“杭漂”两年，辛选又想念广州了

Core Viewpoint - The company XinXuan Group is relocating its core team back to Guangzhou from Hangzhou, indicating a strategic shift to leverage local supply chain resources and enhance its operational efficiency in the live-streaming e-commerce sector [1][2]. Group 1: Relocation and Operational Changes - XinXuan Group's core team has moved back to Guangzhou, with plans to participate in the upcoming 618 shopping festival [1]. - The company has rented two office buildings in Baiyun Lake Digital Technology City, Guangzhou, and has taken most of the talent apartments in the area [1]. - Previously, XinXuan had established a presence in Hangzhou, renting a 23-story building to capitalize on the city's live-streaming e-commerce ecosystem [1][2]. Group 2: Supply Chain and Business Strategy - The move back to Guangzhou may prioritize supply chain efficiency, as the city is known for its mature apparel, beauty, and daily chemical industries [2]. - XinXuan established "Guangzhou XinXuan Supply Chain Co., Ltd." in 2020 to manage clothing wholesale and warehousing, aiming to shorten supply chain links [2]. - The company has registered the trademark "XinXuan Online Supermarket," indicating ambitions in retail, with plans to invest significantly in physical stores [2][4]. Group 3: Retail Ambitions and Challenges - XinXuan has opened a physical store named "XinXuan Supermarket" in Guangzhou, featuring various product categories [2]. - The supermarket operates on an invitation-only basis, requiring customers to spend over 10,000 yuan to enter, which has limited its visibility [4]. - XinXuan's founder, XinBa, has expressed a strong commitment to expanding the supermarket chain, despite previous controversies and regulatory scrutiny regarding false advertising [4].