# Livestreaming
Latest news and articles about Livestreaming
Total: 11 articles found
Beyond the Price War: Douyin’s Livestreaming Resilience in a Cooling 618 Festival
Douyin’s 2026 618 report highlights a pivot from price wars to content-driven growth, with over 120,000 merchants doubling their livestreaming turnover. The data suggests that targeted platform incentives and interactive commerce are now the primary drivers of success in China's maturing e-commerce market.
Tmall’s 618 Surge: Brand Loyalty and Livestreaming Mature in China’s E-commerce Landscape
Tmall's 618 festival results show a 40% increase in brands hitting the 100 million RMB sales milestone, driven by a 50% rise in high-performing livestreaming rooms. High repurchase rates in beauty and fashion suggest a maturing Chinese market where brand loyalty is becoming as important as discount pricing.
China’s New Crusade Against ‘Involution’: Beijing Targets Cutthroat Competition in Tech and Industry
China's market regulator has initiated a major campaign to eliminate 'involutionary' or cutthroat competition in the tech and industrial sectors. Running through December, the initiative will use corporate credit blacklisting and public shaming to punish companies engaged in predatory pricing and deceptive market practices.
Beyond the 'Little Essay' Storm: East Buy’s Former CEO Finds a Second Life in Livestreaming
Sun Dongxu, the former CEO of East Buy, has successfully returned to livestreaming as an independent book curator after a six-month silence. His return coincides with a financial recovery for East Buy, which has successfully pivoted toward a product-focused, cost-efficient business model following the costly departure of its top stars.
Livestreaming Logic: Why Chinese Brands are Winning the Digital Turf War
Douyin's 2026 report highlights a 47% increase in active domestic merchants, with livestreaming accounting for 63% of their sales. This data confirms the deepening dominance of 'Guohuo' brands as they leverage social commerce to redefine the Chinese retail landscape.
Between Sincerity and Power: Yu Minhong’s Failure to Save East Buy’s Founding Stars
The departure of four key anchors from East Buy highlights a deepening crisis in Yu Minhong’s leadership as he attempts to institutionalize a business built on individual charisma. The move toward 'de-IP-ization' has alienated the founding talent who saved the company during its 2021 pivot, exposing a fatal gap between corporate control and the human-centric nature of livestream commerce.
East Buy’s Identity Crisis: Mass Talent Exodus Exposes the Perils of Corporate Transformation
East Buy is facing a major internal crisis as four core livestreaming anchors resigned simultaneously, citing an incompatible management style under CEO Sun Jin. The turmoil reflects the company's difficult transition from a personality-led influencer platform to a standardized, product-centric retail giant.
The Perils of Digital Heritage: Haihe Dairy’s Livestreaming Crisis Exposes the Fragile Allure of China’s 'Time-Honored' Brands
Haihe Dairy’s recent livestreaming controversy reveals the risks legacy brands face when outsourcing their digital presence to third-party distributors. As the company expands nationally through its popular flavored milk line, it struggles to maintain quality control across a fragmented network of 'official' online storefronts.
The Trust Deficit: Why China’s Livestreaming Giants are Losing Their Luster
The exposure of a fake Australian supplement brand sold by top influencer Dong Yuhui highlights systemic failures in China's livestreaming supply chains. As consumer complaints skyrocket and price advantages vanish, the industry is shifting from 'personality-based' trust toward a more rational, professionalized e-commerce model.
The Cost of Credibility: Dong Yuhui and the Fallacy of ‘Australian’ Supplements
A scandal involving 'fake' Australian supplement brand Ausupreme has targeted superstar livestreamer Dong Yuhui, testing his reputation for integrity. The case highlights the persistent 'fake foreign brand' tactic in China and suggests that top influencers must now act as de facto quality regulators to maintain consumer trust.
Digital Reincarnation: The Regulatory Cat-and-Mouse Game of China’s Banned Influencers
China’s disgraced influencers are increasingly bypassing 'permanent' platform bans through rebranding, platform-hopping, and strategic apologies. This trend highlights significant gaps in cross-platform regulation and the enduring power of China’s lucrative attention economy.