was a little beyond imagination. "We are an educational transformation company, and we don't want to excessively expose entertainment." Talking about Dong Yuhui's live broadcast, Yu Minhong said that he had become a phenomenal spread, but "may also be a momentary excitement." Open the situation and open a new path for the development of New Oriental.

How about other teaching and training companies?

Seeing that Dongfang's selection of live broadcasts became more and more fiery, and it led to New Oriental Online's stock price, A -share Dou Shen Education, Zhonggong Education and other many stocks. At the same time, many investors seem to have seen a new idea of ​​transformation of teaching and training staff, hoping that other teaching and training companies will also follow New Oriental and lay out e -commerce live broadcast.

Among them, Dou Shen education recently responded to investors that about 100 teachers in the company shared their knowledge on the live broadcast platform. Earlier, the company pointed out in the 2021 report that the chairman Dou Xin has led core members into Douyin and provides multi -category courses and products in a live broadcast method. During the reporting period, the company received about 37.76 million yuan through Douyin live broadcast.

However, after three consecutive days of stock rising nearly 50%, Dou Shen Education received a letter of attention from the Shenzhen Stock Exchange for "hot spots" on the 17th. The Shenzhen Stock Exchange requires whether the Dou Shen education verifies whether the report of the media's "teacher participation" is true, and comprehensively verify the compliance of the company engaged in the live broadcast business.

Many educational listed companies have also been urged to bring live broadcasts by shareholders. For example, some investors have recently proposed to the University of Education, "Have the company thought about learning the new Oriental transformation and let the stock price return to a reasonable range"; Kevin Education was asked "what are the similar business in the company and New Oriental"; In the investor, the investor asked: "New Oriental live broadcast the fire, did your company consider taking the live broadcast route?"

In addition to live broadcast, teaching and training companies also laid out in non -educational industries such as catering. At the beginning of 2022, Park Xin Education, which was listed on the US stock market, announced its entry into the fast food industry. The company said that it is evaluating the opportunity to expand existing business by entering China's fast food chain restaurant business, and is expected to improve the passenger flow through the opening of new stores around its Parkin School or internally.

Prior to this, Park Xin Education announced at the end of 2021 that it would sell its off -school training business of its K12 discipline, which accounted for 59%of the income in the third quarter.

Before the layout of the fast -food industry's initial results, Park Xin Education was in danger. In May, Park Xin Education announced its debt reorganization, and the company had set up a liquidation team. As for the "bankruptcy" of Park Xin's education, the company said that this interpretation was not accurate and will continue to operate.

The online education institution Ruis Education, which is listed in the US stock market, chose to merge with the charging service company. As of December 2021, Ruisi Education has sold all its assets in China; in February 2022, Ruis Education signed a consolidated agreement with Nengzhi Zhidian, which was a new energy service provider. After that, Nengzhi Electric will officially land on Nasdaq through mergers and acquisitions, becoming the first share of China's charging service.

Who is the next "Oriental Selection"?

The transformation forms of the teaching and training industry are diverse. Who can become the next "Oriental Selection"? Some opinions believe that Dong Yuhui's phenomenon -level communication is difficult to copy.

Lao Yiling, director of the E -Commerce Research Center of Shanghai University of Finance and Economics, said that some teachers like New Oriental have the natural advantages of live broadcasts, such as the interpretation of knowledge and products. However, not everyone can bring good goods, let alone everyone has the influence of Dong Yuhui. At the same time, in addition to the anchor himself, the success of the live broadcast also depends on the contribution of the team behind.

Chu Zhaohui, a researcher at the Chinese Academy of Education and Science, said that the resources, personnel quality of various teaching and training enterprises are very different, and cannot completely copy New Oriental Live. "In fact, the transformation of the discipline education industry is not only the transformation of the enterprise level, but also the transformation of practitioners in the education industry. Development itself is looking for certainty in uncertainty, and there is no stable market. Therefore, the cross -border layout similar to New Oriental still takes time to consider. At the same time, the transformation of teaching and training enterprises also reflects the industry trends behind. "In the short term, the overall space of the teaching and training industry will be compressed, and there will be no large market space in the future. Fortunately, in general, the social relationships of the staff of the teaching and training industry are relatively strong and the professional ability is high. The education industry in the transformation is also more flexible. "Chu Zhaohui said.

"For head discipline training institutions, although the original core main business has not had much room for growth, after all, a large number of users have accumulated, and the original user stock can be directed to other fields. Who can be more smooth and more smooth and more It is very important to realize the transformation quickly. "Shen Meng, director of Chan Song Capital, said the analysis of the Sino -Singapore Jingwei. (For more report clues, please contact Zhao Jiaran, the author of this article: [email protected]) (Zhongxin Jingwei APP)

Editor in charge: Chang Tao

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