New Oriental Education Operates Bilingual Livestream E-Commerce

According to Huitun Data, the number of viewers of “Oriental Selection,” the official livestreaming room of Chinese private tutoring institution New Oriental Education, reached 12.746 million on June 11, and the daily gross merchandise volume was 21 million yuan ($3.12 million), ranking sixth on Douyin.

On December 28, 2021, New Oriental launched the “Oriental Selection” livestreaming platform, which mainly sells agricultural products. In the early stages, the focus of public discussion was still around the output of firm founder Michael Yu’s personal views and chats with celebrities.

On June 10, Dong Yuhui, an English teacher who claimed to have taught 500,000 students in eight years, skillfully used a whiteboard to explain how to express the characteristics of the products he was selling in English. It is through this method that Dong and Oriental Selection have become popular. According to the latest data, on June 11, Oriental Selection achieved an estimated sales volume of 19.9217 million yuan, an increase of 40 times compared with the beginning of the broadcast, with 88,600 online viewers at peak.

Dong Yuhui on the live-streaming channel (Source: Sina)

During the two days of June 10 and 11, seven or eight livestreamers appeared on Oriental Selection, all of whom chose to sell products bilingually. They have different ways of selling goods, characters and looks, but they all express clearly and articulately.

The company’s founder, Michael Yu, obviously has a clear idea of livestreaming. In May, he said that there are two systems behind New Oriental Education: the first is the sales system, with the Oriental Selection as the core; the second is product system, including external products and its own product library.

Yu revealed on June 8 that the company set up a team for “New Oriental Livestreaming,” which will sell educational products, including books, learning hardware and courses.

SEE ALSO: New Oriental Education Establishes Educational Product Sales Platform

After the Chinese government’s implementation of the “Double Reduction” policy, educational enterprises in the country have been divesting their K12 businesses and transforming their models. In February of this year, Puxin Education announced that it was evaluating the business of fast food restaurants in China.