Sino-Singapore Jingwei, June 19 (Zhao Jiaran) "You don't actually think about corn, you think about yourself back then." With bilingual live broadcasts and frequent golden sentences, "Zhongguancun Jay Chou" Dong Yuhui is completely popular, and it also makes More people re-examine the old-fashioned education and training company New Oriental behind the selection of Oriental.
Selling agricultural products through live broadcast, doing catering, switching to a charging company... Nearly a year after the "double reduction" was implemented, the transformation of education and training companies can be described as many tricks.
In addition to the popular selection in the East, what happened to those education and training companies that also do cross-border?
New Oriental Online shares erase more than a year of losses
On the 16th, Yu Minhong said in his public account "Old Yu Gossip" that he has been questioned by all walks of life since he decided to do the Oriental selection at the end of 2021 and used agricultural products as the main product.
"There are those who are sympathetic, sarcastic, and regretful, but few people think that New Oriental can be successful." He believes that the live broadcast uses the characteristics of New Oriental's teachers who can speak well.
On the same day that Yu Minhong updated this article, the total number of fans selected by Dongfang exceeded the 10 million mark. The stock price of New Oriental Online once expanded to 100%
. The closing price on the first trading day of 2021 was HK$26.85, wiping out more than a year's decline.
With the explosion of Oriental Selection, its account matrix is also expanding.
It is reported that the short video platform has appeared on the short video platform of different categories of official accounts under the various categories of Oriental Selection brands, such as "Oriental Selection Books", "Oriental Selections Personal Care Beauty", and "Oriental Selections 3C Digital".
Not long ago, Yu Minhong revealed that New Oriental has formed a "New Oriental Live Room" team, which sells New Oriental's educational products, including books, learning hardware, courses, etc.
On the 16th, Sino-Singapore Jingwei contacted New Oriental Online, and the other party said that Dong Yuhui's current popularity is a bit beyond imagination.
"We are an education transformation company, and we don't want to over-expose entertainment." Talking about Dong Yuhui's popularity and going out of the circle, Yu Minhong said that it has become a phenomenon-level communication, but "it may also be a momentary excitement". Open up the situation and open up a new path for the development of New Oriental.
What about other education and training companies?
Seeing that the live broadcast of Oriental Selection is becoming more and more popular, and it has driven the stock price of New Oriental Online, A-share Dou Shen Education, Zhonggong Education and many other shares have followed suit.
At the same time, many investors seem to have seen new ideas for the transformation of education and training personnel, and hope that other education and training companies will follow the example of New Oriental and deploy e-commerce live broadcasts.
Among them, Doushen Education recently replied to investors that the company has about 100 teachers sharing knowledge on the live broadcast platform.
Previously, the company pointed out in the 2021 annual report that chairman Dou Xin has led core members to station in Douyin, and provides multi-category courses and products in the form of live broadcast and delivery.
During the reporting period, the company collected about 37.76 million yuan through Douyin live streaming.
However, after the stock rose by nearly 50% for three consecutive days, Doushen Education received a letter of concern from the Shenzhen Stock Exchange on the 17th because it was questioned as a "hot spot".
The Shenzhen Stock Exchange required Doushen Education to verify whether the media reports of "teachers participating in live broadcasts" are true, and to comprehensively verify the compliance of the company's live broadcast business.
A number of education listed companies have also been urged by investors to bring goods through live broadcasts.
For example, some investors recently asked Xueda Education, "Has the company ever thought about transforming like New Oriental, so that the stock price can return to a reasonable range?" Kaiwen Education was asked "what similar businesses do the company have with New Oriental?" When asked by investors: "New Oriental's live broadcast has become popular, has your company considered going the live broadcast route?"
In addition to live broadcasts, education and training companies are also deploying in non-educational industries such as catering.
At the beginning of 2022, Puxin Education, which was listed on the US stock market, announced its entry into the fast food industry.
The company said it was evaluating opportunities to expand its existing business by entering the fast-food restaurant chain in China and expected to improve customer flow by opening new stores around or within its Puxin School.
Prior to this, Puxin Education announced the sale of its K12 off-campus training business at the end of 2021, which accounted for 59% of its revenue in the third quarter.
Before the layout of the fast food industry had achieved initial results, Pu Xin Education was in danger again.
In May, Puxin Education announced the start of debt restructuring, and the company has formed a liquidation team.
Regarding the "bankrupt" statement of Pu Xin Education on the Internet, the company said that this interpretation is not accurate and will continue to operate.
On the other hand, Ruisi Education, an online education institution listed on the US stock market, chose to merge with a charging service company.
As of December 2021, Ruisi Education has sold all its assets in China; in February 2022, Ruisi Education signed a merger agreement with Nenglian Zhidian, which is a new energy service provider.
After that, Nenglian Zhidian will officially land on Nasdaq through mergers and acquisitions, becoming the first stock of charging services in China.
Who is the next "Oriental Selection"?
There are various forms of transformation in the education and training industry. Who can become the next "Oriental Selection"?
There is a view that Dong Yuhui's phenomenal transmission is difficult to replicate.
Lao Lingling, director of the e-commerce research center of Shanghai University of Finance and Economics, said that some education and training companies like New Oriental also have teachers who have the natural advantage of live broadcast, such as the interpretation of knowledge and products.
However, not everyone can bring good goods, and not everyone can have Dong Yuhui's influence.
At the same time, in addition to the host himself, the success of the live broadcast also depends on the contribution of the team behind it.
Chu Zhaohui, a researcher at the Chinese Academy of Educational Sciences, said that
the resources, personnel quality and other conditions of various education and training companies are very different, and it is impossible to fully replicate New Oriental Live
.
"In fact, the transformation of the discipline education industry is not only the transformation at the enterprise level, but also the transformation of practitioners in the education industry, and only a small number of them can succeed."
Chu Zhaohui further said to Sino-Singapore Jingwei that the development of an enterprise itself is to seek certainty in uncertainty, and there is no stable market, so cross-border layout similar to New Oriental still needs time to consider.
At the same time, the transformation of education and training enterprises also reflects the industry trends behind them.
" In the
short term, the overall space of the education and training industry will be compressed, and there will not be much market space in the future. Fortunately, in general, the staff in the education and training industry have relatively strong social relations and high professional ability, so In the transformation, the education and training industry is also more flexible
." Chu Zhaohui said.
"For leading discipline training institutions, although there is not much room for growth in the original core main business, after all, a large number of users have been accumulated, and the original user stock can be diverted to other fields. Who can be smoother and more efficient? It is very important to realize the transformation quickly." Shen Meng, director of Chanson Capital, said in an analysis of Sino-Singapore Jingwei.
(Sino-Singapore Jingwei APP)