New Oriental's online stock price plummeted by 32% and was exploded with peach mold. Tencent reduced 74.6 million shares last week.

Today (June 20), a news that "Eastern Selection was complained to peach mold and mildew and long hair" appeared on Baidu hot search, causing external attention. Although New Oriental Online has stated that it has refunded the user as soon as possible, this has caused the outside world to worry about its quality control and supply chain.

At the same time, as the heat cools down, the East Selection seems to have encountered a growth bottleneck. Data data of the third -party platform Gray Dolphin shows that the current single -day GMV (total product transaction) selected by the East seems to have seen the top, and the growth rate of fans has declined significantly. After the stock price soared in the early stage, Last week, New Oriental Online was reduced by important shareholders -Tencent Holdings (HK00700, the stock price of HK $ 37.088, a market value of HK $ 3.57 trillion). Under the influence of various factors, New Oriental's online stock price is experiencing a "roller coaster", which has plummeted 32.08%today.

Live and cargo peach mold refraction refraction supply chain risk

Recently, the popularity of the live broadcast and cargo platform under New Oriental's live broadcast platform has risen due to the popularity of the anchor bilingual. At the same time, the number of fans selected by the Oriental has also risen from about 1.12 million on June 9, which has risen quickly to exceed more than exceeding the exception. 17 million. The results of the live broadcasts selected by the East have also risen. On June 18th, Oriental selected a single day GMV reached 69.85 million yuan. In contrast, its single -day GMV was less than 4 million yuan on June 9.

However, after the selection of the East, on June 20, a news that "Eastern Selection was complained to the peach mold and long hair" appeared on Baidu hot search. According to media reports, on June 9th, a Beijing citizen selected the live broadcast room in the East to order 4.5 to 5 pounds of Shaanxi peaches. Complaint with customer service.

"(After the complaint), we have refunded the user as soon as possible." On the afternoon of June 20, the relevant person in New Oriental Online said in an interview with the reporter of the Daily Economic News that it was initially judged that the peach was during the transportation process. As a result, the company will find a way to prevent similar situations.

Although New Oriental Online blames the reason for transportation, this has also exposed the company's problems in supply chain, quality control, transportation, etc. to a certain extent. "Fresh live broadcast control and supply chain management is difficult, and the unit price of the customer is low. Selection needs to pay attention to the reputation risk caused by product quality or product control.

CITIC Securities Research Report also believes that New Oriental, as the brand awareness of the leading brand, has been practiced by the company for many years, and the inspirational story of the transition to the farmer to help farmers has accumulated the user’s inspirational story after many years. Trusting; and Eastern selection takes farmers to help farmers, and also needs to go in -depth supply chain to improve quality and cost -effectiveness, and deepen user loyalty.

Multi -factor causes the stock price to cross the roller coaster

From the popularity to the recent exposure of the peach mold, the stock price of New Oriental Online also got on the "roller coaster". From June 10th to June 16th, just a few trading days, New Oriental's online stock price increased from Hong Kong dollars to HK $ 28.6, a cumulative increase of about 5.4 times, which has been flattened since 2021 (cumulative decline in 2021 81.04% To.

However, on June 17, New Oriental's online stock price rolled down, down 12.59%on the same day. On June 20, New Oriental's online stock price plummeted again. As of the close, the company's stock price fell more than 32%, and the market value evaporated more than 8 billion Hong Kong dollars.

Image source: Wind screenshot

At the same time as New Oriental's online stock price rose sharply, the selection of Oriental seemed to have encountered growth bottlenecks. Data from the third -party platform show that the single -day GMV selected in the East has peaked at the stage, and the growth rate of new fans has decreased significantly. Among them, the single -day GMV selected by the East on June 19 was only 44.05 million yuan, compared with the previous day's single -day GMV 69.85 million declines significantly.

"On the one hand, New Oriental Online has risen from the bottom due to the turning point of the business in the short term, and there is a risk of falling at the bottom. On the other hand, although the company's business turning point is first displayed, it takes time to prove the stability; and the current New Oriental Online market is very high. It is necessary to pay attention to the impact of short -term stock prices on a single -day GMV fluctuation. "On June 19, CITIC Securities also prompted risks in the research report.

In addition, according to the disclosure of documents on June 20, Tencent Holdings sold 74.6 million shares of New Oriental Online on June 15 and June 16, and the shareholding ratio after the reduction was reduced from 9.04%to 1.58%. Tencent Holdings sells New Oriental Online stocks and also puts pressure on the company's stock price.

(Cover picture source: Photo Network -401696359)

Daily Economic News

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