The article | Three Words Of Finance, written by | Doraemon
Now, it has been more than a month and almost two months since Yu Minhong first live-streamed the goods, how are the results of Lao Yu and his New Oriental goods? Is it good to do?
The road is still long, and the overall performance is average
Sales data: sales of 4.54 million yuan, cumulative sales of 81,400 pieces
According to the data of the new jitter data platform, since the launch of the broadcast on December 28, the cumulative number of goods selected by The East has been 335 pieces; the cumulative sales volume is 4.5476 million yuan; and the cumulative sales volume is 81,400 pieces.
Specifically, in the two weeks since the start of broadcasting on December 28, 2021, the cumulative number of goods selected by Oriental is 97 pieces; the cumulative sales volume is 1.2791 million yuan; and the cumulative sales volume is 19,200 pieces.
In the first two weeks of broadcasting, the highest sales volume of the Live Broadcast on the Oriental Selection Day was 2,995 on January 11, with an average daily sales volume of about 2,000 pieces.
From January 12 to January 25, the last live broadcast before the Spring Festival holiday, the sales of Oriental Selection Live With Goods ushered in the first wave of peaks. During this period, a total of 145 pieces of goods were brought with goods; the cumulative sales volume was 2,080,200 yuan; and the cumulative sales volume was 32,800 pieces.
Among them, in the live broadcast on January 21, Dongfang Select sold 11,000 items, which is also the highest sales day so far; but in the two live broadcasts on January 24 and 25, sales plummeted to more than 1,000 pieces.
From the first live broadcast after the festival on February 10 to February 17, The Cumulative Number of Goods Selected by Oriental was 159, the cumulative sales volume was 1.1884 million yuan, and the cumulative sales volume was 29,400 pieces.
In the February 17 live broadcast, Oriental Selection sold 9,356 pieces; in addition, three of the six live broadcasts in the past eight days sold more than 5,000 pieces.
As of February 17, Oriental Selection had sold a total of 15,000 items with a unit price of less than 50 yuan; more than 3,200 items with a unit price of 50 to 100 yuan; more than 1,500 items with a unit price of 100 to 300 yuan; and the sales of goods with a price of more than 300 yuan were almost negligible.
In addition, most of the commodities are fruits, beef and mutton and other agricultural products.
Overall, the oriental selection sales data is decent, and it needs to be polished from the excellent. Although the relevant data showed a gradual increasing trend after the start of the broadcast, it also ushered in several higher sales volumes; but after more than a month of broadcasting, the overall sales data was not stable, high and low, and the number of live broadcasts was 26, which was not high.
Commodities with a unit price of less than 50 yuan have the highest sales volume, while products below 300 yuan bear most of the sales data of the entire live broadcast room. It shows that Oriental Selection still tends to take the "cost performance" route, but this will also cause its customer unit price to be lower.
Fans: Steady growth
Since its inception, the total number of fans selected by The East has been 211,700, the number of fans has increased by 154,300, and the number of fans has increased by 0.73%. The overall growth trend is stable, and in the past week, Oriental Selection has significantly increased the amount of video content, and fans are still in an upward period.
Since its inception, 27 live broadcasts have been selected by The East, with a total of 3.316 million viewers, a single peak of 15,900 yuan in popularity, and an average sales of 173,700 yuan per game.
From the watcher table, it can be seen that after the start of the Oriental Selection broadcast, the number of viewers once declined; until January 21, it ushered in a maximum of 557,000 people; but since the Spring Festival holiday, the average number of viewers in the live broadcast room has been more than 200,000.
The oriental selection of the past ten live broadcast summary, sales and the number of viewers are not directly proportional, the overall performance is average. In several live broadcasts on January 25, February 10, February 13 and February 17, the number of viewers exceeded sales; the january 25 live broadcast was viewed by nearly 300,000 people and sales were 200,000.
The number of fans is the core that supports the sales of the live broadcast room, at present, the oriental selection of live broadcast room fans, popularity is still in the growth period, to be continued operation and maintenance.
Comparison of the first day of the live broadcast with the last live broadcast
On December 28, 2021, on the first day of the launch of oriental selection, it sold 44 pieces of goods; the cumulative sales volume was 147,900; the cumulative sales volume was 1,946 pieces; at the same time, the sales on the same day were mainly in the range of 100 to 300 yuan unit price.
In the live broadcast on February 17, Dongfang selected a total of 43 pieces of goods sold; the cumulative sales volume was 302,300 yuan; and the cumulative sales volume was 9,356 pieces. At the same time, sales on February 17 were mainly less than 50 yuan.
In terms of the number of viewers, on December 28, the cumulative number of viewers selected by The East was 217,900; the average number of online people per game peaked at 6383; and the average number of online people per game was 2593.
On February 17, the total number of viewers in the Live Screening Room of Oriental Selection was 263,000, the average number of online people per game peaked at 3306, and the average number of online people per game was 1306.
Compared with the data related to the first day of broadcasting and the latest live broadcast, the sales volume of Oriental Selection was not high at the beginning of the broadcast, but the unit price of the goods sold was higher; while in the live broadcast on February 17, the sales volume was higher, but the products were mainly less than 50 yuan.
In the past two months, Oriental Selection is more inclined to sell low-priced goods.
If you only evaluate the "newcomer" New Oriental from the perspective of live streaming with goods, it is worth praising if it is not excellent to achieve this achievement now. Whether from the sales data or fan data, the Oriental Selection Live Room still has a lot of room for growth, and it is indeed moving forward steadily.
But can New Oriental afford to wait?
Yu Minhong said that new oriental market value has fallen by 90%, revenue has decreased by 80%, 60,000 employees have been dismissed, and cash expenditures such as tuition fees, employee dismissal N+1, and teaching point rent withdrawal are nearly 20 billion yuan.
And New Oriental completely stopped K9 training, which is really a broken arm for heroes; at the same time, it is also necessary to increase investment in the college student market and overseas Chinese market.
Under such pressure, it is obvious that Dongfang Selection is carrying a heavy burden, and Yu Minhong naturally has high hopes for it. In the year-end summary, Yu Minhong still worked hard to promote the Oriental Selection. In fact, since the establishment of the live broadcast room, Yu Minhong has been trying to use his influence to help the company promote the sale of goods.
From this point of view, the results of the Oriental Selection, which began broadcasting for one month, were obviously not enough to make up for the loss of New Oriental. Not only that, but the road of live streaming with goods is not easy to go.
The Eastern Selection Challenge faces four major challenges
Yu Minhong once posted on his personal social platform that the reason why he chose to live stream agricultural products with goods was because he liked agriculture, "agriculture is the foundation of people's livelihood", and doing this can also help rural revitalization.
Indeed, according to Ai Media Consulting data, 38.4% of China's netizens will learn about agricultural consumption through live streaming in 2021; 76.5% of consumers are willing to buy agricultural goods on online consumption platforms.
There is a market demand, but that doesn't mean it's easy to do.
For Oriental Selection, its live streaming with goods faces four major challenges.
First, the competition is fierce.
Yu Minhong's "old acquaintance" Luo Yonghao also changed his career to live streaming with goods, and has now become a proper head anchor in his short video platform. The development of Lao Luo live broadcast room has not only achieved 7X24 hours of broadcasting, but also opened several sub-live broadcast rooms in different vertical fields. The scope of goods covers all categories such as digital 3C, catering, and alcohol.
It should be known that the Oriental Selection is not only luo Yonghao, each platform has many head and waist anchors, and each strength is not bad.
Second, agricultural products are actually even more difficult to "bring".
Live streaming with goods is actually not a person "with a mouth can talk" in front of the camera so simple, anchors or goods companies to have a strong supply chain management, pre-sales and after-sales maintenance and other aspects of the ability.
Different from ordinary clothing, home appliances, beauty and other products, agricultural products have higher requirements for supply chain and pre-sales and after-sales management capabilities. It usually has difficulties such as after-sales difficulties, large losses, and uncontrollable product quality. Moreover, it is limited by the growth and maturity time of agricultural products, and it is also necessary to adjust the time of carrying goods for products.
These problems, summed up is a big problem, New Oriental as a new person with goods, lack of experience, I am afraid that it is difficult to avoid detours in the early stage.
Third, the outlet has passed.
Recently, with the head of the goods with the goods network red anchors Sydney, Wei Ya was punished for tax issues, marking that the live streaming industry has bid farewell to disorderly development and begun to move towards a more compliant direction.
This also means that the industry threshold has been further raised, and the cost of all aspects required to enter the industry is also higher. For New Oriental, which is eager to seek transformation, every step must be taken more seriously.
Fourth, avoid relying too much on celebrity effects to drain traffic.
Oriental Selection also faces a problem of how to get rid of the personal influence of "Yu Minhong" and develop independently.
The popularity and influence of oriental selection depends largely on Yu Minhong.
For example, on February 18, the popularity of Yu Minhong's live broadcast room far exceeded that of the oriental selection that was also broadcast live. Many netizens pay attention to the selection of Oriental through Yu Minhong, but in the long run, this is not conducive to the development of New Oriental Live Broadcasting. If Yu Minhong does not have time to take care of the live streaming business due to his work, it may affect the traffic between live broadcasts.
Yu Minhong: With the beginning, there is no way back
"It is difficult for the ship to turn around", New Oriental wants to transform, and the pain is inevitable, but if there is a danger, it must also be organic.
At present, although several head anchors of live broadcasting with goods have withdrawn, it does not mean that the industry is completely lonely. The new stage also brings new traffic to the waist anchor, which is an opportunity worth seizing for the Oriental Selection. At the same time, although the head anchors are strong competitors, they are also a learning example for New Oriental, which helps to reduce detours.