Results of New Oriental live broadcasting from January to February 2022 From New shake

The following is the Results of New Oriental live broadcasting from January to February 2022 From New shake recommended by recordtrend.com. And this article belongs to the classification: Webcast, Online shopping.

On December 28, 2021, New Oriental announced the establishment of “Oriental selection” to enter the live broadcast with goods, which is also a new path chosen by New Oriental to seek development after the implementation of the “double reduction” policy. Now, it has been more than a month and nearly two months since Yu Minhong brought the goods live for the first time. What are the results of Lao Yu and his new Oriental? Are you doing well?

The road is still long

The overall performance is average

Sales data: the sales volume is 4.54 million yuan, and the cumulative sales volume is 81400 pieces

According to the data of Xinshuo data platform, since its launch on December 28, Dongfang has selected 335 goods with goods in total; The cumulative sales volume is 4.5476 million yuan; The cumulative sales volume is 81400 pieces.

Specifically, in the two weeks since its launch on December 28, 2021, Dongfang has selected 97 goods in total; The accumulated sales volume is 1279100 yuan; The cumulative sales volume is 19200 pieces.

In the first two weeks of broadcasting, the highest daily live broadcast sales volume of Oriental selection was 2995 on January 11, with an average daily sales volume of about 2000.

From January 12 to the last live broadcast before the Spring Festival holiday on January 25, the sales volume of Oriental selection live broadcast ushered in the first wave of peak. During this period, 145 goods have been brought; The cumulative sales volume is 2.8002 million yuan; The cumulative sales volume is 32800 pieces.

Among them, in the live broadcast on January 21, Dongfang selected and sold 11000 goods, which is also the highest sales day so far; However, in the two live broadcasts on January 24 and 25, the sales volume plummeted to more than 1000 pieces.

From the first live broadcast after the festival on February 10 to February 17, Dongfang selected 159 goods in total; The cumulative sales volume is 1188400 yuan; The cumulative sales volume is 29400 pieces.

In the live broadcast on February 17, the sales volume of Oriental selection reached 9356; In addition, three of the six live broadcasts in the past eight days sold more than 5000 pieces.

As of February 17, Dongfang had sold 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 and other agricultural products.

On the whole, Dongfang’s selection of sales data is in line with the rules, and it still needs to work hard to polish it from excellence. 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 sales volume of goods with a unit price of less than 50 yuan is the highest, and the goods with a unit price of less than 300 yuan bear most of the sales data of the whole live studio. It shows that Oriental selection still tends to follow the “cost-effective” route, but this will also lead to lower customer unit price.

Fans: steady growth

Since its 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 rising.

Since its launch, Dongfang has selected 27 live broadcasts, with a total of 3.316 million viewers, a peak popularity of 15900, and an average sales of 173700 yuan.

As can be seen from the viewing person times table, the viewing person times once decreased after the Oriental selection was launched; Up to 557000 person times on January 21; However, since the Spring Festival holiday, the average number of viewers in the live broadcasting room has been more than 200000.

According to the summary of the past ten live broadcasts selected by Dongfang, the sales volume is not directly proportional to the number of viewers, and the overall performance is average. In several live broadcasts on January 25, February 10, February 13 and February 17, the number of viewers was higher than the sales; Among them, nearly 300000 people watched the live broadcast on January 25, with sales of 200000.

The number of fans is the core to support the sales volume of the live broadcasting room. At present, the fans and popularity of the live broadcasting room selected by Dongfang are still in the growth stage and need to be continuously operated and maintained.

Comparison between the first day of live broadcast and the latest live broadcast

On December 28, 2021, on the first day of Dongfang selection, 44 commodities were sold in total; Cumulative sales of 147900; The cumulative sales volume is 1946 pieces; At the same time, the sales on that day are mainly commodities with a unit price of 100 to 300 yuan.

In the live broadcast on February 17, Dongfang selected and sold 43 commodities in total; The cumulative sales volume is 302300 yuan; The cumulative sales volume is 9356 pieces. At the same time, on February 17, the sales were dominated by commodities less than 50 yuan.

In terms of the number of viewers, on December 28, Oriental selected a total of 217900 viewers; The peak number of online people per field is 6383; The average number of people online is 2593.

On February 17, a total of 263000 people watched in the Oriental selection studio; The peak number of online people per field is 3306; The average number of people online is 1306.

Comparing the data on the first day of broadcasting and the latest live broadcast, the sales volume of Dongfang selection was not high, but the unit price of the goods sold was high; In the live broadcast on February 17, the sales volume was high, but the goods were mainly less than 50 yuan.

After one or two months, Oriental selection is more inclined to sell low-cost goods.

Can New Oriental afford to wait?

If we only evaluate the “newcomer” New Oriental from the perspective of live broadcasting and goods, it is worth praising even if it is not excellent. No matter from the sales data or fan data, there is still a lot of room for growth in the Oriental selection live studio, and it is indeed moving forward steadily.

But can New Oriental afford to wait?

The reason why New Oriental does live broadcasting and delivery is that it has to find a new way out in the new environment. For such a large company, the impact of the transition period is not small.

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.

From this point of view, the results of Oriental selection, which has been broadcast for one month, are obviously not enough to make up for the losses of New Oriental. Not only that, the road of live broadcasting with goods is not easy.

Oriental selection faces four challenges

Yu Minhong once posted a document on his personal social platform, revealing that the reason why he chose to bring live agricultural products 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.

There is market demand, but that doesn’t mean it’s easy to do.

For Oriental selection, its live delivery faces four major challenges.

First, the competition is fierce.

Yu Minhong’s “old acquaintance” Luo Yonghao is also transferred to live broadcasting and has now become a proper head anchor on his short video platform. Since the development of laoluo live broadcasting room, it has not only started broadcasting in 7×24 hours, but also opened several sub live broadcasting rooms in different vertical fields. The scope of carrying goods covers digital 3C, catering, drinks and other categories.

You should know that Luo Yonghao is not the only one to face in the selection of Oriental. There are many head and waist anchors on each platform, and each has good strength.

If New Oriental wants to make achievements from the thousands of armies, there are still many roads to go and mountains to climb.

Second, agricultural products are actually worse to “bring”.

In fact, it is not so simple for a person to “have a mouth and talk” to shout in front of the camera. The anchor or delivery company should have strong abilities in supply chain management, pre-sales and after-sales maintenance.

Different from ordinary clothing, household appliances, beauty products and other products, agricultural products have higher requirements for supply chain and pre-sales and after-sales management ability. It usually has difficulties in after-sales, large loss, uncontrollable product quality and so on. Moreover, due to the growth and maturity time of agricultural products, the delivery time should be adjusted according to the products.

These problems, taken together, are big problems. New Oriental, as a newcomer with goods, lacks experience. I’m afraid it’s difficult to avoid detours in the early stage.

Third, the air outlet has passed.

Recently, with the head with goods network red anchor Sydney and Weiya punished for tax problems, it indicates that the live with goods industry has bid farewell to the disorderly development and began to move towards a more compliant direction.

This also means that the industry threshold is further raised and the cost of entering the industry is higher. For New Oriental, which is eager to seek transformation, we should take every step more seriously.

Fourth, avoid relying too much on celebrity effect.

Another problem faced by Oriental selection is how to get rid of the personal influence of “Yu Minhong” and develop independently.

The popularity and influence of Oriental selection largely depend on Yu Minhong.

For example, on February 18, Yu Minhong’s live studio was far more popular than the Oriental selection at the same time. Many netizens pay attention to the selection of Dongfang through Yu Minhong, but in the long run, it is not conducive to the development of New Oriental live broadcasting. If yu Minhong has no time to take care of the live broadcast delivery business due to his work, the flow of the live broadcast room may be affected.

Yu Minhong: there is no way back from the beginning

“It’s difficult to make a big U-turn”. If New Oriental wants to transform, the pain is inevitable, but if there is a danger, it must be organic.

At present, the exit of several head anchors with goods in the live broadcast does not mean that the industry is completely lonely. The new stage also brings new traffic to the waist anchor, which is an opportunity worth seizing for Oriental selection. At the same time, although each head anchor is a strong competitor, it is also a model for New Oriental, which helps to avoid detours.

Yu Minhong previously issued a document saying, “with a start and a goal, there is no way back, and there is a reason and motivation to move forward.” Since New Oriental has chosen the routine of live broadcasting with goods, it should strive to overcome various problems and become the new “pillar” of New Oriental.

Zisanyan Finance

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