Yu Minhong Names East Buy Successor: 19-Year Veteran Sun Jin Appointed Executive President

On December 24, reports indicate that live-streaming e-commerce company East Buy (Dongfang Zhenxuan) may soon welcome a new executive leader. According to an exclusive scoop from Bian Niushi, Sun Jin—Vice President of New Oriental Education & Technology Group and Principal of its Guangzhou School—is expected to assume the role of Executive President. The appointment has not yet been officially announced, and a public statement is anticipated in the near term.

Public information shows that Sun Jin is currently a Vice President at New Oriental Education & Technology Group and the head of its Guangzhou School. He joined New Oriental in 2006 and has built extensive expertise across overseas exam preparation and school operations, combining frontline teaching experience with long-term management leadership.

Earlier in his career, Sun taught courses including CET-4/CET-6, postgraduate entrance exams, TOEFL, and IELTS. In 2008, he was recognized as an outstanding teacher within the group. He later moved into senior leadership roles, serving as Executive Vice Principal and Principal of the Nanjing School, before taking on his current responsibilities as Guangzhou School Principal and Group Vice President. He has also held corporate roles within affiliated entities, including serving as legal representative and chairman/director positions.

Sun Jin is also the author of several test-prep titles, including New TOEFL Writing Platinum Classroom and New Oriental SAT Essay Full Mock Classroom.

According to Tianyancha records, Sun Jin holds positions across multiple companies, and serves as legal representative and chairman in several New Oriental subsidiaries.

East Buy’s current market capitalization is about HKD 19 billion, down roughly two-thirds from its 52-week high reached in August.

Below is a timeline of recent leadership changes at East Buy:

On December 16, 2023, following public controversy linked to the “small essay” incident, the board removed Sun Dongxu from his roles as Executive Director and CEO. Chairman Yu Minhong took over as CEO, effective immediately. The company stated the decision was tied to inadequate brand reputation management.

On December 22, 2023, Sun Dongxu resigned as a non-executive director, later remaining briefly as an advisor.

On November 6, 2025, Yu Minhong confirmed in a public post that Sun Dongxu had formally left East Buy for personal reasons and would no longer be involved in the company’s operations.