Core Insights - The stock price of Dongfang Zhenxuan surged approximately 15% on August 5, with a trading volume exceeding 1.8 billion HKD, reflecting a cumulative increase of over 130% since July, driven by the effectiveness of its self-operated transformation strategy [1] - The GMV for Dongfang Zhenxuan reached 880 million CNY in June 2025, marking a year-on-year growth of 28%, indicating a return to positive growth after several months of decline [1] - The sales of self-operated products reached 350 million CNY, with a year-on-year increase of 15%, and the proportion of self-operated products in total GMV rose to 39%, showcasing progress in product structure adjustment [1] Group 1 - The sales channels for self-operated products have diversified, with shelf channels accounting for 60% of self-operated sales, reducing reliance on live-streaming traffic [1] - The company aims to meet consumer health needs by selecting high-quality, cost-effective products, which is driving stable repurchase behavior [1] - As of November 2024, the number of paid members reached 228,300, indicating significant room for penetration compared to Sam's Club's 9 million members [1] Group 2 - New Oriental, the parent company of Dongfang Zhenxuan, reported an estimated revenue of approximately 150 million USD for the fourth quarter of 2025, despite a year-on-year decline of about 30%, the decline rate has narrowed compared to previous periods [2] - Operating profit was approximately 79 million CNY, with an operating profit margin of about 7%, reflecting a quarter-on-quarter increase of approximately 3 percentage points [2] - The company is attempting to move away from a reliance on live-streaming sales and traffic-driven models, demonstrating a commitment to strategic adjustments and execution capabilities [2]
东方甄选单日涨15%成交超18亿！7月来累计涨幅超130%，自营转型显效