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Because Oriental Selection has placed its main marketing position on Douyin since its transformation into live broadcasting To a certain extent, Douyin’s traffic pool has fostered the smooth transformation of Oriental Selection’s phenomenal live broadcasting, and has also “watered” Oriental Selection’s success in attracting companies such as Dong Yuhui and others. The growth of top anchors. At this time, Oriental Selection chooses to build its own APP, which is undoubtedly more likely to be regarded as a "breakup". In the vernacular, "I helped you overcome difficulties and make money, but you kicked me when you got it." Therefore, this situation is inevitable There will be many twists and turns. Regardless of whether the conflict of interests escalated into a commercial struggle, it is impossible to confirm whether Dongfang Selection was pressured by Douyin.
However, one thing that may be guessed is that Dongfang Selection wants to establish itself independently, which is "driven by short -term interests" and "driven by long-term interests." ". Under the guidance of "short-term profit-driven", Oriental Selection has actually tasted a lot of sweetness after the live broadcast e-commerce, bringing considerable operating income and profits. When Douyin stopped broadcasting and started live broadcasting TG Number List on its own APP, the sales on the first day reached 17.5 million yuan, and the sales on the second day exceeded 30 million yuan. The Oriental Selection APP once ranked first on the IOS shopping list and is free. Ranked fifth on the shopping list, as of 10:30 pm on July 27, According to New Oriental's semi-annual report for fiscal year 2023, the company's total revenue from continuing and discontinued operations increased by 262.7% from 570 million yuan in the same period last year to 2.08 billion yuan; net profit increased from a net loss of 544 million yuan in the same period last year.
Net profit increased to 585 million yuan, and the gross profit margin of live broadcast e-commerce was as high as 42.5%. The huge and considerable profits are worthy of being "envy" in any industry today, but the live broadcast of sales, achieved through Douyin, means that Oriental Selection will give Douyin a corresponding "share", according to the public Douyin Sound platform mechanism, generally speaking, for orders completed with natural traffic, the platform will charge a technical service fee according to the category corresponding to the product when the payment is settled. For example, clothing, the technical service fee is 5%; for orders completed through the selected alliance, in addition to the platform charging In addition to the technical service fee, the commission to the expert also needs to be deducted. Not to mention that if the margin balance is insufficient, the withdrawal function will be frozen. In some cases of serious violations, there is also the risk of the withdrawal function being frozen. In other words, there are always risks that are not under your control. However, although relying too much on Douyin can participate in the sharing of the huge traffic pool, on the other hand, a single channel is very fragile for the development cycle of the brand . Once the channel is restricted, it will bring a devastating blow.
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發表於 11:48:19