Core Viewpoint - The article discusses the transformation of Dong Yuhui's live streaming approach from a knowledge-based model to a more price-focused strategy, highlighting the challenges faced in maintaining audience engagement and knowledge retention in the competitive live commerce landscape [5][9][15]. Group 1: Live Streaming Strategy - Dong Yuhui engaged in a live negotiation with a brand representative to lower installation fees for a television, showcasing a shift towards a more aggressive sales approach [3][5]. - The incident was widely shared on social media, indicating a strong public interest in this new negotiation style, contrasting with his previous "cultural" approach to selling [5][13]. - The shift in strategy reflects a broader trend in live commerce where price competitiveness is becoming increasingly important for attracting and retaining viewers [13][15]. Group 2: Challenges of Knowledge-Based Selling - Knowledge-based selling, while initially successful, has proven difficult to sustain due to the high demands on the host's expertise and the rapid consumption of their knowledge base [7][9]. - Dong Yuhui's previous success was built on delivering high-quality content, but the depletion of his knowledge reserves has led to a need for a strategic pivot [9][11]. - The article notes that many knowledge-based creators face a similar challenge of maintaining content quality amidst intense market competition [11][13]. Group 3: Future Directions - The future strategy for Dong Yuhui's live streaming may involve a combination of knowledge-based content to attract viewers and price-focused selling to drive conversions [15]. - The article suggests that as long as Dong Yuhui can provide competitive pricing, he can continue to leverage his existing fan base for financial success [15]. - The overall trend in live commerce indicates a return to fundamental sales tactics, emphasizing the importance of delivering the lowest prices to consumers [13][15].

Core Insights - The 21st China International Cultural Industry Expo featured a live-streaming sales event organized by Southern Finance Media Group, themed "Yue Rhythm Hundred Thousand - Featured Products," which attracted significant attention [1] - This live-streaming event utilized a narrative framework of "Tea Dialogue - Culinary Delights - Health Wisdom - Cultural Showcase," integrating intangible cultural heritage, regional culture, and modern consumer scenarios to explore new paths for cultural commerce [1] - The event emphasized "knowledge-based sales" rather than traditional marketing methods, highlighting the scientific interpretation of intangible cultural heritage crafts and the potential for agricultural, cultural, and tourism integration [1] Agricultural and Cultural Tourism Integration - Lechang, a representative of Guangdong's "Hundred Thousand Project," showcased its seasonal attractions and local delicacies, promoting innovative practices in county-level economic and cultural tourism integration [2] - The local government aims to attract younger audiences through initiatives like the "Golden Lychee Journey" micro-drama and various seasonal festivals, including the upcoming Golden Lychee Festival and Wine Festival [2] - The promotion of Chenpi (dried tangerine peel) found a niche market, being marketed as a luxury item in the U.S. at approximately $5, despite its domestic price of 39.9 yuan [2] Product Promotion and International Appeal - The live-stream introduced four types of Chenpi tea, which are rooted in a 500-year tradition of "tea and medicine sharing," with a focus on quality and international branding [3] - The Chenpi tea has been selected as the official tea for the 15th National Games, aiming to increase its international recognition [3] Guangdong's Cultural Branding - Lychee, referred to as the "Oriental Love Fruit," is being promoted as a new cultural symbol of Guangdong, leveraging cold chain technology to enhance its market appeal [4] - The live-stream also featured unique Chaozhou cuisine, emphasizing the quality and traditional preparation methods of local delicacies [5] Heritage Craft Transformation - The live-streaming event transformed intangible cultural heritage crafts into convenient home dining options, showcasing the unique qualities of Huazhou's citrus products [6] - The Huazhou orange peel, recognized for its high flavonoid content, has been included in the U.S. Pharmacopeia and is marketed as a remedy for respiratory issues, highlighting its international potential [6]