Dong Yuhui “anti-gangster”

This means that Dong Yuhui began to deal with public opinion risks in a company’s way.

In the past two years, Dong Yuhui has never left the center of public opinion. From the Oriental Selection period to the establishment of Peer with Hui, and then to various places to help farmers and bring goods, discussions surrounding him have never stopped. Some voices questioned his live broadcast, some discussed his business choices, and some pointed the finger at his family.

In the past, Dong Yuhui mostly responded silently in the face of controversy. But now,“Anti-gangsterism” has become another battle in Dong Yuhui’s live broadcast room.

01

In July this year, a reputation dispute involving Dong Yuhui entered the enforcement stage.

Previously, Dong Yuhui sued Xu Hongliang, the operator of the Douyin account “Chengbei Laoxu”. The Beijing Internet Court found that some of the videos released by Xu Hongliang lacked objective factual basis, and that the remarks involving Dong Yuhui’s personal behavior and the so-called “rice circle” chaos constituted defamation and infringed Dong Yuhui’s reputation rights.

The court ordered that Xu Hongliang issued an apology statement on his Douyin account and compensated Dong Yuhui for 5,000 yuan in compensation for mental damage.

This lawsuit goes back to 2023. Xu Hongliang is a Douyin self-media blogger. After the 2023 Dongfang Selection “Small Essay” controversy fermented, Xu Hongliang posted multiple videos on his Douyin account, mainly saying two things: First, Dong Yuhui relied on fans in the fan circle to gain praise in batches, and second, Dong Yuhui maliciously defaulted on his student loans.

In 2025, Dong Yuhui submitted a complaint to the Beijing Internet Court, and the court finally found that Dong Yuhui won the case. However, after the verdict came into effect, Xu Hongliang did not fulfill his obligation to apologize.In July this year, Dong Yuhui applied for compulsory execution.

This is not the first time Dong Yuhui has resorted to law for Internet disputes.In the past year, many people have apologized to Dong Yuhui due to reputation infringement disputes.

In April 2025, the legal department of Youhui Tongtong issued a statement against the Douyin account “Moshan”.

According to Peer with Hui, the account operator Ma has published false remarks against Dong Yuhui many times since 2024 and made profits through live broadcasts.

At first, Dong Yuhui was unwilling to pursue the case. It wasn’t until September 2024, when Ma posted content involving Dong Yuhui and his family, that things changed.

This time, Dong Yuhui decided to sue.

According to a statement released by Youhui Peer, after hearing the case at the Chengyang District People’s Court of Qingdao City, Shandong Province, Ma expressed regret in court, submitted a written apology letter, and posted an apology video on his Douyin account. Ma also compensated Dong Yuhui for his mental losses. According to Dong Yuhui’s wishes, the money was donated to charity.

Subsequently, similar apology statements appeared one after another.

In September 2025, Wen Xian, whose online name is “Lao Hantou Shuo”, issued an apology statement, admitting that the false remarks about Dong Yuhui previously posted on the WeChat video account and Kuaishou had no factual basis. This includes the statement that “Dong Yuhui, his sister, brother-in-law and others opened 25 related companies for personal gain.”

A month later, Internet celebrity Fu Jianwen also issued an apology statement. Previously, Fu Jianwen had posted remarks against Dong Yuhui on Douyin, Toutiao, Weibo and other platforms. In October 2025, he publicly apologized and expressed his willingness to assume corresponding legal responsibility.

Judging from these cases, it is not all negative comments that Dong Yuhui wants to pursue. As a leading anchor, he will of course face doubts, and consumers also have the right to evaluate products and question business practices. realWhat prompted him to take legal action was online content that he believed had crossed the line and lacked factual basis.

Dong Yuhui once said in the live broadcast room: “You can criticize, but you cannot spread rumors, because there are many fake things, and many articles are based on insiders. According to insiders, who is it?” He also mentioned that if someone spreads rumors about family members, he will seek legal means.

In the past, Dong Yuhui did not respond much to online controversies. But at least judging from these cases, he is no longer satisfied with silence. Even if a successful judgment is obtained, if the other party fails to perform, it will continue to apply for enforcement.

02

Dong Yuhui’s rights protection is only part of the work of the legal team working with Hui.Behind him is a set of legal mechanisms established by Hui Peer.

Since May this year, Hehui Peer has regularly released legal work reports. Among them, reputational rights protection is the most concerned.

In response to content on the Internet that spreads rumors and slanders Dong Yuhui and the Hehui Peer brand, Hehui Peer’s legal team will fix the evidence and then take legal action based on the specific circumstances.

In May of this year, Hehui Peer released its first legal work report. In response to online rumors and slanderous content, it completed 356 pieces of evidence, involving 47 accounts, and filed 10 civil lawsuits and 1 criminal private prosecution. In June, another 152 pieces of evidence were completed, involving 48 accounts, and 8 civil lawsuits were filed.

Since then, the legal team has continued to announce the progress of the case. For cases that have entered the litigation process, we will continue to follow up on filing, hearing and judgment; if the other party fails to fulfill the effective judgment, we will also apply for compulsory execution.

From May to October, the legal reports released by Hehui Peer have been updated for seven consecutive issues. The rights protection around Dong Yuhui and the company’s brand is becoming a daily work of Hehui Peer.

But Hui Peer’s legal work is not limited to reputational rights protection.

Intellectual property rights protection is another important line of work.

Hehui Peer mentioned in the report that the company focuses on combating the theft of live broadcast slices, counterfeiting accounts, and selling counterfeit goods under false pretenses. In October alone, a total of 586 infringing online accounts were dealt with, 140 counterfeit accounts were dealt with, and 645 products with fake trademarks were dealt with.

These behaviors are different from online rumors, but they will also affect the brand image of Hui Peer.

Another line is anti-unfair competition and rights protection.

Hehui Peer disclosed that in September alone, one unfair competition case involving the unauthorized use of the “Hehui Peer” trademark for commercial activities has been successfully concluded; two unfair competition cases involving commercial defamation have been officially filed by the court.

Putting these three types of work together, the legal team working with Hui is not only responsible for handling the Internet disputes against Dong Yuhui, but also includes safeguarding the company’s brand, content and commercial rights.

For Dong Yuhui, he is facing a public opinion field; for Hehui Peer, he is facing a more complex business environment.

03

Of course, this is not a unique trouble with Hui, and Dong Yuhui is not the only “anti-gangster” anchor.

Dong Yuhui’s old club, Oriental Selection, is a typical example. In the past few years, Oriental Selection has filed numerous lawsuits against online rumors.

In January 2026, the Beijing Internet Court made a first-instance judgment on the online infringement case brought by Oriental Selection against “Storyteller Tutu” and ordered it to publicly apologize and compensate Oriental Selection 200,000 yuan.

Since 2024, “Storyteller Tutu” has posted remarks about Dongfang Selection on social platforms. Dongfang Selection has issued a statement to refute the rumors, but he has not stopped making relevant remarks. The court determined that the relevant account had long-term published false and derogatory content against Oriental Selection, which exceeded the scope of normal comments and constituted reputational infringement.

In September this year, Oriental Selection disclosed the verdict of another rights protection case. In response to the content posted by the online account “Dora” about the so-called Oriental Selection Tomahawk chicken legs containing live maggots, the court determined that it constituted reputational infringement and ordered the relevant operators to delete the content, publicly apologize, and pay compensation of 20,000 yuan.

At the beginning of November, Oriental Selection announced the results of the commercial defamation rights protection against the online account “Da Ming (Second Handsome)”. The relevant operators were ordered to delete the infringing videos, publicly apologize, and bear corresponding liability for compensation.

From Oriental Selection to Walking with Hui, leading live broadcast agencies are using legal means to protect their brand reputation and business rights.

But on Dong Yuhui’s side, the situation is different.

Oriental Selection’s rights protection is more centered on the company’s brand and business reputation. Walking with Hui faces two lines at the same time:One is from the pressure of public opinion from Dong Yuhui, and the other is from the controversy that arises in the company’s operations.

Dong Yuhui is the most important traffic portal for Walk with Hui. Many consumers enter the live broadcast room because of Dong Yuhui and choose to buy products because of their trust in him.

This closely links Dong Yuhui’s personal reputation with the operating conditions of his peers.

Once the controversy surrounding Dong Yuhui ferments, it may not only be affected by him personally, but also by the brand image of Dong Yuhui and consumers’ trust in the live broadcast room. In turn, the product quality and supply chain problems of Hui Peer may also become the basis for outsiders to evaluate Dong Yuhui.

This is also the reason why Hui Peer must do more detailed legal work.

Especially when Youhui Peer expands its business scale and involves more products, merchants and partners, information on the Internet may have a chain reaction.

In terms of product direction, Dong Yuhui is no longer satisfied with customized products and has begun to move towards self-operated products. In August this year, Dong Yuhui established the company Heyuchunshi and opened the Heyuchunshi flagship store on Douyin.On November 5th, in the live broadcast room of Heyuchunshi, Heyuchunshi’s first self-operated product was released. It sold out in fifteen minutes, with a cumulative sales of 100,000+. The sales of this self-operated product alone were approximately 5.69 million to 10 million.

Today, the cumulative fans of Hehui Tong’s three accounts have reached 48 million.When the business scale reaches this stage, many things are no longer just personal disturbances.

In other words, what Dong Yuhui needs to face is how a company manages public opinion risks. The greater the traffic of Dong Yuhui, the harder it is to avoid discussions around him; the greater the business scale of Dong Yuhui, the heavier the brand responsibility he needs to bear.

Another battle of Dong Yuhui has just begun.

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