Core Viewpoint - The departure of the popular host Duntun from Dongfang Zhenxuan has raised concerns about the company's reliance on individual influencers and its future in the live e-commerce sector [3][14]. Group 1: Departure of Duntun - Duntun announced his departure from Dongfang Zhenxuan in a video, stating he wants to challenge himself as he approaches his thirties [1][9]. - Despite leaving his role as a host, Duntun will continue to collaborate with Dongfang Zhenxuan as an honorary product ambassador [1]. - Duntun was seen as a key figure in the "Dongfang Zhenxuan Beautiful Life" live stream, which grew significantly since its inception in July 2022, amassing nearly 5 million followers and achieving a single-session sales record of approximately 240 million yuan [5][6]. Group 2: Impact on Dongfang Zhenxuan - Duntun's departure has reignited discussions about Dongfang Zhenxuan's dependency on individual influencers, especially after the previous exit of another top host, Dong Yuhui [3][10]. - The company has faced challenges in maintaining sales and traffic following the exits of key hosts, raising concerns about potential declines in performance [8][9]. - Dongfang Zhenxuan's CEO has acknowledged the need to avoid past mistakes related to influencer dependency, indicating a strategic shift towards a team-based live streaming model [12][15]. Group 3: Strategic Shifts - Dongfang Zhenxuan is moving away from reliance on single influencers by promoting a collaborative team approach to live streaming, which aims to enhance brand independence [15]. - The company is also diversifying its platform presence beyond Douyin to include Taobao and JD.com, which helps mitigate risks associated with platform dependency [16]. - Financial data shows that while overall revenue has declined, self-operated product sales have increased, indicating a potential shift in revenue strategy [17].
东方甄选正在“避开”下一个董宇辉