Text丨BT Finance, author | Zhang Jinjing
Who would have thought that in the live PK of Douyin 6.18, New Oriental quietly rushed to the top 10 with a new attitude.
At 8:00 a.m. on June 10, many men and women who were still on their way to work turned on Douyin to pass the boring time and suddenly swiped to a live broadcast room called “Oriental Selection”.
Different from the previous situation where the anchor with the goods shouted “Family” hoarsely, a male anchor with a square face of poker came into view, introducing the steak and cast iron pot in fluent English.
“Hello everyone, if you have time, come and see me, the anchor with the face of terracotta warriors. Come, let’s take a look at this cast iron pot that is as ugly as me. As long as you buy a steak pot, I will give it to you. Remember, sometimes you have to carry the pot. It’s good too.”
Next, under the constant barrage of netizens, the anchor used a mixed Chinese-English teaching method to teach English courses, and recommended the steak selected by the East and this cast iron pot over and over again.
Then the live broadcast room was completely on fire.
As of 19:30 on June 10, 2022, the “Oriental Selection” live broadcast room has rushed to the 7th place on the Douyin list, and the male anchor keeps recommending 299 yuan, 12 Australian steaks and a cast iron pan. , sold nearly 8,000 copies.
This live broadcast room quickly became popular on social platforms and began to appear in the circle of friends of many white-collar workers.
On the morning of the same day, the male anchor and another female anchor introduced the prawn from Ecuador in a mixture of Chinese and English, and constantly described how long the prawn was, exceeding the bottle of essence, more than The phone is more than the palm of your hand. The key is in this process, the two anchors kept picking up a whiteboard to introduce the words in the middle that should be remembered by everyone.
In the messages on the screen, many fans have said that this live broadcast is simply a clear stream in the delivery of goods. “A lot of jokes! What a fun anchor! There are also good English words to remember.”
This live broadcast room, which almost exceeded everyone’s expectations, is actually a masterpiece of the transformation of New Oriental and Yu Minhong.
Just one day ago, Lao Yu personally released a video and proudly announced that he thanked everyone for their support, “New Oriental’s transformation work, Oriental Selection, has already had 1 million fans in less than half a year.”
People can’t help but ask, is Yu Minhong the chosen son? How can you do anything you want?
In fact, when such a question is raised, it means that no one has understood Yu Minhong.
New Oriental or offline Douyin?
New Oriental launched its own “Oriental Selection” live broadcast, which quickly became popular, which is related to New Oriental’s own characteristics and business model.
Every year, it attracts so many students to spend money to sign up for New Oriental winter and summer vacation classes. There are also important reasons why white-collar workers come to New Oriental for classes on weekends. In addition to being able to learn English reading, speaking, writing and other tips here and improve their English level, listening to the teacher talks about Dashan. Talking about jokes is the core attraction that every student has to say.
Whether it’s Luo Yonghao who “fallen” on the Hammer mobile phone and just finished the live broadcast of “really passed on”, or the poker face who was recognized today for teaching English and bringing goods, he has brought 500,000 students in 8 years and is called Dong Yuhui, a New Oriental English teacher who is known as “Zhongguancun Jay Chou”, or Li Xiaolai, who is transformed into the Godfather of Bitcoin in China, as long as the teachers who come out of New Oriental are full of jokes mixed with English to attract your attention.
This is called the core competitiveness of New Oriental Teacher.
Someone once revealed that the first level of New Oriental’s recruitment of teachers is to let the teacher talk on the podium for an hour.
What is particularly interesting is that if you look carefully, you will find that the way and method of New Oriental attracting students to pay for classes is no different from the current method of Douyin Internet celebrity attracting fans, but one online and the other online.
For example, in the past few years, New Oriental insisted on publishing several collections of teachers’ essays every year. Find a theme for each book, and each teacher writes an article to tell a story in a humorous tone. Like “108 Things I Have to Say to My Dog”, “Boiled Water, Basement and My Bicycle”, etc., were all wildly circulated in the circle of New Oriental students at that time.
In addition, the books published by New Oriental are almost half bought and half given to the students, establishing a humorous and friendly image of the teachers among the students. Even as soon as you sign up you will be given a book or two.
This is different from the current Douyin internet celebrities who are constantly showing their talents “biting a lighter”, or looking for an opportunity to sing and dance, so that you can remember him. What’s the difference?
Another example is that all teachers are required to teach a lot of jokes at the same time as they teach. It is said that half of the lectures for more than an hour are in English, and half of the jokes are also taken up. Of course, this statement is only reserved among the students, but it is possible. High reliability.
In addition, at the end of each year, New Oriental will hold an annual meeting, and teachers and students will come to the stage to tell jokes one after another. There is really nothing to talk about, and you can also complain about Yu Minhong. This is almost the deepest memory of young people in Beijing in the past few years, and it can be called the earliest offline talk show conference.
…
Everything is for fun, but in the end, it just created the image of New Oriental in the minds of students, and New Oriental, which created such an image, actually quietly planted the grass for this product of its own English class.
If there really is a time machine, the current students will travel back to the 2000s to see the style of New Oriental, and they will definitely suspect that this is the rhythm of a big Internet celebrity who is gathering customers and planting grass for his live broadcast room and preparing to bring goods.
After all, the current top Internet celebrities have to accumulate customers before they want to bring goods. The best way is to show their talents and establish their own personalities to attract the attention of fans, and then condense fans to a specific point in time by creating hot spots , so as to create conditions for the subsequent delivery of goods.
In other words, Yu Minhong is actually a person who is well versed in the theory and practical operation of live streaming, but he is more than ten years ahead of schedule.
Yu Minhong’s routine
At that time, Yu Minhong took a completely different path since he founded New Oriental with two partners, and this path is almost the same as that of the current Douyin Internet celebrity.
In fact, Yu Minhong started New Oriental with two partners from the beginning, and then recruited teachers to form the current scale. A set of norms has been formed for the corresponding image arrangements and IP creation of teachers.
First of all, although the teachers of New Oriental are different, each of them has a set of creation of his own IP. For example, there is a teacher surnamed Li, who speaks very standard American English, but the image is that the coal boss upstart comes to class with a big gold chain.
Another example is a female teacher surnamed Wang, who dresses like a housewife in her 40s, but she teaches English writing at a very high level. She said, “As a housewife, I think how to write this.”
According to students who have participated in the New Oriental English training, each teacher in New Oriental has a different IP, and there is a big gap between the IPs of each teacher, which can create an indelible impression on the students.
Secondly, Yu Minhong kept tagging the IPs of these teachers by helping them set up teaching content and how to tell jokes.
For example, Mr. Li, a nouveau riche who wears a gold necklace in class, says that three sentences are inseparable from the coal boss, and five sentences are inseparable from the Hummer. make jokes…
These jokes related to their own IP are told to students day after day, repeating and strengthening the IP of these teachers, and further establishing their image in the minds of students.
This provides a very good foundation for New Oriental’s annual enrollment, because students inquire in the circle, they can know which teacher they like, and can quickly choose the teacher’s course, thereby improving the enthusiasm of New Oriental students to sign up and pay Rate.
This is exactly the same as creating an IP positioning first with Internet celebrities bringing goods and attracting the attention of others through IP. After all, the most important thing in the so-called live broadcast is attention. How to attract the attention of fans to the live broadcast room and explode it at a fixed time has become the goal that these top Internet celebrities are desperately pursuing.
Therefore, many Internet celebrities sell miserably, tell stories, sing and dance in the live broadcast room, and even some Internet celebrities broadcast fitness classes in their own live broadcast room, the purpose is to attract the attention of fans, and then retain their attention. own customer pool.
Yu Minhong’s process of creating a teacher’s IP is exactly the same as the live broadcast preparations these internet celebrities are doing on Douyin.
More importantly, at that time, Yu Minhong also asked all teachers to tell jokes about himself and other teachers, and he could also complain about Principal Yu. On the one hand, it shortens the distance between students, school leaders and other teachers, and on the other hand, it also allows students to experience the characteristics of other teachers from one teacher’s classroom, and germinates the willingness and ideas to apply to other teachers’ courses.
This was the magic weapon for New Oriental to keep increasing the registration time of individual students at that time, but at the same time, it was almost the same as the recommendation principle of the big V Lianmai in the live broadcast room now.
Therefore, it is no exaggeration to say that the development of New Oriental is the successful history of Principal Yu’s packaging of Internet celebrity teachers.
The real transformation is the export
From this point of view, New Oriental’s complete transformation of live broadcast delivery is an understandable strategic choice, and for Yu Minhong, this transformation requires the least cost and is the most prepared.
Because in terms of English learning or talk shows, New Oriental has one of the largest offline internet celebrity groups in China. Once the “Oriental Selection” was launched, the fact that it quickly became popular tells us that such a well-tested team of net red teachers, once the lethality broke out, would actually rank among the top anchors with goods.
After all, the core of live streaming is attractiveness, and the core of transactions is attention and fans’ trust in the anchor. In the latter two points, there is no shortage of New Oriental teachers.
Therefore, the live broadcast room of New Oriental has completely created a new trend. They don’t sing or dance, they don’t call old iron, they don’t ask their family, they don’t need family, friendship, and love to impress fans. They are just simple English words and mouth cannons. But it is these teachers who have undergone long-term lecture training, with affinity and attractiveness, so that all fans can quickly remember the products recommended by the anchor and his characteristics, as well as the words marked by the anchor.
Then the deal becomes an inevitable outcome.
In fact, the success of New Oriental’s transformation has been foreshadowed by Yu Minhong’s entrepreneurship 30 years ago.
In the past, New Oriental’s Internet celebrities were on the podium, but now New Oriental’s Internet celebrities are in the live broadcast room. There is no change in logic. In the past, the Internet celebrity babbled to attract everyone to learn English, but the current Internet celebrity babbled to attract people to buy things.
So Yu Minhong is still Yu Minhong, New Oriental is still New Oriental, but the export of realization has changed.
It can be expected that “Oriental Selection” will be highly recommended by Douyin officials quickly, because there are no vulgar anchors here, only the atmosphere of learning English and the humorous teachers.
With the blessing of traffic and celebrity effect, and Yu Minhong’s own huge circle of friends allows him to get good products, the future of “Oriental Selection” is a predictable fact. The latest news shows that due to the live broadcast, New Oriental’s stock price has soared by 40%.
Just now, various platforms have started to clean up vulgar anchors. Whether it is Douyin, Kuaishou, Taobao, JD.com, or Pinduoduo, the platforms urgently need new idols and big brothers who bring goods to their heads, and thus form a new order for live broadcasts to bring goods on the platform. .
From this point of view, the emergence and popularity of “Oriental Selection” is an accidental necessity.
For the veteran students who have been worried about the future of New Oriental, we have never understood Yu Minhong.
Maybe, he was there and never left.
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event tracking
- 2022-06-10New Oriental’s bilingual live broadcast brings goods, the company’s stock price soars by nearly 40%
- 2022-06-08 Yu Minhong began to form the “New Oriental Live Studio” team to promote educational products
- 2022-05-25New Oriental releases OK smart teaching big screen, aiming at education informatization business
- 2022-05-04Yu Minhong: New Oriental’s business is affected by the epidemic, but there is still money to expand new business and future possibilities
- 2022-04-26New Oriental: Net revenue in the third quarter of fiscal year 2022 was US$614.1 million, down 48.4% year-on-year
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