When the New Oriental teacher goes to live broadcast: What attractive?How far can I go?

The popularity of Dongfang's selection of live broadcasts has lasted for nearly a week.

Data from the third -party platform show that on June 10, the East selected account increased over 470,000, and since then, the number of fans has risen sharply. On the 15th, the number of fans in the live broadcast room exceeded 6 million; on the 16th, the number of fans had exceeded 9 million.

On the morning of June 16, the number of fans in the East selected account exceeded 9 million, and the anchor played "Blue and White Porcelain" to celebrate.

What is the "magic" of such a "half -way monk" live broadcast account?

"Teacher" transformation as anchor

Many of the new Oriental teachers in the anchor team selected by Oriental.

The traditional anchor introduces the efficacy of the product and sells the price of the product; and the anchors selected by the Oriental are not only taught by bilingual teaching, but also about life, history, telling the story behind each agricultural product, and telling their own experience.

Sun Dongxu, CEO of New Oriental Online, frankly said, "For example, Dong Yuhui, he usually likes reading, thinking, and particularly like to express; YOYO is a very youthful, sunny, and singing girl, so she presented in front of the camera. ; Then July Seven, we said that she is a stray poet, she usually likes singing, and she likes music very much. "

A person in the industry who had worked in the education institution told China New Finance that most of the anchors selected by the East were the lecturers of the big class. "One of the important tasks of the big class lecturer is to attract students and retain students. Curriculum repurchase rate is a very important performance indicator." She said that this position is usually very competitive, and the teachers who can be competent are naturally one hundred miles.

What attracted people?

"Seeing their live broadcast feels very inspirational and very positive, I yearn for them." A netizen said to Zhongxin Finance.

If it wasn't for Dong Yuhui, netizens may never be thought of by the iron pot, "It is the mother's hand, the face of the father's sadness is the heart of the elderly looking forward to the visit"; The taste is marinated by the magic and time of nature. "

Dong Yuhui once said in the live broadcast, "I think as long as everyone is willing to listen, relax and comfortable here, use useful listening, or a little funny joke, listen to a useless English, you are willing to stay here, you can stop here. Will deliberately say that you have to let you buy things, because you have to consume rationally. "

Dong Yuhui is broadcasting. Screenshot from the Eastern Selection Live Room

The netizens who were tired of "buy it", in the face of such "honest" anchors, were willing to take out their own pockets and "pay for knowledge".

Zeng Ying, an analyst of the brand retail industry of easy viewing analysis, believes that compared with other live broadcasts, Oriental selection has New Oriental professional teachers, and the live broadcast style is also different from other live broadcast rooms. "Now the head anchor is lacking, and the live broadcast room is serious for a long time, so the selection of oriental selection is even more like a clear stream."

Behind the "halfway"

Oriental selection, which is transformed from New Oriental, is a "halfway".

Sun Xudong also revealed in the interview that the East selection has introduced external talents in team building: "Some employees have transformed from the teacher, which can adapt to general skills such as communication and operating systems, but agricultural product analysis, quality inspection and other professional fields They must introduce external professional talents. "

Eastern selected shareholders' information. Screenshot

Tianyancha shows that in addition to the shareholders of Dongfang Selection (Beijing) Technology Co., Ltd., in addition to the 55%proportion of Beijing New Oriental Cyber ​​Network Technology Co., Ltd., there is also a 45%of Beijing Yangde E -Commerce Partnership (Co., Ltd. partnership).

The establishment of Yangde E -commerce is only 6 days earlier than Oriental selection. Its business scope includes selling clothing, shoes, cosmetics, daily necessities, toys, fresh fruits, fresh vegetables, needle textiles, stationery products, sporting goods, home appliances, electronic products Wait.

However, in the statistics of a third -party platform, 49%of the products selected by the East are food and drink, and 34.4%are fresh. In this way, more than 80 % of goods are related to "eating".

Screenshot of heat wave data.

How far can I go?

"After the fire, many suppliers are in line." On the evening of the 15th, an anchor revealed in the selection room of the East. In the relevant comments selected by the East, many netizens have urged the East to select other category products such as cosmetics with higher profits.

Sun Dongxu said to Zhongxin Finance that the scope of selection will not be expanded, and at this stage, the Eastern Selection Association will highly focus on agricultural products. "Selling books also responds to the needs of fans." In the future, Oriental selection will also conduct public welfare live broadcasts.

On June 15, the selection of live broadcasts in the East still continued to be hot. Screenshot from the Eastern Selection Live Room

Faced with popularity, Dong Yuhui, who is now the "stage", attributed it to his "blessing" instead of luck. He felt that, like a young man who worked hard for thousands of big cities, "didn't pay much attention."

Screenshot of Weibo.

On June 15th, Dong Yuhui wrote such a paragraph on Weibo, "If you want to pay attention, I hope to pay attention to the transformation of agriculture in New Oriental, focus on agriculture, rural areas, farmers, and hope to pay attention to those couples who come out of the breakfast stall in the early morning. Driving on behalf of the construction workers who are under the sun. Diligence, simple, and cute labor people are the main body of society and the power of the nation. Their story is more powerful. "

(Source: China News Network Zuo Yuqing) [Edit: Jin Xin]

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