EAST BUY to Open First Physical Store in Beijing, Expanding Offline Presence

Deep News2025-12-03

EAST BUY, under the leadership of CEO and New Oriental Group Chairman Yu Minhong, is taking its first step toward a nationwide network of 100 stores. On December 3, it was revealed that EAST BUY is recruiting a store manager for its flagship location in Beijing, offering a monthly salary ranging from 15,000 to 30,000 yuan. Candidates with experience in managing hybrid "dining + retail" operations are preferred.

The flagship store, located in Beijing’s Zhongguancun area, spans approximately 400 square meters. In addition to offering fresh food, snacks, and daily necessities typical of convenience stores, it will also feature a light dining section and a coffee bar.

Over the past two years, EAST BUY has faced turbulence, including the departure of top livestream hosts and executives. Offline expansion may now serve as a new avenue for growth amid intensifying online competition.

EAST BUY is not alone in this strategy—other major livestreaming players like Sanzhiyang, Jiaoyou Pengyou, and Meiwanda have also been exploring offline retail to strengthen brand presence.

"Livestreaming e-commerce has become overly saturated, with fierce competition for traffic. While heavy investment in promotions is necessary, profit margins continue to shrink," noted Jiang Rong, an e-commerce expert and senior advisor at Dalang Think Tank. In her view, offline expansion could present a growth opportunity for livestreaming firms.

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