3天3亿，董宇辉双11单挑李佳琦

Core Insights - Dong Yuhui has made a significant impact during this year's Double Eleven shopping festival by creating a large-scale live streaming event, attracting nearly 70 million viewers and generating over 300 million yuan in sales from October 9 to 11 [1][3][7] - In contrast to last year, where Dong was less involved, he has adopted a more proactive approach this year, learning from other successful streamers like Li Jiaqi [3][12] - Li Jiaqi, once the dominant figure during Double Eleven, has seen a decline in his promotional activities and audience engagement compared to previous years [12][16][17] Summary by Sections Dong Yuhui's Strategy - Dong Yuhui has established a "big market" for Double Eleven, featuring various home appliances and furniture, and has increased his live streaming hours significantly compared to last year [1][7] - His team has implemented a more professional approach, including product previews and coupon tutorials, to enhance viewer engagement and sales [9][10] Li Jiaqi's Decline - Li Jiaqi's marketing for the "red envelope rain" has been notably subdued this year, lacking the high-profile promotions that characterized previous Double Eleven events [12][16] - Despite still being a leading figure in sales, his overall engagement and promotional strategies have weakened, leading to a reduced presence in discussions surrounding the event [17][19] Market Dynamics - The competition between Dong Yuhui and Li Jiaqi is intensifying, with both targeting similar demographics and product categories, particularly in beauty and fashion [20][21] - The overall growth of the live streaming e-commerce market is slowing, with projections indicating a decline from 197% growth in 2020 to around 18% from 2024 to 2026 [19][24] - Dong Yuhui's rise is supported by the growth of Douyin's e-commerce platform, which has reported a 34% increase in sales, contrasting with slower growth on platforms like Taobao [24][25]