Dong Yuhui, once the face of East Buy (also known as Oriental Selection), has bid his final farewell to the platform. As he steps away, it seems the strategy of relying on top streamers is being left behind, not just by East Buy, but by many other platforms as well. The winds of change are blowing, and the once dominant livestreamers are now venturing into new territories.
Platforms: Moving Away from Top Streamers
Last year, Xiaohongshu introduced its “buyer” e-commerce model, featuring livestreams where streamers, like actress Dong Jie and socialite Teresa Cheung, share brand stories and product features. Initially, it seemed like a hit. Cheung sold 300 million RMB (about $41.91 million) in just three hours on Xiaohongshu. But when she moved to Taobao, her views and sales took a nosedive.
This isn’t an isolated case. Merchant-led livestreams are booming across various platforms. Xiaohongshu is now pushing its “entrepreneur” livestreams, where business owners themselves take the stage. It’s not just Xiaohongshu making these moves; JD.com, Taobao, and Douyin are all clamoring to get CEOs involved in livestreaming. From Liu Qiangdong’s digital avatar to Xiaomi’s Lei Jun, CEOs are becoming the new stars of livestreams.
Streamers: Diversifying Beyond Livestreaming
Take Crazy Little Brother Yang, for example. He’s one of the top livestreamers who’s successfully diversified. His Three Sheep Group has not only launched on TikTok but also expanded into Southeast Asia, starting with Singapore. They’ve even created a cultural tourism channel, livestreaming from tourist destinations, a format popularized by Dong Yuhui at East Buy.
Speaking of Dong, he’s reportedly building something similar to East Buy with his new venture, Walking with Hui. Rumors suggest he’s already got over 200 employees. In just five days after leaving East Buy, Walking with Hui sold over 100 million RMB (about $13.92 million) in GMV and gained 600,000 followers.
The Decline of Top Livestreamers?
As these top livestreamers shift focus or step back entirely, they’re trying to pass the torch to the next generation. Xinba was the first to start grooming successors. His disciple, Danfa, is set to surpass him in followers on Kuaishou. But these new streamers face the same challenges their mentors did, like ensuring product quality and standing out in a crowded field.
On top of that, mid- and lower-tier streamers are on the rise. On Douyin, 65% of the platform’s year-on-year growth in the first half of 2024 came from the 560,000 smaller streamers. Douyin, Kuaishou, and Taobao are all putting more resources into these smaller streamers, trying to move away from overreliance on the big names.
A New Chapter in Livestreaming
One interesting development is the growing popularity of livestream e-commerce courses. Little Brother Yang’s Three Sheep Group is jumping on this trend, offering courses ranging from novice to advanced levels. If this trend catches on, we might even see former top streamers like Dong Yuhui teaching classes.
The shift away from top streamers is also driven by changes in platform strategies. Taobao and Douyin are moving away from focusing on low prices and discounts to drive sales. Top streamers who relied on being the lowest-cost option are being forced to rethink their approach. Xiaohongshu, for instance, is pushing a “lifestyle” e-commerce concept to offer something beyond just discounts.
But let’s not count the top streamers out just yet. Even though Little Brother Yang is appearing on livestreams less frequently, Three Sheep remains the top multichannel network in China, according to Hurun’s rankings. It seems these streamers are building brands that can extend beyond livestreaming into other areas like tourism, education, and even entertainment.
So, is this the end of the era for top livestreamers? Maybe not entirely. But it’s clear the landscape is changing. As platforms and streamers alike explore new avenues, we’re seeing a broader, more diversified approach to livestreaming. And in this new era, there’s room for everyone—from the biggest names to the smallest up-and-comers.
