China’s most famous teacher-turned-livestreamer has set up shop on Alibaba Group’s e-commerce platform Taobao, as China’s internet giants compete by bringing in popular influencers to attract customers in a saturated market. I set up.
New Oriental Educational Technology Group’s live streaming brand “Dongfang Shinxia”, led by former teacher Yu Minghong, debuted on Taobao Live on Tuesday and sold more than 100 million yuan (US$13 million) worth of products in the first 12 hours. . According to a post on the brand’s Weibo account.
Alibaba owns the South China Morning Post.
Do you have questions about the biggest topics and trends from around the world? Find your answers with SCMP Knowledge. SCMP Knowledge is a new platform of curated content with explainers, FAQs, analyzes and infographics brought to you by our award-winning team.
Until mid-2021, New Oriental was China’s leading cram school, but the Chinese government’s sudden crackdown on tutoring for after-school children forced the company to shift its focus.
Dong Yuhui, who was one of New Oriental’s English teachers, joined the company’s newly formed e-commerce livestreaming team and began promoting various products on TikTok’s Chinese sibling Douyin.
Viewers soon became captivated by Don’s unique pitching style, as he recited poems and English phrases and provided musical accompaniment while trying to sell books, hotpot, steak, shrimp, and more.
During their debut livestream on Taobao, Dong, Yu and others promoted a variety of products including smartphones, skin care, makeup, shoes, and home decor. Their live streaming channel, which started operating at 8 a.m. Tuesday, had gained 1 million followers by 5 p.m., Dongfangzhenxuan said.
Touhou Shingen’s launch on Taobao marks one of the most important steps to diversify its reach. Earlier this month, the brand held its first live streaming session on Tencent Holdings’ WeChat.
This comes after Douyin blocked Dongfangzhenxuan from streaming on the app for three days in July for violating the platform’s rules. According to data provided by research firm Hyakukan, the brand’s Douyin traffic has been on the decline since before the incident, with the number of viewers in May dropping 30% from the previous month.
Toho Seigen ended up holding a sales event on its own app during the same month.
Yu Minghong (left) and Dong Yuhui (right) livestream on Douyin, the Chinese version of ByteDance’s TikTok. Photo: Handout alt=Yu Minhong (left) and Dong Yuhui (right) live his streaming on his Douyin on ByteDance, TikTok’s Chinese sibling app. Photo: Handout>
Although Douyin remains Dongfang Zhenxuan’s largest traffic source and a popular sales channel for fresh produce, snacks, and local specialties, [the brand’s] Standalone apps and their [debut on] “Taobao Live highlights its reduced dependence on Douyin,” Huafu Securities’ Tuesday research report said.
Taobao Live and Douyin compete with Kuaishou Technology, another major player in China’s live streaming e-commerce market. Taobao Live lost two of its top livestreaming influencers, Viya and Zhu Chenhui, to the government’s tax crackdown, but is cultivating new stars to diversify its traffic pool.
However, Dongfangzhenxuan’s Taobao debut was not without its problems. A computer bug caused customers to receive his 25 yuan rebate on his 23 yuan product, leading to thousands of users placing orders. As soon as the company discovered the loophole, the product was delisted, local media reported.
This article originally appeared in the South China Morning Post (SCMP), the most authoritative news organization on China and Asia for more than a century. For more stories from SCMP, explore the SCMP app or visit SCMP on Facebook. twitter page. Copyright © 2023 South China Morning Post Publishers Ltd. All rights reserved.
Copyright (c) 2023. South China Morning Post Publishers Ltd. All rights reserved.