Core Viewpoint - The departure of Sun Dongxu, co-founder and former CEO of Dongfang Zhenxuan, has been confirmed, marking another significant personnel change following the exit of Dong Yuhui, raising concerns about the company's management stability [2][3][4]. Group 1: Personnel Changes - Sun Dongxu's resignation is seen as a continuation of the turmoil within Dongfang Zhenxuan, following the earlier departure of key personnel like Dong Yuhui [3][11]. - The CEO Yu Minhong acknowledged Sun's contributions and confirmed that Sun left for personal reasons, emphasizing a positive relationship between them [7][12]. - The company has faced a series of departures, including prominent figures and anchors, indicating a deeper personnel crisis [11]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported revenues of approximately 4.392 billion yuan, a year-on-year decline of about 32.69%, with net profit plummeting by 99.67% to 573.50 million yuan [4][15]. - The company's GMV (Gross Merchandise Volume) fell sharply from 14.3 billion yuan in 2024 to 8.7 billion yuan in 2025, a decline of 39.16%, primarily due to the divestiture of "Yuhui Xing" [15]. - The financial struggles are attributed to the loss of significant revenue sources and increased competition in the live commerce sector [17]. Group 3: Market Reaction - Since August 19, 2025, Dongfang Zhenxuan's stock price has dropped over 60%, reflecting investor concerns following the disappointing financial results [6][18]. - The stock peaked at 55.70 HKD per share on August 19, 2025, but fell to 21.44 HKD by November 6, 2025, marking a decline of 61.51% [18][19].
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