# Oriental Selection
Latest news and articles about Oriental Selection
Total: 3 articles found
China's 'Oriental Selection' Takes Copycat Shop to Court — A Test for Brand Protection in Livestream Commerce
Oriental Youxuan — the company behind the popular Oriental Selection livestream brand — has sued a Xi'an individual merchant called Zhenxuan Jubao for unfair competition. The Xi'an Xincheng People's Court issued service by public notice and scheduled an open hearing after the evidence phase, highlighting broader tensions over name imitation in China's livestream e‑commerce sector.
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 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.