The day before yesterday, I wrote an article about the four months of Dongfang audition. I thought about it for four months. I thought about it for four months. Also very encouraged.
As an old fan who keeps following and follows Dongfang Selection, I have witnessed the breakthroughs of Dongfang Selection team in organization, operation, products and market.
Today, I use four cases and topics to talk about some of my thoughts on the selection of the East, hoping to bring you a different perspective. Some of the content has been communicated with you in the comments and sorted together.
The first topic: Why did Mr. Yu choose to live broadcast and bring goods, and why did he choose the Douyin platform
Regarding the explosion of Dongfang Selection, most people see that the surface bilingual live broadcast is popular with goods, and the outstanding people will only modestly say that they are lucky (Mr. Yu and Dongfang Xiaosun originally said good luck), but if If it is really due to luck, can you catch it when it comes? Liu Genghong has better luck, and the platform gives more traffic, but there is no business closed loop, and the corresponding business cash dividends cannot be realized (just talk about Liu Genghong’s live broadcast room from a business perspective). Therefore, the explosion on the surface must be the evolution of accumulation.
For example, Mr. Yu started to register to play Douyin in 2017 to share content, and even live broadcast countless times, which shows that he is very forward-looking and curious and sensitive to new things. Before the Oriental audition, Mr. Yu had millions of fans. He is familiar with new things such as live broadcast and short video (of course everyone agrees now), and even in the first 2 months he and Zhou Hongyi (or Zhang Chaoyang, can’t remember clearly), he said something that impressed me deeply , The form of live broadcast dialogue was proposed by Mr. Yu. The purpose is to bring Zhou Hongyi to experience the new form of live broadcast and feel the atmosphere of live broadcast. Part of the explanation is that people who are on the cusp of the Internet may have a completely different understanding of new things.
Therefore, what seems to be accidental and lucky, there is absolutely invisible effort and vision behind it. It is a sensitive judgment on new things, determination and persistence, and accumulation.
The second topic: Looking back at four months, why many things have been done in the selection of the East
This is how I look at this matter. I can be regarded as a junior leader of the company. I know that in order to do something right, the ideas of leaders and the execution of subordinates are the keys to ensuring success.
Similarly, for a company, a clear and precise strategy X efficient organizational capabilities will magnify the company’s advantages, and the Oriental selection team is quite excellent in both aspects.
(1) A clear and precise strategy
Re-reading Mr. Yu’s historical articles and interviews can give a clearer understanding of where Oriental Selection came from and what to do? For example, why he loves agriculture, why he chose this difficult and right broad track during the transition, and how to do the direction of Dongfang’s selection are all clearly described.
For example, the excerpt from the article the day before yesterday’s article Oriental Selection Observation (9) – Random Thoughts for Four Months of Explosion ,
(2) Efficient organizational skills
In my previous article, Oriental Selection Observation (3) – Three Elements Analysis Based on “People”
When it comes to the part of people, I summarize the portrait of the selection team of the East
——This is a young team with 60-year-old entrepreneurs as spiritual leaders, post-1985 CEOs as helmsman, and 25-30-year-olds as the mainstay.
Here is a young, high-quality team with common values from the details of education, age, work history and other details:
This is a team with a high educational background and high quality, and the educational level in the live broadcast industry should belong to the top class;
Young, energetic, new young people who grew up in the Internet age, mainly 25-30 years old;
The most important thing is that they are famous teachers who have grown up within the New Oriental platform, recognize the New Oriental culture, and have the same values.
Simply sorting out the resumes of some of the front-stage anchor teams, we can see that:
Note: The above are all public information inquiries and arrangements, which took nearly an hour, just to show you the excellence of the Oriental selection team from another perspective. But what needs to be clarified is that the selection of statistics graduate schools is to illustrate the perspective of these people’s excellence, not to say that academic qualifications represent everything.
The third topic: Talking about the Simba corn incident again
Although it has been more than a month since the Simba corn incident, I believe that netizens still have not reached a consensus. I think that the selection of people in the East will still say: our vegetable market is 1 yuan per corn, but the white-collar workers in first-tier cities are willing to pay for it. High-quality and convenient logistics services pay the bill.
I would like to explore my personal views on this matter from a few other angles
1. Why people can accept 3 yuan a bottle of mineral water (perhaps the cost is only 2 cents) and 6 yuan a bottle of Red Bull, but are unwilling to accept 6 yuan a corn, what is the subconsciousness of the public? Thought?
There are two main reasons:
(1) When it comes to agricultural products, most people’s view of agriculture is still small-scale peasant economy, and they will actively ignore market-oriented capital investment such as land and labor.
For example, there is a description in the “Farmer’s Daily” (the central comprehensive newspaper): “Is there any corn that is 7 cents apiece? We can simply calculate the account. According to statistics, the total cost of corn planting in the country in 2020 is 1079.98 per mu. Yuan, the average yield per mu is 421.13 kilograms. The weight of a good growing corn can reach about six or seven taels. According to this estimate, 7 cents is almost the cost price. Especially this year, driven by factors such as rising agricultural material prices , farmers’ production costs have also risen.”
There are not a few people who hold such views in the comments, “Don’t talk nonsense if you haven’t planted any land. One acre of corn costs more than 1,000? Are you using golden seeds?”
I think people who hold this view are even mostly people who grew up in the countryside or have experience in rural life; they subconsciously ignore the value of private land in the countryside and the value of labor, and farmers grow their own one-third of an acre of land. Usually, this factor is not taken into account when the land is his own large field, and the labor force is produced by himself; usually only the costs of seeds, agricultural materials and fertilizers are accounted for in the cost calculation; but think about it, in this day and age, a farmer’s own land is abandoned. If you don’t plant, go to a construction site, or deliver food, how much is the labor worth, and how much can you earn per mu of land if the rural land is contracted out?
Take my hometown as an example. Ten years ago, my father contracted the neighbor’s land for 600 yuan per mu (now it is said to be 800 or 900 yuan). My family grows cash crops such as eggplant vegetables, and there are still profits. If corn is fed to pigs, it will definitely lose money.) Therefore, it is absolutely reasonable to say that the cost of one acre of corn is more than 1,000 in the “Farmer’s Daily”. And those farms that can grow high-quality fresh sticky corn have higher requirements for transportation, water conservancy, and plot size, and higher circulation costs.
Therefore, if you use a market-oriented thinking to consider the value of labor and land, and consider the increasingly inflationary inputs of seeds, fertilizers, agricultural materials and machinery, you will have a deeper understanding of the cost of agricultural products.
(2) Agricultural products lack excellent brands, and the market does not recognize high added value.
As non-standard products, agricultural products have not developed in-depth domestic scale and industrialization, and have not formed product brands with high popularity and monopolized market scale similar to industrial products, and the product premium rate is not high.
At the same time, based on the characteristics of food safety and freshness loss, agricultural products are originally a closed market, with poor sales radius and scale. At the same time, there are many circulation links between producers and consumers, resulting in low actual profit margins for farmers.
The above two points have also prompted farmers to abandon farming instead of farming and go to cities to work.
2. Regarding the corn dispute, why does the official media stand in support of the selection of the East?
As a central comprehensive newspaper, “Farmer’s Daily” clearly pointed out that Simba’s words and deeds are behaviors that harm farmers and are not conducive to the long-term development of agriculture.
(1) Urbanization has entered a bottleneck period, the current urban labor force is rich, and it is encouraged to return to the construction of new rural areas
In the past few decades, the urbanization construction and major infrastructure projects such as roads, bridges, ports, and airports have liberated the rural labor force and brought the surplus rural labor force into the cities to build cities and large infrastructure projects. Now that urbanization has entered a bottleneck period, there is a surplus of urban labor and cannot accommodate so many laborers. Part of the labor force should be placed in the rural reservoir, and the rural areas will absorb part of the surplus labor force, and give policies to encourage farmers to return to build new rural areas, reduce urban employment pressure and social problem.
Based on this, the rural industry must give sufficient policy support and appropriate profits, otherwise, “low grains will hurt farmers” and affect the enthusiasm of agricultural practitioners, and the rural areas will still not be able to absorb enough labor, which is contrary to the general background.
Note: China’s dualistic constitution of urban and rural areas has great advantages. One of the important reasons why there are so many slums in many countries is that cities cannot absorb so many laborers. These people have no land and cannot go back to the countryside, so they can only wander. , forming a large number of slums on the outskirts of the city. In a country as big as China, if the problem of farmers is not solved well, there will be big problems; Simba’s low-price strategy, which blindly reduces the profit margins of farmers, will only fatten himself and the society in the end.
(2) To increase employment, a broad range of agriculture is an option. The current world economy is generally depressed, and countries have trade protectionism and de-globalization trends. As a major industrial country, China currently has overcapacity in its domestic industry. Large companies that have cut production and laid off workers in the past two years have also There are many more, and even the employment situation of college students is becoming more and more severe. We must do everything possible to increase employment, and broad agriculture is an option.
(3) There is a demand for price increases and reasonable premiums for agricultural products to offset social inflation.
During the period of rapid economic development, although the income of farmers has also increased significantly, it is still generally lower than the average social growth level, and the cost of living consumption is not much different. For example, the daily consumption of meat, eggs and milk, and large-scale consumption such as household appliances and marriage, there is little difference between urban and rural consumption levels. Therefore, it is necessary to protect the interests of farmers objectively. There is a need to increase the price of agricultural products and provide a reasonable premium to offset social inflation. If the prices of various commodities rise, and the low-price strategy of vicious competition of agricultural products is an unhealthy existence, even if it conforms to the laws of marketization, it is definitely a social problem. This is also the need to achieve rural revitalization, food security, farmers’ prosperity, and common prosperity.
3. The controversy over Simba’s corn just shows that Dongfang’s selection is right. Although this business is difficult, it has a bright future.
(1) The e-commerce model reduces the circulation of agricultural products and makes farmers more profitable.
Directly bring the production area and consumers closer, and reduce the circulation links; for example, Dongfang selects self-operated rice, high-quality rice, and through the self-operated model, compresses channels, reduces circulation links, and makes farmers more profitable; each bag of rice can really make These farmers stay in the land and hometown they love and stay with their loved ones.
(2) Original ecology, light processing, really good products, increase the added value of agricultural products
The development of agricultural modernization should be large-scale and branded, increase the added value of agricultural products, and stimulate upstream and downstream employment and output value. At this level, the primary processing mode of agricultural products selected by Dongfang is a very broad track, which is really accurate. Primary processing not only meets the customer’s requirements for high quality, but also does not need to educate the market consumption habits, and it is more profitable than the original agricultural products. For example, selling sausages is more differentiated than selling pork, the cost changes little, and the profit margin is still high. Selling blueberry puree solves the problems of loss of fresh goods, high logistics costs and seasonal restrictions.
(3) Tencent in the field of agricultural ecology
Compared with Tencent in the Internet industry, mastering the traffic entrance can empower and incubate target companies. Similarly, Dongfang Selection, as the company that understands consumers the most in the agricultural industry chain, is also the head of products that understands the best, and has the ability to communicate between production and consumption. The advantages of strong bonds, especially now that the industrialization and scale of agriculture are in the ascendant, the branding of basic agricultural products has a long way to go, and it can support and incubate more high-quality companies and brands.
The fourth topic: Immersive holding experience, unique in the market
On this topic, I was impressed by a passage from a golfer.
1. The golfer “One hundred yuan online is not a dream ” described a very vivid sentence:
“After the epidemic, I have been working on Douyin live broadcast for two years. I encountered various unreliable agency operating companies and anchors. I worked hard, lost money and got angry. Since I met Dongfang Selection, I spent hundreds of thousands as a shareholder. , I have a special sense of participation. I am busy every day, watching live broadcasts, testing products, following data, and making suggestions, which is more fulfilling than starting a business. , I feel too invested, more focused than myself ![[大笑]](http://assets.imedao.com/ugc/images/face/emoji_02_laughing.png "[laughing out loud]"){kind=small}
Thinking of such a motivated team, so many excellent streamers, going all out every day, helping the company make money day and night, it feels really good in my heart.”
In the message, most of the shareholders of New Oriental Online resonated:
(1) Buying stocks is similar to starting a business from a certain point of view;
(2) Buying New Oriental Online, I feel like I am a boss;
(3) I have the illusion of doing VC;
(4) It is the first time I feel this way as a leek in the stock market for more than ten years;
(5) Other listed companies do not know what they are doing all day long. You can watch what you are doing all day online.
(6) High transparency, reliable team, chasing stars, and witnessing the development process.
2. My experience
I only paid attention to Dongfang Selection when it exploded out of the circle. I bought it decisively, and kept increasing my positions. I personally think that the sensitivity comes from the brand trust of Mr. Yu and New Oriental, as well as the understanding of the big agricultural market; in a word, the business of Oriental selection is good, and Mr. Yu and the people are reliable.
After continuing to follow for more than four months, I really observed and followed the Dongfang Selection Live Broadcasting Studio as a new type of business form of the whole industry chain and a new retail model, witnessing the growth and fission of an organization, and a group of outstanding young people. , and in this process can continue to observe, analyze, perceive and invest in cognitive realization; it is really a very lucky and happy thing. During this period, I also organized and compiled several articles on Dongfang Selection, and it is also a very happy thing to keep recording and sharing communication. See the end of the article for details.
3. The psychology of holding stocks
Li Lu once said that buying a stock is buying a company, which is equivalent to holding a part of the company. It is not an economic concept, but a psychological concept. Because you bought it, you will continue to pay attention to this company and share the destiny with this company psychologically. That’s how I am. For example, in my spare time, I occasionally watch the live broadcast of Dongfang Selection as an entertainment program, and I feel more and more that this is a way to convey warmth. , a live broadcast room of joy and faith; also occasionally discuss and interact with the partners in the group about new discoveries in the selection of the East, some interesting ideas are also left messages to the customer service, the sense of ownership is particularly strong.
Based on this, I will go to the Oriental Selection with a very subjective idea. But convince yourself that logical self-consistency is also a good state.
I wrote a lot without knowing it. I hope that through the above cases and topics, I can talk about my personal understanding of Dongfang Zhen’s good policy, good track, and good team.
It is hoped that Dongfang Selection and New Oriental Flow will not compete for the first place, and the competition is endless.
For my information and historical articles on Oriental Selection, you can refer to the following links if you are interested; record and witness growth, invest to enrich life, and share, communicate and grow with friends:
Oriental Selection Observation (1) Oriental Selection Observation (1) – The flow of water does not compete for the first, the contention is the endless web link
Oriental Selection Observation (2) Live e-commerce website link
Oriental Selection Observation (3) Three Elements Analysis Based on “People” Web Link
Oriental Selection Observation (4) Three-factor analysis of “goods” links to the world
Oriental Selection Observation (5) Three-factor analysis of the expansion “field” scene web link
Oriental Selection (6) – The corn war, see what the Chinese media said .
Oriental Selection Observation (7) – Why New Oriental People Often Have Compassionate Feelings Web Link
Oriental Selection Observation (9) – Thoughts on Four Months of Explosion
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