Why Does Oriental Selection Have Such Strict Product Selection? Yu Minhong: We Cannot Deceive Anyone

Sina Tech News, March 21 — At the first Supplier Exchange Summit of Dongfang Zhenxuan, Yu Minhong, founder of New Oriental, explained why Dongfang Zhenxuan is so strict about product selection: “Our strictness is because we are facing hundreds of millions of potential customers. We cannot deceive anyone in the middle, nor can we bring products to anyone in the middle that they don’t know the details of.”

Yu Minhong outlined six core principles for product selection at Dongfang Zhenxuan:

1. The bottom-line principle: safety first, zero tolerance.

2. The core standard: the “Three Highs” principle—extreme quality, high safety, high taste, and high cost performance.

3. Strict sourcing and factory selection: transparent production from the source. Even if I have a good friend, I might buy from them personally, but Dongfang Zhenxuan does not allow that because we must connect directly with the source, the factory, and the place of origin to establish the most genuine and solid relationship.

4. Emphasize integrity, transparency, and long-term win-win cooperation. If not, we won’t cooperate. Once we cooperate, we hope to work together for 100 years, with no issues between us. Integrity first, honest cooperation, and long-termism are our principles. This is also a characteristic of how I do business. Yu Minhong believes that as an entrepreneur, sticking to one word is key—trust, belief, integrity, loyalty—these are the most important.

5. To produce trustworthy products and uphold the bottom line of people’s livelihood. Dongfang Zhenxuan mainly aims to solve safety issues—food safety and product safety—these are the biggest pain points, reducing consumers’ decision-making costs. When you are presented with five items, you don’t know which is best or safest, which is very painful. So, we try to minimize the decision-making cost.

6. Responsibility and shared success. At the source, it’s best to help frontline producers—whether factories, companies, or directly facing farmers, planters, and breeders—to increase their income. As someone from a farming background, I sincerely hope to achieve this.