Like other business figures in China, Yu has been careful enough not to voice any complaints about the damage the Chinese regulations have had on his business amid Beijing’s ever greater pressure for entrepreneurs to toe its line. But going forward, the situation and policies are “still changing,” and the company needs to adapt to the changes and look for opportunities that fit overall national strategies, wrote Yu. Like its peers, New Oriental has been exploring ways to transform its business—essentially to make it more in line with Beijing’s agenda.

One of the government’s goals is boosting rural incomes, making agriculture a “politically correct” field more firms are exploring. Yu has said the company will set up a platform to help farmers sell their produce, with the help of hundreds of the firm’s teachers through livestream. In the WeChat post, Yu said the firm’s Hong Kong-listed entity, Koolearn Technology, has launched a platform named “Dongfang Zhenxuan” (东方甄选), or roughly translated as “selectly chosen by Oriental” for selling agricultural products.

The platform was first announced (Chinese) by the company in late December, and currently can be found on short video app Douyin and WeChat’s mini-program channel that hosts various third-party applications within the messaging app. The platform currently has eight categories of goods, ranging from fresh fruits and vegetables to smart hardware.

The company, which started as a firm that helps Chinese students to prepare for English-language tests to study abroad, is also going to increase its investment in university students and overseas Chinese language education markets, Yu said.

📬 Sign up for the Daily Brief

Our free, fast, and fun briefing on the global economy, delivered every weekday morning.