New Oriental should not copy Li Jiaqi

　　She Ying

　　New Oriental, a giant of off-campus education and training institutions, withdrew the rent of 1,500 teaching sites and donated 80,000 sets of seats to rural schools, bidding farewell to the past in a "gentleman" way.

What will you do next?

According to media reports, Yu Minhong, the founder of New Oriental, will start a live broadcast with hundreds of teachers to help farmers.

The registration information shows that New Oriental has established a wholly-owned holding Oriental Optimal (Beijing) Technology Co., Ltd. Its business scope includes the sale of fresh meat, poultry eggs, aquatic products, fresh fruits and vegetables, etc.

　　Good guy, New Oriental is going to learn from Li Jiaqi!

　　Live streaming is very profitable. Some celebrities who failed to start their own businesses have paid off 600 million yuan in debts in more than a year. This shows that the profits are high.

It is understandable that New Oriental, which is in desperate need of transformation, is focusing on this road to "rich".

However, from an objective point of view, it is difficult to help farmers live broadcast to become a new pillar of the enterprise.

　　Look at the market first.

Fresh food is not a standard product. Every time it arrives, it may be different from the expectations of consumers, which is easy to cause dissatisfaction; transportation is easy to wear, and it may be bumped and deteriorated in the hands of consumers; food safety is no small matter, and a little carelessness will cause chain reaction.

Moreover, compared with the training fee of thousands of yuan and tens of thousands of yuan, the unit price of agricultural products may not be enough to support the transformation of "big guys" like New Oriental.

　　Let's look at supervision again.

The live broadcast of agricultural products involves two major areas: online trading and food safety, both of which are currently the top priorities of supervision.

It tests the supply chain, quality control, customer service team, food safety management mechanism, etc. It also requires strict content review in the live broadcast, and needs to be familiar with the Consumer Rights Protection Law, E-commerce Law, "Internet Transaction Supervision and Management Measures", Advertising Law, and Price Laws and other laws and regulations.

Regardless of the fact that it is just talking about it, New Oriental's crossover from off-campus education and training to live e-commerce is really not as easy as moving your mouth.

　　It may be difficult for New Oriental to return to the peak of market value through the live broadcast of agricultural products, but as a company with educational genes, it may also do major things that other anchors cannot do.

For example, to promote the development of vocational education by training new farmers and peasant anchors as the starting point.

At present, the e-commerce of agricultural goods has become a trend, and relevant talents are urgently needed.

Although the e-commerce platform has support plans, but with limited manpower, it is difficult to teach so many farmers who are eager to sell their agricultural products out of the mountains.

Education and training are precisely the strengths of New Oriental.

Let the teachers start from the live studio practice, quickly familiarize themselves with e-commerce, combined with the past accumulation and polishing courses, New Oriental may become the cradle of new professional farmers.

　　As one of the leading companies in the off-campus education and training industry, New Oriental's transformation has a vane significance.

If you just jump from one industry that makes quick money to another industry that makes quick money, it might not be the best demonstration.

It is said that Yu Minhong himself has always dreamed of building a university like Stanford. Then, building this university in a wider rural land may be more in line with the current social needs.

　　In addition, New Oriental, which has offline resources, can also consider devoting itself to the research track.

After the "double reduction", students no longer make up classes on weekends and holidays, and research activities are very tight.

At present, most of the practitioners in this field are small organizations or even individuals. Register a WeChat public account to start pushing activities.

The relevant operations are very irregular. Most of them are privately charged by WeChat. There is no contract. Parents and "teachers" are not acquainted. Once a dispute arises, there is no way to reason. The organization of the event is also rather sloppy, usually every time an external lecturer is hired. What is the quality? No way to know.

　　If New Oriental and other large institutions are willing to organize research activities, at least the previously accumulated student resources can be seamlessly connected, the teaching and research team can be smoothly transformed, the class registration system can continue to be used, and students can rest assured following familiar teachers.

Compared with live streaming, research and study may not make money so quickly, but it is more in line with the educational background of New Oriental.

Besides, there are already many "Li Jiaqi" on the e-commerce platform.