The road to the Eastern selection of independent self -operating is difficult to do

Regardless of how many challenges, it is inevitable to select e -commerce for self -built private domains in the East. Yu Minhong asked Oriental selection to rely on top -flow anchors, self -operated brands, and self -built platforms to try to create a new track of New Oriental. Its transformation is determined to be admirable. sex.

Author: Yuanshan

Figure: Oriental IC

As the strategic transformation of New Oriental's comprehensive rectification in the education industry, Oriental selection has achieved a lot of success by relying on anchor knowledge to bring goods.

Recently, its e -commerce APP "New Oriental's Optional Good Property Platform" quietly launched, saying that it will "provide a one -stop shopping experience, direct source mining, strict product control, and intimate after -sales". Wait for 11 categories. Its SKU is limited, about 400, of which about 20 self -operated products are about 20, which is the main push of the platform.

Oriental selection to launch an independent app is considered to be e -commerce in water. In Taobao, JD, Douyin and other public domain traffic, users are controlled by the platform, and the Dongfang selection of obtaining traffic needs to pay high promotion fees and other costs, and the traffic cannot be retained. Through the self -built APP, no time to pay, you can reach the user at any time and any frequency, which can continue to enhance user stickiness and increase the repurchase rate.

However, the selection of private domain e -commerce in the East has to face many challenges. Oriental selection is still highly dependent on Dong Yuhui, and other anchors who are unable to match the popularity, which means that once the relationship between Dongfang selection and Dong Yuhui changes, Dong Yuhui hopping other platforms or entrepreneurship, or his popularity will decline, and will all will be. It brings major losses to the East.

Previously, Yu Minhong made it clear that the selection of oriental was not divided with anchors, but as the popularity and performance of popular anchors such as Dong Yuhui continued to increase, this model obviously had hidden dangers. Before Simba broke with Kuaishou, Li Ziyi and Wei Nian complained to the public hall, both because of the imbalance of the original interests of both parties. If Yu Minhong cannot provide an incentive mechanism that is more in line with market laws as soon as possible, it will be difficult for Oriental selection to train the head anchor matrix with high stability.

The self -built supply chain is another way to choose the e -commerce of private domains in the East. The self -built supply chain requires a huge professional team, including market research, category selection, product transformation, procurement and quality management. It takes a lot of time and cost.

Recently, Oriental selected official Weibo posts announced that it plans to establish 20 self -operated product warehouses in five cities in Beijing, Guangzhou, Hangzhou, Zhengzhou, and Chengdu to provide self -operated products to provide logistics services for self -operated products. JD Logistics is provided. Although Oriental selection did not disclose the overall planning area and budget of the self-operated product warehouse, according to industry estimates, the cost of rent in first-tier cities is about 10 yuan to 30 yuan/square meter. The monthly rent is 50,000 to 150,000 yuan, which does not include investment in warehouse supporting facilities, management and salary of operators.

This is doomed to build a self -built supply chain as a long -term "burning money" investment. It is probably not enough to rely on the existing revenue selected by the East. It must rely on the parent company New Oriental blood transfusion. According to New Oriental's latest financial report, as of May 31, the company's cash and cash equivalents held a total of 1.149 billion US dollars. In addition, the company's regular deposits are $ 1.14 billion. New Oriental seems to be more existing funds, but in addition to the selection of oriental selection, it is still investing in non -disciplinary counseling business. It remains to be observed whether it is to be observed.

The quality of the product also determines the success or failure of the e -commerce in the East. The reason why users choose Oriental selection among many live broadcast e -commerce are probably from the trust of the endorsement of Yu Minhong and Dong Yuhui's personal brand. For product quality disputes, consumers have previously reported that the peach mold and long hair purchased in the Eastern Selection room, and this topic also landed on Weibo hot search. The China Consumers Association was named. With the continuous increase of the selection of SKUs in the East, it will test its full -process product control capabilities, and it is necessary to balance the cost -effectiveness and quality in order to take into account sales and reputation.

Regardless of how many challenges, it is inevitable to select e -commerce for self -built private domains in the East. Yu Minhong once said: "The business model established based on external platforms has strong vulnerability." He asked the Oriental selection to rely on top -flow anchors, self -operated brands, and self -built platforms to try to create a new track of New Oriental Its transformation is determined to be admirable, and its exploration will also bring more possibilities to the second half of the live e -commerce.

(Author is senior commentator)

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