New Oriental Bringing sales exceeded 10 million!Bilingual live broadcast, do not pit costs and a lot

13.06.2022

Number of this text: 2936, the reading time is about 5 minutes older

Guide: "Live broadcast is differentiated, and the focus of differentiation is creativity and method. There is no patent. Today is new. The industry will be replicated quickly tomorrow."

Author | First Finance Lu Qian Liu Xiaoying Wang Hai

On June 13, the stock price of Hong Kong stocks New Oriental Online (01797) fell, rising from nearly 100%to less than 50%. Hong Kong stocks closed. New Oriental Online stock price was HK $ 8.72, up 39.97%, with a total market value of 8.726 billion Hong Kong dollars.

On the news, in the live broadcast of the evening of June 10, the "Oriental Selection" live broadcast platform of New Oriental launched a new model of bilingual live broadcast and cargo. Write it to facilitate the audience to know.

In the face of this innovation model, social networking has a enthusiastic response. Many netizens commented on this message saying "admire Lao Yu", "I came in to learn English", "I have escaped Li Jiaqi and failed to escape Yu Minhong." Since the fire exploded on June 10, as of 7 pm on June 12, the East has selected Douyin account fans from 1 million-rapid increase to 2.9 million++, and GMV broke out from a million level to nearly 20 million (June 11 On the day), the live broadcast of the goods entered the top ten Douyin.

Fire overnight after groping

On the night of June 10, the live broadcasts averaged 135,000 viewers, and the total sales of live broadcast reached 301,000. The number of viewers and sales in the selection of the live broadcast room in the East are much higher than this. According to the data statistics of the third -party live data statistical platform, the Ash Dolphin data shows that the Oriental selection live room live broadcast on the evening of the 10th, the number of peaks reached 108,000, and a total of 125 live broadcast products were 125 pieces. , Live sales sales of 198,000 pieces, total live sales reached 15.343 million yuan, which was nearly three times compared to the premiere.

The change of the New Oriental Live Method was from June 8. Yu Minhong posted on the personal WeChat public account that it led everyone 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, including books, including books , Smart software and hardware learning equipment, and learning related cultural and educational supplies.

From the perspective of consumers, the innovation of the Oriental selection model is more novel and admirable, but from the perspective of the supplier, it is more surprise.

For Peng Ming and his company, the CEO and co -founder of the Steak Preservation Bureau, the recent happiness has come to a sudden, because the company has reached a large wave of free products to announce the circle. In recent days, the daily sales have reached one million levels. "" Blast the order. "

He recalled that at the end of April, he heard that Teacher Yu in New Oriental was going to start broadcasting. He felt very interesting and found a colleague to talk about cooperation with a mentality of trying.

Peng Ming said that before I felt that the East selection was educated, everyone was very simple, and would not be like some platform anchors. The qualifications prove that the quality is strictly controlled. What impressed him was that many platforms were trying to eat samples, and the brand would ask the brand to show a lot of samples to show and try it. However, Teacher Yu's team was restrained. As long as there are a few display.

After communication, the product was officially launched on May 18th. The first sales volume did not have too many sales. "The first day sold more than 4,000 yuan, and we cooperated almost every day after May. One or two thousand or even hundreds of dollars. "But Peng Ming was not too serious. After all, the company also had sales channels on other platforms such as Douyin. For them, the sales of Dongfang Zhen were more like a long -term companionship. The relationship is growing together, and the other party has not asked to collect pits.

According to Peng Ming, the company's sales in the Eastern Selection Live Room did not exceed 10,000 yuan in May (single -game sales), and it was not until the sales on June 1 that it only exceeded 10,000 yuan. The ups and downs, but in the second week of June, the situation suddenly changed. "I checked the data in our background. 10,000 yuan, No. 10 broke the million yuan directly, reaching more than 1.2 million yuan. "Peng Ming's steak sales rose straight." Now these days, the daily sales are more than one million yuan. "

From the perspective of the brand, Peng Ming believes that the East selection live broadcast room has come out of his unique characteristics -bilingual live broadcast, the anchors are funny, humorous, and distinguished from ordinary business live broadcasts. "There is no need for pits, no need to send a lot of samples. Teacher Yu led the team's conscience live room." "The business system selected by the East is an open and transparent SaaS system. Merchants can enter the registration. Relations and pit costs are more contesting and scientific SaaS systems. As long as the product quality is good, there will be a chance to be selected. "

"The model selected by the East is not selling goods, but it is selling brands. This also indicates how brand merchants do live broadcast and bring a road." Zhang Sanfeng (pseudonym), the person in charge of a MCN institution in Hangzhou, told the First Financial Journalist. , Live broadcast must be a brand merchant harvesting dividends, because only brands can continue, and marketing live broadcast is also the best way to display brand merchants.

For why agricultural products are chosen as the starting point, on the one hand, because agricultural products belong to the strategic direction of major platforms, the platform's after -sale of agricultural products is often "online". For example, the platform does not support agricultural products for 7 days without reason; The category of agricultural products belongs to non -standard products, and the competition between major e -commerce platforms is not fierce. "The proportion of commissions for the live broadcast of agricultural products category is 10%-15%. They (selected from the East) are not making money now, but to suck powder." Zhang Sanfeng said that the focus is on the method of Eastern selection. It's right.

Model continues still requires core data support

The momentary heat obviously could not confirm the success of the business model, especially the live broadcast of agricultural products in the field of e -commerce.

An anchor engaged in e -commerce live broadcast in the field of agricultural products told First Financial reporters that it has always been a category of high sales to help farming live. The bonus of the live broadcast e -commerce is still mainly held in the hands of the big anchor. The head anchor has a large order, more bargaining ability, and larger profit margin.

Speaking of the sudden popularity of the New Oriental live broadcast, Cui Lili, director of the Institute of Electronic Commerce of Shanghai University of Finance and Economics, told reporters that on the one hand, the head competitors in the field of live broadcast have disappeared, and on the other hand Time, generally from amateur to the amount of about 3-6 months, including the matching of the supply chain and the anchor side. Now the industrial chain is almost running into it, and it has also found a balance through this fiery proof of its model.

Whether the future heat can continue, Cui Lili believes that it depends on the ability of the platform to continue to bring goods, such as whether the data dimensions such as watching, ordering, and GMV can be stable at a certain level. In the future, if the platform can match the needs of the customer base, at the same time, the corresponding knowledge points are passed around these selected products, so that the audience can feel obedient, observe, and increase knowledge. At the same time, the model can continue. The target customer base is mainly a middle -class family with a relatively high education level or an individual with independent economic capabilities. From the current category, it is more suitable for the current socio -economic background and the consumption of student families. The coordinated design and renewal of the selection of products, related knowledge and live broadcast scenes under the tone.

Zhang Sanfeng also believes that the East selection still faces challenges in the future. What is needed is continuous iteration and innovation, this is far away.

According to the analysis of CITIC Construction Investment Securities, the average unit price of the Oriental selection of Douyin Live Room selected by the Oriental Selection is around 60-70 yuan (total sales/sales pieces), 100+ yuan lower than other live broadcast rooms, mainly products are products, mainly products, mainly products, mainly products, mainly products, mainly products, mainly products, mainly products, mainly products, mainly products, mainly products, mainly products. They are mainly products. Mainly food department stores. Among them, 80%+users have a single transaction amount of less than 100 yuan, and 60%+users have a single transaction amount of less than 50 yuan.

In terms of user traffic, the performance of the East selection on June 10 can be among the top five of the Douyin live room. The GMV and the number of viewing are outstanding. The number of fans still has a lot of room for improvement. According to the current growth rate After 1 week, the number of fans is expected to exceed the millions of people.

The horizontal comparison of the head of the Douyin platform, the number of more than the top ten fans is 10 million+, and the average daily GMV is 10 million+daily. In contrast, the East selection has been selected for the past two days and the number of viewing has been among the head live broadcast room. In the future, the number of fans is still needed to reserve, and there is still much room for improvement.

CITIC Securities believes that assuming that according to the current speed of fans (700-8 million people daily), if the decay rate is not high, the number of fans in the oriental selection in the next two weeks is expected to reach tens of millions. Assuming that according to the average daily GMV 10 million yuan, the East selection annual GMV will reach 3.7 billion yuan. For reference to make a live broadcast room, the net profit/GMV can reach 3%. The profit margin is expected to increase to 5%, where the PE is given 20 times and the value of 3.7 billion yuan is given.

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