“The apples we brought today are from the Taihang Mountain in Fuping. They are very sweet!” Yu Minhong, founder of New Oriental, put an apple in his hand into his mouth and enthusiastically responded to netizens’ comments. The live broadcast only started for 10 minutes, and more than 20000 people poured into the live studio. Special purchases for the Spring Festival in tiktok opened the new live agriculture campaign in New Oriental in the evening of December 28th. There were 25 kinds of Shenzhen Agricultural Products Group Co.Ltd(000061) on the live room, including rice flour, grain and oil, fresh fruits, and gift boxes. This also meant that the New Oriental transformation took the first step in the process of carrying the goods in the new era. Yu Minhong was also a company that had been in the process of broadcasting the New Oriental products.
100 New Oriental teachers will be transformed into anchor
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.” 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.
Generally speaking, quality education, adult vocational education, intelligent education hardware and other directions are hot tracks for the transformation of educational institutions. Why does New Oriental choose to do live broadcasting and bring goods? New Oriental said that as early as a few years ago, Yu Minhong talked with farmers on a business trip and came up with the idea of building a platform to help them sell Shenzhen Agricultural Products Group Co.Ltd(000061) to other places. In 2020, Yu Minhong had made live broadcasts to help farmers in Gansu, Guizhou and other places.
educational institutions seek “multi line layout”
In fact, live delivery is only one of the business lines transformed by New Oriental. In addition to live delivery, New Oriental said: “education is always our original intention. New Oriental will continue to work hard in the field of education. At present, there are still educational services such as CET-4 and CET-6, postgraduate entrance examination, language abroad (English, small languages), study abroad consultation, international study tour, Chinese research and camp education. In addition, we are also trying to make efforts in students’ general education and quality education.”
In addition, New Oriental has also made moves in the field of educational hardware. On December 10, New Oriental online launched “New Oriental online dictionary pen T1” jointly with tmall elf. This dictionary pen is also the first work of cooperation between the two sides and has been sold in the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) channel.
Not only New Oriental, tal, ape counseling, Netease Youdao and other head education institutions have adopted the way of “walking on multiple legs” for multi line layout. Quality education, adult vocational education, intelligent education hardware and other directions have become the most popular track.
At the quality education track, ape tutor launched the steam science education product “pumpkin science”; Tal launched the literacy center; Homework Gang takes Xiaolu as the brand image of quality education and launches a series of literacy courses such as programming, art and learning ability; Love learning and Doushen(Beijing) Education&Technology Inc(300010) launched new quality education brands “Fanxing” and “bean God aesthetic education” respectively.
In the direction of adult education, tal integrates the adult education brand “light boat”, covering three businesses: postgraduate entrance examination, language training and studying abroad. Netease Youdao established “adult education division”; Homework help launched the “extraordinary classroom” and added four courses: Adult English, teachers, accounting and public examination; Gaotu renamed its adult education as “gaotu online” and announced that its adult education sector has become a new growth engine.
Educational institutions also scrambled to launch intelligent education hardware products this year, such as Doushen(Beijing) Education&Technology Inc(300010) starting from the Chinese learning scene and publishing doushen · Chinese version. Zebra under ape guidance launched zebra logical thinking learning machine and zebra AI finger reader successively in July and August this year. In mid September, ape oral arithmetic launched ape intelligence exercise book A1.
the new education and training industry ecology is being reconstructed
Under the new policy of “double reduction”, the original pattern of education and training industry has been broken, and the new industry ecology is being reconstructed. According to the latest data of the Ministry of education, offline after-school training institutions have been reduced by 83.8%, and online after-school training institutions have been reduced by 84.1%. Some of the remaining discipline training institutions have been turned into non-profit institutions to implement government guided prices and provide public welfare services; Those unsuitable for “business to non business” will be further cancelled.
Xiong Bingqi, President of the 21st Century Education Research Institute, said in an interview with reporters that if off campus training institutions choose to continue training, they need to change from the previous profit seeking mentality to the public welfare mentality. From capitalization to de capitalization; From doing business to pure education, the transformation faced by training institutions is not business transformation, but thinking transformation. Xiong Bingqi said: “if you want to continue to do big business and make big money, you’d better quit the training field, because it’s difficult to achieve the goal of making money by transforming to non-disciplinary quality education; if you want to do education and public welfare, there is still room for non-disciplinary and disciplinary training in the field of education.”
Xiong Bingqi said that Shenzhen Agricultural Products Group Co.Ltd(000061) live delivery is an area without any policy risk, and can give play to the advantages of team members and apply the speech ability of previous live classes to the promotion of live delivery, “The success of New Oriental’s transformation and live broadcasting needs further observation, but it is undeniable that this is also one of the choices of educational and training institutions.” Xiong Bingqi said.
(Beijing Evening News)
