Entering the live broadcast with goods and starting a business, Yu Minhong has once again become the focus of public opinion, and the road of transformation has also attracted much attention.
In the first live broadcast on December 28, Yu Minhong put more than 30 agricultural products on the shelves in the live broadcast room, and in the three-hour live broadcast, Yu Minhong sometimes brought goods, sometimes interspersed with knowledge points "lectures", and the sales volume of that night was more than 4.9 million. This figure can be said to be slightly bleak compared with former colleague Luo Yonghao, who previously had a total transaction volume of more than 110 million yuan for Luo Yonghao's first live broadcast.
However, a week later, the 4.9 million has been considered a gratifying result. A week after the start of the broadcast, the sales of Yu Minhong and his cargo platform "Oriental Selection" are still stuck at the level of hundreds of thousands. In addition to the first live broadcast with Yu Minhong's appearance, Dongfang Selected 7 live broadcasts from December 29 to January 4, with cumulative sales of less than 900,000. The price is expensive, the selection is small, and Yu Minhong, who entered the e-commerce live broadcast for the first time, is not optimistic.
(Image source feigua data)
From a teacher at Peking University to the founder of New Oriental, Yu Minhong's entrepreneurial road today has increased the experience of live streaming with goods. From announcing the adjustment of business in October, donating 80,000 sets of tables and chairs to rural schools, to creating a platform to start live broadcasting in December, Yu Minhong chose to retire with dignity and take the initiative to switch to a new track. However, the intellectuals who entered the scene halfway are doomed to become the next "Li Jiaqi".
"Classroom style" selling goods
With hundreds of teachers turning to the live broadcast room, Yu Minhong's "class style" selling style has become a clear stream in the live broadcast industry.
In order to help the live broadcast, Yu Minhong first released a short video for preview on the afternoon of December 28. At 8 p.m., Yu Minhong sat in front of the camera and began to sell goods formally. In addition to explaining the goods, Yu Minhong occasionally took out a map to popularize geographical knowledge, or explained nouns in English, and the painting style appeared unique.
From 9 pieces of 9 fungus to 960 yuan of organic flour, with the theme of helping farmers, Yu Minhong's live broadcast room set up 31 items of goods that night, mainly cherry, apple, Dandong strawberry and other seasonal hot fruits, as well as various agricultural products.
According to data from the third-party data platform Feigua, on the day of the premiere on December 28, the sales of Yu Minhong's live broadcast reached 4.932 million, and the number of viewers reached 1.869 million, and the live broadcast increased the account by 44,000 fans.
"Making agricultural products is really a bit of a sentiment, I still have to insist on doing it." As the founder of New Oriental, Yu Minhong announced that he would appear in the live broadcast room of Oriental Selection "irregularly". However, at present, in addition to the first live broadcast appearance, other times, Yu Minhong is more likely to appear in short videos.
After the broadcast on December 28, Yu Minhong, in a short video filmed, called on everyone to pay more attention to its official sales platform "Oriental Selection", which will be launched throughout the country in the future.
The purpose of the first live broadcast is to select and drain the flow for the East, which shows that Yu Minhong did not position himself as a 100% anchor with goods, but created a platform with goods, which was relayed by other anchors. Under the leadership of Yu Minhong, in the first week of broadcasting, the live broadcast room selected by the East gradually got on the right track.
Like Yu Minhong, in addition to introducing commodities, sometimes popular science historical knowledge, poetry, recommended books, New Oriental teachers who live broadcast from education transformation have come up with their own skills and become erudite anchors in the eyes of netizens.
"This is a navel orange from Gannan, which was shipped to everyone within 48 hours of shooting today." Regarding Ganzhou, there was once a great poet of the Song Dynasty, called Xin Renjie, who wrote a poem "Bodhisattva Man", which has a sentence :'The green mountains can't cover it, after all, it flows east.' You should have heard it. ”
"As a physics teacher, I will talk about light every time, in fact, there are several important indicators in the growth process of fruit, soil, moisture, sunlight, and temperature difference, and the fruits grown in places with large temperature differences are very sweet." When introducing coconut green, we also teach everyone how to open coconuts with chewing gum, interspersed with some knowledge points of mechanics and pressure.
There are also some fancy interactions often staged in the live broadcast room. "In addition to having a lot of good things to recommend to everyone, we can also learn knowledge, and friends who have learned are in the barrage." "Guess which subject the teacher next to me teaches, don't guess, it's a language."
In the three-hour live broadcast on January 4, Oriental Select's sales were 69,000, the order volume was in the early 1,000s, and the number of viewers was 35,000, far less than the results on the day of the premiere. The hottest is the Chilean cherry priced at 279 yuan, with sales of 15,000 yuan. And 9 pieces of 9 pure oatmeal, so that the "wool party" to enjoy the benefits, is the most popular item.
Without Yu Minhong's personal appearance, the popularity of New Oriental's live broadcast dropped significantly. In the live broadcast room, although the teachers have been doing their best to perform the skills of carrying goods, with these new anchors, it is obvious that they cannot support New Oriental's transformation goal in the e-commerce business.
New Oriental Online previously told "Mustard Pile Looking At Education" that New Oriental launched the internal anchor recruitment from the end of October this year, and issued an "e-commerce anchor recruitment order" to all employees in November. Of the more than 800 applicants recruited in the initial stage, about 85% came from teachers within the New Oriental system.
Leading hundreds of teachers to sell goods, provide them with training, and solve employment problems is to personally witness Yu Minhong's helpless move after the end of the era of education and training. But for both Yu Minhong and New Oriental, the transformation is not so simple.
Yu Minhong also "can't move"
Judging from the live broadcast data, from December 28, the intensive broadcast has been launched, and the Oriental Selection has basically maintained a live broadcast time of 3 to 4 hours per day. However, the live broadcast results are not eye-catching, the number of viewers is basically only 100,000, and the sales are around 200,000. Feigua data shows that the total sales of seven live broadcasts from December 29 to January 4 are less than 900,000.
What has been talked about by the outside world is the selection and price of Yu Minhong's live broadcast room, the biggest feature of which is expensive. For example, organic granular powder, which cost 960 yuan on the day of the launch, due to the high price, few people placed orders, and the conversion rate of the linked product was only 0.1%.
For popular models such as Cherry Andi and Dandong Strawberry, which are popular in major live broadcast rooms, the attractiveness of Oriental Selection in terms of price is not enough. One of the 5-pound JJJ-grade Chilean cherries costs 299 yuan, higher than other e-commerce channels and many Douyin belt masters.
Yu Minhong once explained the price problem in the live broadcast room, although the price is expensive but the quality is high. Other anchors also emphasize that the quality is trustworthy, and the live broadcast room has been relatively discounted. An anchor introduced when carrying goods Wuming Wo citrus: "The daily price of 5 kilograms is 49.9, we are here 39.9, 8 pounds of special offers, daily is 128, in our live broadcast room is 59.9." But the link's estimated sales on Jan. 4 were only a few dozen.
Focusing on high-quality agricultural products, first of all, the selection standards are restricted. High-priced unit-priced goods cannot win by quantity, and it is difficult to promote explosive products. In addition, for agricultural products with high consumption frequency, it is difficult to meet the psychological expectations of fans when the price is expensive.
From the perspective of the commission with goods, the commission ratio of the fresh category itself is much lower than that of clothing and beauty products. The third-party data platform shows that the proportion of commodity commissions in Yu Minhong's live broadcast room is basically 1%, and some are 0 commissions, and in the case of low sales, there is actually not much to earn.
Live broadcasts with a public welfare nature, the pull on GMV is not obvious enough. Including Li Jiaqi's live broadcast room, in several public welfare live broadcasts in December, more rely on clothing and makeup to raise the number of viewers and increase the sales of the entire live broadcast, and agricultural products account for only a small part of it.
Luo Yonghao, who is also the anchor of the Douyin ecology and entered the live broadcast with goods earlier and then started a business, is now developing rapidly on the road of carrying goods, covering all categories such as food, fresh food, beauty and personal care, and the number of Douyin fans is nearly 20 million.
Whether it is in the Douyin ecology or the Tao e-commerce, compared with the head anchor, the gap between Yu Minhong and them is still huge. Also to help farmers live, Li Jiaqi in the december 27 live broadcast, a total of 75 products on the shelves, sales of more than 22 million, which is dozens of times the oriental selection of daily broadcast results.
With 7.5 million followers on Douyin, Yu Minhong's personal IP influence is not low. It has been a week since the announcement of live streaming with goods, Yu Minhong has only brought goods once through his personal account, filmed 3 short videos for the promotion of live broadcasts, and other content is more recommended for good books, which is not "invested" enough in the live broadcast with goods.
The launch of the goods platform Oriental Selection, its positioning is more like a talent anchor, which needs to constantly cooperate with external merchants, and also exposes shortcomings. As a small and medium-sized anchor, there is no scale, no bargaining power, and it is impossible to compete with large anchors with excellent cargo ability, resulting in higher prices in the live broadcast room. In the case of a weak foundation of trust, its live broadcast room can not stimulate fans to generate impulse consumption.
The most intuitive competitiveness of live streaming is manifested in price, and even at the expense of subsidies in exchange for sales growth, the target of profitability is set behind. "Hit the price down", with the goods around the price is always the price, so that it is lower than the daily price, or lower than other anchors, in order to pry consumers' desire to buy. Previously, Luo Yonghao's live broadcast room pre-sold a 5-pound imported cherry at the beginning of the year, with sales of more than 1 million, and the discount was attractive enough, as low as 198 yuan.
Compared with Luo Yonghao's live broadcast room, the former has started a supply chain, and Yu Minhong's live broadcast obviously does not occupy an advantage. Huang He, the founder of Make a Friend, said in an interview with 36Kr that making a friend develops a new business model and reduces the price by taking goods from agents. In the east, which has not shown competitiveness in the goods and traffic side, it is still in the stage of relying on the brand side.
Frustrated on the road to entrepreneurship, Luo Yonghao, Yu Minhong and other former successful entrepreneurs have entered Douyin and seized this not-so-new outlet to "save themselves". Previously, the live broadcasting industry was exposed to many cases of tax evasion by head anchors, but with the normalization of e-commerce live broadcasting and the gradual implementation of regulatory policies, e-commerce live broadcasting is still a profitable business.
Luo Yonghao, who once owed 600 million yuan in debt and withdrew from Hammer Technology, is now doing a good job in Douyin e-commerce, and "True Return" is nearing the end. With the landing of the "double reduction" policy, Yu Minhong, who saw the education and training industry coming to an end, also chose to go to live streaming at this time.
In a live broadcast in November this year, Yu Minhong announced plans to set up a large-scale agricultural platform to help farmers live broadcast with anchor teachers to help more farmers benefit by building a platform. Sun Dongxu, CEO of New Oriental Online, announced in a short video selected by Oriental that it will use New Oriental's resource advantages to connect agricultural experts and agricultural enterprises.
However, in essence, e-commerce live broadcasting is still a door traffic business, and the mediocre results with goods cannot support the profitability of the brand, not to mention the "halfway out" New Oriental. From simply bringing goods to building a supply chain, Li Jiaqi, Luo Yonghao and other head anchors who entered the game early have taken the lead and tried to build the advantages of goods and people. In the face of the head anchor's dimensionality reduction blow, if you want to turn the tables against the wind, Yu Minhong and New Oriental need more in-depth continuous investment.