东方甄选从直播间走向实体店，表面是新店开业，实质是战略重构。这场转型背后是线上红利见顶与内 部震荡的双重压力。 2025财年财报显示，公司来自抖音、淘宝及自有应用程序等所有销售渠道的已付GMV已从143亿元降至 87亿元。在头部主播董宇辉离职后，东方甄选粉丝量与流量深受影响。与辉同行的抖音粉丝在一年内迅 速超过3000万，而东方甄选主账号当前粉丝量为2805万。 据公开报道，东方甄选正以1.5万—3万元薪资招聘北京首家旗舰店的店长，要求具有"餐饮+零售"复合 业态管理经验。这家位于北京中关村、面积约400平方米的店铺将不仅销售生鲜、零食和日用品，还设 有简餐和咖啡饮品区。 2025财年，东方甄选来自所有销售渠道的已付GMV从去年同期的143亿元降至87亿元，其中占大头的抖 音渠道订单数从1.8亿单下降至9160万单。 战略转向：从线上流量场到线下体验场 线下零售的核心逻辑与线上完全不同。从选址、选品、供应链到店面布局、顾客动线、货架陈列，都是 积累了百年的核心技术。东方甄选的线下扩张也与其供应链建设成果密切相关。截至2025年5月31日， 公司已推出732款自营产品，同比增加50%。自营产品在GMV中的占比从 ...

当直播电商流量红利逐渐见顶，头部玩家纷纷将目光投向线下实体经济。 东方甄选以一则最高月薪3万元的店长招聘启事，正式拉开了全国百家门店布局的序幕。这家从新东方转型而来的电商新势力，正试图在北京中关村核心 商圈打造400平方米的旗舰样板，以"餐饮+零售"的复合业态，开启线上线下融合的新征程。 招聘的核心诉求，折射出东方甄选对线下运营的高期待。 岗位要求明确指向5年零售经验、3年以上管理资历，尤其青睐便利蜂、7-11等连锁品牌背景的管理者，强调15人以上团队管控能力与从0到1的门店搭建经 验。更关键的是，店长需兼具数据洞察、场景运营与团队复制能力，既要通过销售数据优化经营，又要设计贴合商品特性的营销方案，还要为未来百家门 店培养储备管理人才。 这份薪资与要求双高的招聘，本质上是东方甄选对线下标准化运营体系的迫切渴求。 旗舰店的业态规划暗藏巧思。 除了生鲜、零食等常规零售品类，增设的简餐与咖啡饮品区，印证了工商变更中新增餐饮服务、外卖递送业务的战略伏笔。400平方米的空间不仅是商品 陈列的载体，更将承担直播联动、即时配送、到店体验等多重功能。这一布局显然吸取了此前"小时达"业务的教训——2024年与京东买菜前置仓合作 ...

高薪招聘店长只是第一步，后续能否补齐零售基因短板、在激烈竞争中找到差异化定位，才是决定其线下布局成败的关键。 东方甄选，不平静。 自东方甄选前CEO孙东旭离职后，俞敏洪亲自接任法定代表人、经理及董事职务，公司股价在震荡中度过了一个月的适应期。 就在市场揣测这家直播电商巨头下一步动作时，其经营范围新增餐饮管理、外卖递送服务、餐饮服务业务的工商信息变更，率先释放出"探索多元可能"的 市场信号。 紧接着，《北京商报》12月3日披露的一则招聘启事引发行业聚焦：东方甄选正以1.5万至3万元月薪，为北京首家旗舰店寻觅店长，优先锁定"餐饮+零 售"复合业态管理人才。 图：东方甄选旗舰店招聘 「零售商业财经」查询发现，目前东方甄选"店长"招聘已悄然下架，但"储备店长"的招聘已更新，虽然东方甄选尚未公开回应实体店布局的具体规划，但 可以确定的是，俞敏洪念叨了一年多的"全国百家门店"构想，终于迈出了实质性的一步。 野心 从东方甄选首家旗舰店的规划细节来看，这家位于中关村核心商圈的门店面积约400平方米，涵盖生鲜、零食、日百等便利店商品，同时设置简餐和咖啡 饮品区，走"餐饮+零售"的复合业态路线。 在业态组合上，东方甄选对标的是便 ...

Core Insights - Oriental Selection, led by CEO Yu Minhong, is taking steps to open its first flagship store in Beijing, with a focus on hiring experienced managers in the "food and retail" sector [1][2] - The company aims to leverage its existing educational resources and customer flow from New Oriental's teaching points to establish a low-cost offline presence [5] - Recent financial reports indicate a significant revenue decline, attributed to increased competition in the live e-commerce sector and strategic business adjustments [6][7] Recruitment and Store Details - The flagship store will be located in a prime area of Beijing, covering approximately 400 square meters and offering a mix of convenience store products, fresh food, and a dining area [2] - The recruitment for the store manager position offers a salary range of 15,000 to 30,000 yuan, with specific experience requirements in retail and new retail management [1] Financial Performance - For the fiscal year ending May 31, 2025, Oriental Selection reported total revenue of 4.4 billion yuan, a year-on-year decrease of 32.7% [6] - The company achieved a net profit of 6.2 million yuan, a drastic drop of 97.5% compared to the previous year's profit of 249 million yuan, indicating ongoing challenges following strategic shifts [6][7] Strategic Developments - The recent appointment of Yu Minhong as the legal representative and manager of the company reflects a strategic shift, with an expansion into food service and delivery sectors [8] - The opening of the flagship store is seen as a critical move for Oriental Selection to enhance its offline presence and attract new customer traffic [7]

Core Viewpoint - Dongfang Zhenxuan is expanding its offline presence by opening its first flagship store in Beijing, with a focus on hiring a store manager with a salary range of 15,000 to 30,000 yuan, indicating a strategic shift towards physical retail to capture new growth opportunities in a competitive online environment [1][1][1] Group 1: Company Expansion - Dongfang Zhenxuan plans to open its first flagship store in Beijing, located in Zhongguancun, covering an area of approximately 400 square meters [1][1][1] - The flagship store will offer a variety of products, including fresh food, snacks, daily necessities, as well as a casual dining and coffee area [1][1][1] Group 2: Industry Context - The company is responding to the challenges of intense competition in online live streaming, where profit margins are declining due to high traffic acquisition costs [1][1][1] - Other live streaming organizations, such as San Zhi Yang, Jiao Ge Peng You, and Mei Wan, are also exploring offline scenarios to enhance brand recognition and capture additional market share [1][1][1]

Core Insights - Dongfang Zhenxuan, led by CEO Yu Minhong, plans to open its first offline flagship store in Beijing as part of a broader strategy to establish a nationwide presence with 100 stores [1] Group 1: Store Details - The flagship store will be located in Zhongguancun, Beijing, covering an area of approximately 400 square meters [1] - The store will offer a variety of products including fresh food, snacks, daily necessities, as well as a casual dining and coffee beverage area [1] Group 2: Recruitment Strategy - Dongfang Zhenxuan is looking to hire a store manager with a salary range of 15,000 to 30,000 yuan, prioritizing candidates with experience in both the restaurant and retail sectors [1]

Core Insights - The rise of "mix-and-match" consumption trends is breaking traditional category boundaries and reshaping consumer experiences, providing new opportunities for businesses in a competitive market [1][7][9] Group 1: Business Strategies - The "mix-and-match" approach allows businesses to explore diverse combinations of products and services, enhancing customer engagement and creating new revenue streams [6][9][14] - Successful examples include the integration of different culinary offerings, such as combining noodles with roasted duck, which has proven to attract customers and increase sales significantly [3][6] - Businesses are encouraged to innovate by blending various operational models, such as retail with dining or cultural experiences, to enrich consumer experiences and meet evolving demands [7][9][14] Group 2: Consumer Behavior - The shift from "purposeful purchasing" to "random enjoyment" reflects changing consumer preferences, where shoppers seek immersive experiences rather than just transactional interactions [8][9] - The modern consumer is drawn to environments that offer a blend of shopping, dining, and entertainment, transforming commercial spaces into multi-functional social hubs [8][9] Group 3: Market Trends - The trend of mixed business models is supported by government initiatives aimed at fostering new consumption scenarios and encouraging diverse commercial developments [9][10] - Successful case studies highlight the importance of breaking traditional operational boundaries, showcasing innovative combinations that enhance consumer engagement and satisfaction [9][10][14] Group 4: Challenges and Considerations - Not all mix-and-match strategies succeed; businesses must ensure that complementary elements align with their core offerings to avoid alienating their target audience [10][12] - Continuous adaptation and optimization of mixed business models are essential to maintain relevance and appeal in a dynamic market environment [14][15]

Core Insights - The closure of Naixue Life's first store in Shenzhen marks a significant shift in the new tea beverage industry, highlighting the challenges of innovation and transformation within the sector [1][9][11] Company Overview - Naixue Life's first store, which opened in August 2022, was a multi-brand platform that aimed to create a shared operational model but has now closed after three years of operation [1][4] - The brand has faced ongoing financial difficulties since its IPO, with a cumulative net loss of nearly 1.5 billion yuan over four years, and has closed 132 stores in the first half of 2023 [8][9] Strategic Shifts - Naixue has shifted from a fully direct-operated model to a franchise model in response to rising costs and inefficiencies, aiming to penetrate lower-tier cities [10] - The company has also attempted to adapt its product strategy to align with health trends, launching new product lines and opening 30 "Naixue Green" stores [10][11] Industry Context - The closure of Naixue Life's flagship store reflects broader challenges in the new tea beverage industry, where brands are grappling with the dual pressures of scaling and achieving profitability [9][11] - The industry is moving towards a phase of "precision cultivation" rather than mere conceptual innovation, emphasizing the need for deeper integration of core products with specific consumer scenarios [11] International Expansion - Naixue has made strides in international markets, with its first U.S. store opening in October 2025 in New York, which generated significant initial revenue [3][10]

Core Insights - The article highlights the ongoing efforts in Shunde, Guangdong, to develop a comfortable and convenient livable city, particularly through urban renewal and the promotion of young entrepreneurship [1][3]. Group 1: Urban Development and Community Transformation - The central urban planning initiative emphasizes the construction of livable cities and the enhancement of public service levels, with a focus on developing lifestyle service industries [3]. - The Su Gang community in Shunde has seen significant changes, with an influx of young entrepreneurs, such as Liang Yile, who relocated his coffee shop back to his hometown due to improved local conditions [3][6]. - The transformation of traditional buildings into trendy cafes and cultural spaces has created a vibrant atmosphere, attracting both locals and tourists [6][8]. Group 2: Policy Support and New Business Trends - Local policies have facilitated the emergence of new business formats, including modern tea houses and themed accommodations, which are rooted in the region's cultural heritage [4][6]. - The revitalization of public spaces, such as clean streets and organized recreational areas, has enhanced the quality of life for residents, fostering a sense of community [6][8]. - The integration of historical architecture with modern amenities has made Shunde an attractive destination for visitors, blending cultural heritage with contemporary living [8].

Core Insights - Guiyang has the highest growth rate of convenience stores in China at 4.9% according to the 2024 China Urban Convenience Store Development Index [1] - The convenience store industry in Guiyang has evolved from traditional small shops to vibrant consumer spaces, catering to a younger demographic and enhancing consumer experience [3][8] Industry Overview - As of the end of 2024, there are over 1,600 convenience stores in Guiyang and Gui'an, with a brandization rate of 70%, serving over 500,000 customers daily and generating consumption exceeding 3 billion yuan [3] - The convenience store model in Guiyang is characterized by high density, all-time service, and multiple business formats, contributing to urban livelihood and stimulating new retail industry growth [3] Consumer Behavior - Consumers increasingly prefer convenience stores for their diverse offerings, including snacks, meals, and local specialties, which align with their fast-paced lifestyles [5][8] - The convenience store format meets the demand for quick, easy access to food and daily necessities, especially for working individuals and families [13][17] Technological Integration - The adoption of smart payment systems and self-service kiosks has improved operational efficiency and consumer experience in convenience stores [22] - Younger generations, particularly Gen Z and Millennials, favor fragmented and digital shopping experiences, driving the trend towards smaller, ready-to-eat, and health-conscious product offerings [22][23] Market Trends - The development of "night economy" in Guiyang has led to increased foot traffic in convenience stores during late hours, with some stores reporting daily sales exceeding 10,000 yuan [11][15] - Convenience stores are evolving into multifunctional service providers, breaking traditional retail boundaries and adapting to the "15-minute living circle" initiative [20]