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Targeted by Beijing, One Chinese Tutoring Company Reinvents Itself With Live Streams Selling Groceries

4 min read Shen Lu 13 Jul 2022, 09:05 PM IST

New Oriental’s rebranding catches on with viewers as English tutors go viral selling produce online

A New Oriental learning center in Beijing. After a regulatory crackdown last year, the company closed more than 1,000 learning centers (Photo: Reuters) — A New Oriental learning center in Beijing. After a regulatory crackdown last year, the company closed more than 1,000 learning centers **(Photo: Reuters)**

New Oriental Education & Technology Group Inc., one of China’s largest private-tutoring companies until a regulatory crackdown almost crushed it last year, has become the country's latest live-streaming sensation.

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Targeted by Beijing, One Chinese Tutoring Company Reinvents Itself With Live Streams Selling Groceries

New Oriental’s rebranding catches on with viewers as English tutors go viral selling produce online

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