Bilingual Cosmetic Live Streaming of China English Education Company

"Oriental Selection", a subsidiary of New Oriental, a large-scale comprehensive education technology group in China, has gained 5.48 million followers on the official account of interest e-commerce platform Tik Tok China, in the past seven days. The sales of beauty products in its stores are about 10 million yuan ($1.493 million), accounting for 5.26% of the total sales, involving brands such as Estee Lauder, ANESSA, Lancome, SK-II, Zhuben, Ulike, etc.

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On June 10, Beijing time (the time of this article is Beijing time), the number of followers of Oriental Selection’s Tik Tok China accounts increased by more than 470,000, and the number of followers has risen sharply since then. On June 15, the number of fans in the live broadcast room exceeded 6 million; on June 16, the number of fans exceeded 9.42 million.

On December 28, 2021, New Oriental announced the establishment of Oriental Selection to enter live broadcast delivery. This is also a transformation route chosen by New Oriental for development after the implementation of China's "double reduction" policy on education. On the first day of the broadcast, New Oriental founder Yu Minhong personally entered the live broadcast room to sell agricultural products. According to public reports, the total sales of the Oriental Selection live broadcast room on that day was 565,100 US dollars.

In the following two months of 26 live broadcast sales, the performance of Oriental Selection was average, and the cumulative sales were only 678,500 US dollars.

Until June 9, 2022, Dong Yuhui, the former English teacher of New Oriental, made Oriental Selection quickly popular through "bilingual live broadcast" and teaching English knowledge to consumers. That night, Oriental Selection topped the Tik Tok China live streaming list at the same time.

On June 10, "New Oriental Anchor" rushed to the hot search on Weibo, a Chinese social platform, and successfully made itself known outside of the fixed circle. Subsequently, the Oriental Selection Tik Tok China account rapidly increased its followers, from 1.16 million on June 9 to 5.48 million, and then to 9.42 million on June 16 (the deadline for statistics is 12:00 on June 16).

Data shows that from June 9th to 15th, the 9 live broadcasts in the Oriental Selection live broadcast room added 160 million likes, and the average sales per game were 2.1641 million US dollars, which was 30 times that of the past half year. Since its popularity, Oriental Selection has achieved an estimated sales of $19 million in 7 days, contributing nearly 70% of the account’s sales since its launch.

Today, compared with the original agricultural products, Oriental Selection has gradually expanded its categories, from grains and oils to beauty, daily chemicals, personal care, and other fields.

According to statistics, since the launch of the broadcast, Oriental Selection has sold related beauty brand products such as Estee Lauder, ANESSA, Lancome, etc., a total of 44 SKUs, with sales of about 1.492 million US dollars, accounting for 5.26% of total sales.

Among them, the sales volume of Advanced Night Repair Synchronized Multi-Recovery Copmlex was $237,400, and the sales volume was 3,130; the sales volume of Advanced Night Repair Eye Supercharged Complex Synchronized Recovery was $282,000, and the sales volume was 4,855. However, at present, Estee Lauder's products cannot be searched on the Tik Tok China account of oriental Selection. The customer service responded that there was no stock, so it was removed from the shelves.

According to the observation from CHAILEEDO, many beauty products in the window of Oriental Selection have been sold out, but Oriental Selection has also put on the shelves some cleaning and daily chemical products, such as BlueMoon Laundry Detergent, White Cat Detergent, and other products.

Regarding whether cosmetics will continue to be put on the shelves in the future, Dongfang Selection replied: Cosmetics may not be put on shelves shortly, but cosmetics will still be put on shelves in the future.