On August 11, EAST BUY rose 5.27% in regular trading, trading at HK$23.1/share, with turnover of HK$126 million.

On the news front, China Merchants Securities International released a research report upgrading EAST BUY's investment rating from \"Hold\" to \"Buy,\" maintaining a target price of HK$27. The brokerage believes the company is steadily transforming into a platform centered on private-label brands and omni-channel retail, having successfully shed its dependence on top livestreaming hosts. The market has yet to fully reflect its private-label brand value and offline retail expansion potential.

The upgrade follows the company's positive profit alert issued in late July, projecting fiscal year net profit of RMB 5.2 billion to RMB 5.5 billion, representing year-over-year growth exceeding 85 times compared to the prior fiscal year's RMB 6 million. Additionally, the company completed a share buyback and cancellation of 7.418 million shares in July, reducing total issued shares to approximately 1.053 billion. Separately, Citi maintains a \"Buy\" rating with a HK$33 target price, while Goldman Sachs holds a contrarian \"Sell\" rating at HK$13.6, citing elevated valuations.

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