来源丨 灵兽 （ID： lingshouke ） 作者丨 十里 日资消费品牌下沉 王婧（化名）的记忆里，无印良品（MUJI）是上海淮海路上一座安静的岛屿。空气里永远弥漫着葡萄柚香薰精油的气息，背景音乐是坂本龙一式的空灵。 在那里，一块未经漂染的棉布、一个设计极简的垃圾桶，都像是在对都市的喧嚣做着无声的抵抗。对彼时刚在一线城市立足的她而言，定期去MUJI购物， 更像是一种精神归属感的确认——确认自己是这座城市精致、有序生活的一部分。 以下文章来源于灵兽 ，作者十里 灵兽 . 专注零售，聚焦消费。商业改变世界。你们负责改变世界，我们带你们改造商业。灵兽，零售消费行业头部新媒体平台，为商业原创报道而生。投稿及合 作：lingshouke@126.com 今年春节，她回到山东四线老家。在市中心最繁华的购物中心，一个熟悉的红色白底logo让她停下了脚步——也是无印良品。 只是，此处的MUJI，与淮海路上的那座"岛屿"判若两店。它紧挨着一家金店和一家本地知名的连锁餐厅，门店内人头攒动。一位阿姨正熟练地在货架上翻 找着一条特价毛巾，另一边，几个高中生模样的男孩在试穿"禅意"衬衫。 一切都显得那么自然，却又透着几分"不合时宜 ...

Core Viewpoint - The article discusses the challenges faced by Dong Yuhui, a prominent live-streaming host, as he transitions from a peak period of growth to a more stable phase, highlighting the decline in viewership, fan growth, and the impact of controversies on his public image and brand. Group 1: Performance Metrics - In June 2023, "Yuhui with Glory" ranked fifth in Douyin's sales leaderboard, marking its first drop from the top position this year [2] - Daily average viewership for "Yuhui with Glory" in the first half of 2025 was 15.04 million, a significant decline of 45% compared to 27.50 million in the same period of 2024 [3] - Fan growth has also slowed, with 12 million new followers in the first half of 2024 compared to only 3.22 million in the first half of 2025 [4] Group 2: Public Image and Controversies - Dong Yuhui's personal Douyin account lost 600,000 followers over four months, dropping from 27.68 million to 27.07 million [5] - His public image has shifted from a sympathetic figure to a more polarized one, especially after controversies such as the "small essay incident" and his departure from Dongfang Zhenxuan [14][15] - Criticism regarding his cultural persona and product quality has increased, impacting his fan growth and public perception [16][27] Group 3: Platform Dynamics - The era of platforms creating super top-tier hosts is ending, with Douyin's algorithm favoring high-quality content creators [28][42] - Douyin's high-value user base is limited, with only 19.9% of users having a monthly online consumption capacity exceeding 2000 yuan [39] - The saturation of the middle-class audience among top hosts like "Yuhui with Glory" necessitates expansion into broader demographics [41] Group 4: Future Strategies - Dong Yuhui has launched a new Douyin account "Lan Zhi Chun Xu," focusing on film content to create a stable flow of traffic [46] - Participation in entertainment programs, such as "Zhou You Ji," aims to draw traffic back to his live-streaming sessions [51] - To overcome current growth bottlenecks, collaboration with former partner Yu Minhong may be a viable strategy, as past interactions have proven effective in boosting follower counts [55][59]

Core Insights - The article discusses the challenges faced by Dong Yuhui, a prominent live-streaming host, as he transitions from a peak phase to a more stable stage in his career, particularly after parting ways with Dongfang Zhenxuan [1][6][8]. Group 1: Performance Metrics - In June 2023, "Yuhui with You" ranked fifth in Douyin's sales leaderboard, marking its first drop from the top position this year [2]. - Daily average views for "Yuhui with You" in the first half of 2025 were 15.04 million, a significant decline of 45% compared to 27.50 million in the same period of 2024 [3]. - Fan growth has also slowed, with "Yuhui with You" gaining only 3.22 million fans in the first half of this year, compared to 12 million in the same period last year [4]. Group 2: Personal Brand and Image - Dong Yuhui's personal Douyin account has seen a loss of 600,000 followers over the past four months, dropping from 27.68 million to 27.07 million [5]. - The article highlights the importance of public perception, noting that Dong Yuhui's image has shifted from a sympathetic figure to one facing scrutiny, especially after his departure from Dongfang Zhenxuan [9][10]. Group 3: Market Dynamics - The article points out that the growth of Dong Yuhui's fan base is heavily reliant on past controversies and partnerships, particularly with Dongfang Zhenxuan, which have created significant public interest [8][32]. - The article also notes that the Douyin platform's algorithm favors high-quality content creators, which has impacted Dong Yuhui's follower count due to perceived low-quality content [14][17]. Group 4: Future Strategies - To overcome current challenges, Dong Yuhui is exploring new avenues for growth, including launching a new content-focused account "Lanzhi Chunxu" aimed at film-related content [26][29]. - Additionally, he is seeking to leverage entertainment appearances to drive traffic back to his live-streaming sessions, similar to strategies employed by other successful hosts [30][32].

Core Viewpoint - The Haikou Xiuying District Volcano Lychee Season Agricultural and Cultural Tourism Market was launched, showcasing local agricultural products, intangible cultural heritage, and coastal charm during the Dragon Boat Festival [1][10]. Group 1: Event Overview - The market features four themed booths: "Xiuying Tourism and Culture," "Xiuying Lychee," "Xiuying Specialty Agricultural Products," and "Dongshan Grass Weaving," highlighting the beauty and culture of Xiuying District [1]. - Visitors can enjoy a variety of local products, including the famous Volcano Lychee, which weighs over 50 grams per fruit and is visually appealing [4]. Group 2: Tourist Engagement - The "Xiuying Tourism and Culture" booth provides visitors with a comprehensive guide to local attractions, including popular spots like the volcanic crater and the Hainan Tropical Wildlife Park, ensuring a complete experience of dining, entertainment, and leisure [3]. - The "Xiuying Lychee" booth prominently features the Volcano Lychee, attracting many visitors for photos and engagement [4]. Group 3: Cultural and Creative Products - The "Xiuying Lychee" booth also showcases creative products like grass-woven fans and lychee-themed souvenirs, which have gained popularity among attendees [7]. - Activities such as "check-in to receive cultural products" have drawn significant participation, enhancing the cultural experience for families visiting the market [7]. Group 4: Traditional Craft Promotion - The "Dongshan Grass Weaving" booth features demonstrations by local artisans, showcasing traditional weaving techniques and promoting the craft to younger generations [9]. - The local government aims to blend traditional customs with modern activities to enrich tourism offerings and meet the demands of visitors during the holiday [9].