Buying groceries while learning English...
Late last year, the private tutoring and training market for Math, English and Chinese in China was severely affected by new government regulations, forcing private education companies to find new directions while many others closed down.
One of the largest private tutoring firms New Oriental struggled with new directions, setting up dance and art class programs.
The company even started to selling food products online via Douyin live streaming under the name "Oriental Selected" which was not very successful until last month when one of their former English teachers combined the live stream sales sessions with teaching English to viewers.
His first live stream on June 10 exceeded 100,000 people in the room and rushed to the top three on the Douyin (Tiktok) sales list, making a sales of RMB 10 million (EURO. 1.4 million, according the company data) that day. The 2 days thereafter, the live stream account gained 2 million followers and the company started immediately recruiting bilingual live stream anchors to expand the new concept.
China is a market which requires demanding techniques of 𝗔𝗥𝗧 : 𝘁𝗵𝗲 𝗰𝗼𝗵𝗲𝘀𝗶𝗼𝗻 𝗼𝗳 𝗔𝗱𝗮𝗽𝘁𝗮𝘁𝗶𝗼𝗻-𝗥𝗲𝘀𝗶𝗹𝗶𝗲𝗻𝗰𝗲-𝗧𝗶𝗺𝗶𝗻𝗴. A different perspective from other consumer markets around the world.
Moreover a market with conscious and demanding consumers, appreciating quality but harshly condemning poor services and communication in any way.
Having a China business ambition ? Be prepared for a dynamic ride with new directions and horizons all the time.
Read more in Pandaily "New Oriental Education Operates Bilingual Livestream E-Commerce" :
Video sources : Video: 新东方，自娱自乐, Outlandish IG