Core Insights - The article highlights the resurgence of Dong Yuhui as a leading live-streaming e-commerce host during the Double 11 shopping festival, achieving significant sales figures and adapting his business strategy to include higher-priced products and self-operated items [1][5][6]. Group 1: Sales Performance - From October 9 to October 31, the "With Hui" live-streaming room achieved cumulative sales exceeding 1.8 billion yuan [1]. - During the initial three days of the Double 11 event, Dong Yuhui's live-streaming sessions generated over 300 million yuan in sales, with a single session reaching a GMV of 190 million yuan, setting a record for Douyin's pre-sale period [1][5]. - The live-streaming room attracted over 70 million viewers from October 9 to 11, with sales surpassing 300 million yuan [5]. Group 2: Strategic Shifts - Dong Yuhui has shifted from a cultural persona to a more commercially focused identity, actively participating in the Double 11 promotions and extending his live-streaming sessions beyond the planned duration [1][4]. - Unlike previous years, he has chosen to promote higher-priced items such as home appliances and electronics instead of lower-priced consumer goods [4][6]. Group 3: Business Expansion - Dong Yuhui is diversifying his business by venturing into the cultural tourism sector, launching initiatives like "With Hui Travel" and hosting themed live-streaming events [7][8]. - The establishment of the "Lan Zhi Chun Xu" account focuses on culture, lifestyle, and travel, indicating a strategic move to enhance his personal brand and market reach [8]. Group 4: Product Development - The "With Hui" brand has begun offering self-operated products, including a canvas bag that sold 24,000 units, generating sales of 480,000 yuan [9]. - In October, a limited release of customized beef sold out within a minute, showcasing the brand's ability to create demand for unique products [10].
董宇辉回归直播带货，与辉同行22天卖18亿
3 6 Ke·2025-11-03 06:13