On September 3, EAST BUY rose 5.1% in regular trading, trading at HK$26.72/share, with turnover of HK$122 million. The stock has posted significant cumulative gains since the release of its annual results, driven by a fiscal year earnings beat and successive analyst rating upgrades.

According to the company's fiscal year report, total revenue reached RMB 5.701 billion, up 29.8% year-over-year. Operating profit came in at RMB 663 million, a sharp reversal from the RMB 110 million operating loss in the prior fiscal year. Net profit attributable to shareholders surged over 86-fold to RMB 544 million. Notably, second-half revenue hit RMB 3.4 billion, accelerating to 53.7% year-over-year growth, while net profit rose 196.8%. Self-branded product GMV reached RMB 5.4 billion, exceeding 50% of total GMV for the first time.

Multiple brokerages have upgraded their ratings following the results. China Merchants Securities International raised its rating to Buy with a HK$27 target, while CITIC Construction Investment maintained its Buy rating, projecting continued GMV and profit growth through FY29. Fangzheng Securities reiterated a Strong Buy, noting the company's strategic shift from IP-driven to product-driven operations is delivering results.

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