【新译Z世代】No.44 直播间里的新东方

最近，新东方又火了，凭借双语直播带货在抖音爆火出圈，究竟为何大家都疯狂痴迷于新东方的直播间而无法自拔呢？新东方是否能真正起死回生？去年12月28日，“东方甄选”直播间上线，俞敏洪提出新东方转型直播带货，并身先士卒，在“俞敏洪”和“东方甄选”两个直播间同步开启直播带货。15颗的礼盒装富平苹果售价128元，8斤稻花香大米售268元，2斤装的丹东红颜草莓178元……奔着俞敏洪口碑来的的网友们纷纷表示“选品太高端”“根本吃不起”。俞敏洪的首次直播带货以约460.4万销售额草草收场，与“俞敏洪”同台打擂的“东方甄选”拿下了121.9万的成绩。

Recently, the New Oriental has been on fire again, bursting out of the ring with its bilingual live streams on Tik Tok, so why exactly is everyone so crazy obsessed with the New Oriental's live streams that they can't help themselves? Can the New Oriental really come back from the dead? On December 28th last year, the "Oriental Selection" live stream was launched, and Yu Minhong proposed that New Oriental transform itself into a live streamer. A 15-piece gift box of Fuping apples was priced at 128 yuan, 8 catties of Daohuaxiang rice at 268 yuan, and 2 catties of Dandong Hongyan strawberries at 178 yuan. ...... Netizens who came for Yu Minhong's word-of-mouth said "the selection is too high-end! "The first time I saw you, I was able to get a good deal. The first live broadcast of Yu Minhong's goods ended haphazardly with about 4.604 million in sales, while the "Oriental Selection" that fought with "Yu Minhong" took 1.129 million in results.

数据显示，随后的半年，东方甄选直播间的单日GMV也只是在这个水平线上下波动，爆火前的实时观看人数也没有明显起伏。然而努力也不是毫无成效，直播间粉丝数量开始缓慢增长。从开播当日的6.2万上升到6月初的100万，10号“双语带货”出圈之后，东方甄选直播间三天涨粉200万，截至发稿，粉丝数量达到360万。

The data shows that for the next six months, the single-day GMV of the Eastern Selection live stream only fluctuated below this level, and the number of real-time viewers before the explosion did not rise and fall significantly. Yet the effort was not without success, as the number of live-streaming fans began to grow slowly. From 62,000 on the opening day of the broadcast to 1 million in early June, after the 10th "bilingual with goods" out of the circle, the Oriental Selection live broadcast room rose 2 million fans in three days, as of writing, the number of fans reached 3.6 million.

东方甄选中最出圈的主播要属自嘲自己是“兵马俑脸”的董宇辉，出生于陕西农村、教书八年的董宇辉，原本是新东方在线高三英语名师，在去年新东方内部转岗中转入了刚刚成立的MCN部门，经过层层筛选和三个月的主播培训走进了东方甄选的直播间。良好的知识储备，加上妙语连珠的讲解，网友甚至在评论区替俞敏洪担心，“小心被李诞挖走”。从苏轼苏辙的兄弟情聊到康德“头顶的星空和心中的道德法则”，从“小麦驯化了人类”到张口就来的双语介绍，新东方老师曾经的拿手绝活在直播间有了新的用武之地。

Dong Yuhui, who was born in rural Shaanxi province and has been teaching for eight years, was originally a senior English teacher at New Oriental Online, and was transferred to the newly established MCN department during an internal transfer last year. He was selected for the live broadcast. With a good knowledge base, coupled with a brilliant explanation, netizens even worried for Yu Minhong in the comment section, "Be careful of being poached by Li Dan". From the brotherly love of Su Shi and Su Zhe to Kant's "the starry sky above and the moral law in his heart", from "wheat has domesticated mankind" to the bilingual introduction, the New Oriental teacher's former skills have found a new place in the live broadcast.

有了知识的氛围加成，网友花起钱来毫不手软。10日，东方甄选直播销量19.8万件，直播销售总额1534.3万元。11日，“东方甄选”的直播热度再创新高，观看人数达1274.6万，GMV达到2100.43万元，在抖音平台带货榜排名第6位。热闹的直播间只是新东方转型落地的第一步，新奇的双语直播氛围之外，商品、供应链、售后服务等一系列更难的功课还需要快速补齐，整体来看，东方甄选距离成为名副其实的带货顶流还有很长的一段路要走。

On the 10th day, the live broadcast of "Oriental Selection" sold 198,000 pieces, with total live sales of 15.343 million RMB. 11 days later, the live broadcast of "Oriental Selection" reached a new record high, with 12.746 million viewers and a GMV of 21.043 million RMB, ranking 6th on the Jieyin The platform ranked 6th in the list of goods brought. The lively live broadcast room is only the first step in the transformation of the new East, outside of the novel bilingual live atmosphere, a series of more difficult homework such as commodities, supply chain and after-sales service still need to be quickly completed.

时至今日，我们依旧无法确定，人们进入新东方的直播间，是为了达成学习英语或者听幽默段子的目的。在对谈的多个东方甄选的消费者之中，更多人对于东方甄选直播间的概念，在于某一时刻的情绪的匹配。其中引发此次新东方直播间破圈的著名金句“你背单词时，阿拉斯加的鳕鱼正跃出水面；你算数学时，太平洋彼岸的海鸥振翅掠过城市上空;你晚自习时，极图中的夜空散漫了五彩斑斓。但是少年，梦要你亲自实现，世界你要亲自去看。”其实是新东方多年励志品牌形象下衍生出的名言。

To this day, we still cannot be sure that people enter New Oriental's live streams for the purpose of learning English or listening to humorous segments. Among the many Oriental Select consumers we spoke to, more people's idea of an Oriental Select live stream is to match the mood of a particular moment. One of the famous golden lines that triggered the breaking of the circle in this New Oriental Live Streaming Room is "When you are memorising words, the cod fish in Alaska is jumping out of the water; when you are doing maths, the seagulls on the other side of the Pacific Ocean are winging their way over the city; when you are studying at night, the night sky in the polar chart is scattered with colourful splashes. But teenager, dreams have to be realised by you, and the world has to be seen by you." In fact, it is a famous quote derived from the New Oriental's inspirational brand image over the years.

俞敏洪介绍东方甄选背后有两套体系：一套是以东方甄选直播平台为核心的销售体系，未来要扩大成综合销售体系；二是新东方的产品体系，包括外部产品体系和自有产品库，未来会有东方甄选品牌的农产品出现，还会进行品类扩充，如家居用品等。而新东方这一套方法论与直播带货其实关系不大，更多的是新东方多年线下教学时用到的方法论。在经济学家滕泰的论述中曾有这样的表达。在教育行业中，教师的专业素质、个人魅力和教学方式往往是吸引和激励学生的重要因素，因此我们不可能对教学内容和方式进行模式化地管理，让教师千人一面。新东方的成功，正是由于早期自由宽松的教学管理模式培养出来的俞敏洪、徐小平、罗永浩等有个人魅力的专家。

Yu Minhong introduced two systems behind Oriental Selection: one is a sales system with the Oriental Selection live streaming platform as the core, to be expanded into a comprehensive sales system in the future; the second is the New Oriental product system, including external product system and its own product library, the future will be the emergence of the Oriental Selection brand of agricultural products, and will also carry out category expansion, such as household products. And this set of methodology of New Oriental is actually not much related to live-streaming with goods, but more of a methodology used by New Oriental when teaching offline for many years. This has been expressed in the discourse of economist Teng Tai. In the education industry, a teacher's professionalism, personal charisma and teaching style are often important factors in attracting and motivating students, so it is impossible to model the content and style of teaching in such a way that teachers are one-size-fits-all. The success of the New Oriental is due to the free and relaxed teaching management model of the early years, which produced experts with personal charisma such as Yu Minhong, Xu Xiaoping and Luo Yonghao.

而今天东方甄选的成功，更像是个人魅力的再次成功，而非所谓兴趣电商的成功。而这样改变的发生也非一蹴而就。丰富专业的选品团队构建了抖音直播间隐形的壁垒，面对专业的竞争对手，以及更为成熟的团队，理论上新东方需要从头搭建团队优势，俞敏洪IP的力量也要进入新的“开发期”。

The success of Eastern Selection today is more of a personal charm success than a so-called hobby e-commerce success. And such a change did not happen overnight. The rich and professional selection team has built an invisible barrier in the Jitterbug live stream, and in the face of professional competitors and more mature teams, theoretically New Oriental needs to build its team advantage from scratch, and the power of Yu Minhong's IP has to enter a new "development period".

事实上，当双语与励志、幽默演讲加入之后，竞争的维度在不经意间转换了方向。新东方当年在线下素质教育理念，被完美地复制进了直播间，就像当年打败传统培训机构一样，开启了新维度的竞争。这样一套方法论，从形式和结果来看，更像是快手一直宣扬的信任电商。新东方让人们找回了那个《中国合伙人》中帮助无数学子成功留学的新东方形象，在此信任的和巨大情绪价值的助推之下，消费的发生就成为自然而然的事。

In fact, when bilingualism was added to inspirational and humorous speeches, the dimension of competition inadvertently switched direction. The New Oriental's offline quality education philosophy back then was perfectly replicated into the live stream, just as it had been when it beat traditional training institutions, opening up a new dimension of competition. Such a methodology, in terms of form and results, is more like the trust in e-commerce that Racer has been preaching. New Oriental brings back the image of the New Oriental that helped countless students succeed in their studies in China Partner, and with this trust and huge emotional value fuelling it, it becomes natural for consumption to happen.

尽管东方甄选的爆火短时间仍无法弥补新东方主营业务的颓势，但从长远来看，已经完成直播带货从0到1的新东方确实可以喘一口气。截至发稿，东方甄选的直播间依旧热闹，3万+的人气，持续飙升中。而同一时间，前新东方老师罗永浩却宣布创业离开直播江湖，专注创业领域。同一时间，两个身上刻满新东方印记的标签式人物，似乎隔空完成了一次“关于新东方”的交棒。“东方甄选”的实验成功后，如何拉动除新东方在线之外的包含数万员工新东方原有业务重回正轨，可能是新东方和俞敏洪需要思考的下一步方向。

Although the explosion of Oriental Selection still can't make up for the decline of New Oriental's main business in the short term, in the long run, New Oriental, which has completed its live-streaming from 0 to 1, can indeed take a breather. As of this writing, the live stream of Oriental Selection is still buzzing with 30,000+ people and continues to soar in popularity. While at the same time, former New Oriental teacher Luo Yonghao announced his venture to leave the live-streaming jungle and focus on the field of entrepreneurship. At the same time, the two labeled characters, whose bodies are engraved with the seal of New Oriental, seem to have completed a "about New Oriental" baton handover across the air. After the success of the "Oriental Selection" experiment, how to pull the original business of New Oriental, which includes tens of thousands of employees in addition to New Oriental Online, back on track may be the next step that New Oriental and Yu Minhong need to think about.