今天亲身经历了一次“一字断魂刀”

Core Viewpoint - The article discusses the strategic shift of Dongfang Zhenxuan after the departure of its key figure, Dong Yuhui, and highlights the potential for growth in its business model, which is transitioning from traditional live-stream selling to a more diversified approach similar to Sam's Club and Pinduoduo [1][4]. Company Strategy - Dongfang Zhenxuan is moving towards a business model that reduces reliance on top streamers, aiming to enhance brand reputation and market confidence through product innovation and quality control [1][5]. - The company plans to increase its membership base significantly, targeting 50,000 to 100,000 members by improving its reputation and leveraging word-of-mouth marketing [5][6]. Membership Growth - Membership numbers have shown rapid growth, with approximately 40,000 members by the end of July 2023, and a daily increase in new members from 300 in June to 410 in July, indicating a 40% month-over-month increase [6][7]. - The company’s focus on high-quality products is expected to drive repeat purchases among members, contributing to exponential profit growth as the scale of operations increases [7][8]. Financial Performance - The Gross Merchandise Value (GMV) is projected to reach approximately 880 million by June 2025, reflecting a year-over-year growth of 28%, with self-operated products contributing around 350 million, a 15% increase [6]. - Sales data indicates strong demand for specific products, such as the newly launched sanitary napkins, which sold over 1.5 million packages shortly after release, highlighting consumer interest and market potential [6][7]. Market Positioning - The company is positioned to capitalize on the growing demand for high-quality consumer goods, as evidenced by the success of similar models like Sam's Club, which had 4 million members in 2021 and is expected to reach 9 million by 2025 [3][4]. - The overall market appears to be lacking in high-quality products, suggesting that Dongfang Zhenxuan's focus on quality and consumer trust could lead to significant market share growth [5][6].