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][6] - 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 with coffee and light meals [1][6] - 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][13] Recruitment and Management - The store manager position requires over five years of retail experience and management of teams larger than 15 people, with a preference for candidates from convenience store backgrounds [6] - Recent business registration changes indicate that Oriental Selection is expanding its operational scope to include restaurant management and delivery services, although specific details on these services remain undisclosed [6] Business Strategy - The flagship store is part of a broader strategy to integrate online and offline sales channels, potentially enhancing customer experience through services like in-store pickup and immediate delivery [9][10] - The company previously experimented with a "one-hour delivery" service in collaboration with JD.com, but this initiative was ultimately abandoned due to logistical challenges [9] Market Context - The offline retail market is becoming increasingly competitive, with other live-streaming companies also exploring physical store expansions to enhance brand recognition and customer engagement [11][12] - The flagship store's location in Beijing's Zhongguancun area places it in direct competition with established retailers, necessitating a strong product selection and unique selling proposition [12] Financial Performance - 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, particularly affected by the loss of key influencers [13][14] - Despite challenges, the company is focusing on diversifying its product offerings, moving towards higher-margin items such as smart home products and apparel [13] App Development - The Oriental Selection app has seen growth, with its GMV contribution increasing from 8.4% to 15.7% in the latest fiscal year, alongside a rise in paid membership numbers [14]
东方甄选将在京开首家旗舰店 直播机构扩张线下