Recently, Oriental Selection disclosed its interim results report for fiscal year 2024. In the six months of the reporting period, the company's total revenue exceeded 2.7 billion yuan, and the total transaction volume of live streaming goods reached 5.7 billion yuan. Dong Yuhui's new account "Walking with Hui" hit a record of over 1 on the first day of broadcasting500 million yuan in product sales. With the boom of Dongfang Selection's live broadcast business, many A-share corporate products have also entered its live broadcast room or become Dongfang Selection's partners.
*: Photo.com"Walking with Hui" launched on the first day of broadcasting, with sales exceeding 1500 million yuan to explore more possibilities
On January 24, Oriental Selection (01797.)HK) disclosed its interim results for fiscal year 2024 (June to November 2023), and the company achieved total operating income of 279.5 billion yuan, a year-on-year increase of 344% and adjusted net income of 50.9 billion yuan, down 57 percent year-on-year4%。During the reporting period, the revenue of Dongfang Selection's self-operated products and live broadcast e-commerce business increased by 36% year-on-year6% to 24100 million yuan. This part of the revenue accounted for 86% of the company's total revenue2%, becoming the company's main revenue-generating business.
According to the disclosure, the total number of Dongfang's self-operated products and live broadcast e-commerce team reached 1,587 people, including 643 people in the ** chain and product team. During the reporting period, Dongfang Selection paid a GMV (commodity turnover) of 5.7 billion yuan for live streaming, including all sales channel data such as Douyin, ** and Dongfang Selection's own app. Among them, the Douyin channel occupies an important share. As of November 30, 2023, Dongfang has selected 45.8 million followers on Douyin, and the number of paid orders on Douyin is 59.6 million.
According to the financial report, at the end of the reporting period, the number of self-operated products selected by Dongfang exceeded 264, and the self-operated products achieved a revenue of about 1.9 billion yuan. Self-operated products include fresh food, juice, coffee, tea, bedding, etc. It is reported that Dongfang Selection will continue to expand its product catalog in the future, expand new categories and live broadcast themes. In the future, the company will also increase investment in the first chain at the factory level.
In terms of warehousing and logistics, Dongfang Selection will upgrade its warehousing capacity, and add additional warehouses in Qingdao, Kunshan and Xinjiang to expand the warehouse network, so as to achieve more than 99% domestic coverage of normal temperature delivery and more than 97% domestic coverage of cold chain delivery. The company has cooperated with SF Express and JD Logistics to establish a warehouse network in Beijing, Xi'an, Guangzhou, Tianjin, Shanghai, Hangzhou, Nanjing and other regions to achieve express delivery on the same day and the next morning nationwide.
In addition, on December 22, 2023, Youhui Peer (Beijing) Technology***, which is 100% controlled by Dongfang Selection, was officially established, and the legal representative of the company is Dong Yuhui.
On January 9, 2024, Dong Yuhui's new account "Walking with Hui" will be broadcast on Douyin. From the perspective of total transaction volume, the product sales of "Walking with Hui" exceeded 1 on the first day of broadcasting500 million yuan. According to reports, "Walking with Hui" will explore more possibilities in books, culture and tourism while practicing the idea of helping agricultural products sell.
It is worth mentioning that on December 28, 2021, the Dongfang Selection live streaming platform was launched. On December 28, 2022, the number of Dongfang Selection accounts increased from 1 to 6, the total number of fans exceeded 36 million, and 52 self-operated products were launched, with a total sales volume of 18.25 million. On March 14, 2023, New Oriental Technology Holdings*** was officially renamed Oriental Selection Holdings*** New Oriental *** abbreviation was also renamed as today's Oriental Selection.
As far as live streaming is concerned, although Dongfang Selection has not been introduced for a long time, "Dongfang Selection" and "Walking with Hui" are currently the head platforms of the live broadcast industry.
A number of A-share company products entered the "Oriental Selection" live broadcast room
With the boom of Dongfang Selection's live streaming business, its A-share partners have also increased.
Taihu Lake Snow (838262BJ) is the head merchant of the silk quilt segment. On the channel operation side, the company expands public domain traffic, cultivates private domain traffic, and accelerates the integration of online and offline development through the form of ** number and short **. Among them, the company added Dongfang Preferred (Beijing) Technology ***, that is, Dongfang Selection) as its silk quilt chain service provider, and created products such as "10 grams of wild warm quilts" and "national color mountains and rivers mulberry silk quilts" for head traffic platforms such as Dongfang Selection. Taihu Snow's report for the third quarter of 2023 shows that Dongfang Selection is the company's top five customers. From January to September 2023, Dongfang Selection achieved a sales amount of 1564300,000 yuan, accounting for 4% of the company's revenue in the first three quarters51%。
Ao Jiahua (002614SZ) is mainly engaged in health products including health massage (massage chairs, massage small electrical appliances), healthy environment (fresh air system, air purifier) and so on. In terms of channel operation, while consolidating its position in the traditional e-commerce market, the company focused on developing Douyin channels, and while insisting on self-broadcasting in the field of live broadcasting, it also chose to cooperate with head anchors such as Dongfang Selection.
Quanjude (002186SZ) disclosed that the company's hand-sliced roast duck products achieved good sales in the activities of Oriental Selection in Beijing. The company will continue to increase the sales of Quanjude series products, ** online and offline channels to do a good job in the sales of Chinese New Year's Eve rice and other pre-made dishes.
Qingdao Food (001219.)SZ) is mainly engaged in the research and development, production and sales of snack foods such as biscuits and peanut butter, and the company's main products include calcium milk biscuits under the "Qingshi" brand, leisure biscuits under the "Qingshi" brand and peanut butter under the "Haiyou" brand. The company and Oriental Selection and other live broadcasts jointly promote the company's new national tide products, and carry out diversified publicity of the company's brand from the perspective of cultural inheritance.
Sanquan Foods (002216SZ) disclosed that the company has recently cooperated with Dongfang Selection for many times, and the sales drive effect is remarkable, and the company will continue to increase the frequency of cooperation with the head anchors and star anchors on various platforms.
Chengde Lulu (000848SZ) disclosed on the investor interactive platform that the company's products debuted on the premiere of "Walking with Hui", and at the same time, it is also cooperating with Dongfang Selection.
In addition to the above-mentioned companies, the publishing field has also "gone out of the circle" with the help of the "Oriental Selection" and "Walking with Hui" e-commerce live broadcast platforms.
Reader Media (603999.)SH) While developing its main publishing business, it is also actively exploring diversified businesses such as new ** and brand development, and exploring the e-commerce live broadcast format. In the first half of 2023, Reader Media organized a total of 97 days and 262 live broadcasts, with a total of more than 2.82 million people. Among them, the "New Oriental Live Room" was jointly broadcast live with the "Reader" series of products, and the Oriental selection team was a guest in the "Reader" live broadcast room to further achieve a new breakthrough in live broadcasting.
New Classics (603096SH) launched a new version of Yu Hua's two works, "The Seventh Day" and "Shouting in the Drizzle", in 2023, and the company organized relevant marketing and promotional activities around the works with partners such as Douyin and Dongfang Selection. It is understood that at present, in the Dongfang Selection Douyin live broadcast room, books from the new classic official *** include "The Sea of Life", "Alive", "Secret Calculation" and so on.
Guomai culture (301052SZ) developed and launched the second part of writer Tsai Chongda's "Hometown Trilogy" "Destiny" in September 2022, which was selected for the "Oriental Selection" live broadcast room, and sold 350,000 copies in just a few months.
In addition, it was observed that Gujing Gongjiu (000596SZ), Wuliangye (000858SZ), Lao Bai Dry Wine (600559SH) and other liquor brand products have also appeared in the product window of Dongfang Selection's Douyin live broadcast room, and the live broadcast ecology is hot.