EAST BUY has experienced a significant loss of followers on its video platform after four core anchors announced their departures within a short span of two days. The resignations are reportedly linked to changes in the management style of the company's current leadership, with one anchor stating it was "difficult to agree with, so I chose to leave."

In a live broadcast on April 25, Yu Minhong, responded to the collective departure of the anchors, acknowledging that after recent management adjustments, the company's approach had deviated from its intended course.

According to third-party data, as of 8 a.m. on April 27, EAST BUY's follower count on its video platform stood at 28.339 million. This represents a decrease of approximately 41,000 followers compared to the 28.38 million recorded on April 24.

Corporate information from Tianyancha App shows that EAST BUY's affiliated company, Dongfang Youxuan (Beijing) Technology Co., Ltd., was established in October 2021. The company has a registered capital of 10 million yuan and its legal representative is Sun Jin. Its business scope includes wholesale and retail of fresh meat, and wholesale of aquatic products, among others. The company is wholly owned by Beijing New Oriental Xuncheng Network Technology Co., Ltd.