East Buy has released its annual results for the fiscal year ending May 31, 2026, marking the first full-year financial report since the departure of high-profile streamer Dong Yuhui and the subsequent exits of four other core hosts, Mingming, Tianquan, Zhongcan, and Linlin.

During the reporting period, the company generated revenue of RMB 5.701 billion, a year-on-year increase of 29.8%. Excluding revenue contributed by the Yuhui Tongxing live-streaming room, the growth rate would have been 36.3%. Operating profit turned positive, swinging from a loss of RMB 110 million in the prior fiscal year to a profit of RMB 663 million, achieving a return to profitability.

Profit for the year reached RMB 544 million, surging 8,684.8% compared to RMB 6.19 million in fiscal 2025. Adjusted net profit rose 262.2% to RMB 629 million, up from RMB 174 million in the 2025 fiscal year. Total gross merchandise volume (GMV) for East Buy climbed 36.4% year-on-year to RMB 10.2 billion, up from RMB 7.5 billion in the same period last year.

Meanwhile, self-operated products are increasingly solidifying as the core foundation of East Buy's business. For the first time, GMV from self-operated products surpassed half of the total, reaching 52.6%, signaling that the company's strategic shift from a live-streaming platform to a brand retailer is beginning to show results.

In late April of this year, the four aforementioned hosts announced their departures within days of each other. In their farewell letters, all four cited discomfort with the operational changes brought about by the new management team. Among them, hosts Tianquan and Mingming, following their exits, jointly invested with former East Buy CEO Sun Dongxu to establish a new company, re-entering the live-streaming e-commerce sector.