Livestreaming gets smart on knowledge sector

Due to changes in academic tutoring, education giant turns to novel growth points with e-commerce. But is it sustainable?

Browsing through China's innumerable e-commerce livestreaming channels, it is not uncommon to hear phrases like "Hey guys! Lowest price ever! Three, two, one … buy it now! Now!" to drum up sales.

But sometimes, treading a different path can also strike a chord with a staggering number of Chinese consumers, as is the case of Dong Yuhui, a 29-year-old livestreamer from education giant New Oriental Education and Technology Group.

"No need to hurry. It doesn't matter if you buy the product or not, but do listen to a story." That is what he tells consumers, peppered with free knowledge in English related to selling items and injecting fascinating anecdotes about luminaries like William Shakespeare.