Following Dong Yu Hui's departure in 2024, Yu Min Hong, the founder, made it clear that the company would not allow any single host to establish an independent platform. According to reports, after the new CEO Sun Jin took office at the end of 2025, a series of measures—including military-style management, reducing prime-time exposure for top hosts, and adjusting revenue-sharing ratios—have completely dismantled the early "humanistic" ethos of EAST BUY. The current "de-emphasis of star hosts" at EAST BUY is essentially Yu Min Hong's attempt to correct flaws in the old model: using standardized systems to dilute individual charisma and relying on a self-operated product supply chain instead of binding traffic to specific hosts. The fundamental logic of live-streaming e-commerce has always remained unchanged: it either depends on strong host IP to create emotional bonds or relies on a robust supply chain to build quality barriers—the two are difficult to sustain simultaneously over the long term. An industry expert pointed out that behind the frequent personnel turbulence is the forced implementation of EAST BUY's "host-reduction" strategy, which has triggered internal conflicts. Without the advantage of a core host IP or strong commercial barriers to fall back on, blindly pushing forward with host-reduction reforms will only deplete the platform's remaining traffic and reputation, leaving it in a developmental dilemma. Returning to its peak has become increasingly difficult.