Core Insights - The core viewpoint of the news is the financial performance and strategic developments of the live e-commerce platform Dongfang Zhenxuan for the mid-term of fiscal year 2026, highlighting revenue growth and expansion plans. Financial Performance - For the period from June 1, 2025, to November 30, 2025, the company reported total revenue of 2.3 billion yuan, representing a year-on-year growth of 5.7% [1] - The gross profit during the same period was 841.6 million yuan, showing a year-on-year increase of 14.5% [1] - The total GMV (Gross Merchandise Volume) for self-operated products and live e-commerce business reached 4.1 billion yuan, with a significant portion coming from Douyin, while 18.5% was generated from the Dongfang Zhenxuan App, marking an improvement compared to the previous year [1] Strategic Developments - The company plans to open its first offline experience store in Beijing's Zhongguancun and is also looking to establish new live streaming accounts and recruit new hosts [1] - In terms of channel expansion, the company has deployed over 40 vending machines in various regions, with some already achieving profitability [1] - The company has introduced new quality improvement measures, including a bi-weekly/monthly quality inspection report mechanism covering pass rates, corrective actions for problematic products, and supplier qualification assessments [1] Live Streaming and Talent Acquisition - The company has restarted live streaming on WeChat Video Account and reopened its Douyin liquor account, now renamed "Poetry and Wine Life" [2] - New accounts have been established on Douyin, including flagship stores for fruits and vegetables, home goods, nutrition and health, pet life, and snacks [2] - A long-term recruitment plan is set to attract excellent hosts and professional talent [2]