Oriental Selection / 东方甄选
Oriental Selection appears in 汽水音乐冲击腾讯、网易，特斯拉等车企在国内开展大规模召回 as a livestream-commerce company trying to make self-operated products the center of the business. The episode says full-year revenue exceeded RMB 5.7 billion, the company returned to profit, and self-operated goods exceeded half of platform GMV for the first time after more than 1,000 products were launched.
The source’s strategic point is Efficiency Over Scale Expansion: Oriental Selection is trying to reduce dependence on star-anchor traffic by changing anchor exposure, commission structure, team breadth, and supply-chain standardization. That makes it a creator-commerce case where Creator Trust Advertising / 创作者信任广告 has to become repeatable retail operations.
Connections
- Efficiency Over Scale Expansion - source-level shift from anchor-led growth toward operating efficiency.
- Creator Trust Advertising / 创作者信任广告 - adjacent trust and personality-commerce frame.
- Product Led Willingness To Pay - self-operated products still need repeat demand beyond livestream attention.
- Platform Intermediation Tax - platform and commission economics remain adjacent to the company’s retail route.