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On July 25, Dongfang Zhenxuan announced on the Hong Kong Stock Exchange that anchor Dong Yuhui had resigned. At the same time, Dong Yuhui acquired "Yihui Xingxing" for 76.5855 million yuan.

From the information between the lines, we can see that this time Dong Yuhui and Yuhui Xingxing have completely cut off ties with Dongfang Zhenxuan. And parting ways amicably is still the main meaning of the announcement. After all, Dongfang Zhenxuan not only gave money, but also technology. The announcement mentioned that in order to maintain the normal operation of Yuhui Xingxing, the company will provide Yuhui Xingxing with an information system independently developed free of charge. This shows that Dongfang Zhenxuan is still willing to provide Yuhui Xingxing with necessary resource support to a certain extent.

The breakup of Dong Yuhui and Oriental Selection was not surprising to the outside world. According to media reports, half a year after the launch of Yuhuixingxing, the total GMV of live streaming has exceeded 4 billion yuan. This figure fully demonstrates the strong momentum and profitability of Yuhuixingxing in the field of live streaming. Behind this achievement, Dong Yuhui, as the head anchor of Yuhuixingxing's live broadcast room, has made an indelible contribution. The performance of Oriental Selection can only be described as unsatisfactory in recent times. The interim data of fiscal year 2024 showed that as of November 30, 2023, Oriental Selection achieved total revenue of 2.795 billion yuan, a year-on-year increase of 34.4%, and a year-on-year decline of 57.4% in net profit.

Dong Yuhui's resignation has undoubtedly caused quite a stir in the financial field. Without Dong Yuhui's golden signboard, Dongfang Zhenxuan will undoubtedly face greater challenges in the fiercely competitive market. At the same time, Dong Yuhui's resignation has also brought unprecedented development opportunities to Yuhui Xingxing. With his personal charm and market appeal, Yuhui Xingxing has rapidly risen in a short period of time and become a dark horse in the field of live streaming. It not only proves Dong Yuhui's personal value, but also shows the strong influence and market potential of the top anchors in the live streaming industry.

In the long run, this incident will have a profound impact on the financial landscape of the live streaming e-commerce industry. On the one hand, it has prompted live streaming platforms to pay more attention to the training and management of anchors, avoiding the risks of over-reliance on a single anchor; on the other hand, it has also encouraged more potential anchors to explore a broader space for development. In this process, industry competition will become more intense, but it will also push the entire industry towards a more mature and standardized direction.

Editor: Tang Xi

Editor: Fang Yuan