Core Viewpoint - The stock price of Dongfang Zhenxuan experienced significant volatility, initially rising by 23.56% before closing down over 20% at 34.32 HKD per share, with a market capitalization of approximately 35.9 billion HKD [1] Group 1: Stock Performance - Since July, Dongfang Zhenxuan's stock price has been on the rise, particularly after the departure of Dong Yuhui [1] - The stock price fluctuations may be influenced by rumors regarding the CEO of New Oriental Group, Zhou Chenggang, being investigated for alleged misconduct, which the company has denied [5] Group 2: Business Strategy - Following the departures of key figures, Dongfang Zhenxuan has shifted back to a product-centric strategy, moving away from reliance on influencer marketing [3] - The company has launched over 400 self-operated products since April 2022, achieving cumulative sales of over 210 million units and a customer base of 30.86 million [3] - By 2024, self-operated products accounted for 46% of total sales, indicating a transition to a more stable revenue model [3] Group 3: Market Positioning - Dongfang Zhenxuan aims to position itself as an "online Sam's Club," focusing on high-quality, cost-effective products to drive customer loyalty and repeat purchases [4] - The company has introduced a paid membership service priced at 199 RMB per year, with 228,300 subscribers as of November 2024 [5] Group 4: Future Goals - The company plans to evolve into a product technology company centered around self-operated products and a membership-based one-stop shopping platform [3]