HK Stock Market Move | EAST BUY (01797) rises over 7%. The company is focusing on proprietary products. Institutions previously stated that its GMV has rebounded after hitting bottom.

EAST BUY (01797) rose by more than 7%, reaching 7.76% as of the time of writing, at 12.78 Hong Kong dollars, with a turnover of 240 million Hong Kong dollars. On the news front, on June 16th, EAST BUY announced that its own-brand sanitary napkins went online for 14 hours, with sales exceeding 300,000 packages. Tianfeng previously pointed out that in the first half of FY25, the company has developed and launched 600 SKUs of self-owned products, expanding its product line to more categories (488 SKUs in FY24). The company's product categories have expanded from the original fresh food and snacks to a more diversified product series. During FY25H1, EAST BUY has successfully launched multiple highly competitive self-owned product lines, such as health foods, pet foods, and new Chinese-style clothing, achieving excellent performance and results. Previously, Daiwa's research report pointed out that the total transaction volume (GMV) for the first half of the 2025 fiscal year for EAST BUY was 4.8 billion yuan, with Dang Yuhui's "Traveling with Hui" channel contributing one quarter of the total. However, after Dang Yuhui left the company, the bank noticed that EAST BUY's GMV had rebounded as sales channels expanded. Based on the recovery of GMV, the bank upgraded EAST BUY's rating from "underperform" to "outperform", with a target price raised from 11 Hong Kong dollars to 13.5 Hong Kong dollars.