EAST BUY (01797) saw its shares rise more than 13%. At the time of writing, the stock was up 13.4%, trading at HK$30.8 with a turnover of HK$537 million. The surge follows recent comments by Yu Minhong, who revealed during a live stream that EAST BUY's first physical store is scheduled to open in Beijing in April. Yu indicated that after standardizing the operations of the first store, numerous offline teaching centers under New Oriental across the country will begin opening EAST BUY physical stores in batches. In terms of product assortment, approximately one-third of the merchandise in these physical stores will consist of proprietary products, with the remainder comprising high-quality goods from various regions across the country. A recent Huatai Securities research report noted that EAST BUY's gross merchandise volume (GMV) for January-February showed strong year-on-year growth, with particularly notable performance during the Chinese New Year sales period. The company primarily operates on Douyin, where its established live-streaming rooms continue to drive the majority of GMV. Newly launched accounts focused on specific product categories have contributed clear incremental growth and enabled differentiated audience reach. Brand development efforts are intensifying, with the founder deeply involved in content innovation. The first-half fiscal year 2026 financial report indicated that sales of proprietary products have surpassed 50% of total sales, while GMV contribution from the company's own app has increased, with user retention rates significantly outperforming the industry average.