Core Viewpoint - The departure of Sun Dongxu from Dongfang Zhenxuan marks a significant shift for the company, as both he and Dong Yuhui, key figures in the "Xiao Zuowen" incident, have left, leading to a phase of turmoil for the company [1][4]. Group 1: Leadership Changes - Sun Dongxu has officially left Dongfang Zhenxuan, confirmed by founder Yu Minhong on social media [3][4]. - Following the departure of Sun Dongxu, Yu Minhong has taken over as CEO, indicating a restructuring within the company [4][6]. - The exits of both Sun Dongxu and Dong Yuhui signal a critical transition for Dongfang Zhenxuan, which has been embroiled in controversy for an extended period [1][4]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.392 billion RMB, a decline of 32.7% from 6.526 billion RMB in the previous year [7][9]. - The net profit for the same period was 6.191 million RMB, down 97.5% from 24.914 million RMB year-on-year [7][9]. - Excluding the financial impact of the sale of "Yu Hui Tong," the total revenue would have been 4.2 billion RMB, a decrease of 30.9% compared to the previous year [9]. Group 3: Market Position and Future Outlook - Despite the leadership changes and declining revenue, Dongfang Zhenxuan has developed a robust supply chain and a strong self-operated product line, which is expected to sustain consumer engagement [9]. - The company has launched 488 self-operated products since April 2022, which now account for approximately 43.8% of the total merchandise transaction volume [9]. - As of November 6, Dongfang Zhenxuan ranked fifth in Douyin's live-streaming sales leaderboard, indicating a competitive market presence despite recent challenges [9].

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Core Viewpoint - The article discusses the growing concern over online wealth flaunting and its negative impact on society, particularly on the values of young people. It highlights the need for regulatory actions to curb such behaviors and promote a healthier online environment [1][2][5]. Group 1: Online Wealth Flaunting Phenomenon - Online influencers often showcase extravagant lifestyles, which may not reflect reality, as many use rented luxury items to create a false persona [2][5]. - The rise of "fake rich" influencers has led to a business model that prioritizes attracting views and commercial profits over authenticity [2][5]. - The phenomenon has resulted in a closed-loop system of content creation, traffic attraction, and commercial monetization, misleading many users into believing these portrayals are genuine [5][8]. Group 2: Impact on Youth and Society - The negative effects of online wealth flaunting extend beyond commercial fraud, significantly distorting societal values and impacting the mental health of young people [5][6]. - Cases have emerged where young individuals express dissatisfaction with their lives after viewing such content, leading to feelings of inadequacy and frustration [5][6]. - Experts warn that the glorification of wealth can mislead youth into believing that financial success is the sole measure of life value, which can lead to unhealthy consumption habits [6][8]. Group 3: Regulatory Actions and Industry Response - In response to the issue, the Chinese government has initiated several campaigns aimed at cleaning up online content, specifically targeting wealth flaunting and related negative influences [7][8]. - Platforms like Xiaohongshu and Douyin have taken steps to remove content that promotes unhealthy values, with thousands of posts and accounts being banned for violating guidelines [7][8]. - The regulatory framework is evolving to hold Multi-Channel Network (MCN) organizations accountable for promoting such content, emphasizing the need for comprehensive governance of the entire wealth flaunting ecosystem [8][9].