East selection, refused to be "kidnapped" by Douyin

Source | Bohufn

Author | Lingling

Recently, the independent app selected by Oriental has received a lot of attention. According to third -party platform data, the APP currently downloads 200,000.

Since the lap of "knowledge live broadcast" in June, the popularity of the East has been "online", and sales data is very considerable.

Today, what is the intention of the Eastern selection to launch an app? How much is the chance of victory?

Oriental selection self -built app

On December 28 last year, Oriental selection opened live and cargo. It is reported that on the first day of the live broadcast, Yu Minhong's blessing was present. The live broadcast set a fellowship of 4.6 million GMV. On the next day, Yu Minhong did not appear in the live broadcast room. The live broadcast only sold 20,000 GMV.

As of May 31, 2022, the total revenue of New Oriental Online Live E -commerce Branch was 24.6 million yuan, which was equivalent to selling 158,700 yuan per day.

In June of this year, Dong Yuhui's talent live broadcast made the East selection a moment of fire, and the hot search began to continue. According to incomplete statistics, since June, Dongfang has selected less than 100 times.

GMV has maintained a strong output all the way. According to the data of the cicada mother, the East has selected the "one" in June and July. The cargo data for nearly 30 days has also exceeded 600 million, with an average daily sales of more than 20 million.

As of now, the Douyin account selected by Oriental has 24.895 million fans.

(Douyin screenshot)

At this section of bones, the app selected by the East is noticed by the outside world. It is worth noting that the APP has been launched in April this year. According to Qimai data, the download volume before June 10 is 0. After the east selection of the live broadcast room became popular, the app download of the APP increased to about 200,000.

Eastern selection APP includes Oriental selection self -operated products and non -self -operated brand products, including fresh fruits and vegetables, seafood aquatic products, meat poultry eggs, dairy health and other categories.

The APP also provides a two -dimensional code. As long as the QR code is recognized, you can add the Eastern Selection fan group.

Judging from the past remarks of Yu Minhong, the selection of Oriental has long been assigned to lay out e -commerce matrix.

On June 28 this year, Yu Minhong mentioned in his personal public account "Lao Yu Gossip", "Behind the lively, testing our long -term stable development capabilities. Long -term stable development, mainly depending on layout capabilities."

In his ideas, the East selected "to build an excellent agricultural and living industry chain." He mentioned that a three -dimensional sales platform should be established to serve more Chinese merchants. In addition to Douyin, this three -dimensional sales platform will also consider other platforms and even self -built platforms.

Today, the East's selection APP may further confirm this statement.

What is the self -built app?

In fact, from the beginning of the East selection, the chips were not on the same platform.

Before the self -built APP, Oriental selection has opened small programs such as Jingdong flagship store, Tmall flagship store, and Oriental selection PLUS. In addition, the two WeChat video numbers "Oriental Selection Official Number" and "Oriental Selection Members" are updating live sliced ​​videos every day.

In essence, the layout of this multi -platform stems from the extreme insecurity brought by a single platform. Especially the platform like Douyin to control the "destiny" of an anchor brand, which is a bit more unstable.

Douyin's algorithm mechanism decides that it is not difficult for anchors and brands to want to fire, but it is not so easy to keep fire. Besides, no matter how hot you are, these traffic are always in the hands of Douyin, and it is difficult for anchors and brands to form their own private domain pools.

Earlier, the outside world reported that the East selection encountered a littering restriction, and both parties denied this statement. But on the same day, New Oriental's stock price fell nearly 10%.

It is obviously unsafe in a basket, and it is understandable that multiple platforms layout and build their own self -retained land.

Although many super -anchors in the past did not build their own apps, they also opened up a private domain flow pool in the WeChat public account for live broadcast dynamic declaration and welfare distribution. place.

In the short term, Oriental selects apps or takes up such a role. On the one hand, users can be used to private domain pools and regularly do some propaganda. On the other hand, they can undertake traffic and orders outside the live broadcast room to extend their revenue.

(Oriental selection app homepage)

Oriental selection as "vertical e -commerce",

What is the chance of victory?

In the big name, does the Eastern selection APP carry Yu Minhong's wish for "e -commerce independent station"?

This answer may be yes. But as Yu Minhong said, don't worry, take it slowly. What is done is strategy.

Oriental selection wants to be a "e -commerce platform for high -quality agriculture and other products in China", which is equivalent to a vertical e -commerce of agricultural products. The difficult current situation of vertical e -commerce is obvious to all. The "small and beautiful" vertical e -commerce business can also have a considerable room for growth in the past environment. Nowadays, with the disappearance of the demographic dividend, the comprehensive e -commerce platform category is becoming more and more abundant and strong, and the living space of vertical e -commerce has been greatly oppressed.

Not long ago, Mi Na announced that its APP would stop operation, and the founder Liu Nan turned his focus to operating its own brand. Payberry Babe.com also transformed social e -commerce because of failure to operate, and has continued to twists and turns.

When Jumei Youpin delisted from the NYSE in 2020, the market value had fallen 90 %; the financial report of Mushroom Street in the second half of the fiscal year in the second half of the fiscal year in 2022 showed that the net loss attributable to shareholders of Mushroom Street was 228 million yuan. Over the years, vertical e -commerce e -commerce either fails, or transitions, or being acquired, or struggling, is that there is still no available head player who has no size and moisturizing.

So, there are already many people who have verified the way that they can't get through. Can the East selection really go?

Since the beginning of this year, those who have also established their own e -commerce apps are Moutai to launch the "I Moutai" APP. Moutai's strong brand effect has achieved the flow of water and cargo power of the Moutai.

At this point, it is difficult for Dongfang Selection to achieve a strong play as I. Moutai. After all, the selection of Oriental has only entered people's vision for a few months, and the brand effect is not strong. Furthermore, how much recognition does the East selection remain if you get rid of Dong Yuhui and other IP anchors?

In fact, since the initial explosion, the traffic selected by the East has not fallen sharply, and there are still some declines. In this case, Dongfang selection began to invite literati and celebrities to visit the live broadcast room, which is also considered a new measure to suck powder.

In a sense, literati and writers are a guest live room, which is very different from the usual live broadcast atmosphere, which also constitutes a special style of the Eastern selection live broadcast room. In the words of netizens, the internal flavor selected by the East.

However, some observers questioned. For example, when Gu Tianle was a guest to select the live broadcast room, although Dong Yuhui was in a wonderful language, the two rarely reached the same frequency resonance.

This also means that the collision between the selection of "internal flavor" and the outside world is not always smooth. This collision may open a "new world", or it may be narrowed with the cargo road, with great uncertainty.

The continuity of the selection of "internal flavor" in the East determines the development possibility of its APP.

In addition, the selection of oriental selection, which is self -built, or facing a delicate relationship with Douyin. To do the oriental selection of the supply chain and platform, it will eventually move from Douyin's partners to competitors. So, how will Douyin support the future "competitors"?

At present, the APP selected by the Oriental is more likely to be a channel for a conventional brand declaration and accumulating private domain flow. As for whether it can exert greater potential energy, it may depend on how much value of Oriental selection can bring.

Reference source:

1. Box lunch Finance: Can Yu Minhong eat this crab?

2. Three words Finance: East selection of the first official transcript: Before Dong Yuhui fire, 5 months of revenue was 24.6 million

3. Sanyi life: Oriental selection launches an independent app, is it going to end with Douyin's honeymoon?

4. Chopcopy TMT: Oriental selection "Dating homework": 3 months of GMV2 billion, "winning" and making friends

5. Financial and economic: Can the East select "Single Dry", can you do it?

6. Haige Business Observation: Vertical E -commerce defeat: 130 billion yuan, but there is no future

*The first picture and picture of the cover of the article, the copyright belongs to the copyright owner. If the copyright owner thinks that his work should not be browsed or should not be used for free, please contact us in time. This platform will immediately correct it.

- END -