New Oriental Online soars 100%

Image source: Graphworm

Reporter｜Wu Yangyu

After transforming into live broadcast and bringing goods, New Oriental ushered in a “return”.

On June 13, the Hong Kong stock market of New Oriental rose by about 15% during the session, at HK$14.7 per share. Since entering June, New Oriental has risen for several consecutive days, with a cumulative increase of more than 180%.

Behind the sharp rise in the stock price is the emergence of “New Oriental Live Streaming and Bringing Goods”.

In 2021, New Oriental, which is facing transformation difficulties in the industry’s predicament, established the “Oriental Selection” Douyin official account under the leadership of Yu Minhong, and tried live broadcasts of agricultural products, but it has not achieved much outstanding performance.

Last week, Yu Minhong set up the “New Oriental Live Room” again, and the former teachers and other staff of New Oriental will bring educational products and education-related products, including books, intelligent software and hardware equipment, and learning-related cultural and educational supplies.

The reason why New Oriental only set off a boom half a year after entering the live broadcast circle is because this time it chose to crown the live broadcast with New Oriental’s bilingual teaching and its unique teaching style.

Dong Yuhui, the anchor from the “Oriental Selection” live broadcast room, was the first to arouse heated discussions on social platforms. Dong Yuhui used to be an English teacher at New Oriental and claimed to have taught 500,000 students in 8 years. He not only introduced the products in the live broadcast room, but also explained the characteristics of the products in English. Many moments will make people dream of returning to the New Oriental classroom.

Not only that, Dong Yuhui will also show the erudite side of New Oriental teachers, interspersed with the knowledge of history, philosophy, language, biology, geography and other disciplines in the process of live broadcast delivery, a live broadcast delivery is more like a talk show. In addition to Dong Yuhui, other anchors in the live broadcast room will also recommend products in a similar way.

So far, “Bilingual delivery of goods” has become the most attractive label of New Oriental’s live broadcast room.

The popularity of Xindong-style live streaming reflects the demand of some users for “live streaming with more content”. Correspondingly, this may also raise the threshold for subsequent live streaming, especially for educational products.

In fact, after the emergence of the form of live streaming, it has been criticized a lot, and it is considered to be nothing more than the recovery of “TV shopping” in the new media era. But it actually has a more complex industrial chain behind it. For most users, it has a unique consumption value, and for some businesses, it also has its own communication significance.

On the one hand, New Oriental’s influence on live broadcast delivery is to open up a blank market. In this market, live broadcast delivery is not a mere “selling” and “dealing”, but it can integrate content and business more closely, and This attracts the audience.

On the other hand, similar live broadcasts will also attract users who were not the audience of live broadcasts for the platform. From this point of view, this may be a brand new means of pulling new. And if the data can prove that this logic is true, the major platforms may invest in various forces to “arm” their live broadcast rooms to make them more connotative and worth watching.

Not only bringing goods, but also the enrichment of live broadcast connotation is indeed a major trend recently, and the emergence of Liu Genghong is one of the evidences. Since Liu Genghong’s fitness live broadcast exploded, the number of Douyin fans has reached 71.568 million, becoming the “top stream” in the absolute sense of Douyin.

However, after the live broadcast has more connotation, the platform will also face a possibility, that is, if more audiences only pay attention to its content without consuming it, will the conversion rate of the live broadcast room be affected. In business, is this abacus sound?