"Headline first release, no handling, violators will be investigated" Before reading this article, you click "Follow" in the upper right corner, which is convenient for you to discuss and share, and can bring you a different sense of participation, thank you for your support!
- Source/007 of the financial community
- Author/007 of the financial world
On the day it was announced to enter Taobao Live, the stock of Oriental Selection directly rose by 10.53%.
After experiencing the shutdown of Douyin, this "indignation" and "determination" of not handing over the power of life and death to a single platform obviously made the outside world full of expectations for Oriental Selection to accelerate the layout of multiple platforms.
However, what people never expected was that after the high-profile selection of Oriental, the Taobao live broadcast debut that opened at 8 o'clock on August 29 "overturned" when it came up!
And because of this "overturn", Oriental Selection was also squatted in the live broadcast room by tens of thousands of netizens, giving a fierce sum of wool...
01, the debut of Taotao "Bugs Constantly"
This time, the oriental selection is not an ordinary priority.
Not only announced the debut time in advance, but even Yu Minhong, founder of New Oriental, and Sun Xudong (Oriental Xiaosun), CEO of Oriental Selection, personally led the team, and even warmed up many star anchors such as Dunton and YOYO in advance.
▶ Source: Oriental Selection Weibo
Of course, in order to attract consumers, Oriental Selection has not put less "temptation".
For example, it was announced that a huge red envelope subsidy would be launched in the live broadcast room on the same day, the 300 products on the whole site were the lowest prices on the whole network, and self-operated products enjoyed 88% discount on the whole site.
In short, the momentum is quite sufficient.
But what people never expected was that the first live broadcast of Oriental Selection on Taobao had frequent bugs.
The most embarrassing thing is that when the first product of the live broadcast starts in the morning, the "chaos" comes out.
At that time, YOYO introduced a box of drinking water to order 10 yuan red envelopes, but many buyers who placed orders found that they did not buy back red envelopes" and "did not immediately discount".
In order to save the scene, the operation team said that there was no problem at the beginning, but who knew that there was more and more similar feedback in the comment area, and in the end, YOYO had to reassure consumers while reminding the team to hurry up and solve the problem.
▶ Source: Daily People
And this is just one of them, the goods that were originally scheduled to subsidize 20 yuan red envelopes were shown to be reduced to 10 yuan under the preferential mechanism, but the anchor still held the "subsidy 20 yuan" sign to explain...
Of course, this is not the "most explosive" either.
What made tens of thousands of netizens squatting in the Oriental selection live broadcast room the most excited, or fiercely smacked it with a sum of wool.
The "loophole" appeared on a "self-operated tobacco potato 4.5 pounds" product, when the 88 discount to the hand price was 23.16 yuan, because of the bug, so in its live broadcast room, the order was given 25 red envelopes.
That is to say, taking a product for free is not counted, and in addition, he earned 1.84 yuan for nothing.
Although the money is not too much, it cannot hold a large amount. According to the first financial report, without the anchor speaking, this tobacco potato sold more than 20,000 orders in one hour.
If 20,000 orders are used as the benchmark, and one order is 25 yuan, then this wave of oriental selection will be "awarded" 500,000 yuan.
▶ Source: Yicai
However, it is worth praising that for this operation error, Oriental Selection did not pull the skin, according to the first financial report, this product may be shipped normally.
02. Don't want to be "kidnapped" by Douyin
Of course, although the small bugs of this Taobao debut Oriental selection are indeed not few, in fact, this is not its "exclusive".
If you often pay attention to several head live broadcasts, you should remember that when Luo Yonghao first appeared in the Taobao live broadcast room, there were also many "rollover" stories.
For example, the price of a beer link for 1 yuan has always been wrong, and in the end you have to pay consumers out of your own pocket.
For example, after the teleprompter board and the lottery procedure made mistakes one after another, Lao Luo was so angry that he directly furious: "The operation team should now report their name, time of service, and ID number to the camera, you guys are too unspeakable." ”
But fortunately, the results of this live broadcast selected by Oriental are not bad.
It is understood that within 1 hour of broadcasting, the GMV of the live broadcast room exceeded 10 million yuan, and the number of online users exceeded 2.1 million; After 10 hours of broadcasting, the GMV of the live broadcast room exceeded 100 million yuan, and the cumulative number of views exceeded 10 million.
▶ Source: Oriental Selection Weibo
Especially compared with the situation of the Oriental Selection Douyin live broadcast room for nearly 30 days, this Taobao live streaming debut can also be said to be "sold out".
According to Cicada Mother data, in the past 30 days, the average daily views of Dongfang's Douyin live broadcast room were 6.95 million, and the average daily GMV was about 10 million to 25 million.
After experiencing the turmoil of being shut down by Douyin, this report card of Taobao's debut is tantamount to making Oriental Selection's next multi-platform layout full of imagination.
Of course, in fact, no matter what the record of this debut is, from the beginning of building its own APP, the relationship with Douyin has become delicate, in fact, it is doomed that Oriental Selection will not be willing to be active on only one platform.
The deep reason behind this is both the problem of Douyin and the business ambition of Oriental to select itself.
Let's start with TikTok. As the most popular short video platform at present, there is no doubt about its large traffic, but the continuous "god-making" also means that there are huge risks and hidden dangers.
According to Karth data, more than 32% of the head accounts with more than 10 million Douyin fans are in a state of "losing fans"; The average life cycle of Douyin influencers has also shortened from 1 year in 2018 to about 3 months in 2022.
That is to say, from becoming popular to passing, now it only takes one quarter or even less. So for a commercial company, that means there's a lot of uncertainty tomorrow.
▶ Source: Oriental Selection Weibo
For Oriental Selection, it obviously wants to do more than just Internet celebrities. At the beginning, although Dong Yuhui and Dongfang Xuan became popular by relying on Douyin, as a commercial company, avoiding risks and maximizing profits is its core goal.
And after New Oriental's education and training business was affected, Yu Minhong chose to start a business in live broadcasting, and he must know what uncertainty means.
Therefore, handing over the power of life and death to a platform and letting the platform "kidnap" itself may not be accepted in a short time, but after a long time, it is impossible to continue to "compromise".
03. Touching Lao Luo across the river?
In fact, judging from the data, it is inevitable that Oriental Selection will go out of Douyin.
On August 25, Oriental Selection announced its fiscal year 2023 annual results from June 1, 2022 to May 31 this year.
The data shows that the GMV of Oriental Selection has reached 10 billion yuan, the net profit is 971 million yuan, the total number of orders has reached 136 million, and the number of self-operated products has exceeded 120.
Therefore, relying on any platform alone, there are many restrictions on the volume of its development and growth, not to mention that Oriental Selection is still deeply cultivating the industrial chain and channels.
Of course, leaving Douyin to join Taobao does not mean that the next development of Oriental Selection will be unimpeded.
▶ Source: Oriental Selection Weibo
Other than that, just the live debut of Entao seems unsustainable.
In fact, the cross-platform live broadcast of big anchors, the first data and performance are basically particularly "proof", but this result is not just based on the fame and personal charm of the big anchors.
It is also inseparable from the platform's traffic support and various red envelopes and preferential "stimuli", just like the predecessor of Oriental Selection - Luo Yonghao (including making a friend), in addition to Lao Luo's own fame, in order to hold him, the platform has not contributed less.
But despite this, with the passing of the freshness period, not only the followers are fading, but the platform also needs to constantly create "new gods" in order to gather users.
Therefore, after a period of time, the decline in traffic will also be a major obstacle to restricting anchors, and live streaming depends on traffic, once the traffic cannot keep up with the results of the goods, it can be imagined.
And so it is. According to Paidai statistics, in the third quarter of 2022, the sales of the "Make a Friend" Douyin live broadcast room were declining, with 317 million yuan, 298 million yuan, and 100 million to 250 million yuan from July to September, respectively, and the changes were very obvious.
Because of this, the "make a friend" is not only "shaking in and out", but also "shaking in and out of the east", and is doing its best to get rid of the dependence on a single platform.
Judging from the current playing style of the Oriental Selection, it seems to be touching the old Luo across the river.
However, whether this path is the optimal solution may still be marked by a big question mark.
▶ Source: Oriental Selection Weibo
The challenge is first and foremost the environment of live streaming.
According to data from Cicada Mother, in the first half of the year, the willingness of viewers to interact and stay time on Douyin's e-commerce live broadcast platform was decreasing, and the number of live broadcast likes, barrages and fans decreased by 29.6%, 18.5% and 25.0% respectively year-on-year.
So this is obviously not good news for live broadcast companies such as Oriental Selection.
Second, make a friend, although the revenue is good, but the profitability is not satisfactory.
According to the performance forecast of Make a Friend, it is expected that during the period ending June 30, 2023, the total volume of commodity transactions completed by the whole network will exceed RMB 5 billion, and the net profit in the first half of the year is expected to be no less than RMB 40 million.
Therefore, in the oriental selection of multi-platform layout, how to balance the relationship between revenue and profitability is also a major challenge that it has to face next.
Of course, the challenges faced by Oriental Selection are far more than this, and there is also a "cruel" reality - since the second quarter of this year, Oriental Selection's traffic and GMV have declined to a certain extent.
Therefore, compared with looking for users and profit increments, stabilizing the basic market can not be taken lightly.