Source36氪•Stalecollected in 24m
East Buy opens first offline experience store
Learn how major e-commerce players are bridging the gap between AI-driven content and physical retail experiences.
30-Second TL;DR
What Changed
First offline experience store launched
Why It Matters
This move represents a significant shift in retail strategy for a major content-driven e-commerce platform. It demonstrates how AI-driven content creators can integrate physical retail to enhance brand loyalty and supply chain control.
What To Do Next
Analyze the omnichannel integration strategy if you are building AI-powered e-commerce or retail tech solutions.
Who should care:Developers & AI Engineers
Key Points
- •First offline experience store launched
- •Self-branded product ratio exceeded 50%
- •Expansion strategy tied to New Oriental education locations
- •Transition from online-only to omnichannel retail
Key numbers53%50%
Deep Insight
Background and context from public sources — not the original article. 8 sources cited.
Enhanced Key Takeaways
- •East Buy's first offline experience store, located in Beijing's Zhongguancun business district, commenced trial operations on May 5, 2026, before its official opening on May 21, 2026.
- •The 400-square-meter store features a diverse product range including self-operated snacks, health supplements, daily necessities, a light dining section, and a coffee bar.
- •The company aims to establish a nationwide network of 100 physical stores by leveraging New Oriental's extensive network of 1,430 learning centers across 68 cities in China.
- •East Buy is implementing a 'cost reduction and efficiency improvement' strategy for its membership system and is shifting away from reliance on individual star hosts towards a robust self-operated product supply chain.
- •While self-operated products account for approximately one-third of the merchandise in the new offline store, private label products contributed about 53% of East Buy's total Gross Merchandise Value (GMV) in the six months leading up to November 2025.
Future ImplicationsAI analysis grounded in cited sources
East Buy's omnichannel expansion will significantly increase its market share in China's retail sector.
By leveraging New Oriental's extensive physical footprint and combining it with its established online presence and private label strategy, East Buy can reach a broader customer base and offer a more integrated shopping experience.
The focus on private label products and a 'de-emphasis of star hosts' will stabilize East Buy's business model against influencer-related volatility.
Shifting from reliance on individual celebrity streamers to a strong supply chain and proprietary brands reduces the risk associated with host departures and allows for greater control over product quality and margins.
Timeline
1993
New Oriental Education & Technology Group founded
2021
New Oriental pivots to e-commerce and establishes East Buy following China's ban on for-profit after-school tutoring
2022-04
East Buy launches 'Sam's Club' strategy focusing on private label products and a members-only system
2023-01-31
Koolearn Technology Holding Limited officially rebrands to East Buy Holding Limited
2023-10
East Buy introduces its private membership app
2024
Star livestreaming host Dong Yuhui departs, leading to internal conflicts and a 'host-reduction' strategy
2025-12-03
East Buy reveals plans and begins recruiting for its first flagship offline store in Beijing
2026-01-30
East Buy announces plans to build same-day delivery capabilities and trial instant retail fulfillment in major cities
2026-05-05
East Buy commences trial operations of its first offline experience store in Beijing
2026-05-21
Official opening of East Buy's first offline experience store
- 1993New Oriental Education & Technology Group founded
- 2021New Oriental pivots to e-commerce and establishes East Buy following China's ban on for-profit after-school tutoring
- 2022-04East Buy launches 'Sam's Club' strategy focusing on private label products and a members-only system
- 2023-01-31Koolearn Technology Holding Limited officially rebrands to East Buy Holding Limited
- 2023-10East Buy introduces its private membership app
- 2024Star livestreaming host Dong Yuhui departs, leading to internal conflicts and a 'host-reduction' strategy
- 2025-12-03East Buy reveals plans and begins recruiting for its first flagship offline store in Beijing
- 2026-01-30East Buy announces plans to build same-day delivery capabilities and trial instant retail fulfillment in major cities
- 2026-05-05East Buy commences trial operations of its first offline experience store in Beijing
- 2026-05-21Official opening of East Buy's first offline experience store
Sources (8)
Factual claims are grounded in the sources below. Forward-looking analysis is AI-generated interpretation.
1itiger.comvertexaisearch.cloud.google.com2aastocks.comvertexaisearch.cloud.google.com3itiger.comvertexaisearch.cloud.google.com4neworiental.orgvertexaisearch.cloud.google.com5neworiental.orgvertexaisearch.cloud.google.com6neworiental.orgvertexaisearch.cloud.google.com7itiger.comvertexaisearch.cloud.google.com8thebambooworks.comvertexaisearch.cloud.google.com
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