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This article covers the core update that Oriental Selection is turning to offline physical retail to unlock new growth, after its live-streaming e-commerce growth plateaued and the risk of over-reliance on key hosts came to the fore. It has already opened three stores, and its business model is still in the validation phase.

1. Latest expansion progress: Oriental Selection currently operates three offline locations in Beijing, Xi'an, and Zhengzhou, each with a differentiated positioning. The Beijing store is an urban comprehensive flagship prototype, the Xi'an location is a mixed cultural tourism and education concept store for Northwest China, and the Zhengzhou outlet is a community convenience store. The first Beijing location drew 70,000 cumulative visits during its soft opening, with an average daily footfall of 4,000, marking a strong early performance.

2. Core advantages for offline expansion: Oriental Selection can repurpose New Oriental's 800 existing teaching centers nationwide for its stores, drastically cutting rental costs while converting its existing customer base. It also has a mature supply chain supporting over 800 self-operated products, and 30 million highly sticky users.

3. Current challenges: Offline retail is a highly competitive space, and Oriental Selection still needs to resolve issues including cost control, consistent product quality and pricing across online and offline channels, and building out retail operational capabilities. Its final model has not yet been finalized.

This article provides valuable practical insights for brands looking to build an omnichannel presence and unlock new growth curves.

1. Consumer trends and strategic direction: Online live-streaming e-commerce红利 has plateaued, with customer acquisition costs climbing steadily. Over-reliance on top streamers also creates significant volatility in business performance. Offline instant retail is an emerging blue ocean market projected to reach 3.6 trillion yuan by 2030, and building an integrated online-offline presence is the key to long-term sustainable growth for brands.

2. Channel development insights: Brands can cut expansion costs by repurposing their existing stock resources, just as Oriental Selection converted its legacy education facilities into retail stores while converting existing customers, sharply reducing rental and customer acquisition costs in the early expansion phase.

3. Differentiated store operations: Brands can tailor store formats and product assortments to regional characteristics and local consumer demand. For example, the Xi'an store incorporates local agricultural specialties and cultural tourism and education offerings, while the Zhengzhou store operates as a community convenience hub leveraging local members and supply warehouses. This approach better fits local needs and strengthens brand trust, while brands must also prioritize cost control and filling operational gaps.

This article offers extensive actionable insights, opportunity alerts and risk warnings for sellers looking to expand into new growth channels.

1. New growth opportunities: With the live-streaming traffic plateau and rising customer acquisition costs online, offline instant retail represents an untapped blue ocean. Opening physical stores allows sellers to build a second growth curve and hedge against uncertainty from online traffic volatility and streamer turnover.

2. Actionable expansion lessons: Prioritize repurposing existing assets when expanding offline: Oriental Selection's conversion of former education venues cut rental costs and allowed it to convert its existing customer base. Stores should adopt differentiated positioning tailored to local customer characteristics and consumption preferences. Brands should also integrate online and offline membership systems to convert one-time traffic into repeat long-term users, breaking free from reliance on unpredictable traffic.

3. Risk warnings: Offline retail is highly competitive, so sellers should first test and validate their model in pilot locations, scale expansion only after achieving profitable, standardized operations, and prioritize resolving challenges including cost control, consistent product quality and pricing across channels, and faster supply chain responsiveness.

This article outlines new business opportunities and transformation insights for manufacturing factories that supply consumer retail channels.

1. Business collaboration opportunities: Oriental Selection is accelerating offline expansion, currently offers over 800 self-operated products, and plans to expand its SKU count to 2,000-3,000. This creates extensive collaboration opportunities for high-quality, reliable manufacturing suppliers. As Oriental Selection's regional stores source localized specialty products — for example, the Xi'an store stocks Shaanxi native agricultural specialties, and the Zhengzhou store features multiple self-operated products from Henan-based enterprises — local factories can leverage their geographic advantages to secure partnerships.

2. Product development insights: Factories can develop products aligned with the regional positioning of their retail partners, creating specialty offerings tailored to local consumer preferences. This approach makes products far more likely to be prioritized by channels and open up new sales avenues.

3. Transformation insights: Oriental Selection's offline stores cater to high-frequency, immediate community consumption demand, which requires faster supply chain turnover and restocking. Factories need to optimize supply chain responsiveness and cut turnover costs to better align with channel requirements and improve their competitive edge as partners.

This article outlines the industry trend of live-streaming e-commerce brands expanding offline, and provides insights into industry trends and customer pain points for retail-focused service providers.

1. Industry development trends: Leading live-streaming e-commerce brands are shifting from online-only operations to integrated omnichannel strategies, and demand for offline expansion will continue growing. The "online + offline + instant retail" hybrid model will become a key direction for the industry going forward.

2. Core customer pain points for offline expansion: In the early stage of offline expansion, brands prioritize controlling rental and customer acquisition costs, improving supply chain turnover and last-mile delivery speed, and integrating online-offline membership systems and traffic. Most established live-streaming brands lack experience in offline retail operations, creating a clear capability gap.

3. New business direction references: Service providers can develop targeted solutions to address these pain points, including venue renovation, supply chain management, membership system operation, and instant delivery. Oriental Selection's existing partnership with JD Logistics for order fulfillment confirms that demand for instant delivery services is growing rapidly.

This article outlines the omnichannel expansion trend among leading live-streaming brands, and provides insights for marketplaces to track industry shifts and optimize招商 and operations.

1. Shifting merchant demand: Top live-streaming brands are no longer satisfied with online-only channels and are scaling up offline expansion. They need marketplaces to provide support for offline scenario deployment, supply chain fulfillment, omnichannel membership operation and other services. Marketplaces can develop new service offerings around these demands to attract brand partners.

2. Insights for招商 and operations: Oriental Selection's differentiated regional positioning strategy can also be applied to marketplaces' offline招商 efforts. Platforms can guide partnered merchants to design differentiated formats and product offerings aligned with regional customer characteristics and local demand, to better fit local consumers and improve overall operational efficiency.

3. Guidance for risk mitigation: Platforms can advise partner brands against reckless large-scale expansion, recommending that they first test and validate the model in pilots, and only scale after achieving profitability and standardized operations to reduce business risk. Platforms can also connect brands with supply chain, delivery and operational resources to lower the barrier to offline expansion.

This article provides fresh industry insights and a first-hand case for e-commerce industry research, and offers high value for research on live-streaming e-commerce transformation.

1. New industry trends: With the live-streaming traffic红利 plateau and rising customer acquisition costs, leading brands broadly face the challenges of over-reliance on top streamers and volatile revenue. The industry is already exploring new development paths through online-offline integration, with offline scenarios and instant retail emerging as the new growth direction for the sector.

2. Exploration of a new business model: Oriental Selection's omnichannel integration model — combining online knowledge-driven live commerce, differentiated hybrid-format offline stores, and instant retail — cuts expansion costs by repurposing existing assets, builds long-term user loyalty through integrated online-offline membership, and strengthens brand equity through in-person offline experiences. It represents an innovative experiment in live-streaming e-commerce transformation.

3. New questions for in-depth research: This model is still in the pilot validation phase, and faces multiple challenges including offline cost control, consistent price and quality across channels, building retail operational capabilities, and improving supply chain responsiveness. Whether it can ultimately achieve profitable, scalable replication requires continued observation, making it a high-value research sample.