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Oriental Selection: The one-year membership fee is 199 yuan, who gave them the courage? Oriental Selection has once again sparked heated discussions, this time because they launched a 199 yuan "Selection Member" program. Streamers have stepped up their efforts to promote the program with one purpose, and that is to build momentum for this membership program. However, it is not easy for Dongfang Selection to find its own position in the retail industry. They want their app to be a membership-based online supermarket focused on health products. This reminds one of Sam's Club's supermarkets. So, where does Oriental Selection come from with such courage? Also, Is the $199 annual fee worth it? Let's take a look. For a user who downloaded the Oriental Selection App just to watch the anchor's collective show, the annual fee of 199 yuan is too expensive. This is also the common reaction of many netizens on social media. However, the strange thing is that few people in the comment area of the live broadcast room discuss member-related issues, and most of them are praising the anchor or saying that they joined the club for some reason. This makes people wonder why the membership system has become so diluted here in Oriental Selection? At the same time, the paid membership systems of Taobao and JD.com are also worth comparing.

According to data compiled by China News Weekly, Dongfang Selection does not have many advantages in terms of paid memberships. And, if you want to save money in the Oriental audition, you can only spend more. According to the 2023 fiscal year annual report, as of May 31, Dongfang selected more than 120 SKUs for its self-operated products. The relevant person in charge of Dongfang Selection said that due to seasonal and other reasons, self-operated products are often adjusted, so the number of SKUs will also change dynamically, but it has always remained above 100. However, compared with e-commerce platforms with 100 million SKUs such as Taobao, JD.com and Pinduoduo, as well as Sam's, an offline membership store with 4,000 SKUs, there is still a big gap in the number of SKUs selected by Dongfang's self-operated products. In this regard, Zhuang Shuai, an expert in the retail e-commerce industry and founder of Bailian Consulting, agreed with China News Weekly. Zhuang Shuai further pointed out that although the annual membership fee of Oriental Selection is low, it is difficult for them to achieve Sam's advantages in the global supply chain, the brand's extremely low prices, ready-made products and offline experience. This has triggered different attitudes among netizens towards Dongfang's selection of paid members.

Some supporters directly expressed their attitude by posting orders, while others critics believed that Dongfang Selection's membership rights were not worth 199 yuan and were just cutting leeks. To sum up, Dongfang Selection's paid membership program has caused a lot of discussion. While they wanted to be a membership-based online supermarket focused on health products, they still had problems with price, product range, and differentiation from other competitors. In addition, whether Dongfang Selection's paid membership plan is worth the annual fee of 199 yuan has also become the focus of controversy. In this highly competitive market, Oriental Selection needs more advantages to attract more members. Finally, I would like to ask readers a question: Do you think Dongfang Selection's paid membership plan is worth the annual fee of 199 yuan? Would you consider joining? We look forward to your comments and opinions. As a well-known e-commerce platform, Dongfang Selection has been continuously exploring new business models in recent years to meet the challenges of competition. Recently, Dongfang Selection announced that it will launch a paid membership business, and plans to introduce brand merchants to cooperate in holding special live broadcast activities to further expand product categories and improve user stickiness.

Dongfang Selection's paid membership business is expected to become one of its important strategies for future development. Zhuang Shuai, the person in charge of Dongfang Selection, said that paid members have a high consumption stickiness and repurchase rate for e-commerce platforms. Paid members open the app more often to find deals and goodies. This will help Dongfang Selection to increase user activity and purchase conversion rate. At the same time, Oriental Selection will also hold special live events through cooperation with brand merchants to attract more users to participate and buy. This cooperation model can help Dongfang Selection expand its product categories and meet the diverse needs of users. In addition, Oriental Selection also plans to launch its own products, such as milk, Swiss rolls, etc., to provide a wider range of choices. Dongfang Selection also has certain advantages in supply chain management. As of May 31 this year, Dongfang Selection's GMV has exceeded 10 billion, which has accumulated rich supply chain experience for it. Zhuang Shuai believes that if a supply chain wants to mature and develop, it must have experienced the test of tens of billions of scale. Dongfang Selection's supply chain capabilities will become one of its core competitiveness in developing new business models. However, supply chain management is not a simple task.

Zhuang Shuai pointed out that the supply chain is a dynamic system, and the upstream raw material end, the brand end and the downstream user end are constantly changing. Oriental Selection needs to constantly adjust and optimize the supply chain to adapt to the needs and changes of the market. In addition, the importance of independent apps cannot be overlooked. Wen Zhihong, the relevant person in charge of Dongfang Selection, said that independent apps are conducive to the operation and management of customers and data. Dongfang Selection's App downloads are also estimated to be one of the important indicators to evaluate its market performance. In short, Dongfang Selection is trying to improve its competitiveness by developing new business models by launching paid membership business and cooperating with brand merchants to hold special live events. In today's highly competitive e-commerce market, constant innovation and adaptation are essential. The development of Dongfang Selection is still centered on supply chain management, and the importance of independent apps cannot be ignored. By continuously optimizing the supply chain and improving the user experience, Dongfang Selection is expected to achieve greater success in the field of e-commerce. Do you think Dongfang Selection's launch of paid membership business and cooperation with brand merchants to hold special live events can help it gain a greater competitive advantage in the e-commerce market? Do you have any other suggestions and ideas? Welcome to leave a message to discuss.

Oriental Selection is committed to promoting China's high-quality products, mainly agricultural products. However, the supply chain of agricultural products is quite difficult, and the long link from the field to the consumer's table includes procurement, processing, transportation, warehousing, sales, service, etc., while the demand of farmers and market consumers at the production end is very scattered, and the chain is lengthy under the superposition, which also restricts the scale of online sales of agricultural products. According to the National Bureau of Statistics, in 2020, agricultural products accounted for less than 5% of national online retail sales. However, Dongfang Selection has gradually set foot in the upstream of the supply chain to increase its control over the supply chain. Starting from the pricing of the annual fee of 199 yuan for selected members, Oriental Selection may quickly increase the number of commodity SKUs to expand the rights and interests of members. However, rapid expansion also means greater management risks, such as quality control risks and organizational risks. However, Zhuang Shuai believes that Dongfang Selection will not use the method of quick success and quick profit to expand the scale of the supply chain, because as a risk aversion, Yu Minhong, who has experienced strong winds and waves, places great emphasis on risk control, which is also his business philosophy. From this point of view, "Dongfang Selection is not benchmarking anyone, but more like being yourself".

In order to improve the control of the supply chain, Dongfang Selection has gradually set foot in the upstream of the supply chain. Wen Zhihong judged that Dongfang Selection may quickly increase the number of commodity SKUs in the follow-up to expand the rights and interests of members. However, rapid expansion also means greater risk management. Zhuang Shuai pointed out that the rapid increase of SKUs may lead to quality control risks, and may even bring organizational risks and operational pressure. Therefore, Dongfang Selection will not use the method of quick success and quick profit to expand the scale of the supply chain, but pay more attention to risk control, which is also Yu Minhong's business philosophy. The supply chain of Dongfang Selection is quite difficult, and the long link from the field to the consumer's table includes procurement, processing, transportation, warehousing, sales, service, etc., and the demand of farmers and market consumers at the production end is very scattered, which also restricts the scale of online sales of agricultural products. However, Oriental Selection has improved its control over the supply chain by gradually stepping into the upstream of the supply chain. Wen Zhihong believes that Dongfang Selection may have a rapid increase in commodity SKUs in the follow-up to expand membership rights. However, rapid expansion also means greater risk control, so Dongfang Selection will not use a quick success to expand the scale of the supply chain, and pay more attention to risk control.

From this point of view, "Dongfang Selection is not benchmarking anyone, but more like being yourself". Agricultural products are the main category of Dongfang's self-operated products, but the supply chain of agricultural products is quite difficult, which also restricts the scale of online sales of agricultural products. Dongfang Selection has been gradually involved in the upstream of the supply chain to increase its control over the supply chain. Wen Zhihong believes that Dongfang Selection may have a rapid increase in commodity SKUs in the follow-up to expand membership rights. However, rapid expansion also means greater risk management. Zhuang Shuai pointed out that the rapid increase of SKUs may lead to quality control risks, and may even bring organizational risks and operational pressure. Therefore, Dongfang Selection will not use the method of quick success and quick profit to expand the scale of the supply chain, but pay more attention to risk control, which is also Yu Minhong's business philosophy. From this point of view, "Dongfang Selection is not benchmarking anyone, but more like being yourself". The supply chain of agricultural products is quite difficult, and the long links from the field to the consumer's table include procurement, processing, transportation, warehousing, sales, service, etc. However, Dongfang Selection has gradually set foot in the upstream of the supply chain to increase its control over the supply chain. Oriental Selection may have a rapid increase in commodity SKUs in the follow-up to expand membership rights.

However, rapid expansion also means greater risk management. Zhuang Shuai pointed out that the rapid increase of SKUs may lead to quality control risks, and may even bring organizational risks and operational pressure. Therefore, Dongfang Selection will not use the method of quick success and quick profit to expand the scale of the supply chain, but pay more attention to risk control, which is also Yu Minhong's business philosophy. From this point of view, "Dongfang Selection is not benchmarking anyone, but more like being yourself". In the context of the high difficulty coefficient of the agricultural product supply chain, Dongfang Selection has gradually set foot in the upstream of the supply chain to increase the control of the supply chain. Oriental Selection may have a rapid increase in commodity SKUs in the follow-up to expand membership rights. However, rapid expansion also means greater risk management. Zhuang Shuai pointed out that the rapid increase of SKUs may lead to quality control risks, and may even bring organizational risks and operational pressure. Therefore, Dongfang Selection will not use the method of quick success and quick profit to expand the scale of the supply chain, but pay more attention to risk control, which is also Yu Minhong's business philosophy. From this point of view, "Dongfang Selection is not benchmarking anyone, but more like being yourself". In general, the supply chain of agricultural products is quite difficult, which also restricts the scale of online sales of agricultural products.

However, Dongfang Selection has gradually set foot in the upstream of the supply chain to increase its control over the supply chain. Oriental Selection may have a rapid increase in commodity SKUs in the future to expand membership rights, but rapid expansion also means greater control risks. Therefore, Dongfang Selection will not use the method of quick success and quick profit to expand the scale of the supply chain, but pay more attention to risk control, which is also Yu Minhong's business philosophy. For Dongfang Selection, it is necessary to pay more attention to the control of quality control risks, organizational risks and operational pressure in the future to ensure the stability and sustainable development of its supply chain.