EAST BUY (01797) surged over 9% at one point during the session, with its share price accumulating a gain of nearly 30% over the past three trading days following its earnings report. By the time of writing, the stock was up 5.1%, trading at HK$28.04, with a turnover of HK$458 million. Recently, EAST BUY announced its results for the six months ended November 30, 2025, reporting total revenue of RMB 2.312 billion, a year-on-year increase of 5.7%; profit attributable to owners of the company was RMB 239 million, representing a turnaround from a loss to a profit compared to the same period last year. Gross profit for the period reached RMB 841.6 million, a 14.5% increase year-on-year, surpassing the revenue growth rate, while the gross profit margin improved from 33.6% to 36.4%. Shenwan Hongyuan believes that due to the company's active promotion of its multi-live-streaming-room and multi-host strategy, continuous development of high-margin self-operated products, and its content advantages within the GEO marketing environment, the gross profit margin for 1HFY26 showed strong improvement.