New Oriental teachers trending online by selling in both Chinese and English

新东方教师中英文双卖火爆网络

Embattled education training company New Oriental began trending on China's social media platforms recently, after its teachers started livestreaming the selling of agricultural products, books and daily necessities using both Chinese and English.陷入困境的教育培训公司新东方最近开始在中国社交媒体平台上走红，此前其教师开始使用中英文直播销售农产品、书籍和日用品。

Anchors on the Douyin livestream channel Dongfang Zhenxuan, meaning Oriental Select, combine useful English phrases with the selling of products, such as providing the English translation of the product and commonly used sentences. 抖音直播频道东方甄选的主播，东方甄选，将有用的英语短语与产品的销售相结合，例如提供产品的英文翻译和常用句子

The anchors' excellent pronunciation and grammar have garnered the channel an enthusiastic fan base and attracted millions of views. 主播出色的发音和语法为该频道赢得了热情的粉丝群，并吸引了数百万的观看次数。

The knowledgeable and oftentimes amusing approach to selling products have led to netizens posting comments such as "It's a good way to spend money where you get a product and also some extra knowledge".知识渊博且经常很有趣的产品销售方式导致网民发表评论，例如“在获得产品和额外知识的地方花钱是一种好方法”。

The latest figures from Economic View, a financial media outlet of China News Service, show that the Dongfang Zhenxuan Douyin account had 1.57 million new followers in three days from Friday. 中新社财经媒体经济观察的最新数据显示，从周五开始，东方真炫抖音账号在三天内新增粉丝157万。

The account has over 3.37 million followers in total. Its sales volume was 17.7 million yuan ($2.64 million) over the same three days.该帐户共有超过 337 万粉丝。其在同一三天内的销售额为人民币 1770 万元（合 264 万美元）。

New Oriental used to be a tutoring titan in the domestic market, but faced the massive challenge of transforming its business model after authorities tightened up the management of off-campus tutoring in July, 2021. 新东方曾经是国内市场的补习巨头，但在2021年7月当局收紧校外补习管理后，面临转变商业模式的巨大挑战。

The company's founder, Yu Minhong, said in a letter to the company's employees on June 1 that the firm has experienced great difficulty in its fiscal year of 2022, when the company's market value plummeted by 90 percent and its employees decreased to 50,000 from the previous 110,000. 公司创始人俞敏洪6月1日在致公司员工的信中表示，公司在2022财年遇到了很大的困难，当时公司市值暴跌90%，员工人数从去年的 11万减少到5万人。

"However, we've planned our new services in accordance with the government's policy. “但是，我们根据政府的政策规划了我们的新服务。

We've also set up Dongfang Zhenxuan, which has grown to be an important platform for selling produce and daily supplies," he said in the letter.我们还设立了东方甄选，该平台已发展成为销售农产品和日常用品的重要平台。”

"It's quite an innovation and I am interested to see the livestreams," said Liu Minyi, a 28-year-old follower of Dongfang Zhenxuan.东方甄选 28 岁的追随者刘敏义说：“这是一个相当大的创新，我有兴趣看直播。

"I swiped the video on Douyin on Friday, in which the anchors are teaching the difference between shrimp, prawn and crayfish when selling these aquatic products. I followed them that day and watched their livestreaming show the last two nights." “我周五在抖音上刷了视频，主播在卖这些水产品时正在教虾和小龙虾的区别。我那天跟着他们，最后两晚看了他们的直播。”

She said the anchors not only teach English, but also philosophy when selling books. "They are quite knowledgeable, and it's still worthwhile to listen to their talks even if you don't buy anything."她说，主播们不仅教英语，卖书的时候也教哲学。 “他们知识渊博，即使你什么都不买，听听他们的谈话还是值得的。

Xiong Bingqi, director of 21st Century Education Research Institute, said in an interview with Seashell Finance, a finance media outlet of Beijing News, that he is not surprised that New Oriental went viral online as it has a strong online marketing capability. Its bilingual livestreams bring new experience to viewers.21世纪教育研究院院长熊秉奇在接受新京报财经媒体贝壳财经采访时表示，新东方网络营销能力强，火爆网络并不意外。其双语直播为观众带来全新体验。

However, he said that he has a "wait-and-see" attitude toward the future development of the company's livestreaming, as most livestream shoppers want to buy "cheap and cheerful" bargains.不过，他表示，他对公司直播未来的发展持“观望”态度，因为大多数直播购物者都想买“便宜又快乐”的便宜货

英文来自