Oriental Selection’s Taobao debut has a GMV of over 100 million! I don’t want to just be a live broadcast room!

After Oriental Selection launched regular live broadcasts on its own app, on August 29, 2023, Oriental Selection launched its HE Tuber first full-day product launch on Taobao.

Moreover, the sales data are very eye-catching. The number of people in the live broadcast room exceeds 100,000, the cumulative number of viewers exceeds 10 million, the sales of many products exceed 10,000 orders, and the GMV exceeds 100 million.

Oriental Selection’s live broadcast on its own app previously caused quite a bit of controversy.

Everyone is saying that Dongfang Selection is undoubtedly asking for its own death by confronting Douyin.

Indeed, during the days when Douyin banned Dongfang Selection’s self-operated account from broadcasting, the live broadcast room traffic of other Dongfang Selection accounts was also affected to some extent.

However, Oriental Selection still showed its strength on its own app. Within four days of the first live broadcast, the downloads of Oriental Selection app alone on sppstroe exceeded 300,000, and sales exceeded 100 million.

And this time, Oriental Selection is so blatantly cooperating with Taobao, will it trigger Douyin’s current restrictions again?

1. Will Douyin limit the flow?

Douyin definitely wants to take care of it. After all, Douyin wants loyal users and sales.

According to Oriental Selection’s latest financial report, the total merchandise transaction volume (GMV) of Oriental Selection’s live broadcast e-commerce business in fiscal year 2023 reached RMB 10 billion, and the total payment orders reached 136 million, of which Douyin definitely accounts for the majority.

In addition, Oriental Selection currently has more than 40 million fans on Douyin, including more than 10 million paid members.

We have to admit that Douyin played a huge role in the launch of Oriental Selection, but we cannot completely say that Oriental Selection is useless.

After all, to a certain extent, many aspects such as anchors and supply chains cannot be solved with traffic, and so far, Dongfang Selection is still Douyin’s top player in terms of quality selection.

But if you say Douyin should be ignored, that’s impossible.

There will definitely be an impact on traffic, but it won’t be a complete traffic restriction or complete ban.

On the one hand, Oriental Selection has made no mistakes, and the country has anti-monopoly precedents. On the other hand, other brand players are watching how Douyin behaves in the face of public opinion.

2. Oriental Selection does not want to be just a live broadcast room

Many people think that Oriental Selection cannot develop its own app, and cannot go to other platforms to conduct live broadcasts.

Essentially, everyone’s understanding of Oriental Selection is limited to it being a live broadcast room and an account.