"Snow water continues to flow down from the Qilian Mountains", "The water of the Tarim River begins to flow, the rain is a little more abundant, the taste of Jiangnan is stuffed, the scenery is magnificent, the desert is lonely, and the long river is full of sunsets"...
The above comes from Yu Minhong's background introduction to the selenium-rich quinoa on the Sunan Plateau and the Korla fragrant pear in Xinjiang, which was described by netizens as "class-style selling". At 8:00 p.m. on December 28, 60-year-old Yu Minhong, wearing a gray hooded sweatshirt printed with "Oriental Selection", opened his debut in Douyin to help farmers live.
Throughout the live broadcast, the gray sweatshirt worn by Yu Minhong became the most popular product of the night. At the end of the live broadcast, netizens in the live broadcast room expressed that they wanted a sweatshirt of Teacher Yu, and even Yu Minhong could not help but ridicule the team for "picking agricultural products is not good, picking sweatshirts is OK"
That night, the highest peak of Yu Minhong's live broadcast room was 30,000+ people watching online at the same time, and 44 items were on the shelves. At the end of the three-hour live broadcast, Sun Dongxu, the general manager of New Oriental Agricultural Products, came to Yu Minhong's live broadcast room and said that the total sales of the night reached 5 million yuan. According to the third-party data platform Red Man Point Collection, Yu Minhong's live broadcast room sales last night were 4.7 million yuan, and the sales of the Oriental Selection live broadcast room were 410,000 yuan.
According to Yu Minhong, Sun Dongxu will be responsible for the selection of New Oriental's live streaming platform Oriental. According to the data of the enterprise investigation, the Oriental Selection was established on December 7, and the legal representative is Sun Dongxu.
Faced with a transaction volume of only 5 million yuan, Yu Minhong explained that "agricultural products are still sold too cheaply." But on the side of netizens, comments such as "can't afford to buy", "too expensive" and "can't afford to eat" filled the entire live broadcast.
Yu Minhong, who came from the countryside, chose to bring agricultural products, but in the end, he sold the "luxury goods" in agricultural products.
In Yu Minhong's live broadcast room that night, there were not only selected products under the big agricultural brands, but also many quality agricultural products directly selected from the place of origin, such as pingshi alpine apples, chu oranges, rice flowers fragrant rice, goji berry gift boxes, etc.
For example, 15 flat stone apples 128 yuan, 8 pounds of rice and flowers 268 yuan, 9.6KG of organic particle flour gift box of 960 yuan, and even by netizens ridiculed "this flour is eaten, will I be smarter?" ”
An hour after the sale, the first thing to shoot was the corn combination that sold for 39.9 yuan / 10 sticks after receiving a 10 yuan coupon, while the 4.8kg particle powder + 4.8kg snowflake powder priced at 960 yuan was the lowest sales volume in the live broadcast room that night, only 32 copies.
For netizens who are accustomed to enjoying large discounts in the live broadcast room, Yu Minhong's live broadcast with goods lacks some cheap agricultural products, leaving only the first impression of expensive.
And Yu Minhong also responded to the reasons why the live streaming platform is called "Oriental Selection" when introducing why the live streaming platform is called "Oriental Selection": First, New Oriental chooses real, good, and unpolluted agricultural products, and the planting cost is high; second, these agricultural goods can be eaten by themselves or sent out as gifts, which is very face-saving.
Compared with Luo Yonghao, who was also transformed by New Oriental teachers to live stream with goods, the first place in the debut with goods list and the sales performance of over 100 million yuan, Yu Minhong's debut performance with goods list and 5 million yuan sales were obviously unfavorable.
In order to achieve the previously expected goal of "taking dozens of teachers to do live broadcasting and doing tens of billions of sales a year", Yu Minhong is more grounded. This kind of grounding gas is not only reflected in the selection of agricultural products to pay more attention to high quality and low price, but also in the transformation of Yu Minhong's personnel.
Previously, Yu Minhong's live broadcast room created an elite setting that talked about life feelings and recommended excellent books. In order to be more relevant to agricultural products, Yu Minhong, after that, perhaps should put down the burden of teachers in the live broadcast room and learn from real farmers.
The transformation of human design is not an overnight achievement. Another convenient way for Yu Minhong is to join hands with Internet celebrities in related fields to refresh the cognition of netizens in the live broadcast room. Zhang Zhang, a popular fried chicken student who photographs rural life, may be a good partner for Yu Minhong at the moment. With the help of Yu Minhong's influence in the post-70s and post-80s, Zhang can also further break the circle.
Alphabet List & Face to Face sent to Teacher Yu into a word: if you want to break through the education circle, enter the live broadcast circle, put down the shelf, first issue an invitation to Zhang Students, not to shame people. If you can't be grounded, then borrow the ground gas.
A
With the news that Zhang announced the delivery of agricultural products, the two are having more possibilities to join forces.
After rejecting the right to buy out the account operation of 5 million yuan per year, Zhang students will not unexpectedly go to the end of the Internet celebrity - with goods.
In an interview with the Beijing News on December 5, Zhang said that he was a farmer himself, just do a little bit of the people's work, like helping his fellow villagers sell some local specialties, such as beans grown at home, mushrooms picked on the mountain, etc.
And Mr. Zhang's agricultural products with goods plan has already shown signs in the near future. According to the enterprise investigation data, on December 10, a company named "Liaoning Zhang Classmate Agricultural Development Co., Ltd." was established with a registered capital of 5 million yuan, and the registration place was Songshu Village, Jianyi Town, Dashiqiao City, Yingkou City, Liaoning Province, the legal representative was Zhang Kexue, Zhang Kai was the manager, and the business scope included the sale of agricultural and sideline products.
Not surprisingly, Zhang is also about to enter the countdown with goods.
Both were from rural areas: Yu Minhong was born in a small village in Jiangyin, Jiangsu Province; Zhang was born in a village in Yingkou, Liaoning Province.
If the same origins made them choose agriculture, then the circumstances of the times have prompted them to embark on the same path. Previously, they had different life experiences: one was an entrepreneur who graduated from Peking University and had become the richest person in the global education industry, and the other was a short video blogger who returned to his hometown after a failed and depressed career in middle school.
However, with the landing of the "double reduction" boots in July this year, the era of education and training was announced to be over, and Yu Minhong's fate as an education entrepreneur also went to a turning point. Just three days after Yu Minhong's first live broadcast of helping farmers, that is, on the last day of 2021, New Oriental's K9 business will be completely terminated. This means that New Oriental will shut down 2/3 of its teaching points, lay off nearly 40,000 employees, and the business that accounts for 60% of New Oriental's revenue will be terminated. According to New Oriental's latest fiscal year revenue, the company will reduce about 16.3 billion yuan.
In the recent interview program "Opening Statement", Yu Minhong said that he was only left to go forward, "I can say that I don't do it, why? Because I am poor, I have a house and a car, my children have living expenses for college, and I have enough books at home, I can go away. But New Oriental's fifty thousand brothers and sisters, what to do? ”
After Zhang accidentally became popular, the People's Daily commented on Zhang that there should be more people like Zhang who record rural life and encourage more people to participate in rural revitalization. In the "Opening Statement", Yu Minhong also said that in principle, it conforms to the interests of the country and the nation, and even the interests of the world, and this matter is truly meaningful.
Now, only Yu Minhong, who "bravely moves forward", and Zhang, who wants to do something for his hometown, have embarked on the same path.
B
Once the two can work together to sell goods, for Yu Minhong, it will directly increase the traffic and popularity of the live broadcast room.
During the live broadcast debut on December 28, Yu Minhong's live broadcast room with more than 7 million fans, the peak online viewing number reached only 33,000, and the "Oriental Selection" account focusing on live broadcasting of agricultural products was even more miserable, and only 30,000 fans were diverted through Yu Minhong that night, and the current number of fans remained at 66,000.
Zhang, a top stream student with 17.9 million fans, is obviously the traffic conversion input that Yu Minhong urgently needs at the moment. In addition, when Zhang is in the heat of the current student, once he enters the Live Broadcast Room of Yu Minhong, the network onlooker effect brought about by it may be doubled.
For Zhang, cooperating with Yu Minhong can also find a value release channel for the huge traffic behind him, not to mention that this is still a channel that is very suitable for the original intention of Zhang's traffic realization.
In the media reports, Mr. Zhang is known as the "male version of Li Ziqi", becoming a new generation of short video bloggers of rural life, and the scenes of rural life in northeast China depicted in his videos have to a certain extent allowed the outside world to recognize the grounded personality created by Mr. Zhang. This happens to be the short board that Yu Minhong needs to make up for at the moment.
If the two sides hold hands and cooperate, Zhang can use his traffic advantage to sell the agricultural products selected by the "Oriental Selection". After the official launch of Zhang's live broadcast with goods, the two sides can also share the live broadcast room and sell their own agricultural products to achieve a strong alliance.
Judging from Yu Minhong's first live broadcast with goods, his selection is positioned in the characteristics of "high quality" and "gift-giving has face", which all point to higher income groups with certain consumption power, which coincides with Zhang's fan base.
According to Feigua data, Zhang's fans are mainly young people with certain spending power, of which fans aged 25-30 account for 30.%, fans aged 18-24 account for 27.27%, and users are mainly concentrated in first- and second-tier cities.
It is worth noting that the most popular fan portrait of Zhang is Cantonese. As China's first economically strong province, Guangdong Province's GDP has led the major provinces in China for many consecutive years. Data show that in the first half of this year, Guangdong's per capita consumption expenditure exceeded 15,000 yuan, ranking fifth in the country.
This is a good fit for Yu Minhong's target audience. Once the two sides cooperate, the traffic of Mr. Zhang is released at value, and Yu Minhong's live broadcast room also harvests a huge potential buyer.
For Mr. Zhang, joining hands with Yu Minhong is also expected to help solve problems such as team building and supply chain management in the early stage of carrying goods.
It is understood that New Oriental has set up a large-scale agricultural platform, and there are hundreds of teachers of New Oriental to help farmers live. In a live broadcast by Yu Minhong in November, Yu Minhong said that he would lead 100 New Oriental teachers to enter the Douyin platform, and these 100 teachers all passed internal recruitment, formulated selection criteria, screening, five online trainings, and finally reached the anchor signing, which is the standard playing method of MCN institutions.
For these preparations that require a lot of investment in the early stage, Yu Minhong, who is not short of money, can help Zhang. According to New Oriental's financial report data, as of May 31, 2021, New Oriental's cash flow and cash equivalents were US$1.612 billion, and short-term investments were US$3.435 billion, totaling about US$5.047 billion (about RMB32.634 billion).
Now, it depends on whether Yu Minhong and Zhang, who also want to help farmers increase their income, can come together.
Resources:
"Dialogue with "Earthy Top Stream" Zhang Student: Once a failed entrepreneur and suffered from depression, refused to sell 5 million operating rights every year" Extreme News
"'Classmate Zhang' became popular and began to encounter the troubles of "Brother Ramen"" Beijing News
"New Oriental "Broken Arm Survival": Layoffs of 40,000 Employees, Executive Salary Cuts, Refunds of 10 Billion" Southern Weekend
"Yu Minhong's Answer: The Era of Education and Training Is Over, BringIng Goods for Farmers Live" DeepInnet Tencent News
"Look at this per capita "consumption list" in all parts of Guangdong, where is the money spent" Southern Magazine
From Li Ziqi to Zhang Classmate: Why are urban people always easy to be seduced by the "earthy taste"? Wind Sound