From the teaching and training institutions to the live e -commerce company, can the East select the main pan -intellectual live broadcast?

After the "double reduction" policy landed, the teaching and training industry has transformed. As a "top flow" that once taught the cultivation world, New Oriental has been questioned as "East Selection" and entered the live e -commerce track. A "clear stream".

Oriental selection of Pan -knowledge live broadcast and cargo has a unique competitive advantage, and it is closed with the "interest e -commerce" positioning created by Douyin. The "2021 Douyin Pan -Knowledge Content Data Report" shows that in the past year, the number of pan -knowledge content playback volume has increased by 74%year -on -year, and the volume of pan -knowledge content accounted for 20%of the total number of platform playback.

Can Oriental Selection Pan -knowledge live broadcast be red? Will it bring new weather to the industry? A reporter from China City Daily reported on this.

Oriental selection to take a different approach

"How do you say the" Original Cut "of the steak? Originalcutting." "The behind the food must be an emotional link." "The ultimate romance of human beings is the cosmic stars, we are the children of the universe stars." The bilingual live broadcast carried out by the new Oriental anchors transformed by the teacher made netizens lament the power of knowledge. They all said that "the new Oriental live broadcast room can't extricate themselves" and "buy it unknowingly."

According to data from the third -party platform cicada mother, the per capita staying time for the selection of live broadcast rooms in the East is 3 minutes, which is much higher than most of the live broadcast room within 1 minute. As of June 22, the total sales of the East for nearly 15 days were 476 million yuan, with averaged 26.172 million viewers per game, and a total of 445 million views. On the "618" e -commerce festival, the number of viewers reached 61.673 million, a record high.

Oriental selection of different "knowledge+goods" model made the public refreshing and became a phenomenal communication incident. "'Knowledge+live broadcast' combines business behavior and culture, so that the sales of goods have a certain cultural connotation and color, which stimulates a variety of influencing factors in the consumption psychology, such as knowledge acquisition, aesthetic appreciation, emotional satisfaction, and emotional satisfaction, and emotional satisfaction, emotional satisfaction, and emotional satisfaction, emotional satisfaction, and emotional satisfaction, emotional satisfaction, and emotional satisfaction, emotional satisfaction, and emotional satisfaction, and emotional satisfaction, and emotional satisfaction, and emotional satisfaction, and emotional satisfaction, and emotional satisfaction. Nostalgic psychology, etc. "Ding and Geng, director of the Institute of Media Economy and Management of Nanjing University, told reporters from China City Daily that most of these factors surpass the level of material needs, with cultural connotation and characteristics, so it is easier to make live broadcasts more Good communication effect.

After the selection of "out of the circle" in the East, the phenomenon spread awakened the sleeping memories, and there were more than 20 million cumulative students in New Oriental. The market cake of live e -commerce companies is large enough, and the brand's private domain traffic has a realization channel. Many people are willing to "pay tuition" for their feelings for their feelings.

According to the 49th "Statistical Report of China's Internet Network Development Status" in Beijing, the China Internet Information Center (CNNIC) shows that as of December 2021, the number of online live users in my country has reached 703 million, and the anchors and related practitioners reached more than 16 million. people.

It is worth noting that the current willingness to consume in residents is limited. After a large number of enterprises and funds are poured into the e -commerce platform, the period of high -speed growth has passed, and the industry has entered a bottleneck period. Among the traditional live broadcast e -commerce, the "lowest price on the entire network" is the largest selling point. There is a dispute between pricing power between the live broadcast room of the head and the brand. According to the data of the Dollowing Star Map, the top three transactions were 5.9 billion yuan, 5.4 billion yuan, and 3.2 billion yuan in the live broadcast of the "618" Douyin platform last year. The head monopoly effect was obvious. In this year's "618" e -commerce promotion, the brand's self -broadcasting has become a trend, the waist anchor ushered in opportunities, and the dispersed traffic has made it more and more important to seize the market segment.

The Oriental selection of the pan -knowledge live model is moving with the strategy of the Douyin brand's self -broadcasting. Tianfeng Securities analysts believe that Douyin may continue to increase support for high -quality innovation content in the future, provide resource support such as traffic entrances and supply chain docking, and help build a head live broadcast room.

Cross -border becomes a farmer e -commerce

After the glory of the "618" e -commerce promotion, on June 19, the GMV (total commodity transaction) selected by the East fell by 34%.

Many institutions have begun to leave at a high level. According to the China Securities Journal, foreign capital institutions have begun to reduce their holdings of New Oriental Online, and Morgan Stanley is close to clearance. Tencent Holdings, the second largest shareholder of New Oriental Online, has reduced its holdings sharply, from 9.04%to 1.58%, and cash out more than 700 million Hong Kong dollars. China Merchants Securities also released research reports to reduce the rating of New Oriental Online to intermediate levels, saying that "the current valuation is too aggressive."

"This time Tencent Holdings, Morgan Stanley, Citibank, etc. have greatly reduced their holdings when the stock price of New Oriental Online has risen, or considers the unsustainableness of such explosive fires." Shi Chen Liteng told the China Urban News reporter that since the "double reduction" policy has landed, New Oriental has launched live broadcasts online, and business logic has changed. Investors who have invested in educational attributes have lost the valuation basis for New Oriental Online.

"Previously, the stock price fell to 2.8 yuan, and we were still making products seriously." Oriental selected CEO Sun Dongxu previously told the media that the secondary market is unstable, and there is a hot spot effect and speculation factors. In the final analysis, the secondary market as a whole is positively related to the performance of the company's business. The short -term fluctuations are not within the consideration of the team. However, in the long run, the stock price is a result of performance, not a goal.

Someone left, some people entered, the stock price was turbulent, and the market was returning to calm. In fact, with the flow of traffic, the East selection has been "more than enough". The first is the issue of supply chain and capacity reserves. After becoming popular, the self -operated rice and corn selected by Oriental selected live rooms were marked with "pre -sale". Former New Oriental Master and Popular anchor Dong Yuhui also joked in the live broadcast: "The previous rice has been sold out, and the current pre -sale rice is still going to the shell."

The negative public opinion of quality control followed. On June 15, some consumers reflected some of the peaches bought in the East selection live room. About 1/4 of the peaches have grown hair and boarded on Weibo hot search. Although Oriental selection has been dealt with after -sales, it has also caused consumers to vomit. If the fresh agricultural products are frequently "rolled", it will be greatly harmful to the East's selection of word of mouth.

"The final point of the live broadcast of the live broadcast is the product itself. The quality of the product is not related to the platform. It is higher, and it depends on New Oriental's own business strategy.

Agricultural products have the characteristics of non -standard products, long production cycle, short shelf life, and high transportation costs, and involve food safety issues. They need to be cautious. Therefore, the live broadcast e -commerce platform has not incubated the influential live broadcast to help the farmer brand. People in the industry believe that the East selection of left -handed brands and right -hand traffic. If it can solve the problem of self -operated supply chain, it may be promising in the field of live farming to help farmers.

"Online e -commerce sales are the main forces of agricultural products. At present, e -commerce that is most suitable for agricultural products is selected from the East." Liu Yanwei, director of the China Enterprise Research Center and researcher of the Central University of Finance and Economics, said that in the establishment of agricultural product supply chain and guarantee the quality of agricultural products On the one hand, Oriental selection should study Chu Orange carefully. "So far, the problem of agricultural product sales in my country has not been effectively resolved. On the surface, agricultural product sales are 'Red Sea', which is actually the 'blue ocean', because it has not solved the 'pain point of agricultural product sales. As long as you take this difficult road, you can solve the pain points of the sales of agricultural products in my country and create a new model of agricultural product sales. "

Can the live broadcast mode be copied

On the Douyin platform, New Oriental has opened a number of different vertical official accounts under the "Eastern Selected Makeup", "3C Digital selected by the East" and "Cultural and Creative Selection of the Orient". A live broadcast and cargo matrix is ​​being established. To this end, more excellent anchors are as good as Dong Yuhui. It is understood that after the "bilingual with goods" came out, New Oriental's monthly salary of 50,000 yuan recruited anchors, almost in the industry's top salary.

On June 20, Yu Minhong, chairman of New Oriental, said in the live broadcast: "New Oriental may open e -commerce training colleges in the future, not to make money, but to improve the overall level of Chinese anchors."

Yu Minhong also wanted to try his own old business, combining teaching and e -commerce. Luo Yonghao, who was a member of New Oriental, also hatched the "E -commerce Garden of Friends" in February this year. He sold e -commerce training courses in the live broadcast room. In addition, e -commerce training courses on the market are not uncommon.

The first year of the "pan -knowledge" category was regarded as the first year of the "pan -knowledge". Ai Media Consultation "2022 China Knowledge Paid Industry Report" shows that the scale of China's knowledge paid market in 2021 reached 67.50 billion yuan, an increase of about 42 times over 2015. It is expected that the market size will exceed 180 billion yuan in 2023.

In terms of effort, does New Oriental E -commerce School have an advantage? Zhuang Shuai, the founder of Bailian Consulting, believes that New Oriental has established a live line number in the direction of vertical categories, so New Oriental needs more professional anchors to promote this matrix. As an educational and training enterprise, New Oriental has deeply accumulated in the field of education and training. It has mature teaching methodology and strong teacher resources. These can play a role in the new training field.

Yu Minhong plans to establish the confidence of the E -commerce Academy, from the New Oriental Education Model, and the "e -commerce live broadcast+teaching training" requires New Oriental to prove that its "pan -knowledge" live broadcast method is sustainable.

"The popularity of the New Oriental model actually shows that this is a new idea of ​​a successful live broadcast and cargo. But how much sustainability this model has this model, and more replicatability, it is necessary to continue to observe, because he depends more on Some personal characteristics of anchors, such as mouth talent, knowledge accumulation, and artistic literacy. "Ding Hegen believes that these excellent personal qualities are also easier to succeed in other live broadcast and cargo mode, but" knowledge spread+live broadcast broadcast This model provides them with better play.

"'Oriental selection' uses the bilingual live broadcast mode as the starting point, which has opened the traffic entrance of users of the live broadcast room. If its live broadcast team can output the content of diversity for a long time, so that users can maintain freshness and gain. Continuously, it can even form a clear label of 'Oriental Selection' with goods. "Chen Liteng believes that New Oriental Online is an educational enterprise. Many challenges.

■ China City News Reporter: Fang Ziwei

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