单日股价涨了14%！“去董宇辉”后东方甄选终于盈利，俞敏洪大赞新CEO

Core Viewpoint - Dongfang Zhenxuan is accelerating its "de-Donghua" process, showing resilience in its operations and achieving profitability for the first time after the departure of key figure Dong Yuhui [3][4]. Financial Performance - For the first half of the 2026 fiscal year, Dongfang Zhenxuan reported total revenue of 2.3 billion yuan, a year-on-year increase of 5.7%, and a net profit of 239 million yuan, compared to a net loss of 96.8 million yuan in the same period of 2024 [3][4]. - The gross profit reached 842 million yuan, reflecting a year-on-year growth of 14.5% [3]. Operational Adjustments - The revenue growth was partly due to a significant reduction in administrative expenses, which fell by 78.6% to 83.9 million yuan, and a 34.9% decrease in salary expenses to 347 million yuan, attributed to workforce optimization [4]. - The company has streamlined its workforce, reducing full-time employees from 1,264 to 1,054 and part-time employees from 469 to 319 [4]. Product Development - Dongfang Zhenxuan has launched 801 self-operated products, a 33% increase from 600 in the previous year, with self-operated products accounting for approximately 52.8% of total GMV during the reporting period [5][4]. - The company aims to expand its self-operated product offerings, targeting over 1,000 SKUs and developing products that could generate significant sales [5]. Market Position and Challenges - The company faces challenges in maintaining its market position following the departure of key personnel and the rise of competitors, particularly with the rapid growth of "Yuhui Tongxing" [8][9]. - Dongfang Zhenxuan's main account on Douyin has seen a decline in followers, with competitors surpassing its follower count, highlighting the need for effective strategies to regain market share [8][9]. Strategic Initiatives - The company is diversifying its live-streaming strategy by establishing multiple matrix accounts to attract targeted audiences and is planning to recruit more hosts to enhance its live-streaming capabilities [9][10]. - Dongfang Zhenxuan is also expanding its offline presence by installing vending machines in New Oriental schools and planning to open its first offline experience store in Beijing [10].