Editor's lead: Recently, Oriental Select, as a bilingual live broadcast room under New Oriental, has attracted the attention of many netizens, and its successful operation strategy is worth learning from many e-commerce brands. In this paper, the author analyzes the case of the selection of live broadcast rooms in the East and its global management methodology. Let's learn it together. In June, Oriental Selection, as a clear stream in the live broadcast field, was broken with the popularity of Teacher Dong. It took half a year for the number of account fans to go from 0 to 965,000, and it took only 20 days to go from 965,000 to187.04 million. How does "Oriental Selection" work? What did it do right? Today, let's disassemble the FACT+ Global Management Methodology just published by Tik Tok. I. Case Background Company Name: Oriental You Xuan (Beijing) Technology Co., Ltd.; Account name: Oriental Select; Case industry: mainly agricultural products; Business channel: Tik Tok；; Case introduction: Oriental Select is a new platform for New Oriental to launch live broadcast with goods. On June 10, the bilingual live broadcast quickly exploded, which attracted the attention of the whole people. Data: According to Cicada's data, the live broadcast sales in June 18 reached 64.624 million, while the average daily sales in early June was only about 1 10,000. The number of fans also increased rapidly from only 965,000 on June 3 to18.704 million, and the number of fans increased by17.739 million in 20 days. Second, what is the fact+global management methodology of Tik Tok? In May of 20021year, Tik Tok e-commerce launched the "Factual Management Matrix", which sorted out the four major tracks of content supply for the majority of merchants through self-employment, talent matrix, theme activities and big V. With the continuous maturity of users' shopping minds, consumption scenarios have become more diversified. In order to help enterprises grasp the growth opportunities, Tik Tok e-commerce takes the long-term growth of enterprises as the core proposition and upgrades the fact management methodology in an all-round way. The details are as follows: Next, we disassemble it from three aspects: crowd strategy, domain strategy and commodity strategy. 1. "Oriental Select" crowd strategy QuestMobile data shows that the overall user portrait features are distinct: gender: female users account for nearly 70%; Age group: after 80 and 90, it will become its main audience; Cities: First-and second-tier cities account for 5 1%. Which cities are they located in? Yuemo found another table: many people in the East are in Guangdong, Jiangsu, Zhejiang, Shandong and other places. Then let's compare it with Baidu Index: Look, the selection of the East and the portraits of people in New Oriental are basically a wave of people, or these cities, which are typical college entrance examination provinces. Really responded to the fans' words, "I took classes in New Oriental when I was a child and bought goods in New Oriental when I grew up". Therefore, Yue Mo speculated that the cold start stage of Oriental selection may be spread by using the student groups of New Oriental. On the other hand, after the account operation, Tik Tok Plaza recommended that the media spread and ferment, successfully planting grass for more users, and then transforming. 7 1% of the audience in the live broadcast room came from other places-that is, the recommendation of the square (data source, Feigua, Zheshang Securities). Different from other live broadcasts, Oriental Select is more recommended by Tik Tok Traffic Square with its high-quality content, and 7 1% of the audience comes from other places, that is, the traffic square for distribution. 2. The product strategy of "Oriental Selection" is mentioned in the FACT+ global management methodology of Tik Tok, which states that businesses should provide product richness, ensure product quality, and explore new product opportunities with content insight. 1) The commodity richness is still in the early stage, and the commodity is not rich. Food and department stores account for more than 80%, and books and entertainment are also partly involved. Of course, many suppliers should take the initiative to seek cooperation now. 2) Due to nonstandard agricultural products, difficult quality control, logistics, low profit and inexperience, the quality of products cannot be fully guaranteed, such as the recent long-haired rotten peaches. 3) The solution, of course, is that the quality distribution of proprietary products is relatively more secure, so they are also developing proprietary products. Include rice, corn and durian. According to Sina Finance, Oriental Select plans to launch 5- 10 self-operated products every month and realize 100 self-operated products within one year. For example, this Thai golden pillow durian has established cooperation with the durian base of Thailand origin, and the Oriental selection of Thai golden pillow durian is produced in high-quality producing areas in eastern and southern Thailand. For example, this copy of teacher Dong's meal makes you know better: I didn't take you to see the white snow in Changbai Mountain, I didn't take you to feel the breeze blowing in the fields in October, I didn't take you to see the ears of wheat bent down like a wise man, I didn't take you to witness all this, but, dear, I can let you taste such a meal. From the perspective of product insight, visual inspection will also select products according to the needs of target users. 3. As stated in "Methodology of Tray Structure": How do they arrange products in the live broadcast room? The details are as follows: drainage: using various low-cost "maps" to drain; Main fund: At present, "buckwheat instant noodles" is the main fund, and 16.8 yuan's buckwheat noodles have sold 762,000 yuan. In the later period, the main force should still be self-operated products, which are more controllable. Besides, what does it mean when you see that small print, "Oriental Exclusive"? The exclusive plan/orientation opportunity is an exclusive promotion method reached by talents and merchants through offline communication, and the commission can be higher. (As for whether it is exclusive or directional, Yuemo has no background uncertainty, but what is certain is that the commission is definitely higher. The three ways of cooperation between experts and merchants are as follows: profit: for example, this 99.6 yuan crayfish and the steak ordered by Teacher Dong; Potential models: for example, this towel is not expensive, in order to increase the richness of categories; 4. Oriental Selection 1) What is a field strategy? The field strategy takes content management as the core, and the FACT four content management matrices guarantee the supply of high-quality content for merchants, realizing deep grass planting and efficient trading; Tik Tok mall and search form a central field, which extends the transformation field and improves the transformation efficiency; In the field of marketing, the cooperative operation of paid traffic and natural traffic broadens the openness of traffic and improves the efficiency of traffic. 2) The field strategies of vernacular translation include content field, center field and marketing field; Central areas: Do a good job in Tik Tok Mall and Tik Tok Search; It is said that in April 2022 alone, there were 6.4 billion commodity intention searches, equivalent to 200 million times a day. I don't know if this oriental selection has been done, but it will be done later. This is very important. Marketing field: not only do natural traffic, but also do some paid promotion to coordinate traffic as a whole; (this oriental selection has basically not paid the promotion fee. ) Content field: It is the factual methodology that we were familiar with last year, including self-employment, talent matrix, theme activities and big V cooperation. 3) What are the purposes of these fields? The content field enhances the content width, while the center field enhances the transformation depth. The marketing field is similar to an "amplifier", amplifying the content width and transformation depth, and realizing the product effect in the final operation force. 4) What is content width? Content width is the consumption of content. Merchants realize the effective connection between goods and users through content, which constitutes the opening of business. Reflected in the content display, that is, increasing the quantity of content and improving the high quality of content; I chose the East this time because of the content. How do they make the content width? Let's keep digging. If you want the consumption of content to be large enough to be out of the circle, the content must not be too small. Therefore, the content of Oriental selection is not only bilingual live broadcast, but also includes historical and geographical knowledge, as well as talents such as singing and allegro. In this way, I stepped out of my own differentiated style of bringing goods-the mix and match style of bringing goods+knowledge+talents, and knowledge and talents can also promote the retention and dissemination of users. 5. Specific domain strategies: account strategy, anchor strategy, live broadcast strategy and short video strategy. 1) account strategy: build a subdivided account matrix, with nearly 23 million fans in the whole network and 7.46 million fans in the anchor matrix. 2) Anchor strategy: Choose the anchor with "good English+interesting and versatile soul" and establish your own anchor matrix. Of course, the re-employment of highly educated teachers will also become a topic of communication. 3) Live broadcast strategy: Single-soldier battle+team battle cooperation, a total of 130 live broadcasts, creating a never-ending live broadcast room. 4) Short video strategy: Take live slices as the main content source of short video (such as talent show, funny slices in live broadcast, etc.). ) .5) Copywriting strategy: First of all, it is crucial to get out of the circle with a living copy. The essence of choosing a living copy in the East is considered to be * * *. For example, the copy of selling rice: take ordinary people to miss the past and feel everyday! Is it touching? You eat a lot of dishes later, but those dishes are tasteless, because every time you eat vegetables, you have to answer questions, say hello, toast, be careful, don't eat casually, and then go home, just like scrambled eggs with tomatoes, mapo tofu and even shredded potatoes. It's delicious, and the more you eat, the more comfortable you get. III. Summary 1. In terms of crowd strategy, the East chooses to locate women born in 1980s and 1990s in first-and second-tier cities. 2. In terms of goods strategy, the pallet structure is complete, and low-priced products such as maps are used to attract the post-80 s and post-90 s treasure mothers. However, due to the nonstandard agricultural products and lack of experience, although the objectivity of carrying goods is ensured by not charging merchants' pit fees, the richness and quality of goods are not so perfect, and they gradually began to make their own products in the later stage. 3. In terms of domain strategy, by positioning differentiated content, it successfully stood out in a live broadcast of ghosts crying and wolves howling. While learning English, the Book of Songs, geography, history and other knowledge, while enjoying talents and shopping, we have created a mix and match live broadcast style of "bringing goods+knowledge+talents" and successfully broke the circle through "entertaining+* * * love stories". Feeling after dismantling: Of course, you may say that it has been dismantled for a long time, and Oriental Selection is also lucky. When Lao Luo quit the net, Tik Tok lacked a head anchor and gave a lot of traffic. There is no denying that there must be official support. However, why do you support choosing the East instead of you and me? Good content: the differentiation of oriental selection is really good and powerful; There are stories, selling points and determination: the early dark period is too difficult, the transformation of new oriental teachers is difficult, and the live broadcast is also difficult. Teacher Shi Ming also said that there were very few people in the early live broadcast rooms, and they were all live broadcast families. So they insist; Tik Tok's head anchor is missing: of course, Tik Tok also lacks this high-quality differentiated content. As a result, hard-working people are seen and good content is seen. Isn't this killing two birds with one stone? If you want to be seen, please continue your efforts first. At the end of Teacher Dong's speech, when Mian Mian recited the words, Alaska cod was jumping out of the water. When you are doing math, seagulls in the South Pacific are skimming the coast; When studying at night, the polar circle of the earth is colorful; But young man, your dream needs to be realized in person, and you have to see the world in person; People you think are invisible, scenery you can't see; Will appear in your life. # Columnist # Yuemo, WeChat official account: Yuemo Channel, everyone is a product manager columnist. An old Internet operator who 1 1 year braves the wind and waves and pays attention to business operations, business operations and other B-side operations; He is good at building an operation system, involving the growth system of merchants and the refined operation system of merchants. This article was originally published by everyone as a product manager, and it is forbidden to reprint without permission. The title map comes from Unsplash and is based on CC0 protocol.