New Oriental: A Model Exploration for Transforming Live Streaming

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Case

Reference no. W34018

Subject category: Strategy and General Management

Authors: Jie Li (International Business School Suzhou, Xi'an Jiaotong-Liverpool University); Famei Shen (Ivey Publishing, Western University); Ziyin Huang (Ivey Publishing, Western University); Bingyan Shen (Ivey Publishing, Western University); Danqi Li (Ivey Publishing, Western University)

Published by: Ivey Publishing

Originally published in: 2024

Version: 2024-01-31

Length: 14 pages

Data source: Published sources

Topics: Strategic transformation; Organizational change; Live e-Commerce; General management

Share a link: https://casecent.re/p/196649

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Abstract

As a leading education company in China, the New Oriental Education Technology Group is constantly responding to the challenges. In 2021, in response to the COVID-19 pandemic and China's 'double reduction' policy, New Oriental was actively engaged in a strategic transformation, seeking new directions. Major actions include joining the live e-Commerce track, partnering with farmers and rural enterprises, and selling agricultural products on e-Commerce platforms. New Oriental has achieved remarkable results in 2022 by highlighting its unique approach to live e-Commerce. However, the company is finding it hard to sustain its current success, so New Oriental needs to determine its future directions.