On September 21, EAST BUY rose 6.18% in regular trading, trading at HK$27.0 per share, with turnover of approximately HK$83.26 million. The rally was driven by a cluster of positive catalysts including the launch of its first scenic spot retail store and robust full-year financial results.

On the retail expansion front, EAST BUY opened its first scenic area store at the Chongli Taiwu Resort Town, spanning 170 square meters with over 1,000 SKUs, of which private-label products account for 80%. The company has previously opened experience stores in Beijing, Xian, and Zhengzhou, and founder Yu Minhong publicly stated plans to open 1,000 physical stores within three years.

On the fundamental side, the company reported FY2026 total revenue of RMB 5.701 billion, up 29.8% year-over-year, with operating profit swinging to RMB 663 million from a loss of RMB 110 million in the prior year. Gross margin improved 3.8 percentage points to 35.8%. Private-label product GMV reached RMB 5.4 billion, representing approximately 52.6% of total GMV, with SKUs expanding to 1,009. Multiple brokerages including Everbright Securities and Founder Securities have maintained bullish ratings, citing the company's successful strategic shift from influencer-driven to product-driven growth.

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