Core Viewpoint - The article discusses actor Daniel Wu's entry into the live-streaming e-commerce space, highlighting his unique approach to brand building and consumer engagement through his IP "Zuhaus" [2][5][9]. Group 1: Live Streaming and E-commerce - Daniel Wu made his debut in live streaming on May 21, 2025, as an "English teacher," attracting 19.03 million viewers and selling over 30,000 courses, generating revenue between 10 million to 25 million yuan [2][4]. - Despite the success of his first live stream, Wu has not returned to the e-commerce scene, focusing instead on content creation and lifestyle sharing [5][6]. - The "Zuhaus" brand aims to create a three-dimensional synergy between content, brand, and consumption, achieving significant engagement on platforms like Douyin [5][14]. Group 2: Brand Development and Strategy - "Zuhaus" was conceived in 2024, designed as a brand innovation laboratory rather than a traditional endorsement model, with Wu actively involved in content planning and product design [9][11]. - The brand's strategy emphasizes authenticity and quality, moving away from quick monetization to building a sustainable influence in various lifestyle sectors [12][17]. - Wu's coffee brand, WHATEVER, has seen daily foot traffic of over 300 customers and a 40% repurchase rate, indicating strong consumer interest [17]. Group 3: Consumer Engagement and Market Trends - The article notes a shift in consumer preferences towards products that genuinely meet needs, with nearly 70% of surveyed individuals willing to pay a premium for meaningful products [17][18]. - The evolution of celebrity roles in marketing is highlighted, transitioning from mere endorsements to becoming brand owners and co-creators, reflecting a deeper emotional connection with consumers [23][24]. - Wu's approach is characterized by a focus on real-life experiences and a desire to present an authentic middle-aged persona, which resonates with consumers seeking genuine engagement [23][25].

文|新浪科技 闫妍 今年3月，央视"3·15"晚会曝光了卫生巾、纸尿裤、一次性内裤等卫生用品的质量问题。几天之后，黄 子韬在直播中斥责"赚卫生巾黑心钱的人"，这份愤怒成为他跨界创业的直接动力，并将想做透明化卫生 巾工厂的想法付诸实践。 在生产与质量控制方面，朵薇工厂已经拥有3条生产线，每分钟可生产1200片，目前产线自动化率已达 90%，预计6月中旬将实现全线自动化。产品通过了17项国家检测，菌落总数达到0（国标要求≤100）， 并采用AI污点检测，废品率控制在2%。 发布会上，黄子韬还对卫生巾被指贴牌的质疑予以否认，"找代理工厂、贴个牌做的，说这些话的人， 完全可以闭上你们的嘴。我们是真的收购了工厂，把它做成了完全透明的方式，我们是实打实地做出来 了，并不是找了一家代理工厂贴个朵薇的牌子在做卫生巾。" 黄子韬坦言，这件事情也是他人生非常重要的转折点。"我的父亲还在世的时候，我跟我爸说过一句 话，我说我其实挺想创业，去做点我想干的事情，但我觉得我的创业要有意义，今天这件事情对我来说 就是非常有意义的，就是当我抛开明星黄子韬这个身份的时候，当人们提起朵薇的时候，我不再是一个 明星，而是一个真正的企业家，这份事业 ...