对话东方甄选产品负责人：共创破圈，爆款的底层逻辑

Core Insights - Oriental Selection reported strong mid-year performance for the fiscal year 2026, with total revenue of 2.3 billion yuan, a year-on-year increase of 5.7%, and a net profit of 239 million yuan [1] - The company's self-operated business has become the core growth engine, with self-operated products accounting for approximately 52.8% of total GMV, and a total of 801 self-operated products launched [1] Self-Operated Product Strategy: Community-Driven, User Co-Creation - In the context of high traffic costs and changing user demands, Oriental Selection has developed a community-driven co-creation model that has become key to the success of new products [2] - The majority of new self-operated products are developed based on real user feedback rather than solely creating viral products [2] - Notable new products include Five Red Powder, Apple Dried Fruit, and Chocolate, with Apple Dried Fruit achieving sales of over 100,000 bags within 20 days of launch [2] - The development of Five Red Powder was initiated by frequent user feedback, leading to data validation, market research, and iterative product testing based on user input [2] Emerging Consumer Trends - There is a noticeable shift in consumer behavior towards "health" and "traceability," with users seeking transparency in the entire production process and willing to invest in high-quality, traceable products [3] - Consumers are increasingly active in the product development process, transitioning from passive consumers to active co-creators, with daily active users in the community reaching tens of thousands [3] - The user co-creation model has established a complete feedback loop, enhancing the success rate of new products and optimizing trial and error costs [3] Future Plans: Commitment to Supporting Farmers and Pursuing Value for Money - Oriental Selection's transformation reflects a broader trend in the live-streaming e-commerce industry, shifting from traffic-driven to product-driven strategies [4] - The company aims to provide exceptional value within controllable price ranges through product differentiation rather than engaging in price wars [5] - The commitment to food safety and supporting farmers remains a core principle, with significant annual investments in third-party quality inspections [5] - Challenges include balancing supply chain standardization and scalability, particularly for non-standard products that rely on seasonal agricultural raw materials [5]