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Source: Liu Run
In the past two days, the live broadcast room under New Oriental, Oriental Selection, suddenly became popular.
Dong Yuhui, an English teacher who looks like the Terracotta Warriors, broadcasts bilingually in the live broadcast room, “sells steaks” while “classing”. The video he broadcasted live went viral. Humorous and refreshing.
From June 9th to 10th, the number of viewers of the Oriental Selection live broadcast room exceeded 7.6 million, and the total sales volume in a single day also exceeded 15 million.
Before 48 hours, the number of viewers in the live broadcast room was only 650,000, and the total sales volume in a single day was only one or two million.
Simply explosive growth.
The stock price of New Oriental Online has also soared. It rose nearly 40% in intraday trading on June 10.
Many people ask, how is this done?
What is the logic behind such an interesting live-streaming sale?
Teacher Yu Minhong said that one of the transformation directions of New Oriental is to sell agricultural products. So, does the selection of the East represent the success of the transformation? How will it develop in the future?
To this end, I specially interviewed the live broadcast team of Oriental Selection, and invited Sun Dongxu, CEO of New Oriental Online, who is also in charge of Oriental Selection, and Dong Yuhui, the teacher of Terracotta Warriors, to reveal their live broadcast exclusively for us.
After the chat, they had 8 sentences, which left a deep impression on me and clearly showed many of their stories and thoughts.
share with you.
1. “If you can be good, someone must want you to be good.”
I asked Dongxu, why the selection of Dongfang is so popular, what do you think is right?
Dongxu said, maybe we did something right, maybe we were lucky. But one thing is certain: if you can be good, someone must want you to be good.
In November last year, there were two moments between Yu Minhong and New Oriental, which touched and admired many people.
First, New Oriental donated all the desks and chairs of the rent-out teaching sites to rural schools across the country. There are nearly 80,000 sets of desks and chairs, and the market price of a set is 600 to 700 yuan, which is almost 50 million.
New Oriental’s income has dropped sharply. He can obviously sell these desks and chairs for some cash, but he still chooses to donate them all to those who are more in need.
The second moment was a live broadcast. Yu Minhong said: The money in New Oriental’s account must be satisfied. If one day New Oriental suddenly goes bankrupt, or suddenly stops, the money in the account must be able to refund all students’ tuition fees at the same time and be able to pay. Termination pay for all employees.
Doing this is not easy.
In a live broadcast with Mr. Yu Minhong, he told me that by the time of the double reduction, the reserves in New Oriental’s account had already exceeded 20 billion. With so much money in the account, there will actually be struggles.
A shareholder asked, Lao Yu, what are you doing with this money in your account? Take that little bit of interest. Why can’t it be put into Internet education? Even if this money is used to buy millions of students back, New Oriental will be transformed into an Internet education company, and the valuation of our stock market will be doubled. Didn’t your Yu Minhong’s personal assets double as well? Why not do this? Don’t put the money in the bank and don’t let it move.
But he replied that this may be New Oriental’s life-saving money. No one can move.
Unless my chairman is removed. Unless my legal representative is removed.
In fact, in reality, many companies cannot withstand the temptation of having huge amounts of money in their accounts. They will use this money to invest indiscriminately and operate blindly. When there is a crisis, it explodes because there is not enough money in the account.
Teacher Yu Minhong said:
This is my own austere peasant philosophy. You have food in your hands, don’t panic.
When New Oriental decided to transform, many people also hoped to do something for Teacher Yu Minhong.
You say, why did the live broadcast room of Dongfang Selection suddenly get better?
Um. If you can be good, someone must want you to be good.
2. “Informative. Interesting. Useful.”
Since someone expects you to be good, you must do it yourself.
How can it be done well?
Must be different from others.
When selling goods in the live broadcast room, everyone thinks about how to exchange products for money. But before exchanging products for money, there is one more important thing: exchanging content for time.
All exchanges take place in time.
If consumers don’t give you time to watch and stay in the live broadcast room, they will definitely not buy things in the live broadcast room. Therefore, the content in the live broadcast room should also have value.
The teacher of New Oriental changed his career to be an anchor, so he will introduce products in bilingual, and he will also talk about history and life, and the live broadcast is also about knowledge.
Even if it is selling goods, users can get something without wasting their time.
Then, if there is something or nothing, I will make fun of myself, talk about cross talk, come to a paragraph, play and sing, and make the live broadcast room more interesting.
In this way, when others see you, they laugh, and they are willing to give you time to watch for a while.
This is what we usually require in class. Now that we are transforming into live broadcasts, we must also do these three points:
There is material. interesting. it works.
really. No wonder I transferred the live broadcast room to a few friends that night, and they all told me that I couldn’t get out.
3. “Then, be sincere.”
However, being interesting and useful is not enough.
The most important thing is to be sincere and not exaggerated.
Some people say that this is “the most literate live broadcast room” and “the quietest live broadcast room”.
Dongxu said: This is the tone we set from the first day.
Dongxu said that at the end of 2021, when Mr. Yu came to Dongfang to select his first show, he was just talking about it. Talk about history, geography, tradition, culture, childhood anecdotes and memories, and life experiences and insights.
It’s quiet, it’s fine. The effect is also good, and everyone loves to hear it.
There’s no need to be so noisy.
So when I choose an anchor, I pay special attention to the connotation of the anchor.
Because once it becomes popular, the anchor will take up a lot of people’s time and attention, and it will affect many people. So the anchor must have connotation.
In the past, we did education with this concept. Now we do live broadcasting and agriculture, and it is still this concept. To bring the greatest value to consumers.
We do Oriental selection, not only to recommend some products that make material life better, we also recommend books. In addition to eating, a person also needs to read, and his brain can’t be hungry. I hope that everyone’s spiritual world will be enriched.
I hope our anchors are all professional in speaking, well-trained, interesting, but also have connotations, which can make people refreshing.
You know, our live stream, there is no teleprompter. The anchor is facing a camera, watching himself on the screen and talking.
While joking, you have to watch the fast-scrolling massive interactive likes and criticisms.
If the anchor’s background can’t stand it, it is a bad broadcast.
The audience in the live broadcast room are not stupid. Can’t he see whether a product is good or not?
Be sincere, be true, and be fine.
4. “In one night, help farmers sell 1,000 boxes of apples.”
But this sense of proportion is difficult to grasp.
Selling goods on live broadcast, selling goods on live broadcast, or selling goods. As a teacher, it is to preach and teach and solve puzzles, not to sell goods.
Many intellectuals have a problem, that is, they are embarrassed to talk about money. When it comes to money, when it comes to selling things, he is fidgety as far as left and right is concerned. In their hearts, “sell you something” as “take advantage of you”. Too much emphasis on tonality, but not selling goods.
I asked Yuhui, you must be very sincere, but how do you complete the identity change?
Yuhui said that sometimes intellectuals’ psychological barriers are right, because many things are really worthless.
But what we do has value. If it’s worth it, then what’s left to talk to about him, what’s there to twiddle?
I will tell you a story.
Yuhui said, I am a farmer’s child myself. My grandparents, my parents are in the countryside, and they are still farming this morning. I understand my own family’s business, agricultural products are low-profit and difficult to make money.
If you can sell your products and improve their lives, that’s a good thing, and it’s also helping people. This is exactly the same as when I gave lectures on the stage to enrich the hearts of children.
In the live broadcast room, 20 yuan a box of apples, you look cheap, it seems worthless, but what if you can help him sell 1,000 boxes in one night?
This peasant family has all the money for the elderly’s medical treatment, the money for the children’s schooling, and the daily expenses of the family in one year.
Sun Dongxu is the CEO of the listed company New Oriental Online, but in the live broadcast room, he became Dongfang Xiaosun.
Dong Yuhui is a famous lecturer of New Oriental, but in the live broadcast room, he is the anchor of Terracotta Warriors. Others, too.
So what?
For the sake of the company and to help farmers, everyone is on the front line. are doing good things.
If it were you, would you be twitchy?
Don’t do good things in small ways.
5. “Carefully, choose each item well.”
To be able to do these small acts of kindness, we must be accountable to farmers and consumers.
Help farmers sell real good products, and also ensure that consumers can buy these good products.
In the logic of live broadcast, it is selection.
The biggest problem with agricultural products is non-standard. Every time the product is different in size, quality and even safety, what should I do?
Dongxu said:
First, the rice, corn, etc. selected by Dongfang are all made by our own brands. These products must be sent for quality inspection, and they must also be flown to the origin for inspection.
No, absolutely don’t do it.
Second, and like some other products, such as steak, etc., we will choose the best agricultural product manufacturers to cooperate with. They have a brand, and the quality control is more assured. If we sell more, consumers will get cheaper and farmers will supply more and make more money.
Third, despite this, because it is agricultural products, all of them have to be eaten, so our team has to try it by ourselves. The anchor, the operation, the director… It doesn’t matter who you are, as long as you have a long mouth, you will eat it. Finish voting.
Fourth, we also have a mechanism. When we go to the supplier to see it, we will tell them that every day in the live broadcast room, we will buy at least one product anonymously by ourselves. The samples you give are good, and the products shipped to consumers must be exactly the same.
If you lie, the consequences are serious.
Seriously, choose each product well. It is not a pro-tested, easy-to-use and delicious food, and it will never be put on the shelves.
6. “Everyone wants to believe us, and we want to believe everyone.”
However, you have carefully selected the product, but after I bought it, I am still not satisfied, what should I do?
If there is a problem, back out.
If the supplier does not give back, then go directly to Dongfang for selection, and we will refund. Pay the consumer first, and then we go to the supplier.
Dongxu said: How can we unite with “outsiders” to bully consumers.
No one can be allowed to harm our consumers.
But what if someone deliberately rudely returns it? Just find a reason, make trouble without reason, what should I do?
Do you believe that such people are in the minority?
Everyone wants to believe us, and we want to believe everyone.
The most precious thing in this world is mutual trust.
Dongxu said that our current post-delivery return rate is much lower than the industry average.
This also shows that everyone can trust each other.
7. “Lao Yu said he couldn’t forget agriculture.”
Talking here, I suddenly have a question, I don’t know if I should ask it or not.
Listening to it, Dongfang Selection has indeed made a lot of efforts. But these efforts are too laborious. It’s a selection, a return, and a live broadcast, and it’s not an easy task.
Enterprises want to transform, but why do they have to do live broadcasts of agricultural products? Teachers have become anchors, and they can’t hit the poles. Why?
After Dongxu heard this, he laughed.
Because Mr. Yu proposed to transform, to do agriculture and sell agricultural products. Help more farmers.
After listening to it, I actually felt the same as you, a little surprised.
Mr. Yu said that he still has a complex for agriculture.
He often said that he was a farmer, and he really kept thinking about the countryside.
When eating with us, he was happy to drink, and he often talked to us about his past.
When he was a child in the countryside, his father was a carpenter. When he came home after a day’s work, the father and the two would make two chicken heads, pair them with two taels of wine, and chat together. He likes that feeling.
When spring comes, April and May are warm, and a fierce man will plunge into the river. After a while, he will be able to touch a bucket of fish, shrimp, shells and snails. It should be improved and improved, and everyone will eat it together.
He also boasted to us that he was the first person to touch snails in Weiming Lake when he was studying at Peking University.
In the countryside, he had his childhood, his fathers and fellow villagers, and he understood the simple joys of farmers, as well as the hardships facing the loess and turning their backs to the sky.
Even if the so-called success, as a business, still think about the countryside. My own manuscript fee subsidizes children to go to school, and New Oriental has also done a lot of public welfare. New Oriental has also trained teachers in rural areas. Because igniting a teacher may illuminate a group of children.
If you want to rethink the transformation and enter a new field, it must be able to bring great contributions to the society and help more people.
I still can’t forget agriculture.
We just thought that we should respect Lao Yu’s complex and trust Lao Yu’s vision.
So if you want to help farmers, how can you help?
Teacher Yu suggested that the live broadcast is a good opportunity. The first opportunity is the store. The second chance is e-commerce. The third chance is the live broadcast. The live broadcast continues to be upgraded.
That’s what we do, doing farming in the form of live broadcasts.
New Oriental Online itself is an Internet technology company. It understands customers, is innovative, agile, and has strong execution. It is suitable for doing this.
I also like changes and challenges, so let’s do it.
If you don’t know how to go to school, ask if you don’t know. From the end of 2021, let’s go.
Slowly, until now.
8. “There are some things you must never forget.”
It is said that the years are quiet and the wind is light, but behind the scenes are all moving forward with a heavy load.
Okay, it’s done.
I asked Dongxu, what about after that?
Dongfang Selection, what are your plans for the future?
Dongxu said, I hope that in the future, the left hand will be a product technology company, and the right hand will be a cultural communication company.
What’s the meaning?
Product technology company, is the agricultural sector.
If you really want to do a good job in agriculture, you must invest a lot of resources.
How to use high-tech means to plant and breed? How to improve the efficiency of production? How to use technology to improve the quality of products? All these need to be laid out.
Otherwise, we will fight the price every day, reduce the profits of farmers, and hurt farmers because of low grain prices. This is not our goal.
How to make farmers earn more and let consumers buy cost-effective products is something we need to continue to think about.
The cultural communication company is the live broadcast.
It is also selling goods, but our live broadcast room will not become a crowded vegetable market.
The live broadcast room should be more like a program. You can open the live broadcast room of Dongfang Selection. Our anchors can chat with you. Maybe you can learn some knowledge. It doesn’t matter if you buy or not, but you often come here for a stroll and relax. .
We want everyone to be better.
Then there is another point, we will continue to do public welfare, and hope to cooperate with more local governments to help farmers more practically.
If the influence of Dongfang Selection can be bigger, then we can reach millions or even tens of millions of consumers every day, which will definitely help more farmers. Many farmers have a lot of agricultural products, and the profits are already thin, so we don’t make this money. Just help.
Lao Yu also mentioned this to me in the past two days, and we will do it firmly.
Whether the fire is not hot or how long it will last is not the dimension of our own understanding of the selection value of the East.
The value of our existence is to seriously go to the countryside. Through our live broadcast room, more people can see the countryside, the farmers, and the great rivers and mountains of the motherland.
Do the right thing and keep doing it.
It suddenly became popular, but these things must not be forgotten.
In the field of live broadcast of agricultural products, we are still elementary school students, and I urge everyone to give us more patience and more time, and we will become better.
last words
After the interview, hang up the phone.
I remembered that from last year, everyone was very concerned about Mr. Yu Minhong and New Oriental, and there were many different voices.
Two words suddenly appeared in my mind.
At the most difficult time, some people in the outside world are puzzled, some people are confused, and some people even laugh at them, but:
Thousands of hardships and ten thousand blows are still strong, and Ren Er is wind from east to west from north to south.
When the live broadcast room suddenly went out of the circle, some people in the outside world were envious, some people were jealous, and some people even said it was a show, but:
Looking up to the sky and laughing and going out, I am a Penghao people.
How did they get on fire? How is the live broadcast done? Has the transformation been successful? I don’t know if I have found the answer.
But I know that Yu Minhong and his team can handle it.
grateful. bless.
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