边带货边教英语，新东方直播间火出圈！网友：一时不知该记笔记还是下单…

作者：双语君

本文来源：中国日报双语新闻

（Chinadaily_Mobile)

文章已获授权

近日，“新东方主播”、“新东方在线股价暴涨”等话题登上新浪热搜，让新东方再次回到人们的视野中央。话题下，曾经的新东方老师们化身主播，用流利的中英双语直播带货。

随着“双语直播带货”出圈，新东方直播间的粉丝数也在直线上升，截至6月13日已经突破340万，一同拉升的还有新东方在线的股价。

Embattled education training company New Oriental began trending on China's social media platforms recently, after its teachers started livestreaming the selling of agricultural products, books and daily necessities using both Chinese and English.   

图源：新榜数据
“把孩子焊在直播间了”

在带货时，从新东方教培转行的老师会为观众讲解产品的英语名以及背后小知识，有时会和观众互动进行知识问答，有时会用英语翻译古诗词，有时会直播间弹奏吉他k歌，这些曾经用在课堂上的大量知识储备，是其他直播间无法在短期内复制的。

这样的优势尤其体现在他们推销书籍等文娱产品时。新东方主播们脱口而出的华丽辞藻，营造出优美的意境，让观众心神向往。还有不少家长们直呼：“把孩子焊在这个直播间了！”

Anchors on the Douyin livestream channel Dongfang Zhenxuan, meaning Oriental Select, combine useful English phrases with the selling of products, such as providing the English translation of the product and commonly used sentences. 

The anchors' excellent pronunciation and grammar have garnered the channel an enthusiastic fan base and attracted millions of views. The knowledgeable and oftentimes amusing approach to selling products have led to netizens posting comments such as "It's a good way to spend money where you get a product and also some extra knowledge".

“一时不知道该下单还是记笔记......”

董宇辉就是新东方带货主播之一，最近受到了网友们的热烈关注。虽然他调侃自己长得像兵马俑，网友们仍然热情地称呼他为“中关村周杰伦”，并纷纷被他的才华所折服。

在一段视频中，他认真解释着许渊冲中诗英译的特色，称老先生会使用中世纪英语来翻译中国古诗，并由此引用起莎士比亚那句著名的十四行诗：Shall I compare thee to a summer's day（我能否把你比作夏日）。

“美好的回忆全是夏天”，他一边说着，一边翻到苏轼那句“明月夜、短松冈”（Can I not be heart-broken when I am awoken. From her grave clad with pines, where only the moon shines）。于是，董宇辉又用优美的语言向观众说起了苏轼的爱情故事。

有网友说：“一时不知道该下单还是记笔记......” 还有网友说：“像极了你的老师拖堂的样子。”

还有一位网友的留言说：“感动的眼眶都热了，信手拈来每一句都是文化。读书为了什么？为了就是在任何低谷，都有支撑自己爬起来往前走的星光，这个星光就是这几千年的知识。”

转型直播带货，找到自身特色

自去年“双减”后，教育培训行业迎来危机。以新东方为首的教育股大跌，教培公司面临严峻的转型压力。

New Oriental used to be a tutoring titan in the domestic market, but faced the massive challenge of transforming its business model after authorities tightened up the management of off-campus tutoring in July, 2021.

去年年末，新东方创始人俞敏洪带领新东方团队闯入直播电商行业。在新的行业，俞敏洪选择农产品领域施展手脚，并采取双语直播带货的方式。

The company's founder, Yu Minhong, said in a letter to the company's employees on June 1 that the firm has experienced great difficulty in its fiscal year of 2022, when the company's market value plummeted by 90 percent and its employees decreased to 50,000 from the previous 110,000.

"However, we've planned our new services in accordance with the government's policy. We've also set up Dongfang Zhenxuan, which has grown to be an important platform for selling produce and daily supplies," he said in the letter.

当然，也有人对“教师带货”持观望态度。21世纪教育研究院院长熊丙奇近日表示，仅凭一次直播大火就下结论还相对片面，新东方的直播带货仍处于艰难探索阶段。人气能否维持，销量能否持续增长，还有待观察。

Xiong Bingqi, director of 21st Century Education Research Institute, said that he is not surprised that New Oriental went viral online as it has a strong online marketing capability. Its bilingual livestreams bring new experience to viewers.

However, he said that he has a "wait-and-see" attitude toward the future development of the company's livestreaming, as most livestream shoppers want to buy "cheap and cheerful" bargains.

数据显示，13日中午，东方甄选直播间有超10万人观看，位列带货榜第一。虽然不知道新东方团队能将成绩保持多久，但这几天的热度或许让大家明白：努力的人总有机会被看到，有才华的人，总能找到属于自己的那个舞台。

来源 | 中国日报双语新闻公众号

制作｜绢生

审核｜肖英 / 蓝莓

终审｜清欢

注意啦，好消息！在公众号对话框回复“号内搜”，获取链接，可以快捷搜索“译·世界”号内任意信息~

推荐阅读