East Buy's stock price fell sharply by 5.25% during intraday trading, driven by escalating investor concerns over management instability within the company.

The decline follows the removal of CEO Sun Jin from key positions at two New Oriental Group subsidiaries, with business registration records showing his formal departure from leadership roles at Beijing New Oriental Wokaide International Education Travel Co.'s Guangdong branch and Guangzhou New Oriental Culture and Arts Development Co. Market participants interpret these moves as indicating Sun Jin is being forced to narrow his focus amid intensifying internal turmoil.

The personnel crisis has been building since April when four core anchors resigned citing dissatisfaction with the new management style, followed by another anchor departure in early June. Despite public praise from founder Yu Minhong and announced equity incentive plans, investor confidence remains fragile as recurring talent losses threaten the company's live-streaming e-commerce fan base and growth trajectory.