With sales exceeding 10 million, the trio who left East Buy took the first place in their debut show.

At 8 a.m. on August 2, Sun Dongxu, Mingming and Tianquan sat together in the same live stream room again.

The scene in the camera feels familiar to many long-time viewers of Eastbuy. The slow-paced product explanation, the natural interaction between hosts, and the knowledge and life experience mixed in the product promotion process all carry the vibe of Eastbuy's early live stream rooms.

The difference is that this time, the company behind them is called "Beautiful Tomorrow".

On the day of its premiere, the "Beautiful Tomorrow" live stream quickly topped the real-time overall ranking of Douyin's product promotion, with the number of online viewers once exceeding 100,000, and more than 300,000 new followers gained during the live broadcast. According to data from Chanmama, the live stream lasted for about 5 hours in total, with cumulative views reaching 8.172 million, and the transaction volume of the premiere exceeded 10 million yuan. Jiemian News reported that this sales figure is at the same level as the sales of Eastbuy and Yuhui Tongxing on August 2.

For a new account that has just started, such results are impressive. Familiar faces reunited, former managers and hosts appeared on the same screen again, plus the inherent topic attractiveness brought by the entrepreneurship of Eastbuy's old team, Beautiful Tomorrow has been under the spotlight almost from the moment it went live.

However, topping the ranking on the first day only proves that Beautiful Tomorrow has successfully ignited its first wave of popularity. The industry resumes of the three founders, the emotional projection of old Eastbuy viewers, and the dramatic tension inherent in leaving the original company to start a business together form the traffic appeal of the premiere. The following issues are more complicated: how many loyal users can be retained from the huge audience brought by the premiere; whether product selection, quality control, performance and after-sales service can support continuous repurchases, and whether Beautiful Tomorrow can finally get through the initial traffic growth stage and become a stable, long-term and profitable company?

The emergence of Beautiful Tomorrow also gradually clarifies the entrepreneurship landscape of former Eastbuy team members.

Dong Yuhui leads Yuhui Tongxing to develop a personal cultural IP, Dunnan sets up a team in Guangzhou to try product promotion and English content creation, Mingming and Tianquan choose to team up with Sun Dongxu again, while Eastbuy continues to expand its host matrix, increase investment in self-operated products, membership system and offline stores.

The hosts and managers who used to squeeze in the same live stream room are now taking completely different paths.

After topping the premiere ranking, the real test lies outside the live stream room

From leaving Eastbuy to sitting together in the same live stream room again, Sun Dongxu, Mingming and Tianquan spent less than nine months.

On November 6, 2025, Yu Minhong confirmed that Sun Dongxu had left his post and would no longer participate in the specific work of Eastbuy. After that, Sun Dongxu successively stepped down from management positions in multiple affiliated companies of Eastbuy, ending his 18-year career in the New Oriental system.

Five months later, Mingming and Tianquan also left Eastbuy.

On April 24, 2026, Eastbuy announced in its internal community that the two were about to leave, adding that Yu Minhong had communicated with them and tried to persuade them to stay. The next day, Mingming and Tianquan respectively published long articles pointing out that the reasons for their resignation were the changes in live broadcast mode, operation style and office atmosphere after the management transition. Together with Zhongcan and Linlin, four hosts announced their departure from Eastbuy within one day, which further dispersed the early host team.

After that, Yu Minhong also publicly admitted that the company's management method once overemphasized system control and ignored the humanistic feelings of the team.

A few months later, the trajectories of the three people intersected again.

On July 10, Beautiful Tomorrow Beijing Technology Co., Ltd. completed industrial and commercial registration. Its business scope covers the wholesale and retail of fresh food, fruits and vegetables, aquatic products, cosmetics and other commodities, as well as business such as performance brokerage and online cultural operation. Sun Dongxu holds 34% of the shares, and Mingming and Tianquan each hold 33%.

Three days later, the official account of Beautiful Tomorrow released its first joint video. Two hours after the video was launched, the account gained more than 80,000 new followers; three days later, the number of followers exceeded 330,000.

The success of Beautiful Tomorrow's premiere also proves that the content assets formed in the early stage of Eastbuy still have value.

Most new live stream rooms need to go through a long cold start period to get platform traffic. However, old Eastbuy viewers, the existing fans of the three founders, and the public topics brought by the old team's re-entrepreneurship completed the first round of traffic aggregation before the premiere.

Judging from the product selection of the premiere, Beautiful Tomorrow adopted a relatively prudent strategy. On that day, more than 100 products were put on the shelves in the live stream room, mainly focusing on high-frequency consumer goods such as grain, oil and fresh produce, snack food, and household cleaning supplies, focusing on affordable and daily necessities. This type of products has low understanding threshold, wide user coverage, and is more suitable for receiving the sudden large-scale influx of traffic in the live stream room. Compared with books, cultural tourism or high-unit-price products, daily necessity food is easier to help a new account quickly complete the first round of transaction conversion.

From one perspective, daily necessities are also the most crowded area in the live e-commerce competition. Bread, snacks, grain and oil, and paper products all have mature brands, consumers are convenient to compare prices, and brand loyalty is limited. Hosts can increase conversion rate through content and trust, but it is difficult to create obvious premium for a long time only by explanation.

According to the latest news, in the communication after the premiere, the Beautiful Tomorrow team said that due to the limited personnel and preparation capacity, it is difficult to maintain daily live broadcasts at this stage, and it plans to promote the business with a relatively stable weekly live broadcast rhythm first.

In 2026 when the traffic dividend is gradually fading, the highly recognizable and well-coordinated host combination has helped Beautiful Tomorrow quickly complete its initial launch. However, as the live broadcast time increases and product categories expand, it remains to be seen whether the live stream room can maintain the same content quality and conversion efficiency.

Eastbuy moves left, Beautiful Tomorrow moves right

While Beautiful Tomorrow reunites the old popularity, Eastbuy is moving in-depth along another path.

On July 23, Eastbuy released its profit forecast for fiscal year 2026. The company expects its revenue for the fiscal year ending May 31, 2026 to be 5.6 billion to 5.8 billion yuan, a year-on-year increase of 27.3% to 31.8%; its net profit is expected to be 520 million to 550 million yuan, compared with only 6 million yuan in the previous fiscal year, an increase of about 90 times.

Picture from Eastbuy's financial report

The company attributes its growth to the continuous expansion of self-owned brand products, product structure optimization, increase of matrix accounts, expansion of the host team, extension of live broadcast duration, growth of paid members, improvement of user repurchase rate, as well as the improvement of supply chain and comprehensive quality control capabilities.

The most intuitive change takes place on the product side.

In the first half of fiscal year 2026, the GMV (Gross Merchandise Value) of Eastbuy's self-operated products and live e-commerce business reached 4.1 billion yuan; the company has launched a total of 801 self-operated products, accounting for about 52.8% of the total GMV.

Eastbuy has crossed a key node: more than half of the transaction volume is contributed by self-operated products.

For ordinary live streaming agencies, sales basically stop when the host goes off air, and the agency only gets one-time commission from each transaction. Self-operated products provide a longer value chain: the profits of the brand side, channel side and content side can be precipitated in the same company, and user repurchase no longer completely depends on whether a certain host appears on the live stream that night.

For example, a user first learns about Eastbuy's grilled sausage in the live stream room, and then may continue to purchase it through the App, e-commerce platforms or offline stores.

This is also the confidence for Eastbuy to continuously reduce the weight of individual hosts.

As of the end of November 2025, Eastbuy's self-operated products and live e-commerce team had 1,373 employees in total, and the supply chain and product team reached 654 people.

When a supply chain, product and quality control team of hundreds of people enters the live e-commerce industry, the way a company measures its business will naturally change. SKU, gross profit margin, repurchase rate, inventory turnover and performance cost begin to have higher weights.

Eastbuy is also moving this capability from online to offline.

In May this year, its first offline experience store nationwide opened in Zhongguancun, Beijing, with a store area of about 400 square meters and about 1500 SKUs of products at the time of opening, and self-operated products accounting for more than half. On July 15, the second offline experience store nationwide and the first store in northwest China opened in Xi'an, adopting the mode combining retail, catering and member experience.

Eastbuy's first offline experience store nationwide

The significance of offline stores lies in that Eastbuy begins to look for user touch points beyond live streaming. Stores can undertake the functions of product display, taste test, member conversion and instant consumption, and also help the company observe consumers' real choices in offline scenarios.

According to the latest news, Eastbuy's official public account released information announcing that Eastbuy's first self-operated makeup product is about to be launched. It is understood that the makeup product to be launched this time is lip glaze, which will be launched with five different shades at once, and Eastbuy's self-owned brand EASTBUY has officially entered the makeup category.

Eastbuy is gradually transforming from a live streaming institution with cultural characteristics into a multi-channel retail company centered on self-owned products. Beautiful Tomorrow quickly obtains traffic relying on the personal influence of its three founders, and supplements team capabilities at the same time.

The two are moving towards different directions.

The "former members" spread out, live e-commerce enters the second half of competition

Putting Beautiful Tomorrow back into the entrepreneurship landscape of Eastbuy's former members, several increasingly clear paths can be seen.

Dong Yuhui represents the path of personal IP corporatization. In July 2024, Eastbuy sold 100% equity of Yuhui Tongxing to Dong Yuhui, with a transaction consideration of about 76.59 million yuan, and Yuhui Tongxing thus separated from the listed company system. After that, this account continued to develop its business around Dong Yuhui's cultural expression, covering books, cultural tourism, agricultural products and brand commodities. As of the beginning of August 2026, its number of followers on Douyin is still at the 39 million level, significantly higher than Eastbuy's main account.

Dunnan takes a lighter personal entrepreneurship path. After he left Eastbuy in 2025, he carried out live streaming and commercial activities with the personal account of Wang Ruodun. His first product promotion live stream lasted for two days, with sales close to 12.5 million yuan and cumulative views exceeding 5 million. The personal mode has higher flexibility, lighter operation burden, and its business scale and sustainability are more dependent on the founder himself.

Sun Dongxu, Mingming and Tianquan chose the third path. They did not tie the company to a single super host, but put managers, content hosts and supply chain organizers into the same equity structure. Beautiful Tomorrow tries to use the team brand to carry the shared traffic of the three people, and then gradually build independent product and organizational capabilities.

Eastbuy first established the organization and then gradually reduced the weight of top anchors; Yuhui Tongzhou pushed personal IP to the extreme, and independent anchors such as Wang Ruodun maintain light operation.

Several paths together constitute the commercial experiment of Eastbuy's former members in the second half of live e-commerce.

After the premiere of Beautiful Tomorrow, the market will continue to observe whether it can form core categories with stable repurchase, controllable products and reasonable profits.

Only with higher repurchase rate, more stable product quality and healthier profit structure can "Beautiful Tomorrow" truly usher in its bright future.

This article is from WeChat official account "World Wide Web of Commerce"