Core Insights - Oriental Selection has successfully entered the sanitary napkin market, achieving impressive sales figures and addressing consumer safety concerns [2][4][10] - The company emphasizes a new safety standard that surpasses industry norms, focusing on transparency and traceability in its production process [5][8][10] Group 1: Market Entry and Sales Performance - Oriental Selection launched its self-operated sanitary napkin products on June 16, 2025, selling 300,000 packages within 14 hours and selling out in two days [2][9] - By August 19, the company had sold approximately 370 million packages over 33 days, averaging over 10,000 orders per day [2][9] Group 2: Consumer Trust and Market Dynamics - The sanitary napkin industry has faced a trust crisis due to issues with raw materials and quality control, leading to a significant drop in consumer confidence [3][4] - There is a stark contrast between traditional brands, which struggle with innovation and transparency, and e-commerce white-label products, which often compromise on quality [3][4] Group 3: Safety Standards and Production Practices - Oriental Selection has established a new safety standard consisting of 28 checkpoints, including stricter limits on harmful substances compared to national standards [5][6] - The company uses 100% pure cotton sourced from Xinjiang for its sanitary napkins and has implemented extensive monitoring in its production facilities [6][8] Group 4: Future Plans and Industry Impact - Following its initial success, Oriental Selection plans to expand its product line into the broader health consumption sector, including products like sleep pants [10] - The company's entry is expected to elevate safety benchmarks and transparency in the sanitary napkin industry, prompting traditional brands to reassess their quality control systems [10]

Core Viewpoint - The development paths of Dong Yuhui and Dongfang Zhenxuan have diverged significantly, with Dong Yuhui's new venture "Yuhui Tongxing" showing strong performance compared to Dongfang Zhenxuan, which has experienced a stock price surge despite initial concerns about its sustainability without Dong Yuhui [4][53]. Group 1: Dong Yuhui's Transition - Dong Yuhui's new company "Yuhui Tongxing" reportedly generates an annual income of 2 to 3 billion yuan, contrasting with his financial struggles while at Dongfang Zhenxuan [6][10]. - Following Dong Yuhui's departure from Dongfang Zhenxuan, the company's stock price surged by 229%, defying expectations that it would struggle without him [7][19]. - Dong Yuhui's income was previously reported to be 2.854 billion yuan, making him the highest-earning internet anchor in China [10][12]. Group 2: Stock Performance and Market Expectations - After Dong Yuhui's departure, Dongfang Zhenxuan's stock price fell by 23.39% on the following day, but it later rebounded, with a cumulative increase of nearly 248% from July to the present [18][19]. - As of August 15, Dongfang Zhenxuan's market capitalization exceeded 43 billion HKD, reflecting positive market sentiment regarding its performance recovery [19][20]. Group 3: Audience and Sales Performance - "Yuhui Tongxing" has surpassed Dongfang Zhenxuan in terms of audience engagement, with a fan base exceeding 30 million compared to Dongfang Zhenxuan's 28 million [24][26]. - In recent months, "Yuhui Tongxing" has consistently ranked first in sales within the industry, while Dongfang Zhenxuan has not made it into the top ten [30][31]. Group 4: Future Challenges and Strategies - "Yuhui Tongxing" faces the challenge of reducing its reliance on Dong Yuhui's personal brand to ensure sustainable growth [53][54]. - Dongfang Zhenxuan aims to establish itself as a product technology company with supply chain management capabilities, but it must overcome significant hurdles related to product quality and customer experience [41][54].

Core Viewpoint - The article discusses the contrasting trajectories of Dong Yuhui's new venture "With Hui Along" and his former company Dongfang Zhenxuan, highlighting the significant financial success and market performance of both entities since Dong's departure from Dongfang Zhenxuan [1][3][48]. Group 1: Financial Performance - Dong Yuhui's new company "With Hui Along" reportedly generates an annual income of 2 to 3 billion yuan, a stark contrast to his previous financial struggles while at Dongfang Zhenxuan [2][7]. - Dongfang Zhenxuan's stock price surged by 229% after Dong Yuhui's departure, leading to a market capitalization increase of over 25 billion HKD [3][12]. - As of August 15, 2023, Dongfang Zhenxuan's stock price had increased by approximately 248% since July 2023, and by 357% since Dong Yuhui's exit [13][14]. Group 2: Market Position and Growth - "With Hui Along" has surpassed Dongfang Zhenxuan in terms of fan base, with over 30 million followers compared to Dongfang Zhenxuan's 28 million [17][21]. - The average online audience for "With Hui Along" is significantly higher, reaching 33,300 compared to Dongfang Zhenxuan's 5,246 [23][24]. - "With Hui Along" has consistently ranked first in sales for three consecutive months, while Dongfang Zhenxuan did not make it into the top ten during the same period [26]. Group 3: Business Strategy and Challenges - "With Hui Along" is exploring new business directions, including launching a vertical content account "Lan Zhi Chun Xu," which has shown promising initial results [27][29]. - Despite its success, "With Hui Along" faces challenges such as slowing fan growth, which could impact future sales conversion rates [31][33]. - Dongfang Zhenxuan aims to establish itself as a product technology company with supply chain management capabilities, but it faces hurdles in quality control and member experience compared to competitors like Sam's Club [36][40].

Core Viewpoint - The stock price of Dongfang Zhenxuan has surged over 100% in the past month, indicating a significant recovery and transformation within the company [2][5]. Financial Performance - In the second half of FY2025 (December 2024 to May 2025), Dongfang Zhenxuan's revenue is projected to be approximately $299 million (around 2.16 billion RMB), with an operating profit of about $6.2 million (around 44.71 million RMB) [5]. - In the first half of FY2025 (June to November 2024), the company experienced an operating loss of $15.7 million (around 11 million RMB) [5]. - By FY2025 Q4 (March to May 2025), the operating profit is expected to recover to about $7.2 million (around 51.67 million RMB), with a Non-GAAP operating profit of approximately 79 million RMB [5]. - The operating profit margins for FY25 Q1 to Q4 show significant improvement, moving from -8% to 7% [5]. Strategic Transformation - The recent surge in stock price is attributed to the company's shift in strategy following the departure of key figure Dong Yuhui, allowing the company to refocus on its original vision of becoming a product technology enterprise with supply chain management capabilities [6][12]. - Dongfang Zhenxuan has made notable progress in its self-operated business, increasing its SKU count from under 300 to 600 within a year, with further growth expected [8]. - The launch of self-operated products, such as sanitary napkins, has seen impressive sales, with 180,000 orders and an estimated sales revenue of 20 million RMB within two days on Douyin [9][10]. Market Context - The Chinese retail market is undergoing significant changes, with traditional supermarkets struggling and new retail models gaining traction, exemplified by the rapid growth of Sam's Club in China [13][14]. - Dongfang Zhenxuan's strategy of leveraging online traffic and avoiding physical stores allows for cost-effective operations and a quicker path to profitability [16]. - The company aims to build a sustainable business model focused on self-operated products, benefiting from its brand influence and supply chain advantages [17].

Group 1 - The stock price of Dongfang Zhenxuan has returned to levels before the "small essay" incident, with a significant increase from 12 HKD to 31 HKD per share, representing a 248% rise compared to the lowest point after Dong Yuhui's departure [1][5][6] - The increase in stock price is attributed to product performance rather than the presence of star hosts, as the company has shifted focus to product-driven strategies [2][4] - Dongfang Zhenxuan's self-operated sanitary napkins and shrimp products have shown strong sales, indicating a successful product strategy that resonates with consumer trust [2][3][5] Group 2 - The company's financial projections indicate a revenue of approximately 299 million USD (about 2.16 billion RMB) and an operating profit of around 6.2 million USD (about 44.71 million RMB) for the second half of the 2025 fiscal year [5][6] - The transition from a multi-channel network (MCN) model to a product-centric approach has been a key focus for the company, with a significant emphasis on building a strong supply chain and product quality [10][11] - Dongfang Zhenxuan's gross margin reached 38% in 2023, with self-operated products accounting for 39% of GMV, showcasing the effectiveness of the product strategy [16][22] Group 3 - The company has faced challenges in balancing the product route with the MCN model, leading to internal conflicts and a need for a clear strategic direction [11][12] - The decision to fully embrace a product-oriented strategy has been reinforced by the market's response, as evidenced by the recovery in stock price and sales performance [12][17] - The success of the product strategy is further illustrated by the increase in app downloads and consumer engagement, particularly following the launch of new products [12][16]

Core Viewpoint - The article discusses the transformation and recovery of Dongfang Zhenxuan (东方甄选) after the departure of its prominent host Dong Yuhui, highlighting the company's strategic shift from a host-driven model to a product-driven approach, resulting in significant stock price recovery and business growth. Group 1: Company Performance - After the split with Dong Yuhui, Dongfang Zhenxuan's stock price dropped over 23% on the first trading day, losing approximately 3 billion HKD in market value, reaching a low of 8.92 HKD [2][4] - As of August 11, 2025, the stock price reached 29.38 HKD, with a market capitalization exceeding 30 billion HKD, marking a 190% increase from the year's low of 10.12 HKD and a 229% increase from the low following Dong Yuhui's departure [8][11] - The company's self-operated product GMV (Gross Merchandise Volume) share increased to 39%, with over 600 product varieties and a cold chain coverage rate of 92%, indicating deep supply chain integration [11][12] Group 2: Strategic Shifts - Dongfang Zhenxuan has shifted its focus from seeking a new host to strengthening its supply chain and self-operated products, completing a transition from a host-driven to a product-driven model [11][16] - The launch of a self-operated sanitary napkin product sold out within minutes, demonstrating the effectiveness of the company's supply chain strategy and consumer trust [12][14] - The company aims to create a "Sam's Club online" by establishing a membership economy, with over 250,000 paid members and a repurchase rate 2.7 times higher than regular users [17][18] Group 3: Financial Metrics - The net profit for the company after distributing 50% to Dong Yuhui was reported at 141.414 million RMB [4] - The gross margin for self-operated products increased from 10% in the second half of 2024 to 21% in the first half of 2025, while operating profit margin rose from 3% to 7% [17] - Dong Yuhui's new venture, Yuhui Tongxing, conducted 265 live broadcasts in 2025, achieving a total viewership of 3.15 billion, with average sales per broadcast significantly increasing [18]

Core Insights - The article discusses the transformation and recovery of Dongfang Zhenxuan after the departure of its prominent host, Dong Yuhui, highlighting the company's strategic shift from a host-driven model to a product-driven approach [3][10][13]. Financial Performance - After the split with Dong Yuhui, Dongfang Zhenxuan's stock price dropped over 23% on the first trading day, losing approximately 3 billion HKD in market value [3][10]. - As of August 11, 2025, the stock price reached 29.38 HKD, with a market capitalization exceeding 30 billion HKD, marking a 190% increase from its lowest point of 10.12 HKD earlier in the year [10][13]. - The company's self-operated product GMV (Gross Merchandise Volume) share increased to 39%, with over 600 product varieties and a cold chain coverage rate of 92% [13][14]. Strategic Shifts - Dongfang Zhenxuan has focused on supply chain integration and self-operated products, moving away from reliance on individual hosts [13][17]. - The launch of a self-operated sanitary napkin product sold out quickly, indicating strong consumer demand and trust in the brand [14][16]. - The company aims to build a membership economy, converting one-time transactions into long-term customer relationships, with over 250,000 paid members and a repurchase rate 2.7 times higher than regular users [19][20]. Market Positioning - Dongfang Zhenxuan is positioning itself as a platform for selecting quality products, emphasizing self-operated agricultural products and cultural dissemination [19][20]. - The company has achieved a significant increase in gross margin for self-operated products, rising from 10% in the second half of 2024 to 21% in the first half of 2025 [19][20].

Core Viewpoint - Oriental Selection (01797.HK) has seen a significant stock price increase, closing at HKD 27.5, up 16.82%, with a year-to-date increase of 171.5%, indicating a shift in focus from a主播-driven model to a product-driven strategy [5][6]. Financial Performance - For the fourth quarter of fiscal year 2025, revenue is estimated at approximately USD 1.5 billion, reflecting a nearly 30% year-on-year decline, but the decline is narrowing compared to the previous quarter [5]. - The non-GAAP operating profit is projected to be around RMB 0.79 billion, with an operating profit margin of approximately 7%, showing a quarter-on-quarter improvement of about 3% [5]. Business Strategy and Product Development - The company is increasing its investment in self-operated products, particularly in the domestic shrimp supply chain, with a partnership established with Charoen Pokphand Group [6][7]. - The monthly demand for shrimp from Oriental Selection is 150 tons, while the initial production capacity of the partner was only 50-60 tons, leading to a supply gap that required an investment of RMB 4 million to upgrade production capabilities [7]. Market Expansion and Sales Performance - As of July 2025, Oriental Selection has sold over 220,000 units of domestic white shrimp, indicating a supply-demand imbalance [8]. - Other self-operated products have also seen significant sales, with over 260 million units of grilled sausages and eggs sold, and sales of sanitary napkins exceeding RMB 15 million [8]. Future Outlook - The company is expected to recover its profit margins, with a normal profit margin estimated at around 5%, and projected GMV for fiscal year 2026 could reach RMB 9 billion [8]. - There remains substantial growth potential in the paid membership business and self-operated products, comparable to Sam's Club's 9 million member data [8].

Group 1 - The stock price of Dongfang Zhenxuan (01797.HK) surged by 16.82% to 27.5 HKD, with a year-to-date increase of 171.5%, indicating renewed institutional interest following a strategic shift from influencer-driven to product-driven operations [2] - According to Huaxi Securities, Dongfang Zhenxuan's revenue for Q4 FY2025 is estimated to be approximately 150 million USD, reflecting a nearly 30% year-on-year decline, although the rate of decline is narrowing quarter-on-quarter [2] - The company has shown continuous improvement in profitability despite challenges, with a non-GAAP operating profit of approximately 79 million RMB and an operating profit margin of about 7%, up by approximately 3% quarter-on-quarter [2] Group 2 - Dongfang Zhenxuan is increasing its investment in self-operated products, particularly in the domestic shrimp supply chain, with a partnership established with Charoen Pokphand Group's Dongying base [3][5] - The monthly demand for shrimp from Dongfang Zhenxuan is 150 tons, while the current production capacity of the partner is only 50-60 tons, leading to a supply gap that has resulted in nearly 50 days of stockouts [5] - The company has sold over 220,000 units of domestic white shrimp as of the end of July, indicating strong demand in a supply-constrained market [5] Group 3 - Since its rapid rise in June 2022, Dongfang Zhenxuan has undergone a stabilization phase, with analysts noting that while profit margins are under short-term pressure, the company is on a recovery path [6] - The estimated GMV for Dongfang Zhenxuan in FY2025 is around 7.5 billion RMB, with projections for FY2026 GMV to reach 9 billion RMB, highlighting significant growth potential [6] - The company’s paid membership business and self-operated products still have considerable room for growth compared to competitors like Sam's Club [6]

Core Viewpoint - The health crisis surrounding XinXuan Group's sanitary napkin brand "Mian Mi Ma" has raised significant concerns about product safety in the sanitary napkin industry, particularly after reports of carcinogenic substances being detected in multiple batches [1] Industry Overview - The sanitary napkin industry is experiencing a trust crisis, exacerbated by recent consumer complaints and media exposure regarding product safety issues, including the detection of harmful substances [1] - The market for disposable sanitary products in China reached a production volume of 1.20 million tons in 2023, reflecting a year-on-year growth of 15.6%, with sales revenue hitting 1.8 trillion yuan, up 18.2% year-on-year, capturing 35% of the global market share [5][6] - The introduction of the new national standard for disposable sanitary products, effective July 1, 2023, is expected to accelerate industry consolidation and push non-compliant companies out of the market [10][12] Market Dynamics - The sanitary napkin market is seeing an influx of new players, including celebrity brands and established companies launching new products to cater to diverse consumer needs [3][5] - The price of sanitary napkins is decreasing, with a shift in consumer demand towards lower-priced products, leading to a decline in market concentration and weakening the influence of leading brands [6][8] Regulatory Changes - The new national standard (GB 15979-2024) aims to address industry issues, enhance product quality, and ensure consumer safety by prohibiting harmful substances and improving production hygiene requirements [10][11] - The new regulations will allow existing products produced before the standard's implementation to be sold until their expiration date, leading to a transitional period where both old and new standards coexist in the market [15][16] Production and Supply Chain - Many sanitary napkin brands rely on OEM manufacturing, with established manufacturers like Beishute providing production capabilities for new entrants [7][8] - The production capacity is a critical differentiator among manufacturers, with leading brands investing in automation and quality control to enhance their market position [9][12] Consumer Trends - There is a growing consumer demand for high-quality disposable sanitary products, prompting brands to innovate and introduce new concepts, such as probiotic and herbal sanitary napkins [5][6] - The industry is facing challenges related to product quality, including issues with foreign materials and contamination, which are prompting manufacturers to invest in better detection technologies [17][18]