Analysis of the Impacts of Yu Minhong Taking Over as Legal Representative of Dongfang Selection (Zhuhai) Tourism Culture Co., Ltd.

Based on obtained tool data and authoritative search results, I have carefully analyzed the impacts of Yu Minhong taking over as legal representative of Dongfang Selection (Zhuhai) Tourism Culture Co., Ltd.:

1. Event and Recent Market Reactions (Based on Tool Data and Searches)

• Industrial and Commercial Change Fact: On December 26, Dongfang Selection (Zhuhai) Tourism Culture Co., Ltd. underwent industrial and commercial changes. Sun Dongxu stepped down as legal representative and executive director, while Yu Minhong took over as legal representative and assumed the roles of manager and executive director (Sources: Sina Finance and other reports) [1][2].
• Background of Management Successor: On December 24, Dongfang Selection confirmed that Sun Jin, a 19-year veteran of New Oriental and group vice president with relevant operational experience in the cultural tourism track, would serve as executive president (Sources: Caixin News Agency, 36Kr, etc.) [3][4].
• Recent Stock Price Range: From December 1 to December 29, 2025, the opening price was 20.10, closing price was 18.88, with an interval increase of -6.07%, average daily trading volume of approximately 10.54M, and standard deviation of daily returns of about 2.59% (Source: Brokerage API) [0]. These are interval statistical characteristics and not attributed to the single event of “Yu Minhong taking over as Zhuhai legal representative”.

2. Impact on Future Strategic Layout (Based on Facts and Public Information)

• Positioning and Synergy of Zhuhai Cultural Tourism Business:
  • The Zhuhai company was established in October 2023. This time, with the founder at the helm, it is conducive to coordinating cultural tourism resources and regional expansion (Sources: Company materials and news searches) [1][2].
  • New Oriental’s cultural tourism sector has long been布局: Sun Jin also serves as legal representative of New Oriental Walkerde (Guangdong) Cultural Tourism Co., Ltd.; relevant cultural tourism businesses have obtained qualifications in domestic tourism, inbound tourism, etc. (Sources: Tianyancha and media searches) [5].
• Extension from “Live Streaming E-commerce” to “Cultural Tourism + Retail”:
  • Live streaming e-commerce is under short-term pressure, and the market has focused on the potential of the company’s cultural tourism and offline layout (Sources: Media and industry analysis searches) [6][7].
  • Proportion of self-operated products increased: According to public financial report information, the GMV proportion of self-operated products rose to about 43.8%, and SKUs increased to 732; the comprehensive gross profit margin of self-operated and live streaming e-commerce businesses increased from 25.9% in the previous fiscal year to approximately 32% (Source: Media quotes from financial reports) [7].
• Offline Stores and Channel Synergy:
  • Recruitment information shows that a flagship store of about 400㎡ will open in Beijing, requiring management experience in “retail + catering” composite formats (Sources: Media reports and recruitment information searches) [6][8].
  • Industrial and commercial information shows that business scope has added “catering management, takeaway delivery services”, etc., consistent with the direction of offline channel exploration (Sources: Industrial and commercial changes and media reports) [6].
  • Industry views believe that offline flagship stores can serve as touchpoints for self-operated product experience and instant fulfillment, helping to acquire customers in multiple scenarios and strengthen the brand (Sources: Industry expert interview searches) [6].

3. Possible Impact on Stock Price Performance (Scenario-based Discussion)

• Short-term (1-3 months):
  • Existing interval data shows that recent stock price fluctuations include multiple types of information, and current tool results do not provide daily pricing attribution for the specific event of “Zhuhai legal representative change”. From market perception, this event more reflects signals of governance and regional cultural tourism expansion, rather than direct performance-driven.
• Medium-term (3-12 months):
  • Positive factors (if realized):
    • Integration of cultural tourism sector resources and expansion of offline outlets; if a replicable single-store model and regional synergy are formed, it may open a second growth curve;
    • Deepening of self-operated product system, driving gross profit margin and brand stickiness improvement.
  • Risks and uncertainties:
    • High offline store costs (rent, labor, etc.), short-term pressure on profits;
    • Fierce industry competition, convergence of live streaming e-commerce dividends, cultural tourism and offline need time to verify;
    • Recent revenue and net profit are in adjustment period, recovery slope depends on execution and market feedback.
  • Tools do not provide future predictions, so cannot give quantitative target prices or clear rise/fall judgments.

4. Key Points to Focus On

• Strategic execution: Progress of Zhuhai cultural tourism projects, location and model verification of offline flagship stores, turnover and reputation of self-operated products;
• Financial and operational: Trend of self-operated product proportion and gross profit margin, single-store operating data, customer acquisition cost and repurchase;
• Governance and personnel: Management team cohesion, organizational structure and incentive mechanism;
• Market environment: Cultural tourism consumption prosperity, regional policy support, platform traffic and regulatory changes.

5. Data and Method Description

• Price and volatility information from brokerage API (interval statistics) [0];
• Zhuhai company industrial and commercial changes, Sun Jin’s appointment and cultural tourism layout from Sina Finance, Caixin News Agency, 36Kr, etc. [1][2][3][4];
• Self-operated products and gross profit margin data from media quotes of public financial reports [7];
• Offline stores and channel synergy from media reports, recruitment and industrial and commercial information [6][8].

References
[0] Jinling API Data
[1] Sun Dongxu Steps Down as Dongfang Selection Zhuhai Company’s Role - Eastmoney.com (2025-12-29) https://finance.eastmoney.com/a/202512293604233171.html
[2] Sun Dongxu Steps Down as Dongfang Selection Zhuhai Company’s Legal Representative, Yu Minhong Takes Over - Sina Finance (2025-12-29) https://finance.sina.com.cn/jjxw/2025-12-29/doc-inhemqas7945814.shtml
[3] Yu Minhong Confirms Successor, “Veteran” Sun Jin to Become Dongfang Selection’s New CEO - Sina Finance/Caixin (2025-12-24) https://finance.sina.com.cn/jjxw/2025-12-24/doc-inhcxctc5737229.shtml
[4] From Sun Dongxu to Sun Jin, Yu Minhong Still Trusts “His Own People” - 36Kr (2025-12-25) https://m.36kr.com/p/3610431874171912
[5] Dongfang Selection’s New CEO May Pave Way for Cultural Tourism Business - Sina Finance/Beiguo Finance (2025-12-25) https://cj.sina.cn/articles/view/6248544856/174713a5802002h0q0
[6] Can Dongfang Selection’s Offline Stores Open a New Growth Chapter? - China Business News (2025-12-13) https://news.qq.com/rain/a/20251213A016DS00
[7] Who is the Successor Chosen by Yu Minhong? - Phoenix New Media/Interesting Report (2025-12-26) https://h5.ifeng.com/c/vivoArticle/v002gKWz1DBtEuHAk5-_5RsqdDRymw32QAy2pOP5PUS9--hbQ__?isNews=1&showComments=0
[8] Exclusive | Dongfang Selection to Open First Flagship Store in Beijing as Live Streaming Agency Expands Offline - Sina Finance (2025-12-03) https://finance.sina.com.cn/jjxw/2025-12-03/doc-infzpsmz0014937.shtml

(Note: This answer is strictly based on obtained tools and search results, avoiding inferences and predictions beyond evidence. If further analysis is needed, it can be tracked continuously with subsequent announcements and data.)