# China Retail Trends

Cracks in the Pedestal: Dong Yuhui and the Identity Crisis of Chinese Livestreaming

Dong Yuhui's livestreaming venture is facing a major trust crisis following a series of product scandals, most notably the promotion of a fake Australian supplement brand. The controversy underscores a broader shift in Chinese e-commerce, where the 'trust dividend' of top influencers is fading as consumers return to more rational, utility-driven purchasing habits.