Short selling, overprinting and stock keeping, Oriental selection actually sold 2.66 million books in Tiktok in one month

Talk about the new top stream in the book industry recently , Oriental selection is the only choice . Almost every Tiktok live broadcast breaks through 10w+ Number of viewers , Relevant topics are frequently searched , The Oriental selection account under New Oriental has broken the old live e-commerce pattern , In beauty 、 Clothing and other traditional advantage categories of e-commerce , Forge a new path , For the book industry sales continue to create good results .

There is data showing , Eastern selection actually sold in Tiktok within a month 266 Ten thousand single books . The deputy director of the children's publishing center of the electronic industry press said in an interview ,“ Short selling , I haven't waited for Dong Yuhui to officially introduce , Just put the existing （《DK Encyclopedia of the earth 》） The inventory is all sold .”

Open the traditional book e-commerce platform Dangdang , In its best seller list and new book hot list ,《 Su Dongpo's biography 》 and 《 Travel far in the years 》 At the top , Dangdang even has to remind in the recommendation language that this is the bibliography promoted by dongyuhui and other anchors selected by the East , Rub the heat . East selects this dark horse in the book industry , It can be said to activate the ups and downs of e-commerce books .

Short selling plus printing is not empty , Tiktok 618 The book TOP10, Oriental selection accounts for 8 mat

According to China publishing media business daily , Many people in the publishing industry said ： Yes “ Oriental selection ”, Inventory is empty , Emergency printing .“‘ Oriental selection ’ After the explosion , There is a great demand for the live broadcasting room , The sales volume exceeded expectations .” The relevant person in charge of new classics said in an interview with China publishing media business daily ,《 Alive 》（2022 edition ）6 month 16 Daily broadcast ,6 Ten thousand copies soon sold out . in fact , image 《 Alive 》《 Ordinary world 》《 The moon and Sixpence 》 Such bestsellers are usually in large stock , Unexpectedly, there was also a shortage . After the premiere ,《 Alive 》 The sales volume of is still growing steadily ,10 Days sold 12.1 Ten thousand volumes .

“ This live broadcast brought goods far beyond our expectations , Very unexpected .” Liu Jun, general manager of Beijing time Mandarin in charge of new media sales, also introduced in an interview with China publishing media business daily , image 《 The suffocating beauty of Tang poetry and Song poetry 》 This kind of popular books ,“ Top current ”KOL A live broadcast can be sold 5000 Set belongs to “ The sales are considerable ”, and “ Oriental selection ” On the same day, it sold more than 1 Thousands of sets of . After a period of broadcasting , The book was sold 11.5 Thousands of sets of , Inventory is empty , The purchase interface shows “ In advance sale ”. Liu Jun connects with the Department , The printing factory prints urgently , Original 10 The printing cycle of days is compressed to 6 God , And put them into storage in batches in a few days , Plus the distribution of goods from other channels ,“ Before and after 30 Thousands of sets of ”. After replenishment , This set of books is “ Oriental selection ” Get back on the shelf , Less than a week , Sold again 5 Thousands of sets of . at present , The cumulative sales of the book 17.7 Thousands of sets of .

The book mentioned by the head of Beijing Times Chinese 《 The suffocating beauty of Tang poetry and Song poetry 》, Also appeared in Tiktok e-commerce 618 In the data war report , According to the platform data ,618 Selected and sold by Dongfang during the period 《 Three volumes of Tang and Song Poetry Classics are breathlessly beautiful 》 A Book , The sales volume is nearly ten million yuan .

According to a person close to the Tiktok book industry , The official data is just the tip of the iceberg . in fact , In the past 618 Big promotion , The highest sales volume in Tiktok 10 This book , Yes 8 This is all selected and sold by orient .《 Complete works of Harry Potter in English and Chinese 》《DK Encyclopedia of natural history 》《 Three volumes of Tang and Song Poetry Classics are breathlessly beautiful 》《 Ordinary world 》 Tens of thousands of copies of each book have been sold . This information is also related to the official release of Tiktok e-commerce 618 Book sales TOP5 perfectly .

so to speak , Oriental selection is more than just earning a shout , It is also quite effective in the sales performance of book e-commerce .

Behind the popularity of Oriental selection recommendation , It is the new trend of e-commerce book sales

How popular is the recommendation letter of Oriental selection , You can see the feedback of netizens by searching in Weibo .

“ Dongyuhui said that Su Dongpo was demoted three times in his life and still can face it calmly , Aroused my curiosity and bought a book .…… Well said , I bought another one by magic , Don't stop me , I have to pay for knowledge .”“ Inadvertently learn some English, geography and history , And the most important point , Don't worry about your choice , It greatly saves the time of self screening .”

From the feelings of these ordinary consumers , In fact, we can see the advantages of Oriental selection in selling books in Tiktok .

The most intuitive point is ： People with knowledge , It can vividly and intuitively present the charm of knowledge with the help of live broadcast . The anchors who used to be teachers will “ New Oriental class ” Move into the studio , Turn the live studio into a podium , Rich knowledge structure 、 Profound cultural literacy and goods are wrapped together , Selling points have become knowledge points . For example 《 Su Dongpo's biography 》, Dongyuhui is alone in front of the camera , From Su Dongpo 44 Speaking of the experience of being demoted to Huangzhou at the age of , Talk about your growth experience , I also talked about Dongpo meat , Read aloud 《 Set the wave 》. Netizens have fallen into the knowledge atmosphere he built , same day , This book will be sold 2.4 Ten thousand volumes .

In addition to the single shelf recommended form , Short videos and live broadcasts are easier to present the texture of book content . And it's very important , The recommended bibliographies in the live e-commerce scene have been carefully selected , Oriental selection communicates and cooperates directly with the publishing house , Get the right price for a specific bibliography , So that consumers can also buy affordable .

The first book was selected and sold by Oriental “ Topic book ” Of 《DK Encyclopedia of natural history 》 For example , This book is in 2018 Introduced to Britain by science popularization press DK The original version compiled by the company is translated and published , Hardcover 624 page , pricing 458 element . You can see from the widely circulated online video , This book is a typical encyclopedia , The printing production level is high , illustrated , It is suitable for children to learn science .

According to China business news , A little red book netizen exposed 1 A screenshot of this book bought years ago , The selling price of Dangdang is 228 element , by 4.9 fold . The price of Oriental selection is 148 element , about 3.2 fold .

Now, during the non e-commerce promotion activities , The self selling price of this book in Dangdang search is 405 element , Summer vacation season is over 100-50 Concession , The actual purchase price is 205 element , It is also higher than the price of the Oriental selection studio .

The combination of Oriental selection and live e-commerce , Let e-commerce book sales show a new development ecosystem , With quality “ cargo ”, Reach consumers with real value . Whether from the name of the studio “ Selection ” The average education background of the team is bachelor degree or above , All reveal that what Oriental selection hopes to build is quality 、 High standard business transformation , It can have a far-reaching impact on consumers and the e-commerce book sales industry behind .