# distribution channels

Why Selling Spring Couplets Turned a TV-Host-Turned-Streamer Into a Target: The Politics of China’s Live‑commerce Shake‑up

A minor livestream sale of inexpensive spring couplets by popular host Dong Yuhui ignited disproportionate criticism framed as cultural and social harm. The episode exposes a deeper conflict between entrenched distribution interests and a rising class of livestream anchors whose factory‑to‑consumer model lowers prices and challenges incumbents' margins.