East Buy

What East Buy does

East Buy Holding Ltd (东方甄选, "Oriental Selection") is a Hong Kong-incorporated, publicly listed (HK.1797) e-commerce company that operates primarily in mainland China through its Oriental Selection live-streaming flagship store. It sells a broad assortment of goods — anchored by food and agricultural products — during real-time broadcasts, with hosts earning commissions tied to gross merchandise value. The company was launched in 2021 as a subsidiary of New Oriental Education & Technology Group following China's regulatory crackdown on private tutoring, repurposing New Oriental's learning center network, brand equity, and education-customer base for content-driven commerce.

The core product is the live-streaming commerce platform itself, augmented by an expanding proprietary private-label product line that now accounts for roughly 80% of revenue, and a nascent Sam's Club-style membership offering. The technology stack centers on real-time broadcast infrastructure, content-driven merchandising, and personalization supported by stated but lightly detailed AI investments. Distribution is direct-to-consumer via owned e-commerce surfaces and is being extended into instant commerce with announced same-day delivery in China's top 10 cities and instant retail fulfillment pilots in Beijing, Shanghai, and Guangzhou.

Revenue is generated through GMV-based commissions on live-streamed sales, direct sales of proprietary private-label products, and a developing subscription/membership stream; a smaller contributor is investment income from wealth-management products such as the China Minsheng Bank subscription. The customer base is a horizontal mass of Chinese consumer shoppers, with historical reliance on charismatic hosts that has materially declined in importance following Dong Yuhui's July 2024 departure and the company's pivot to a private-label, membership-driven model. East Buy remains a consolidated subsidiary of New Oriental, and its results are reported alongside the parent group.

Name

East Buy

Legal name

East Buy Holding Ltd

Website

https://ir.eastbuy.com

Company type

Public

Founded year

2021

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

East Buy (东方甄选) is a Hong Kong-listed Chinese live-streaming e-commerce platform and subsidiary of New Oriental, selling goods via its Oriental Selection flagship and a fast-growing private-label and membership offering.

Ownership category

akta.pro rank

Product category

Live-Streaming E-commerce

NAICS

Food and Beverage Retailers (445), General Merchandise Retailers (455)

SIC

Retail-Food Stores (5400), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Live Shopping Platforms (CRAFANAD)

akta.pro secondary industries

Subscription Boxes & Curated Product Subscriptions (CRAFAIAF), In-app Social Shops (Native Checkout) (CRAFANAA)

Keywords

• Live streaming e-commerce
• Private label products
• Online retail platform
• Content-driven commerce
• Membership retail

Headquarters

HQ city

Haidian

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Supply Chain, Personnel, Infrastructure, Technology or R&D, Operations

Revenue model

1. Live Stream Commission Revenue: Hosts sell products during real-time broadcasts and earn commissions based on gross merchandise value (GMV). This is the primary revenue stream from the Oriental Selection flagship live streaming platform.
2. Private Label Product Sales: Private label products now account for nearly 80% of total revenue. The company is pivoting to a Sam's Club-style private label model, selling proprietary branded products through its e-commerce channels.
3. Instant Commerce and Membership: The company is positioning itself as an online version of Costco and Sam's Club, with a membership model component. Same-day delivery and instant retail fulfillment services are being developed.
4. Wealth Management Investment Income: East Buy subscribed to a wealth management product from China Minsheng Bank, generating investment income from financial assets.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

East Buy operates a live-streaming e-commerce platform through its Oriental Selection (东方甄选) flagship, where hosts sell products during real-time broadcasts and earn commissions based on gross merchandise value. The company is pivoting toward a Sam's Club-style private label and membership model, with private label products now accounting for nearly 80% of total revenue.

Product overview

East Buy operates as a live-streaming e-commerce platform in China through its Oriental Selection (东方甄选) flagship, combined with a private label product strategy and membership model. The company differentiates through content-driven sales and host loyalty during real-time broadcasts where hosts earn commissions based on gross merchandise value. The portfolio includes the core Oriental Selection platform, private label products (now ~80% of revenue), and an instant commerce initiative for same-day delivery in top cities.

Differentiator

Problem solved

Functional benefit

Products and services

• Oriental Selection Live Streaming Platform (东方甄选) Flagship live-streaming e-commerce platform where hosts sell products during real-time broadcasts and earn commissions based on gross merchandise value. Differentiates through content-driven sales and host loyalty.
• Private Label Products East Buy's own branded products sold directly through e-commerce channels, now accounting for nearly 80% of total revenue as part of the Sam's Club-style private label pivot.
• Instant Commerce Same-Day Delivery Same-day delivery and instant retail fulfillment service in top 10 Chinese cities, supported by massive warehouses and New Oriental's learning center network.

Quantifiable outcome

• Private label products now account for nearly 80% of total revenue, indicating successful pivot from celebrity host dependency
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• New Oriental Education & Technology GroupcoreStrategic or Co-development PartnerEast Buy is a subsidiary of New Oriental and leverages the parent company's network of learning centers for instant commerce fulfillment and customer acquisition. The company is positioning itself as an online version of Costco and Sam's Club, competing with Alibaba, JD.com and Meituan.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• JD.com: JD.com is a major Chinese e-commerce platform with industry-leading owned logistics and same-day delivery capabilities. Directly comparable as a competitor in instant commerce and self-operated retail, particularly relevant given East Buy's entry into same-day delivery.
• Meituan: Meituan is China's dominant instant delivery and local services platform, operating Meituan Instashopping. A direct competitor in the instant commerce space East Buy is entering, with vastly larger rider network and order volume.
• Costco Wholesale: Costco is the global benchmark for membership-based warehouse retail with dominant private label (Kirkland Signature). Highly comparable as the international reference model for East Buy's Sam's Club-style private label and membership pivot.
• Alibaba (Tmall & Taobao Live): Alibaba operates Taobao Live and Tmall, China's largest live-streaming e-commerce platforms. Directly comparable as a live commerce incumbent competing for the same Chinese consumer wallet, with vastly broader marketplace and logistics scale.
• Sam's Club (Walmart): Sam's Club operates the membership warehouse club business Walmart explicitly cited in East Buy's strategic pivot. Directly comparable as the model East Buy is replicating—curated private label goods, paid membership, bulk purchasing—adapted to an online, China-focused format.

Regional players

• Coupang: Coupang is South Korea's leading e-commerce and instant delivery platform with Rocket Delivery. Comparable as a regional operator combining e-commerce, private label (Coupang Private Brands), and rapid fulfillment—similar business architecture to East Buy's planned model, though operating in Korea.

Emerging players

• Missfresh: Missfresh was a Chinese online grocery and instant delivery platform offering same-day fulfillment of fresh produce. Comparable as a China-focused instant grocery commerce peer navigating similar unit economics and logistics challenges.
• Dingdong Maicai: Dingdong Maicai is a Chinese online fresh grocery platform with front warehouse model enabling rapid delivery. Comparable as an emerging instant grocery commerce peer operating with capital-intensive fulfillment infrastructure similar to East Buy's warehouse build-out.

Direct peers

• Pinduoduo: Pinduoduo is China's leading social e-commerce and value-commerce platform. Comparable in offering curated, value-priced products to Chinese consumers and competing for similar price-sensitive shoppers that East Buy's private label model targets.
• Kuaishou Technology: Kuaishou is a major Chinese short-video and live-streaming platform with built-in live commerce capabilities. Comparable as a live-shopping ecosystem where creators sell directly to viewers, competing for similar livestream-driven consumer purchases.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about East Buy