英语新闻丨新东方直播“文化带货”火出圈，网友：我顺便复习了否定前缀

新东方直播“文化带货”火出圈，网友：我顺便复习了否定前缀

Embattled education training company New Oriental began trending on China's social media platforms recently, after its teachers started livestreaming the selling of agricultural products, books and daily necessities using both Chinese and English.       

近日，“新东方主播”、“新东方在线股价暴涨”等话题登上新浪热搜，让曾陷入困境的新东方再次回到人们的视野中央。话题下，曾经的新东方老师们化身主播，用流利的中英双语直播带货销售农产品、书籍和日用品。

Anchors on the Douyin livestream channel Dongfang Zhenxuan, meaning Oriental Select, combine useful English phrases with the selling of products, such as providing the English translation of the product and commonly used sentences.

在抖音带货时，从新东方教培转行的老师会为观众讲解产品的英语名以及背后小知识，有时还会用英语翻译古诗词。

The anchors' excellent pronunciation and grammar have garnered the channel an enthusiastic fan base and attracted millions of views. The knowledgeable and oftentimes amusing approach to selling products have led to netizens posting comments such as "It's a good way to spend money where you get a product and also some extra knowledge".

新东方主播们出色的发音和流利的语法为该频道赢得了热情的粉丝群，并吸引了数百万的观看次数。主播们渊博的知识，以及有趣的产品销售方式令网友们不禁感慨：“在这个直播间不仅能买到产品，还能额外学到知识。”

New Oriental used to be a tutoring titan in the domestic market, but faced the massive challenge of transforming its business model after authorities tightened up the management of off-campus tutoring in July, 2021.

自去年“双减”后，教育培训行业迎来危机。以新东方为首的教育股大跌，教培公司面临严峻的转型压力。

The company's founder, Yu Minhong, said in a letter to the company's employees on June 1 that the firm has experienced great difficulty in its fiscal year of 2022, when the company's market value plummeted by 90 percent and its employees decreased to 50,000 from the previous 110,000.

6月1日，新东方创始人俞敏洪在给员工的信中表示，公司在2022财年经历了巨大的困难，公司市值暴跌90%，员工人数从之前的11万人减少到了5万人。

"However, we've planned our new services in accordance with the government's policy. We've also set up Dongfang Zhenxuan, which has grown to be an important platform for selling produce and daily supplies," he said in the letter.

他在信中说：“然而，我们已经按照政策规划了新的企业方向，进入直播电商行业并建立‘东方甄选’，它已经成为销售农产品和日常用品的重要平台。”

Xiong Bingqi, director of 21st Century Education Research Institute, said that he is not surprised that New Oriental went viral online as it has a strong online marketing capability. Its bilingual livestreams bring new experience to viewers.

21世纪教育研究院院长熊丙奇表示，新东方在网络直播蹿红并不奇怪，因为其拥有强大的网络营销能力，双语直播为观众带来了新体验。

However, he said that he has a "wait-and-see" attitude toward the future development of the company's livestreaming, as most livestream shoppers want to buy "cheap and cheerful" bargains.

然而他表示，对“教师带货”持观望态度，因为大多数看直播购物的人们都想购买“便宜又称心”的特价商品。

anchor

英[ˈæŋkə(r)]；美[ˈæŋkər]

n.锚；支柱，靠山；节目主持人

v.抛锚，使停泊；使固定，扎根；主持

plummeted

英[ˈplʌmɪt]；美[ˈplʌmɪt]

vi.垂直落下；骤然跌落

bilingual

英[ˌbaɪˈlɪŋɡwəl]；美[ˌbaɪˈlɪŋɡwəl]

adj.双语的，两种语言的，能说两种语言的