Oriental selection of traffic passwords behind the fire

Overview of this article: Oriental selection live room was really hot. On June 14, the entry "Zhongguancun Jay Chou" also appeared on the hot search, and in the opinion of the heroine of the hot search, his popularity was luck.

On the one hand, because Dong Yuhui has become a clear stream of the live broadcast circle with his talents, he never heard OMG and hissing business induction in his live broadcast room, and an ordinary peach is as lively as if he is given life. On the other hand, it is inseparable from the promotion of capital and the traffic support of Douyin.

Whether oriental selection has the ability to continue to develop and whether to kill a road in the field of competitive e -commerce live broadcast should be determined by factors such as its commercial positioning and business model.

1. Create another miracle, tens of millions of people learn English in the live broadcast room

2. There is a soft spot, those keywords that are only selected by the East

(Bilingual live broadcast, New Oriental English, culture)

3. Seeing the clouds in the clouds, the business of business behind the brand feelings

The advantage of e -commerce live broadcast is its strong interaction. Interesting live broadcast and atmosphere are always its greatest temptation. The selection of the live broadcast room in the Oriental selection has combined the sales of knowledge and goods, creating a new live broadcast E -commerce road. I have to admit that the live broadcast of the live broadcast of English while buying things can only appear in the live broadcast room of New Oriental. New Oriental did find the most suitable way for you.

Alarm

Thousands of people learn English in the live broadcast room

Bilingual teaching, cultural implantation, paragraph performance ... New Oriental teachers have "debuted" as anchors, which has greatly affected the entire live broadcast industry. Netizens are very excited. In the past, more than 100 courses in each of New Oriental could be free in the live broadcast room. This means that "New Oriental Listening Lesson!"

It can be said that the Dongfang selected live broadcast room suddenly burst into fire. From zero to one million attention, the East selection took more than six months, but it took only three days from one million to three million. In the next three days, the number of fans selected in the East soared to 10 million. By June 29, it exceeded the 20 million mark. The explosion of the selected live broadcast room continued to New Oriental's stock market. From June 1st to 16th, only half a month of New Oriental stocks rose nearly 70 %.

In fact, since the end of last year, the selection of oriental selection has started the live broadcast. On December 28, 2021, Yu Minhong led the live broadcast team to start a live broadcast selected for the first time, and his turnover reached 4.604 million yuan that night. But in the next few months, there was no traffic without Yu Minhong's traffic. The live broadcast room fell from heaven to the ground, becoming unknown. Even the knowledge explanations of the live broadcast room are rarely watched. Starting from 6:45 in the morning, it continues to 1 am. This long live broadcast is not easy. The anchors are facing The huge challenge, even the urge to give up.

"The development of Oriental selection is indeed not smooth." Sun Dongxu, CEO of New Oriental Online and the president of Oriental selection, admits: "The team used the average viewing time from the initial selection from the team to encourage themselves for 5 minutes. It is probably because of New Oriental. The teacher is very interesting, so I get the recognition of many people. "

Judging from the current situation, the live broadcast selected by the East should be through the bottleneck period. According to statistics, since June, the sales volume selected by the East has reached 681 million, becoming the only live broadcast room that has exceeded 60 million in June, which has steadily sat in the first place. Luo Yonghao, who was once a teacher of New Oriental, ranked third in the live room. In addition, fans of Dongfang Selection, Dong Yuhui, Yu Minhong and others are also growing rapidly. Among them, the East Selection was broadcast live for 30 days. The number of fans increased by 19.5269 million. However, under this sudden popularity, it is more hidden a national popularity that has accumulated for many years.

On June 14, "Zhongguancun Jay Chou" once again became a hot topic of Weibo, and the protagonist of the hot topic Dong Yuhui humbled, his popularity was his luck. "It's just that luck is better. The most essential reason for luck is that I did not hide and never hid, so one day of good luck would be full." This sentence is also deeply moved to live broadcast. Every audience.

Love is alone

Those keywords that are only selected by the East

The anchor used the China -British control, while explaining the goods, talking about his own knowledge, telling his own life, and attracting all the attention to the live broadcast room. In the live broadcast selected by the East, it was originally just a normal shopping, but it contains wisdom and emotions beyond imagination, making people forget to return in the live broadcast.

In the live broadcast of anchor Dong Yuhui, he introduced the style of the product to be unique. Regarding the introduction of corn, he could run from the children to the alley from school after school. Talking about the starlight and soft breeze of the midsummer night, turning corn into a nostalgia for his hometown; when he was sold rice, he said The snow on Changbai Mountain talked about the October's wheat hanging down like a wise man. The introduction of the introduction of a sense of picture caused a lot of netizens to resonate. Coupled with a few words he described, he even showed his true personality and moved consumers with sincerity. It can be said that Dong Yuhui relied on his own product, but the real experience of the output of goods, and his own rustic atmosphere. In fact, there are many factors affecting the shopping of live products. For example, consumers have selected the live broadcast of Chinese and English, piano guitar performances experienced by consumers in the East, as well as the meaning of the host and the audience to share the meaning of life experience, poetry songs, and the world. This is an unprecedented live cultural atmosphere, and it is also unmatched by other live broadcast platforms.

Different from traditional online shopping, the live broadcast room pays more attention to interaction. The anchors selected by the East put their own personal experience, English, Chinese classical poetry, etc. inadvertently. Cultural output can also affect the emotions of the audience and meet the emotional needs of consumers. In the environment of "entertainment to death", the audience apparently prefer this connotative and tasteful live broadcast.

Through scenes, we have discovered deeper value. In the process of displaying the goods, more knowledge is conveyed, which is why the East selection can be popular. Each anchor has its own style, bringing bilingual goods to integrate classroom teaching and products. They are not selling products, but knowledge, value and ideals.

The reason why Dong Yuhui and Dongfang's selection can get angry in such a short period of time, and there is another very important factor, that is, a group of scholars in New Oriental brought their own company culture and value into the live broadcast of the goods, showing the show, showing the show, showing it, showing it, showing it, showing it, showing it, showing it, showing it, showing it. Their "feelings". Although "feelings" will restrict development at some point, in the early days, New Oriental's "feelings" factor can bring considerable direct benefits to merchants and consumers.

A classic line in the selection of Dongfang's live broadcast is "When you memorize words, Alaska's cod is jumping out of the water; when you are mathematics, the seagulls on the other side of the Pacific Ocean crowd over the city; when you study in the evening, the night sky in the pole picture is scattered. Colorful. But teenagers, dreams about you to realize it yourself, you have to read it yourself. "This sentence is also the brand concept that New Oriental has adhered to for many years.

The support of "feelings"+"bilingual"+"brand" makes the differentiated live broadcast of the East's selection one night, but many people are skeptical of their future development. A traditional education company, if you want to enter the Internet live broadcast industry, it is really not a way.

See the clouds

There is a business scripture behind the brand feelings

On this fiercely competitive live broadcast platform, the business positioning and business model selected by the East will affect its development.

At the end of last year, the first live broadcast selected by Dongfang was evaluated by netizens: "The price is high, you can't afford it." A box of 15 capsules of Pingshi Apple, sold 128 yuan; 1 box of 2 pounds of Dandong 99 Strawberry, also bought At the price of 168 yuan a box.

After learning the lesson, the East selection quickly made adjustments. The Dataeye Institute of E -commerce has statistics on live broadcast products with a 30 -day cycle and found that it has a new focus on the selection. The choice of goods also started from a single agriculture. With food, drinks, fresh, and books, the proportion reached 82%, and it extended to daily home appliances, digital home appliances, and guardians, which continued to expand the audience.

Oriental selection learned from experience from the end of last year, and used the cost -effectiveness of goods as a prerequisite for selection. 74%of products are within 100 yuan, and 101-300 yuan products account for 17%, focusing on parity and people.

Sun Dongxu, the person in charge of the New Oriental Online CEO and the head of Oriental Selection, emphasized that the selection of Oriental selection is based on health, deliciousness and cost -effectiveness. "Whether it is product quality or after -sales service, it has not changed from the beginning." And also emphasized that the live broadcast content will not change anymore, and it is still mainly agricultural.

Oriental selection will be unreasonable to target agricultural products, and agricultural products still have a lot of room for development. Data show that the scale of agricultural online sales in my country is increasing every year from 230.5 billion yuan to 422.1 billion yuan in 2021. In February this year, the state issued a policy about "live broadcast". Since then, the country has increased its support for e -commerce. In the environment of rural rejuvenation, New Oriental must also see the huge development space of agricultural product live broadcast, coupled with government policy support, this is a good opportunity for brand -founded brands like New Oriental.

With the popularity of Dong Yuhui, Oriental selection has also increased business investment in agriculture. Douyin e -commerce, byte beating public welfare, and Oriental selection jointly organized the "headlines on the mountain goods × Oriental selection". Yu Minhong led the well -known anchors such as Dong Yuhui and Duntun to go to the stage to bring goods for local specialties such as Enshi potatoes and Yunnan Qingti, which was well received by consumers.

In addition to the local agricultural products, the East Selection also established its own professional team to develop self -operated products including rice, corn, olive oil, etc. In the future, five or six kinds of agricultural products will be added every month. Introduce more than 100 self -operated products. In addition to strict review of goods, Oriental selection can also accurately grasp the precise positioning of "knowledge with goods" and "the most cultural live broadcast room", standing out in the fierce competition. Searching for the previous video in the Eastern Selection, it is not difficult to find that "bilingual+knowledge output" is their first clear goal. This also fits the characteristics of New Oriental teacher -inspirational, humorous, and strong expression.

Finally, the bonus of traffic adds the icing on the cake of the selection of live broadcast rooms. The fans at the live broadcast of the live broadcast uploaded the live broadcast video to the circle of friends and social media. Even if it was not broadcast, it caused a lot of sensation, and then spread on the Internet, becoming a hot topic. In this way, the popularity of the live broadcast will be attracted, and the popularity of the live broadcast room will be fed out, and more people will join in the live broadcast room. Douyin will also seize this opportunity to market, and finally launch a explosion.

However, under the influence of traffic, it will also become a big challenge. At present, the selection of oriental selection has faced the problem of mildew and rotten by users. How to ensure the quality of fresh fruits is a big problem. This type of product has brought huge challenges to the entire industrial chain in the East, and it is not a simple matter to make it standardized.

The turning point of New Oriental, the first battle, the new live broadcast method may be inspiration for the current live broadcast industry, focusing on sales, combined with teaching, making their own style vivid, which may be the new direction of knowledge live broadcast. And New Oriental, never lacks an excellent teacher, then how to turn an excellent teacher into an excellent anchor and seize the market share on the e -commerce platform, which will be the key to the next development of the East.

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