Investment Rating - The report maintains a neutral rating for the company, Oriental Selection (1797 HK), with a target price of 13.40, indicating a potential upside of 41.1% from the current price of 9.50 [5]. Core Insights - The company is focusing on a dual-driven strategy of traffic and products, with plans to enhance brand building and strengthen cooperation with Douyin [2][3]. - The company will diversify its product lines by developing both self-operated products and external products, aiming to expand its self-operated product system and build its own app platform [2]. - The company plans to establish offline service/experience stores based on its 800+ offline teaching points to attract foot traffic and increase brand exposure [3]. - The sale of Huixing will negatively impact the company's short-term GMV and profits, but it is expected that operations will stabilize once public sentiment improves [3]. Summary by Sections Company Strategy - The company will reallocate resources to strengthen brand building and continue to output quality content in cooperation with Douyin [2]. - Future strategic planning includes expanding self-operated and external product lines, promoting high-quality products in various provinces, and developing unique local products [2]. Marketing and Promotion - The company will engage in diverse activities that combine content and cultural products to enhance consumer interest, including collaborations with international development agencies and live interviews with authors [3]. - A matrix of accounts targeting niche audiences will be established to further enhance brand influence and traffic acquisition [3]. Financial Outlook - The report notes that the company's stock price dropped by 23% on July 26, and after excluding the profit contribution from Huixing, the corresponding P/E ratio for FY2025 is projected at 18 times [3].
东方甄选：股东会阐述未来发展方向：流量+产品双驱动，或试点线下店