EAST BUY stock surged 5.08% during Monday's intraday trading session, as investors reacted to a major brokerage upgrade and a bullish profit alert.

The rally was ignited after China Merchants Securities International raised its rating on EAST BUY from "Hold" to "Buy," setting a target price of HK$27, which implies over 20% potential upside. The upgrade follows the company's late-July profit alert, which projected FY2026 net profit of RMB 5.2-5.5 billion, a staggering year-over-year increase of over 8,500%, with full-year revenue expected to grow 27%-32% to RMB 56-58 billion. Citi also reiterated its "Buy" rating with a HK$33 target, citing the earnings upgrade as confirmation of the company's successful turnaround.

Supporting the positive sentiment, EAST BUY has been actively expanding its private-label product lineup, launching offline experience stores, deploying over 100 auto-vending machines across nearly 30 campuses, and executing share buybacks, including the cancellation of 7.418 million shares in July.