俞敏洪给东方甄选找来一个“狠人”

Core Viewpoint - The article discusses the dramatic fluctuations in the stock price of Dongfang Zhenxuan, highlighting the complexities of the market's reaction to the company's strategic shift away from "top-tier hosts" and the appointment of a new CEO, Sun Jin, who is seen as a strong leader [2][3][4]. Group 1: CEO Appointment and Background - Sun Jin has been appointed as the new CEO of Dongfang Zhenxuan, marking the end of the previous era under Sun Dongxu [6][7]. - Sun Jin, born in 1983, has a law degree and has worked his way up through New Oriental, gaining extensive management experience [7][10]. - His leadership style is characterized by strict discipline and high standards, which has led to both admiration and concern among employees [12][13]. Group 2: Company Performance and Challenges - Dongfang Zhenxuan's stock price has experienced a maximum fluctuation of over 242% in the past year, reflecting mixed market sentiments about its transformation strategy [3][22]. - The company reported a revenue of 4.4 billion yuan for the 2025 fiscal year, a decline of 32.7% year-on-year, with GMV dropping to 8.7 billion yuan, down 39% [22]. - The company is facing significant challenges, including a decline in orders on the Douyin platform and public scrutiny of its leadership [22][26]. Group 3: Strategic Focus and Future Plans - Sun Jin is expected to prioritize building a content system that does not rely on individual hosts, aiming for sustainable and scalable content output [26][27]. - The company plans to diversify its revenue streams by introducing knowledge-based courses and expanding into offline retail, with a focus on creating brand experience centers [27][28]. - Dongfang Zhenxuan is actively recruiting for key positions to enhance its membership and service strategies, indicating a shift towards a more structured operational model [28][29].