Core Viewpoint - The article discusses the evolution of Dong Yuhui's live-streaming style, shifting from a cultural and knowledge-based approach to a more commercial and price-focused strategy, reflecting broader trends in the live commerce industry [2][3][5]. Group 1: Changes in Dong Yuhui's Live Streaming Style - Dong Yuhui has altered his live-streaming approach, moving away from highbrow cultural references to more relatable anecdotes and commercial tactics [2]. - The shift began in January 2023, with Dong adopting a more theatrical negotiation style during product promotions, indicating a departure from his previous persona [2][3]. - The live commerce landscape is witnessing a trend where top influencers, including Dong, are distancing themselves from their original styles to adapt to market demands [2][8]. Group 2: Market Trends and Consumer Behavior - The live commerce sector has become saturated with knowledge-based content, leading to a decline in the novelty of Dong's initial approach [4][5]. - Approximately 80% of Chinese consumers prioritize price and discounts when shopping through live streams, indicating a shift in consumer preferences towards value [5][6]. - Data shows that 67% of middle-class families in Beijing are shifting towards more affordable alternatives, reflecting a broader trend of price sensitivity among consumers [6][7]. Group 3: Performance Metrics and Audience Engagement - Dong Yuhui's live-streaming sessions have seen significant viewer engagement, with a peak of 18.54 million viewers and sales reaching 1.67 billion yuan in a single day [8]. - However, there is a noticeable slowdown in growth metrics, with a decline in average daily viewers and follower growth in 2025 compared to previous periods [7][8]. - Despite the challenges, Dong's audience has diversified, with 40% of viewers now coming from lower-tier cities, indicating a broader reach [12]. Group 4: Industry Dynamics and Competitive Landscape - The live commerce industry is facing a slowdown, with growth rates dropping from triple digits to single digits, and a projected growth of around 18% from 2024 to 2026 [10][11]. - The reliance on top influencers is decreasing, with more brands turning to smaller creators for sales, as evidenced by the increase in the number of new influencers on platforms like Douyin [10][11]. - Regulatory pressures and market saturation are prompting top influencers to adapt their strategies, with many opting for a more subdued presence during major sales events [10][11][16].