Flagship live-commerce push, East Buy’s Dongfang Zhenxuan tea set targets loyal fans

East Buy is leaning on its flagship Dongfang Zhenxuan branded tea gift set in China’s booming live-commerce market, using curated agricultural products and influencer-led streams to keep revenue flowing even as competition with Douyin and Kuaishou intensifies.

Edited by ad hoc news Flagship & Bestseller Desk. Reviewed before publication on 06/15/2026 at 2:26 PM ET. Details in the imprint.

East Buy’s flagship Dongfang Zhenxuan branded tea gift set has become one of the company’s most visible products in its live-commerce shows, bundling curated Chinese teas into a mid-priced package aimed at repeat buyers of its agricultural portfolio. The set sits at the heart of East Buy’s strategy shift from pure education services to selling food and lifestyle goods via livestreams after the policy shock to China’s after-school tutoring sector.

How East Buy turns tea into a flagship live-commerce product

Dongfang Zhenxuan is the consumer-facing brand under which East Buy markets agricultural and food products sourced from farms and producers across China, with tea gift assortments frequently highlighted in its livestream sessions as emblematic of the platform’s “quality selection” positioning. According to the company’s own description of its business transformation, Dongfang Zhenxuan-branded agricultural products, including tea and snacks, have become a major revenue pillar as it pivoted away from test-prep tutoring toward e-commerce and live-streaming retail. An investor presentation from New Oriental’s IR materials outlines the Dongfang Zhenxuan brand as the core of its agricultural product push.

In practice, the Dongfang Zhenxuan tea gift set is a rotating curated bundle rather than a single fixed-SKU product, typically combining several varieties of loose-leaf or bagged Chinese tea (for example, green, oolong and black teas) into a boxed assortment that can be promoted as a gift or for personal consumption. Livestream hosts present the tea’s origin stories, tasting notes and brewing methods in long-format sessions, using on-air sampling and time-limited coupon codes to drive conversions from viewers on platforms such as Douyin and the company’s own channels. This “education-plus-shopping” approach builds on East Buy’s heritage as an education brand, repurposing teacher-style explanations into product storytelling that differentiates its tea offerings from purely price-driven competitors.

Price points for Dongfang Zhenxuan tea bundles generally sit in the mass-affordable to mid-range bracket in China’s e-commerce landscape, with individual gift sets commonly priced in the low hundreds of yuan depending on tea grade and packaging. Unlike premium single-estate teas aimed at connoisseurs, these assortments are designed to be approachable for middle-class urban consumers, with visually appealing boxes that photograph well in livestream thumbnails and social feeds. That visual merchandising is critical in a category where shoppers often cannot taste before buying and must rely on descriptions, host credibility and on-screen cues to make decisions in a crowded marketplace.

Compared with generic white-label tea brands sold on large Chinese marketplaces, Dongfang Zhenxuan leverages both New Oriental’s longstanding brand recognition and East Buy’s finely tuned livestream formats to maintain engagement and repeat purchase. The company frames its tea and agricultural lines as a way to support rural revitalization by sourcing directly from local producers, an angle that resonates with parts of its audience and gives additional narrative substance during long livestream sessions. At the same time, tight curation of SKUs such as gift sets helps keep inventory manageable while still allowing for seasonal rotation and limited editions tied to holidays like Lunar New Year or the Mid-Autumn Festival.

Operationally, East Buy’s tea gift set and other Dongfang Zhenxuan products are supported by a back-end logistics and fulfillment network that must handle spikes in demand triggered by successful livestream appearances. The company has repeatedly highlighted, in financial and business updates, the scale-up of its e-commerce fulfillment as a core capability distinct from its legacy classroom footprint. In its own corporate disclosures, East Buy emphasizes the growth of live e-commerce under the Dongfang Zhenxuan brand as a central pillar of its current business model.

Competition, however, is intense. Major platforms such as Douyin and Kuaishou have built their own in-house live-commerce ecosystems, while large KOL studios and MCNs aggressively promote similar tea and agricultural bundles, often with steeper discounting. For East Buy, the Dongfang Zhenxuan tea gift set functions not only as a revenue generator but also as a brand anchor that brings users into a wider product universe of snacks, condiments and household items, where cross-selling and higher-frequency purchases can improve unit economics. Investors should keep an eye on how effectively East Buy can continue to differentiate its curated agricultural products as more players adopt similar storytelling-led livestream tactics.

East Buy is part of the broader New Oriental ecosystem and positions its Dongfang Zhenxuan-branded tea and food products as a long-term growth engine that can partially offset the structural decline in China’s offline tutoring market. The company is listed in Hong Kong, giving international investors a way to gain exposure to China’s live-commerce trend through a former education leader that has reinvented itself as a content-driven retailer. Hong Kong exchange data show East Buy’s shares traded on HKEX under ISIN HK1797014631 in recent sessions. Shares of East Buy Education Group Holdings Ltd. (HK1797014631) closed on the Hong Kong Stock Exchange at HKD 24.20 on 06/13/2026.

Dongfang Zhenxuan tea gift set in brief

• Product: Dongfang Zhenxuan branded tea gift set
• Manufacturer: East Buy Education Group Holdings Ltd.
• Category: Flagship/Bestseller live-commerce product
• Launch date: Rolling assortments introduced after East Buy’s pivot to e-commerce (post-2021)
• MSRP / Price: Typically in the low hundreds of Chinese yuan per set, depending on composition
• Availability: Primarily sold via East Buy’s Dongfang Zhenxuan livestreams and associated online channels in mainland China
• Target audience: Middle-class Chinese consumers seeking convenient, giftable tea assortments with perceived quality assurance
• Key differentiator / USP: Curated multi-tea bundles sold through education-style livestream presentations under a well-known brand

This article was a.i.-assisted and editorially reviewed. Product information without warranty; prices and availability may change at short notice. Not investment advice and not a buy or sell recommendation. Trading involves risk up to and including the total loss of invested capital.