Economic Daily: New Oriental should not copy Li Jiaqi, making quick money is not the best demonstration

New Oriental, a giant of off-campus education and training institutions, leased 1,500 teaching sites and donated 80,000 sets of seats to rural schools, saying goodbye to the past in a "gentlemanly" way. What to do after that? According to media reports, Yu Minhong, the founder of New Oriental, will open a live broadcast to bring goods and live broadcast to help farmers with hundreds of teachers. According to the registration information, New Oriental has established a wholly-owned oriental preferred (Beijing) technology co., LTD., whose business scope includes the sale of fresh meat, poultry eggs, aquatic products, fresh fruits and vegetables, etc.

Good guys, New Oriental is going to learn From Li Jiaqi!

Live streaming with goods is very profitable, before there were celebrities who failed to start a business live with goods, more than a year to basically pay off 600 million yuan of debt, which shows the high profits. It is understandable that New Oriental, which is in urgent need of transformation, is eyeing this road of "becoming rich". However, from the perspective of objective conditions, it is difficult for live broadcasting to help farmers become a new pillar of enterprises.

Let's look at the market first. Fresh is not a standard product, each arrival may be different from consumer expectations, easy to cause dissatisfaction; transportation is easy to wear, to the hands of consumers may bump, deterioration; food safety is no small matter, a little careless will cause a chain reaction. Moreover, compared with the training fees of thousands of yuan and tens of thousands of yuan, the unit price of agricultural products may not be enough to support the "big" transformation of New Oriental.

Look at regulation. Live broadcasting of agricultural goods involves two major areas of online trading and food safety, which are the top priorities of the current supervision. It tests the supply chain, quality control, customer service team, food safety management mechanism, etc., and also needs strict content review in the live broadcast, and needs to be familiar with the Consumer Rights and Interests Protection Law, the E-commerce Law, the Measures for the Supervision and Administration of Online Transactions, the Advertising Law, the Price Law and other laws and regulations. Don't look at it all by mouth, New Oriental wants to cross from off-campus education and training to live e-commerce, it is really not so easy to move the mouth.

It may be difficult for New Oriental to return to the peak of market value through live broadcasting of agricultural goods, but as a company with educational genes, it may also be a big thing that other anchors cannot do. For example, the training of new farmers and farmer anchors is used as the starting point to promote the development of vocational education. At present, the e-commerce of agricultural goods has become a trend, and relevant talents are urgently needed. Although the e-commerce platform has a support plan, it is difficult to teach so many farmers who are eager to sell their agricultural goods to the mountains. Education and training is precisely new Oriental's strength. Let the teachers start from the live broadcast room to practice, quickly familiarize themselves with e-commerce, combined with the past accumulation of polishing courses, New Oriental may become the cradle of professional new farmers.

As one of the leading enterprises in the off-campus education and training industry, the transformation of New Oriental has the significance of vane. If you just jump from one industry that makes quick money to another industry that makes fast money, I am afraid it is not the best demonstration. It is said that Yu Minhong himself has always dreamed of building a university like Stanford, so building this university into a wider rural land may be more in line with the needs of today's society.

In addition, New Oriental, which has offline resources, can also consider participating in the research track. After the "double reduction", students do not make up classes on weekends and holidays, and research activities are very tight. At present, most of the practitioners in this field are small institutions and even individuals, and registering a WeChat public account to start pushing activities. The operation is very irregular, most of them are WeChat private fees, there is no contract, parents and "teachers" do not know each other, once there is a dispute is likely to have nowhere to reason; the activities are also relatively sloppy, generally every time the external lecturers, how the quality is unknown.

If new oriental and other large institutions are willing to organize research activities, at least the previously accumulated student resources can be seamlessly connected, the teaching and research team can be smoothly transformed, the class registration system can continue to be used, and students can rest assured that they follow familiar teachers. Compared with live streaming, studying and making money may not be so fast, but it is more in line with the educational background of New Oriental. Moreover, there are already many "Li Jiaqi" on the e-commerce platform.

This article comes from: Economic Daily, author Yu Ying, the original title is "New Oriental should not copy Li Jiaqi"

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