# East Buy

East Buy’s Identity Crisis: Mass Talent Exodus Exposes the Perils of Corporate Transformation

East Buy is facing a major internal crisis as four core livestreaming anchors resigned simultaneously, citing an incompatible management style under CEO Sun Jin. The turmoil reflects the company's difficult transition from a personality-led influencer platform to a standardized, product-centric retail giant.

NeTe2026年4月27日 05:59

#East Buy#Yu Minhong#Sun Jin

A woman live streams a concert using her smartphone at night. Vibrant stage in view.

Business

The Institutionalization of East Buy: Can a Product-Led Strategy Survive the Host Exodus?

East Buy is undergoing a radical restructuring to eliminate its dependence on 'superstar' hosts, leading to a mass exodus of its veteran talent. While the pivot to self-operated products has improved profit margins, the company faces declining overall GMV and the challenge of retaining customers without its signature charisma.

SoBiz2026年4月27日 05:58

#East Buy#Live-streaming E-commerce#Yu Minhong