交银国际研究 消息快报 东方甄选 (1797 HK) 股东会阐述未来发展方向：流量+产品双驱动，或试点线下店 7 月 26 日，东方甄选召开股东会，回应旗下主播董宇辉离职及与辉同行独 立运营的相关事项。公司将支付董宇辉承诺的福利和补偿，并向其分派与 辉同行所有剩余未分配利润，公告显示截至 2024 年 6 月 30 日，与辉同行 未分配净利润为1.4 亿元（人民币，下同），分派主要基于：1）给予董宇 辉为东方甄选发展作出贡献的奖励。2）为此前协商的股权增发计划进行 部分现金补助。 公司将重新分配资源，加强自身品牌建设，继续与抖音互惠合作，输出优 质内容，并将主播打造为一个团队，加强负面问题及形象管理，给予优厚 的待遇和激励，不再采用成立独立平台的运作模式。 公司对未来的战略规划方向主要包括： 1）产品线双驱动：自营品和外部产品共同发展。根据消费者习惯趋势继 续拓展自营品体系和建设自有 app 平台；外部产品如在北京进行各省优质 产品推广、开发具备特色的边疆地区地方产品等，帮助农产品公司销售， 并丰富消费者产品选择范围。 2）活动多样化：坚持内容与文化产品结合为公司整体调性，带动消费者 兴趣和好感，持续开展多样 ...

社会服务 上 市 公 司 2024 年 07 月 26 日 东方甄选 (01797) ——人事调整暂告段落，电商业务重新出发 公 司 点 评 / 公 司 点 评 报告原因：调整投资评级 | --- | --- | |------------------------|---------------------| | 市场数据： | 2024 年 07 月 25 日 | | 收盘价（港币） | 12.40 | | 恒生中国企业指数 | 6016.51 | | 52 周最高/最低（港币） | 46.80/10.82 | | H 股市值（亿港币） | 127.88 | | 流通 H 股（百万股） | 1031.3 | | 汇率（人民币/港币） | 1.0948 | 一年内股价与基准指数对比走势： -54% -4% 46% 96% 07/0308/0309/0310/0311/0312/0301/0302/0303/0304/0305/0306/03 HSCEI 东方甄选 资料来源：Bloomberg 中性（下调）投资要点： 头部主播离职，GMV 或将大幅下滑。我们预计公司 25 财年（2024 年 6 月至 2025 ...

从2022年中到2023年年底,尽管中间有很多磕磕绊绊的事情,但是本质上就是一直处于上升期,也是一个当时还是不错的状态。当然中间其实也发生了一些事情,这也导致了后来的2023年年底的事情的发生。 我们在此之前是公司董事长,基本上不参与公司的任何的日常管理和经营,只是有的时候跟他们见个面,看看有什么问题。 那么在这23年年底以后呢,我意识到了事情严重性,那这个过程大家都已经知道了,那么后来我就亲自担当了CEO这么一个岗位,到我这个年龄呢,其实担当这个岗位有一点勉为其难了,但是我觉得我还是算是一个比较充满活力的人吧,所以呢,也希望通过我的努力呢,让东方正学进入下一个发展的平台。 那么我作为这个中华中学作为一个以这个流量带货为核心的这样的一个公司在当时,那么我知道这个宇辉的价值是非常非常重大的,非常非常重要的,所以呢,我 用了全部的努力也在董事会的授权上授权以后给了宇辉一个很好的package就是一个很好的我们把它叫保底收入就package那么这样的话努力的留住了宇辉宇辉对我也比较的信任所以也觉得在我领导下继续干也是一个比较安全的这样的一个状态 为了使双方避开矛盾和冲突,也为了使双方能够各自发挥自己的优势,所以在我 ...

Investment Rating - The report assigns a "Neutral" rating to the company, Dongfang Zhenxuan (1797 HK), with a target price of 13.40 HKD, reflecting an 8.1% upside from the closing price of 12.40 HKD [3]. Core Insights - Dongfang Zhenxuan announced the sale of its subsidiary, Yuhui Tongxing, to its former employee, Dong Yuhui, which is expected to impact the company's profits by over 20% for the fiscal year 2025. The sale price was 76.59 million RMB, equal to the net asset value of Yuhui Tongxing, resulting in no gain or loss from the transaction [1]. - The financial performance of Yuhui Tongxing for the first half of 2024 showed a Gross Merchandise Value (GMV) of approximately 3.5 billion RMB, contributing around 410 million RMB in revenue and 140 million RMB in profit, with a profit margin of 33% [1]. - Following the sale, the company plans to reallocate resources to strengthen its own brand and expand its self-operated products and live-streaming e-commerce business, aiming to better meet consumer demands [1]. Summary by Sections Company Overview - Dongfang Zhenxuan is transitioning its business strategy by divesting from Yuhui Tongxing, which was previously wholly owned and contributed significantly to its revenue [1]. Financial Impact - The divestment is projected to lead to a reduction in GMV, revenue, and profit forecasts for fiscal year 2025 by 34%, 9%, and over 20% respectively, while also potentially reducing public relations risks [1]. Strategic Direction - The company intends to focus on its self-operated strategies and multi-platform development post-divestment, which may lead to more stable operations in the long term [1].

Company Rating - The report assigns a **Neutral** rating to **Oriental Selection (1797 HK)** [3] Core Viewpoints - Oriental Selection sold its subsidiary **Yu Hui Tong Xing** to Dong Yuhui, which is expected to impact the company's 2025 fiscal year profit by **20%+** [1] - The sale of Yu Hui Tong Xing is expected to reduce Oriental Selection's 2025 fiscal year GMV, revenue, and profit by **34%**, **9%**, and **20%+** respectively [1] - The sale is expected to have a short-term financial impact but may reduce public opinion risks, allowing management to focus on self-operated strategies and multi-platform development for long-term stability [1] Financial Impact of Yu Hui Tong Xing Sale - Yu Hui Tong Xing generated a net profit of **140 million RMB** in the first half of 2024 (from December 22, 2023, to June 30, 2024) [1] - The GMV of Yu Hui Tong Xing from January to June 2024 was approximately **3.5 billion RMB**, with a commission rate of **13%**, contributing **410 million RMB** in revenue and a profit margin of **33%** [1] - The sale price of Yu Hui Tong Xing was **76.59 million RMB**, equal to its net asset value, resulting in no gain or loss for Oriental Selection [1] Strategic Adjustments - Oriental Selection plans to reallocate resources to strengthen its own brand, expand self-operated products, and develop its live e-commerce business [1] - The company announced a share buyback plan of up to **500 million RMB** within the next year [1] Industry Coverage - The report covers multiple companies in the internet and education sectors, including **Baidu (BIDU US)**, **iQiyi (IQ US)**, **Kuaishou (1024 HK)**, **Bilibili (BILI US)**, **NetEase Cloud Music (9899 HK)**, **Tencent Music (TME US)**, **Pinduoduo (PDD US)**, **JD.com (JD US)**, **Alibaba (BABA US)**, **New Oriental Education (9901 HK)**, **Tencent (700 HK)**, and **Meituan (3690 HK)** [3] - Most companies in the internet and education sectors are rated as **Buy**, with potential upside ranging from **15.5%** to **88.0%** [3]

社会服务 2024 年 07 月 05 日 东方甄选 (01797) ——自营产品销售稳步推进,经营指标回归常态 公 司 研 究 / 公 司 点 评 报告原因:调整投资评级 证 券 研 究 报 告 | 市场数据: | 2024 年 07 月 04 日 | |--------------------------|---------------------------------| | 收盘价(港币) | 13.08 | | 恒生中国企业指数 | 6470.86 | | 52 周最高 / 最低(港币) | 46.80/11.80 | | H 股市值(亿港币) | 134.89 | | 流通 H 股(百万股) | 1031.3 | | 汇率(人民币/港币) | 1.0954 | 一年内股价与基准指数对比走势: -54% -4% 46% 96% 07/0308/0309/0310/0311/0312/0301/0302/0303/0304/0305/0306/03 HSCEI 东方甄选 资料来源:Bloomberg 增持(下调)投资要点: ⚫ 我们预计东方甄选24财年下半年(2023.12-2024.5)将实现收入4 ...

Investment Rating - The investment rating for the company is "Buy" with a maintained rating for the next six months [1]. Core Insights - The company has achieved a GMV of over 3.6 billion yuan for its self-operated products in FY24H2, representing a year-on-year growth of 108% and a quarter-on-quarter growth of 74% [1]. - The company has launched over 400 self-operated products, with 80% being food and agricultural products, and over 100 products ranking in the top three on Douyin's product list [1]. - The overall positive feedback rate for self-operated products exceeds 95%, with a repurchase rate of 59% and over 25 million users for self-operated products [1]. - The company is expanding its self-operated product categories and has seen strong demand and excellent repurchase performance for several products [1]. - The self-operated app is becoming a core channel for sales, with over 90% of new products launched on the app since May, contributing to over 40% of the total GMV for popular products [1]. - The company plans to increase its Douyin accounts and live broadcasts, which may enhance overall GMV performance [1]. - The revenue forecasts for FY24-26 are 6.1 billion, 7.4 billion, and 9.1 billion yuan respectively, with adjusted net profits of 900 million, 1.04 billion, and 1.23 billion yuan, and corresponding EPS of 0.9, 1.0, and 1.2 yuan per share [1].

交银国际研究 首次覆盖 互联网 2024 年 6 月 26 日 收盘价 目标价 潜在涨幅 港元 12.96 港元 13.40 +3.4% 东方甄选 (1797 HK) 自营建设虽具长期增长潜力,短期盈利不确定性仍存,首予中性 市场关注点主要包括 1)利润短期承压;2)主账号 GMV 数据下降;3)大 主播稳定性及公司管理战略仍在调整期。我们认为公司利润率或在2024财 年 3 季度(截至 2024 年 2 月 29 日)触底。2024 财年 3 季度为公司战略调 整阶段,增加自营品促销力度,导致自营品毛利率下滑。春节后,运营逐 渐回归正常节奏,专场直播推进更为积极,预计 4 季度公司盈利能力将较 3 季度有所改善。但考虑自营品短期仍以规模增长为目标,投入力度仍存 不确定性。 主账号流量增长面临挑战,GMV 规模部分被货架及其他渠道分流。 "小作 文"事件后,东方甄选主账号经历粉丝数短暂下降,目前已稳定在3000万 量级,但确实反映出新增流量增长承压的局面,公司长期拓圈发展面临挑 战。与辉同行上线后,2-3 月,东方甄选主账号直播间(不含货架销售) GMV 下降至 2-3 亿元(人民币,下同),目前环比稳定。主 ...

Core Insights - Dongfang Zhenxuan has launched a new "hourly delivery" service in collaboration with JD Logistics, initially targeting the Beijing market, with plans to expand to more cities in the future [1][6] - The service aims to leverage the brand's existing fan base and the personal charm of its young hosts to differentiate itself from competitors like Meituan and JD [3][4] - Despite initial enthusiasm, the sales performance of the hourly delivery service has shown a downward trend, raising questions about its long-term viability and profitability [4][6] Group 1: Business Strategy - The "hourly delivery" service is part of Dongfang Zhenxuan's broader strategy to diversify its business, which includes self-operated products and a membership-based e-commerce app [2][6] - The company has been exploring various business models since launching its live streaming service in late 2021, including expanding its product offerings and establishing multiple live streaming accounts [6][7] - The service is designed to provide a new sales channel for self-operated products and stimulate interest in the capital markets [6][10] Group 2: Market Performance - The first live broadcast for the hourly delivery service estimated sales of 5,000 to 7,500 yuan, with a total estimated sales range of 10,000 to 25,000 yuan over ten broadcasts [4][6] - The product offerings in the hourly delivery service have been criticized for lacking variety and not emphasizing time-sensitive items, which may limit its appeal [4][10] - The overall market for instant retail is growing rapidly, with an estimated market size of 5,042.86 billion yuan in 2022, expected to triple by 2025 [10][11] Group 3: Competitive Landscape - The instant retail market is highly competitive, with major players like Meituan and JD dominating the space, holding a combined market share of 75% [11] - Dongfang Zhenxuan's entry into the hourly delivery market comes at a time when competitors are already well-established, making it challenging to carve out a significant market share [10][11] - The effectiveness of Dongfang Zhenxuan's strategy will depend on its ability to leverage its existing user base and the unique appeal of its hosts to attract customers to the new service [3][10]

智通财经APP获悉，东方甄选(01797)早盘反弹逾5%，截至发稿，涨3.95%，报23.7港元，成交额1.46亿 港元。 2月27日上午，董宇辉的微博账号内容显示全部清空，再度引发舆论关注。有接近东方甄选人士向媒体 透露，这是个人行为。三眼查数据显示，在抖音1月直播达人带货榜上，与辉同行以单月8.89亿元的销 售额，超过了小杨哥和东方甄选，跃居第一位。 申万宏源(香港)指出，进入春节后销售淡季，东方甄选直播电商业务稳扎稳打。“小编”事件后头牌主播 董宇辉直播频道开播，GMV破亿，粉丝数破千万规模，成绩斐然，或成为公司又一增长点。看好公司 多主播，多平台直播，自营产品优先发展的思路。 ...