以下文章来源于字母PRO ，作者薛亚萍 不出意外，董宇辉在2025年依然保持了高速增长态势。 据第三方平台统计，2025年与辉同行累计直播421场，场均GMV（商品交易总额）为5000万-7500万元，据此估算， 其全年GMV约达210亿-315亿元。相 比2024年的约百亿GMV，至少翻了一倍不止。 另一家第三方平台统计显示，仅在2025年四季度，与辉同行便直播87场，场均GMV为5000万-7500万元，推算其三个月GMV约为43亿-65亿元。据此估 算，与辉同行全年GMV约为172亿-260亿元。 对于上述第三方数据，与辉同行方面回应称，公司内部数据不对外公布，一般情况第三方数据均不准确。 字母PRO . 了解互联网巨头们的一切。 与自己和解，与卖货和解。 文 ｜ 薛亚萍 编辑 ｜ 王靖 来源｜ 字母PRO（ID：molibang168） 封面来源 ｜ IC photo 但各方数据均一致指向其业绩在2025年实现了 大幅 增长。 数据增长的背后，是董宇辉对直播带货的态度发生了明显转变。 这一年以来， 董宇辉在个人IP塑造上更为从容和主动 ，逐渐摆脱早期"知识主播"与"卖货"之间的心理拉扯，不但不再拧巴， ...

东方甄选的故事迎来了新篇章。 12月24日，有消息称新东方教育科技集团副总裁、广州学校校长孙进，将出任东方甄选执行总裁。东方甄选方面随后向《每日经济新闻》记者确认这 一任命属实。孙进，这位2006年加入新东方、从一线教师成长起来的19年"老将"，正式接过了这家明星公司的指挥棒。 过去的一年多时间里，曾塑造了东方甄选辉煌的董宇辉、孙东旭两位核心人物已相继离开。而当流量光环褪去，业绩压力成为东方甄选"下半场"无可 回避的首要问题。 据东方甄选2025财年（2024年6月1日至2025年5月31日）财报显示，东方甄选持续经营业务（自营产品及直播电商业务）的总营收为44亿元，相较上 一财年减少32.7%。总GMV（商品交易总额）为87亿元，上一财年则为143亿元，缩水了39.2%。 棋至中盘，俞敏洪选择孙进执掌东方甄选，这本身已为公司的下一阶段发展奠定了基调。事实上，孙进并非来自典型的互联网或零售领域，其在新东 方的履历长期扎根于教学与学校运营一线。如今，一道更为紧迫的考题正摆在他的面前：在"后顶流时代"，如何为东方甄选重新构建一个真正可持续 的增长引擎？ "老将"能否稳住新航向？ 如何打赢下半场？ 眼下，孙进所面对 ...

Core Insights - The "Double 11" shopping festival has seen a significant transformation in consumer behavior, shifting from a need-based purchasing approach to an interest-driven one, driven by content and live streaming [1][5][12] - The live commerce sector has emerged as a crucial engine for stimulating consumption and expanding market opportunities, with over 10,000 merchants doubling their sales during the event [1][4] Group 1: Performance Metrics - During the "Double 11" period, 67,000 brands on the platform saw their sales double year-on-year, with the number of products achieving over 100 million yuan in sales increasing by 129% [4] - The number of live streaming stores generating over 10 million yuan in sales grew by 53% [4] - Cultural consumption has become a highlight, with over 12,000 intangible cultural heritage-related merchants experiencing a 200% increase in sales [5] Group 2: Market Trends - The market is witnessing a diversification and upgrade towards quality and personalization, with traditional crafts gaining popularity through live streaming [5][13] - Domestic brands are rising collectively, with the beauty sector seeing a 313% increase in brands achieving over 10 million yuan in sales [6] - The "trade-in" initiative has led to a 486% increase in sales for participating merchants, with specific product categories like washing machines and cameras seeing sales growth of 813% and 591% respectively [6] Group 3: Knowledge-Driven Commerce - The "knowledge-driven commerce" trend has gained traction, with significant participation from knowledge influencers leading to a 19-fold increase in short video traffic efficiency [9] - The integration of quality content and intelligent algorithms has transformed consumer behavior from traditional search-based shopping to interest-based discovery [9][10] Group 4: Economic Impact - Live commerce is becoming a vital force in stimulating consumption and empowering industrial upgrades, particularly benefiting traditional manufacturing and small enterprises [12] - The platform's support has enabled traditional businesses to transition successfully to digital sales, exemplified by a high-end cashmere factory achieving 3 million yuan in sales on the first day of "Double 11" [12][13] - Local specialty products have gained national exposure, with sales of traditional items like iron pots and blueberries seeing substantial year-on-year growth [13]

Core Viewpoint - The claim regarding Dong Yuhui's annual income of 2 to 3 billion yuan has been disputed by his company, Yuhui Tongxing, which stated that the information is not true [4][8]. Group 1: Company Performance - As of August 17, 2023, Yuhui Tongxing's Douyin live streaming account has surpassed 30 million followers, with nearly 280 live streaming sessions conducted this year [3][12]. - The average sales per live streaming session for Yuhui Tongxing range from 25 million to 50 million yuan [3][12]. - Following Dong Yuhui's departure from Dongfang Zhenxuan, the sales performance of Yuhui Tongxing has been strong, with an estimated sales figure of 700 million yuan in the first month post-departure, averaging daily sales of 23 million yuan [8]. Group 2: Market Reaction - Dongfang Zhenxuan's stock price has seen a significant increase, reaching a high of 41.360 HKD on August 15, 2023, marking a new high for August 2023 [8]. - Despite initial concerns about Dongfang Zhenxuan's performance after Dong Yuhui's exit, the company has shown signs of recovery, with analysts suggesting that its profit structure is likely to continue improving as promotional discounts become more rational [8]. Group 3: Industry Insights - The "knowledge-driven e-commerce" model employed by Dong Yuhui has been recognized as successful and potentially replicable within the content e-commerce sector [8]. - In a recent ranking of net income for online streamers, Dong Yuhui was reported to have an annual income of 2.8541 billion yuan, although he denied these claims during a live stream [12].

Core Viewpoint - The competition between top Douyin streamers, Dong Yuhui and Crazy Xiao Yang, has reached a conclusion, with Dong Yuhui emerging as the leading figure in 2024, while Crazy Xiao Yang faces significant setbacks due to controversies and regulatory issues [4][36]. Group 1: Background and Development - Dong Yuhui achieved a single-day sales record of 176 million yuan during the 618 shopping festival, while Crazy Xiao Yang has been absent from the live streaming scene for nine months due to a scandal involving false advertising [4][6]. - The contrasting growth trajectories of the two streamers highlight their different backgrounds: Dong Yuhui, educated and from a teaching background, focuses on cultural value in his streams, while Crazy Xiao Yang, a grassroots figure, gained fame through comedic content [7][9]. - Both streamers initially rose to prominence on Douyin, with Crazy Xiao Yang becoming the first streamer to surpass 100 million followers on a single platform in November 2022 [10][11]. Group 2: Market Position and Audience - The audience demographics for the two streamers differ significantly: Crazy Xiao Yang appeals primarily to younger, lower-tier market consumers, while Dong Yuhui targets middle-class viewers [19]. - The user structure reflects a cultural divide, with Crazy Xiao Yang's audience comprising 75% from the younger generation and urban blue-collar workers, whereas Dong Yuhui's audience includes 60% from white-collar professionals and affluent mothers [19]. Group 3: Controversies and Challenges - Crazy Xiao Yang faced a major setback due to a scandal involving false advertising related to a mooncake product, leading to regulatory investigations and a suspension of his streaming activities [22][35]. - Despite the challenges, Crazy Xiao Yang's company, San Zhi Yang, reported a GMV of 16 billion yuan in 2023, with a 97% year-on-year growth in the first five months of 2024 [22]. Group 4: Strategic Approaches - Dong Yuhui emphasizes a philosophy of rational consumption and aims to contribute to cultural and agricultural initiatives, distancing himself from the typical influencer model [27][29]. - In contrast, Crazy Xiao Yang continues to operate under his established "crazy" persona, which has been both a strength and a liability as the industry moves towards more regulated practices [20][22]. Group 5: Future Prospects - Dong Yuhui has expanded his business ventures into various sectors, including cultural programs and tourism, and has established multiple companies to diversify his income streams [37]. - Crazy Xiao Yang's new app, "Xiao Yang Zhen Xuan," has struggled to gain traction despite his large follower base, indicating potential challenges in re-establishing his brand [39].

Core Viewpoint - The article discusses the evolution of Dong Yuhui's live streaming style, highlighting his shift from a knowledge-based approach to a more consumer-oriented negotiation style with brands, which has enhanced his popularity and sales performance [1][4][11]. Group 1: Negotiation with Brands - Dong Yuhui has started to showcase negotiations with brands during live streams, aiming to present himself as a consumer advocate, which builds trust among his audience [4][7]. - This negotiation tactic has been observed multiple times, including during significant sales events like the 618 shopping festival, where he successfully negotiated for free installation services for consumers [7][13]. - The live negotiation segments have gone viral among his fanbase, reinforcing his image as someone who genuinely cares for consumer interests [8][15]. Group 2: Shift in Content Style - Dong Yuhui's content has become more relatable and down-to-earth compared to his earlier focus on cultural and educational topics [5][12]. - He has reduced the emphasis on knowledge-based content due to the higher risks associated with potential errors during live broadcasts, opting instead for humor and direct consumer engagement [12][22]. - The live streaming format has evolved to include segments that focus on product sales rather than solely on educational content, indicating a strategic shift to attract a broader audience [19][21]. Group 3: Performance Metrics - On the first day of the 618 event, Dong Yuhui's live stream attracted 18.54 million viewers and generated sales of 1.67 billion yuan, marking a record high for his channel [13]. - From January to April 2024, his live stream accumulated 1.54 billion views, averaging 31.42 million daily, while the growth rate of new followers has slowed compared to previous periods [13][14]. - The need for continuous innovation in content and engagement strategies is evident as Dong Yuhui seeks to maintain growth and expand his audience base [14][22].

Core Insights - The competition between top Douyin streamers Dong Yuhui and Crazy Xiao Yang has reached a turning point, with Dong Yuhui emerging as the leading figure in 2024, while Crazy Xiao Yang faces significant setbacks due to controversies surrounding false advertising [1][4][25]. Group 1: Sales Performance and Market Position - Dong Yuhui achieved a single-day sales record of 176 million yuan during the 618 shopping festival, while Crazy Xiao Yang has not returned to the live streaming scene for over nine months due to regulatory issues [1][3]. - Crazy Xiao Yang's company, San Zhi Yang, reported a GMV of 16 billion yuan in 2023, with a 97% year-on-year growth in the first five months of 2024 [19][27]. - Dong Yuhui's GMV reached 10.2 billion yuan in 2024, reflecting a rapid ascent in his career as a live streamer [24]. Group 2: Regulatory Challenges and Impact - The Hefei High-tech Zone Market Supervision Administration initiated an investigation into San Zhi Yang for false advertising, leading to the suspension of its accounts on Douyin [3][27]. - Crazy Xiao Yang's absence from the Douyin e-commerce author summit, where Dong Yuhui received the annual excellence award, marked a significant shift in their competitive landscape [25][27]. Group 3: Personal Background and Growth Trajectories - Dong Yuhui, educated at Xi'an International Studies University, transitioned from education to live streaming, focusing on cultural value, while Crazy Xiao Yang, a grassroots figure, gained fame through comedic content [5][8]. - The two streamers have cultivated distinct audiences, with Crazy Xiao Yang appealing to younger, lower-tier markets, while Dong Yuhui targets middle-class consumers [16][24]. Group 4: Business Strategies and Philosophies - Dong Yuhui emphasizes a philosophy of rational consumption and cultural contribution, often avoiding a focus on GMV, while Crazy Xiao Yang continues to operate under a more traditional, aggressive sales approach [23][24]. - Dong Yuhui has expanded his business into multiple sectors, including cultural tourism and publishing, establishing four new companies and obtaining MCN qualifications [27][28].

Group 1 - The core viewpoint of the article highlights the transformation of Dong Yuhui's live streaming style, focusing on direct negotiations with brands to enhance consumer trust and engagement [1][4][17] - Dong Yuhui's recent live streams have featured multiple instances of negotiating with brands, showcasing a more relatable and consumer-oriented approach compared to his previous focus on cultural knowledge [8][11][14] - The live streaming strategy has proven effective, with significant viewer engagement and sales figures, such as 18.54 million viewers and sales reaching 1.67 billion yuan on a single day [17][20] Group 2 - Dong Yuhui's shift from a knowledge-based streaming style to a more interactive and humorous approach reflects a need to adapt to changing audience preferences and maintain viewer interest [16][22] - The integration of negotiation tactics in live streams has not only increased viewer engagement but also reinforced Dong Yuhui's image as a consumer advocate, enhancing his bargaining power with brands [9][22] - The evolution of Dong Yuhui's content strategy indicates a broader trend in the live streaming industry, where hosts are increasingly blending traditional sales techniques with interactive and entertaining formats to attract a wider audience [28][30]