The delicate relationship between Dong Yuhui and Oriental Selection has become a microcosm of the deeper struggle between individual influence and brand value in live-streaming commerce. At the beginning of 2024, Dong Yuhui’s return to Oriental Selection’s live-streaming room sparked an immediate surge in viewership, with likes surpassing 100 million and concurrent viewers exceeding 100,000. Fans celebrated his comeback by gifting high-value virtual presents, demonstrating his immense appeal. However, beneath this seemingly triumphant return lies Oriental Selection’s underlying crisis—its attempt to reduce reliance on Dong Yuhui while navigating the challenges of brand transformation.
I. The Backstory: From "Promoting New Talent" to "De-Dongification"
In late 2022, Dong Yuhui’s appearances in Oriental Selection’s live streams began to decline, with fewer prime-time slots allocated to him—a sign of the company’s shift toward cultivating new hosts. By early 2023, his prolonged absence during the Lunar New Year holiday fueled speculation about his marginalization. Further suspicions arose when Oriental Selection removed the "Recommended by Yuhui" label from its book promotions, erased Dong’s image from product packaging, and omitted any mention of him in a nostalgic Lunar New Year video. The tension escalated when a new host, Feng Feng, openly declared an "open strategy" to diminish Dong’s influence, provoking backlash from fans.
II. Data Analysis: The Risks of Over-Reliance and the Need for Brand Evolution
The "de-Dongification" rumors reflect Oriental Selection’s concerns about its dependence on a single superstar. While Dong’s charisma has brought substantial traffic and revenue, over-reliance on one individual poses significant risks. Any conflict between Dong’s personal trajectory and the company’s strategy, or potential controversies involving him, could severely damage Oriental Selection’s reputation. Data supports this concern: during the peak of the rumors, the company’s stock price dropped, fan engagement waned, and live-stream viewership stagnated.
Yet, Oriental Selection’s transition away from a star-centric model is fraught with difficulties. Founder Yu Minhong envisions transforming the platform into a diversified sales hub with multiple hosts and proprietary products, ultimately building enduring brand equity. However, Dong’s overwhelming prominence has inadvertently hindered this vision. His personal account now boasts over 10 million followers—outpacing Oriental Selection’s official channels—highlighting the urgency and complexity of reducing reliance on him.
III. Strategic Choices: Oriental Selection’s Path Forward
To reconcile the tension between star power and brand development, Oriental Selection must carefully evaluate its options:
- Balanced Approach: Retain Dong’s Influence While Strengthening the Brand – The company could continue leveraging Dong’s appeal while systematically diversifying its host lineup and investing in product innovation, shifting focus from personalities to merchandise.
- Differentiated Strategy: Spin Off Dong’s IP, Focus on Platform Growth – Dong’s personal brand could operate independently (e.g., as a subsidiary), allowing Oriental Selection to concentrate on building a broader ecosystem of hosts and brands.
- Content-Centric Model: Prioritize Innovation Over Star Power – By emphasizing high-quality, culturally rich programming (e.g., knowledge-sharing streams), the platform could attract diverse audiences and reduce dependence on individual hosts.
IV. Challenges Ahead: Navigating the Transition
Regardless of the chosen strategy, Oriental Selection faces formidable hurdles. Balancing Dong’s interests with corporate objectives, cultivating new talent to fill potential gaps, and differentiating its product offerings in a competitive market will all be critical to its success.
V. The Future: Symbiosis Between Influence and Brand
The "de-Dongification" debate underscores Oriental Selection’s reckoning with its business model. While star-driven traffic delivers short-term gains, sustainable growth demands robust brand equity. The ideal outcome may be a platform that harmonizes individual star power with institutional strength—a diversified, brand-driven powerhouse where hosts like Dong thrive without overshadowing the collective vision. The evolution of live-streaming commerce will favor those who adapt to shifting consumer demands while preserving authenticity and innovation.