Group 1 - The core viewpoint of the article highlights that Dongfang Zhenxuan achieved a revenue of approximately 2.31 billion yuan in FY26H1, representing a year-on-year increase of 5.7%, with an adjusted net profit of 258 million yuan, a significant improvement from a loss of 2 million yuan in FY25H1 [1][2] - The company's self-operated products have shown strong performance, driving the brand transformation, with self-operated products accounting for 52.8% of total GMV in FY26H1, up from 43.8% in FY25 [1] - The company has expanded its product categories from fresh food to high-demand areas such as health supplements, pet food, and clothing, effectively enhancing the gross margin of self-operated products [1] Group 2 - Dongfang Zhenxuan has accelerated its multi-channel layout, having opened online stores on various platforms including WeChat Mini Programs, Tmall, JD, Pinduoduo, and Xiaohongshu, with its own app achieving a membership of 240,100 in FY26H1 [2] - The proportion of GMV from the company's own app increased from 15.7% in FY25 to 18.5% in FY26H1, with self-operated products accounting for 28.6% of total self-operated product GMV on the app [2] - The company plans to open its first offline experience store in Beijing's Zhongguancun, which will include both self-operated and third-party brand products, providing a one-stop shopping, leisure, and social experience [2] Group 3 - Due to the strong sales of self-operated products and the accelerated expansion of offline channels, the adjusted net profit forecasts for FY26-28 have been raised to 514 million, 535 million, and 603 million yuan, reflecting increases of 36%, 37%, and 43% respectively compared to previous forecasts [2]
东方甄选(1797.HK)：品牌化转型潜力可期