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gaotu jiapin, which once gained great wealth due to the "small composition" incident of oriental selection, pressed the pause button after nine months.

recently, gaotu jiapin announced in major fan groups that it would temporarily stop broadcasting, and the resumption time is yet to be determined. it has also cleared all products from the douyin live broadcast room and wechat mini-program mall window. its douyin live broadcast dynamics stopped at the mid-autumn festival special live broadcast from september 4 to september 5. as of press time, the number of fans of gaotu jiapin's live broadcast room is 2.448 million.

in addition to the main gaotujiapin account, the new accounts "gaotujiapin beautiful life" and "gaotujiapin mom's help" opened at the beginning of this year also stopped broadcasting recently, while "gaotujiapin happy growth" (formerly gaotujiapin treasure food) is still in operation. on september 10, the live broadcast lasted nearly four hours, with a maximum of 83,000 viewers and live broadcast sales of 25,000-50,000. there are still 742 items on sale. as of press time, the account has 526,000 followers.

average sales in the past 30 days: 100,000 to 250,000

gaotu jiapin is an e-commerce live broadcast room under gaotu. gaotu’s official wechat public account shows that gaotu’s predecessor was “geshuixue”, which was founded in june 2014 by 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.

the explosion of gaotu's live broadcast room is related to the "small composition" incident of dongfang zhenxuan. in december last year, the editor of dongfang zhenxuan said that most of dong yuhui's "small compositions" were written by the copywriting team rather than one person, which caused dissatisfaction among dong yuhui's fans. after that, fans entered the live broadcast room of the competitor gaotu jiapin, asking to "catch the overwhelming wealth." gaotu, which also switched from the education and training industry to live broadcasting, unexpectedly "picked up a leak" and became popular, with 280,000 fans 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.

screenshot of gaotu jiapin’s previous live broadcast

according to the paper, at the time, gaotu founder, chairman and ceo chen xiangdong said in an interview, "dongfangxuan and gaotu are completely different companies and cannot be compared."

chen xiangdong said at the time that when gaotu went public, the top ten teachers once accounted for nearly 40% of the company's revenue. if the teachers were treated well enough, why would they leave? if they really left, we should congratulate them. gaotu has worked hard on basic skills for more than a year in the past year. every employee was selected by gaotu personally, and they hope to "take" the opportunities when they are faced with them.

at that time, chen xiangdong predicted that even after the popularity passed, gaotu's live broadcast room would not return to the previous state of only a dozen people online. "with so many fans, as long as we do the basic things well, it will be a surviving company and there will be no problems."

according to feigua data, gaotu jiapin's live broadcast room had 32 live broadcasts in the past 30 days (august 12-september 10), with an average of 109,000 viewers per show, a total sales of 2.5 million to 5 million, and an average sales of 100,000 to 250,000. in contrast, dongfang zhenxuan had an average of 7.6 million viewers in the past 30 days, with a maximum of 38.214 million viewers and a total sales of over 100 million.

spending money lavishly

according to 21st century business herald, in the second quarter of this year, gaotu's losses were shocking, with a net loss of 430 million yuan, an increase of 864.9% year-on-year. this is also gaotu's fourth consecutive quarter of losses.

operating expenses rose faster than operating costs. in the second quarter of this year, gaotu's total operating expenses reached 1.16 billion yuan, exceeding its operating income and increasing by 144% year-on-year.

under the current economic situation, such aggressive cost investment is an outlier in the entire industry.

among them, marketing expenses were 840 million yuan, a year-on-year increase of 158%; r&d expenses were 160 million yuan, a year-on-year increase of 65%; and administrative expenses were 160 million yuan, a year-on-year increase of 209%.

in the online education marketing war before the "double reduction", gaotu was passive but dared to "burn money". at most, the marketing expenses in a single quarter exceeded 2.2 billion yuan, which was higher than the operating income. chen xiangdong himself reflected on it afterwards and thought it was "abnormal".

now, perhaps seeing the strong demand for k12 business, gaotu decided to invest in customer acquisition first, so as to gain a first-mover advantage. not only gaotu, but also new oriental and tal have increased their investment in the past two quarters, and even opened more stores than originally planned, which is driven by the market.