Core Insights - The flagship store business of Dongfang Zhenxuan aims to find incremental growth offline while linking to online operations [2][10] - Dongfang Zhenxuan is recruiting store managers for its first flagship store in Beijing, offering salaries between 15,000 to 30,000 yuan, prioritizing candidates with experience in "catering + retail" [3][9] - The company is exploring a multi-faceted business model, including restaurant management and delivery services, as part of its operational adjustments [7][9] Recruitment and Store Details - The flagship store will be located in Zhongguancun, Beijing, covering approximately 400 square meters and offering a variety of products including fresh food, snacks, daily necessities, and a dining area [3][9] - The recruitment criteria for store managers include over five years of retail experience and management experience in a combined catering and retail environment [3][9] Business Model and Strategy - The flagship store is expected to integrate online and offline experiences, potentially offering services like in-store pickup and immediate delivery [10][13] - Dongfang Zhenxuan's previous attempts at rapid delivery services faced challenges, leading to a reevaluation of its logistics and fulfillment strategies [11][13] Market Context and Competition - Other live-streaming institutions like San Zhi Yang and Jiao Ge Peng You are also expanding into offline markets, indicating a trend among similar businesses to seek growth outside of online platforms [14][16] - The flagship store's location in a competitive area with established brands like Sam's Club and Hema presents challenges for differentiation and product selection [18] Financial Performance and Product Strategy - Dongfang Zhenxuan's GMV from all sales channels dropped from 14.3 billion yuan to 8.7 billion yuan year-on-year, with significant declines in its main sales channel on Douyin [19][21] - The company is shifting its product mix to include higher-margin items like smart home products and apparel, expanding its self-operated product lines to over 700 [21]