Their Secret Sales Weapons? LanguageLessons
绝世营销武器-外语课程？
新东方老师当主播卖东西，边卖边秀英文。这是最近直播加教育的新mashup。双减政策一出（“double reduction” policy），培训机构（tutoring company，导师，培训，辅导）纷纷倒下，很多培训老师失业或被迫转行。新东方作为培训机构曾经的佼佼者（one of the best），它的转型(transformation)如何呢？
“If you want to listen to English, I canspeak English all the time,” livestreamer（主播）Dong Yuhui（董宇辉） said in English, trying to sell an encyclopedia (百科全书) . “It enriches my knowledge and expands my horizons【拓宽视野】,” he told his online audience.
The 29-year-old former English teacher wentviral (病毒一样传染) last week in a mashup（混搭） of a shopping channel and anEnglish lesson. He’s the first breakout (突围) star forNew Oriental , the English tutoring (家教) company tryingtoreinvent(重塑) itselfasanagricultural marketing company in the wake of【在……之后，紧跟】 a crackdown (镇压) on after-school tutoring.
董老师混搭直播上了热搜，他也改变了人们对直播带货的刻板印象。
Dong gave the struggling company its bestweek since starting its pivot (枢轴，转型) in December. Thehashtag（# 话题标签） “NewOriental (新东方) livestreamer” drew（吸引）over 190 million views on social microblogging site Weibo, and thecompany’s account on Douyin, the Chinese version of TikTok, tripled itsfollower count from 1 million to 3 million over the weekend. The favorableattention boosted the company’s stock, which doubled from the day before Dong’sstream to 9.6 Hong Kong dollars ($1.18) as of Tuesday afternoon, reaching itshighest price since June 2021, while about 75% down from an August (八月) 2020 peak of around 40 HKD.
随即股市大涨，播放量激增。drew a lot of netizens吸引大量网民。
“The transformation of New Oriental isworth taking seriously,” said Wu Jingcao, a chief analyst at SinolinkSecurities(国金证券). “But it’s too early to tell how successful their livestreamingbusiness will be, even after the buzz (时尚) thebilingual (双语) shows have brought them. We’ll need tocontinue observing their revenues, profits, and GMVs（GrossMerchandise Volume网站的成交金额）and then come up with ourjudgment,” he told Sixth Tone.
金融专家持续观察，看看这种现象是昙花，还是迎来来新的春天。
New Oriental, a tutoring company turnedonline vegetable marketer (卖家) , has scored alivestreaming hit（达到直播量最高 ） when it triedoffering free English lessons while pitching（推销）productson livestreams.
New Oriental Education and Technology Group(新东方教育科技集团) isone of China’s earliest and largest private education providers. After thecentral government announced the “double reduction” policy to ease theburden on students and their families in July 2021, restricting most out-of-schooltutoring and limiting prices on what was left, New Oriental ended classesfor students from kindergarten through high school. Late last year, Yuannounced that the company would pivot (转型去做) toselling agricultural products online.
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