In the rapidly evolving world of live streaming commerce, each broadcast resembles a meticulously choreographed stage performance, with the host as its brightest star. Under the spotlight, their every move captivates audiences, and each decision can trigger unexpected chain reactions. But what happens when the spotlight suddenly illuminates territory they're uncomfortable with? Dong Yuhui's "underwear controversy" presents a thought-provoking case study that reflects both the challenges and opportunities in this booming industry.
I. The Incident: 79 Trending Topics and a Warning Bell
On February 27, Dong Yuhui deleted all content from his personal Weibo account, sparking widespread attention. This wasn't merely a personal decision but the eye of a growing media storm. The controversy began when, during a live sales broadcast, Dong encountered two intimate apparel products and chose silence, merely stating, "Those who need it can purchase themselves." This seemingly innocuous response ignited fierce debate across social media platforms.
When pressed by viewers, he admitted: "I genuinely don't know how to present this product. Please don't put me in this position." Some interpreted this as "discrimination against women," escalating the criticism to questions about his values. That evening, Dong addressed the controversy during his live stream, stating he couldn't resolve the misunderstandings and could only withdraw. Meanwhile, New Oriental's stock dropped 3.89%, erasing significant market value—a clear warning signal for the company.
Seventy-nine trending topics represent staggering attention and equally immense pressure. In an era where traffic reigns supreme, each viral moment carries both commercial potential and substantial risk. Dong's case exemplifies this duality—while attracting massive attention, it also generated negative publicity that damaged both his personal brand and New Oriental's reputation.
II. Analysis: Product Selection Missteps and IP Mismatch
1. Flawed Selection Process: This incident wasn't accidental but revealed systemic weaknesses in live commerce product vetting. Product selection remains the cornerstone of successful live streaming commerce—good choices attract viewers, boost sales, and enhance brand image, while poor ones can damage reputations and spark backlash.
Dong's team clearly failed to adequately consider his personal brand positioning and broadcasting style when selecting these intimate apparel products. While live streams represent corporate activities, prominent influencers like Dong should retain input regarding products that align with their image. A robust selection process should incorporate market research, audience analysis, product evaluation, and host consultation to ensure alignment between products, hosts, and audiences.
2. Brand Positioning Disconnect: Dong's popularity stems largely from his distinctive "cultured intellectual" persona. He excels at promoting books, food, and daily necessities by infusing products with cultural context rather than hard-selling. Forcing him to present unfamiliar categories like intimate apparel contradicts his established style and dilutes his personal brand—akin to asking a poet to write technical manuals or a scientist to perform magic tricks.
3. Team Reflection: Dong's support team should reconsider why they placed their distinctive talent in this uncomfortable position. Successful live streaming relies on collaborative teamwork that understands and amplifies a host's strengths while avoiding mismatches that create awkward situations or controversies.
III. Deeper Perspectives: Balancing Integrity and Commerce
1. Dong's Principles: Unlike many live commerce hosts, Dong maintains intellectual integrity. He has stated: "I cannot take pride in excessive purchases made simply out of affection for me. That's inappropriate." His refusal to present intimate apparel didn't stem from discrimination but from personal boundaries and respect for his audience. This principled stance distinguishes him within the industry.
2. Capital vs. Authenticity: Facing immense commercial pressures, Dong's commitment to his values deserves recognition. While traffic and capital drive the live commerce industry, they shouldn't become sole metrics of success. Sustainable success requires balancing commercial objectives with authentic content and values that earn audience trust.
3. New Oriental's Challenge: The company must strengthen its institutional brand beyond individual influencers while effectively managing Dong's dual role as executive and celebrity host. Their transition from traditional education to live commerce requires establishing rigorous product selection processes, developing professional streaming teams, and enhancing corporate brand equity.
IV. Platform Responsibilities: Social Media's Role
This incident also highlights broader issues in social media ecosystems. Once-coveted trending topics now carry diminished commercial value amid platform user base expansion and accelerated negative publicity spread. Platforms must improve content moderation and combat online harassment to foster healthier digital environments.
Contemporary social media often prioritizes commercialization and personal branding over substantive exchange. While inspirational figures from Jack Ma to Elon Musk attract followers, most individuals would benefit more from relatable, local success stories than unattainable myths. Social platforms should refocus on facilitating genuine information exchange, knowledge sharing, and perspective diversity.
V. Market Confidence and New Oriental's Stock
New Oriental's stock decline reflects deeper investor concerns beyond this single incident. Despite Dong's prominence, his actual corporate authority remains limited. Following previous controversies, promised stock awards and positions may face uncertain realization. Investors require clearer strategic vision and sustainable business models to restore confidence.
VI. The Path Forward: Personal Brand and Platform Synergy
Dong's appeal lies in his distinctive unpredictability. New Oriental should better leverage his strengths while implementing appropriate guidance to prevent individual actions from negatively impacting corporate branding. Only through constructive interaction between personal brands and platform development can mutual success emerge.
VII. Industry Implications
Dong's experience offers crucial lessons for live commerce:
• Rigorous Product Selection: Prioritize alignment with host strengths over short-term traffic gains.
• Respect for Hosts: Recognize hosts as creative professionals, not sales tools.
• Value Consistency: Maintain authentic principles beyond commercial pressures.
• Platform Governance: Foster healthier digital ecosystems through responsible content management.
VIII. Conclusion
Dong Yuhui's "underwear controversy" represents both a specific incident and broader societal reflection point. It invites reconsideration of personal branding, corporate responsibility, and digital ecosystem health. As live commerce continues evolving, stakeholders must balance its opportunities with thoughtful governance to ensure sustainable, positive development.