Core Viewpoint - The departure of Sun Dongxu from Dongfang Zhenxuan marks a significant shift for the company, following the exit of key figures and ongoing controversies, leading to a decline in stock performance and operational challenges [2][5][6]. Group 1: Leadership Changes - Sun Dongxu has left Dongfang Zhenxuan due to personal reasons, as confirmed by founder Yu Minhong [2][5]. - Yu Minhong will take over as CEO, while Sun will remain as an advisor, acknowledging Sun's contributions during his tenure [6]. - The exits of both Sun Dongxu and popular host Dong Yuhui have raised concerns about the company's future direction and stability [5][6]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.392 billion yuan, a 32.7% decrease from 6.526 billion yuan in the previous year [7][10]. - The net profit for the same period was 6.191 million yuan, down 97.5% from 249.1 million yuan year-on-year [7][10]. - Excluding the impact of the "Yuhui Together" segment, total revenue would have been approximately 4.2 billion yuan, reflecting a 30.9% decline from the previous year [10]. Group 3: Market Position and Challenges - Dongfang Zhenxuan's stock fell by 5.41% to 20.28 HKD following the announcement of Sun Dongxu's departure [2]. - The company has faced challenges in maintaining its market position, with a notable drop in its ranking on Douyin's sales leaderboard [11]. - Despite losing top hosts, the company has developed a robust training system for its streamers and a mature supply chain, which may help sustain its operations [10].

Core Viewpoint - The departure of Sun Dongxu from Dongfang Zhenxuan marks a significant shift for the company, following the exit of key figures involved in the "small essay" controversy, leading to a decline in stock performance and operational challenges [1][4][10]. Group 1: Leadership Changes - Sun Dongxu has left Dongfang Zhenxuan due to personal reasons, as confirmed by founder Yu Minhong on social media [3][4]. - Following the departure of both Sun Dongxu and Dong Yuhui, the company has faced a leadership vacuum that has affected its operational stability [1][4]. - Yu Minhong has taken over as CEO after Sun Dongxu's exit, indicating a consolidation of leadership amidst ongoing challenges [4][6]. 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 [8][10]. - The net profit for the same period was only 6.191 million RMB, a staggering drop of 97.5% compared to 24.914 million RMB the previous year [8][10]. - Excluding the financial impact of the "Yuhui Together" segment, the total revenue would have been approximately 4.2 billion RMB, reflecting a 30.9% decrease year-over-year [10]. Group 3: Market Position and Future Outlook - Despite the leadership changes and financial struggles, Dongfang Zhenxuan has developed a robust supply chain and a diverse range of self-operated products, which are expected to drive future growth [10]. - The company has launched 488 self-operated products since April 2022, which now account for approximately 43.8% of the total merchandise transaction volume [10]. - As of November 6, Dongfang Zhenxuan ranked fifth in the Douyin (TikTok) live-streaming sales leaderboard, indicating a continued presence in the competitive market [10].

"为了应对直播电商平台的高退货率，我们不得不在产品设计阶段就预留相当比例的成本作为'退款预留金'，会挤占企业大量的工艺和原料投入。"浙江永康 一家炊具生产商负责人日前对媒体表示，企业会将退货成本加入到产品成本之中。 上述炊具生产企业负责人说，在直播电商以及低价平台上虽然通过更低的价格能够提升销量，但同时退货率也会更高，一些产品退货比例甚至会高达50%， 造成工厂在生产过程中原材料的巨大浪费，为了应对平台退货量巨大，他们会在产品开发阶段，就预留大量成本放在流量采买和退货折损上，最终这个成本 会平摊到企业的所有销售渠道的产品上，买单的还是消费者。 对于生产企业来说，高退货率更大的成本来自于现金流的挤占，通常订单，在用户收到之后就可以和平台结算，但是如果产生退单，商家需先行垫付货款、 运费险、推广费，平台7–15天才退款。与此同时，退单率过高也让运费险随之上涨，进一步挤占利润。这也让部分商家从追求爆款到害怕爆款，因为一旦产 生爆款，意味着商家必须垫付大量的资金生产，但最终的退单导致的额外成本会吞噬掉原有核算的利润。 直播电商平台依靠氛围营造、限时促销和冲动消费驱动，消费者在短时间内决策，容易产生"预期偏差"，收货后 ...

Core Insights - The article discusses the evolution of live-streaming e-commerce in China, highlighting key figures like Li Jiaqi and Viya, and how their rise reflects broader changes in consumer behavior and market dynamics [6][66]. Group 1: The Rise of Live-Streaming E-commerce - In 2016, traditional e-commerce faced growth challenges, leading to the emergence of live-streaming e-commerce as a new opportunity [7][15]. - Li Jiaqi and Viya were among the pioneers who recognized the potential of this new model, with Li's first live stream attracting only 79 viewers, while Viya's debut garnered 5,000 [11][12]. - The industry saw explosive growth during the 2018 Double 11 shopping festival, where Li sold 1,000 lipsticks in five minutes, showcasing the commercial power of top streamers [19][21]. Group 2: The Impact of the Pandemic - The COVID-19 pandemic accelerated the shift of live-streaming e-commerce from an optional channel to a strategic necessity for brands [27]. - During the 2020 Double 11, Li Jiaqi and Viya achieved a combined sales figure of 18.9 billion yuan, comparable to the annual revenue of a medium-sized listed company [28]. Group 3: Challenges and Crises - The rise of self-broadcasting by brands began to challenge the dominance of top streamers, leading to pricing conflicts and a crisis of trust among consumers [33][36]. - Tax compliance issues and product quality scandals, such as Viya's tax evasion case and Xinba's fake product incident, highlighted vulnerabilities in the industry [39][40]. - The industry faced a reckoning as the focus shifted from rapid growth to sustainable practices, emphasizing the importance of product quality and compliance [70][71]. Group 4: Transition to a Mature Market - The live-streaming e-commerce sector is moving from a phase of explosive growth to one of refinement and quality enhancement, with growth rates expected to decline [61][65]. - Consumers are increasingly prioritizing value and brand reputation over mere price, indicating a shift towards a more rational market [71][73]. - The article concludes that the industry is entering a phase of detailed operations, moving away from the previous "wealth creation myth" associated with top streamers [72][75].

Core Viewpoint - The article discusses the departure of Sun Dongxu from Dongfang Zhenxuan, highlighting the events leading to his exit and the impact of his leadership on the company [4][18][23]. Group 1: Background of Sun Dongxu - Sun Dongxu, born in 1986, graduated from Nankai University with a degree in computer science and technology. He joined New Oriental in 2007, marking the beginning of an 18-year career within the organization [10]. - He held various positions within New Oriental, eventually becoming the CEO of Dongfang Zhenxuan, a live-streaming e-commerce platform, during its strategic transformation in 2021 [11]. Group 2: Achievements and Challenges - Under Sun's leadership, Dongfang Zhenxuan adopted a unique approach to live-streaming e-commerce focused on cultural knowledge, which initially faced challenges in audience growth [14]. - The turning point came in June 2022 when the company gained significant traction, with a five-day increase of 5 million followers and single live-stream sales exceeding 30 million [14][15]. - Despite these successes, a crisis emerged in December 2023 due to a controversy involving a "small essay" incident, leading to Sun's dismissal as CEO [17][18]. Group 3: Impact and Legacy - Sun Dongxu's tenure at Dongfang Zhenxuan was marked by the establishment of a strong "iron fan" culture, fostering deep customer loyalty and high satisfaction rates, with a member repurchase rate 2.7 times higher than regular users [19]. - His strict product quality control measures contributed to building consumer trust, as evidenced by a 99.3% satisfaction rate among users [19]. - The article concludes with a reflection on Sun's departure, indicating it marks the end of an era for Dongfang Zhenxuan, while also noting the potential for future collaboration between him and the company [23][24].

Core Viewpoint - The departure of Sun Dongxu, the former CEO of Oriental Selection, marks a significant turning point for the company, following the earlier exit of Dong Yuhui. This change raises questions about the future direction and leadership of Oriental Selection under founder Yu Minhong's guidance [1][3]. Group 1: Leadership Changes - Sun Dongxu has officially left Oriental Selection due to personal reasons, confirmed by Yu Minhong, who acknowledged Sun's contributions to the company's development [1]. - Sun Dongxu's departure follows a tumultuous period marked by public scrutiny and internal challenges, particularly related to a controversy involving content ownership with Dong Yuhui [7][8]. - Despite leaving his CEO position, Sun Dongxu remains a legal representative and executive in several related companies within the New Oriental Group [1]. Group 2: Company Performance and Structure - As of November 6, Oriental Selection's stock closed at HKD 21.440 per share, with a market capitalization of HKD 22.593 billion, reflecting a slight increase of 0.37% on that day [2]. - Sun Dongxu's total compensation for the fiscal year 2023 amounted to RMB 16.391 million, which included various components such as salary, bonuses, and stock options [5][6]. - The company has undergone significant changes since its inception, transitioning from an education-focused business to a live-streaming e-commerce model, with Sun playing a crucial role in establishing the supply chain and product selection processes [4][8]. Group 3: Future Implications - The departure of Sun Dongxu raises concerns about who will take over the critical supply chain management role, which is vital for the operational efficiency and brand reputation of Oriental Selection [8]. - Yu Minhong's leadership will be tested as he navigates the company through this transition, especially after losing key figures like Sun Dongxu and Dong Yuhui [9].

Core Viewpoint - The stock price of Dongfang Zhenxuan (01797.HK) has significantly declined, reaching a three-month low of 20.02 HKD per share, down 6.53% as of November 7 [3] Group 1: Management Changes - On November 6, Yu Minhong confirmed the departure of former CEO Sun Dongxu due to personal reasons, stating that their communication remains good [4] - Sun Dongxu had been with New Oriental Group since 2007 and served as CEO of Dongfang Zhenxuan until his resignation on December 16, 2023 [4] - Following Sun's departure, Yu Minhong will take over as CEO of Dongfang Zhenxuan [4] Group 2: Financial Performance - Dongfang Zhenxuan reported a revenue of 4.392 billion CNY for the fiscal year, a 32.7% decrease from 6.526 billion CNY in the previous year [5] - The net profit from continuing operations was 6.191 million CNY, a significant drop of 97.5% compared to 249 million CNY in the prior year [5] - The revenue decline is attributed to intensified competition in the live e-commerce sector and strategic adjustments within the company [5] - Excluding the financial impact of the sale of Huixing Technology, the net profit from continuing operations increased by 30% to 135.4 million CNY [5]

Core Viewpoint - The conference held in Zhenjiang focused on enhancing consumer confidence and stimulating consumption in the Nanjing metropolitan area, aligning with national policies to boost economic growth and improve consumer satisfaction [1][8]. Group 1: Conference Objectives and Themes - The conference aimed to optimize the consumer environment and promote consumption upgrades within the Nanjing metropolitan area [1]. - It emphasized the importance of collaboration among market regulation departments across the 10 cities in the metropolitan area to enhance consumer protection and satisfaction [3][8]. Group 2: Key Initiatives and Actions - 15 exemplary cases of "Nanjing Metropolitan Area Trustworthy Consumption" were presented, showcasing successful practices in various sectors such as dining and tourism [5]. - The conference announced 110 "Nanjing Metropolitan Area Trustworthy Consumption Commitment" live streaming rooms, promoting standards for online shopping and enhancing consumer trust [7]. - A cross-regional return and exchange initiative was launched by five companies to address the challenges of returns in different locations, aiming to create a unified return process [7]. Group 3: Future Plans and Collaborations - The conference marked the launch of a consumption month across the 10 cities, featuring activities aimed at improving consumer experiences and reinforcing the commitment to a trustworthy consumption environment [8]. - Ongoing collaboration between Jiangsu and Anhui provinces is expected to yield practical measures that will benefit consumers and stimulate regional economic growth [8].

Core Points - The founder of New Oriental, Yu Minhong, confirmed the departure of Sun Dongxu, the former CEO of Oriental Selection, due to personal reasons [1][2] - Yu Minhong emphasized the significant contributions of Sun Dongxu to the development of Oriental Selection, stating that without his efforts, the company's success would not have been possible [2] - Sun Dongxu's resignation as CEO was officially recorded on December 16, 2023, with his total compensation for the period from June 1, 2023, to December 16, 2023, amounting to 33.603 million yuan, which includes salary, allowances, and benefits [2] Company Background - Oriental Selection was co-founded by Yu Minhong and Sun Dongxu during a critical business transformation period for New Oriental in 2021, focusing on live-streaming e-commerce [2] - Sun Dongxu played a key role in building the supply chain, improving the product selection system, and developing the app for Oriental Selection [2] - Following a controversy in late 2023, Sun Dongxu stepped down from his CEO position but continued to work behind the scenes on product selection, supply chain, and host management [2]

Core Viewpoint - The departure of Sun Dongxu, co-founder and former CEO of Dongfang Zhenxuan, has been confirmed, marking another significant personnel change following the exit of Dong Yuhui, raising concerns about the company's management stability [2][3][4]. Group 1: Personnel Changes - Sun Dongxu's resignation is seen as a continuation of the turmoil within Dongfang Zhenxuan, following the earlier departure of key personnel like Dong Yuhui [3][11]. - The CEO Yu Minhong acknowledged Sun's contributions and confirmed that Sun left for personal reasons, emphasizing a positive relationship between them [7][12]. - The company has faced a series of departures, including prominent figures and anchors, indicating a deeper personnel crisis [11]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported revenues of approximately 4.392 billion yuan, a year-on-year decline of about 32.69%, with net profit plummeting by 99.67% to 573.50 million yuan [4][15]. - The company's GMV (Gross Merchandise Volume) fell sharply from 14.3 billion yuan in 2024 to 8.7 billion yuan in 2025, a decline of 39.16%, primarily due to the divestiture of "Yuhui Xing" [15]. - The financial struggles are attributed to the loss of significant revenue sources and increased competition in the live commerce sector [17]. Group 3: Market Reaction - Since August 19, 2025, Dongfang Zhenxuan's stock price has dropped over 60%, reflecting investor concerns following the disappointing financial results [6][18]. - The stock peaked at 55.70 HKD per share on August 19, 2025, but fell to 21.44 HKD by November 6, 2025, marking a decline of 61.51% [18][19].