Core Viewpoint - Dongfang Zhenxuan is transitioning into offline retail, marking a significant shift from its successful online live-streaming sales model, with plans to open flagship stores and explore new business opportunities [4][6][11]. Group 1: Business Strategy - Dongfang Zhenxuan is hiring for its first flagship store in Beijing, indicating a serious commitment to offline retail, with a focus on candidates with experience in both food and retail management [7]. - The flagship store will cover approximately 400 square meters and offer a variety of products, including fresh food, snacks, and a dining area, showcasing a blend of retail and dining experiences [11]. - The company has previously hinted at offline retail plans, leveraging existing New Oriental teaching locations to create a hybrid online-offline business model [11][12]. Group 2: Market Context - The offline retail landscape is evolving, with various formats emerging in response to consumer demands for convenience and quality, as seen with competitors like Walmart and local brands [19][20]. - Dongfang Zhenxuan's move into offline retail comes amid increasing competition in the live-streaming sales sector, where growth has plateaued, prompting the need for diversification [18][23]. Group 3: Financial Performance - Dongfang Zhenxuan reported a total revenue of 4.4 billion yuan for the fiscal year ending May 31, 2025, a decrease of 32.7% year-on-year, highlighting financial pressures that may drive the need for new revenue streams [18]. - The company achieved a net profit of 6.2 million yuan, a significant drop of 97.5% compared to the previous year, indicating challenges in maintaining profitability [18]. Group 4: Product and Brand Development - Dongfang Zhenxuan has launched 732 self-owned products, with self-owned products accounting for approximately 43.8% of total GMV in the 2025 fiscal year, reflecting a strong product development strategy [16]. - The company has also introduced a paid membership program, which has grown to 264,300 members, enhancing customer loyalty and engagement [16]. Group 5: Challenges and Considerations - The transition to offline retail presents challenges, including the need for a robust supply chain and operational expertise, as the company lacks experience in traditional retail [21][23]. - Dongfang Zhenxuan aims to adopt a boutique model for its offline stores, focusing on quality over quantity, which will require careful planning and execution to ensure success [24].
俞敏洪要做线下零售，东方甄选PK盒马、山姆？