电商早报：追觅咖啡回应上海门店闭店；宝尊Q2电商业务服务收入增长10%

This morning e-commerce digest aggregates six latest updates in China's domestic e-commerce retail sector, covering brand expansion, corporate financial results, channel expansion, supply chain recruitment, and cross-border platforms. Key takeaways are as follows:

1. Brand layout update: DMCAFE, the coffee brand owned by cleaning tech firm Dreame, has made phased adjustments to its Shanghai stores, with only some locations closing. Its first Shanghai store remains operational, and a new outlet at Beijing Daxing International Airport is scheduled to open in October, with more new store openings planned for Shanghai in the future. Consumers with unused coffee cards can follow official announcements from the brand for updates.

2. Core industry data: STO Express reported a 128% year-on-year increase in net profit in the first half of the year, with its market share rising to 14.24%. Baozun saw a 10% year-on-year growth in e-commerce service revenue in Q2, with its omni-channel operation capabilities recognized by multiple platforms.

3. Updates to consumer services: RT-Mart has launched its first dark stores (front warehouses for on-demand delivery) simultaneously in four cities including Tianjin and Shanghai, offering delivery in as fast as 30 minutes. The retailer aims to increase the share of online sales to 40%-50% within three years, bringing consumers faster, more convenient on-demand delivery services.

This article aggregates the latest updates in e-commerce retail to help brands capture industry trends and inform their business layout. Key takeaways are as follows:

1. Reference for cross-border offline expansion: Tech brand Dreame's foray into offline coffee retail is not a full retreat—only phased optimization of its Shanghai store network, with more expansion planned going forward. This shows that brands pursuing cross-industry offline expansion can adopt a flexible adjustment strategy, optimizing their layout based on market feedback to avoid blind over-expansion.

2. Reference for capability building: By focusing on omni-channel content operation and full-channel services, Baozun has secured official service provider certifications from multiple platforms including Alimama, Douyin, and Xiaohongshu, while growing its service revenue by 10% and earning recognition from brand clients. Brands can partner with high-quality third-party operation service providers to fill gaps in their own omni-channel operational capabilities.

3. Track and channel opportunities: SHEIN has launched its new activewear brand Glowmode and opened supplier recruitment, indicating that the activewear track still has room for growth. Meanwhile, on-demand retail has become a key growth driver for offline retail, and brands can partner with front warehouse channels to launch on-demand delivery that meets consumers' demand for speed.

This article covers the latest trends across multiple e-commerce sectors to help sellers identify opportunities and mitigate risks. Key takeaways are as follows:

1. New cross-border expansion opportunity: After Temu opened onboarding for local European sellers, a survey found that 50% of participating sellers have expanded production and hired more staff, 34% have successfully entered new international markets, and 75% now list Temu as a core or supplementary sales channel. Temu currently operates in more than 90 markets, making it a promising new channel for sellers looking to expand globally.

2. Incremental opportunity in on-demand retail: RT-Mart has launched a large-scale expansion of its front warehouse network, opening new locations in four cities simultaneously with a plan to raise online sales share to 40%-50% within three years, followed by expansion into more cities. Sellers can partner with RT-Mart's front warehouses to capture incremental on-demand retail traffic.

3. Risk management reference: Dreame's store adjustment in its coffee business shows that offline expansion requires ongoing market assessment and flexible adjustments, rather than aggressive blind expansion. Sellers with limited in-house operational capabilities can partner with multi-platform certified operators like Baozun to upgrade their operational capacity.

This article outlines multiple business opportunities and industry directions for manufacturing factories. Key takeaways are as follows:

1. Clear supply chain partnership opportunity: Glowmode, SHEIN's active lifestyle brand, is currently recruiting suppliers for two partnership models: OEM and FOB. It has set clear entry requirements: suppliers must have in-house pattern makers, the ability to create patterns from design drafts, quality control systems, dedicated pattern rooms, and prior brand collaboration experience. Factories with expertise in specialty activewear manufacturing techniques such as bonding and laser cutting are prioritized. Requirements also include a minimum of 45 sewing stations and monthly production capacity of no less than 30,000 pieces. Eligible factories can apply for stable orders through this recruitment.

2. Track direction reference: Leading cross-border platforms are launching in-house activewear brands, indicating strong current demand for activewear, which brings clear incremental opportunities for activewear manufacturers.

3. Overall industry trend: STO Express reported a 15.81% year-on-year increase in business volume and 128% net profit growth in H1, with continuing market share gains. This shows that overall e-commerce demand is still growing, and factories can proactively partner with e-commerce brands to secure more orders and advance their own e-commerce-focused business layout.

This article aggregates the latest e-commerce industry updates to help service providers capture industry trends and identify customer demand. Key takeaways are as follows:

1. Core customer demand direction: Brands currently have strong demand for omni-channel full-scope operation. By strengthening its omni-channel content operation and full-channel service capabilities, Baozun secured official service provider certifications from all major platforms including Alimama, Douyin E-commerce, and Xiaohongshu, growing its service revenue 10% year-on-year and earning recognition from brand clients. This demonstrates that differentiated omni-channel operation services are both the core competitiveness for service providers and the key unmet need of brand clients today.

2. New cross-border service opportunity: Temu's local European seller program is growing rapidly, with more than half of participating sellers expanding production and increasing headcount. A large number of sellers have demand for international expansion, so service providers can develop complementary services in compliance, logistics, and operation to tap new growth sources around the needs of local European sellers expanding overseas.

3. New opportunities supporting on-demand retail: RT-Mart is conducting large-scale front warehouse expansion, with plans to roll out the model to more cities, which brings new partnership opportunities for service providers focused on front warehouse operation, delivery management and related fields.

This article presents multiple industry cases to inform marketplace platforms' recruitment, operation, and strategic layout. Key takeaways are as follows:

1. Reference for cross-border platform recruitment and operation: After entering the European market, Temu opened onboarding for local sellers. Its local seller program now covers more than 35 markets, with the platform's overall business covering more than 90 markets. Surveys show more than half of participating sellers have expanded production and headcount, and 75% list Temu as a core or supplementary sales channel. This demonstrates that the local seller onboarding model can effectively enrich platform ecosystems and attract seller participation, providing a reference for other cross-border platforms pursuing localization.

2. Reference for service provider management: Multiple platforms issue official certifications for high-quality third-party operation service providers, and Baozun's steady service revenue growth after receiving certification shows that the official certification model helps platforms screen high-quality service providers while helping service providers earn trust from brand clients, creating a win-win outcome for platforms, service providers, and brands.

3. Reference for retail platform strategy: RT-Mart is using front warehouses as its core driver for online growth, conducting large-scale expansion with a target of raising online sales share to 40%-50% within three years. This shows that on-demand retail is the core growth direction for offline retail platforms, and platforms can optimize their layout around on-demand delivery to meet consumer demand.

This article aggregates the latest industry dynamics in China's e-commerce retail sector in the second half of 2025 (note:原文笔误应为2025,若坚持原文时间请改为2026), providing updated cases and data for industry research. Key takeaways are as follows:

1. Research case on cross-category brand expansion: Chinese tech brand Dreame's foray into offline coffee retail saw phased adjustments to its store network in the early expansion stage, retaining core locations while maintaining future expansion plans. This captures the exploration process of local tech brands entering new consumer categories, providing an updated sample for research on offline expansion strategies for cross-category entrants.

2. New trends in branding and supply chains for cross-border platforms: SHEIN's launch of standalone activewear brand Glowmode, with open recruitment for factories, two partnership models and clear entry requirements, reflects the new shift of cross-border platforms from marketplace models to in-house private label development, as well as the latest trend of supply chain upgrading.

3. Data for research on cross-border expansion models: Temu's rollout of the local seller model in Europe has led to more than half of participating sellers expanding production and headcount, and over 70% of sellers listing the platform as a core or supplementary channel, according to latest survey data. This provides first-hand data for research on the effectiveness of localization models for Chinese cross-border platforms expanding overseas. Additionally, the article publishes latest financial results from multiple companies that can serve as foundational data for industry research.