New Oriental’s “recall” teacher to be an anchor has attracted heated discussions, former employees: not everyone can become Dong Yuhui

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Reporter / Qiang Asia Milling

Editor-in-charge/Editor by Deng Yanguang/Pan Li

“When New Oriental is good, I will bring them back. I still miss them.”

A few months ago, Dong Yuhui, the anchor of Dongfang Selection, burst into tears in the live broadcast room when he said this. Now, New Oriental has really started to “recall” teachers.

Recently, a number of former New Oriental employees said that they received job invitations from the “old club” New Oriental. New Oriental has opened up positions including anchors and sales operations managers to old employees, and named it the “Homecoming Plan”.

For a time, the news that New Oriental “recalled” the teacher caused a heated discussion. Many netizens praised New Oriental’s move, saying that New Oriental is a conscientious company, but there are also voices that New Oriental has marketing implications.

On August 22, a former New Oriental employee told the Red Star Capital Bureau that New Oriental’s move shows that it is a company with feelings, but it is not interested in the currently open positions, and not every teacher can be as suitable as Dong Yuhui. anchor. Another former employee asked back: “Can the live broadcast room hold so many teachers?”

“Recalling” teachers has attracted heated discussions, and two of the four open positions are related to live broadcasts

On August 19, a number of former New Oriental employees said on Weibo, Xiaohongshu and other social platforms that they received job invitations from New Oriental, including words such as “Long time no see, I miss them very much, welcome home”.

The Red Star Capital Bureau learned from a former New Oriental employee that the positions open in this job invitation include anchors, high school full-time project directors, sales operations managers and brand public relations, all working in Beijing. New Oriental also stated at the end of the recruitment page that more positions will be opened in the future.

It can be seen from the WeChat applet of “New Oriental Alumni Classroom” that New Oriental named this job recruitment “Homecoming Plan”.

For a time, the news that New Oriental “recalled” the teacher caused a heated discussion. On August 20, the topic of “New Oriental sends job invitations to all teachers who have left” appeared on Weibo’s hot search.

Among the many discussions, many netizens praised New Oriental’s move, saying that New Oriental is a conscientious company: “I admire Yu Minhong and the management of New Oriental very much for being able to properly handle student refunds and employee severance compensation. We will actively transform and break new ground. Companies with a conscience and a sense of justice will surely usher in a second opportunity for development.”

Some netizens linked the job invitation with Dong Yuhui’s above remarks, praising New Oriental for “doing what it says”.

But there are also voices that New Oriental has marketing implications. The Red Star Capital Bureau noticed that some netizens questioned the position recruited by New Oriental. “Let the teacher go back to being a sales host and become an anchor. Does any company in the live broadcast industry recruit both of these two positions?” “Is this all about transferring to anchor and sales?”

It can be seen from the recruitment page of the Red Star Capital Bureau that the anchor position is given the top priority in New Oriental’s recruitment, and the description of the brand public relations position is also closely related to “live broadcast”. In June this year, New Oriental’s “Oriental Selection” live broadcast room exploded overnight. After the video of “Bilingual Bringing Goods” broke the circle, Oriental Selection released recruitment information on the recruitment website, and it was revealed that a monthly salary of 50,000 was recruited for bilingual anchors.

According to market analysis, New Oriental has a large demand for talents in live broadcast, so more of the positions open to old employees this time are around live broadcast positions.

On August 22, the relevant person in charge of New Oriental Online responded to the Red Star Capital Bureau that the anchor position recruited this time is not only the New Oriental live broadcast room, but also the Oriental selection live broadcast room.

Former employee: Not suitable for the anchor position, not all teachers can be as successful as Dong Yuhui

Whether it is to “receive” the teacher for the sake of feelings, or to recruit anchors for the Dongfang Selection Live Room, it is temporarily inconclusive. But former New Oriental employees who received job offers had different ideas.

Jiang Le’an (pseudonym) was on her way to work when she received a text message from New Oriental. This was the first time she received a text message from her old employer after she left New Oriental for more than 7 months. When she saw the words “Long time no see, I miss you so much, welcome home”, she was a little touched.

“It’s the first time I’ve encountered a company doing this, and I feel very warm.” On August 22, Jiang Le’an told the Red Star Capital Bureau.

After the double reduction policy was implemented, Jiang Le’an, who had been an English teacher in a campus of New Oriental for 2 years in Chengdu, was laid off by New Oriental in January 2022, and now he is engaged in work that has nothing to do with education and training. In her opinion, the issuance of job invitations this time shows that New Oriental is a company with feelings. “If there is a suitable opportunity in the future, I will still consider returning to New Oriental.” Jiang Le’an said.

But Jiang Le’an is not interested in the currently open positions. She believes that not every teacher can be as suitable as an anchor like Dong Yuhui. The requirements for standing on the podium and appearing in front of the camera are different. Although Teacher Dong can be successful, it does not mean that other teachers can be successful.

Another former New Oriental employee, Liu Sisi (pseudonym), has the same idea. She told the Red Star Capital Bureau that this job invitation gave New Oriental extra points in her heart, but there was no suitable position. And she has been working in New Oriental Hubei campus before, and now the positions are all located in Beijing. For teachers of New Oriental’s provincial campuses, the cost of going to Beijing to work is too high, and it is not practical.

“Can the live broadcast room hold so many teachers?” Wang Tao (pseudonym), a former employee of New Oriental Chengdu Campus, said to the Red Star Capital Bureau. Wang Tao recalled that when he left New Oriental, he had the opportunity to transition to quality education courses, but the “class size” of quality education could not be guaranteed, and his income would also decline. After much consideration, he still chose to leave.

In Wang Tao’s view, the anchor position, like the quality education course, cannot accept all the old employees. In January this year, Yu Minhong, founder of New Oriental, posted on his personal account that 60,000 New Oriental employees were dismissed. At that time, related topics were on Weibo hot searches. The Red Star Capital Bureau noticed that before the implementation of the double reduction policy, the annual report of New Oriental showed that as of May 2021, the number of teachers was about 54,200.

It is worth mentioning that Jiang Le’an, who left with “N+1” compensation, also said that New Oriental’s resignation compensation agreement mentioned that if he joined New Oriental and its other institutions within 12 months, he would voluntarily return the compensation.

The demand for live broadcast talents has greatly increased, and New Oriental needs more “Dong Yuhui”

In fact, New Oriental has previously issued invitations to former employees. The Red Star Capital Bureau found that in a signboard revelation of Oriental Selection, it was written that “former New Oriental colleagues will be hired first.”

Not only New Oriental, but on July 20 this year, another former education and training giant, TAL, also posted on the official account “Looking for future big anchors – for all current and former employees”. Among them, knowledge bloggers or anchors with goods who have signed contracts will also receive TAL stock incentives.

However, compared with TAL, the communication effect of New Oriental’s “recalling” old employees is even better. On August 21, on the day of the hot search on Weibo, it received more than 220 million views and more than 5,000 discussions.

Not only that, the discussion heat has also been transmitted to the live broadcast room of New Oriental. The Red Star Capital Bureau noticed that the Dongfang Selection live broadcast room also ushered in a traffic peak on August 21. According to the Xindou data platform, the number of viewers that day was nearly 21.5 million, an increase of 69.22% compared with the average number of viewers in the past 10 games; the GMV of the live broadcast room that day was 28.32 million, an increase of 61.76% compared with the average GMV per game in the past 10 games.

The Red Star Capital Bureau noticed that Yu Minhong once posted on his personal WeChat public account that Dongfang Selection has brought more income to New Oriental. It turned out that the platform could only sell 500,000 to 600,000 yuan a day, and the commission was at most 10%. Wages are not enough. However, after the selection of Dongfang became popular, both traffic and sales ushered in a surge. A set of data from the official website of Xindou as of the end of July showed that the average sales of Dongfang Selection reached 19.6882 million yuan, and the sales of live broadcasts in the past 30 days exceeded 600 million yuan. According to Yu Minhong, based on a 10% commission, the commission for live broadcasts in the past 30 days was as high as 60 million yuan.

However, how to maintain the high popularity of the live broadcast room is still a problem for New Oriental.

At the beginning of August, the popularity and sales of the popular Dongfang Selection live broadcast room were declining. In response to the decline in popularity, Dong Yuhui also said in the live broadcast, “It’s normal that there are fewer people on the weekends these two days, so you don’t have to worry about it.” Even in order to attract popularity, on the evening of August 8, Dong Yuhui put on Hanfu and broadcasted “classes” to bring goods.

There was even a market rumor that “Oriental Selection suffered from Douyin’s current limit”. Although Douyin and New Oriental have successively refuted the rumors, the Red Star Capital Bureau found that the Oriental Selection App has been launched in multiple application malls, and it seems to open up traffic entrances other than Douyin.

Former competitors have also aimed at the knowledge live broadcast track and the launch of the Oriental Selection App. In this context, the demand for talents in live broadcast-related businesses is also growing rapidly, and New Oriental also needs more anchors like “Dong Yuhui”.

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• 2022-08-22New Oriental “recalls” teachers to be the anchors, causing heated discussions, former employees: not everyone can become Dong Yuhui
• 2022-08-15 Yu Minhong talks about the selection of the East: the business model based on external platforms is very fragile, and more attention is paid to its long-term development
• 2022-08-08Dongfang Selection was rumored to encounter Douyin’s current limit, and the stock price fell 10%
• 2022-07-27New Oriental’s Q4 net revenue for fiscal year 2022 is US$524 million, and it will repurchase up to US$400 million of common stock
• 2022-07-15New Oriental was sentenced to pay 418,000 compensation for dismissing and refusing to transfer employees again

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