From obscurity to being aware of it, it took less than half a year for the Oriental selection.
At present, the number of fans in the live broadcast room once reached 23 million, and the average sales reached 19.68 million yuan. The live broadcast GMV in the past 30 days exceeded 600 million.
In the monthly live streaming list in June, Oriental Selection beats Guangdong couples with a GMV of 708 million, and makes friends and ranks first in the monthly list.
At the same time, no matter what kind of benefits and discounts there are in other live broadcast rooms, the GMVs selected by Oriental are almost in the top 10 in each live broadcast room.
"Oriental Selection" has truly become the new "number one in sales" in Douyin.
...
But have we ever thought about it
Why did Oriental Selection become popular in June?
Is it really because of the anchor’s “knowledge and goods”?
Or is it because the audience likes to be bathed in the influence of knowledge?
1. Why is it so popular?
According to Dong Yuhui, the way they brought goods before the popularity was no different from what they are now.
Even the director always thinks that Dong Yuhui’s live broadcast is not professional, and the company has spent a lot of money to learn live broadcasting to sell goods.
But in the early morning of June 9, the live broadcast room of "Oriental Selection" suddenly became popular...
Some people say it is because of Dong Yuhui's knowledge of "from Kant to Socrates", while others say it was a square frying pan that day was selling a square frying pan that was the same as his face.
Actually, it is not the case!
The sudden popularity of "Oriental Selection" may be related to the following things-
Luo Yonghao "quit the Internet"
The "True Return" that has returned 600 million in three years is about to end this year, and the protagonist of the story, Luo Yonghao, also resolutely announced that he would withdraw from the Internet and bow to the technology industry he loves.
Without Luo Yonghao's "making friends", the investment institution immediately withdrew its capital, ushering in the "pain period" after the pillar left.
Li Jiaqi disappeared on the night before 618
I thought that after Luo Yonghao retired from the circle, the remaining Li Jiaqi could be said to be "unstopped".
But he himself disappeared "inexplicably" before the mid-year e-commerce promotion, leaving passers-by and fans confused.
"The No. 1 Sister in Producing Products" is disgraced
I believe there is no need to explain the Weiya incident too much. It is called the "live streaming sales ceiling" together with Li Jiaqi, and the annual list is carried out in turn.
After Viya touched the red line, the trend of the entire live streaming sales industry suddenly tightened, and the industry structure changed.
The education industry earthquake
Under the "double reduction" policy, the education and training industry has undergone earth-shaking changes.
New Oriental closed most of its business, and fully refunded tuition fees, fully compensated the salaries of resigned employees, and donated more than 80,000 sets of teaching equipment for free, which laid an ultimate reputation for the company.
...
Two of the above four things are related to the rules of the live broadcast industry and one is related to policy regulation, but in any case, Oriental Selection has taken advantage of the east wind.
On the other hand, these events are all issues in the industry track.
2. The track is fundamental
E-commerce people who are deeply engaged in the business world must know that no matter how powerful they are in marketing products and operating companies, they cannot beat the times.
Choosing the right track is very important.
On its official website, Oriental Selection was marked as "the only agricultural product brand under New Oriental, committed to becoming the creator of China's high-quality agricultural products."
As for the three words "agricultural products", I believe everyone has heard of them in relevant reports in recent years.
In February this year, the country issued the "Opinions on Doing a Good Job in Key Work on Comprehensively Promoting Rural Revitalization in 2022". Live broadcast of helping farmers is a natural result in encouraging public welfare and helping farmers.
Last year, Alibaba and Tencent each invested 100 billion yuan to launch a common prosperity plan, including actions such as promoting agricultural industrialization and promoting equalization of urban and rural digital life.
In addition, in recent years, the self-confidence of our people has become increasingly strong. Faced with "criticism" from any angle, the people are "hard and good at fighting."
Since the Xinjiang Cotton and Misty Eyes incident, some netizens have begun to boycott brands such as Adidas and Nike . In 2021, Adidas' revenue in Greater China fell by 20%.
During the same period, Anta and Li Ning's annual revenue increased by 38.9% and 56.1% respectively, Anta surpassed Adidas China and became the second pole after Nike China.
With Hongxing Erke donating money to the disaster area, the national pride in the hearts of the people was ignited.
A "domestic product style" has swept through today, and the term "domestic product" has become the core demand of today's consumers.
Data source Douyin E-commerce & Arithmetic E-commerce Research Institute
(Accounted for the 56-page full version report at the end of the article)
According to the "2021 Douyin E-commerce Domestic Product Development Annual Report"
In 2021, the volume of Douyin e-commerce transactions continues to rise
Sales of domestic brands increased by 667% year-on-year
80% of the brands selling over 100 million on the platform are domestic brands
Domestic brands account for more than 90% of the hot products list
Among them, clothing ranks third in sales in domestic products
Sales volume rose 411%
Oriental Selection is very consistent with the above development path. After the big fire, it has deepened its self-operated brand "Oriental Selection" and built New Oriental into an agricultural platform.
Oriental Selection after self-operation is similar to retail channel models such as Walmart, Carrefour, JD.com, and Taobao.
This type of model helps companies explore more space for selling goods, constantly find more supply chains upstream, and consolidate their share in the market.
Only in this way can we help New Oriental realize its long-term development vision.
3. Long-termism is the kingly way
We have seen generations of internet celebrities who have been surfing the Internet for many years. In this era of rapid "creating gods" and faster renewal, there are very few evergreen trees.
"Student Zhang" who was once reported by CCTV sold 3.42 million products within 3 hours. Compared with its nearly 20 million followers, this data can be said to be completely splashed.
When anti-fraud police officer Lao Chen lost his halo, he only gave more than 100,000 likes of the short drama he carefully filmed, and was even accused of doing indecent actions when he was connected to the anchor.
“顶流”健身教练刘畊宏，随着多地疫情防控措施的调整，在6月初抖音粉丝增量出现负增长。
These former "top stars" are no longer as brilliant as before.
After all, they did not seize the opportunity and did not move forward in the direction of long-termism.
To enter long-termism, it must be included in a track suitable for long-term development.
Take domestic products as an example. With the development of society and the improvement of national status, national self-confidence will become increasingly powerful, and there will be great future in the future.
Douyin E-commerce recently released a report on the "2022 Douyin E-commerce Consumption and Content Trends " , which mentioned the top topic of China's trend in 2021.
In the "Report", merchants also subdivide users' preferences for various trends , helping merchants accurately grasp the consumption and content trends in 2022.
This 56-page report, which contains the official marketing calendar of Douyin, is worth one for every merchant!
Report collection entrance
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