Dong Yuhui: No Longer a “Bystander” in Double 11

Overview

As the era of the “super livestreamer” fades, Dong Yuhui stormed into the Double 11 shopping festival, achieving an astonishing 3 billion RMB in sales in just three days and breaking the long-standing dominance of Li Jiaqi.

This article examines:

• How Dong Yuhui leveraged Douyin E-commerce to reframe his livestream persona
• His platform rhythm and product lineup strategy
• Personal brand transformation
• Industry shifts behind the changing of the guard between old and new top streamers

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A Loud Entrance Amid Silence

While many major streamers were quiet during Double 11, Dong Yuhui stood out:

• Constructed a large “Double 11 marketplace” livestream venue with home goods, electronics, lighting rigs, and cameras.
• Broadcasted three consecutive days, from October 9–11.
• Attracted nearly 70 million viewers and 3 billion RMB in sales (Feigua data).
• Followed Douyin's platform timing, extending daily sessions by 2–3 hours into the next day.

Contrast With Last Year

• 2023: Minimal Double 11 activity, frequent travel, only four hours of livestream in a key week.
• 2024: Direct commitment with structured campaigns and increased hosting time.

Dong has clearly reinforced his identity as a sales-focused host. In comparison, Li Jiaqi, once the symbol of Double 11 hype, appeared much quieter:

Li Jiaqi’s Previous Playbook

• “Red Packet Rain” pre-promoted days in advance — generating trending topics (#LiJiaqiDouble112Days5BillionRedPackets#) and prolonged attention.
• This year: Far lower-key, limited discussion, no trending dominance.

Result: Dong started selling ahead of Li Jiaqi, enabling immediate purchases while Li’s followers were still adding to carts.

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Key Wins in New Categories

Dong even captured sales in Li Jiaqi’s core beauty category:

• On October 12, “Yu Hui Tong Xing” hosted a beauty-special livestream worth 75–100 million RMB.
• Douyin supported with instant discounts, direct price drops, consumption vouchers, and billions in subsidies, averaging 15%+ discounts.

While Li Jiaqi remains the top in raw sales, the public narrative and spotlight have shifted to Dong Yuhui.

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01 — Dong Yuhui’s Stronger Double 11 Presence

Last Year vs. This Year

2023: Travel and low commitment.

2024: Aggressive “Early Purchase” campaign and purposeful “market hall” set design.

Campaign Structure:

• Oct 9–12: Four-day event cycling home appliances, textiles, 3C electronics, beauty.
• Anchored launch with high-GMV categories (appliances, beauty).
• Generated 300 million RMB/day for three days.

Newly launched “Lanzhi Chunxu” channel:

• Sold sportswear, down jackets.
• Moved daily start to 4 p.m. to match festival pace.

Professional Tactics Applied:

• Pre-announced product lists
• Posted Double 11 voucher tutorials
• Used big-host “bargaining dramatizations” with brands

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Performance Pressure & Diversification

Feigua data shows:

• 45% YoY drop in daily viewers (H1 2025)
• 73% drop in fan growth

Response:

• Innovated livestream formats
• Participated in variety shows (Travel with Zhou, Flavors of Mountains and Seas) to channel entertainment exposure back into commerce.

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02 — Li Jiaqi’s Low-Key Approach

Li Jiaqi still prepared Double 11 content:

• All Girls’ OFFER 2025, Mini Sample Festival, beauty micro-classes.

But: No major “Red Packet Rain” hype.

• Prior years: 5 million RMB every 5 minutes, trending hashtags, platform-wide chatter.
• 2024: Quiet lead-up, red packets with no grand totals.

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2024 Double 11 Sales Comparison

• Li Jiaqi: 500 million RMB first-day sales (+20% YoY), but far from 2022 (21.5 b RMB) or 2023 (9.5 b RMB).
• Dong Yuhui: Multi-day billions in GMV, expanding categories and audience overlap.

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Fan Base Overlap

• Dong Yuhui: 62% female, 80% aged 24–40, 75% from new first-tier+ cities.
• Li Jiaqi: Similar profile — but also expanded to older demographics via “All Parents’ Livestream Room.”

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Product Category Clashes

• Beauty & skincare: Both selling major international brands (Estée Lauder, Armani) and domestic labels.
• Clothing: Both invested heavily; “With Hui Together” maintains clothing as its 2nd-largest category by GMV.

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Platform Dynamics

• Douyin E-commerce: +34% growth YoY.
• Taobao Live: Slow growth; only 6 percentage points increase in GMV share since 2021.

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The Fading Super Host Era

• No single central figure drives Double 11 hype anymore.
• Dong’s activity is bright in a slow market, but insufficient to reverse the decline of “super host dominance.”

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Industry Insight

For creators adapting to competitive e-commerce:

• Build multi-platform strategies.
• Use tools like AiToEarn for:
• AI content generation
• Cross-platform publishing (Douyin, Kwai, WeChat, Bilibili, Xiaohongshu, Facebook, Instagram, LinkedIn, Threads, YouTube, Pinterest, X)
• Analytics & AI model rankings (AI模型排名)

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Recommended Reading

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Summary:

The 2024 Double 11 festival marks a moment of transition:

• Dong Yuhui embraces platform rhythm and expands strategically, rising as a dominant force.
• Li Jiaqi adopts a quieter approach, maintaining sales but forfeiting some spotlight.
• The super host era wanes, with multi-platform AI-driven strategies offering the next path forward for creators.

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Would you like me to also create a concise comparison table showing Dong Yuhui vs. Li Jiaqi across categories, platforms, and tactics in this Double 11? That would make the differences instantly clear for readers.