# Yu Minhong
Latest news and articles about Yu Minhong
Total: 10 articles found
Profit Over Personalities: East Buy’s Industrial Pivot Pays Off as Stars Vanish
East Buy has achieved a massive surge in profitability despite the departure of its top livestreaming hosts. The company is aggressively pivoting from a talent-driven agency to a product-focused retail brand, though this strategy risks alienating a loyal fan base that values the platform's original cultural appeal.
Between Sincerity and Power: Yu Minhong’s Failure to Save East Buy’s Founding Stars
The departure of four key anchors from East Buy highlights a deepening crisis in Yu Minhong’s leadership as he attempts to institutionalize a business built on individual charisma. The move toward 'de-IP-ization' has alienated the founding talent who saved the company during its 2021 pivot, exposing a fatal gap between corporate control and the human-centric nature of livestream commerce.
East Buy’s Identity Crisis: Mass Talent Exodus Exposes the Perils of Corporate Transformation
East Buy is facing a major internal crisis as four core livestreaming anchors resigned simultaneously, citing an incompatible management style under CEO Sun Jin. The turmoil reflects the company's difficult transition from a personality-led influencer platform to a standardized, product-centric retail giant.
The Institutionalization of East Buy: Can a Product-Led Strategy Survive the Host Exodus?
East Buy is undergoing a radical restructuring to eliminate its dependence on 'superstar' hosts, leading to a mass exodus of its veteran talent. While the pivot to self-operated products has improved profit margins, the company faces declining overall GMV and the challenge of retaining customers without its signature charisma.
Profit Turnaround for Oriental Selection, but Dong Yuhui’s Shadow Looms Large
Oriental Selection has returned to profit after a turbulent year, driven mainly by steep cost‑cuts and a shift to self‑operated goods, prompting a strong stock market reaction. Yet its recovery is fragile: GMV remains below prior peaks, app membership has declined and the company still depends heavily on Douyin traffic while former anchor Dong Yuhui’s independent operation soars.
Yu Minhong’s Bet: New Oriental and Dongfang Zhenxuan Find Their Footing — But Growth Is Far From Assured
New Oriental and its e‑commerce spinoff Dongfang Zhenxuan both reported mid‑fiscal 2026 results that show operational stabilization and a return to profitability for Dongfang. Their recoveries reflect strategic shifts—de‑personalisation and self‑operated goods for Dongfang, and business‑mix adjustment plus AI investment for New Oriental—but both face significant execution and competition risks before growth can be deemed sustainable.
Yu Minhong’s New Oriental Targets Beijing’s ‘Silver Market’ with Low‑cost Retirement Club
Yu Minhong’s New Oriental has launched a "Beijing Retirement Club" aimed at people aged 50–75, offering free online courses and 19.9 yuan offline trials in hobbies and wellness. The initiative reflects New Oriental’s strategic pivot into the silver economy, leveraging low introductory prices to attract users while navigating competitive and regulatory considerations.
From County Strongman to Charity CEO: Why Chen Xingjia’s Payfight Matters for Chinese Philanthropy
A disclosure that former county party chief Chen Xingjia earned about RMB 730,100 from a Shenzhen charity in 2024 ignited debate over pay and professionalism in China’s philanthropic sector. After public scrutiny and a new RMB 1.5 million advisory contract with New Oriental’s founder, Chen pledged to stop drawing a foundation salary, highlighting tensions between market wages, governance transparency and public trust.
Yu Minhong Hires Philanthropy Veteran Chen Xingjia as New Oriental Advisor as Company Pledges Annual Donation
Yu Minhong has named Chen Xingjia a senior consultant to New Oriental and its livestreaming and cultural arms, offering RMB 1.5 million a year and committing at least RMB 1 million annually to Chen’s Henghui Philanthropy Foundation. The move follows scrutiny of Chen’s previously disclosed foundation salary and signals a strategic effort by New Oriental to shore up social legitimacy while raising questions about governance and transparency in corporate–charity ties.
Yu Minhong Hires High‑Profile Philanthropist Chen Xingjia as New Oriental Adviser — A PR Reboot With Risk
New Oriental founder Yu Minhong appointed former county official and charity founder Chen Xingjia as the education group's chief adviser with a reported annual salary of 1.5 million yuan, while committing at least 1 million yuan a year to Chen’s Henghui Foundation. The move aims to bolster New Oriental’s social credentials but risks renewed scrutiny given recent controversy over Chen’s foundation pay and questions about charity governance in China.