港股市场上，东方甄选（01797）今日表现亮眼，盘中大涨5.15%，引发投资者关注。截至发稿时，该股报12.68港元，成交额达9374.71万港元。
消息面上，东方甄选今晚19点至23点将在微信视频号开启"相约一夏 遇见甄选"直播专场，这或成为推动股价上涨的一大因素。另外，公司近期在招聘平台开放了达人运营专员岗位，显示其在直播电商领域继续发力。
值得注意的是，东方甄选在自营品牌发展方面取得显著进展。据东吴证券分析，公司已成功推出多条极具市场竞争力的自营产品线，如保健食品、宠物食品、新中式服装等，并取得优异表现。2025财年上半年，公司自有品牌GMV占总GMV约37%，截至2024年11月30日，自营品数量已超过600个。这一战略不仅提升了公司的毛利率，2025财年上半年毛利率同比提升0.7个百分点至33.6%，也为公司长期稳健发展奠定了基础。展望未来，东方甄选将继续聚焦大单品策略，提升爆品数量，进一步深耕自营品牌，这些举措有望持续推动公司业绩增长。
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