To The Moon

For TV broadcasting.$TVB(00511)$ HK TVB for 3 consecutive days, the main increase is that its Shanghai Jade Oriental Communication and Taobao cooperation will launch 48 live broadcasts, but for New Oriental Online. The performance of the year is very bright, but it is very difficult for TVB to operate according to the strategic way of New Oriental Online.

I think the reasons why TVB will not be the next New Oriental are as follows: 

1) New Oriental Live Broadcasting is run by the Internet. At present, most trends are buying goods on the Internet, so the attractiveness has greatly increased; there is a question for TVB to use traditional coal live broadcasts, and now it is inclined to the Internet world, and the attractiveness of traditional media is greatly reduced. Whether the live delivery of goods can be successful depends on generation observation, and the factor of uncertainty is the existence. 

2) The successful transformation strategy of New Oriental Live has attracted many competitors, including $Bilibili Inc.(BILI)$ Douyin and $NetEase(NTES)$ NetEase. In order to win merchants and goods, both competitors have successively announced the new policy of merchants to avoid commissions, attracting consumers to buy goods on the platform, but TVB Whether it can break through many competitors, it is necessary to provide more discount spaces for merchants, including free commissions and discounts on door-to-door delivery to attract customers to buy. According to market analysis, consumers may prefer to go to offline brick-and-mortar stores for consumption. After the epidemic, this trend is more obvious, and consumers have begun to actively search.

3) The live broadcast of goods can only be limited to commodity trading, and the sales service is limited, while New Oriental live broadcast can only live with goods, while TVB It is not necessary to rely on the TV station brand and traditional movie and television star-like live broadcast to bring goods, which may not greatly attract customers, but the top anchors in the mainland and the models of star-carrying goods have long been out of place, and the oligarchic phenomenon has long since disappeared. 

4) The biggest challenge of the success of New Oriental live broadcast with goods is the conversion rate, how much business can eventually be converted into traffic, and whether the business can continue. New Oriental can overcome the above problems to successfully transform, attracting many educational institutions to imitate New Oriental live broadcast with goods, and TVB can only rely on the past BIG BIG CHANNEL in the live broadcast. It remains to be seen whether it can be successful in the mainland if the live broadcast experience model of the neighbors is bought. 

5) The most concerned about the industrial chain and supply chain is the industrial chain and supply chain. I think TVB needs a huge supply chain operation after the live broadcast with goods to maintain a long-term live broadcast business model. I think live streaming is the biggest challenge for TVB. 

In the future, live broadcast bringing goods will be customer-led.

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