In this cold winter in the industry where the big anchor is absent, the "Oriental Selection", which became popular by selling agricultural products, came up with the idea of ​​beauty. Recently, New Oriental's Douyin account "Oriental Selection of Personal Care Beauty" was renamed "Oriental Selection Beautiful Life" (hereinafter referred to as "Beautiful Life"), and officially launched live streaming, focusing on beauty, personal care and household products. As of now , 6 live broadcasts with goods created a total of 5.72 million GMV, and the number of fans soared from less than 20,000 to 364,000. There is still a lot of distance between the results and the live broadcast of many beauty experts and businesses on the Douyin list, but in the eyes of industry insiders,

based on the current popularity of "Oriental Selection" and the natural advantages of beauty and personal care products in the live broadcast room , "Beautiful Life" still has great growth potential. At present, the anchor of the live broadcast room b2b data is part-time by the anchor of the main account "Oriental Selection", and the appearance of the popular anchor Mr. Dunton has contributed a lot of famous scenes and discussions to this newly born live broadcast room. Many fans believe that Dundun's sunny and handsome temperament image is popular with women, and his interest and understanding of beauty and fragrance products also makes his recommendation more convincing. Some netizens even teased that Dundun is expected to become

New Oriental Li Jiaqi". However, beauty is different from agricultural products. This is a category that tests the professionalism and experience of the anchor. Fans will not easily pay for live broadcast content or emotions, but care more about the brand and the product itself. This means that New Oriental anchors, including Dundun, still have a long way to go if they want to help Dongfang Selection gain a firm foothold in the high-demand and high-profit beauty live broadcast track. For New Oriental, even if it is not enough to set foot in new vertical categories, it is timely to cut into the beauty and personal care industry with high demand and high profits, and jointly set up a matrix of live broadcast rooms with "Oriental Selection" and "Oriental Selection Books"