Zhongxin Finance, June 16 (Zuo Yuqing) The popularity of Dongfang's selection of live broadcasts has lasted for nearly a week.

　　Data from third-party platforms shows that on June 10, the number of fans of Dongfang Xuan’s account increased by more than 470,000, and the number of fans has risen sharply since then.

On the 15th, the number of fans in the live broadcast room exceeded 6 million; on the 16th, the number of fans exceeded 9 million.

On the morning of June 16, the number of fans of the Oriental Selection account exceeded 9 million, and the anchor played and sang "Blue and White Porcelain" to celebrate.

　　What is the "magic" of such a "halfway monk" live-streaming account with goods?

"Teacher

"

transformed into an anchor

　　There are many former teachers of New Oriental in the anchor team selected by Dongfang.

　　The traditional anchors introduce the efficacy of the products and sell the prices of the products; while the anchors selected by the East not only have bilingual teaching, but also talk about life and history from the commodity, tell the story behind each agricultural product, and tell their own experience.

　　Sun Dongxu, CEO of New Oriental Online, said frankly, "For example, Dong Yuhui, he likes to read, think, and express; YOYO is a very young, sunny, and good at singing and dancing, so she looks like this in front of the camera. ; and then Qiqi, we say she is a wandering poet, she usually likes to play and sing, and she likes music very much."

　　An industry insider who used to work in an education and training institution told China-Singapore Finance that most of the anchors selected by Dongfang are large class lecturers.

"One of the important tasks of a large class teacher is to attract and retain students. The repurchase rate of courses is a very important performance indicator." She said that this position is usually very competitive, and qualified teachers are naturally one-of-a-kind.

Attractive by what?

　　"Watching their live broadcasts is very inspirational and positive, and I yearn for them." A netizen told Zhongxin Finance and Economics.

　　If it weren't for Dong Yuhui, netizens would never think of the iron pot as "the hand of my mother, the sad face of my father, and the heart of the old man looking for the wanderer to go home"; nor would they think that ham "is the taste of the wind and the taste of salt." The taste is marinated by the magic of nature and time.”

　　Dong Yuhui once said in the live broadcast room, "I think as long as everyone is willing to listen, relax and feel comfortable here, listen to something useful, or a little funny joke, listen to a sentence or two of useless English, if you want to stay, you can just stop here. I don't They will deliberately say that they have to let you buy things because they need to consume rationally.”

Dong Yuhui is live.

Screenshot from the Oriental Selection Live Room

　　Netizens who are tired of "buying it" are willing to take out their own pockets and "pay for knowledge" in the face of such "sincere" anchors.

　　Zeng Ying, an analyst in the brand retail industry of Analysys, believes that compared with other live broadcasts, Dongfang has selected professional teachers from New Oriental, and the live broadcast style is also significantly different from other live broadcasts.

"And now there is a lack of top anchors, and the live broadcast room has been homogenized for a long time, so Dongfang Selection is more like a clear stream."

Behind the "Halfway Home"

　　Dongfang Selection, which was transformed from New Oriental, is considered a "halfway monk".

　　Sun Xudong also revealed in the interview that Dongfang Selection has introduced external talents in team building: "Some employees are transformed from teachers and can adapt to general skills such as communication and operating systems, but more professional fields such as agricultural product analysis and quality inspection. We must bring in external professionals.”

Shareholder information of Oriental Selection.

Screenshot from Tianyancha

　　According to Tianyancha, the shareholders of Oriental Selection (Beijing) Technology Co., Ltd., in addition to Beijing New Oriental Xuncheng Network Technology Co., Ltd., which holds 55% of the shares, also have a 45% stake in Beijing Yangde E-Commerce Partnership (Limited). partnership).

　　The establishment of Yangde E-commerce is only 6 days earlier than Dongfang Selection. Its business scope includes sales of clothing, shoes and hats, cosmetics, daily necessities, toys, fresh fruits, fresh vegetables, knitted textiles, stationery, sporting goods, household appliances, electronic products Wait.

　　However, according to the statistics of third-party platforms, 49% of the products brought by Dongfang Selection are food and beverages, and 34.4% are fresh products.

In this way, more than 80% of the products are related to "eating".

Screenshot of heat wave data

How far can we go?

　　"There are many suppliers queuing after the fire." On the evening of the 15th, an anchor revealed in the Dongfang Selection live broadcast room.

In the relevant comments of Dongfang Selection, there are also many netizens urging Dongfang Selection to list other categories of products, such as cosmetics with higher profits.

　　Sun Dongxu told Zhongxin Finance and Economics that the current selection of products will not expand, and at this stage, the Oriental Selection will highly focus on agricultural products.

"Selling books is also a response to the needs of fans." In the future, Dongfang Selection will also conduct non-profit live broadcasts to help farmers.

On June 15, the live broadcast room of Dongfang Selection was still hot.

Screenshot from the Oriental Selection Live Room

　　In the face of his popularity, Dong Yuhui, who is now the "pillar", attributes it to his "blessing" rather than luck.

He felt that he, like thousands of young people working hard in big cities, "doesn't have much to pay attention to."

Weibo screenshot

　　On June 15, Dong Yuhui wrote this passage on Weibo, "If you want to pay attention, I hope to pay attention to New Oriental's transformation of agriculture, agriculture, rural areas, and farmers, and I hope to pay attention to those couples who set up breakfast stalls in the early morning, and only come home tired late at night. Drivers, and construction workers sweating against the sun. Diligent, simple, and lovely working people are the main body of society and the strength of the nation. Their stories are even more empowering.” (End)