东方甄选两年失去两名大将

Core Viewpoint - The departure of Sun Dongxu from Dongfang Zhenxuan marks a significant shift in the company's management, following the earlier exit of Dong Yuhui, and reflects ongoing challenges in the live e-commerce sector [3][5]. Group 1: Company Background and Changes - Dongfang Zhenxuan, formerly known as New Oriental Online Technology Holdings, transitioned to focus solely on self-operated products and live streaming, moving away from online education [3][4]. - Sun Dongxu played a crucial role in the company's success during its explosive growth in 2022, emphasizing that Dongfang Zhenxuan is a technology and cultural dissemination company rather than just a live streaming entity [4][5]. Group 2: Financial Performance - In the fiscal year 2025, Dongfang Zhenxuan's net revenue from continuing operations decreased by 32.7% year-on-year to 4.4 billion RMB, while the company achieved a net profit of 0.062 billion RMB after a loss in the first half of the fiscal year [5][6]. - The company's Gross Merchandise Volume (GMV) fell by 39.2% year-on-year to 8.7 billion RMB, leading to a reduction in total revenue costs by 38.2% to 3 billion RMB [6]. Group 3: Strategic Focus and Challenges - Dongfang Zhenxuan is now concentrating on self-operated products, multi-platform strategies, and building a paid membership system, but faces significant challenges in establishing an effective team of hosts and brand operation models [6][7]. - The company continues to rely heavily on agricultural products, which are characterized by low margins and high wastage, and needs to enhance its supply chain and membership system to compete effectively [6][7].