To everyone’s surprise, the once education giant became a key word in the latest news because of its booming sales on Tik Tok live-streaming platform under the Name of “Dang Fang Zhen Xuan”, meaning the “Oriental Selection”which sells agricultural merchandises.
Taking six month be become an hot topic, New Oriental’s success is completely reasonable. Why?
The answer is "Bilingual Shopping" ! Yes, introducing merchandises in Chinese and English. Audience comes to the live studio to take English and literature classes while they are shopping.
Different from other live broadcasting rooms with goods, the anchors of "Oriental selection" always introduce products in a gentle voice. There is no fierce music and inducement to place an order. Only "ideal consumption" and "rich and thrifty by people".
New Oriental’s traditional advantage as an educational giant is English education. Its star teachers are famous of giving excellent teaching session on English, with humorous and intelligent stories to help student learn and focus. In the live-streaming shows, the anchors that used to be star English teachers naturally use bilingual speech to interact with fans and introducing products. In addition to that, the anchors also talked about Shakespeare, Hegel and quotes from the <Brief History of mankind> and <Guns, Germs and Steel>.
At the same time, Oriental Selection also released a number of short videos on the Tiktok account to guide the live broadcast, and strengthened people’s recognition of the bilingual live broadcast.
Along with the "bilingual shopping" came a group of former New Oriental teachers, who are now the anchors of Oriental selection. Dong Yuhui, the former senior-high English teacher attracts most fans, was ridiculed as "the Terra Cotta Warriors on the run" and "Jay Chou of Zhong Guan Cun".
An audience commented, "although he is an English teacher, he always has the visual sense of a Mandarin teacher." During the live broadcast, Dong Yuhui always speaks eloquently, stirring the audience's heartstrings with words with a slight "literary youth" temperament. Even if he introduced a corn cob, he could also bring the audience back to their carefree childhood, the chirping of insects and birds, the summer when they didn't have to do their homework after school, and the starry night when the breeze was blowing.
He often says: "thank you for meeting you in the summer of 2022, so you are here." He also prefers to talk with the audience about Nietzsche, Lu Yao and Zhang Ailing's thoughts and works, and about history and philosophy of life.
Since the “Double Reduction” policy implementation on September 2021, which almost banned after-school torturing class of school taught subjects, forced many education companies to reconsider their business scope and actively search new areas to survive following a massive downsizing of closing training centers and laying off staffs.
Other than selling online training sessions as an extension to traditional practice, New Oriental opened the shop on Tik Tok, live-streaming to sell high-end agricultural products, which came out as a surprise and did not gain much attention at the beginning. In the first few month of oriental selection, daily sales generally stay within 300,000 yuan, and one single live broadcast sales amount in some days is even less than 100,000 yuan.
The change began in mid April this year. On April 12 and 13, the sales of "Oriental selection" live streaming exceeded one million yuan for two consecutive days. On June 10, the sales volume exceeded 15million yuan at one stroke. Yu Minhong just announced that the live room exceeded 1 million fans. As of June 14, before the press release, the number of fans reached 4.86 million, and the one-day live broadcasting sales ranked among the top 10 in Tik tok. What a steep growing!
The message here is, even seemingly irrelevant industries are actively engaging in social media sales channels to look for break through with selling products. Simply the cake is too big to be ignored, the traffic is too intense to be overlooked. As anchors and shops differentiate their niche, position themselves in sub-markets, brands and products can have more options to negotiate the commission cut ratio and the buy-in cost. Rather than chasing top anchors, there are still many with good potential, much lower cost and promising future one can chose to cooperate with.
Taking six month be become an hot topic, New Oriental’s success is completely reasonable. Why?
The answer is "Bilingual Shopping" ! Yes, introducing merchandises in Chinese and English. Audience comes to the live studio to take English and literature classes while they are shopping.
Different from other live broadcasting rooms with goods, the anchors of "Oriental selection" always introduce products in a gentle voice. There is no fierce music and inducement to place an order. Only "ideal consumption" and "rich and thrifty by people".
New Oriental’s traditional advantage as an educational giant is English education. Its star teachers are famous of giving excellent teaching session on English, with humorous and intelligent stories to help student learn and focus. In the live-streaming shows, the anchors that used to be star English teachers naturally use bilingual speech to interact with fans and introducing products. In addition to that, the anchors also talked about Shakespeare, Hegel and quotes from the <Brief History of mankind> and <Guns, Germs and Steel>.
At the same time, Oriental Selection also released a number of short videos on the Tiktok account to guide the live broadcast, and strengthened people’s recognition of the bilingual live broadcast.
Along with the "bilingual shopping" came a group of former New Oriental teachers, who are now the anchors of Oriental selection. Dong Yuhui, the former senior-high English teacher attracts most fans, was ridiculed as "the Terra Cotta Warriors on the run" and "Jay Chou of Zhong Guan Cun".
An audience commented, "although he is an English teacher, he always has the visual sense of a Mandarin teacher." During the live broadcast, Dong Yuhui always speaks eloquently, stirring the audience's heartstrings with words with a slight "literary youth" temperament. Even if he introduced a corn cob, he could also bring the audience back to their carefree childhood, the chirping of insects and birds, the summer when they didn't have to do their homework after school, and the starry night when the breeze was blowing.
He often says: "thank you for meeting you in the summer of 2022, so you are here." He also prefers to talk with the audience about Nietzsche, Lu Yao and Zhang Ailing's thoughts and works, and about history and philosophy of life.
Since the “Double Reduction” policy implementation on September 2021, which almost banned after-school torturing class of school taught subjects, forced many education companies to reconsider their business scope and actively search new areas to survive following a massive downsizing of closing training centers and laying off staffs.
Other than selling online training sessions as an extension to traditional practice, New Oriental opened the shop on Tik Tok, live-streaming to sell high-end agricultural products, which came out as a surprise and did not gain much attention at the beginning. In the first few month of oriental selection, daily sales generally stay within 300,000 yuan, and one single live broadcast sales amount in some days is even less than 100,000 yuan.
The change began in mid April this year. On April 12 and 13, the sales of "Oriental selection" live streaming exceeded one million yuan for two consecutive days. On June 10, the sales volume exceeded 15million yuan at one stroke. Yu Minhong just announced that the live room exceeded 1 million fans. As of June 14, before the press release, the number of fans reached 4.86 million, and the one-day live broadcasting sales ranked among the top 10 in Tik tok. What a steep growing!
The message here is, even seemingly irrelevant industries are actively engaging in social media sales channels to look for break through with selling products. Simply the cake is too big to be ignored, the traffic is too intense to be overlooked. As anchors and shops differentiate their niche, position themselves in sub-markets, brands and products can have more options to negotiate the commission cut ratio and the buy-in cost. Rather than chasing top anchors, there are still many with good potential, much lower cost and promising future one can chose to cooperate with.
