Core Viewpoint - The article discusses the challenges and transformations faced by Dongfang Zhenxuan after the departure of its key figure, Dong Yuhui, highlighting the volatility in the live commerce industry and the company's efforts to adapt and find new growth avenues [5][9][23]. Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported a revenue of 4.4 billion RMB, a decline of 32.7% from 6.5 billion RMB in the previous fiscal year [6][9]. - The total GMV dropped from 14.3 billion RMB to 8.7 billion RMB, with paid orders on Douyin halving from 1.81 billion to 916 million [10][11]. - Despite a net profit of only 6.2 million RMB, the company showed signs of recovery with a net profit of 135.4 million RMB when excluding the financial impact of the sale of "With Hui Together" [10][11]. Operational Changes - The company increased its self-operated product GMV share to 43.8%, launching 732 new self-operated products, a nearly 50% increase from the previous year [11][25]. - Total operating costs decreased from 4.8 billion RMB to 3 billion RMB, a reduction of over 38%, with significant cuts in inventory and logistics costs [13][11]. Market Reactions - The stock price of Dongfang Zhenxuan experienced significant fluctuations, with a 20% increase followed by a 20% drop, reflecting investor uncertainty [5][17]. - The company faced ongoing scrutiny and speculation regarding leadership changes and operational strategies, particularly after the departure of key personnel [5][22]. Strategic Direction - The company aims to transition from a reliance on live streaming to establishing a robust product and supply chain management capability, with a focus on brand strength [25][26]. - Dongfang Zhenxuan is also working to reduce its dependency on Douyin, which currently accounts for 60-70% of its sales, by enhancing its own app and membership system [25][26]. Industry Context - The challenges faced by Dongfang Zhenxuan reflect broader issues within the live commerce industry, where the relationship between influencers and companies is critical [23][25]. - The departure of key influencers like Dong Yuhui raises questions about the sustainability of business models heavily reliant on personal brands [27][28].