East Buy
Corporate brand
UnclaimedEast Buy is a Chinese content-driven retail and livestream-commerce brand developed by New Oriental after its online education business was reoriented toward consumer products and services.
Last updated November 1, 2026
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Overview
East Buy is a China-based retail and livestream-commerce brand controlled by New Oriental Education & Technology Group. It developed from New Oriental Online, an online-education company that was listed in Hong Kong in 2019. Regulatory changes affecting private tutoring in China in 2021 sharply reduced the addressable market for its original business. In response, the company moved into livestream selling and agricultural-product marketing, initially using the name Oriental Selection, or Dongfang Zhenxuan in Chinese. The new business became widely recognized for a distinctive form of livestream presentation that combined product demonstrations with bilingual or literary commentary, teaching-style explanations, stories, and cultural references. Rather than relying solely on rapid-fire promotional selling, its presenters often framed food and household products through explanations of provenance, preparation, language, or rural production. This style helped the brand build a large audience on Douyin, the Chinese version of TikTok, and later on its own online channels and e-commerce infrastructure. The business sells agricultural products, packaged foods, beverages, fresh and prepared foods, household goods, books, and selected travel or lifestyle services. Its assortment has included produce and specialty foods sourced from different parts of China, as well as products developed or selected under private-label and co-branded arrangements. Livestreaming remains important, but the company has also pursued a more diversified model involving its own app and website, third-party marketplaces, product development, supply-chain management, and content programming. The brand experienced rapid audience and market-value growth in 2022 after its presenters attracted broad attention for their presentation style. Its development was also shaped by internal governance and personnel events. Dong Yuhui, one of its best-known presenters, became a major public figure associated with the brand. His later departure from East Buy in 2023 and the transfer of his business to a separate company led to a significant public discussion about presenter dependence, corporate control, and the relationship between an individual creator and a platform brand. East Buy therefore occupies a hybrid position: it is a publicly listed consumer-commerce company, a media and content operation, a food and agricultural-products retailer, and a successor to an online-education enterprise. Its principal market is mainland China. The corporate group has continued to emphasize product quality, supply-chain capability, self-developed offerings, and direct customer relationships while reducing its reliance on any one livestream presenter.
History
East Buy traces its corporate history to New Oriental Online, the internet business established within New Oriental Education & Technology Group. New Oriental Online was designed to extend the group’s education services through digital platforms and was listed in Hong Kong in 2019. Its original activities centered on online courses, educational content, and related services rather than retail. In 2021, China introduced major regulatory restrictions on private tutoring in core school subjects. The measures materially changed the environment in which New Oriental and its online subsidiary operated. New Oriental Online began exploring new commercial directions, including agricultural-product sales, livestream commerce, and product selection. The Oriental Selection brand emerged from this transition. The early strategy connected the company’s education heritage with commerce: presenters used teaching methods, language instruction, stories, and structured explanations while introducing food and other consumer products. The model gained momentum in 2022, especially on Douyin. Oriental Selection’s presenters became known for longer-form, knowledge-oriented broadcasts rather than purely transactional sales scripts. This approach differentiated the brand in a crowded livestream market and helped it reach audiences beyond conventional education customers. Agricultural products and regional specialties were especially important because they allowed the company to combine commerce with narratives about producers, local economies, food origins, and rural development. The transformation also exposed the operational challenges of a personality-driven media business. Dong Yuhui became one of the company’s most recognizable presenters and was closely associated with audience loyalty. Public controversy in 2023 concerning presenter support, compensation-related perceptions, and the handling of a contentious online post placed pressure on the company’s communications and management. East Buy subsequently announced that Dong Yuhui would leave and that the related business would be transferred to a separate entity. The episode demonstrated both the power and the risk of building a retail brand around individual creators. The company adopted the East Buy name in 2023, signaling a broader identity beyond its initial livestream label and its former education-oriented corporate name. It continued to operate through livestream channels while developing its own app, website, product-development capabilities, and supply-chain relationships. Its assortment expanded beyond agricultural goods into packaged food, beverages, household items, books, and selected lifestyle services. East Buy’s later strategy has emphasized reducing dependence on a single presenter, strengthening owned products and supply chains, improving the customer relationship through proprietary channels, and maintaining content quality as a competitive asset. The brand remains principally focused on the Chinese market and is best understood as a hybrid of retailer, media company, marketplace operator, and consumer-products developer within the New Oriental group.
- 2023
Corporate name changes to East Buy
[2]The listed company changes its corporate identity from New Oriental Online to East Buy to reflect its new business direction.
- 2023
Dong Yuhui departs
[2]The prominent presenter leaves East Buy and the associated business is transferred to a separate company.
- 2022
Oriental Selection becomes widely recognized
[3]The brand’s knowledge-led presentation style gains broad attention on Douyin and supports rapid expansion into consumer commerce.
- 2021
Strategic pivot to livestream commerce
[2]Following regulatory changes affecting private tutoring, the company begins developing livestream sales of agricultural and consumer products.
- 2019
New Oriental Online lists in Hong Kong
[2]New Oriental Online becomes a Hong Kong-listed online-education company and the predecessor of the later East Buy business.
Products and positioning
A content-led Chinese retail and livestream-commerce brand emphasizing product selection, agricultural supply chains, educational-style presentation, and cultural storytelling.
Food and agricultural products · 2021
Fresh and specialty agricultural products
Regional produce and agricultural specialties have been central to East Buy’s retail proposition. The brand uses livestream content to explain provenance, production methods, preparation, and local characteristics while connecting customers with suppliers and farming regions.
Packaged foods · 2021
Packaged food and snacks
East Buy sells packaged snacks, preserved foods, confectionery, grains, condiments, and other shelf-stable products sourced from third parties or developed through selected and private-label arrangements.
Beverages · 2021
Beverages and tea
The assortment includes tea and other beverages presented through the company’s content-commerce channels. Product storytelling commonly covers origin, flavor, preparation, and regional identity.
Consumer goods · 2021
Household and lifestyle goods
The company has broadened beyond food into household, personal-lifestyle, and selected everyday-use products, supporting a more diversified retail basket and reducing dependence on agricultural products alone.
Digital retail platform · 2023
East Buy digital shopping channels
The company operates proprietary online channels alongside major third-party platforms. These channels support livestream programming, product discovery, transaction processing, customer relationships, and the distribution of self-developed merchandise.
Controversies
2026
Dongfang Zhenxuan responds to frozen shrimp net content deviation controversy
Media testing of frozen green shrimp sold on Dongfang Zhenxuan's e-commerce platform found that a 10-pack sample with nominal net content of 1,000g measured 963.5g after natural thawing, 21.5g short even after deducting the allowed tolerance. Dongfang Zhenxuan responded that the 'natural thawing' weighing method used in the video is inconsistent with current metrology testing standards, and that the shrimp shown had its ice glaze removed and was fully thawed with internal water drained, deviating from the rule that 'the product itself remains frozen', leading to biased weighing results.
2026
Court rules in favor of East Buy in commercial disparagement case
A court found that the operators of the "大明白（二帅）" account had committed commercial disparagement against East Buy. The ruling ordered the deletion of the videos and public statements, and awarded East Buy RMB 70,000 in damages and reasonable expenses, with one operator jointly liable for RMB 20,000 of that amount.
2024
Apologized and refunded after previously selling mei cai kou rou from manufacturer exposed on 315
In March 2024, after CCTV 315 exposed hygiene and raw material issues in the production of mei cai kou rou, East Buy apologized and arranged refunds because it had previously sold related products from Anhui Donghui. The manufacturer denied that products supplied to East Buy used pork neck meat; the cited reports did not identify every batch it sold as problematic products.
Marketing campaigns
- 2022Knowledge-led livestream commerce
Mainland China
Oriental Selection promoted a livestream format built around bilingual teaching, literary commentary, stories, and product education instead of only direct sales messaging.
Outcome. The format differentiated the brand, generated substantial online attention, and helped accelerate its transition into a nationally recognized consumer-commerce business.
Brand decisions
2023
Rebrand from New Oriental Online to East BuyStrategyBackground
The company’s operating profile had shifted from online education toward retail, content, and livestream commerce.
Action taken
The listed company adopted East Buy as its corporate name and expanded its owned retail and product-development identity.
Aftermath
The new name aligned the public company more closely with its consumer-commerce operations.
2023
Transfer of the business associated with Dong YuhuiOtherBackground
Public disagreement concerning presenter management and communications highlighted the concentration of audience attention around a prominent individual.
Action taken
Dong Yuhui left East Buy and the company announced the transfer of the associated business to a separate company.
Aftermath
The decision reduced the brand’s direct dependence on one presenter while prompting wider discussion about creator-led commerce and corporate governance.
2021
Exit from an education-centered growth modelStrategyBackground
Regulatory changes affecting private tutoring materially weakened the company’s original online-education market.
Action taken
Management redirected resources toward agricultural products, livestream commerce, content production, and broader consumer retail.
Aftermath
The pivot produced the Oriental Selection business and established the foundation for the later East Buy identity.
Recent events
- Unconfirmed
Reported
Court rules in favor of East Buy in commercial disparagement case[7]
The court found that the operators of the “大明白（二帅）” account had committed commercial disparagement against East Buy, ordering deletion of the videos and public statements and awarding East Buy RMB 70,000 in damages and reasonable expenses, with one operator jointly liable for RMB 20,000 of that amount.
- Unconfirmed
Reported
Dongfang Zhenxuan responds to frozen shrimp net content deviation controversy[6]
After media testing of frozen green shrimp sold on Dongfang Zhenxuan's e-commerce platform — in which a 10-pack sample with nominal net content of 1,000g measured 963.5g after natural thawing, 21.5g short even after deducting the allowed tolerance — Dongfang Zhenxuan responded that the 'natural thawing' weighing method used in the video is inconsistent with current metrology testing standards, and that the shrimp shown had its ice glaze removed and was fully thawed with internal water drained, deviating from the rule that 'the product itself remains frozen', leading to biased weighing results.
East Buy releases annual results for year ended May 31, 2026[8]
East Buy released its annual results announcement on August 21 for the year ended May 31, 2026, its first full fiscal-year report after the departure of star host Dong Yuhui and the successive resignations of four core hosts.
Reported
New Oriental announces the Oriental Selection live-commerce platform[9]
New Oriental announced that it would launch Oriental Selection, a live-commerce platform. The announcement said Yu Minhong would hold the platform’s first agricultural-products livestream that evening.
Reported
New Oriental launches livestream commerce platform East Buy[10]
New Oriental officially launched its livestream commerce platform East Buy while chairman Yu Minhong held his first agricultural-products livestream.
Reported
Dongfang Youbo to close K–12 subject-training business[11]
New Oriental Online said its online live-class brand Dongfang Youbo would close its K–12 subject-training business. The company said it would handle student refunds and employee arrangements and compensation in accordance with the law.
Sources12 sources
- 1East Buy investor relationsir.eastbuy.com
- 2Hong Kong Exchanges and Clearing company announcementshkexnews.hk
- 3Reuters coverage of New Oriental and Oriental Selectionreuters.com
- 4East Buy corporate websiteeastbuy.com
- 5Apologized and refunded after previously selling mei cai kou rou from manufacturer exposed on 315cls.cn
- 6Dongfang Zhenxuan responds to frozen shrimp net content deviation controversyfinance.sina.com.cn
- 7Court rules in favor of East Buy in commercial disparagement casefinance.sina.com.cn
- 8东方甄选发布截至 2026 年 5 月 31 日止年度业绩公告donews.com
- 9新东方宣布上线“东方甄选”直播带货平台zaobao.com.sg
- 10新东方上线直播带货平台“东方甄选”finance.sina.com.cn
- 11东方优播将关停K12学科类培训业务finance.sina.com.cn
- 12新东方上线直播带货平台：让更多农民有所收益，助力共同富裕finance.jrj.com.cn
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