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Core Insights - The article discusses a learning supervision project on Xiaohongshu, positioning it as part of a larger trend in "personal growth outsourcing" rather than merely a "network nanny" service [1] - The project not only generates service fees but also creates deep engagement in others' growth processes, highlighting the significant trust value involved [1] Business Model Overview - The project represents a new, lightweight personal service business model, reflecting a shift in consumer behavior towards seeking external accountability for self-discipline [2] Market Trends - There is a growing "knowledge anxiety" and a pursuit of "certainty" in modern society, which drives individuals to pay for self-discipline services [4] - The pricing model, with a monthly fee exceeding ¥100 and sales reaching 7,815 units, indicates that customers are investing in their future [6] Revenue and Value Creation - The project generated over ¥270,000 in revenue, which signifies successful connections with thousands of motivated users, creating a valuable private traffic pool [10] - The "no refund" policy effectively filters for determined, high-value core users, contributing to nearly pure profit and serving as initial capital for personal brand development [10] Skills Development - The content shared by users, such as chat screenshots, serves as a portfolio showcasing their project management and client communication skills [11] Target Audience - The service targets a specific demographic of university students and adults preparing for exams, ensuring professional and sustainable service delivery while avoiding unstable areas associated with minors [13] Supervision Methods - Various supervision methods are offered, including video supervision, task completion checks, and a combination of both, which enhances effectiveness and customer satisfaction [15][16][17] Strategic Value - The project is characterized by low operational costs and simplicity, yet its true value lies in leveraging personal branding, connecting high-quality communities, and facilitating personal capability advancement [19]

Core Viewpoint - The company anticipates improved market demand due to the upcoming Mid-Autumn Festival and National Day holidays, despite facing challenges in the Anhui market and overall industry competition [1][2]. Group 1: Market Demand and Strategy - The company is focusing on regional markets and enhancing banquet and business meal development to capture market opportunities during the festive season [1]. - Efforts are being made to strengthen core markets such as Hefei and Fuyang, increasing the coverage of terminal outlets [1]. - The company is leveraging digital marketing strategies, including private traffic pools (WeChat mini-programs and communities), to boost repurchase rates [1]. Group 2: Brand Influence and Financial Performance - The management highlighted that advertising on CCTV can effectively enhance brand influence and subsequently drive sales [2]. - The company is committed to improving product quality and brand influence while optimizing product structure and enhancing marketing efforts to boost operational performance and intrinsic value [2]. - The negative net cash flow from operating activities reported in the mid-year financials is attributed to reduced cash returns aimed at promoting healthy channel development [2]. Group 3: Shareholder Returns and Future Plans - The company emphasizes the importance of cash dividends for investors, balancing short-term benefits with long-term sustainable growth [2]. - Future plans regarding share buybacks or increases in dividend rates will be disclosed in accordance with relevant laws and regulations [2].

Core Viewpoint - Dong Yuhui's departure has significantly impacted Dongfang Zhenxuan's performance, leading to a decline in GMV and revenue, while the company is shifting focus towards self-operated products and diversifying sales channels [1][2][8]. Financial Performance - In the fiscal year 2025, Dongfang Zhenxuan's net revenue from continuing operations was 4.392 billion RMB, a decrease of 32.7% from 6.525 billion RMB in the previous year [5][6]. - The net profit for the year was 6.19 million RMB, down from 249.145 million RMB in the previous year [5]. - Adjusted net profit, excluding the impact of the sale of Huixing, was 135.4 million RMB, representing a 30% increase year-on-year [6]. Sales Channels and GMV - The total GMV from all sales channels, including Douyin and the company's app, dropped from 14.3 billion RMB to 8.7 billion RMB [8]. - The number of paid orders on Douyin decreased from 180 million to 91.6 million [8]. - The proportion of GMV from the Dongfang Zhenxuan app increased from 8.4% in the previous year to 15.7% in fiscal year 2025 [10]. Product Strategy - The company launched 732 self-operated products in fiscal year 2025, up from 488 in the previous year, expanding its product categories to include health foods and pet products [12]. - Self-operated products accounted for approximately 43.8% of total GMV [12]. - The company is focusing on high-frequency, stable-demand areas such as daily consumer goods and home products [12]. Membership and Customer Engagement - Dongfang Zhenxuan introduced a membership system in October 2023, with paid membership numbers growing from 198,600 to 264,300 [10]. - The company aims to enhance customer loyalty and build a private traffic pool through this membership initiative [10]. Future Outlook - The company is shifting its competitive focus from relying on celebrity hosts to strengthening its supply chain and product offerings [11]. - There is a need to stabilize the talent pool of mid-tier hosts while balancing cost control and quality in self-operated product development [13]. - Future strategies may include leveraging big data to analyze customer preferences and develop customized product offerings [14].

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]