报警辟谣背后，没有董宇辉的东方甄选仍在经历“长考”

Core Viewpoint - The article discusses the recent challenges faced by Dongfang Zhenxuan, including stock price fluctuations due to rumors about its CEO and the impact of losing key talent on its business strategy [2][3][8]. Group 1: Stock Price Fluctuations - On August 19, Dongfang Zhenxuan's stock price surged over 23% before plummeting, closing at 34.32 HKD, a drop of 20.89% due to rumors regarding CEO Zhou Chenggang's investigation [3]. - Following the rumors, Dongfang Zhenxuan issued a statement denying the allegations and clarified that its commission rate is below 20%, contrary to claims of exceeding 30% [4][3]. Group 2: Business Performance and Strategy - The company reported a net revenue of 2.2 billion CNY for the first half of the 2025 fiscal year, a decrease of 9.3% year-on-year, with a net loss of 96.5 million CNY attributed to the separation from Hui Tongxing [6]. - The GMV (Gross Merchandise Volume) for self-operated products and live e-commerce was 4.8 billion CNY, down 16.2% year-on-year, indicating ongoing performance challenges [7]. - Dongfang Zhenxuan has diversified its sales channels, launching its own app and expanding to multiple platforms, with self-operated products now accounting for approximately 37% of total GMV [7]. Group 3: Talent Retention Challenges - The departure of key talent, including popular host Dondon, poses a significant challenge for the company as it aims to reduce reliance on individual hosts [8]. - Despite the loss of talent, the company continues to promote its self-operated products, which have become a crucial revenue source, contributing to 46% of total sales [7].