Core Viewpoint - The departure of Dong Yuhui has significantly impacted Dongfang Zhenxuan's financial performance, leading to a notable decline in revenue and profit, but the company is making adjustments to its business model and focusing on self-operated products and live-streaming e-commerce for long-term growth [2][3][4]. Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.4 billion yuan, a decrease of 32.7% from 6.5 billion yuan in fiscal year 2024 [2][4]. - The net profit for fiscal year 2025 was 6.2 million yuan, a significant drop from 250 million yuan in the previous year [2][4]. - In the first half of fiscal year 2025, the company experienced a net loss of 96.5 million yuan, but by the end of the fiscal year, it turned a profit of 6.2 million yuan [3][4]. Business Strategy - Dongfang Zhenxuan is shifting its focus from reliance on individual influencers to building supply chain capabilities, which is seen as essential for long-term development [3][4][7]. - The company aims to enhance its self-operated product offerings, with a total GMV of 8.7 billion yuan for fiscal year 2025, where self-operated products accounted for approximately 43.8% of total GMV [3][5]. Product Development - The company has launched 732 self-operated products in fiscal year 2025, up from 488 in the previous year, indicating a strong commitment to product development [5][6]. - Notable product successes include a cotton sanitary napkin that sold 180,000 units in two days and a frozen shrimp product that generated over 21 million yuan in sales [6]. Market Challenges - Despite progress in self-operated products, Dongfang Zhenxuan faces challenges in replicating the success of past star influencers, as the current mid-tier influencers lack the same level of audience engagement [7][8]. - The company is also working to develop its app and increase user engagement, with app-generated GMV at 1.37 billion yuan, accounting for 15.7% of total GMV [8][9]. Future Outlook - The company plans to enhance its marketing efforts, particularly offline, to increase brand awareness and customer acquisition, as many potential customers are still unaware of its product offerings [9]. - Dongfang Zhenxuan's transition to a model akin to "online Sam's Club" is still in development, and its success will depend on building a strong product and brand foundation [8][9].

Core Viewpoint - The departure of Dong Yuhui has significantly impacted Dongfang Zhenxuan's financial performance, leading to a notable decline in revenue and profit, but the company is making adjustments to its business model and focusing on self-operated products and live-streaming e-commerce as a long-term strategy [1][3][9]. Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.4 billion yuan, a decrease of 32.7% from 6.5 billion yuan in fiscal year 2024 [1][3]. - The net profit for fiscal year 2025 was 6.2 million yuan, a significant drop from 250 million yuan in the previous year [1][3]. - In the first half of fiscal year 2025, the company experienced a net loss of 96.5 million yuan, but by the end of the fiscal year, it achieved profitability [1][3]. Business Strategy - Dongfang Zhenxuan is shifting from reliance on individual influencers to building supply chain capabilities, which is seen as essential for long-term growth [2][9]. - The company has focused on self-operated products, achieving a GMV of 3.81 billion yuan for self-operated products in fiscal year 2025, accounting for approximately 43.8% of total GMV [5][6]. - The number of self-operated products launched increased to 732 in fiscal year 2025, up from 488 in the previous year [5][6]. Market Challenges - The company faces challenges in replicating the success of past star influencers, as the current mid-tier influencers do not have the same level of audience engagement [7][9]. - Dongfang Zhenxuan's membership revenue is still low compared to competitors like Sam's Club, which relies heavily on membership fees for profitability [7][9]. - The company continues to depend on public traffic from platforms like Douyin, with only 1.37 billion yuan in GMV generated from its app, representing 15.7% of total GMV [8]. Future Outlook - The company plans to enhance its app's user engagement and membership numbers, recognizing the importance of building a loyal customer base [8]. - Dongfang Zhenxuan aims to strengthen its brand and product offerings to create a sustainable competitive advantage in the evolving live-streaming e-commerce landscape [9][10].

文 丨《 BUG 》栏目 徐苑蕾 8 月 22 日晚间，东方甄选发布 2025 财年年报（ 2024 年 6 月— 2025 年 5 月），这也 是董 宇辉"单飞"后东方甄选的首份年报。从业绩数据可以看到，董宇辉的离开对东方甄选 的影响仍在持续。 2025 财年全年 ，东方甄选持续经营业务收入 44 亿元， GMV 为 87 亿元，同比分别下滑 32.7% 和 39% ，跌幅均较 2025 财年中期进一步扩大。其持续经营业务净利润为 620 万 元，同比暴跌 97.5% 。值得注意的是， 2025 财年，东方甄选员工数 量较上年同期减 少了 1/4 。 《 BUG 》栏目统计发现，自去年 8 月至今年 7 月，东方甄选主账号多次跌出带货月榜前 十，最低排名为去年 10 月的第 22 位。相比之下，与辉同行却一直保持前三位置，且从去 年 11 月起持续稳居榜首。 在与辉同行分拆后的首个业绩会上，俞敏洪曾坦言，"经历了巨大不确定性后，东方甄选需 要有一个恢复期。近半年以来，我个人也投入了大量的精力和时间，重新定位和推动东方甄 选的稳步发展。" 而从营收和 GMV 角度看，东方甄选仍未完全走出董宇辉离职后的阴霾。 ...

Core Viewpoint - The departure of Dong Yuhui has significantly impacted Dongfang Zhenxuan's performance, leading to substantial declines in revenue, GMV, and net profit in the 2025 fiscal year [3][5][15] Financial Performance - In the 2025 fiscal year, Dongfang Zhenxuan's revenue from continuing operations was 4.4 billion yuan, a year-on-year decline of 32.7% [3][5] - The GMV for the same period was 8.7 billion yuan, down 39% year-on-year, with both metrics showing a further decline compared to the mid-year results [3][5] - The net profit from continuing operations was 6.2 million yuan, a staggering drop of 97.5% year-on-year [3][5] - Employee count decreased by approximately 25%, with 482 fewer employees compared to the previous year [7][15] Market Position and Competition - Dongfang Zhenxuan's main account has fallen out of the top ten in sales rankings multiple times, with a lowest ranking of 22nd in October last year [3][8] - In contrast, the independent account "Yuhui Tongxing" has consistently maintained a top-three position, achieving the number one spot since November last year [3][8] Strategic Challenges - The company is facing challenges in its transformation to an "online Sam's Club," struggling with supply chain management, channel dependency, and slow membership growth [3][10][11] - The GMV from the company's own app accounted for 15.7% of total GMV, up from 8.4% the previous year, indicating a shift towards self-operated channels [13][14] - Membership growth has slowed, with only 65,700 new paid members added in the 2025 fiscal year, compared to 74,800 in the second half of the previous fiscal year [14][15] Operational Adjustments - The company has implemented cost-cutting measures, reducing total salary expenses by 17.6% to 1.2 billion yuan [7][15] - The gross margin for continuing operations improved from 25.9% to 32% due to increased self-operated product sales, which now account for 43.8% of total GMV [7][15] Brand and Management Issues - The departure of key influencers has led to a decline in user engagement, with the main account losing approximately 186,200 followers [8][9] - Management has acknowledged existing issues, with CEO Yu Minhong admitting to management vulnerabilities following public controversies [4][10]

Core Viewpoint - The A-share market is experiencing a bullish trend, with expectations for the Shanghai Composite Index to reach 4000 points in the second half of the year, driven by various funding sources and favorable policies [2][3]. Group 1: Market Trends - The Shanghai Composite Index surpassed 3800 points, marking a ten-year high, with total market turnover exceeding 2 trillion yuan for eight consecutive days [2]. - Analysts suggest that the current market rally is supported by five main funding sources: bond market, real estate, foreign capital inflow, household savings relocation, and funds from overcapacity industries [2][3]. Group 2: Corporate Developments - Alibaba has restructured its business framework, consolidating its operations into four main segments: Alibaba China E-commerce Group, Alibaba International Digital Commerce Group, Cloud Intelligence Group, and all other businesses [8]. - Didi and other ride-hailing platforms have announced a reduction in commission rates, with Didi lowering its maximum commission from 29% to 27% by the end of the year [4]. Group 3: Financial Performance - Li Ning reported a revenue of 14.82 billion yuan for the first half of 2025, reflecting a year-on-year increase of 3.3%, while net profit was 1.74 billion yuan, with a net profit margin of 11.7% [16]. - Shede Spirits reported a revenue of 2.701 billion yuan for the first half of 2025, a year-on-year decrease of 17.41%, with a net profit of 443 million yuan, down 24.98% [17]. Group 4: Product Launches and Innovations - Tesla's Model Y L will integrate AI models from ByteDance's Volcano Engine for enhanced interactive experiences [4]. - The game "Love and Deep Space" developed by Paper Games won the Best Mobile Game award at the 2025 Cologne Game Show, with global player numbers exceeding 70 million [5].

Core Viewpoint - Oriental Selection reported a significant decline in revenue and net profit for the fiscal year ending May 31, 2025, primarily due to intensified competition in the live e-commerce sector and strategic business adjustments [2][5]. Financial Performance - Total revenue for the fiscal year 2025 was 4.392 billion RMB, a decrease of 32.7% from 6.526 billion RMB in the previous fiscal year [2][4]. - Net profit from continuing operations was 6.191 million RMB, down 97.5% from 249.1 million RMB year-on-year [2][4]. - Excluding the impact of the sale of Huixing Technology, net profit from continuing operations increased by 30% to 135.4 million RMB [5]. Business Segments - Revenue from the app increased from 900 million RMB in fiscal year 2024 to 1.1 billion RMB in fiscal year 2025 [2]. - Total revenue from continuing operations, excluding Huixing Technology, decreased by 30.9% to 4.2 billion RMB [2]. Strategic Adjustments - The company has shifted focus towards self-operated products, with total revenue from self-operated products reaching approximately 3.5 billion RMB, accounting for about 43.8% of total GMV [7]. - The product range has diversified beyond fresh food and snacks to include daily consumer goods and home products [7]. Operational Metrics - The total GMV for fiscal year 2025 was 8.7 billion RMB, with a notable increase in GMV from the app, rising from 8.4% in fiscal year 2024 to 15.7% [7]. - The number of paid subscribers for the Oriental Selection app reached 264,300, indicating a growing membership base [7]. Cost and Profitability - Total cost of revenue for continuing operations decreased by 38.2% to 3 billion RMB, primarily due to reduced inventory and logistics costs [8]. - Gross profit fell from 1.7 billion RMB in fiscal year 2024 to 1.4 billion RMB, but gross margin improved from 25.9% to 32.0% [8]. Team and Structure - As of May 31, the total number of employees in the self-operated products and live e-commerce teams was 1,401, with 1,070 full-time and 331 part-time staff [8]. Management Stability - Prior to the earnings release, there were rumors regarding the departure of former CEO Sun Dongxu, which the company denied, stating he is currently on leave and has not left the company [9].

Core Viewpoint - The income disparity between Dong Yuhui and his former employer, Dongfang Zhenxuan, has sparked public debate, highlighting the contrasting business models and performance of both entities after their separation [1][2][6]. Group 1: Income and Performance - Dong Yuhui reportedly generated an income of 2 to 3 billion yuan after establishing his own company, Yuhui Hangxing, although this figure has been denied [1][2]. - Dongfang Zhenxuan's stock price increased by 357% since Dong Yuhui's departure, indicating a successful transition to a new business model focused on self-operated brands and supply chains [6]. - In the first half of the 2025 fiscal year, Dongfang Zhenxuan reported total revenue of 2.187 billion yuan, a year-on-year decline of 9.32% [6]. Group 2: Business Models - Dongfang Zhenxuan is pursuing a "de-head anchor" strategy, focusing on developing new hosts and diversifying its platform presence, while Yuhui Hangxing centers around Dong Yuhui's personal brand [6][7]. - Yuhui Hangxing has reduced traditional live-streaming frequency and is exploring cultural tourism projects and celebrity interviews as new growth engines [7][10]. - The average commission rate for live-streaming sales is estimated to be between 10% and 30%, with Yuhui Hangxing potentially operating at the lower end due to its "knowledge-driven" branding [3][4]. Group 3: Future Challenges - The transition from a "super individual" to a systematic operation poses a significant challenge for Yuhui Hangxing, as the sustainability of personal IP relies on the depth of knowledge and content quality [9][10]. - The company is actively working on incubating new hosts and establishing a matrix of accounts to mitigate market risks associated with reliance on a single personality [9][10]. - The future success of personal IP-driven models may depend on balancing content quality with commercialization, as well as integrating supply chain capabilities for long-term growth [10].

2025.08.22 由于报告期间内出售与辉同行，若剔除与辉同行所产生的一次性开支及溢利，经调整净溢利由1.042亿 元同比增加30%至1.354亿元。 董宇辉的出走在业务层面也产生了影响。财报显示，该财年，东方甄选GMV由上个财年的143亿元同比 降低39.2%至87亿元。GMV降低带动自营产品存货成本与物流成本降低，使该财年总营收成本同比减少 38.2%至30亿元，同时毛利也从17亿元同比减少17%至14亿元。得益于自营产品与直播电商业务健康开 展，毛利率由25.9%提升至32%。 值得注意的是，此前支付给董宇辉的1.4亿元体现在本财年财报行政开支部分。财报显示，东方甄选 2025财年持续经营业务的行政开支由2024财年的3.956亿元增加22.5%至4.848亿元，主要由于公司在 2024年7月25日分派与辉同行所有剩余未分派溢利所致。 此前在东方甄选股东沟通会上，东方甄选行政总裁俞敏洪表示，董宇辉离职可以得到与辉同行净利润的 50%。分配后，与辉同行账面仍剩1.41亿元。彼时俞敏洪表示，剩下的1.41亿元也将分配给董宇辉，并 将在财年报告中体现出来。 本文字数：1303，阅读时长大约2分钟 作者 |第 ...

Core Insights - Oriental Selection reported a total revenue of 4.39 billion RMB for the fiscal year 2025, a decrease of 32.7% year-on-year [2] - The company achieved a net profit of 6.2 million RMB for the fiscal year 2025, marking a significant decline of 97.5% compared to the previous year's net profit of 249 million RMB [2][3] - The gross margin for the continuing operations improved from 25.9% in fiscal year 2024 to 32% in fiscal year 2025, driven by the healthy development of self-operated products and live e-commerce [2] Revenue and Profit Analysis - Total revenue for continuing operations decreased from 6.1 billion RMB in fiscal year 2024 to 4.39 billion RMB in fiscal year 2025, a decline of 30.9% when excluding the revenue from the sale of the education business [2][3] - The net profit for continuing operations, excluding the financial impact of the sale, increased by 30% to 135.4 million RMB in fiscal year 2025 [2] - The adjusted EBITDA for continuing operations was reported at 988.93 million RMB for fiscal year 2025 [3] Business Operations and Growth Drivers - The total GMV (Gross Merchandise Volume) for self-operated products and live e-commerce reached 8.7 billion RMB in fiscal year 2025, a decrease of 39.2% from 14.3 billion RMB in fiscal year 2024 [4] - The number of paid subscribers for the Oriental Selection App reached 264,300 in fiscal year 2025 [4] - The company launched 732 self-operated products in fiscal year 2025, expanding its product categories beyond fresh food and snacks to include health products, pet food, and apparel [4] Strategic Developments - Oriental Selection has launched its first self-operated cold chain warehouse, improving logistics efficiency [5] - A new annual framework agreement with New Oriental was established, allowing Oriental Selection to sell its own brand products, with a transaction cap of 100 million RMB for fiscal year 2026 [5] - Recent stock price volatility was noted, with significant fluctuations following rumors regarding executive misconduct, which were later denied by the companies involved [5][6]

Core Insights - Oriental Selection reported a significant decline in net revenue and GMV for the fiscal year 2025, with net revenue dropping by 32.7% to 4.4 billion RMB and GMV decreasing by 39.2% to 8.7 billion RMB [1][2] - Despite the revenue decline, the company achieved a positive net profit of 0.062 billion RMB, recovering from a loss in the first half of the fiscal year [1] - The gross margin improved from 25.9% to 32% due to a reduction in inventory and logistics costs, which fell by 38.2% to 3 billion RMB [1] Financial Performance - The continuous operating business's net revenue decreased from 6.5 billion RMB to 4.4 billion RMB, reflecting a 32.7% year-on-year decline [1] - The net profit for the fiscal year was reported at 0.062 billion RMB, a recovery from the previous year's loss, while adjusted net profit increased by 30% to 1.354 billion RMB [1] - Administrative expenses rose by 22.5% to 484.8 million RMB, primarily due to the distribution of remaining profits related to the departure of former CEO Dong Yuhui [2] Management Changes - Dong Yuhui's departure had a notable impact on the company's operations and financials, with a significant portion of the administrative expenses attributed to his severance [2] - The company clarified that former CEO Sun Dongxu is on leave and has not officially left the company, while Yu Minhong has taken over as CEO [2]