Analysis: New Oriental’s Livestreaming a Hit, but Hurdles Remain to Long-Term Success

Chinese tutoring giant New Oriental’s pivot to livestreaming e-commerce took off in the first half of June thanks to auspicious social media attention, but whether the struggling company can sustain this success will hinge on product selection and quality, as well as supply chain management.

Once China’s largest private sector education company, New Oriental Education and Technology Group Inc. has been scrambling to transform itself since Beijing embarked last summer on a draconian clampdown on for-profit private education that has devastated the company’s business.