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].

Core Viewpoint - The article discusses the rapid rise and fall of grassroots internet celebrities, exemplified by "Chicken Chop Guy," highlighting the challenges of sustaining popularity and monetization in the fast-paced short video era [1][3][21]. Group 1: Rise of Grassroots Celebrities - "Chicken Chop Guy" gained significant attention during the National Day holiday, showcasing the fleeting nature of internet fame [4][10]. - The phenomenon of grassroots internet celebrities often involves a brief period of explosive popularity followed by a quick decline, as seen with "Porridge Cake Guy" who closed his shop after just six months [3][10]. - The article emphasizes the allure of ordinary individuals achieving fame, which resonates with the public [3][10]. Group 2: Challenges Faced by Internet Celebrities - Many grassroots celebrities struggle with the sustainability of their content and business models, often facing a limited window of opportunity for monetization, typically lasting 3 to 6 months [12][10]. - The pressure to maintain relevance leads to a dilemma: whether to sign contracts with MCN companies, which can offer resources but may also involve risks, or to navigate the landscape independently [12][14]. - The article notes that many grassroots celebrities lack the necessary skills and knowledge to effectively manage contracts and business operations, leading to potential pitfalls [12][14]. Group 3: Strategies for Sustained Success - Successful grassroots celebrities often find ways to innovate their content and engage with their audience authentically, as demonstrated by "Deer Ha," who shifted to a more genuine persona after initial fame [15][20]. - Building a personal brand and leveraging existing skills can help in creating a sustainable business model, as seen with "Porridge Cake Guy," who transitioned to a physical store while maintaining online engagement [20][21]. - The article suggests that collaboration among grassroots celebrities can help extend their visibility and relevance, although this approach may not be a long-term solution [20][21].

Core Insights - The article discusses the commercial transformation of Dong Yuhui, highlighting his significant income potential after establishing his own company "With Hui Together," which reportedly generates an annual revenue of 2 to 3 billion RMB [1][2] - Dong Yuhui's personal brand has shown remarkable commercial value, evidenced by his ability to quickly establish a successful business model post his departure from Dongfang Zhenxuan [2][9] - The article raises concerns about the sustainability of Dong Yuhui's brand, particularly in light of challenges such as professional credibility and product quality issues that could hinder growth [2][11] Revenue and Market Position - Dong Yuhui topped the 2024 Chinese online anchor income ranking with a net income of 2.854 billion RMB, surpassing other well-known anchors like Li Jiaqi and Xinba [4][7] - "With Hui Together" achieved over 10.2 billion RMB in sales and 160 million orders within a year, indicating strong market performance [4][12] Audience Demographics - The majority of "With Hui Together" followers are female, with 64.76% being women, and 50.51% of them aged between 31-40, primarily from new first-tier and second/third-tier cities [7][8] - The audience's loyalty is attributed to Dong Yuhui's personal qualities, such as his knowledge and cultural background, which resonate with his followers [2][8] Growth Challenges - There has been a noticeable decline in follower growth for "With Hui Together," with a drop from an average of 96,000 new followers per day in early 2024 to approximately 15,000 per day by mid-2025 [12] - Dong Yuhui's personal account also experienced a loss of 600,000 followers, indicating a potential decline in overall engagement [12][13] Business Model and Strategy - The article emphasizes the need for "With Hui Together" to evolve from relying solely on Dong Yuhui's personal brand to developing a robust supply chain and operational governance to ensure long-term sustainability [11][19] - Comparisons are drawn between "With Hui Together" and successful offline models like Sam's Club, highlighting the importance of unique value propositions and supply chain management in retaining customer loyalty [14][22] Future Outlook - The article suggests that to achieve sustainable growth, "With Hui Together" must focus on differentiating itself through supply chain capabilities and enhancing user experience, rather than depending solely on Dong Yuhui's personal brand [20][22] - The potential for future growth remains uncertain, as the article notes that the story of this once-popular anchor is still unfolding [20][23]