Lose powder, break the change? The sales of "Oriental Selection to See the World" plummeted, and only more than 5,000 pieces were sold in a year

Jiupai Finance

2024-05-09 10:18Posted on the official account of Hubei Jiupai Finance

Recently, Oriental Selection's affiliated company Oriental Preferred obtained a travel agency business license, and then it was announced that it was fined 13,000 yuan for operating without a license, which once again aroused the attention of the outside world to its cultural tourism business.

On April 26, the headquarters of New Oriental Cultural Tourism Group was completed in Haidian District, Beijing; Yu Minhong announced that in the future, the cultural tourism sector will be listed separately, becoming the third listed company under the New Oriental Group.

Jiupai financial reporters noticed that the live broadcast room of "Oriental Selection to See the World" was interrupted for a while, and sales fell to one-tenth of the same period last year. In the nearly year since "New Oriental Cultural Tourism" announced its restart, its Douyin store has only sold more than 5,000 travel products.

It can be seen that in the face of supply chain construction, high customer unit price and customer acquisition problems, Yu Minhong's "cultural tourism dream" is not easy to realize.

01 Oriental selection "to see the world" was cold

Since 2022, Oriental Selection has cooperated with various provinces to launch "live broadcasts on location", and many special events have brought more than 100 million yuan, driving the hot sales of local agricultural products, scenic spot tickets and other cultural and tourism products.

At the beginning of 2023, when the "Oriental Selection to See the World" account was just launched, the sales volume once exceeded the other four matrix numbers; The average daily sales of the broadcast in January reached 12 million yuan, and Dong Yuhui brought more than 50 million yuan in two days when he participated in the live broadcast.

However, a year has passed, and the traffic of the "See the World" account has been deserted a lot. Gray Dolphin data shows that in the past 30 days, Dongfang Selection has launched a total of 13 broadcasts, but lost 21,000 fans, and the average number of viewers in the live broadcast in the past 90 days is only hundreds of thousands, and the "recommended traffic" accounted for 48.5%, which is higher than the industry average.

(Source: Gray Dolphin Data)

Not only that, after the establishment of the "Walking with Hui" account, the live broadcast room of Kan World was "interrupted" for a while: it was almost stopped in February and March, and only 3 days in the past 90 days were opened for live broadcasts with goods.

The lack of traffic has also led to a sharp decline in sales. Daduoduo data shows that the sales of Dongfang Selection to see the world in the past 30 days are only about 1 million yuan. On April 1, the live broadcast of the Fujian field participated by Yu Minhong only had a single-day sales of 2.5 million to 5 million.

It is worth noting that the third-party data platform shows that whether it is "Walking with Hui" with sales of more than 500 million yuan in the past 30 days, "Oriental Selection" with sales of more than 200 million yuan, or "Oriental Selection to See the World" live broadcast room, the best-selling items are all kinds of agricultural products and daily necessities, and there are no travel-related products.

In contrast, in the past 30 days, the sales of "Oriental Selection of Beautiful Life" exceeded 100 million, and the sales of "Oriental Selection Books" also exceeded 8 million yuan.

In this regard, tourism e-commerce industry insiders once told Jiupai financial reporters that the unit price of tourism products is high, which is different from ordinary commodities, and it is difficult to have explosive sales through live broadcast in the studio, while outdoor broadcast is more dependent on head anchors or large-scale activities, and the cost is higher.

In addition, the tourism and vacation area in the Oriental Selection APP currently has a cumulative sales volume of about several thousand pieces, almost all of which are supplied by third-party travel agencies. Among them, the highest sales volume of 500 yuan Hangzhou 4-day tour, a total of 485 pieces were sold; The 6-day tour of Yunnan for 2499 yuan sold a total of 327 pieces.

02 New Oriental Cultural Tourism's "Listing Dream"

In addition to the Oriental Selection, there was no Yu Minhong and Dong Yuhui on the scene, and the high-end positioning of the "New Oriental Cultural Tourism" live broadcast room did not attract public attention.

Previously, in July 2023, New Oriental officially announced in a high-profile manner that it would start a business in the field of cultural tourism again after the selection of Dongfang, providing high-quality cultural tourism services with a sense of knowledge to middle-aged and elderly people. In the same month, New Oriental Group established Beijing New Oriental Cultural Tourism Co., Ltd. with a registered capital of 1 billion yuan and 64 subsidiaries in more than 10 provinces across the country.

At present, the Douyin account of "New Oriental Cultural Tourism" has only 691,000 fans, and the average number of viewers of the live broadcast in the past 30 days is only 55,000.

Its small store has sold more than 5,000 products in the past year, relying on the advantages of New Oriental teaching brand, among which the highest-selling products are still summer Beijing, Ivy League and other youth study tour products. The operator of the shop, Beijing New Oriental Wokade International Education Travel Co., Ltd., is also a subsidiary of New Oriental established in 2012.

A number of high-end cultural tourism products of about 1-30,000 yuan have cumulative sales of only single digits. It can be seen that it is still a challenge to develop middle-aged and elderly high-end tourism customers online.

In 2023, the annual revenue of New Oriental Cultural Tourism will reach 330 million yuan. However, the financial reports of New Oriental Group and Oriental Selection did not mention the specific revenue of the cultural tourism business, and the financial report mentioned that the business is still in the preliminary planning pilot stage.

In addition, New Oriental's road to self-built supply chain in the cultural tourism track is still "long". An executive of an online travel platform company once said that New Oriental's teacher resource advantage lies in cultivating tour guides and commentators, but building a tourism supply chain requires cooperation with hotels, scenic spots, airlines, and car rental companies.

Jiupai financial reporter Xia Wenqi

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