EAST BUY (01797) saw its shares rise more than 7% during the morning trading session. At the time of writing, the stock was up 6.38%, trading at HK$26.68 with a turnover of HK$292 million. The catalyst for the movement was the recent soft launch of EAST BUY's first-ever offline experience store in Beijing's Zhongguancun business district. Executive President Sun Jin was present at the store opening and, for the first time, introduced a "cost reduction and efficiency improvement" strategy. He emphasized that the move is intended to provide greater value for members. Mr. Sun clearly stated that the foundation of the EAST BUY membership system will remain unchanged, but the fee structure will be continuously optimized in the future to further reduce costs for users. Previously, Yu Minhong had indicated that once the operations of the first store are standardized, a large number of NEW ORIENTAL's offline teaching centers across the country will begin opening EAST BUY physical stores. In terms of product assortment at the offline store, self-operated products account for approximately one-third of the merchandise, with the remainder consisting of high-quality goods sourced from across the country.
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