Former Oriental Select CEO Sun Dongxu Establishes New Company
Former Oriental Select CEO Sun Dongxu has partnered with departed livestream hosts to establish "Meili Mingtian (Beijing) Technology Co., Ltd.". The new venture is poised to compete with its former employer.
Sun Dongxu, the former CEO of Oriental Select, has co-founded a new company named "Meili Mingtian (Beijing) Technology Co., Ltd." along with former popular livestream hosts Shi Ming and Guo Tianquan. The company was registered on July 10, 2026, with a registered capital of 10 million yuan.
Sun Dongxu holds a 34% stake in the new venture and serves as its legal representative. Shi Ming and Guo Tianquan each own 33%. The business scope of "Meili Mingtian" covers wholesale and retail of fresh meat, aquatic products, fruits, and vegetables, as well as cosmetics. These areas significantly overlap with Oriental Select's business operations, suggesting potential competition.
The "Meili Mingtian" company has launched a Douyin account and posted its first video featuring the founders. While an Oriental Select employee suggested the new company would not aggressively poach clients, the competitive landscape remains dynamic.
Sun Dongxu was dismissed from his CEO position at Oriental Select in December 2023 following a controversy regarding the attribution of marketing copy with a key host. He later reappeared in Oriental Select's livestreams. Oriental Select's founder and chairman, Yu Minhong, confirmed Sun Dongxu's departure in November 2025.