Following the departures of key hosts, EAST BUY has swiftly introduced a share incentive plan to stabilize its core management and employees. Founder Yu Minhong received the largest portion of the award, valued at approximately 51.192 million Hong Kong dollars, while CFO Yin Qiang was granted shares worth about 12.798 million HKD. An additional 300 employees shared a total of 485 million HKD, averaging 1.616 million HKD per person.
This move prompted numerous social media comments criticizing Yu for not shortchanging himself. Concurrently, the departure of four core hosts triggered a wave of membership cancellations. Many subscribers demanded refunds, citing the exit of their favorite hosts as the reason. EAST BUY customer service stated that refund amounts would be calculated by deducting savings already accrued by the member from the total membership fee.
Since the high-profile departure of host Dong Yuhui, EAST BUY's performance has trended downward. Its Douyin account has lost 1.534 million followers compared to its peak. Interim results for the 2026 fiscal year revealed that EAST BUY reduced its workforce by 360 employees within a year, and its Gross Merchandise Value (GMV) declined by 14.6%.
The recent collective resignation of four core hosts attracted significant attention. Notably, with the earlier exits of Dong Yuhui and Dundun, the original hosts who built the platform's early influence have all now left. Yu Minhong, Chairman and CEO of EAST BUY, issued a public apology, acknowledging the hosts as excellent employees and stating their departure was a loss for the company. Yu admitted to management missteps, including an overemphasis on institutional control at the expense of team culture, and pledged corrective measures.
Subsequently, on April 28th, EAST BUY launched a share incentive scheme, granting 19.3014 million shares to 302 individuals, including directors, senior management, and core staff, representing 1.82% of issued shares. The shares vest over three years, contingent on meeting annual performance targets, and are intended to retain key personnel and ensure long-term growth. However, the distribution, particularly Yu's substantial award following the host exodus, drew public skepticism.
The platform's annual membership fee is 199 yuan, with promotional claims of average annual savings of 1,248 yuan. Some users reported receiving zero refunds after cancellation. The refund policy deducts the cumulative savings a member has already realized from the membership fee.
Performance has been significantly impacted since Dong Yuhui's departure in July 2024. EAST BUY's Douyin follower count has fallen to 28.326 million from a peak of 29.86 million. In contrast, Dong Yuhui's new account, "Yu Hui Tong Xing," has amassed 38.916 million followers, exceeding EAST BUY's count by 10.59 million.
EAST BUY's interim results for the period ending November 30, 2025, showed total revenue of 2.3 billion yuan, a 5.7% year-on-year increase, and a net profit of 239 million yuan, a turnaround from a net loss of 96.799 million yuan in the same period last year. This return to profitability was largely achieved through cost-cutting. Sales and marketing expenses decreased by 4.3%, R&D spending fell by 21.0%, and administrative expenses plummeted by 78.6%, primarily due to reduced employee costs.
As of November 30, 2025, EAST BUY's team for self-operated products and live-streaming e-commerce totaled 1,373 personnel, down from 1,733 a year earlier, reflecting a reduction of 360 staff. Furthermore, GMV has continued to decline, dropping 14.6% year-on-year in the first half of the 2026 fiscal year, following a 39.2% decrease in the full 2025 fiscal year.
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