Core Viewpoint - The recent leadership change at Dongfang Zhenxuan (Beijing) Technology Co., Ltd. marks a strategic shift as founder Yu Minhong takes over as the legal representative and manager, while former CEO Sun Dongxu steps down from all positions. This transition is accompanied by an expansion of the company's business scope to include food delivery services, indicating a move into the competitive local lifestyle service sector, particularly in food delivery [2][3][6]. Group 1: Leadership Change - Yu Minhong has officially taken over as the legal representative and manager of Dongfang Zhenxuan, with Sun Dongxu resigning from all roles including CEO [3]. - Sun Dongxu's departure was confirmed as voluntary due to personal reasons, with no reported conflicts between him and Yu Minhong, suggesting a smooth internal transition [2][3]. Group 2: Business Expansion - The company has expanded its business scope to include "restaurant management," "catering services," and "food delivery services," indicating a strategic pivot towards local lifestyle services [2][6]. - This expansion aligns with the company's previous efforts to diversify its offerings, as seen in its collaboration with JD.com to launch a "one-hour delivery" service in April 2024, establishing 17 front warehouses in Beijing [5]. Group 3: Market Context and Challenges - Dongfang Zhenxuan's growth trajectory has been notable since its establishment in December 2021, achieving significant sales in its product lines, including over 260 million units of its popular products [5]. - However, the company faces challenges as the live-streaming industry matures and competition intensifies, necessitating a search for new growth avenues beyond content-driven sales [5][7]. - The entry into the food delivery market is seen as a necessary step to enhance user engagement and extend the consumption chain, especially as the company reported a revenue of 4.392 billion yuan for the 2025 fiscal year with a net profit margin of only 0.14% [7]. Group 4: Future Outlook - The leadership change and business expansion signal a critical moment for the company, with Yu Minhong's return suggesting a strong commitment to navigating the challenges ahead [8]. - The potential for Dongfang Zhenxuan to establish a self-owned restaurant brand or expand its delivery network could create a new ecosystem that combines live-streaming e-commerce with instant retail [6][8].
俞敏洪亲自挂帅，东方甄选押注外卖：直播电商巨头的新战场