The meteoric rise of livestream e-commerce has created a new breed of celebrity: the superstar host. These charismatic individuals have become the linchpins of platforms, driving both viewership and sales through their unique blend of entertainment and commerce. Yet their very success presents platforms with an existential dilemma—how to balance individual stardom with sustainable growth.
The Dong Yuhui Effect: When One Host Moves Markets
The case of Dong Yuhui and Oriental Selection offers a textbook example of this phenomenon. When the popular host briefly stepped away from his regular broadcasts, the platform's metrics told a sobering story:
Viewership drop: Average peak concurrent viewers fell from 150,000+ to below 50,000
Engagement decline: Likes per broadcast decreased by approximately 70%
Sales impact: Daily GMV (Gross Merchandise Value) dropped by an estimated 40-60%
His return proved equally dramatic, with viewership surging to nearly 1 million within minutes and generating over $1.1 million in sales—accounting for half the platform's daily revenue. The numbers underscore a fundamental truth: in livestream commerce, personal connection trumps platform loyalty.
The De-influencer Dilemma: Platforms vs Personal Brands
Oriental Selection's attempts to reduce reliance on Dong reveal the tightrope walk platforms face. Their strategies included:
- Reducing Dong's airtime from three hours to two
- Removing "Recommended by Yuhui" labels from products
- Omitting mentions of his contributions in commemorative content
The backlash was immediate and severe. Fans perceived these moves as corporate ingratitude, forcing the platform to reverse course. The episode highlights a critical tension—while platforms seek to institutionalize success, audiences crave authentic human connection.
Structural Solutions: Beyond the Star System
Oriental Selection's long-term strategy focuses on two pillars:
1. Vertical Matrix Development: The platform has launched specialized channels for beauty, books, private label products, and alcohol—each cultivating its own audience and talent pool.
2. Supply Chain Integration: Significant investments in agricultural infrastructure, including a $2.5 million stake in a sausage factory, aim to control product quality and margins.
This dual approach represents an attempt to build institutional resilience beyond any single personality. Yet the fundamental question remains: in an industry built on parasocial relationships, can platforms truly de-personalize commerce?
The Talent Retention Challenge
The industry's central paradox becomes clear—while platforms need stars to attract audiences, stars don't need platforms to monetize their followings. Potential solutions emerging across the sector include:
Equity incentives: Granting top performers stock options to align interests
Brand autonomy: Allowing hosts to develop personal brands within platform ecosystems
Career pathways: Creating clear progression tracks beyond frontline hosting
As livestream commerce matures, its future may hinge on solving this human capital equation—balancing individual stardom with platform sustainability in an industry where personality remains the ultimate product.