文 | C2CC新传媒 日前，《北京商报》报道的一则招聘信息引发行业关注。东方甄选正在为北京首家旗舰店招聘店长，优先锁定"餐饮+零售"复合业态管理人才。虽然该信 息目前已经更新为"旗舰店门店储备店长"招聘，但俞敏洪的东方甄选"全国线下百家门店"构想正式迈出了实质性的一步。 俞敏洪对东方甄选线下门店布局的构思由来已久。早在去年7月，俞敏洪就明确表示，希望依托新东方全国800个地面教学点，探索线上线下相结合的模 式，开设会员店、旗舰店等等。 近期，东方甄选前CEO孙东旭离职，公司也进行了工商变更，其经营范围新增了餐饮管理、餐饮服务及外卖递送服务等业务。 根据此前透露的信息，东方甄选首家旗舰店位于北京中关村，面积约400平方米，门店将融合生鲜、零食、日用百货等类目，同时，还有简餐与咖啡饮品 区。从业务组合上，东方甄选线下店融合了山姆会员店、盒马鲜生等会员制超市业态，小象超市、京东便利店等即时零售业态，以及便利蜂、罗森、7- ELEVEn等便利店业态。 俞敏洪意图是将东方甄选线下店打造成为一个更具沉浸式体验的消费空间，而非传统的零售门店。 2025年上半年，抖音平台直播带货GMV同比下降41%。冰冷的数据，撕开了直播 ...

东方甄选从直播间走向实体店，表面是新店开业，实质是战略重构。这场转型背后是线上红利见顶与内 部震荡的双重压力。 2025财年财报显示，公司来自抖音、淘宝及自有应用程序等所有销售渠道的已付GMV已从143亿元降至 87亿元。在头部主播董宇辉离职后，东方甄选粉丝量与流量深受影响。与辉同行的抖音粉丝在一年内迅 速超过3000万，而东方甄选主账号当前粉丝量为2805万。 据公开报道，东方甄选正以1.5万—3万元薪资招聘北京首家旗舰店的店长，要求具有"餐饮+零售"复合 业态管理经验。这家位于北京中关村、面积约400平方米的店铺将不仅销售生鲜、零食和日用品，还设 有简餐和咖啡饮品区。 2025财年，东方甄选来自所有销售渠道的已付GMV从去年同期的143亿元降至87亿元，其中占大头的抖 音渠道订单数从1.8亿单下降至9160万单。 战略转向：从线上流量场到线下体验场 线下零售的核心逻辑与线上完全不同。从选址、选品、供应链到店面布局、顾客动线、货架陈列，都是 积累了百年的核心技术。东方甄选的线下扩张也与其供应链建设成果密切相关。截至2025年5月31日， 公司已推出732款自营产品，同比增加50%。自营产品在GMV中的占比从 ...

Core Insights - The article highlights the transformation of Dongfang Zhenxuan as it pivots towards instant retail, indicating a strategic shift in response to challenges in the live-streaming e-commerce sector [2][6][19] Company Developments - Dongfang Zhenxuan has updated its business scope to include restaurant management and delivery services, signaling plans for future instant retail expansion [2] - The company is reportedly hiring a store manager for its first flagship store in Beijing, offering a monthly salary of 15,000 to 30,000 yuan, with specific experience requirements [2] - The departure of key personnel, including co-founder Sun Dongxu, has led to a significant leadership change, with founder Yu Minhong taking over operational control [3][6] Financial Performance - The company's GMV dropped from 14.3 billion yuan to 8.7 billion yuan, a decline of 32.7%, indicating struggles in the live-streaming business [6] - Orders on Douyin halved from 180 million to 91.6 million, reflecting the impact of losing top streamers [6] Market Trends - The instant retail market is projected to grow significantly, with estimates suggesting it could exceed 1 trillion yuan by 2026 and reach 2 trillion yuan by 2030 [11] - The shift in consumer behavior towards instant retail is driven by increased living standards and changing consumption habits, particularly among younger demographics [12] Competitive Landscape - The instant retail sector is becoming increasingly competitive, with major players like Meituan and JD.com already established in the market [19] - Dongfang Zhenxuan's strategy includes leveraging its brand influence and loyal customer base to compete effectively in this space [16] Strategic Advantages - The company has a strong supply chain and quality control experience, which are crucial for success in the food and beverage sector [16] - Utilizing existing educational resources from New Oriental for store locations could reduce costs and enhance customer traffic [17] Challenges Ahead - Operating a hybrid retail and dining model presents management and operational challenges that need to be addressed for successful nationwide expansion [19] - The need for improved logistics and supply chain integration remains a critical hurdle for Dongfang Zhenxuan as it enters the instant retail market [19][24]

据北京商报报道，东方甄选正以1.5万元至3万元的薪资范围，招聘北京首家旗舰店的店长，在人选考量上，更倾向于拥有"餐饮+零售"复合业态管理经验的 从业者。这家旗舰店选址于北京中关村，面积约400平方米，除了生鲜、零食、日用百货等便利店常见品类外，还规划了简餐与咖啡饮品区域。 事实上，东方甄选曾在近场零售领域做过尝试。去年4月，该公司推出"小时达"服务，同时推出"东方甄选小时达"抖音账号。据规划，"小时达"业务先是针 对北京市场，与京东买菜17个前置仓合作，配送北京五环内80%区域，但后续因流量规模、SKU丰富度以及仓储主导权等方面的限制，小时达账号最终被放 弃。 从当前情况来看，东方甄选的线下布局仍需应对不少挑战。成本与团队建设方面，中关村核心区域400平方米的门店，在租金、装修以及人力成本上的投入 相对较高；同时，线下零售与线上直播在运营逻辑上存在明显差异，前者对货架陈列、顾客动线设计等专业技术要求更高，而东方甄选在这些领域的经验积 累尚需加强，即便引入有便利店从业经验的人才，团队之间的磨合与体系搭建也需要一定时间。 行业竞争环境也较为复杂。在中关村周边，盒马、山姆等商超品牌已形成成熟的供应链体系，7-11、 ...

Core Viewpoint - Dongfang Zhenxuan is transitioning into offline retail, marking a significant shift from its successful online live-streaming sales model, with plans to open flagship stores and explore new business opportunities [4][6][11]. Group 1: Business Strategy - Dongfang Zhenxuan is hiring for its first flagship store in Beijing, indicating a serious commitment to offline retail, with a focus on candidates with experience in both food and retail management [7]. - The flagship store will cover approximately 400 square meters and offer a variety of products, including fresh food, snacks, and a dining area, showcasing a blend of retail and dining experiences [11]. - The company has previously hinted at offline retail plans, leveraging existing New Oriental teaching locations to create a hybrid online-offline business model [11][12]. Group 2: Market Context - The offline retail landscape is evolving, with various formats emerging in response to consumer demands for convenience and quality, as seen with competitors like Walmart and local brands [19][20]. - Dongfang Zhenxuan's move into offline retail comes amid increasing competition in the live-streaming sales sector, where growth has plateaued, prompting the need for diversification [18][23]. Group 3: Financial Performance - Dongfang Zhenxuan reported a total revenue of 4.4 billion yuan for the fiscal year ending May 31, 2025, a decrease of 32.7% year-on-year, highlighting financial pressures that may drive the need for new revenue streams [18]. - The company achieved a net profit of 6.2 million yuan, a significant drop of 97.5% compared to the previous year, indicating challenges in maintaining profitability [18]. Group 4: Product and Brand Development - Dongfang Zhenxuan has launched 732 self-owned products, with self-owned products accounting for approximately 43.8% of total GMV in the 2025 fiscal year, reflecting a strong product development strategy [16]. - The company has also introduced a paid membership program, which has grown to 264,300 members, enhancing customer loyalty and engagement [16]. Group 5: Challenges and Considerations - The transition to offline retail presents challenges, including the need for a robust supply chain and operational expertise, as the company lacks experience in traditional retail [21][23]. - Dongfang Zhenxuan aims to adopt a boutique model for its offline stores, focusing on quality over quantity, which will require careful planning and execution to ensure success [24].

Core Viewpoint - The recent changes in the management structure of Dongfang Zhenxuan (Beijing) Technology Co., Ltd. have sparked speculation about the company's potential entry into the food delivery business, while its financial performance shows a significant decline in revenue and GMV. Group 1: Management Changes - Sun Dongxu has stepped down as the legal representative, executive director, and manager, with Yu Minhong taking over these roles. Yu Minhong is now the beneficial owner and actual controller of the company [2] - The company's business scope has been expanded to include restaurant management, food delivery services, and catering services [2] Group 2: Financial Performance - For the fiscal year 2025, excluding revenue from the Huixing live broadcast room, the company's continuing operations revenue decreased by 30.9% year-on-year [2] - The total gross merchandise volume (GMV) fell by 39% to 8.7 billion yuan [2] - Since launching its first self-operated product in April 2022, the company has introduced a total of 732 SKUs, with self-operated products accounting for approximately 43.8% of GMV [2] - The product range has diversified from initial offerings of fresh food and snacks to include nutritional and health products, pet food, clothing, and more [2]

当直播电商流量红利逐渐见顶，头部玩家纷纷将目光投向线下实体经济。 东方甄选以一则最高月薪3万元的店长招聘启事，正式拉开了全国百家门店布局的序幕。这家从新东方转型而来的电商新势力，正试图在北京中关村核心 商圈打造400平方米的旗舰样板，以"餐饮+零售"的复合业态，开启线上线下融合的新征程。 招聘的核心诉求，折射出东方甄选对线下运营的高期待。 岗位要求明确指向5年零售经验、3年以上管理资历，尤其青睐便利蜂、7-11等连锁品牌背景的管理者，强调15人以上团队管控能力与从0到1的门店搭建经 验。更关键的是，店长需兼具数据洞察、场景运营与团队复制能力，既要通过销售数据优化经营，又要设计贴合商品特性的营销方案，还要为未来百家门 店培养储备管理人才。 这份薪资与要求双高的招聘，本质上是东方甄选对线下标准化运营体系的迫切渴求。 旗舰店的业态规划暗藏巧思。 除了生鲜、零食等常规零售品类，增设的简餐与咖啡饮品区，印证了工商变更中新增餐饮服务、外卖递送业务的战略伏笔。400平方米的空间不仅是商品 陈列的载体，更将承担直播联动、即时配送、到店体验等多重功能。这一布局显然吸取了此前"小时达"业务的教训——2024年与京东买菜前置仓合作 ...

本报（chinatimes.net.cn）记者于玉金 北京报道 东方甄选HR在招聘平台上"招兵买马"，让其进军线下开店的消息得到进一步证实。 招聘平台信息显示，东方甄选正在招聘旗舰店门店店长，岗位职责包括双业态运营门店管理、商品品质 与销售管控、团队与顾客服务、制度与团队建设，另据天眼查信息，近日东方甄选（北京）科技有限公 司发生工商变更，经营范围新增餐饮管理、外卖递送服务、餐饮服务业务。 虽然向线下扩张已成为头部大厂的集体动作，但这项重资产业务对东方甄选而言，无疑是一场关乎生存 的豪赌。 转战线下 对于东方甄选布局线下，互联网分析师丁道师并不看好。他向本报记者分析，如果东方甄选只是开设一 家用于展示品牌理念的旗舰店或许可行，但若大规模铺设成百上千家连锁店，只会压垮东方甄选。 零售专家、上海尚益咨询创始人胡春才在接受《华夏时报》记者采访时表示，东方甄选布局线下具有一 定客观合理性。 胡春才分析，一方面，目前线上商超如京东、美团都在布局线下店，这一现象的出现源于线上流量费用 越来越高；相比而言，线下流量成本较低，且可通过线下为线上引流；另一方面，线上购物时商品信息 往往不充分，消费者购买后满意度容易偏低，而线下 ...

Core Viewpoint - Dongfang Zhenxuan (01797) has entered the offline community supermarket sector, marking a significant expansion in its business model, with a notable increase in stock price by 4.51% to HKD 20.4 [1] Group 1: Business Expansion - The company plans to recruit store managers for its flagship store in Beijing's Zhongguancun, offering monthly salaries between HKD 15,000 to HKD 30,000 [1] - The new store will cover approximately 400 square meters and will focus on fresh produce, snacks, daily necessities, and ready-to-eat food and beverages, catering to the community's daily meal needs [1] Group 2: Digital and Supply Chain Advantages - The adoption of digital tools has improved demand forecasting and inventory management, enhancing supply chain standardization and reducing operational difficulties [1] - Dongfang Zhenxuan leverages its experience in live-streaming e-commerce, digital infrastructure, and direct sourcing to gain a competitive edge in the community market [1] Group 3: Product Development and Performance - The company has increased its investment in self-operated products and supply chain development, with self-operated products accounting for approximately 43.8% of the total GMV in FY2025, amounting to HKD 8.7 billion [1] - Dongfang Zhenxuan has launched a total of 732 self-operated products, expanding its product range from fresh food and snacks to a more diversified portfolio [1]

东方甄选(01797)涨超4%，截至发稿，涨4.51%，报20.4港元，成交2.05亿港元。 据公开资料显示，东方甄选在自营产品方面取得了一定优势。过去一年，公司将更多资源投入到自营产 品的研发和供应链建设上，自营产品占总GMV比例逐年增加。2025财年，东方甄选自营产品及直播电 商业务总GMV为87亿元，其中自营产品占总GMV约43.8%。首席财务官尹强透露，东方甄选已累计推 出732款自营产品，产品类别从最初的生鲜食品及零食扩展到更多元化的产品系列。 消息面上，近日，东方甄选宣布，将以月薪1.5万至3万元招聘北京中关村旗舰店店长，标志着其正式进 军线下社区超市领域。该门店面积约400平方米，主营生鲜、零食、日用百货、现制3R食品及饮品，定 位为社区居民"一日三餐"的便捷消费场景。据了解，数字化工具的普及使需求预测和库存管理更加精 准，供应链标准化程度提高降低了运营难度。东方甄选凭借直播电商积累的爆品运营能力、数字化基础 及源头直采体系，具备切入社区市场的独特优势。其此前尝试的前置仓模式，已为线上线下（300959） 融合奠定基础。 ...