On August 21, Orient Selection released its FY2026 results report for the year ended May 31, 2026, leaving the broadcaster model and transitioning to a self-owned branded retailer. The report shows that the total revenue for the fiscal year 2026 reached 5,701 million yuan, an increase of 29.8% year-on-year; the attributable net profit was 544 million yuan, an increase of 9,377.8% year-on-year.
In July 2024, when Dongfang selected to sell 100% equity to Dong Yuhui and Hui, it spent about 76.585 million yuan in one-time expenses and profits, resulting in a net attributable profit of only 5.735 million yuan in FY2025, which is one of the reasons for the sharp fluctuation of the net attributable profit in FY2026. Looking at the longer period, Oriental Selection has not yet returned to the level before the sale with Hui. The company's attributable net profit in FY2023 and FY2024 was RMB971 million and RMB1.72 billion, respectively.
In April 2026, Dongfang selected the first-generation star anchor Ming Ming, Tianquan, Zhongcan and Linlin to announce their resignations one after another. In addition to the previous departures of Dong Yuhui and Dunton, the company completely bid farewell to the main anchor mode. Although the ability to make money has not yet been fully restored, through cost reduction and efficiency improvement and the development of proprietary products, Oriental Selection has gradually stepped out of the shadow of the anchor.
As of May 31, 2026, after excluding GMV generated from live broadcasts with Hui's peers, the GMV selected by Oriental increased by 36.4% from 7.5 billion yuan in fiscal year 2025 to 10.2 billion yuan in fiscal year 2026. The TikTok channel contributed the vast majority of revenue, with 97.4 million orders paid in FY2026, a slight increase of 6% year-on-year. App channel growth also slowed, with total app revenue of $1.3 billion in FY2026, down from 22% in FY2025 to 18% YoY.
Orient Selection gradually increased the proportion of proprietary products and strategically shifted to commodity retailers. In FY2026, Orient Selection included the GMV indicator of proprietary products in the table of main operating indicators for the first time, and the SPU of proprietary products increased from 732 to 1009 in FY2025. The GMV of proprietary products reached 5.4 billion yuan in FY2026, accounting for about 52.6% of the total GMV, compared with 43.8% in FY2025.
With the increasing influence of private label brands, Oriental Selection began to dabble in more expensive bulky products and expanded from online to offline. Yu Minhong, the founder, mentioned in the video released on August 3 that the digital live broadcast booth selected by Dongfang was launched on August 16, selling 3C products such as headphones, charging treasure, mobile phones, tablets, and computers. Management revealed that cross-border products and small appliances will be launched in the future, and offline stores will be opened in the cities with the highest number of New Oriental trainees, and the Beijing Zhongguancun store model will not be replicated.
