Bilingual "monthly test": How long can New Oriental live broadcast?

Picture source: Oriental IC

In June, the "Oriental Selection" under New Oriental Online became a catfish that stirred e -commerce rivers and lakes.

Starting from the unexpected popularity of Dong Yuhui, less than 20 days, the total number of fans selected by the East exceeded 20 million, and the sales of more than 600 million yuan to reach the top of Douyin, which quickly became the hottest "e -commerce star".

At the time of public opinion, New Oriental Online was reduced by Tencent and some overseas institutions.

The anchor of Internet celebrities is not uncommon, and it is more difficult than becoming popular. It has passed since the bilingual burst of goods, is the New Oriental live broadcast maintained?

Cool down

On June 10, it is destined to be an unforgettable day in the East. On this day, Dong Yuhui, the anchor of the terracotta warriors who laughed at his face, suddenly became popular. The live broadcast clips swiped the screen on social platforms. In less than a week, the number of fans in the East exceeded the tens of millions, and after 12 days, it exceeded 20 million. According to data, the cicada mother data shows that in the past 30 days, the Eastern Selection has been broadcast 32 games, and fans have increased by 20.42 million, with a cumulative sales of 863 million, which has become a well -deserved head anchor for Douyin.

From the perspective of the outside world, Oriental selection has brought a clear stream to the live e -commerce industry. It is no longer the only solution to the exaggeration of sale. You can also teach English, speak paragraphs, and share various kinds of knowledge. The new way of broadcasting the knowledge of its own knowledge can effectively attract users. Under the advantages of differentiation, the valuation logic of New Oriental Online has also changed. The company's stock price has skyrocketed all the way. On June 16, the highest point was 33.15 Hong Kong dollars per share.

However, the fanaticism of capital failed, and then the stock price of New Oriental Online began to fall. On July 8th, the company's closing price reported at 19.38 Hong Kong dollars, which had fallen 41.54%compared with the highest point in June, with a total market value of 19.424 billion Hong Kong dollars.

The decline of the stock price is related to the reduction of the high position of major shareholders. According to the Hong Kong Stock Exchange, from June 15th to 16th, Tencent Holdings sold 74.6 million shares of New Oriental Online, with a high level of HK $ 719 million, and the shareholding ratio fell from 9.04%to 1.58%. Not only Tencent, but many overseas institutions also reducing their holdings at the same time. Morgan Stanley, HSBC, Morgan Chase, and Deutsche Bank have sold a lot of sales when the stock price of New Oriental has soared, and some institutions have even settled their holdings.

In addition to the reduction of shareholders, there are "singing empty" on the news. On the evening of June 19, China Merchants Securities rated New Oriental online rating to "neutral", saying that "it is not recommended to push the short -term performance to long -term performance prospects." CITIC Securities prompts that "the company's business turning point shows the beginning, it takes time to prove stability." The caution of the major shareholders' reduction of overlay securities firms quickly curbed the trend of New Oriental's online stock price.

On the other hand, the performance was not stable enough after the selection of Dongfang, which shaken the confidence of the capital market. Around June 16, the live broadcast data of the East selected reached its peak, but since then the core values ​​of various items have begun to decline. The first is the popularity index. The cicada mother data shows that the number of fans in the East selection reached a peak of 4.235 million on June 16, and then declined all the way. By July 8th, only 106,000 fans were added. The number of live viewing people is the same. After the maximum view of 61.673 million on June 18, only 21.308 million on July 8th. The Baidu Index also shows that after June 16, the search of "Dong Yuhui" or "Eastern Selection" has fallen sharply.

Second, a similar decline has also appeared in more critical live data. On June 18, Dongfang's selected sales volume was 818,000 pieces, with sales of 62.369 million yuan, reaching its peak. Since then, the overall decline has been declining. On July 8th, sales were only 269,000, and sales decreased by 70 % to 17.136 million yuan.

The capital market will not pay for feelings, the reduction of major shareholders, and the "non -scientific class" New Oriental Online seems to be even more crumbling. There are more specific problems in front of the East selection.

"Rainy rain"

As the fiery circle comes, it is a non -stop controversy.

First of all, the product control selected by the East has been questioned. When bilingual goods are hot, the East selection has been complained by consumers many times to buy rotten fruit, product overweight, and live broadcast introduction. On June 20, the topic of "Eastern Selection was complained to the mildew and long hair" appeared on the hot search. The Beijing citizen Xiao Liu broke the news to the media. On June 9, he selected the order of Shaanxi Mountain Peach in the East. After receiving the goods, he found that about 1/4 of the peaches were mildew and long hair. Although the merchant has been refunded in full, it still doubts that the damage of the peach is so serious. How is the live broadcast team "selected"?

Subsequently, the "2022" "618" Consumer Rights Protection Public Opinion Analysis Report released by the China Consumers Association mentioned the incident and reminded consumers "'Selection of Peach Taozi to complain about the mildew and long hair' The bright circle and upgrade in front of people must rely on the most solid marketing internal skills. "

In fact, before being named, many voices questioned the positioning of the East's selection of "agricultural products". Agricultural products are always non -standard products, and supply chain management and product control are relatively difficult. New Oriental responded online that the moldy and long hair of peaches was caused by deterioration during transportation. As the temperature rises, product transportation will have greater uncertainty. Knowledge cannot replace Chai rice oil and salt, and the product is still in the hands of consumers. Oriental selection needs to have more stringent requirements in the quality of goods. Secondly, Oriental selection has been affirmed and supported by the concept of farming, but recently public opinion suspected that he had "trafficking feelings". The reason is that Oriental selection has been on the live broadcast room a 6 yuan/root fresh corn. Consumers report that the price is too high, but anchor Dong Yuhui responded to "Valley Bargaining farmers" on Weibo, allowing many netizens to decide to pay for it. But soon, some media reports said that even in Jilin, even the best fresh -eating corn, the purchase price was only 0.85 yuan. This report has attracted widespread concern. Some netizens pointed out for a while that farmers can only be sold at the market price, and the premium is difficult to flow to farmers. Oriental selection seems to be making money in the name of farmers.

"Farmers Daily" also posted that even if the market realizes "high -quality and high -quality" through operation and marketing, farmers are often the smallest "cake". Agricultural products are also broadcast live on selling farmers' goods, but also allow farmers to share more profits in the industrial chain. If an agricultural product marketing model is only a feast for enterprises and Internet celebrities, and cannot benefit farmers, the significance of this model is very limited. The Economic Daily earlier commented that the live broadcast of New Oriental Agricultural Products was "jumping from an industry that earns fast money to another industry." The public opinion situation faced by Dongfang is no longer so positive. When the feelings retreat, how many people are willing to pay for agricultural products that are not cheap?

In addition, there is concerns about Dong Yuhui's IP IP. Baidu Index shows that Dong Yuhui's search index was 139264 on June 16, far exceeding the East selection, which shows that the live broadcast room depends on Dong Yuhui. However, although big IP anchors can bring a live broadcast room, the most critical of live broadcasts is still the product side. If the popularity index of the anchor exceeds the charm of the product for a long time, the attraction of the brand selected by the Oriental will be disturbed.

Moreover, some experts pointed out that the Douyin platform pays more attention to the balanced development of the waist ministerial tail anchor and will try to avoid the emergence of big anchors. After the number of fans reaches a certain degree, Douyin will increase the flow of private domain, and it is difficult for anchors to continue to rise quickly. After Liu Genghong's loss of Douyin's traffic and algorithm support, the heat dropped sharply, and the selection of Oriental was a warning. What's more, the selection of oriental selection has always been characterized by "prosperous flow". It will lose traffic before exploring the efficient conversion method, which will bring a lot of trouble.

Therefore, during the month after the fire, the problem of the East selection was exposed one after another, and the questioning continued, and it was not a passing way ahead.

Will "rain over the sky" eventually?

The anchor of Internet celebrities is constantly fleeting. In order to avoid "a flash of flowers", the East selection is undergoing more layout.

Yu Minhong said in his personal public account, "East selection should establish an excellent agricultural and living industry chain." He revealed that Oriental selection will build a three -dimensional sales platform. In addition to Douyin, it will also consider other platforms and even self -built platforms. In addition, it is necessary to build its own product system, do strict selection of oriental selection, and participate in some agricultural industry companies with high -tech centered on investment or cooperation. In the future, Oriental selection may be deeply cultivated in the supply chain and carried out self -employed business. In terms of price, there will be more right to speak, and it can better ensure after -sales and product quality.

On the issue of IP dependence, Oriental selection has also been aware. Earlier, it opened a 50,000 -month salary recruitment bilingual anchor, which was enough to see that the East selection wanted to create a "hand -made friend" live broadcast and cargo brand, not Dong Yuhui's personal brand. Sun Dongxu, CEO of New Oriental Online, once publicly stated, "Oriental selection requires the anchor to do more for himself, and the appearance presented in front of the camera has his own characteristics." Recently, Dong Yuhui and the anchor Shi Ming and Dang Dun's interaction were welcomed and ridiculed " New Oriental Comedy ". Among the teachers in New Oriental, there is no shortage of humor and personality charm. Dong Yuhui, who likes to study, Yoyo, who can sing and dance, and wanderer, seven ... After Dong Yuhui's good start, it is not impossible to get out of an net red anchor again.

On July 7, Yu Minhong stated in the video number that the selection of oriental selection will never charge the pit fee, and it will never allow merchants and New Oriental staff to take bribes and bribery. In his opinion, collecting pits will allow merchants to kidnap live rooms. In the end, in order to make money, no matter whether the product is qualified, the anchor will put it. This is not a good way. This remark seems to be a response to "making fast money". However, some netizens said that they will collect commission or make differences without receiving pits. Since they must eventually make money, consumers or farmers will be paid for it. It is not more noble to not charge the pits. Maybe the win -win situation for farmers, merchants, anchors, and consumers to be a more important proposition?

Recently, the State Administration of Radio, Film and Television and the Ministry of Cultural and Tourism jointly issued the "Code of Conduct of the Conduct of the Internet anchor", which stipulates the behavioral specifications and requirements that network anchors should comply with from the positive and negative aspects.The live -broadcasting e -commerce industry has gone through early recklessness, and now it has gradually moved towards a new stage of regularization, increasing the threshold for the anchor's industry, and is more conducive to the development of the industry.Although the regulatory situation is tightening, the standardization of the industry is still good news for Eastern selection.Under the influence of many accidents and inevitable factors, the explosion of the East's selection suddenly came, and the problem was exposed one after another. New Oriental Online was obviously not ready.Just as Yu Minhong said, "There are too many things in the world to be silent after the lively. Like the fireworks in the sky, it is dark in the sky." After the lively, it takes time to choose from the East.

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