Core Insights - Dongfang Zhenxuan has launched a new "hourly delivery" service in collaboration with JD Logistics, initially targeting the Beijing market, with plans to expand to more cities in the future [1][6] - The service aims to leverage the brand's existing fan base and the personal charm of its young hosts to differentiate itself from competitors like Meituan and JD [3][4] - Despite initial enthusiasm, the sales performance of the hourly delivery service has shown a downward trend, raising questions about its long-term viability and profitability [4][6] Group 1: Business Strategy - The "hourly delivery" service is part of Dongfang Zhenxuan's broader strategy to diversify its business, which includes self-operated products and a membership-based e-commerce app [2][6] - The company has been exploring various business models since launching its live streaming service in late 2021, including expanding its product offerings and establishing multiple live streaming accounts [6][7] - The service is designed to provide a new sales channel for self-operated products and stimulate interest in the capital markets [6][10] Group 2: Market Performance - The first live broadcast for the hourly delivery service estimated sales of 5,000 to 7,500 yuan, with a total estimated sales range of 10,000 to 25,000 yuan over ten broadcasts [4][6] - The product offerings in the hourly delivery service have been criticized for lacking variety and not emphasizing time-sensitive items, which may limit its appeal [4][10] - The overall market for instant retail is growing rapidly, with an estimated market size of 5,042.86 billion yuan in 2022, expected to triple by 2025 [10][11] Group 3: Competitive Landscape - The instant retail market is highly competitive, with major players like Meituan and JD dominating the space, holding a combined market share of 75% [11] - Dongfang Zhenxuan's entry into the hourly delivery market comes at a time when competitors are already well-established, making it challenging to carve out a significant market share [10][11] - The effectiveness of Dongfang Zhenxuan's strategy will depend on its ability to leverage its existing user base and the unique appeal of its hosts to attract customers to the new service [3][10]
场均GMV不到2.5万，东方甄选踢到铁板了