Core Insights - Oriental Selection is planning to open its first flagship store in Beijing, with a focus on hiring a store manager with experience in both food and retail sectors, offering a salary between 15,000 to 30,000 yuan [1][6] - The flagship store will feature a variety of products including fresh food, snacks, daily necessities, and a dining area for quick 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 [1][14] Recruitment and Store 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 food management and delivery services [6][7] Business Model and Strategy - The flagship store model may draw inspiration from successful convenience store operations, integrating dining and coffee areas [7] - The company is exploring a hybrid online-offline model, utilizing existing New Oriental teaching points to attract foot traffic and convert visitors into members [7][10] Market Context and Competition - The flagship store is positioned to enhance Oriental Selection's offline presence amid increasing competition from other live-streaming and retail brands [11][12] - The company faces significant competition in the offline retail space, particularly in high-traffic areas like Beijing's Zhongguancun, where it will compete with established brands [12][13] Financial Performance and Challenges - The company has experienced a decline in GMV across all sales channels, dropping from 14.3 billion yuan to 8.7 billion yuan year-over-year [14] - The departure of key figures has impacted the company's market presence, with a notable drop in followers and sales volume on major platforms [14][15] Product Diversification and App Development - Oriental Selection is diversifying its product offerings, moving beyond low-margin fresh food to include higher-margin items like smart home products and apparel [14] - The company's app has seen an increase in GMV contribution, rising from 8.4% to 15.7% of total sales, indicating a growing focus on digital sales channels [15]
独家|东方甄选将在京开首家旗舰店 直播机构扩张线下