雷科技
Yu Minhong has come to Zhengzhou — and he brought 1,000 watermelons!
On the evening of August 4, a heart‑warming scene unfolded on the streets of Zhengzhou, a stark contrast to the usual flashy marketing hype.
Fresh off a cultural‑tourism livestream in Zhoukou, Yu Minhong rushed over to Oriental Selection’s first store in Henan. Wearing a blue Oriental Selection cap, a plain off‑white T‑shirt and jeans, he stood on the street handing out watermelons to passers‑by in person.
Image Source: Da Xiang News
He wore a smile the whole time and personally handed out over 300 watermelons. When he met children, he would bend down and place the melons right into their hands.
Yu Minhong also shared a down‑to‑earth remark with local residents: “Good afternoon, everyone. Wish you all a wonderful summer. Thank you.” All the free watermelons were given back to the people of Zhengzhou.
A thousand watermelons exchanged for the wish of a lovely summer — this is so typical of Yu Minhong.
That said, from Xiaolei Bibi (ID: xiaoleibbb)’s perspective, giving away watermelons is merely for show; the underlying strategic layout is what truly matters.
On that very same day, the Oriental Selection Zhengzhou Experience Store officially launched its food‑delivery service, fully establishing a 30‑minute instant‑fulfillment closed‑loop system.
In other words, starting August 4, local Zhengzhou residents no longer need to visit the physical store. They can order all kinds of Oriental Selection products online and get them delivered to their homes or offices.
This marks that Oriental Selection, which grew out of livestream rooms, has officially stepped into Zhengzhou’s fiercely competitive community instant‑retail market.
Many people wonder what is special about this Zhengzhou store.
Image Source: Baidu
This is Oriental Selection’s first offline experience store in Henan and also its third nationwide physical outlet. According to Xiaolei, the store stocks as many as 1,300 SKUs, with self‑operated products accounting for over 60 percent of the total.
Bestselling online items such as dried apple slices, grilled sausages and rosa roxburghii juice are also available in‑store.
Beyond online‑offline product alignment, the 295‑square‑metre outlet features a coffee and light‑dining area as well as a reading space to enrich the in‑store experience.
It is clear that though Yu Minhong no longer gives lectures, the intellectual spirit of a scholar still runs deep in him.
Before this, most of Oriental Selection’s audience were online viewers. Familiar as they were with products from the livestream room, they lacked tangible offline experiences, and a screen always stood between consumers and the brand.
The launch of the offline experience store addresses exactly this pain point. Customers can drop by in person to test products, soak up the store atmosphere and feel the actual texture of goods.
The newly‑launched delivery service further completes the full loop: online traffic generation, offline in‑store experience, same‑city delivery and instant order fulfilment.
To put it plainly, livestream rooms drive nationwide brand awareness and spark consumer interest; offline stores deliver local conversions and user retention; delivery services enable convenient fulfilment to keep customers engaged. These three elements reinforce one another, overcoming the drawback of one‑off sales that plague conventional livestream e‑commerce.
Simply put, online business brings quick profits, while offline operations deliver human warmth.
Image Source: Quick Technology
Compared with pouring huge sums into advertising and traffic promotion, this down‑to‑earth free watermelon giveaway comes with lower costs, better public praise and higher user favourability.
The incident sparked heated discussions among netizens.
Some netizens commented that Mr. Yu was truly down‑to‑earth this time. He carried and handed out watermelons himself, behaving no differently from an ordinary middle‑aged man.
Others saw deeper implications, arguing that Oriental Selection is on the right track by expanding from livestream studios to community stores. Online sales paired with offline in‑person experience represents what new‑retail should look like.
Frankly speaking, in the view of Xiaolei Bibi (ID: xiaoleibbb), while the 1,000 watermelons themselves are not worth much, the fact that Yu Minhong personally took to the streets of Zhengzhou to give them away is invaluable.
Where lies its value? It lies in his attitude.
A billionaire boss stood on the street handing out watermelons, putting on no airs, with no bodyguards clearing the crowd, and wearing a smile all the time. He came across just like an ordinary person. This has not only boosted public favour toward Oriental Selection, but also narrowed the distance between the brand and ordinary people.
Finally, a question for you.
Do you think Oriental Selection can make a success of its offline‑store strategy? Would you shop at an Oriental Selection physical store? Feel free to share your thoughts in the comments section.
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