Can Dongfang select the "Wool Wool" self -standing portal?

Source | Tech Planet

Wen | Xi Rui

Oriental selection has once again attracted the attention of the industry. This time, the independent app was launched. APP, which was launched 4 months ago, downloaded 200,000 in a short period of time. This is regarded as a signal that Eastern selection should get rid of the dependence on Douyin and seek independent development.

In fact, after the fire in June, Dongfang selected on WeChat ecology, Xiaohongshu, Tmall, JD.com and other platforms. At present, Tmall and JD.com have thousands of fans. Highlighting Xiaohongshu, the fans exceeded 400,000.

There is no doubt that the burst of the East's selection is inseparable from Douyin, but New Oriental revealed at the financial report call that they do not buy traffic. This means that the selection of oriental selection has always relying on its own content to bring traffic and the platform's public domain flow recommendation.

Although Douyin is still in the "honeymoon period", the idea of ​​Eastern selection to establish an ecosystem is becoming more urgent. During the financial report and telephone meeting, the New Oriental Online Executive Director and CFO Yin Qiang once said that starting from the live broadcast and bringing the goods, they have positioned multi -platform, multi -channel, and multi -products to bring goods.

An independent APP users exceed 200,000, which is a good start. However, for the East selection, premature development of independent development, whether it can maintain the myth of sales, and whether it can flow out of a new way, it takes time to verify.

The live room of the "薅" platform traffic?

The sudden popularity in early June brought an excellent return to East selection.

At the 2022 fiscal conference call, Yin Qiang revealed that the GMV, which has been selected for nearly three months, should be around 2 billion yuan, and in August, it exceeded 30 million GMVs in August.

You know, the 2022 fiscal year financial report released by New Oriental Online shows that as of May 31, 2022, New Oriental Online's live broadcast e -commerce business revenue was 24.6 million yuan, revenue costs were 15.3 million yuan, gross profit was 9.3 million yuan, gross profit margin, gross profit margin, It is 37.8%.

This is exactly before the East was selected.

Looking at the entire industry, at this stage, East selection has also surpassed Luo Yonghao's "making friends" company. According to data from Cicada Mom, the GMV of the Eastern Selection Account Live Room for nearly three months was 1.854 billion yuan, while the GMV of "making a friend" for nearly three months was 989 million yuan.

Not only GMV. In three months, East Selection has nearly 25 million fans on the Douyin platform. And has built a matrix number of different vertical categories such as beautiful life and books in Douyin. At present, the live broadcast time of the beautiful life has also been extended to 12 hours, and the fans have exceeded one million, while the fans of the book number have exceeded 3 million.

What's more important is that Yin Qiang also said that the profit margin selected by the East is much higher than the pure live broadcast or MCN company.

Yin Qiang explained, "We are not a simple live broadcast company or a MCN company. First, we do not buy traffic. Compared with other live broadcast and cargo companies, we saves market costs; second We are not MCN companies, nor do we divide the anchor. The cost of our two pieces is very low, or there are almost no. "

Some live e -commerce practitioners told Tech Planet that the cost of traffic is absolutely expenditure on the Douyin live broadcast. "Everyone is using money to exchange traffic, and there will be no traffic without investing." This also means that the oriental selection of "flowers" to buy traffic in Douyin "almost no", and only pays the basic service fee.

As anchor, Oriental selection needs to pay the platform service fee to Douyin and pay 1%of the GMV amount. Therefore, the Eastern selection has to pay a platform service fee of 2 million for the past three months.

In addition, the technical service fee received from Douyin's official from the Douyin shop is deducted from the store owned by the link. In the live broadcast selected by the East, third -party brand cooperation places an order from the brand Douyin shop. Only self-operated products come from the East to select their own Douyin shop, and they need to pay the platform with a sales of 2%-5%of sales.

According to Feigua data, in the past three months, the sales of self -operated products in the East were about 310 million yuan, which was basically the category of food and beverage. According to the Douyin platform rules, the rate of food and beverages is 2%. Therefore, in the past three months, the Eastern selection self -operated store needs to pay about 6.2 million yuan to Douyin.

Compared with the 2 billion GMV results, the service costs paid to Douyin seem to be "insignificant". Oriental selection should be one of the few live broadcast rooms that do not need to "buy" traffic from Douyin, and there are also a few live broadcast agencies that can "薅" platform traffic wool.

Behind the launch of an independent app: get rid of the platform dependence

Oriental selection has taken a way that other MCNs never tried from the beginning. They rely on the content to make a circle, without the need to buy traffic, they have their own traffic.

Oriental selection said, "Starting from live broadcasts, it is positioned to position multi -platform, multi -channel, and multi -products." Do not want to bind any platform for strong binding. This may be one of the reasons for their launch of an independent app.

Thanks to the bonus bonus in the live broadcast room, according to the third -party data platform, the cumulative number of downloads of the Dongfang APP in Apple, Huawei, Xiaomi and other apps has exceeded 200,000. But in fact, the independent app has been launched in April, but it has not received everyone's attention before, and the download volume is 0.

Not just an independent app, Oriental selection has long been launched on the WeChat Mini Program of the "Oriental Selection Member". In the video number, Oriental Selection also operates two accounts, updating the short video of the live broadcast. In Xiaohongshu, there are 420,000 fans selected by the East. In contrast, "making a friend" has not yet opened an official account on platforms such as Xiaohongshu and video numbers. On the e -commerce platforms such as Jingdong and Tmall, Dongfang Selection also opened its own official flagship store to sell its own self -operated products. In Tmall, the number of fans selected by the East is 7000, and the first product of the sales volume is 99 yuan grilled sausage, with more than 3,000 people placing an order. In JD.com, there are nearly 5,000 fans selected by the East.

In early August, the market had been rumored that the East selection encountered a littering restriction. Although both parties are denying, the stock price of New Oriental Online still fell nearly 10%on the same day.

Sun Dongxu, executive director and CEO of New Oriental Online, said in an interview with "Chinese Entrepreneur Magazine" that Oriental selection and Douyin are complementary relationships. Douyin provides a relatively complete supply chain foundation, and Douyin's data capabilities also provide a reference for the selection of live broadcasts in the East.

There is no doubt that no matter the number of fans or sales, these platforms cannot be compared with Douyin. Yin Qiang also said that at present, Oriental selection is still mainly Douyin. "Douyin is still very good for our traffic and user stickiness, and there is a lot of space to expand."

After the independent APP has the user volume, the East selected the fan group, and the user can join the WeChat fan group by scanning the code. According to the TECH planet observation, from 6 to 7 pm on August 30th, the fan base scanned the code to add nearly 100 people. After that, there were no new users entering the group all day long, and the enthusiasm of fans did not seem to be so high.

Only by converting public domain traffic into their own private domain users can fans stick stronger and have continuous purchasing power. In fact, the live broadcast MCN all understands, but only Oriental selection has been layout from the beginning.

Can the independent mall be made?

After the independent APP has 200,000 users, the Eastern selection has been iterating frequently on the mall. In a few days, not only the fans of private domains were precipitated, but the East selection also launched the "hot search list" and "time -limited group purchase" activities.

At present, the products on the Eastern selection APP are mainly divided into self -employment and non -self -employment, including 11 categories such as fresh fruits and vegetables, seafood aquatic products, beauty skin care, home daily use, book and entertainment. Almost all of the non -self -operated products have appeared in the Eastern Selection Live Brand.

In the APP, the East Selection is clearly marked. Non -self -operated products are directly sold by the partners. The partners provide goods and after -sales services. The store is entrusted to promote the collection. The Oriental selection APP is more of the role of distribution channels.

For Eastern selection, the launch of an independent app does not require too much cost. On some recruitment platforms, the new Oriental recruiting special personnel for independent apps have not yet been found.

However, to make achievements, Dongfang selection will undoubtedly need to spend energy to continue to operate.

"The price of the Eastern Selection Mall is too high. Like the authorized store, it is not attractive to users," e -commerce practitioners told the TECH planet.

In the independent APP and Douyin live room, whether self -employed or non -self -operated products are consistent. However, in the live broadcast room in Douyin, it becomes a coupon of 10 % off and 20 yuan without a threshold for the East. The official Douyin will also have coupon activities from time to time. In terms of price, independent apps are not dominant.

More importantly, the burst of fire selected by the East stems from its different live broadcast forms. Dong Yuhui, Mingming, YOYO and other charm anchors are the core reasons to attract fans to watch live broadcasts and place orders. But at present, the APP has not launched the live broadcast function.

For users, Oriental selection APP is just a platform for buying things. Users will be downloaded for the love of the Eastern selection brand, but there is less motivation for retention and real purchase.

In addition, Oriental selection will not give up the Douyin platform rashly and turn the live broadcast to the independent app. The probability of turning users from Douyin to the live room through live broadcast is not high. How to retain and transform will become a key step for the East to select an independent app.

In June of this year, Sun Dongxu said that the size of the East selection team was about a hundred people. In the latest financial report, he said that the staff in the East has exceeded 200 people.

In three months, Oriental selection is supplementing the basic skills needed by an e -commerce company. Sun Dongxu said that in the future, Oriental selection will focus on the construction of supply chain construction and self -operated products.

On August 31, Oriental selection announced cooperation with SF Logistics and JD Logistics. In five cities in Beijing, Guangzhou, Hangzhou, Zhengzhou, and Chengdu, they planned to establish 20 self -operated product warehouses to provide their products with logistics services for their products Essence At present, in terms of SF Logistics, Oriental selection of self -operated products often ships, and has basically covered the country. Frozen logistics is centered on each warehouse and covers the surrounding areas.

However, as the live broadcast on the evening of August 31, the East selection still could not be shipped.When the anchor "Mingming" introduced the self -operated grilled sausage and steaks of Oriental selection, fans generally reflected in the comment area that they could not ship locally.Behind this is the cause of the epidemic, and the cold chain is not in place and cannot cover the country.In desperation, "Mingming" could only hurriedly removed the product before it was fully introduced.In fact, compared with other live broadcasting e -commerce institutions, East Selection is a latecomer.Despite good performance, there are many basic skills in terms of supply chain and product system.

There are too many things to take care of the 200 people in the oriental selection, and the operation of the independent app is obviously behind these problems.But in order to develop independently, Oriental selection has taken this step firmly.This is just the beginning, what will happen in the future, you can only give time to reveal the answer.

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