11月7日，第八届中国国际进口博览会（CIIE）现场，东方甄选获得了SGS机构颁发的IFOS™（国际鱼油证书）证书，此次合作是东方甄选和SGS品质 标准上的深度契合，也是东方甄选自营产品坚持"品质至上、安全第一"的科学证明。 据介绍，IFOS™标准证书通过缜密的测试，对产品的活性成分含量、污染物、稳定性等核心指标进行全方位检测，在原料及产品质量、安全和纯度三 个方面制定了严格标准。在健康意识持续提升、对产品透明度要求日益增高的当下，可作为消费者购买鱼油产品时的参考依据。 当前全球鱼油市场正处于加速扩张的黄金阶段，全球市场规模不断飙升。在此背景下，中国鱼油市场以迅猛增速成为全球焦点，并逐步转向以品牌价值 为核心的高质量发展阶段。东方甄选表示，未来将携手全球合作伙伴，将更多、更好、更安全的世界优质产品引入国内，更好地服务全国消费者。 编辑：孙冰 在严苛的检测下，东方甄选鱼油用数据定义"真品质"。每月一次的原料取样测试构成了品质管控的核心机制。在原料检测环节，SGS针对东方甄选鱼油 原料，精准锁定Omega-3等核心营养与纯度指标进行实验室稳定性检测，其中重金属等污染物的检测限值更是严格管控，从源头杜绝不合格产品流 ...

Core Points - The departure of Sun Dongxu, a key figure in Dongfang Zhenxuan, marks a significant change in the company's leadership, with Yu Minhong taking over as CEO [5][6][11] - The transition is described as amicable, with Yu acknowledging Sun's contributions to the company's growth and success in live-streaming e-commerce [5][7][11] - Dongfang Zhenxuan is evolving into a differentiated competitor in the live-streaming e-commerce space, with a market value exceeding 20 billion HKD [15][27] Leadership Changes - Sun Dongxu, who joined New Oriental in 2007, has transitioned from CEO to a senior advisor role, with limited impact on the company's operations and morale [5][6][11] - Yu Minhong has expressed hope for Sun to return to a management position in the future [5][11] - The company has a mature structure with professional teams managing various business segments, minimizing disruption from leadership changes [5][11] Business Strategy - Dongfang Zhenxuan is implementing a paid membership system, priced at 199 RMB per year, aimed at building a loyal customer base [16][18] - The company is focusing on self-operated products, which have become a significant growth driver, contributing 43.8% of GMV in the 2025 fiscal year [26][27] - The product selection strategy emphasizes high-quality daily consumer goods, with a total of 732 self-operated products launched by May 2023 [23][24] Market Position - The company is positioning itself as an "online Sam's Club," competing in the live-streaming e-commerce market with a focus on direct connections between agricultural producers and consumers [15][21] - Despite recent leadership changes, the company is working to stabilize its operations and maintain its market presence [27][32] - The number of paid members has reached 264,000, although this is significantly lower than competitors like Sam's Club [27] Operational Challenges - Dongfang Zhenxuan has faced challenges in maintaining viewer engagement in live-streaming, with online viewer numbers dropping significantly compared to previous years [29] - The company is adapting to rising customer acquisition costs on live-streaming platforms by developing its own mini-programs to control traffic [30][31] - The overall business environment remains competitive, with the need for continuous improvement and adaptation to ensure long-term sustainability [31][32]

Core Points - The company confirmed the departure of Sun Dongxu, a co-founder, due to personal reasons, emphasizing his significant contributions to the company's development [1][3] - The company maintains a positive relationship with Sun Dongxu, with no conflicts or misunderstandings reported [1][3] - The company will continue to focus on communication and providing quality products to its customers [1][3]

Core Viewpoint - The departure of Sun Dongxu from Dongfang Zhenxuan marks a significant shift for the company, following the exit of key figures and ongoing controversies, leading to a decline in stock performance and operational challenges [2][5][6]. Group 1: Leadership Changes - Sun Dongxu has left Dongfang Zhenxuan due to personal reasons, as confirmed by founder Yu Minhong [2][5]. - Yu Minhong will take over as CEO, while Sun will remain as an advisor, acknowledging Sun's contributions during his tenure [6]. - The exits of both Sun Dongxu and popular host Dong Yuhui have raised concerns about the company's future direction and stability [5][6]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.392 billion yuan, a 32.7% decrease from 6.526 billion yuan in the previous year [7][10]. - The net profit for the same period was 6.191 million yuan, down 97.5% from 249.1 million yuan year-on-year [7][10]. - Excluding the impact of the "Yuhui Together" segment, total revenue would have been approximately 4.2 billion yuan, reflecting a 30.9% decline from the previous year [10]. Group 3: Market Position and Challenges - Dongfang Zhenxuan's stock fell by 5.41% to 20.28 HKD following the announcement of Sun Dongxu's departure [2]. - The company has faced challenges in maintaining its market position, with a notable drop in its ranking on Douyin's sales leaderboard [11]. - Despite losing top hosts, the company has developed a robust training system for its streamers and a mature supply chain, which may help sustain its operations [10].

Core Viewpoint - The departure of Sun Dongxu from Dongfang Zhenxuan marks a significant shift for the company, as both he and Dong Yuhui, key figures in the "Xiao Zuowen" incident, have left, leading to a phase of turmoil for the company [1][4]. Group 1: Leadership Changes - Sun Dongxu has officially left Dongfang Zhenxuan, confirmed by founder Yu Minhong on social media [3][4]. - Following the departure of Sun Dongxu, Yu Minhong has taken over as CEO, indicating a restructuring within the company [4][6]. - The exits of both Sun Dongxu and Dong Yuhui signal a critical transition for Dongfang Zhenxuan, which has been embroiled in controversy for an extended period [1][4]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.392 billion RMB, a decline of 32.7% from 6.526 billion RMB in the previous year [7][9]. - The net profit for the same period was 6.191 million RMB, down 97.5% from 24.914 million RMB year-on-year [7][9]. - Excluding the financial impact of the sale of "Yu Hui Tong," the total revenue would have been 4.2 billion RMB, a decrease of 30.9% compared to the previous year [9]. Group 3: Market Position and Future Outlook - Despite the leadership changes and declining revenue, Dongfang Zhenxuan has developed a robust supply chain and a strong self-operated product line, which is expected to sustain consumer engagement [9]. - The company has launched 488 self-operated products since April 2022, which now account for approximately 43.8% of the total merchandise transaction volume [9]. - As of November 6, Dongfang Zhenxuan ranked fifth in Douyin's live-streaming sales leaderboard, indicating a competitive market presence despite recent challenges [9].

Group 1 - The core point of the article is the confirmation of the departure of Sun Dongxu, the former CEO of Dongfang Zhenxuan, by Yu Minhong, which led to a significant drop in the company's stock price [1] - Following the announcement, Dongfang Zhenxuan's stock (01797.HK) experienced a notable decline, falling over 6% during intraday trading and closing at 20.28 HKD per share, marking a decrease of 5.41% [1] - The stock price reached its lowest level in over three months after the news of the CEO's departure [1]

Core Viewpoint - The departure of Sun Dongxu from Dongfang Zhenxuan marks a significant shift for the company, following the exit of key figures involved in the "small essay" controversy, leading to a decline in stock performance and operational challenges [1][4][10]. Group 1: Leadership Changes - Sun Dongxu has left Dongfang Zhenxuan due to personal reasons, as confirmed by founder Yu Minhong on social media [3][4]. - Following the departure of both Sun Dongxu and Dong Yuhui, the company has faced a leadership vacuum that has affected its operational stability [1][4]. - Yu Minhong has taken over as CEO after Sun Dongxu's exit, indicating a consolidation of leadership amidst ongoing challenges [4][6]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.392 billion RMB, a decline of 32.7% from 6.526 billion RMB in the previous year [8][10]. - The net profit for the same period was only 6.191 million RMB, a staggering drop of 97.5% compared to 24.914 million RMB the previous year [8][10]. - Excluding the financial impact of the "Yuhui Together" segment, the total revenue would have been approximately 4.2 billion RMB, reflecting a 30.9% decrease year-over-year [10]. Group 3: Market Position and Future Outlook - Despite the leadership changes and financial struggles, Dongfang Zhenxuan has developed a robust supply chain and a diverse range of self-operated products, which are expected to drive future growth [10]. - The company has launched 488 self-operated products since April 2022, which now account for approximately 43.8% of the total merchandise transaction volume [10]. - As of November 6, Dongfang Zhenxuan ranked fifth in the Douyin (TikTok) live-streaming sales leaderboard, indicating a continued presence in the competitive market [10].

Core Viewpoint - The departure of Sun Dongxu, the former CEO of Oriental Selection, marks a significant turning point for the company, following the earlier exit of Dong Yuhui. This change raises questions about the future direction and leadership of Oriental Selection under founder Yu Minhong's guidance [1][3]. Group 1: Leadership Changes - Sun Dongxu has officially left Oriental Selection due to personal reasons, confirmed by Yu Minhong, who acknowledged Sun's contributions to the company's development [1]. - Sun Dongxu's departure follows a tumultuous period marked by public scrutiny and internal challenges, particularly related to a controversy involving content ownership with Dong Yuhui [7][8]. - Despite leaving his CEO position, Sun Dongxu remains a legal representative and executive in several related companies within the New Oriental Group [1]. Group 2: Company Performance and Structure - As of November 6, Oriental Selection's stock closed at HKD 21.440 per share, with a market capitalization of HKD 22.593 billion, reflecting a slight increase of 0.37% on that day [2]. - Sun Dongxu's total compensation for the fiscal year 2023 amounted to RMB 16.391 million, which included various components such as salary, bonuses, and stock options [5][6]. - The company has undergone significant changes since its inception, transitioning from an education-focused business to a live-streaming e-commerce model, with Sun playing a crucial role in establishing the supply chain and product selection processes [4][8]. Group 3: Future Implications - The departure of Sun Dongxu raises concerns about who will take over the critical supply chain management role, which is vital for the operational efficiency and brand reputation of Oriental Selection [8]. - Yu Minhong's leadership will be tested as he navigates the company through this transition, especially after losing key figures like Sun Dongxu and Dong Yuhui [9].

Core Insights - Dongfang Zhenxuan received the IFOS™ (International Fish Oil Standards) certification from SGS, which is recognized globally as an authoritative certification for fish oil products [1] - The IFOS™ certification involves comprehensive testing of key indicators such as active ingredient content, contaminants, and stability, establishing strict standards for raw materials, product quality, safety, and purity [1] - The self-operated fish oil product from Dongfang Zhenxuan has gained significant consumer recognition, selling over 25,000 boxes on its launch day across all platforms by the end of 2024 [1] - The fish oil is sourced from one of the world's four major fishing grounds, specifically the Peruvian fishing ground, with an Omega-3 purity of 97% [1]

Core Viewpoint - The stock price of Dongfang Zhenxuan (01797.HK) has significantly declined, reaching a three-month low of 20.02 HKD per share, down 6.53% as of November 7 [3] Group 1: Management Changes - On November 6, Yu Minhong confirmed the departure of former CEO Sun Dongxu due to personal reasons, stating that their communication remains good [4] - Sun Dongxu had been with New Oriental Group since 2007 and served as CEO of Dongfang Zhenxuan until his resignation on December 16, 2023 [4] - Following Sun's departure, Yu Minhong will take over as CEO of Dongfang Zhenxuan [4] Group 2: Financial Performance - Dongfang Zhenxuan reported a revenue of 4.392 billion CNY for the fiscal year, a 32.7% decrease from 6.526 billion CNY in the previous year [5] - The net profit from continuing operations was 6.191 million CNY, a significant drop of 97.5% compared to 249 million CNY in the prior year [5] - The revenue decline is attributed to intensified competition in the live e-commerce sector and strategic adjustments within the company [5] - Excluding the financial impact of the sale of Huixing Technology, the net profit from continuing operations increased by 30% to 135.4 million CNY [5]