Core Viewpoint - The article discusses actor Daniel Wu's entry into the live-streaming e-commerce space, highlighting his unique approach to brand building and consumer engagement through his IP "Zuhaus" [2][5][9]. Group 1: Live Streaming and E-commerce - Daniel Wu made his debut in live streaming on May 21, 2025, as an "English teacher," attracting 19.03 million viewers and selling over 30,000 courses, generating revenue between 10 million to 25 million yuan [2][4]. - Despite the success of his first live stream, Wu has not returned to the e-commerce scene, focusing instead on content creation and lifestyle sharing [5][6]. - The "Zuhaus" brand aims to create a three-dimensional synergy between content, brand, and consumption, achieving significant engagement on platforms like Douyin [5][14]. Group 2: Brand Development and Strategy - "Zuhaus" was conceived in 2024, designed as a brand innovation laboratory rather than a traditional endorsement model, with Wu actively involved in content planning and product design [9][11]. - The brand's strategy emphasizes authenticity and quality, moving away from quick monetization to building a sustainable influence in various lifestyle sectors [12][17]. - Wu's coffee brand, WHATEVER, has seen daily foot traffic of over 300 customers and a 40% repurchase rate, indicating strong consumer interest [17]. Group 3: Consumer Engagement and Market Trends - The article notes a shift in consumer preferences towards products that genuinely meet needs, with nearly 70% of surveyed individuals willing to pay a premium for meaningful products [17][18]. - The evolution of celebrity roles in marketing is highlighted, transitioning from mere endorsements to becoming brand owners and co-creators, reflecting a deeper emotional connection with consumers [23][24]. - Wu's approach is characterized by a focus on real-life experiences and a desire to present an authentic middle-aged persona, which resonates with consumers seeking genuine engagement [23][25].

Group 1: Live Streaming and E-commerce - Actor Wu Yanzu launched his first live streaming session on May 21, selling his English courses, achieving an average viewership of 19.03 million and sales between 10 million to 25 million yuan [1] - Zhang Xuefeng announced an exclusive live streaming event on Kuaishou from June 15 to 30, focusing on college entrance examination volunteer reporting, with previous sessions garnering a total viewership of 324 million [2] - Controversy arose around volunteer Shang Guanzheng, who began live streaming sales to support his anti-trafficking efforts, leading to divided public opinion on the appropriateness of monetizing his activism [3][4] Group 2: Regulatory Actions and Industry Standards - The Central Cyberspace Administration of China initiated a two-month campaign to address issues related to "black mouths" that harm businesses, focusing on malicious defamation, extortion, and false marketing [5] - E-commerce platforms have begun removing "fake foreign goods" health products that misrepresent their origins and efficacy, with specific brands being investigated and required to amend or remove misleading claims [6][7][8] - Douyin's life service sector launched a crackdown on "fly single" behaviors, which involve merchants inducing users to bypass platform transactions, with nearly 45,000 violations identified in the first quarter [9][10] - JD.com announced a "Clean Water Action" to combat false advertising and ensure the longevity of water filter products, promising replacements for filters that do not meet advertised lifespans [11][12] Group 3: Sales Rankings - The top live streaming sales figures on Douyin for May 22 featured a couple from Guangdong achieving sales between 50 million to 75 million yuan, followed by other streamers with sales exceeding 25 million yuan [14]