The "essay controversy" of Dongfang Zhenxuan continues to ferment, and the unexpected "leak detection" of Gaotu, which has also shifted from the education and training industry to live streaming sales, has become popular.
On the evening of December 14th, @ Chen Xiangdong, a certified founder, chairman, and CEO of Gaotu, posted on Weibo, saying, "100000+simultaneous online, miracle, belongs to Gaotu Jiapin, belongs to Gaotu, belongs to you, belongs to us, dear friend."
As of 9:00 on December 15, the number of fans of Gaotu Jiapin on Tiktok platform had risen to 1.15 million.
In terms of the secondary market, as of the close on December 14th, Gaotu US stocks rose 29% to $4.76 per share, with a market value of $1.24 billion, up more than 5% after hours. From December 11th to 14th, the stock price of Gaotu has accumulated an increase of over 72%.
The controversy over "essay writing" continues to ferment
The popularity of Gaotu live streaming rooms has skyrocketed
According to Securities Times, on the evening of December 11th, the Gaotu Jiapin live broadcast room was flooded by fans of Dong Yuhui, selected by Dongfang. On that day, there were over 10000 people online simultaneously in the live broadcast room. On the 12th and 13th, as the "essay writing" controversy continued to ferment, the popularity of the Gaotu Jiapin live broadcast room continued to soar. On the evening of December 13th, the highest number of simultaneous online users in the Gaotu Jiapin live broadcast room exceeded 30000. According to Grey Porpoise data, the sales revenue of Gaotu Jiapin's live broadcast room in the past 7 days has been between 7.5 million yuan and 10 million yuan, with a cumulative increase of 353000 new fans. Especially in the past two days, the number of fans in the live broadcast room has increased by over 280000.
On the morning of December 14th, Chen Xiangdong mentioned in a Weibo post that since December 11th, a large number of fans have flocked to the Gaotu Jiapin live broadcast room, and his personal account "Gaotu Chen Xiangdong" has also received a large number of fans to comment. Out of the most basic respect for those who follow Gaotu, Gaotu Jiapin, and my friends, he made his debut in the Gaotu Jiapin live broadcast room on the evening of December 12th.
During the live broadcast, a netizen asked, will Gaotu poach Dong Yuhui? Chen Xiangdong responded by saying, "Dong Yuhui is not for digging, but for love." In the aforementioned Weibo post, Chen Xiangdong once again mentioned Dong Yuhui and said that the sentence he blurted out was indeed his own state of mind. It's really, really not easy for a hero who has been recognized by so many fans to come out, even though he comes from a teacher's background, in this era.
On December 15th, Chen Xiangdong stated in an interview that Gaotu Jiapin always welcomes excellent and outstanding talents in the industry to join Gaotu, provide better services for everyone, and create greater social value together. "One of Gaotu Group's core competitiveness is to select excellent teachers, and 'excellent teachers lead to Gaotu'. Gaotu Jiapin is a live streaming e-commerce platform under Gaotu Group. Similarly, for Gaotu Jiapin's anchor team, we will also strictly select anchors, actively cultivate excellent anchors, and look forward to the emergence of outstanding talents."
Gao Tu "studied under" New Oriental
Orange sold out tens of thousands of orders, corn and duck eggs sold out, and 1000 orders of prawns were sold out in ten minutes... Haotian, the anchor of Gaotu Jiapin, said, "Previously, three orders needed to wait for a while, but now more than a thousand orders will be gone soon." Faced with the influx of fans, the two anchors of Gaotu also urged fans to place orders rationally and not brush gifts.
According to media reports, in the fields of education and e-commerce live streaming, Gaotu has been "learning from" New Oriental. Chen Xiangdong was once the CEO of New Oriental. After leaving New Oriental, he founded Gaotu and its market value surpassed that of New Oriental before the "double reduction".
Gaotu Jiapin started live streaming on December 24, 2022, and belongs to the full category life live streaming room. The style of the anchor and the layout of the live broadcast room are highly similar to those of Dongfang Zhenxuan, and the anchor mainly comes from Teacher Gao Tu. The background of the Gaotu Jiapin live broadcast room is also Chen Xiangdong's personal image, which is highly similar to Yu Minhong.
Chen Xiangdong intends to lead the live broadcast business of Gaotu e-commerce in person. He entered Tiktok in January 2023, and the introduction office marked "CEO of Gaotu Jiapin". The video content mainly focuses on topics such as growth, motivation, workplace, and entrepreneurship, with a similar personality and content style to Yu Minhong.
But since its launch, the live broadcast of Gaotu Jiapin has been mediocre, with only eight people watching online when the number of viewers was low. Until the crisis of "essay writing" by Dongfang Zhenxuan broke out, this "overwhelming wealth and prestige" flowed towards Gaotu Jiapin.
