Sun Dongxu, the former CEO of the Chinese livestreaming juggernaut East Buy, has officially re-emerged from a six-month hiatus. Choosing a personal handle rather than a corporate banner, Sun recently launched a low-key livestream on his account 'Sun Meili,' where he pivoted from executive oversight to a more intimate role as a book curator. In a broadcast lasting less than two hours, Sun managed to top the book and magazine charts on Douyin, signaling that his personal brand remains potent despite the reputational turbulence that led to his ouster.
His return marks a significant chapter in the ongoing saga of New Oriental’s evolution into East Buy. Sun was once the primary architect behind the company’s pivot from tutoring to e-commerce, serving as a 'firefighter' for founder Yu Minhong for over a decade. However, his tenure ended abruptly following the 'Little Essay' controversy in late 2023, where a public rift between management and star influencer Dong Yuhui exposed the deep-seated tensions between corporate governance and the 'superstar' economy that dominates modern Chinese retail.
East Buy appears to be weathering the storm of its recent high-profile departures. Financial reports for the first half of fiscal year 2026 show a revenue increase of 5.7% to 2.3 billion RMB, with the company swinging from a loss to a net profit of 239 million RMB. While the departure of Dong Yuhui required a staggering 358 million RMB 'breakup fee'—which decimated 2025 profits—the company is now aggressively pursuing a more sustainable, product-led model that reduces its reliance on individual influencers.
Cost-cutting has become a cornerstone of this new era. East Buy’s total compensation expenses dropped by nearly 35%, reflecting a leaner workforce and significantly reduced executive salaries. Even Yu Minhong has seen his compensation halved compared to previous years. The company is also diversifying its physical footprint, recently opening its first offline store in Beijing, suggesting a strategic shift toward a traditional retail-integrated model that prioritizes the 'East Buy' brand over the personality of the person behind the microphone.
Sun Dongxu’s new venture reflects a broader trend among Chinese tech executives who are attempting to humanize their profiles after corporate setbacks. During his stream, Sun reflected on his past 'random' approach to broadcasting, admitting that he is still learning to balance spontaneity with professional consistency. By disabling the 'tipping' function and focusing on literary curation, Sun is attempting to distance himself from the aggressive management persona that defined his final days at East Buy, potentially paving the way for a career as an independent cultural influencer.