On December 14, Dongfang Selection's share price rose by more than 6%, which is related to Dongfang Selection's recent live broadcast strategy adjustment. It is understood that Dongfang Selection has established a live broadcast room matrix composed of multiple anchors to meet the needs and preferences of different consumers, and also provides more channels for the sales of self-operated products.
Oriental Selection is an agricultural products e-commerce platform under New Oriental, which was officially launched on December 28, 2021, with Yu Minhong, the founder of New Oriental, and Sun Dongxu, CEO of New Oriental, as the chief anchors. The positioning of Oriental Selection is to select quality life for the people, from education to agriculture, what has always remained the same is the original intention of New Oriental.
As soon as Dongfang Selection's live streaming model was launched, it aroused widespread attention and discussion. The anchors of Oriental Selection have a unique style, not only introducing the quality and characteristics of the products, but also sharing their own life experiences and insights, as well as New Oriental's educational philosophy and culture. Dongfang Selection's products have also been recognized and loved by consumers, covering food, beverages, daily necessities, cultural products and other categories, including some innovative and characteristic self-operated products, such as Yueshi Hometown Ming, Oriental Selection Cultural Tourism, Oriental Selection Paid Membership, etc.
As of December 4, 2023, the total number of fans in Dongfang Selection's Douyin live broadcast room has exceeded 4200 million, the total sales volume of self-operated products reached 1200 million orders, with total sales of more than 30 billion yuan. Dongfang Selection has also created a record of live streaming many times, such as on June 29, 2022, Dongfang Selection's live broadcast room fans officially exceeded 20 million, and it is still in the process of gradually. On August 29, 2023, Dongfang Selection made its live broadcast debut in **, and as of 9 o'clock, sales exceeded 10 million yuan, and the number of ** exceeded 2.1 million.
However, the development of Dongfang Selection has not been smooth sailing, and it has also encountered some challenges and difficulties. Recently, the Dongfang selection "small composition" incident has caused heated discussions on the Internet.
This incident had a certain impact on the live broadcast room of Dongfang Selection. According to statistics, from December 10 to December 14, the number of fans in Dongfang Selection's Douyin live broadcast room plummeted by more than 140,000, and there is still a downward trend. In this regard, some industry insiders believe thatThis is a signal that Dongfang Selection is diluting Dong Yuhui's personal IPIt is also an adjustment of the live broadcast strategy carried out by Dongfang Selection in order to respond to market competition and consumer demand.
In fact, Dongfang Selection has been actively establishing its own live broadcast room matrix to create a diversified, all-round and high-quality live streaming platform. In addition to Dong Yuhui, Dongfang Selection also has yoyo, Mingming, Dunton, and Seven.
Seven, Jesse and other anchors, they each have their own styles and characteristics, and they also have their own fan groups.
Yoyo is the second anchor selected by Dongfang, her live broadcast style is gentle and friendly, and she is good at introducing some women-related products, such as cosmetics, skin care products, clothing, etc. Her live broadcast room has more than 80 million fans, and she is a goddess-level anchor selected by Dongfang.
Obviously the third anchor selected by Dongfang, and also a senior teacher of New Oriental, his live broadcast style is humorous and funny, and he is good at introducing some cultural and education-related products, such as books, ** movies, etc. His live broadcast room has more than 60 million fans, and he is a cultural-level anchor selected by Dongfang.
Dun Dun is the fourth anchor of Oriental Selection and a cooking teacher of New Oriental, his live broadcast style is enthusiastic, and he is good at introducing some food and kitchenware-related products, such as ingredients, seasonings, pots and pans, etc. His live broadcast room has more than 40 million fans, and he is a food-level anchor selected by Dongfang.
Qiqi is the fifth anchor selected by Oriental and an English teacher of New Oriental, her live broadcast style is fresh and natural, and she is good at introducing some English learning Xi and tourism-related products, such as English courses, travel guides, travel supplies, etc. Her live broadcast room has more than 30 million fans and is an English-level anchor selected by Dongfang.
Jesse is the sixth anchor selected by Dongfang, and he is also the first teacher of New Oriental, his live broadcast style is chic and casual, and he is good at introducing some ** and musical instrument-related products, such as *** musical instruments, headphones, etc. His live broadcast room has more than 20 million fans, and he is the first-level anchor selected by Dongfang.
Through such a live broadcast room matrix, Dongfang Selection can not only cover more product categories and consumption scenarios, but also enhance its brand concept and cultural connotation. Dongfang Selection's live broadcast room matrix features knowledge delivery, which not only introduces the quality and characteristics of products, but also shares some interesting knowledge and stories, so that consumers can learn Xi and grow while shopping. The live broadcast room matrix of Oriental Selection will also regularly hold some themed activities and special live broadcasts, such as agricultural assistance, tourism, culture, education, etc., to increase interactivity and interest, and at the same time be able to spread positive energy and social value. Dongfang Selection's live broadcast room matrix will also invite some well-known guests and celebrities, such as Ni Ping, Bi Shumin, Ge Fei, etc., to have dialogues and exchanges with anchors, bringing more vision and inspiration to consumers. Through such a live broadcast room matrix, Dongfang Selection can not only enhance its brand influence, but also establish its own brand image and reputation.
Future Prospects and Challenges. Dongfang Selection's live broadcast room matrix is an innovative model with potential and prospects, but it also faces some challenges and difficulties. On the one hand, Dongfang Selection's live broadcast room matrix needs to be continuously optimized and improved to adapt to market changes and consumer needs. Oriental selection needs to carry out refined management and control in terms of product category, quality, and quality to ensure the competitiveness and attractiveness of products. Oriental Selection also needs to continue to innovate and improve the creativity, quality, and diversity of the content to ensure the attractiveness and influence of the content. Dongfang Selection also needs effective support and guidance in the training, motivation, and management of anchors to ensure the professionalism and stability of anchors.
Oriental Selection has established a live broadcast matrix