Recently, Dongfang Zhenxuan (Zhuhai) Technology Co., Ltd.—an affiliate of the livestream e-commerce company Dongfang Zhenxuan—underwent a corporate registration change: Sun Dongxu stepped down as Executive Director, General Manager, and Legal Representative. Yu Minhong, CEO of Dongfang Zhenxuan, has assumed these roles.Sun Dongxu was once a key executive at Dongfang Zhenxuan and played a significant role during the company’s transition from education to livestream e-commerce. However, between late 2023 and early 2024, he became embroiled in public controversies linked to popular host Dong Yuhui, leading to his temporary suspension. His resignation from the Zhuhai entity is widely seen as a sign that he is gradually stepping back from the company’s core leadership.Dongfang Zhenxuan (Zhuhai) is a crucial operational subsidiary handling part of the firm’s livestream business. Yu Minhong’s direct takeover suggests an effort to strengthen control over key units, stabilize operations, and rebuild public trust. Analysts believe this move could help the company refocus on business growth and improve organizational efficiency after internal turbulence.Sun Dongxu remains an executive at New Oriental Online, Dongfang Zhenxuan’s parent company, though his current responsibilities are unclear. His future role in the group’s overall strategy remains to be seen.
近日，东方甄选关联公司——东方甄选（珠海）科技有限公司发生工商变更，孙东旭不再担任该公司执行董事、经理及法定代表人职务，相关职位由东方甄选CEO俞敏洪接任。这一变动引发外界对东方甄选内部管理架构调整的关注。孙东旭曾是东方甄选的核心高管之一，在公司从教育转型直播电商的过程中发挥了重要作用。然而，2023年底至2024年初，因与主播董宇辉相关的舆论风波，孙东旭多次陷入争议，并一度被暂停职务。此次卸任珠海公司职务，被视为其逐步淡出东方甄选核心管理层的信号。值得注意的是，东方甄选（珠海）科技有限公司是东方甄选旗下重要运营主体之一，承担部分直播电商业务。俞敏洪亲自接手相关职务，或意在加强对关键子公司的直接管控，稳定公司运营，重塑公众信任。分析人士指出，此举可能有助于东方甄选在经历内耗风波后重新聚焦业务发展，提升组织效率。目前，孙东旭仍为东方甄选母公司新东方在线的高管，但其具体职责尚未明确。未来他在集团整体战略中的角色仍有待观察。
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