(Original title: Dongfangxuan’s Douyin store was closed for 3 days, and the reason was found! But its own APP became popular, with a daily transaction volume exceeding 30 million, and the stock price soared by 10%!)
Recently, the topic of “Dongfang Selection’s Douyin self-operated product store was closed for three days” has sparked heated discussions. What is the reason?
According to a report by The Paper on July 28, the reporter exclusively learned from people familiar with the matter that Dongfang Selection’s anchor was explaining the list of ingredients. Because there was a QR code on the package, the camera could not be avoided, and it was indeed judged by Douyin to drain and close the store.
In this regard, Dongfang Selection is actively rectifying internally.
According to the lecture video obtained by the reporter on the morning of the 26th, the anchor in the self-operated product live broadcast room of Dongfang Selection showed that the anchor did reveal the relevant QR code when explaining the ingredient list of the self-operated product.
However, it is worth noting that the data disclosed by Dongfang Selection on the 27th showed that the daily transaction volume exceeded 30 million yuan on the second day of the 15% discount on the self-operated products of Dongfang Selection APP.
As of press time, Oriental Selection (HK1797) rose more than 10% to HK$33.3, with a market value of HK$33.77 billion.
The live broadcast was shut down, Dongfang Selection: APP 15% off!
It is understood that on the afternoon of July 26, the Douyin live broadcast room of “Oriental Selection’s self-operated products” issued a suspension notice saying: “Due to the requirements of the rules, from the 26th to the 29th, the Dongfang Selection’s self-operated product stores and the Dongfang Selection’s self-operated products live broadcast Temporary suspension of business for 3 days.”
That night, Dongfang Selection’s official WeChat account announced that it would start broadcasting on the App. The CEO of Dongfang Selection said in the live broadcast that the closure of the Douyin store was an unexpected situation. In order not to affect the customer’s consumption experience, the company temporarily decided to conduct a 15% discount promotion on the App.
On the evening of the 26th, Dongfang Selected CEO Dongfang Xiaosun and its anchor live broadcasted on the App, recommending and explaining self-operated products to netizens. The live broadcast room has more than 26,000 people online at the same time.
The official of Dongfang Selection said that on the evening of the 26th, the sales of APP self-operated products exceeded 10 million yuan, and the sales of various self-operated products such as roast sausage, white shrimp, chicken breast, toast, pizza, flat peaches, eggs, etc. all exceeded 10,000 orders.
Regarding the reason for the big promotion of the App’s self-operated products, Dongfang Xiaosun said in the live broadcast that it was “very sudden”. He said that after knowing that the small yellow car was suddenly towed away in the afternoon, the self-operated products could not be sold for three consecutive days. In order not to affect the customer’s consumption experience, the company temporarily decided to conduct a 15% discount promotion on the App. Users can contact customer service to make up the price difference.
Yu Minhong: Dongfang Selection needs Douyin, and Douyin also needs Dongfang Selection
It is understood that Dongfangxuan launched its own app in August this year, and opened the live broadcast function for the first time in July this year. The download volume of the app once broke into the Top 10 of the IOS shopping list. As of July 4 this year, the Oriental Selection app had been downloaded 1.08 million times.
After creating its own APP, there have been doubts from time to time about Dongfang Selection breaking away from Douyin to “stand on its own”.
On the evening of July 9, Yu Minhong, the founder of New Oriental, responded to this in a live broadcast, saying that the relationship between Oriental Selection and Douyin is very good. The relationship between each other is mutual achievement and cooperation, and it is also a relationship of dependence. Dongfang Selection needs Douyin, and Douyin also needs Dongfang Selection. Creating one’s own platform is a normal aggressive behavior of the company, so please don’t over-interpret it.
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2023-07-28 04:31:00
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