Group 1 - The core viewpoint of the report is that Dongfang Zhenxuan (01797), a live e-commerce brand developed by New Oriental Group, is expected to achieve significant growth, with projected EPS of 0.41, 0.42, and 0.81 yuan for the fiscal years 2026-2028, corresponding to PE ratios of 58X, 56X, and 29X, respectively, leading to an upgraded "buy" rating [1] - The leadership team of Dongfang Zhenxuan has a strong background within New Oriental Group, ensuring a deep understanding of operations and a robust talent pool [1] - The company is leveraging its educational resources to enhance its live streaming capabilities, with a rich team of educators providing quality hosts for its broadcasts [1] Group 2 - The company is focusing on brand retail development centered around fresh agricultural products, with over 50% of GMV from self-operated products in the first half of fiscal 2026 [2] - The company is expanding its paid membership system through its app, which enhances user retention and repurchase rates, thereby increasing customer loyalty [2] - The company is improving its supply chain through vertical integration and logistics upgrades, with plans to establish immediate retail capabilities in major cities and open its first offline flagship store in Beijing [2] Group 3 - Dongfang Zhenxuan is transitioning from live streaming to building its own product system, enhancing its SKU offerings and creating popular products to drive upstream resource integration [3] - The company is implementing a new retail model that combines online and offline channels, using live streaming as a key traffic source while offline stores serve as customer acquisition and fulfillment points [3] - The successful operation of the flagship store model in Beijing is expected to lead to rapid expansion of offline stores, significantly boosting performance [3]