Dong Yuhuai and Oriental Selection: A Paradigm Shift in Livestreaming?

The End of an Era: Why Top Livestreamers Are Shifting Their Focus

The livestreaming e-commerce landscape is undergoing a significant transformation. Once synonymous with explosive growth and sky-high GMV numbers, the industry is seeing a shift in focus as top livestreamers reevaluate their strategies.

Goldman Sachs points to the maturity of livestreaming's penetration rate as a key factor. We're witnessing a decline in platform-specific promotions like "Double 11" and even MCN agencies are publishing less detailed battle reports, leading to the perception of top streamers "lying flat." However, beneath this apparent stagnation lies a deliberate evolution.

The Rise of the "Aftermath":

Leading figures like Simba (known for his intense salesmanship) and Crazy Little Yang Ge (famous for his product recommendations) are stepping back from the spotlight.

Simba publicly announced plans to reduce livestreaming frequency, aiming for a phased transition where fans adapt to his absence and industry focus shifts away from him. Crazy Little Yang Ge has also toned down his multi-day promotional broadcasts during sales periods. This shift is mirrored by other top streamers like Li Jiaqi, who leverages her team and "apprentices" to carry the load.

Building Brands, Not Just Hype:

The changing landscape necessitates a move towards brand building and self-operated channels. While livestreaming initially offered rapid monetization through product sales, its growth has slowed. To sustain their influence, top streamers are exploring alternative avenues:

• Self-Built Supply Chains: Li Jiaqi's "Meili Wristband Selection" launched on Taobao, while Crazy Little Yang Ge's "Yang Ge Zhenxuan" and Simba's "Xin Xuan" and "Xin Zhao" initiatives demonstrate a commitment to controlling their product offerings.
• Diversification: Dong Yuhuai, formerly of the popular livestreaming platform "Oriental Selection," faces the challenge of establishing his own identity post-breakup with the company.

A New Era in E-commerce:

The shift towards brand building reflects the evolving nature of e-commerce. Consumers are increasingly discerning and prioritize value over mere discounts.

Platforms like Alibaba and Douyin, while prioritizing price competitiveness, are also recognizing the importance of sustainable growth and data-driven strategies.

This transition presents both challenges and opportunities for livestreamers. Those who can adapt, build strong brands, and offer genuine value will thrive in this new era.

In Conclusion:

The decline of top-heavy livestreaming is not a failure but a necessary evolution. As the industry matures, a focus on brand building, self-operated channels, and consumer understanding will be crucial for long-term success. The future belongs to those who can adapt and innovate within this evolving landscape.