
Beyond the Livestream: East Buy Pivots to Brick-and-Mortar to Hedge Against the Influencer Trap
East Buy has opened its first physical flagship store in Beijing, marking a strategic shift away from its reliance on superstar livestreamers toward a product-focused, multichannel retail model. The move follows significant leadership and talent reshuffling, signaling a 'de-anchoring' strategy aimed at long-term brand stability.


















