news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

image source: tuchong creative

the "small composition" incident of oriental selection once unexpectedly caused "gaotu jiapin" to gain huge traffic. after 9 months, "gaotu jiapin" attracted attention again because of the news of its suspension.

recently, a screenshot of the "gaotu jiapin" fan group was circulated on the internet. according to the picture, "gaotu jiapin" notified the group that the "gaotu jiapin" live broadcast room will be temporarily suspended. the purpose of the suspension is "to better improve our live broadcast content and service positioning, and bring everyone a new experience and higher quality content", but the resumption time is yet to be determined.

douyin live broadcast dynamics show that the last live broadcast time of the "gaotu jiapin" live broadcast room was september 5th.

although gaotu jiapin claimed that the suspension was to improve content, the outside world generally believed that this was because gaotu jiapin failed to increase traffic and sales.

regarding the suspension incident, relevant personnel from gaotu responded to times finance that they were not clear about the reason for the suspension and the time of resumption, and the specific situation "shall be subject to the group announcement of gaotu jiapin."

at present, all the products in the "gaotu jiapin" douyin showcase and wechat mini program mall have been cleared out.

among them, the wechat applet shows "store content is being upgraded", and the customer service said that the suspension is for "innovative adjustments and content upgrades for live broadcasts". at the same time, it accepts deposit card users to register for refunds, and the refund will be received within "seven working days". according to the news released by "gaotu jiapin" in november last year, this is a shopping card launched by the platform for the wechat applet mall.

can't handle the overwhelming traffic

according to the data from huitun, gaotu has four live streaming sales accounts on the douyin platform, namely "gaotu jiapin", "gaotu jiapin happy growth", "gaotu jiapin beautiful life" and "gaotu jiapin mom help". among them, "gaotu jiapin" previously undertook the most live streaming sales functions and was also the platform with the largest number of fans.

in recent years, education and training institutions have been looking for new markets outside of education and training, and live streaming is their common choice. against this background, new oriental launched dongfang zhenxuan and dong yuhui, becoming the leading platform and super anchor in the live streaming industry respectively.

on december 5 last year, the "small essay" incident of oriental selection broke out, and "gaotu jiapin" unexpectedly made a profit. the cause of the incident was that the staff of oriental selection said that most of the classic small essays of "jilin trip" were created by the copywriting team, not all by the host. subsequently, a large number of dong yuhui fans who were dissatisfied with oriental selection's "taking credit" flocked to the douyin live broadcast room of "gaotu jiapin", a competitor of oriental selection.

according to alphabet list, 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 people.

however, gaotu is not new oriental, and "gaotu jiapin" is not oriental selection. the huge amount of traffic came from the sky and only made a brief stop in the gaotu jiapin live broadcast room.

according to huitun data, in the past 30 days (august 11 to september 9), the "gaotu jiapin" live broadcast room has held a total of 33 live broadcasts, with an estimated exposure of 2.5 million to 5 million and total sales of 7.5 million to 10 million yuan, while the oriental selection live broadcast room has held 37 live broadcasts, with an estimated exposure of more than 100 million and total sales of more than 100 million yuan.

some anchors return to their old jobs as teachers

in retrospect, there are actually signs that gaotu jiapin stopped broadcasting. more than a month ago, consumers discovered that many of gaotu jiapin's anchors had stopped appearing. at the time, rumors were rife that the anchors had resigned.

at the end of july, rourou, an anchor under "gaotu jiapin", responded that the anchors were just returning to their old jobs, "they have become teachers, and they are all in gaotu. don't worry, friends, they are all shining in the positions they want to be in. those who leave 'gaotu jiapin' can also have the work and life they like."

times finance noticed that on the evening of august 25, haotian, the most popular anchor of "gaotu jiapin", did a "solo debut, special for the start of the school year" on the account "haotian (independent and self-reliant version)". the account belongs to gaotu, and judging from the video content and live broadcast theme, haotian, who used to be a chinese teacher, has returned to the track of chinese education.

on the evening of september 6 and september 9, douyin's live broadcast room "gaotu jiapin happy growth" was live. prior to this, "gaotu jiapin happy growth" had been off the air for nearly a month, and from june 12 to august 3, the platform maintained a live broadcast frequency of one show per day.

screenshot from times finance from gaotu jiapin happy growth and haotian (independent and self-reliant edition)

according to huitun data, during this live broadcast on september 9, a total of 53,000 people flocked into the live broadcast room within two and a half hours from 18:00 to 20:30.

in the live broadcast room, the anchor rourou responded to consumers' questions about the suspension of "gaotu jiapin". "we are not closed down. 'gaotu jiapin' has indeed stopped broadcasting. in the future, it will take on the function of promoting our group's brand, and the work of live broadcasting will be transferred to the account 'gaotu jiapin growth happiness'". she revealed that there are only two anchors left.

"our original basic base will not change. we will continue to share food and daily necessities with everyone. we will also incorporate some education-related products, such as children's english courses and learning products. in the future, this account will be a live shopping platform with education as the main line to achieve comprehensive coverage."

as of 20:30 on september 9, the number of fans of the douyin live broadcast room of "gaotu jiapin" was 2.45 million, while the number of fans of the douyin live broadcast room of "gaotu jiapin happy growth" was 526,000. gaotu, an educational institution, has reached a fork in the road in its attempt to sell goods through live broadcast.