The live broadcast of New Oriental reached17.77 million in three days. Can this explain the success of the transformation of New Oriental?

After the transformation of New Oriental, the founder stepped into the field of live broadcast. 2021165438+1October 7, the first live broadcast began on; On February 28th of the same year, 65438, New Oriental launched "Oriental Selection" ... However, in the past six months, Yu's live broadcast with goods was far less "economical" than his former colleague Luo Yonghao's, until his colleague opened the "Oriental Selection" live broadcast room with goods+English teaching mode.

June 10, Dong, an English teacher who has taught 500,000 students for eight years, is introducing Wuchang Rice. Different from other anchors in the live broadcast room, Dong skillfully pulled out a whiteboard from his side when introducing the features of the product and explained how these features were expressed in English.

It is by this move that Dong and Dongfang's featured live broadcast room quickly became popular in two or three days. According to the latest data, in June 1 1 day, Oriental Select will be broadcast live 18 hours 17 minutes, and the estimated sales will reach1992.170,000 yuan, which is 40 times higher than that at the beginning of the broadcast, with the highest online population of 8.86.

"I just entered the live broadcast room and thought that New Oriental was selling classes. After reading it for a while, I found that it was selling goods, which was too high. " In the comment area of the live broadcast room, many onlookers bluntly said, "I came here for free English" and "I didn't expect to learn English with goods in the live broadcast room one day".

What is even more impressive is that in addition to teaching English by the way, Dong has changed his identity from time to time. He is a history teacher, a philosophy teacher, a Chinese teacher, a biology teacher, a geography teacher and even a talk show actor. High-level jokes, life philosophy and celebrity poems are all at his fingertips.

Of course, this is not Dong's exclusive skill. According to the observation of Zhongxin Jingwei reporter, in June 10 and 1 1, there were seven or eight anchors in the live broadcast room, all of which were "bilingual with goods" without exception. They have different ways of carrying goods, personalities and looks, but they are all clear and articulate.

A netizen who once took a class in New Oriental commented, "This is the teacher of New Oriental. He is talented and has that taste." Some netizens also commented, "Are all the live products like this?" "New Oriental has changed, but it seems that it has not completely changed." When the anchor introduced the goods in Chinese, many people even typed in the comment area, urging "speak in English!"

At the end of 20021,Yu led a group of new oriental teachers to start the transformation and join the live broadcast to bring goods. Regarding the current bilingual live broadcast fire in New Oriental, Yu said that this is a very critical transformation for teachers in New Oriental. The implication is that New Oriental has found its own methodology for live broadcast with goods.

The embryonic form of "bilingual delivery" in Dongxuan live broadcast room may date back to February. After the launch of Oriental Selection, I will occasionally select a guest in the East in addition to bringing goods in my live broadcast room. For example, on the evening of February 22nd, Yu appeared in the Oriental Selection Studio. The reporter of Zhongxin Jingwei noticed that when introducing the goods at that time, Yu would habitually pop up a few words in English.

I don't know whether Yu put forward the requirement of "bilingual teaching" for anchors from these teachers, or whether these teachers were inspired by Yu, but what is certain is that the characteristics of "bilingual teaching" in today's Oriental Selection Studio have been carried forward by these New Oriental teachers.