New Oriental's official WeChat posted on Friday (July 21), announcing the official development of cultural tourism.
New Oriental announced that after the selection of Oriental, New Oriental will "facing middle -aged and elderly people, providing high -quality cultural tourism services with cultural happiness, knowledge gain, and personal pursuit."
Guan Wei also said: middle -aged and elderly and culture are the keywords of this entrepreneurial.Since then, New Oriental will provide services to everyone in the three major areas of education, life, and cultural tourism.
Treat 1 billion yuan to enter the middle -aged and elderly humanities tourism market
Sky Eye Check Information shows that the registered capital of 1 billion yuan (RMB, the same, the same, the same, the new yuan) New Oriental Cultural Tourism Co., Ltd.The company (referred to as "New Oriental Cultural Tourism") was established on July 19, and the legal representative and chairman are Yu Minhong.
According to the Daily Economic News, New Oriental Cultural Tourism has set up branches in Shaanxi, Gansu, Zhejiang, Xinjiang and other places, and has released tourism routes.
For example, Zhejiang New Oriental Cultural Tourism has launched 10 tourist routes, including "Tourism Tour of the East Poor Standard", "Tour of the Tang Dynasty Poetry", "Tour of the East China Sea", etc.3999 yuan in three nights, 5999 yuan for six days, five nights.At the same time, some local schools in New Oriental have recruited guide tour guides.
From the recruitment page of the New Oriental official website, in addition to the company's recruitment "cultural tourism guidance tour", the company also needs to cooperate with the company to create a cultural tourism expert., Carry out short video shooting and live broadcast work, and after becoming a company's cultural tourism expert, conduct live tourism live broadcast and goods.
Promoted by the relevant news, New Oriental closed up 2.14%today (July 24) to HK $ 38.2.In the past 10 trading days, New Oriental's stock price has risen by over 24%, with a total market value of HK $ 64.916 billion. The stock price has reached a new high since July 23, 2021, with a turnover of HK $ 226 million.
Have a layout long ago?
New Oriental enters the cultural travel industry, but it has long been able to follow.
The Oriental Selection Live Room has brought goods in cultural travel products many times. Yu Minhong also said in the history of the Beijing -Hangzhou Grand Canal in February this year that New Oriental must do cultural tourism.
According to New Oriental's own statement, Yu Minhong's idea of doing cultural tourism has been available as early as 2020.
New Oriental, who has always told the story, said in the official micro -said that in 2020, Yu Minhong went to Gansu to do two things. One was to live broadcast to help farmers and help local farmers sell honeydles; the other is to walk.Long Shang, a video recording of historical and humanistic, from Qin Culture to the prosperous period of the Tang Dynasty.
Guan Wei said that Yu Minhong naturally gave up the idea of doing cultural tourism, "let New Oriental teachers who accumulated strong knowledge become a tour guide who really loves to share culture and knowledge.""Cross time and space, overlook the former family stories and life of life," "to perceive the great spirit and thick Chinese culture."
In fact, teachers can change live e -commerce anchors, and of course they can change guides.The cultural tourism industry is another way that New Oriental is preparing to start after the "double reduction" policy.
Yu Minhong said in April this year at the 2024 Chinese college student postgraduate white paper launch conference that the core competitiveness of the New Oriental teacher is a lecture, just as the teacher can migrate his own expression ability to the live broadcast e -commerce anchor identity.In the future, teachers can also migrate to the role of tour guides who are good at explaining attractions. "The key is whether they can cultivate a group of tour guides who can talk about lectures."
New Oriental has tried the water on the road to the road of cultural tourism.
Oriental selection launched the "watching the world" live number in Douyin last November, and the anchor, including Dong Yuhui, went to Hainan, Xiamen, Malaysia, Yunnan, Hangzhou and other places to pass the "live broadcast+cultural tourism".The cloud travel travel method is introduced to local attractions, hotels, homestays, tourist routes, etc.
The "seeing the world" in Yunnan in February this year, the total number of viewers exceeded 8.8 million, and sold 105 million yuan in local tourism products in Yunnan.
The live broadcast of the live broadcast was successful.The "East Selection World" account was launched in less than eight months, and the number of fans has reached 2.87 million.
Eastern selection micro?
However, while the new account "see the world" rises quickly, the main account "Eastern Selection" has revealed fatigue.
New Oriental transformed into a live e -commerce business after the "double reduction" in 2021, but the financial report data shows that the New Oriental 2022 fiscal year is still losing money.Until the second half of 2022, the Dongfang selected live broadcast room suddenly burst into fire. The Douyin account increased by 3 million yuan a week, and the single -day sales exceeded 10 million yuan.
The explosion of live broadcast finally made New Oriental turn a profit.In the first half of the fiscal year of 2023, the total revenue of the East selection reached 2.08 billion yuan, an increase of 262.7%year -on -year, and the net profit reached 585 million yuan.
But since this year, the live broadcast data of the East has been weakened. Whether it is watching the number of viewers, the conversion rate of goods, or the total product transaction (GMV), it has fallen.
Comprehensive State Lianlian Securities, Haitong Securities, and Cicada Mom Data, Oriental Selection Live Watching Persons' number from 20 million in July 2022, averaging 20 million to 7.85 million per game from January to April this year; dayThe average GMV also fell from 40 million yuan in January this year to about 20 million yuan.
The live broadcast data is weak, so that New Oriental can see that instead of caught a live e -commerce battle, it is better to open up a new track.
Aiming at middle -aged and elderly cultural tourism
Entry textIn the travel industry, New Oriental did not choose to be the hottest and traditional strong research tour of the New Oriental, but instead put his attention to the middle -aged and elderly market.
New Oriental's own official micro article also mentioned this.As early as ten years ago, New Oriental started projects such as international study tour and domestic camps for young people.
The article said that this time the main middle -aged and elderly market is because middle -aged and elderly people also need high -quality spiritual pursuit, integrate the form of cultural tourism in culture and entertainment., Social needs ".
The reasons for New Oriental to aim at middle -aged and elderly cultural tourism are of course far more than that.
China's elderly cultural tourism market has long been occupied by low -cost tourism and shopping groups. These tour groups first attract elderly tourists to report groups at low prices, and then take the elderly to gold and silver jade shops, health products, medical products, medical productsSales center consumption earns back costs, so word of mouth is seriously differentiated.
and New Oriental have accumulated the basis for many years in the teaching and training industry. Whether it is the positioning, naming or attraction planning of tourism lines, it can highlight culture and historical elements, create high -end and high qualityThe image of it is in stark contrast to the traditional elderly group.
More importantly, New Oriental estimates that it has aimed at the huge potential of the middle -aged and elderly market in China.
The population of China 60 and above reached 267 million at the end of 2021, accounting for 18.9%of the country's total population.As the population aging intensifies, it is expected that in around 2035, the elderly population in China will exceed 400 million, accounting for more than 30%of the total population.
The business opportunities brought by aging society cannot be ignored. According to daily economic news reports, in various aging industries, the elderly tourism industry is the only over trillion market.
In addition to the large market size, the elderly tourism industry has also grown rapidly.Investigation of the National Old Elderly Commission of China shows that from 2016 to 2020, the average annual growth rate of Chinese elderly humanities travel reached 23%, exceeding 700 billion yuan in 2021.The number of tourists in China every year accounts for more than 20%of the total number of tourism people in the country.In other words, one of every five Chinese passengers is the elderly.
In addition, elderly tourists are not affected by the off -peak season and holidays, and they can go out all year round.
Of course, not all Chinese elderly people are "rich and idle". There are many elderly people who have white hair but are still as migrant workers and have no social security.But at the same time, many middle -aged and elderly people in China are the generations of the dividends of reform and opening up. In addition to deposits and pensions, pensions that rose year by year, more importantly, they purchased real estate when they were young, enough to be enough for these elderly people toLive a rich and comfortable old age.
In contrast, the current young people are under pressure from employment and mortgage. After the youth unemployment rate breaks through 20%in April and May this year, it has reached a record high in June to 21.3%.In this case, it is obviously a wise choice for the main humanities travel industry.
Besides, the lack of a trusted cultural tourism brand on the market in China is even more blank for the silver -haired cultural tourism brands.New Oriental has accumulated the accumulation of customers in the teaching and training industry for many years and the live broadcast of live broadcasts in the past two years, and the ground team distributed throughout China has the foundation and possibility of emergence.
In the context of the weak economic desire of China, Yu Minhong shouted to enter the middle -aged and elderly cultural travel industry, and seized the spiritual needs and money bags of the elderly. In addition to the feelings of poetry and distant, there are also grasping.Merchant instincts who live in the times.In the environment where China's total demand is incomprehensible, did he find the key to solve the demand?Can this cultural tourism "dark horse" run out of spring?Everyone wait and see.
