Dongfang Zhenxuan’s first Taobao show had a GMV of over 100 million! I don’t want to just be a live broadcast room!

Oriental Selection launched its first live broadcast on Taobao, with impressive data. This article details the current status of the live broadcast, the operational thinking behind it, and its impact on Oriental Selection. I hope it will be helpful to you.

After Oriental Selection launched regular live broadcasts on its own app, on August 29, 2023, Oriental Selection launched its first all-day live broadcast on Taobao.

Moreover, the sales data is very impressive. The number of people in the live broadcast room exceeds 100,000+, the cumulative number of viewers exceeds 10 million, the sales of many products exceed 10,000 orders, and the GMV exceeds 100 million.

Previously, when Oriental Selection live-streamed on its own app, it caused quite a bit of controversy.

Everyone is saying that Oriental Selection is undoubtedly courting death by competing with TikTok.

Indeed, during the days when Douyin banned the live broadcast of Oriental Selection’s own account, the live broadcast traffic of Oriental Selection’s other accounts was also affected.

However, Oriental Selection still showed its strength on its own app. In the four days of its live broadcast debut, the download volume of the Oriental Selection app sppstroe alone exceeded 300,000, and sales exceeded 100 million.

And this time, Oriental Selection is cooperating with Taobao so blatantly. Will it trigger Douyin's traffic limit again?

1. Will Douyin limit traffic?

Douyin definitely wants to control it, after all, Douyin wants loyal users and sales.

According to the latest financial report of Oriental Zhenxuan, the total merchandise transaction volume (GMV) of Oriental Zhenxuan's live e-commerce business reached RMB 10 billion in fiscal year 2023, and the total paid orders reached 136 million, of which Douyin definitely accounted for the vast majority.

In addition, Oriental Selection currently has more than 40 million fans on Douyin, of which there must be over 10 million paying members.

We have to admit that Tik Tok played a huge role in the development of Oriental Selection, but we cannot completely say that Oriental Selection is useless.

After all, to some extent, many aspects such as anchors and supply chain cannot be solved by traffic alone, and so far, Oriental Selection is still the top player in Douyin in terms of strict quality selection.

But it is impossible for you to say that TikTok will just ignore it.

There will definitely be an impact on traffic, but it will not be completely restricted or completely banned.

On the one hand, Oriental Selection has not made any mistakes, and the country has anti-monopoly precedents. On the other hand, other brand players are watching what Douyin does in the face of public opinion.

2. Oriental Selection does not want to be just a live broadcast room

Many people think that Oriental Selection cannot have its own app and cannot sell its services to other platforms for live streaming.

Essentially, it is because everyone’s understanding of Oriental Selection is limited to it being a live broadcast room and an account.

However, Oriental Selection does not define itself as an internet celebrity, a live broadcast room, or an account.

The first level of understanding is that Oriental Selection should be a brand, a brand with many products and quality assurance.

It may be Li Ning, it may be KFC, or it may be Three Squirrels, so it can be sold offline, on Taobao, on Douyin, on Kuaishou, or on its own mini-programs and apps.

Therefore, the decision on which platform to sell and in what order to sell on the platforms is determined by Oriental Selection, not the platform.

3. All platforms are sales channels

If you think of Oriental Selection as a brand rather than a live broadcast room, then you will understand.

Douyin is just a platform for the rise of Oriental Selection, a very large traffic channel.

At the same time, Kuaishou, Taobao, JD.com, Video Account, and Xiaohongshu are also sales channels with traffic, so it is not ruled out that Oriental Selection will do live streaming to sell goods on Kuaishou, Video Account, and Xiaohongshu in the future.

What Oriental Selection needs to think about is which channel is better and suitable for long-term cultivation.

You can also see from the stock price of Dongfang Zhenxuan why the stock price rose instead of falling after Dongfang Zhenxuan started broadcasting on its own app and Taobao, because one more channel means more sales.

So we can even imagine more boldly. Combining the current membership system and self-developed products of Oriental Selection, will Oriental Selection open offline physical stores in the future?

For example, Oriental Selection Supermarkets may not be opened in large numbers, but there may be a few large complexes in mainstream cities, and it may even acquire some small offline chain supermarket brands in the future.

4. Oriental Selection is still a supply chain

Do you think Oriental Selection has really not considered the consequences of broadcasting on other platforms?

Similarly, do you think Oriental Selection really just wants to do live streaming to sell goods?

If live streaming is no longer popular in the future, and if Douyin really bans its account, what will happen to Dongfang Zhenxuan? Will it stop live streaming?

In fact, Oriental Selection gave the answer when it was first established.

Oriental Selection positions itself as a high-quality agricultural product platform. At the same time, Oriental Selection is also producing its own self-operated products. Currently, there are at least a hundred of them, and perhaps in the future there will be five hundred, one thousand or even more.

So even if Oriental Selection stops live streaming in the future, perhaps Oriental Selection’s own products will still appear in the live streaming rooms of other anchors, and in offline supermarkets and convenience stores.

Therefore, there is no need to be surprised in the future why a certain anchor is selling Oriental Selection’s own sausages, Oriental Selection’s milk, beef, shrimps, etc., because it is a product that all anchors and channels can sell and earn commissions.

As long as users recognize the product of Oriental Selection and its quality and service, it will always have a market. Ultimately, it has nothing to do with the platform or Dong Yuhui, but only with the product itself.

Indeed, looking at the entire domestic food and department store market, most brands are from other countries, and Oriental Selection also has such an opportunity and mission.

So everyone, please treat Oriental Selection as a brand and a supply chain, and you can look forward to or understand many of its future business behaviors.

Author: Village Chief, Source WeChat Official Account: Shili Village