Research on the Oriental Selection Marketing Strategies

Abstract

In recent years, under the dual influence of policies and the environment, e-commerce with agricultural products as a category has developed rapidly, and live broadcasting has become a new trend in helping farmers. Among the many subjects participating in the live broadcast of agricultural products, there are many rookies who have risen, and the popularity of Oriental Selection is an example. The rise of webcasting and short videos has enabled e-commerce of agricultural products to continuously innovate sales methods. As an e-commerce entity focusing on agricultural products on the road of New Oriental’s transformation, Oriental Selection has chosen a distinctive live broadcast mode. This article takes Oriental Selection, a live broadcast platform under New Oriental Group, as a case study, and uses common marketing strategies as an entry point to study the current agricultural product + live broadcast mode and its existing problems. Finding out why Oriental Selection is so popular with consumers.To put forward corresponding optimization measures, the most important thing is to ensure the quality of products, to have a stable supply chain system, and to build product brands. It is recommended that it work hard on product selection and transparency of product information data, establish price transparency between consumers and farmers, and then use diversified live broadcast modes to promote live broadcast sales of agricultural products e-commerce. In this way, it can better provide a reference path for other future live broadcast delivery entities.

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