Core Viewpoint - The report from Shenwan Hongyuan maintains an "overweight" rating for Dongfang Zhenxuan (01797), citing the company's aggressive multi-live room and multi-anchor strategy, continuous development of high-margin self-operated products, and content advantages in the GEO marketing environment, leading to a strong increase in gross margin for 1HFY26 [1] Financial Performance - In 1HFY26 (from June 2025 to November 2025), Dongfang Zhenxuan reported revenue of 2.31 billion yuan, a year-on-year increase of 5.7%; the net profit attributable to shareholders was 239 million yuan, marking a turnaround from loss to profit. Revenue growth was driven by self-operated product sales, while profit improvement was due to enhanced product gross margins [2] Self-Operated Products and Innovation - The company's GMV for 1HFY26 was 4.1 billion yuan, a year-on-year decline of 14.6%. Within this, self-operated products accounted for 2.16 billion yuan, while third-party product GMV was 1.94 billion yuan. Excluding the GMV from the Huixing live room (which was divested in August 2024), GMV from Douyin's live streaming sales turned positive year-on-year by July 2025 and continued to grow until November 2025. The company developed 801 new self-operated products in 1HFY26, a 9.4% increase from 732 at the end of FY25. The gross margin for self-operated products is expected to rise from 21.5% in 1HFY25 to 33.7% in 1HFY26, a year-on-year increase of 12.3 percentage points. The focus of new product development has shifted from quantity to high repurchase rates, which helps increase procurement scale and reduce material or finished product costs, thereby boosting gross margins [3] Multi-Platform Sales Strategy - Dongfang Zhenxuan continues to open new accounts on Douyin and plans to initiate a long-term recruitment plan for new anchors. The company has also established online stores on various platforms including WeChat Mini Programs, WeChat Stores, Tmall, JD, Pinduoduo, and Xiaohongshu. The first offline experience store is set to open in Beijing's Zhongguancun in 2026, marking another step in the company's channel expansion [4] User Base and Paid Conversion - In 1HFY26, Dongfang Zhenxuan's app is expected to have over 300,000 paid fans, an increase from 264,000 at the end of FY25. The company has a substantial follower base of 42.79 million on Douyin (counting only the main account and six matrix accounts), providing a solid foundation for expanding the number of paid users. Future growth in paid users is expected to drive GMV growth [5]

Core Viewpoint - Company maintains "Buy" rating for Dongfang Zhenxuan (01797) due to its aggressive multi-live room and multi-anchor strategy, continuous development of high-margin self-operated products, and content advantages in the GEO marketing environment, resulting in a strong gross margin increase in 1HFY26 [1] Financial Performance - In 1HFY26, Dongfang Zhenxuan reported revenue of 2.31 billion yuan, a year-on-year increase of 5.7%; net profit attributable to shareholders was 239 million yuan, turning from loss to profit. Revenue growth was driven by self-operated product sales, while profit improvement was due to enhanced product gross margins [1] Self-Operated Product Development - The company's GMV in 1HFY26 was 4.1 billion yuan, a year-on-year decrease of 14.6%. Self-operated products contributed 2.16 billion yuan to GMV, while third-party product GMV was 1.94 billion yuan. Excluding the GMV from the Huixing live room (which was divested in August 2024), GMV from Douyin's live streaming turned positive year-on-year by July 2025 and continued to grow until November 2025. The number of new self-operated products reached 801, a 9.4% increase from 732 at the end of FY25. The gross margin for self-operated products is expected to rise from 21.5% in 1HFY25 to 33.7% in 1HFY26, a year-on-year increase of 12.3 percentage points [2] Multi-Platform Sales Strategy - Dongfang Zhenxuan continues to open new accounts on Douyin and plans to initiate a long-term recruitment plan for new anchors. The company has also established online stores on various platforms including WeChat Mini Programs, WeChat Stores, Tmall, JD.com, Pinduoduo, and Xiaohongshu. The first offline experience store is set to open in Beijing's Zhongguancun in 2026, marking another step in the company's channel expansion [3] User Base and Paid Conversion - In 1HFY26, the Dongfang Zhenxuan APP is expected to have over 300,000 paid fans, up from 264,000 at the end of FY25. The company has a substantial fan base of 42.79 million on Douyin (counting only the main account and six matrix accounts), providing a solid foundation for expanding paid user numbers. Future growth in paid users is expected to drive GMV growth [4]

上 市 公 司 报告原因：有业绩公布需要点评 增持（维持） | 市场数据： | 2026 年 01 月 28 日 | | --- | --- | | 收盘价（港币） | 22.10 | | 恒生中国企业指数 | 9512.24 | | 52 周最高/最低（港币） | 53.70/10.12 | | H 股市值（亿港币） | 232.89 | | 流通 H 股（百万股） | 1,053.81 | | 汇率（港币/人民币） | 0.8943 | 一年内股价与基准指数对比走势： 2026 年 01 月 29 日 东方甄选 (01797) ——产品组合优化，经营效益大幅提升 公 司 研 究 / 公 司 点 评 社会服务 -37% 63% 163% 263% 01/28 02/28 03/31 04/30 05/31 06/30 07/31 08/31 09/30 10/31 11/30 12/31 HSCEI 东方甄选 资料来源：Bloomberg 相关研究 - 证券分析师 黄哲 A0230513030001 huangzhe@swsresearch.com 联系人 投资要点： 东方甄选 1HFY26（2025 年 ...