Oriental Selection joins Taobao: Dong Yuhui is not on board, the first show brought in 175 million yuan in sales but it is not broadcast daily?

Oriental Selection 's first show on Taobao attracted much attention, and its live broadcast results were very impressive. This article details the revenue of Oriental Selection's live broadcast, the reasons behind it, and its relationship with Douyin. I hope it will be helpful to you.

The GMV of a single game reached 175 million, the total number of transaction orders exceeded 1.58 million, and the number of fans in the live broadcast room increased to 2 million... This is the report card of Oriental Selection's first show on Taobao.

On the morning of August 29, Oriental Selection officially started broadcasting on Taobao and continued until the evening. Executives Yu Minhong and Sun Xudong not only visited the live broadcast room, but also wore chef uniforms to compete in cooking skills in the live broadcast room.

Although it is nothing new for leading institutions and anchors to broadcast across platforms, Oriental Selection’s entry into Taobao Live is still attracting much attention.

On the one hand, as a live streaming IP that grew out of the Douyin ecosystem, the cross-platform broadcasting of Oriental Selection means further loosening of ties between leading institutions and platforms; on the other hand, this is also an inevitable choice for live streaming e-commerce companies in the face of intensified industry competition and the search for new growth.

1. The first show brought in 175 million yuan

Yu Minhong, who once said in his personal public account that "it is nonsense for Oriental Selection to move from Douyin to Tmall", still led Oriental Selection to Taobao.

On August 29, Oriental Selection's Taobao live broadcast was launched by anchor YOYO, followed by New Oriental founder Yu Minhong, Oriental Selection CEO Sun Dongxu and anchor Dun Dun. The live broadcast continued the consistent content style of Oriental Selection, and Yu Minhong and Sun Dongxu also had a cooking competition.

In this live broadcast, in addition to the highlight of Yu Minhong and Sun Dongxu's cooking competition, Oriental Selection also featured "12% off on all self-operated products."

Unlike most of the top anchors who chose to start broadcasting in the evening after joining Taobao, Oriental Selection’s first show started at 8 a.m., and was jokingly called the "Oriental Study Room" by netizens: they started reading as soon as they joined Taobao, and the time was comparable to morning self-study.

The live broadcast will last from 8 am to 12 pm on the same day, selling more than 200 products including Wuliangye, Shanghai Disney tickets and hotels, Dyson hair dryers, etc.

One hour after the Oriental Selection went on air, sales in the live broadcast room exceeded 10 million yuan, and the number of online users exceeded 2.1 million ; after three and a half hours of live broadcast, more than 8 million people flocked to the live broadcast room; after 10 hours of live broadcast, sales in the live broadcast room exceeded 100 million yuan.

Among the 222 products on the shelves, 135 were self-operated products of Dongfang Zhenxuan, accounting for 60.8%. In the live broadcast room that day, Dongfang Zhenxuan launched two new products: self-operated snail rice noodle and upgraded mooncake.

According to official data, in Oriental Selection’s first Taobao live broadcast, there were 39 products with sales exceeding one million yuan, and its self-operated products occupied the top three places on the sales list that day.

In the end, the total transaction volume of this live broadcast reached 175 million yuan, the total number of transaction orders exceeded 1.58 million, and the number of fans in the live broadcast room increased by more than 1 million to nearly 2 million.

In the live broadcast room, Yu Minhong gave a relatively high evaluation of the cross-platform live broadcast and revealed the subsequent plans: he will come often in the future, but will not broadcast daily for the time being.

2. Why is it attracting so much attention?

In fact, since September 2022, there have been rumors about the relationship between Oriental Selection and Taobao Live.

Especially after the rumors of Oriental Selection being restricted by Douyin, Oriental Selection launching an independent APP and broadcasting on its platform, and the recent incident of Oriental Selection's Douyin self-operated store being blocked for 3 days due to violations, the discussion about Oriental Selection's entry into Taobao has become increasingly heated. (Details review: After almost a year of "rumors", Oriental Selection finally "entered Taobao", further loosening its ties with Douyin? )

Shortly after the Douyin ban, Oriental Selection officially announced the news of its premiere on Taobao. After that, it not only released multiple previews, but also launched two preview live broadcasts on Taobao to build momentum for its premiere. As soon as the official announcement of its entry into Taobao came out, Oriental Selection’s stock price continued to rise for several consecutive days.

Before Oriental Selection, Luo Yonghao, who was once the "number one influencer" on Douyin, served as the representative anchor of Make Friends and launched the agency's first Taobao show.

In addition, leading e-commerce institutions such as Yaowang have also successively entered Taobao Live. It can be said that it has become the norm for leading institutions to deploy multiple platforms.

However, the late Oriental Selection still attracted much attention, mainly for two reasons:

On the one hand, as mentioned above, there are disputes between Dongfang Zhenxuan and Douyin regarding traffic and rules, and more people believe that the former is restricted by the latter. Although this kind of game between institutions and platforms is common, Dongfang Zhenxuan has also taken a step that many institutions have never tried - launching its own app and broadcasting on it.

But when it comes to operating its own app, Oriental Selection still has a long way to go.

New Broadcasting Field noticed that Dongfang Zhenxuan recently launched a three-day member store event live broadcast on its own app, and the number of online viewers for the first live broadcast was only a hundred. Together with several other live broadcast rooms on the platform, the number of users watching the live broadcast on the Dongfang Zhenxuan App during the same period was no more than a thousand.

Therefore, when the attempt to operate its own app has not yet yielded any results, Oriental Selection’s other “escape” initiatives have become the focus of attention.

On the other hand, from the perspective of the multi-platform layout of these leading institutions, everyone is discussing the competition between Douyin and Taobao Live. Taking the Taobao live broadcast of Oriental Selection as an example, some people compared it with the performance of Douyin in live streaming sales.

According to data from Guoji Feigua, the average sales of Dongfang Zhenxuan’s Douyin live broadcast room in the past 180 days was 10-25 million yuan, and the number of viewers was 7.352 million.

Now, Oriental Selection’s debut has won 175 million yuan, but whether it will reach its peak on the debut depends on its subsequent operations and development.

3. Can you live without TikTok?

Whether broadcasting on its own app or starting live streaming on Taobao to sell goods, Oriental Selection, which is always in the spotlight, always carries the "Tik Tok" label that cannot be torn off.

Since becoming popular with the help of Douyin's live broadcast room in mid-June 2022, the total number of fans of Oriental Selection and related matrix accounts on Douyin has exceeded 41.8 million.

According to the financial report, from June 1 last year to May 31 this year, Dongfang Zhenxuan's annual GMV reached 10 billion yuan, net profit was 971 million yuan, and the total number of orders reached 136 million. During this period, Dongfang Zhenxuan almost only did live streaming on Douyin.

It can be said that Douyin is the base camp of Dongfang Zhenxuan's e-commerce live broadcast. Therefore, for Dongfang Zhenxuan, it is not only difficult to give up Douyin in a short period of time, but also necessary to continue to invest in Douyin in order to maintain the basic market and seek growth possibilities.

As for Douyin, although Oriental Selection is a leading live streaming platform for selling goods and a benchmark case of going out of the circle since 2022, it is not a super-head existence like Li Jiaqi to Taobao and Simba to Kuaishou, so it is difficult for the two parties to have a deep binding situation.

This means crisis but also freedom for Dongfang Zhenxuan. Therefore, Dongfang Zhenxuan can make new attempts and layouts in its own App and Taobao Live, and seek overall growth potential from new platforms and scenarios.

If they really want to escape from Douyin, the only possibility for Dongfang Zhenxuan at this stage is to rely on the most well-known Dong Yuhui to try and switch to other platforms for regular live broadcasts. However, Dong Yuhui did not appear in this Taobao debut, and Dongfang Zhenxuan has not yet started daily broadcasts on Taobao.

In addition to the factors related to the platform, for Dongfang Zhenxuan, the human resources of the e-commerce live broadcast team is also one of the problems to be solved.

Xinbochang learned from an industry insider that there are many former Qianxun team members in the Taobao live broadcast team of Dongfang Zhenxuan. Dongfang Zhenxuan was originally a member of New Oriental, and the integration with external professional e-commerce members is also one of the factors affecting the layout and expansion of the organization.

Nowadays, the competition in the entire live e-commerce industry is becoming increasingly fierce. From the competition among anchors to the competition among supply chains, and now to the competition among multiple platforms, the pain points facing the leading live e-commerce companies are still how to find new growth and how to build their own moats.

The "bilingual live broadcast" and "content-based live broadcast" that Oriental Selection is famous for will inevitably require more new stories after they can no longer continue to bring in more new growth.

What kind of Oriental Selection will emerge after Taobao opens up a new battlefield? It remains to be seen.

Author: Aligu

Source: WeChat official account: "New Broadcasting Field"