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].

Core Insights - Dongfang Zhenxuan is expanding beyond being an "online Sam's Club" and is opening its first flagship store in Beijing, indicating a strategic shift towards offline retail [1][3][4] Group 1: Store Opening and Strategy - The flagship store is located in Zhongguancun, Beijing, covering approximately 400 square meters and will offer fresh produce, snacks, daily necessities, as well as a casual dining and coffee area [2] - This store marks the first step in a plan to establish a hundred stores nationwide, as mentioned by Yu Minhong [3][4] - The move to offline retail is seen as a necessary strategic adjustment due to declining online traffic and the need to diversify revenue streams [5][6] Group 2: Online Performance and Challenges - Dongfang Zhenxuan's order volume from Douyin is declining, with 50.1 million orders in the first half of FY2025 and 41.5 million in the second half, the latter being the lowest in three years [6] - The company launched a paid membership system in October 2023, with an annual fee of 199 yuan, but membership growth has slowed significantly, adding only 65,700 members in FY2025 compared to 74,800 in the second half of FY2024 [7][8] - The company's GMV for FY2025 is projected at 8.7 billion yuan, a 39.2% decrease year-on-year, indicating significant revenue pressure [9] Group 3: Financial Performance - For FY2025, Dongfang Zhenxuan's net revenue from ongoing operations is 4.39 billion yuan, down 32.7% year-on-year, with sales expenses rising to 900 million yuan due to increased advertising costs [11] - The net profit for FY2025 is reported at 6.2 million yuan, which is significantly low given the company's market valuation of over 18 billion yuan, resulting in a TTM P/E ratio exceeding 3200 times [12] Group 4: Future Outlook and User Engagement - The company aims to enhance user engagement through its app, which includes live streaming, community forums, and offline member events, to build trust and loyalty [19] - The offline stores are expected to serve as physical anchors for the brand, potentially improving customer trust and engagement, especially for high-frequency purchase categories like fresh food [19] - Dongfang Zhenxuan's transition to a retail model will require mastering complex operations such as site selection, inventory management, and cost control, which are critical for profitability in the retail sector [19]

扬子晚报/紫牛新闻记者张冰晶 校对石伟 爱企查App显示，东方甄选关联公司东方优选(北京)科技有限公司成立于2021年10月，法定代表人为孙东旭，注册资本1000万元人民币，经营范围包括鲜 肉批发、鲜肉零售、水产品批发、水产品零售、新鲜水果批发等。股东信息显示，该公司由北京新东方迅程网络科技有限公司全资持股。 | | 查企业 ▼ 东方优选(北京)科技有限公司 | 查一下 × | | 应用▼ v 老户特惠 | HOT 供需集市 日API ■ ■ ■ | | --- | --- | --- | --- | --- | --- | | 基本信息 56 | 司法信息 36 经营诊断 999+ | 知识产权 999+ | 企业发展 20 | 经营状况 29 | 历史信息 15 | | 工商注册 2 Q 发生变更时提醒我 | | | | | | | 工商注册 历史工商注册 | | | | | 不 下载数据 ◎ 意 企 | | 企业名称 | 东方优选(北京)科技有限公司 | 统一社会信用代码(2 | | 91110117MA04GK1T6X | | | 法定代表人 2 | 孙东旭 TA有7家企业 > | 经营状态 | | ...

近日，南都N视频记者在招聘网站看到，东方甄选开始招聘实体店店长职位，工作地点在北京中关村核心办公区/核心 商圈，要求全面负责400平方米旗舰店的运营，覆盖便利店商品、简餐咖啡饮品等业态。 不过，截至发稿，东方甄选已经在各招聘平台将店长招聘的信息下架。对于是否要开设实体店业务，东方甄选尚未给 南都记者回应。 事实上，东方甄选已经在小范围地尝试小时达服务。去年，东方甄选在财报中披露，为进一步提升物流效率，确保新 鲜、高品质的产品供应，在2024年，东方甄选与第三方物流商合作在北京等一线城市开展前置仓试点。关于其中原 因，东方甄选表示，希望通过设置前置仓能实现更快、更具成本效益的运输，并在两小时内完成订单到交付过程。同 时，东方甄选还可整合订单及包装运输，这将极大地改善用户体验。 去年4月，东方甄选正式推出"小时达"服务，并在抖音"东方甄选小时达"账号开播。彼时，东方甄选方面透露，东方甄 选"小时达"业务首先针对北京市场，已与17个前置仓建立合作，配送范围覆盖北京五环内80%区域，未来将覆盖更多 城市。 但南都记者发现，"东方甄选小时达"账号最近一次更新已经是去年6月，其店铺所有商品都已经下架。 （文章来源：南方都 ...

Group 1 - Dongfang Zhenxuan will open its first flagship store in Beijing, marking the beginning of its plan to establish 100 stores nationwide. The store will have an area of approximately 400 square meters and will offer fresh produce, snacks, daily necessities, and a dining area [2] - Moore Threads announced that it will be listed on the Shanghai Stock Exchange's Sci-Tech Innovation Board on December 5, 2025, following approval from the Shanghai Stock Exchange [3] - Douyin e-commerce has adjusted the rules for its "Super Lucky Bag," prohibiting misleading terms such as "random delivery" and "mystery box" due to violations found during inspections [3] - McDonald's sold a store in Hong Kong for 38 million HKD, part of a strategy where it has sold four stores in the region within a month, totaling approximately 300 million HKD [3] - LVMH responded to accusations from the Hermes heir, denying any secret shareholding in Hermes and stating that such claims have been dismissed by Swiss authorities [4] Group 2 - TikTok announced plans to invest in its first data center in Latin America, located in Brazil, as part of its expansion strategy in the region [5] - Microsoft has lowered its sales targets for AI software due to lukewarm responses from enterprise customers, reflecting a shift in market expectations for AI product adoption [6] - The film "Unnamed: Meaning Extraordinary" has been postponed to ensure quality, originally scheduled for release on December 31 [7] - Doubao Mobile Assistant responded to privacy infringement allegations, clarifying that user consent is required for data access and that no data is stored on the cloud [8] - Liu Xin, a prominent investor, publicly announced a search for a partner, revealing that his stock holdings exceed 1 billion CNY, attracting attention in the financial community [9] - Huawei signed a cooperation agreement with the China Foreign Languages Publishing Administration to enhance collaboration in areas such as innovation and AI technology in the media industry [10] - Luzhou Laojiao's board has nominated Yi Zhi and Chen Guoxiang as independent director candidates, confirming their qualifications and commitment to independence [11]

Core Viewpoint - Recent management changes at Dongfang Zhenxuan, with founder Yu Minhong taking over as the legal representative and manager, reflect ongoing instability within the company [2] Group 1: Management Changes - Yu Minhong has replaced Sun Dongxu as the legal representative and manager of Dongfang Zhenxuan following Sun's resignation [2] - The company has experienced frequent personnel changes, including the departure of key figures such as CEO Sun Dongxu and popular host Jingwen [4][5] Group 2: Financial Performance - Dongfang Zhenxuan's total revenue for the fiscal year 2025 is reported at 4.39 billion yuan, a year-on-year decline of 32.7% [4] - Excluding revenue from the "Yuhui Tongxing" live streaming segment, the company's ongoing business revenue decreased by 30.9% from 6.1 billion yuan in fiscal year 2024 to 4.2 billion yuan in fiscal year 2025 [4] Group 3: Product Strategy - The company has launched a total of 732 self-operated products, increasing from 488 in the previous fiscal year, with self-operated products accounting for 43.8% of total GMV in fiscal year 2025 [4][5] - The reliance on self-operated products has led to a decrease in the diversity of offerings, impacting sales and revenue [5] Group 4: Market Position and Strategy - Dongfang Zhenxuan aims to establish a "self-operated products + membership system" model to reduce dependence on traffic and top hosts, but faces challenges such as insufficient SKU diversity and an immature membership system [5]

Core Insights - Oriental Selection, led by CEO Yu Minhong, is taking steps to open its first flagship store in Beijing, with a focus on hiring experienced managers in the "food and retail" sector [1][2] - The company aims to leverage its existing educational resources and customer flow from New Oriental's teaching points to establish a low-cost offline presence [5] - Recent financial reports indicate a significant revenue decline, attributed to increased competition in the live e-commerce sector and strategic business adjustments [6][7] Recruitment and Store Details - The flagship store will be located in a prime area of Beijing, covering approximately 400 square meters and offering a mix of convenience store products, fresh food, and a dining area [2] - The recruitment for the store manager position offers a salary range of 15,000 to 30,000 yuan, with specific experience requirements in retail and new retail management [1] Financial Performance - For the fiscal year ending May 31, 2025, Oriental Selection reported total revenue of 4.4 billion yuan, a year-on-year decrease of 32.7% [6] - The company achieved a net profit of 6.2 million yuan, a drastic drop of 97.5% compared to the previous year's profit of 249 million yuan, indicating ongoing challenges following strategic shifts [6][7] Strategic Developments - The recent appointment of Yu Minhong as the legal representative and manager of the company reflects a strategic shift, with an expansion into food service and delivery sectors [8] - The opening of the flagship store is seen as a critical move for Oriental Selection to enhance its offline presence and attract new customer traffic [7]

Core Insights - Oriental Selection is planning to open its first flagship store in Beijing, with a recruitment drive for store managers offering salaries between 15,000 to 30,000 yuan, prioritizing candidates with experience in "restaurant + retail" management [1][3] - The flagship store will cover approximately 400 square meters and will offer a variety of products including fresh food, snacks, daily necessities, and a dining area for light meals and coffee [1] - The company aims to leverage offline retail as a new growth avenue, especially after facing challenges in its online business due to the departure of key personnel and declining sales [1][10] Recruitment and Management - The store manager position requires over five years of experience in the retail industry, with a preference for candidates who have managed teams of more than 15 people and have experience in convenience store chains like Convenience Bee, 7-Eleven, and Lawson [3] - The company has recently expanded its business scope to include restaurant management, delivery services, and catering, indicating a strategic shift towards integrating dining services into its retail model [3] Business Model and Strategy - The flagship store is expected to serve as a link between online and offline operations, integrating live streaming, delivery, and in-store experiences [5] - The company previously attempted a "one-hour delivery" service in collaboration with JD.com but faced challenges, leading to the discontinuation of that initiative [6] - Oriental Selection is also exploring the use of smart retail cabinets to increase product exposure and enhance customer engagement [6] Market Context and Competition - The offline retail market is becoming increasingly competitive, with other live-streaming companies like San Zhi Yang and Jiao Ge Peng You also expanding into physical stores [8][9] - The flagship store's location in Beijing's Zhongguancun area places it in direct competition with established brands like Fudi, Hema, and Sam's Club, which will challenge Oriental Selection's product selection and differentiation strategies [9] Financial Performance and Challenges - The company has experienced a significant decline in sales, with GMV dropping from 14.3 billion yuan to 8.7 billion yuan year-over-year, and a notable decrease in orders through its primary sales channels [10][11] - The departure of key figures has negatively impacted the company's brand and market presence, necessitating a strategic pivot to regain consumer trust and market share [10][11] Product Diversification - Oriental Selection is shifting its product mix to include higher-margin items such as smart home products and apparel, moving away from a heavy reliance on low-margin fresh food [11] - The company has launched over 700 self-operated products, expanding its offerings to include health and wellness items, pet food, and clothing [11] Customer Engagement and App Development - The company is focusing on enhancing its app, with the GMV from the app increasing from 8.4% to 15.7% of total sales, and the number of paid members growing significantly [11]