EAST BUY (01797) experienced a surge of over 5% during the late trading session. At the time of writing, the stock was up 4.84%, trading at HKD 28.16 with a turnover of HKD 243 million. The movement follows recent confirmations that four core hosts, Mingming, Tianquan, Zhongcan, and Linlin, have departed from EAST BUY. Their reasons for leaving are directly linked to changes in the live-streaming environment brought about by the new management team. It is reported that since Sun Jin assumed his role, EAST BUY has intensified its "de-emphasis of top talent" strategy. This is primarily being achieved by expanding the host team and launching multiple subsidiary accounts. During an earnings call in January 2026, Yu Minhong, discussing plans for the Douyin platform, indicated that EAST BUY intends to launch more than 20 subsidiary accounts focused on different niches. With a standard configuration of three hosts per account, the host team is expected to expand from the current 27 members to 60. In response to questions about declining viewer numbers on the main EAST BUY Douyin account, Sun Jin stated that while the new subsidiary accounts have caused some audience fragmentation, the overall traffic conversion rate is improving.