Core Insights - Dongfang Zhenxuan is recruiting a store manager for its first flagship store in Beijing, offering a salary range of 15,000 to 30,000 yuan, with a preference for candidates with experience in managing "restaurant + retail" composite operations [2] - The flagship store, located in Zhongguancun, covers approximately 400 square meters and will feature fresh produce, snacks, daily necessities, as well as a casual dining and coffee area [2] - The company is facing challenges in its online business, with total revenue for FY2025 declining by 32.7% year-on-year, and a significant drop in revenue from its ongoing operations [2] Recruitment and Store Management - The store manager position requires at least 5 years of experience in the retail industry, with a focus on candidates from convenience store chains like Bianlifeng, 7-11, and Lawson [2] - The recruitment strategy indicates a shift towards offline exploration to create new growth opportunities, likely in response to pressures faced in the online segment [2][4] Financial Performance - In FY2025, Dongfang Zhenxuan's total revenue decreased from 6.1 billion yuan in FY2024 to 4.2 billion yuan, marking a 30.9% decline in ongoing business revenue [2] - During the "Double 11" shopping festival, the company conducted 57 live broadcasts, with only one achieving a GMV between 25 million and 50 million yuan, while the rest ranged from 5 million to 7.5 million yuan [2] Competitive Landscape - Dongfang Zhenxuan's competitor, "Yuhui Tongxing," founded by Dong Yuhui, has shown stable performance, achieving over 3 billion yuan in sales during the "Double 11" period [3] - The company has recently added new business areas such as restaurant management and delivery services, which may relate to its offline store operations [3] Operational Challenges - The flagship store's location in a core area like Zhongguancun entails high costs for rent, decoration, and staffing, posing significant operational challenges [4] - The differences in operational logic between offline retail and online live streaming require Dongfang Zhenxuan to enhance its expertise in areas like shelf display and customer flow design [4] - The competitive environment in Zhongguancun includes established brands like Hema and Sam's Club, necessitating Dongfang Zhenxuan to identify unique selling points to gain market advantage [4] Strategic Adjustments - The company's move to establish offline stores appears to be a strategic adjustment aimed at finding new growth avenues in light of its current online business performance [4] - The effectiveness of this exploration in improving the company's growth trajectory remains uncertain and will require time and market validation [4]

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]

Core Insights - The article discusses the shift of leading players in live-streaming e-commerce towards offline retail as the online traffic dividend reaches its peak. Oriental Selection is initiating a nationwide expansion with a flagship store in Beijing, combining dining and retail in a 400 square meter space to enhance online and offline integration [1][7]. Group 1: Company Strategy - Oriental Selection is actively recruiting for store managers with high expectations for offline operations, emphasizing the need for extensive retail experience and management skills, particularly from candidates with backgrounds in chain brands like Convenience Bee and 7-11 [1]. - The flagship store's design includes a dining and coffee area, reflecting a strategic pivot towards food services and delivery, aiming to control the entire supply chain from warehousing to delivery, thus improving fulfillment efficiency [2]. - The company aims to replicate the success of "Fat Donglai," known for its high-quality products and customer loyalty, as a strategy to differentiate itself in a competitive e-commerce landscape [2]. Group 2: Market Trends - The trend of offline expansion is becoming essential for e-commerce players as competition intensifies online, with companies like "Jiao Ge Peng You" and "Mei Wan" also increasing their offline presence to leverage the experiential advantages of physical retail [4]. - The successful case of a merchant who transitioned from a high-return online store to a hybrid model of online and offline sales illustrates the potential of integrating both channels [4]. Group 3: Operational Challenges - The complexity of offline retail operations, including inventory management and service standards, poses significant challenges for Oriental Selection, which must develop a replicable standard operating procedure (SOP) for nationwide expansion [5]. - Balancing online traffic generation with offline customer acquisition while maintaining quality will be a core challenge for the company as it transitions from live-streaming to physical retail [6].

Core Insights - Dongfang Zhenxuan is expanding into offline retail by recruiting for flagship store managers, indicating a strategic shift towards physical stores [2][3] - The company has added new business areas including restaurant management and delivery services, reflecting a broader operational scope [3] - The CEO, Yu Minhong, envisions a hybrid model combining online and offline services, leveraging existing New Oriental educational sites for customer flow [3] Group 1: Expansion Strategy - Dongfang Zhenxuan's first offline flagship store will be located in the core area of Zhongguancun, covering an area of 400 square meters [3] - The company aims to enhance brand visibility and consumer reach through the establishment of membership and experience stores in various cities [3][4] - The expansion into offline retail is seen as a necessary gamble for survival amidst increasing competition [2] Group 2: Market Dynamics - The shift to offline retail is partly driven by rising online advertising costs, making physical stores a more cost-effective option for customer acquisition [5] - Consumer satisfaction tends to be higher in offline shopping due to better product comparison opportunities, which can enhance brand credibility [5] - Retail experts suggest that a cautious and successful approach to offline expansion could significantly benefit the company's growth [5] Group 3: Financial Performance - Dongfang Zhenxuan's revenue from ongoing operations decreased from 6.5 billion yuan in the 2024 fiscal year to 4.4 billion yuan in the 2025 fiscal year, a decline of 32.7% [6] - The net profit from ongoing operations fell sharply from 249 million yuan to 6.2 million yuan during the same period [6] - Despite these challenges, the negative impact from the departure of key influencers is diminishing, indicating potential stabilization [6] Group 4: Competitive Positioning - Dongfang Zhenxuan is looking to benchmark its product quality against established retailers like Pang Donglai, which is known for its exceptional service and product management [7] - Analysts note that while there are similarities in product quality, the operational scale and store size differ significantly between Dongfang Zhenxuan and Pang Donglai [7] - The company is encouraged to explore franchise models to expand its offline presence effectively [5][7]

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]

Core Viewpoint - Oriental Selection (01797) has entered the offline community supermarket sector, marking a significant expansion in its business model, with a focus on convenience for local residents [1] Group 1: Business Expansion - Oriental Selection's flagship store in Beijing's Zhongguancun will hire store managers with monthly salaries ranging from 15,000 to 30,000 yuan, indicating its commitment to the offline market [1] - The new store will cover approximately 400 square meters and will offer fresh produce, snacks, daily necessities, and ready-to-eat food and beverages, catering to the "three meals a day" consumption needs of community residents [1] Group 2: Digital and Operational Advantages - The company leverages digital tools for accurate demand forecasting and inventory management, enhancing supply chain standardization and reducing operational difficulties [1] - Oriental Selection's experience in live-streaming e-commerce has equipped it with unique advantages in product operation and direct sourcing, facilitating its entry into the community market [1] Group 3: Product Development and Performance - Over the past year, Oriental Selection has increased its investment in the research and development of self-operated products, with self-operated products accounting for approximately 43.8% of the total GMV in the fiscal year 2025, amounting to 8.7 billion yuan [1] - The company has launched a total of 732 self-operated products, expanding its product range from initial fresh food and snacks to a more diversified portfolio [1]

Core Viewpoint - Dongfang Zhenxuan, known as the online "Little Sam's," is expanding into offline retail by opening its first flagship store in Beijing amidst declining revenues and increased competition in the live-streaming e-commerce sector [1][4]. Group 1: Store Opening and Management - Dongfang Zhenxuan is hiring a store manager for its flagship store in Beijing, requiring over 5 years of retail experience and expertise in managing teams of 15 or more [1]. - The flagship store will cover approximately 400 square meters and will sell fresh produce, snacks, daily necessities, and include a casual dining and coffee area [4]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.4 billion yuan, a year-on-year decrease of 32.7%, with net profit from continuing operations dropping by 97.5% to 6.2 million yuan [4]. - The decline in revenue is attributed to intensified competition in the live-streaming e-commerce industry and strategic adjustments within the company [4]. Group 3: Market Trends and Challenges - The growth rate of the live-streaming e-commerce sector is slowing, with a projected growth rate of only 8.31% for 2024, indicating a shift from a phase of rapid growth to one of competition for existing market share [4]. - Dongfang Zhenxuan's order volume from Douyin decreased from 50.1 million orders in the first half of 2024 to 41.5 million in the first half of 2025, marking the lowest performance in three years [4]. Group 4: Strategic Shifts and Initiatives - The company has previously experimented with instant retail and next-day delivery services but faced challenges in execution, leading to the abandonment of certain initiatives [6]. - Dongfang Zhenxuan's decision to enter offline retail is seen as a necessary response to high online traffic costs and limited conversion rates [6]. Group 5: Competitive Landscape - The flagship store will face stiff competition from nearby retailers such as Fudi, Hema Fresh, and Sam's Club, making differentiation a significant challenge [8]. - Other live-streaming e-commerce companies are also exploring offline retail, indicating a broader trend in the industry towards physical presence for brand establishment and customer acquisition [9].

Core Insights - The core focus of the article is on Oriental Selection's strategic shift towards offline retail, highlighting the challenges and opportunities associated with this transition, particularly in the context of its recent leadership changes and financial performance [1][7]. Group 1: Company Strategy - Oriental Selection is actively seeking to establish its first flagship store in Beijing, with a monthly salary range of 15,000 to 30,000 RMB for the store manager, indicating a serious commitment to its offline retail strategy [1][2]. - The flagship store will cover approximately 400 square meters and will feature a combination of fresh food, snacks, daily necessities, and a dining area, aiming for a "restaurant + retail" hybrid model [3][4]. - The company is looking for store managers with at least five years of retail experience and a background in managing hybrid business models, indicating a focus on leveraging experienced talent to build its offline operations [3][4]. Group 2: Financial Performance - For the fiscal year 2025, Oriental Selection reported total revenue of 4.4 billion RMB, a decrease of 32.7% from the previous year, with a net profit of only 620,000 RMB, down 97.5% year-on-year [8]. - The financial implications of opening physical stores include significant operational costs such as rent, which could exceed 100,000 RMB per month for a prime location, alongside high salaries for staff, creating pressure on profitability [4][6]. Group 3: Market Competition - The offline retail market is highly competitive, with established players like 7-ELEVEn and Hema already having strong supply chains and operational efficiencies, posing a challenge for Oriental Selection as it enters this space [6][9]. - Competitors are leveraging unique business models and customer engagement strategies, such as integrating online and offline sales, which Oriental Selection must consider to differentiate itself [6][9]. Group 4: Operational Challenges - Oriental Selection faces significant operational challenges due to its lack of experience in offline retail, particularly in areas such as store location selection, layout design, and customer service [9][12]. - Previous quality control issues in its product offerings have raised concerns about its ability to maintain standards in a retail environment, where product quality is critical to brand reputation [9][12]. Group 5: Strategic Recommendations - It is suggested that Oriental Selection should initially focus on pilot stores in areas with high overlap with its existing educational centers to minimize costs and competition [13]. - The company should emphasize its strengths in self-operated products and create a unique shopping experience that differentiates it from traditional supermarkets, while also enhancing its supply chain efficiency [13].

东方甄选的野心不止是做"线上山姆"了。 近期，东方甄选正在招聘北京首家旗舰店的店长，优先有"餐饮+零售"复合业态管理经验的人才，薪资待遇15-30k。 这家旗舰店位于北京中关村，面积在400平方米左右，除了生鲜、零食、日百等便利店商品，还涵盖简餐和咖啡饮品区。 继董宇辉、孙东旭离职后，东方甄选终于走向线下，这家首店将是俞敏洪口中未来全国百家门店的第一步试点。 过去两年，东方甄选持续在供应链和品牌心智上做重投入，自营品占比提升、付费会员体系建立，但线上流量的天花板越来越清晰。要从直播电商转向新 零售品牌，线下门店是它必须补上的一块拼图。 此前，俞敏洪表示希望依托800个新东方地面教学点探索出一个线上线下相结合的模式，和全国新东方合作开设地面服务店、会员店、旗舰店。 那么，东方甄选的品牌力和用户黏性，能否支撑起一个真正意义上的零售业态？ 一、不得不走的一步棋 东方甄选迈出线下旗舰店这一步，是渠道延伸，又不只是渠道延伸。这是东方甄选在多重压力之下的一次战略调整。 布局线下的最直接推力，是线上流量生态发生了根本性逆转。 众所周知，东方甄选从抖音起家，到现在，抖音仍然是东方甄选的基本盘。但是随着直播电商模式的常态化、东 ...