Zhongxin Finance, June 21 (Zuo Yuqing) New Oriental's live broadcast of goods is "hot", but the controversy about New Oriental's delivery of goods still exists.
Recently, some netizens questioned New Oriental’s live broadcast room-Dongfang’s selection of 6 yuan per piece of fresh corn is too expensive.
So, is the corn sold by Dongfang Selection expensive?
Fresh corn in other live rooms is cheaper
The so-called fresh corn is quick-frozen or vacuum-packed fruit corn.
Zhongxin Finance compared the fresh corn sold through different channels and found that the fresh corn sold by Dongfang Selection,
with an average price of 6 yuan per root, is not expensive, but it is not cheap either
.
On an e-commerce platform, the average selling price of some big brands of fresh corn is between 6-10 yuan per root, and the average price of fresh corn sold by local specialty stores or farmers directly is around 4-5 yuan per root.
The price of fresh corn on the fresh food e-commerce APP is also different.
Among them, the price of two types of fresh corn on Meituan Maicai is 7.5 yuan and 8.8 yuan respectively, and the average price of two fresh corn on Hema is about 5 yuan and 6 yuan respectively.
The selection of fresh corn from the East posted by netizens.
Screenshots from social platforms.
In other live broadcast rooms of Douyin, the price of fresh corn is even cheaper.
A consumer told Zhongxin Finance that the average price of fresh corn she ordered in a live broadcast room of an anchor to help farmers was 2.99 yuan per root.
"The ones sold in the live broadcast room are generally cheaper, and the normal price of fresh corn is more than 3 yuan."
This means that the corn selections selected by the East have no price advantage.
From this, some netizens commented: In addition to the consumer groups who "pay for feelings" and "pay for knowledge", it is difficult to gain the favor of more consumers who "pay for low prices".
1 corn, how much can a farmer earn?
Regarding the opinion that "6 yuan per corn is too expensive", Dong Yuhui, a former teacher of New Oriental and the anchor of Oriental Selection, responded that "the price of grain hurts farmers": "If something is completely unprofitable, then the people who farm in the countryside will become more and more There are fewer and fewer, so the price can’t be too low.”
So how much do farmers profit from it?
In this regard, Zhongxin Finance asked Dongfang Selection, but as of press time, Dongfang Selection had not responded.
Zhongxin Finance noticed that the fresh corn sold by New Oriental is produced in Gongzhuling City, Jilin Province.
An agricultural-related person in Jilin City, Jilin Province told China-Singapore Finance that the purchase price is similar in different parts of the province. Last year, the purchase price of local ordinary quality fresh corn was 0.35 yuan per root, and the purchase price of the best quality fresh corn was 0.85 yuan. /root.
"The purchase price this year is expected to be about 1,500 yuan/ton to 1,200 yuan/ton."
The weight of a corn cob is generally between 200-300 grams, which means that the current purchase price of a corn is only a few cents.
In addition, a local village secretary told Zhongxin Finance that the purchase price of corn this year was 1.33 yuan/catties.
According to the "Analysis of Corn Market Situation in May 2022" issued by Jilin Provincial Department of Agriculture and Rural Affairs, in
May, the average monthly price of standard water corn sold by farmers in Jilin Province was 1.31 yuan/kg
, and the monthly average price of
third-class standard water corn sold by processing enterprises in the province was 1.31 yuan per month. The purchase price is about 1.36 yuan/kg
.
"Analysis of Corn Market Situation in May 2022" released by the official website of Jilin Provincial Department of Agriculture and Rural Affairs.
The Department of Agriculture and Rural Affairs of Jilin Province said that at present, the corn purchases of processing enterprises are mainly local.
Zhongxin Finance noticed that on May 31, the purchase price of COFCO Gongzhuling third-class standard water corn was 1.375 yuan/catties.
"
Selection" is hot, and there are more complaints
For the selection of the East, there is also the problem of how to ensure the quality of the products.
On the 20th, "Oriental Selection was complained that the peach was moldy and hairy" appeared on Weibo's hot search.
A consumer told the media that about a quarter of the Shaanxi honey peaches he ordered from Oriental Selection were rotten and hairy.
Although the merchant quickly refunded him the full amount, he still had doubts: how was this "selected"?
In this regard, different netizens hold their own opinions. Some people think that Dongfang Selection should be a "good check" for the selection of products, and some netizens propose that the peaches ordered by the consumer have been collected by the express station on June 13, but He only went to pick it up on the 15th.
"It's so hot now, it must be rotten to wait so long to get it."
Zhongxin Finance noticed that this peach does not belong to the independent brand selected by Dongfang, and the express delivered by the merchant is ordinary express, not fresh express.
Compared with other commodities, fresh agricultural products such as fruits and aquatic products have always been easier to step on the thunder due to transportation problems, and the newly developed Oriental Selection has not been spared.
At present,
a considerable part of the products selected by Dongfang come from brand suppliers
, and
there are many star products that have been widely praised by netizens
.
The shrimps brought by Dongfang Selection were packaged by Tucao logistics.
Screenshot from the Oriental Selection Live Room.
Zhongxin Finance found that packaging and logistics became the most complained problems.
For example, the sea-caught prawns of "Ocean Wave Love" are considered by many netizens to be large enough. However, some consumers said in the product reviews that the logistics is slow and the packaging is difficult to guarantee freshness.
"There is an ice pack outside. The ice melted when it was delivered, and the taste was very strong."
In this regard, Oriental Selection responded to the media, saying that it
is trying to build its own supply chain and will vigorously develop its self-operated products in the future
.
Zeng Ying, an analyst in the brand retail industry of Analysys, told Zhongxin Finance that the current live broadcast market has more opportunities for Daren anchors, but if new live broadcast rooms want to occupy an important position, they still need to choose products, supply chain, Pay more attention to service and so on.
Although the popularity of the Oriental Selection live broadcast room has not diminished, Tencent, the former second largest shareholder of New Oriental Online, has significantly reduced its holdings last week, and its shareholding has dropped from 9.04% to 1.58%, cashing out more than 700 million Hong Kong dollars.
On the 20th, the stock price of New Oriental Online plummeted 32%.
Since the stock price soared 10 times, the stock price of New Oriental Online fell sharply for two consecutive trading days on the 17th and 20th.
However, the stock price rose again on the 21st, up 3.06%, to close at HK$17.5.
Zhongxin Cai Review: Live broadcast brings goods, "beauty" should not be limited to words
Dongfang selects a unique style of delivery, which brings many consumers a new live broadcast experience. While the spiritual world is full, they are willing to pay for knowledge. However, the essence of live delivery is still the product itself, and "beauty" should not be limited to live broadcasts. The words between the two should become the real product experience of consumers. People look forward to the surprises brought by the selection of the East, and they also look forward to the "selection" of better quality and lower price.
(Finish)