Bilingual with the goods crazy, GMV once broke 20 million New Oriental online stock prices rose by m

Recently, New Oriental Online (HK01797, HK $ 8.72, a market value of HK $ 8.726 billion) and New Oriental (HK09901, HK $ 14.48, and a market value of HK $ 24.572 billion) also ushered in the stock price.

A single day GMV broke 20 million yuan, and the selection of Oriental was undoubtedly the head camp of Douyin's live broadcast, which also made the outside world see the huge prospect of New Oriental's online transformation.

Affected by related news, on June 10 and 13, in just two trading days, New Oriental's online stock price soared from HK $ 4.45/share to HK $ 8.72/share, with a cumulative increase of more than 90%. On June 13, New Oriental's stock price rose 13.13%.

"Oriental selection is a cross -border reuse of the long -term accumulated content research and development and organizational operation capabilities of New Oriental. At present, it is a very successful transformation. It is expected to gradually become one of the important business of New Oriental Online and New Oriental." June 13th, June 13th. , CITIC Securities Education Industry Analyst Feng Chongguang told reporters of "Daily Economic News" via WeChat.

The live broadcast of the goods for a single day GMV broke 20 million for a while

Since the tightening of education policies last year, a group of teaching and training giants, including New Oriental, TAL (TAL, stock price of $ 4.7, a market value of US $ 30.031 billion), have opened the road of transformation. Education hardware, live e -commerce, etc.

One of the transformation directions of New Oriental Online is the live broadcast and cargo. It has created a live broadcast and cargo platform -Oriental selection, mainly selling agricultural products, book audio -visuals, cultural and creative products, etc. The anchor of the live broadcast is the former teacher who recruited, screened, trained, and signed by New Oriental. In fact, Yu Minhong, the founder of New Oriental, also appeared in the live broadcast selected by Oriental Selection many times.

"Last year, I led everyone to build an oriental selection, hoping to open up a road of agricultural products that are not related to education. Now half a year has passed, there is already a stable sales, and it has opened the road of agricultural products of its own brand." In June On the 8th, Yu Minhong said in his personal WeChat public account.

In fact, Oriental selection is not only a stable sales. According to Cinda Securities Research Report, since June this year, the bilingual live broadcast of the Douyin live room in the East has been in a hot circle. The ranking enters the top 10 of Douyin.

At present, the Dongfang selection live room seems to have the potential to become the top of the industry. According to the Research Report of Cinda Securities, from the perspective of a single -day GMV, Luo Yonghao made a live broadcast room. The average daily GMV daily GMV in May this year was about 10 million yuan, and the peak daily GMV was 30 million yuan. Oriental selection of a single day GMV was about 3.5 million yuan, 14 million yuan and 20 million yuan from June 9th to 11th, respectively.

Oriental selection live room data picture source: screenshot of third -party platform Gray dolphin data webpage

From the perspective of the number of viewers, Oriental selection was about 2 million, 9 million, and 12 million, respectively from June 9th to 11th, which was in a rapid rise. "If the East selection can maintain GMV, it is expected to become the head live broadcast e -commerce MCN institution."

How much performance can the new track contribute?

Regarding whether Oriental selection can maintain its strong momentum in the short term, Feng Chongguang analyzed the reporter of "Daily Economic News" that "the short -term benefits to the continuous heat of the 618 peak season and media propaganda, and Oriental selection is expected to continue its strong growth potential."

So, how many performances can the "explosion" selected by the East can bring to New Oriental online? Feng Chongguang also made a preliminary calculation: Under the short -term and strong potential energy, it is expected that the number of fans in the East is expected to gradually reach the tens of millions. 2.9 billion to 3.7 billion yuan, according to the income/GMV ratio of about 20%of the peers, the corresponding annual income is 580 million to 730 million yuan. The revenue of New Oriental Online 2021 is about 1.419 billion yuan.

"Based on the accumulation of the teaching and training industry, Oriental selection has led the major MCN institutions in the industry in terms of content research and development, organization construction, and talent accumulation. At the same time, there are unique brand stories and connotations. Chongguang believes that based on its unspeakable and positive social value, it is optimistic about the continuous growth of the East selection.

In response to the GMV target selected in the future, on June 13, the relevant person in New Oriental Online told the reporter of the Daily Economic News that it was inconvenient to disclose. At the same time, "Although the company has achieved some results, the entire team also soberly realized that the East selection is still a primary school student in the live broadcast industry. I hope everyone can give us more time and patience, and (let us) continue to grow. "

Under the development of Oriental selection, on June 8, Yu Minhong also revealed on his personal WeChat public account that he has led employees to form a "New Oriental Live Room" team to promote New Oriental high -quality education products and other high -quality education -related products Including books, smart software and hardware learning equipment, and learning related cultural and educational supplies. "Believe in the holiday, this platform will become a good educational product sales platform." Yu Minhong said.

Daily Economic News

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