"What do you say about the original cut steak? Originalcutting. How do you say you want the steak to be cooked? You can tell me: mediumwell..." while watching the live broadcast shopping, while learning English, the former New Oriental teacher turned into a host and introduced fruits, vegetables, beef chops, seafood and other products in both Chinese and English in the live broadcast room. With a new way of bilingual delivery, New Oriental online's live broadcast brand "Oriental selection" has become a popular social platform. "The teachers seem to have changed careers, but they don't; New Oriental seems to have changed, but they don't." With long-term content accumulation and continuous mode exploration, New Oriental seems to have found a correct way in live broadcasting and is meeting a leap forward growth since the transformation. Oriental selects bilingual anchor with a monthly salary of 50000 On June 14, Dongfang selected and released a recruitment notice to urgently hire bilingual anchor, English anchor, Tiktok customer service, short video editor, operation director and other talents. Among them, the salary of bilingual anchor is the most eye-catching. According to the information about boss direct employment, the salary of bilingual anchor selected by Dongfang is 50000 to 60000 yuan per month. The requirements for this position are not simple. The reporter saw that the Oriental selection requires candidates to inspire and guide the audience with potential shopping needs to complete the purchase process; Guide the audience to pay attention to the live broadcasting room, achieve the pulverization index, and cooperate with the short video shooting work. In addition, according to the recruitment information, the salary of English anchor is 25000 to 35000 yuan a month, 14 months a year; The monthly salary of food anchor, Tiktok anchor, agricultural product anchor and delivery teacher also reached 20000 to 40000 yuan. The market value once fell by 90%, and New Oriental, which laid off 60000 employees, recruited people with great fanfare? Behind the astonishment of the market is the overnight explosion of the selection of live broadcast goods by the East. "The price of steak is 299 yuan, 12pieces of steak, 12 pieces of steak..." one of the widely circulated videos is that dongyuhui, a former New Oriental high school English teacher, holds a whiteboard and explains the steak in Chinese and English while writing English words and phrases on the whiteboard, driving the rapid popularity of the whole direct broadcasting room. The live broadcast on June 10 ranked 8th on the microblog hot search list. In the evening of the same day, with YuMinHong logging into the live broadcasting room, the number of people in the live broadcasting room exceeded 100000, and rushed to the top three on the list of audio tape goods. According to the data disclosed by Dongfang selection, on June 10, the Gmv in the live room exceeded 10 million yuan, and the number of new fans reached 320000. From June 10 to June 12, Oriental selected 2million new fans. "This Oriental selection has been partially affirmed by everyone. It is just a beginning. It is an unintentional combination of previous English teaching and selling." YuMinHong responded. Dongyuhui, the anchor who was quickly recognized by many netizens, also lamented on his Tiktok that "New Oriental has been transformed for six months and finally seen by everyone". Teaching and training reshuffle forced New Oriental to turn around The birth of Oriental selection is inseparable from the "big reshuffle" of the education and training industry. On december28,2021, New Oriental announced the establishment of Oriental selection to enter the live broadcast with goods, which is also a transformation route chosen by New Oriental to seek development after the implementation of the "double reduction" policy. YuMinHong went to the battle in person, brought agricultural products, and won a turnover of nearly 5million yuan for the first time. However, LuoYongHao, who is also an entrepreneur and a former teacher of New Oriental, made his first show with goods with sales of 110million yuan. In the following two months, there were 26 live broadcasts with goods. The performance of Oriental selection was once very poor, with a cumulative sales of only 4.5476 million yuan. The market value of New Oriental will drop by 90% in 2021, and the operating revenue will decrease by 80%. The transformation is imminent. "I didn't sell a single in the morning, and no one saw it in the studio." Yoyo, the anchor of Oriental selection, described the Oriental selection at that time as a "baseboard live studio". Everything comes to him who waits. After months of exploration, Dongfang selection gradually found its own traffic password. "A honey peach, in Mr. Dong's words, is a spring and the moon, a wind through the canyon, and a midsummer night's dream. This style of painting instantly stood out from the live broadcasting rooms." Ms. Bai, a citizen, told the reporter that the interesting soul and a large amount of knowledge extension of the "teacher anchor" made her willing to take the initiative to "listen to classes" in the live broadcasting room and select "passionate orders" for the East. "It made me feel like I was going back to the day when I had a New Oriental English class near Huangzhuang, Haidian more than ten years ago. The children also watched the live broadcast with me.". Success or failure of the model tests supply chain management The popularity of bilingual live broadcast with goods has also led New Oriental to make a comeback in the capital market. Hong Kong shares of New Oriental online rose by more than 330% this month. Yesterday alone, the share price of New Oriental online rose by more than 100%. "The popularity of Oriental selection is not entirely accidental. The key to live broadcast of agricultural products is to solve the supply chain and selection." Ni Mo (a pseudonym), vice president of a large short video KOL trading platform, told the reporter that from the current selection and prices selected by Dongfang, it is likely that the new supply chain has been switched, and the customer unit price has decreased significantly. "Compared with other categories, the competition of live broadcast of agricultural products is not so fierce at present." Ni Mo said that the main customer groups selected by Dongfang are still families with relatively high education level. Recently, the transaction volume has soared, indicating that its model has been recognized by the market. However, it should be noted that the gross profit margin of fresh agricultural products is limited, the logistics pressure is high, and the loss rate is high. Once the freshness and feelings of the "teacher anchor" are lost, the live broadcasting room still needs to compete with the product quality, supply chain and flow operation, and return to the same track as other direct broadcasting rooms of agricultural products. However, New Oriental is not entirely betting on live broadcasting of agricultural products. The reporter noted that recently, YuMinHong set up a "New Oriental Live Room" team to promote new Oriental educational products and books, intelligent software and hardware learning devices, and cultural and educational products. At the same time, New Oriental told reporters that live broadcasting is a business with good development momentum at present, but it does not mean that live broadcasting is all its work. Under the trend of cross-border transformation of the education and training industry, can the "bilingual delivery" path of New Oriental become a replicable "template" for the transformation of other enterprises? In this regard, chuzhaohui, a researcher of the Chinese Academy of Educational Sciences, said that New Oriental has the uniqueness of an enterprise, and the resources, personnel quality and other conditions of various education and training enterprises are very different, so it is impossible to completely copy New Oriental for live broadcasting. "In fact, the transformation of the discipline education industry is not only the transformation at the enterprise level, but also the transformation of the practitioners in the education industry. Few of them can succeed." (Xinhua News Agency)