Since the implementation of the "double reduction" policy last year, the transformation of New Oriental has attracted much attention.
on December 28, 2021, New Oriental announced the establishment of "Oriental selection" to enter the live broadcast and bring goods. A few days ago, data showed that in the 26 live broadcasts in the past two months, the cumulative sales of Oriental selection was 4.5476 million yuan. Many netizens commented that "although it's not too much, there must be some time for transformation."
26 live broadcasts with sales of 4.54 million yuan
according to the data of Xinshuo data platform, since its launch on December 28, Dongfang has selected 335 goods with cumulative sales of 4.5476 million yuan and 81400 pieces. Among them, on the day with the highest single day sales, Dongfang selected and sold 11000 goods.
In terms of live broadcast goods, as of February 17, Dongfang selected 15000 goods with a unit price of less than 50 yuan; More than 3200 pieces of goods with a unit price of 50 to 100 yuan; More than 1500 pieces of goods with a unit price of 100 to 300 yuan; The sales volume of goods with a price of more than 300 yuan is almost negligible. In addition, most commodities are fruits, beef and mutton, etc. Shenzhen Agricultural Products Group Co.Ltd(000061) .
On the whole, the sales data selected by Dongfang is in line. Although the relevant data showed a gradual increasing trend after the launch, it also ushered in several high sales; However, after more than a month of broadcasting, the overall sales data is not stable, high and low, and the number of live broadcasts is 26, which is not high. The total number of live viewers was 3.316 million, the peak popularity of a single game was 15900, and the average sales was 173700 yuan.
In terms of the number of fans, since the launch, the total number of fans selected by Dongfang has been 211700, with an increase of 154300 fans, an increase of 0.73%. The overall growth trend is stable. In the past week, Oriental selection has significantly increased the video capacity. At present, fans are still in the rising period and need to be continuously operated and maintained.
How did Yu Minhong perform in the studio? Some netizens described "live broadcast like class".
different from the noisy atmosphere of some live broadcasting rooms with goods, Yu Minhong's live broadcasting room can be called a "live broadcasting room of cultural people".
After the broadcast, Yu Minhong quoted the golden sentence "why do my eyes often contain tears? Because I love this land deeply" in Ai Qing's poem "I love this land" to express his love for agriculture.
At every Shenzhen Agricultural Products Group Co.Ltd(000061) sales link, Yu Minhong always takes out a map of the origin of products and introduces the local history, culture and geographical environment to his fans one by one in combination with his own experience.
In addition, the product unit price of Yu Minhong's live broadcasting room is generally not low.
The original price of a box of 15 flat stone apples is 168 yuan, and the price of Yu Minhong's live studio is 128 yuan; Chenopodium in Sunan, Gansu Province, the original price is 299 yuan a box, and Yu Minhong sells 199 yuan a box in the live studio; The price of 8 kg of high calcium rice with floral fragrance in Yu Minhong's direct seeding room is 268 yuan; A box of Dandong 99 strawberries weighing 2 kg also sold for 168 yuan
"why do we call our Shenzhen Agricultural Products Group Co.Ltd(000061) delivery platform 'Oriental Zhenpin', not 'Oriental bargain'? Because we all choose healthy, pesticide-free and pollution-free products. Consumers can not only eat by themselves, but also give them to others as gifts." Yu Minhong said that the price of Shenzhen Agricultural Products Group Co.Ltd(000061) he sells is not the lowest in the whole network, but it must be the cheapest among similar brands. He hopes to choose the best Shenzhen Agricultural Products Group Co.Ltd(000061) for consumers at the same price.
Although Shenzhen Agricultural Products Group Co.Ltd(000061) of Yu Minhong's live broadcast was "too expensive" by many consumers, the overall sales volume was not high. In the first live broadcast, Yu Minhong sighed: "the sales of other people's live broadcast can easily exceed 100 million. We only sell 5 million. It seems that the unit price of Shenzhen Agricultural Products Group Co.Ltd(000061) is too low."
In this regard, some microblog netizens commented that "the transformation is not as good as Lao Luo", "calculating the time and personnel cost is a completely meaningless attempt", and some netizens encouraged "although it's not too much, it's always necessary to give others time for transformation".
New Oriental teacher transformation anchor
Since the release of the "double reduction" policy, we have stepped up the "double reduction" in the field of education.
In November 7th, Yu Minhong opened the first live broadcast in the tiktok. He said: "the New Oriental plan to set up a large-scale agricultural platform will be held with the teachers of New Oriental to help farmers live." For a time, the voice of New Oriental's transformation live broadcast with goods spread everywhere, and New Oriental, who chose a new track, became the focus of public opinion.
Yu Minhong said in his first live broadcast that he will lead hundreds of New Oriental teachers to the tiktok platform. The 100 teachers recruited, set up selection criteria, screened, five online training, and finally reached the anchor's contract through internal recruitment. On December 7, New Oriental investment established a company called "Oriental selection (Beijing) Technology Co., Ltd." and the legal representative of the company is sun Dongxu, CEO of New Oriental online. In December 28th, New Oriental announced the "Oriental selection" through the official account, which is a new platform for New Oriental Broadcasting with goods.
Yu Minhong once posted a document on his personal social platform and revealed that the reason why he chose Shenzhen Agricultural Products Group Co.Ltd(000061) live broadcast to bring goods is because he likes agriculture. "Agriculture is the foundation of people's livelihood". Doing this can also help rural revitalization.
Indeed, according to AI media consulting data, in 2021, 38.4% of China's Internet users learned about agricultural consumption through live delivery; 76.5% of consumers said they were willing to buy agricultural products on online consumption platforms.
Yu Minhong previously admitted in the mid year summary of New Oriental that in 2021, New Oriental encountered too many changes. Affected by policies and epidemic situations, many businesses of the company are in uncertainty.
Yu Minhong said that the market value of New Oriental has fallen by 90%, the revenue has decreased by 80%, 60000 employees have been dismissed, and the cash expenses such as tuition, employee dismissal n + 1 and teaching point rent withdrawal are nearly 20 billion yuan.
And New Oriental completely stopped K9 training, which is true to break the arm for the strong man; At the same time, we should increase investment in the college student market and overseas Chinese market.
Under such pressure, it is obvious that Oriental selection bears a heavy burden, and Yu Minhong naturally has high hopes for it. In the year-end summary, Yu Minhong still worked hard to publicize the Oriental selection. In fact, since the establishment of the live studio, Yu Minhong has been trying to use his influence to help the company promote sales.
In February 16th, after the Spring Festival this year, Yu Minhong published an essay through Lao Yu's personal official account. He talked about the current situation of New Oriental and the current situation of new live broadcasting business.
Yu Minhong said that this year's winter vacation, K9 business stopped responding to national policies, and New Oriental had the quietest winter vacation since its establishment. During the Spring Festival, because the supply chain and logistics of Shenzhen Agricultural Products Group Co.Ltd(000061) couldn't keep up, Oriental selection also stopped broadcasting. Now it's started. The live broadcast will slowly resume this week.
In addition to cross-border involvement in the live broadcasting and cargo industry, enterprise investigation information shows that in the last three months, New Oriental has successively invested and established a number of new companies, covering a number of fields.
From the perspective of business scope, the invested companies involve many fields, such as software development, career intermediary, food management, Internet information service, sales of chemical fertilizer, intelligent Siasun Robot&Automation Co.Ltd(300024) R & D, teaching model and teaching aids manufacturing.
however, although there are many cross-border industries, New Oriental, which started with education, has not completely jumped out of the education industry. Reporters noted that the official account of the New Oriental WeChat public has published an article saying that the current direction of agriculture is the direction of Yu Minhong and the "Oriental selection". But New Oriental will continue to work hard in the field of education.
