Core Viewpoint - The stock market of Dongfang Zhenxuan is showing signs of recovery after the internal letter incident involving Yu Minhong, with the latest market value reaching 21.708 billion HKD, compared to 21.308 billion HKD before the incident. However, the company faces significant challenges due to declining revenue and the departure of key personnel, raising questions about its future growth potential [1][2][4]. Group 1: Stock Market and Financial Performance - The market value of Dongfang Zhenxuan dropped nearly 1.7 billion HKD following the internal letter incident, but has since recovered slightly [1]. - The company experienced a significant decline in total revenue, with a 32.7% drop and a 97.5% decrease in net profit for the 2025 fiscal year [1][4]. - Compared to its peak market value of 74.21 billion HKD, Dongfang Zhenxuan has lost 54.21 billion HKD in market capitalization over the past three years [1]. Group 2: Key Personnel Changes - The departure of co-founder and former CEO Sun Dongxu was announced on November 6, leading to a more than 6% drop in stock price on the first trading day after the news [2]. - The company has lost two major figures, Dong Yuhui and Sun Dongxu, within two years, raising concerns about its ability to maintain strong sales without prominent streamers [2][3]. Group 3: Sales and Product Strategy - Dongfang Zhenxuan's self-operated products have become a significant growth driver, with over 732 self-operated products launched, contributing to 43.8% of total GMV in the 2025 fiscal year [5][6]. - The company has seen a decline in sales performance, with total GMV for self-operated products at 8.7 billion RMB, down 39% year-on-year [6][10]. - The company aims to develop a membership store model similar to Sam's Club, but currently faces challenges in membership revenue and retention rates compared to established competitors [10][11]. Group 4: Market Position and Competition - Dongfang Zhenxuan's reliance on a single platform, primarily Douyin, has led to a significant drop in order volume, with a noticeable decline in orders from 50.1 million to 41.5 million between the first and second halves of the 2025 fiscal year [9][10]. - The company is exploring multi-channel strategies, including launching its own app and expanding into offline channels, but still heavily depends on Douyin for sales [9][10].
3年市值蒸发500亿，董宇辉孙东旭先后离职，东方甄选何去何从？