Yu Minhong's big move: Oriental selection independent app is online, and the download volume is close to 200,000!Can New Oriental be seriously "solitary"?

Recently, some netizens found that Oriental selection has launched an independent APP on major application platforms. According to the data provided by Master Cicada of the APP big data service platform, the total number of downloads of the APP in the Oriental selection of APPs are close to 200,000.

The reporter entered the APP and found that there are four major entrances on the bottom of the page with "selection", "classification", "shopping cart" and "my order". In the "classification", in addition to the self -employed products selected by the Oriental, there are nearly a thousand targets of nearly a thousand products. Most of them are related to snacks, fresh, agricultural and sideline products and books. The specific products are basically the same as the Douyin Mall.

In terms of the price of goods, the price of self -operated products in the East selection APP remains unchanged, and non -self -operated products have not changed significantly in terms of price. Only some products participate in "limited time discounts". For example, Eastern selection limited edition cotton T -shirts The yuan dropped to 60 yuan, Zhongning Red Wolfberry was discount to 39 yuan, and the product was priced at 69 yuan on its jitter shelves.

At present, the functions of the Eastern selection APP are only limited to shopping, and it has not opened live broadcast functions.

Yu Minhong, video screenshot

The launch of the independent APP can not help but think of Yu Minhong's words during the live broadcast of Yu Minhong at the end of June. "In the future, Eastern selection will also be very seriously deployed. First, establish a three -dimensional sales platform for more China for more China Merchant services, in addition to Douyin, will also consider other places; they will also build their own product system at a faster speed, similar to NetEase strict selection. "

According to the research report released by China Merchants Securities, the selection of Dongfang has a total of 18 self -operated products, and the current self -operated GMV accounts for about 17%, which is significantly increased from 5%in June.

At present, Oriental selection is moving on the orbit preset by Yu Minhong.

In this regard, Zhuang Shuai, an expert in the retail e -commerce industry and the founder of Bailian Consulting, said in an interview with the reporter of the Daily Economic News that the East may choose to make a large -scale e -commerce platform. It is conducive to independent financing to make a big platform. "

Zhuang Shuai believes that from the perspective of business, the online independent APP can create a private domain traffic, reduce the cost of customer acquisition, and so that the oriental selection will not be subject to the rules of Douyin e -commerce platform in terms of operation, which is more autonomous.

In early August, due to the decline of the decline in the stock price of New Oriental (HK01797, a stock price of HK $ 20.6, a market value of HK $ 20.647 billion), the GMV growth rate of the live broadcast room declined. There are market rumors that the oriental selection of New Oriental suffered a litter. However, the relevant person in charge of Douyin e -commerce told the reporter of "Daily Economic News" that there was no situation of streaming restrictions on Oriental.

Oriental selection Douyin live room picture source: Douyin screenshot

After the APP is launched, for the East selection, is the pioneering and reclamation of this private domain position?

Zhuang Shuai analyzed to reporters that from the perspective of the development of independent e -commerce platforms in China and the world, the APP survival rate is extremely low. Thousands of powerful technical personnel can 掰 掰 千 千 千 千 千 千 千 千 千 千 千 千 千 千 千 千 千 千. "

He predicts that Oriental selection will not invest too much on the APP. The main battlefield is still Douyin.

As of press time, New Oriental's online closing price was HK $ 20.6, up 1.73%, with a total market value of HK $ 20.647 billion.

Reporter | Editor Yang Xinyi | Liu Xuemei He Xiaotao Yi Qijiang

School pair | Duan Lian

｜ Daily Economic News nbdnews original article ｜

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