The bilingual live broadcast of Oriental selection is popular, and the transformation of New Oriental is beginning to take shape

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《 Digital economy panorama white paper 》 Continue to pay attention to e-commerce live broadcast .2021 year “ Double subtraction ” Policy implementation , New Oriental is facing the most severe challenge in history ,K9 Full closure of business , Have a significant adverse impact on the company's overall revenue . Break your arms to survive and develop , On 2021 year 12 month 28 Japan , New Oriental launched a new platform for live broadcast and goods delivery “ Oriental selection ”, Officially entered the field of live broadcast and delivery of agricultural products , On the same day, Mr. YuMinHong's first show of live broadcast of agricultural products had a turnover of more than 500 Ten thousand yuan , Got off to a good start .

Recently, New Oriental bilingual live broadcast has been popular , It has attracted the attention of a large number of users . This article will briefly analyze why New Oriental chose live e-commerce from the following three aspects , Why should we cut into the field of agricultural products 、 Development status and future prospect of Oriental selection .

The development of e-commerce has entered a new stage , New Oriental entered the live broadcast of e-commerce at the right time

With the changes of consumption and Technology , E-commerce continues to iterate and upgrade from simple to complex , Category continues to expand , Live broadcast e-commerce comes into being , Become one of the preferred shopping channels for consumers . In especial 5G、 Cloud computing 、CND、MR And other technologies , Low delay + High definition makes consumers' shopping experience further improved , Good interaction shortens the distance with consumers .

New Oriental's choice to enter the live broadcast e-commerce depends on the following conditions ： One is “ Double subtraction ” The policy has a huge adverse impact on extracurricular training and online education enterprises , Transformation and development become inevitable ; The second is the infrastructure of the live broadcast e-commerce industry 、 The ecological facilities are relatively complete ; The third is Z Generations of young consumers prefer live e-commerce shopping , The sense of experience is relatively good ; Fourth, the growth of user traffic is weak , The cost of acquiring customers continues to rise , However, the cost of acquiring customers for live e-commerce is low , Become a new channel for the layout of many brands . From the maturity of the business environment 、 The overall cost input of the company 、 From the perspective of resource reusability , It is relatively easy for the incoming live broadcast e-commerce to realize transformation .

The state strongly supports agricultural development , Oriental selection starts the live broadcast of helping farmers

In the field of agricultural products in China , There are many market participants , The market is still in a relatively decentralized state , Its native property yield 、 Resource utilization 、 Labor productivity is low 、 Intensive 、 Slow progress of sustainable development . Over the years “ No. 1 central document ” Agriculture related issues have been mentioned repeatedly , We will continue to increase policy support for the agricultural sector , Accelerate the development of agriculture .

stay “ Rural revitalization , Common prosperity ” In the context of the development of , Many enterprises have invested in the agricultural field , Among them, Alibaba established in the whole country 6 Big digital agricultural base ; Tencent's reassuring platform has landed in many places , The two most famous pilots are “ China's potato capital ” Dingxihe, Gansu “ The land of vegetables ” Xinxian County, Shandong Province , Realize the traceability of agricultural products ; Pinduoduo devoted himself to the research of agricultural products and food science ; Jingdong has established an agricultural supply base . Internet giants rely on massive amounts of data + Strong technical advantages , To systematize and improve the whole agricultural planting 、 production 、 machining 、 circulation 、 sales 、 After sales links , So as to improve the industrial efficiency of the whole agricultural field .

In recent years, there have been more and more calls for large-scale industrialization in China's agricultural field , Benchmarking the history of agricultural development in developed countries such as Europe and the United States , It is believed that large-scale industrialization of agriculture can solve the problem of low agricultural standardization in China 、 The problem of low market concentration . But the premise of large-scale means the need for land centralization 、 Large scale agricultural machinery and equipment , To reduce the input cost of agricultural industrialization , So as to realize the improvement of industrial efficiency . Through the development of county economy , Increasing the rate of Urbanization , Realize the centralized residence of farmers , Later land intensification 、 Large scale production and operation will be feasible . In addition, the potential pollution and governance of the ecological environment brought about by the large-scale industrialization of agriculture should also be considered , How to balance the problems between industrialization and ecological environment , More importantly , Otherwise, agricultural pollution and food safety problems will be difficult to solve at that time .

In the whole live broadcast e-commerce field , A general concentration of clothing 、 Beauty and other fields , More head anchors . However, there are few heads in the field of live broadcast of agricultural products , It is mainly the difficulty of supply chain management in the field of agricultural products , The damage rate of goods during transportation is high , It restricts the development of agricultural products in live broadcast e-commerce . Dongfang selects and determines the development of agricultural products , Considering the high certainty of policy support for agriculture , It also believes that the development potential of agricultural products is greater . Select the product categories and... Of the live studio and applet from the current East SKU In terms of quantity , Relatively few , The selection performance is more restrained , Mainly focusing on agricultural products + Books fall into two categories . We believe that in the later stage, the platform will gradually increase the selection of categories , Enhance the richness of commodities , Meet the needs of users . Because Oriental selection is in the selection of agricultural products , It may be difficult for some categories to achieve large-scale production , Highlight its characteristics , In the mode of commodity ownership , Build a brand image , To enhance the premium power of the product . From the development of the whole retail industry , There are many categories first , Comprehensive development , Further optimization , Finally, make your own products , This development path is relatively certain .

The popular science live broadcast has new ideas , The effect of the live broadcast of Oriental selection is gradually showing

2022 year 6 month 10 Japan , Dongyuhui, the anchor of Dongfang selection, suddenly burst into flames , According to the network data of several public channels , On the same day, the sales volume of the Oriental selection studio broke through at one fell swoop 1500 Ten thousand yuan , Compared with the average daily turnover in the previous period, it has been significantly improved . By 6 month 16 Japan , The total number of fans selected by Dongfang for Tiktok has exceeded 1000 ten thousand people , The market value of New Oriental online has exceeded 280 Million Hong Kong dollars , It shows that the capital market has preliminarily recognized the New Oriental live broadcast with goods , But in the long run , The sustainability of the popularity of the Oriental selection live broadcast , Stability of live broadcast revenue , After the profitability level improves and stabilizes at the same time , Then we can see whether the transformation is successful .

In recent years, live broadcast e-commerce has developed rapidly , The head anchor effect of each major platform is significant , This has affected the development of suppliers and platforms to a certain extent . Subsequently, the relevant state departments strengthened the regulation of the webcast industry , Further optimize the business environment of the webcast industry , The anchor camp of major live e-commerce platforms has changed . From liugenghong to the fire , Wangxinling phenomenon level turns red and so on , It is inevitable that the official platform of Tiktok needs to continuously launch new anchors that meet the current high public concern , Algorithm driven + Data analysis , Oriental selection is more in line with the preferences of current market users , Finally stand out .

Dongfang chooses to bring goods without pit fee and a large number of samples , The commission ratio of live broadcast delivery of agricultural products is 10%-15%, Reduce the Commission for live broadcast delivery , It is somewhat different from the common practice in the industry , The actual situation at the initial stage of business development of the existing platform , There are also long-term development considerations , Do not pit and bulk samples with low commission strategy , Help to promote the rapid development of the platform , Attract more suppliers to supply the platform , It enriches the commodity categories , And help to screen better agricultural products . But if you don't need pit fee or charge a lower commission for a long time , Both revenue and profit are affected .

From the product category structure selected by Dongfang , Food and beverage 、 Books, Audio & Video Products 、 Fresh fruits and vegetables are the top three categories , Contributed to the vast majority of sales , With the existing Tiktok platform, it mainly promotes clothing 、 There are obvious differences in beauty and other categories , More emphasis on the uniqueness of Oriental selection . But from the perspective of profit , Perhaps agricultural products contribute less to profits , Other categories bear more profit sources .

From the whole chain of live broadcast e-commerce , The anchor is the first to contact consumers , Guide consumers to place orders . But the anchor's explanation is good or bad , It will further affect the length of time consumers stay in the live broadcasting room and the strength of their purchase intention . Once the customer places an order , Enter the platform to coordinate with the manufacturer on how to deliver goods , Delivery involves the supplier's inventory management capability 、 The overall operation efficiency and after-sales service capability of the logistics service provider selected by the supplier , The Oriental selection platform needs to continuously enhance the capacity-building in this regard , Ensure that the operation and service capacity of the platform can keep up with the scale . The strength of Oriental selection lies in the higher recognition of anchor feature labels , The generated content has certain differentiation , Consumers' preference for the platform may be further improved . therefore , In the long run , It is inevitable to expand the variety of commodities , In the later stage, it may speed up the development of its own brand goods , So as to improve the competitiveness of the platform . in general , It depends on the flow , Rely on the supply chain for a long time , The core is to strengthen the improvement of product selection and supply chain management capability , To develop steadily .

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