三年来，在靠"主播驱动"和"产品驱动"两条路上，东方甄选曾因巨大流量感到眩晕而彷徨，也因坚定选择"去头部主播化"深陷舆论旋涡。深耕产品比单一依 赖头部主播有着更多确定性，但也对企业供应链能力提出更高要求。 业绩遭受冲击 东方甄选依然在承受与董宇辉分手后的阵痛。近日，东方甄选公布2025财年（2024年6月1日—2025年5月31日）业绩，这也是董宇辉离开东方甄选后的首份 年报。从数据来看，东方甄选GMV和抖音渠道表现上受到一定冲击，同时，公司在App、微信小程序等渠道加大会员运作和新客开发，自营品规模超过700 款。 | | 2025 財年 | | | | 2024財年 | | | | --- | --- | --- | --- | --- | --- | --- | --- | | | 日 持續經營 | | | | 持續經營 已終止(0 | | | | | | | 業務 | | | | | | 總營收 | 4.392.071 | | 4.392.071 | 6.525.551 | 547.013 | 7.072.564 | | | 除税前利潤 | 60.745 | l | 60,745 | 433.725 ...

Core Viewpoint - In the increasingly competitive environment of new media e-commerce, an excellent operational marketing plan is crucial for companies to seize market opportunities and achieve performance growth [2] Group 1: Research and Analysis Techniques - Comprehensive market research is the foundation of plan writing, requiring the collection of industry dynamics, competitor information, and market trends through various channels [3] - User analysis is essential, focusing on understanding target users' demographics, consumption psychology, interests, and behaviors through surveys and data analysis [4] Group 2: Goal Setting and Breakdown Techniques - Core goals should adhere to the SMART principle, ensuring they are specific, measurable, attainable, relevant, and time-bound [7] - Breaking down core goals into specific sub-goals and execution steps is necessary for clarity and accountability [8] Group 3: Strategy Development and Innovation Techniques - Differentiated strategies should be developed for various new media platforms, leveraging their unique characteristics for effective marketing [10] - Content innovation is vital for attracting user attention, utilizing various formats and engaging with trending topics [10] - Planning attractive marketing activities can effectively enhance sales and user engagement, with a focus on theme packaging and real-time data monitoring [11][12] Group 4: Plan Writing and Presentation Techniques - A clear logical structure should be employed in the plan, following a total-part-total format to facilitate understanding [13] - Data support and visualization are crucial for enhancing the persuasiveness of the plan, using charts and graphs to present complex information clearly [14] - The language of the plan should be concise and accurate, ensuring clarity for all departments involved [15]