Core Viewpoint - The article discusses the contrasting approaches of two prominent livestreaming hosts, Dong Yuhui and Li Jiaqi, during the Double Eleven shopping festival, highlighting Dong's proactive strategy and Li's more subdued presence this year [2][4][18]. Group 1: Dong Yuhui's Strategy - Dong Yuhui created a large-scale livestreaming event for Double Eleven, attracting nearly 70 million viewers and generating over 300 million yuan in sales from October 9 to 11 [4][13]. - This year, Dong Yuhui demonstrated greater focus and commitment compared to last year, where he was less involved in livestreaming during the same period [9][10]. - Dong Yuhui's team has adopted a more professional approach, including pre-announcing products and extending livestream hours, which aligns with strategies used by other successful hosts [14][15]. Group 2: Li Jiaqi's Shift - Li Jiaqi's marketing for Double Eleven has been notably less aggressive this year, particularly regarding the "red envelope rain" promotions that previously generated significant buzz [19][22]. - Despite still being a leading figure in sales, Li Jiaqi's livestreaming performance has not returned to previous peak levels, with his sales figures showing a decline compared to past years [23][29]. - Li Jiaqi's change in mindset reflects a more relaxed approach to expectations, indicating a shift in his overall strategy and engagement with the audience [24]. Group 3: Market Dynamics - The competition between Dong Yuhui and Li Jiaqi is intensifying as both target similar demographics, with Dong Yuhui's audience primarily consisting of middle-class consumers in high-tier cities [26][28]. - The livestreaming e-commerce market is experiencing slower growth, with projections indicating a decline from 197% growth in 2020 to around 18% from 2024 to 2026 [26][31]. - Dong Yuhui is benefiting from the growth of Douyin's e-commerce platform, which has seen a 34% increase in growth, contrasting with the slower growth of Taobao's livestreaming segment [31][32].

在一众大主播几乎"失声"的双11，董宇辉搞出了个大动静。 他搭建了一个双11"大卖场"，偌大的场馆内，沙发、床、冰箱等家纺家电产品依次摆放着，灯光架起，摄像机就位。 这是董宇辉为特地为双十一准备的直播现场。 连续三天，董宇辉在这里带货。据飞瓜数据显示，10月9日至11日，与辉同行累计吸引近7000万人次观看，卖出了超3 亿元销售额。 "才十月份，大家说怎么就双11了？"董宇辉对着镜头解释，"平台节奏就是这样，各家也都这么跟。"自10月9日抖音双 11启动，董宇辉就进入连播三天的节奏。每一天，他的直播时间都比预告中多出两到三小时，直到次日下播。 1 和去年双十一相比，今年的董宇辉明显更专注和投入。 这与去年形成鲜明对比。去年双11大促刚开始时，董宇辉并不怎么在直播间，反而是忙于出差。根据当时排班表显 示，他在关键一周仅直播四小时，还错开两场双十一专场。 今年3月，在接受新浪采访时，董宇辉说要向李佳琦、罗永浩学习，"我得向他们学习，他们确实都非常优秀。" 如今，董宇辉正在强化自己的带货和主播人设。而董宇辉的学习对象李佳琦，却在这个双11显得有些冷清。 以往，李佳琦是双十一的绝对C位。就比如去年，李佳琦直播间下"红 ...