Per editor: Sun Zhicheng, Yi Qijiang
Since the implementation of the "double reduction" policy, New Oriental's transformation road has been attracting much attention. On December 28, 2021, New Oriental announced the establishment of "Oriental Selection" to enter the live streaming with goods. According to reports, this is a new path chosen by New Oriental in pursuit of development.
However, according to the Red Star Capital Bureau, after New Oriental transformed live streaming with goods, sales in the past two months were only 4.5 million yuan.
New Oriental Live has brought 4.5 million goods in the past two months
According to Red Star News, the new jitter data platform shows that since the launch of the broadcast on December 28, the cumulative number of goods selected by Oriental has been 335, with cumulative sales of 4.5476 million yuan and cumulative sales of 81,400 pieces. Among them, on the day with the highest single-day sales, Oriental Selection sold 11,000 items.
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.
In two months, the number of live broadcasts of Oriental Reserve was 27, which is not high. The cumulative number of viewers of the live broadcast was 3.316 million, the peak popularity of a single game was 15,900, and the average sales volume was 173,700 yuan. In terms of the number of fans, since the beginning of the broadcast, the total number of fans selected by the East is 211,700, and the number of fans has increased by 154,300.
In terms of live broadcast goods, as of February 17, Oriental Selection has sold a total of 15,000 items with a unit price of less than 50 yuan; more than 3,200 products 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 are almost negligible. In addition, most of the commodities are fruits, beef and mutton and other agricultural products.
After the live broadcast of the transformation of New Oriental, it has been attracting the attention of netizens. For these two months of live broadcast performance, many netizens commented that the transformation of New Oriental is difficult: "Not everyone is Luo Yonghao", "Selling books may be more suitable for Yu Minhong", "Watching his two live broadcasts, not very interesting", some netizens said that they should give New Oriental more time to see the after-effects.
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.
When talking about Yu Minhong's performance in the live broadcast room, some netizens said that he was "carrying goods while reading poems". According to the Securities Times, after the broadcast, Yu Minhong quoted the golden sentence in Ai Qing's poem "I Love This Land": "Why do I often have tears in my eyes?" Because I love this land deeply", expressing my love for agriculture.
Although the sales are not high, the price of the single product in Yu Minhong's live broadcast room is not low. For example, 2 pounds of 1 box of Dandong 99 strawberries sold for 168 yuan. Yu Minhong said that the price of agricultural products he sells is not the lowest on the whole network, but among similar brands, it is definitely the cheapest, and he hopes to use the same price to select the best agricultural products for consumers.
Yu Minhong previously posted, "With a start, with a goal, there is no way back, there is a reason and motivation to move forward." Since New Oriental has chosen to take the routine of live streaming with goods, it should strive to overcome various problems and become the new "top pillar" of New Oriental.
Yu Minhong: I spent the quietest winter vacation
According to the Securities Times E Company, on February 16, Yu Minhong said in his personal public account, "The development of New Oriental, almost everything from scratch, is a new long march, and I and my team need to plan for long-term struggle." K9 business response to national policies all stopped, New Oriental after the quietest winter vacation since its inception. During the Spring Festival, due to the supply chain and logistics of agricultural products could not keep up, Oriental Selection also stopped live broadcasting. Now that work has begun, live streaming will slowly resume this week. ”
In addition to cross-border involvement in the live streaming industry, Qixinbao information shows that in the past 3 months, New Oriental has also invested in a number of new companies, involved in many fields.
From the perspective of business scope, the invested companies involve software development, career intermediaries, food management, Internet information services, sales of fertilizers, intelligent robot research and development, teaching models and teaching aids manufacturing and other fields.
However, although there are many cross-borders, New Oriental, which started with education, still has not completely jumped out of the education industry. "New Oriental" official WeChat public account has published an article saying that the current live broadcast of helping farmers is the direction of Yu Minhong and "Oriental Selection", but New Oriental will continue to work hard in the field of education, the article said that New Oriental is making efforts in students' general education and quality education.
Editor| Sun Zhicheng, Wang Jiaqi, Yi Qijiang
Proofreading | He Xiaotao
Daily Economic News Integrated Red Star Capital Bureau, Securities Times · e Company
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