Core Viewpoint - The departure of Dou Dou (Wang Ruo Dun), a leading anchor of Dongfang Zhenxuan, marks the complete disintegration of the "golden generation" of knowledge-based e-commerce anchors, following the exits of Dong Yuhui and Jing Wen within a year [8][9]. Summary by Sections Departure of Dou Dou - Dou Dou announced his departure from Dongfang Zhenxuan, stating that he had proposed leaving five times during his tenure but ultimately decided to pursue independent entrepreneurship at this stage of his life [4][5]. - An internal source indicated that Dou Dou's departure was not surprising, as the company's operational model had become routine [2][5]. Impact on Dongfang Zhenxuan - Dou Dou's exit is significant as he is the third top anchor to leave within a year, following Dong Yuhui and Jing Wen, which raises concerns about the company's talent retention [9]. - Despite Dou Dou's departure, the performance of Dongfang Zhenxuan's "Meili Shenghuo" account remained stable, with no significant drop in followers and sales exceeding 100 million yuan in the past month [12]. Financial Performance - Dongfang Zhenxuan's financial report for the 2025 fiscal year showed a 9.3% year-on-year decline in operating income to 2.187 billion yuan, with a shift from a net profit of 160 million yuan to a net loss of 96.5 million yuan [10]. - Even after excluding the one-time impact of the separation from "Yu Hui Tong Xing," the adjusted net profit was only 32.7 million yuan [10]. Future Plans of Dou Dou - Dou Dou has accelerated his commercialization efforts post-departure, with plans to officially launch a new team in August, allocating 50% of his efforts to live streaming, 30% to short videos, and 20% to other areas [7][9]. - He expressed a desire to accept invitations from the entertainment industry, indicating a shift in his career focus [7]. Industry Trends - The live e-commerce industry is experiencing a trend of "de-headification," leading Dongfang Zhenxuan to shift resources towards self-operated products and supply chains, diminishing the individual value of anchors [12]. - Following the split with "Yu Hui Tong Xing," the company has indicated that it will not allow any anchor to establish an independent platform [12].

Core Insights - The departure of Dongdong (Wang Ruodun) from Dongfang Zhenxuan has sparked widespread attention, marking the disintegration of the "golden generation" of knowledge-based e-commerce hosts [2][7] - Dongdong's income reportedly multiplied during his time at Dongfang Zhenxuan, but he expressed a desire to pursue independent entrepreneurship at this stage of his career [2][3] - Dongdong's exit follows the departures of other key hosts, including Dong Yuhui and Jingwen, indicating a trend of talent loss within the company [7][8] Group 1: Departure and Reactions - Dongdong announced his departure from Dongfang Zhenxuan, stating that he had previously expressed a desire to leave five times but was supported by the company during those discussions [3][4] - An internal source indicated that Dongdong's departure was not surprising, as the company's operational model had become routine [4][6] - Dongdong's new team is set to officially launch operations in August, with plans to allocate 50% of efforts to live streaming and 30% to short videos [6][8] Group 2: Impact on Dongfang Zhenxuan - Dongdong's exit is seen as a significant loss for Dongfang Zhenxuan, which has already experienced a decline in its commercial performance following the departure of Dong Yuhui [8][9] - The company's revenue for the fiscal year ending November 2024 showed a 9.3% year-on-year decline to 2.187 billion yuan, with a shift from a net profit of 160 million yuan to a net loss of 96.5 million yuan [8][9] - Despite Dongdong's departure, the performance of the "Meili Shenghuo" account remained stable, with sales exceeding 100 million yuan in the past month [10]