once gained a lot of "rich and famous" products due to the Oriental Screening "Small Essay" incident, but it still pressed the pause button nine months later.
Recently, Gaotu Jiapin announced to major fan groups that it will temporarily stop broadcasting, and the resumption time is to be determined. All products in the Douyin live broadcast room and WeChat mini program mall window have been cleared. ’s Douyin live broadcast dynamics will stay at the Mid-Autumn Festival special live broadcast from September 4th to September 5th. As of press time, the number of fans in Gaotu Jiapin’s live broadcast room is 2.448 million.
In addition to the main account of Gaotu Jiapin, the new accounts "Gaotu Jiapin Beautiful Life" and "Gaotu Jiapin Mommy's Gang" opened at the beginning of this year have also been suspended recently, and "Gaotu Jiapin Happy Growth" (formerly Gaotu Jiapin) Tujiapinzhenshihui) is still in operation. The live broadcast lasted nearly four hours on September 10, with a maximum number of viewers of 83,000. The live broadcast sales were 25,000-50,000, and there are still 742 products on sale. As of press time, the account has 526,000 followers.
Average sales in the past 30 days range from 100,000 to 250,000
Gaotu Jiapin is an e-commerce live broadcast room owned by Gaotu. Gaotu's official WeChat public account shows that Gaotu's predecessor was "GSX". It was founded in June 2014 under the leadership of Chen Xiangdong. The team members are mainly composed of core technical backbones from education and training institutions such as New Oriental and Internet companies such as Baidu and Alibaba. composition.
The popularity of the Gaotu live broadcast room is related to the "little essay" incident in Oriental Selection. In December last year, the editor of Oriental Selection said that most of Dong Yuhui's "small compositions" were written by a team of copywriters rather than the creation of one person, causing dissatisfaction among Dong Yuhui's fans. After that, fans entered the live broadcast room of a competing product, Gaotu Jiapin, demanding to "catch the wealth that is pouring from the sky." Gaotu, who also switched from the education and training industry to live broadcasting to bring goods, accidentally "picked up the leak" and became popular, gaining 280,000 followers in two days. On the evening of December 11 last year, a total of 600,000 people flocked to the "Gaotu Jiapin" live broadcast room, while the popularity of the live broadcast room the day before was only 27,000.
Gaotu Jiapin’s previous live broadcast screenshot
According to The Paper, at that time, Gaotu founder, chairman and CEO Chen Xiangdong said in an interview, “Oriental Selection and Gaotu are completely different companies and cannot be compared. "
Chen Xiangdong said at the time that when Gaotu was listed, the top ten teachers once accounted for nearly 40% of the company's revenue. If the teachers were good enough, why would they leave? If they really left, they would have to congratulate them. Gaotu has worked hard for more than a year to practice basic skills. Each employee is personally selected and hopes to "seize" opportunities when faced with them.
At that time, Chen Xiangdong predicted that even after the popularity passed, the Gaotu live broadcast room would not return to its previous state of only a dozen or so people online. "With so many fans, we only need to do the basics well, and it will become a live broadcast room." "
Feigua data shows that Gaotu Jiapin Live Broadcast Room has 32 live broadcasts in the past 30 days (August 12-September 10), with an average of 10.9 viewers. million, the total live broadcast sales are 2.5 million to 5 million, and the average sales of per game are 100,000 to 250,000. In contrast, the average number of viewers of Oriental Selection in the past 30 days was 7.6 million, with the highest number of viewers reaching 38.214 million, and the total live broadcast sales exceeded 100 million.
Spending money lavishly
According to the 21st Century Business Herald, in the second quarter of this year, Gaotu’s losses were shocking, with a net loss of 430 million yuan, a year-on-year increase of 864.9%. This is also Gaotu’s fourth consecutive quarter of losses.
What rises faster than operating costs is operating expenses. In the second quarter of this year, Gaotu's total operating expenses reached 1.16 billion yuan, exceeding operating income and increasing 144% year-on-year.
Under the current economic situation, such radical investment is unusual in the entire industry.
Among them, marketing expenses were 840 million yuan, a year-on-year increase of 158%; research and development expenses were 160 million yuan, a year-on-year increase of 65%; management expenses were 160 million yuan, a year-on-year increase of 209%.
In the online education marketing war before the "double reduction", Gaotu passively fought but dared to "burn money". At most, its marketing expenses in a single quarter exceeded 2.2 billion yuan, which was higher than its operating income. Chen Xiangdong himself thought it was "abnormal" upon reflection afterwards.
Now, perhaps seeing the strong demand for k12 business, Gaotu decided to invest in acquiring customers first, thereby gaining a first-mover advantage. Not only Gaotu, but also New Oriental and TAL have increased investment in the past two quarters, and even opened more stores than originally planned, which is driven by the market. once gained a lot of "rich and famous" products due to the Oriental Screening "Small Essay" incident, but it still pressed the pause button nine months later. Recently, Gaotu Jiapin announced to major fan groups that it will temporarily stop broadcasting, and the resumption time is to be determined. All products in the Douyin live broadcast room and WeChat mini program mall window have been cleared. ’s Douyin live broadcast dynamics will stay at the Mid-Autumn Festival special live broadcast from September 4th to September 5th. As of press time, the number of fans in Gaotu Jiapin’s live broadcast room is 2.448 million. In addition to the main account of Gaotu Jiapin, the new accounts "Gaotu Jiapin Beautiful Life" and "Gaotu Jiapin Mommy's Gang" opened at the beginning of this year have also been suspended recently, and "Gaotu Jiapin Happy Growth" (formerly Gaotu Jiapin) Tujiapinzhenshihui) is still in operation. The live broadcast lasted nearly four hours on September 10, with a maximum number of viewers of 83,000. The live broadcast sales were 25,000-50,000, and there are still 742 products on sale. As of press time, the account has 526,000 followers. Average sales in the past 30 days range from 100,000 to 250,000 Gaotu Jiapin is an e-commerce live broadcast room owned by Gaotu. Gaotu's official WeChat public account shows that Gaotu's predecessor was "GSX". It was founded in June 2014 under the leadership of Chen Xiangdong. The team members are mainly composed of core technical backbones from education and training institutions such as New Oriental and Internet companies such as Baidu and Alibaba. composition. The popularity of the Gaotu live broadcast room is related to the "little essay" incident in Oriental Selection. In December last year, the editor of Oriental Selection said that most of Dong Yuhui's "small compositions" were written by a team of copywriters rather than the creation of one person, causing dissatisfaction among Dong Yuhui's fans. After that, fans entered the live broadcast room of a competing product, Gaotu Jiapin, demanding to "catch the wealth that is pouring from the sky." Gaotu, who also switched from the education and training industry to live broadcasting to bring goods, accidentally "picked up the leak" and became popular, gaining 280,000 followers in two days. On the evening of December 11 last year, a total of 600,000 people flocked to the "Gaotu Jiapin" live broadcast room, while the popularity of the live broadcast room the day before was only 27,000. Gaotu Jiapin’s previous live broadcast screenshot According to The Paper, at that time, Gaotu founder, chairman and CEO Chen Xiangdong said in an interview, “Oriental Selection and Gaotu are completely different companies and cannot be compared. " Chen Xiangdong said at the time that when Gaotu was listed, the top ten teachers once accounted for nearly 40% of the company's revenue. If the teachers were good enough, why would they leave? If they really left, they would have to congratulate them. Gaotu has worked hard for more than a year to practice basic skills. Each employee is personally selected and hopes to "seize" opportunities when faced with them. At that time, Chen Xiangdong predicted that even after the popularity passed, the Gaotu live broadcast room would not return to its previous state of only a dozen or so people online. "With so many fans, we only need to do the basics well, and it will become a live broadcast room." " Feigua data shows that Gaotu Jiapin Live Broadcast Room has 32 live broadcasts in the past 30 days (August 12-September 10), with an average of 10.9 viewers. million, the total live broadcast sales are 2.5 million to 5 million, and the average sales of per game are 100,000 to 250,000. In contrast, the average number of viewers of Oriental Selection in the past 30 days was 7.6 million, with the highest number of viewers reaching 38.214 million, and the total live broadcast sales exceeded 100 million. Spending money lavishly According to the 21st Century Business Herald, in the second quarter of this year, Gaotu’s losses were shocking, with a net loss of 430 million yuan, a year-on-year increase of 864.9%. This is also Gaotu’s fourth consecutive quarter of losses. What rises faster than operating costs is operating expenses. In the second quarter of this year, Gaotu's total operating expenses reached 1.16 billion yuan, exceeding operating income and increasing 144% year-on-year. Under the current economic situation, such radical investment is unusual in the entire industry. Among them, marketing expenses were 840 million yuan, a year-on-year increase of 158%; research and development expenses were 160 million yuan, a year-on-year increase of 65%; management expenses were 160 million yuan, a year-on-year increase of 209%. In the online education marketing war before the "double reduction", Gaotu passively fought but dared to "burn money". At most, its marketing expenses in a single quarter exceeded 2.2 billion yuan, which was higher than its operating income. Chen Xiangdong himself thought it was "abnormal" upon reflection afterwards. Now, perhaps seeing the strong demand for k12 business, Gaotu decided to invest in acquiring customers first, thereby gaining a first-mover advantage. Not only Gaotu, but also New Oriental and TAL have increased investment in the past two quarters, and even opened more stores than originally planned, which is driven by the market. editor | He Xiaotao Du Hengfeng proofreading | Cheng Peng Daily Economic News Comprehensive The Paper News, 21st Century Economic Report, Interface News, etc. Daily Economic News
-
-
-
-
-
-
-
-
-
-