Produced by Radar Finance Text | Ding Yu Editor | Meng Shuai
On November 4, Dong Yuhui released a video on his new account “He and Chunshi Flagship Store”, announcing the official launch of his own brand He and Chunshi. As of press time, the number of fans on this account has exceeded 900,000.
“Grain and spring time” implies the image of spring seedlings breaking ground and growing. Dong Yuhui hopes that the beginning of a new brand can implement real consumer needs and make products well from the source.
Dong Yuhui mentioned in the official announcement video that the team has been deeply involved in the field of consumer goods for three years and has issued more than 700 million orders of products. As a result, the team received a large amount of front-line direct feedback from consumers and gained a deeper understanding of consumer demands.
At the same time, Dong Yuhui claimed that after going deep into many industrial belts and industries, he noticed that some cruxes had not been solved, and consumer demand could not be fully met by the supply chain. Therefore, he decided to try it himself to “make consumers more satisfied.”
雷达财经注意到，自“单飞”以来，与辉同行在直播带货领域稳健发展。 According to the “2026 Hurun China Top 100 New Traffic Forces List”, in the first half of this year, Dong Yuhui’s live broadcast room accumulated GMV of 14 billion yuan on the Douyin platform, ranking second among the top 100 institutions.
However, Dong Yuhui is still a “newcomer” when it comes to building self-operated products. Head anchors such as Li Jiaqi, Simba, and Xiao Yang Ge have all laid out their own self-operated brands one after another.
Dong Yuhui’s “former employer” Oriental Selection is one of the best. Currently, its self-operated product SPU has exceeded 1,000. And more than 80% of Oriental Selection’s revenue in fiscal year 2026 (12 months ending on May 31, 2026) comes from self-operated products.
Gained 900,000 fans in three days, and trusted assistant was reused
On November 4, Hehui Peer officially launched its own brand – Heyuchunshi. As of the evening of November 6, the number of followers of the Douyin account of Heyuchunshi flagship store has exceeded 900,000.
On the occasion of the official announcement of the new brand, the Heyuchunshi flagship store simultaneously announced that its first product, the Thousand Layer Cake Series, will be launched on the evening of November 5, including Musang King Golden Pillow Durian Thousand Layer and Pure Cocoa Butter Chocolate Thousand Layer.
In fact, before the official launch of its self-operated brand, Hehui Peer had already tried to intervene in the product production process and launched the “Customized by Hehui Peer” product series. The product packaging is printed with the logo of the brand owner and Hehui Peer customized. It currently covers categories such as grains, oils, snacks, and home fast-moving consumer goods.
Tianyancha shows that Heyuchunshi (Beijing) Technology Co., Ltd. was established in August 2026 with a registered capital of 10 million yuan. It is wholly owned by Zisan Province (Beijing) Technology Co., Ltd. and the actual controller of the company is Dong Yuhui.
The company’s business scope covers the wholesale and retail of fresh meat, aquatic products, fruits, vegetables, edible agricultural products, pet food and supplies, clothing, shoes and hats, cosmetics, jewelry, stationery, sporting goods and equipment, daily necessities and other products.
It is worth noting that the legal representative, director, and manager of He and Chunshi is Fang Chenglin. She has a close relationship with Dong Yuhui. The two are both alumni and colleagues.
Public information shows that Fang Chenglin graduated from Xi’an International Studies University majoring in English language and literature, and later joined Xi’an New Oriental. She served as the new teacher supervisor of the English project of Xi’an New Oriental High School. By 2020, she was already the teaching and research supervisor of the English project of Xi’an New Oriental High School.
Dong Yuhui graduated from the Tourism College of Xi’an International Studies University in 2015, majoring in English (Tourism), and later joined Xi’an New Oriental in 2016 as an offline English teacher.
According to a tweet posted by the public account “Xi’an High School English” in July 2016, the two may have known each other during the summer of 2016.
In 2021, Yu Minhong led a group of New Oriental teachers to start the transformation and resolutely devoted themselves to the live broadcast track. At that time, Dong Yuhui became the core anchor of Oriental Selection, and later became popular all over the Internet with his unique live broadcast format that combines bilingualism with literary narrative.
Some media said that Fang Chenglin later joined Oriental Selection together with Dong Yuhui, and followed Dong Yuhui all the way to Walk with Fai, and is now Dong Yuhui’s assistant and core confidant.
Dong Yuhui downplays his personal IP and has previously opened a “small account”
Radar Finance found out that Heyuchunshi is not Dong Yuhui’s first attempt to divest his personal IP from the name and create a second brand besides Heyuchunshi.
As early as the end of 2024, Dong Yuhui had established Lanzhi Chunxu (Xi’an) Technology Co., Ltd. to operate the “Lanzhi Chunxu” account. Dong Yuhui personally served as the company’s legal representative, director and general manager.
In July this year, Dong Yuhui established Lanzhi Chunxu (Xi’an) Cultural Communication Co., Ltd., with Fang Chenglin serving as the company’s legal representative, director, and manager.
Although Lan Zhichunxu was regarded by the outside world as a “small account” accompanying Hui in the early days, Dong Yuhui himself rarely appeared in the live broadcast room and was mainly responsible for cultivating the anchor team. As of press time, Lan Zhichunxu’s Douyin account has more than 6.5 million fans.
In terms of product categories, Lanzhi Chunxu mainly focuses on high-customer unit price products such as clothing and underwear, beauty and skin care, shoes, boots, and bags, which is somewhat different from the main categories of food and beverages, clothing and underwear, fresh fruits and vegetables, etc. that are the main products in the Youhui Peer Broadcasting Room.
Gray Dolphin data shows that in the past 30 days, the total sales of Lanzhi Chunxu’s live broadcast room have exceeded 10 million, and the number of new fans has exceeded 160,000. The main clothing categories accounted for “half of the live broadcast room”.
It is worth mentioning that according to Dong Yuhui’s plan, Lan Zhichunxu will do something different from that of traveling with Hui. “When conditions permit, do cultural and tourism things.”
When it was officially launched in July 2025, Lanzhi Chunxu officially announced the new program “Creators Please Turn on the Micro”, focusing on interviews with film creators.
It is reported that the first episode of the program was specially launched to celebrate the 120th anniversary of Chinese cinema, and two filmmakers Huang Jianxin and Jia Zhangke were invited.
According to Dong Yuhui, doing movie interviews is just the beginning of the account. In the future, it will also introduce a series of programs such as museums, science and technology museums, art museums, as well as performances, book explanations and other contents.
In the following more than a year, directors and creators of popular movies and TV series such as “Chang’an Lychee”, “Dongji Island”, “Langlangshan Little Monster”, “Protagonist” and so on came to Lanzhi Chunxu as guests.
At the end of July this year, Stephen Chow and the crew of “Kung Fu Girls” appeared in the live broadcast room and had a conversation with Dong Yuhui. Before the broadcast, the number of reservations exceeded 600,000. After the entire live broadcast, the total number of viewers on the entire network exceeded 30 million.
Being firmly in the top echelon of Douyin’s products, the road to self-operation is “surrounded by powerful enemies”
Public information shows that Walking with Fai will officially launch on January 9, 2024. On July 25 of the same year, Dong Yuhui and Yu Hui were selected to “fly solo” from Oriental.
According to statistics from Xin Dou, in the first year since its official launch, its Douyin account’s live broadcast room has accumulated 631 live broadcasts, with sales exceeding 10.2 billion yuan and cumulative orders exceeding 160 million. It has become Douyin’s live broadcast room with the highest estimated sales in 2024.
In 2025, Youhui Peer will continue to be firmly in the top echelon of Douyin live streaming products. According to third-party data cited by Blue Whale News, in 2025, the Youhui Tong account has gained 11.23 million followers, the number of live broadcasts has been reduced to 421, the average sales per game are as high as 50 million to 75 million yuan, and the average sales per game are 500,000 to 750,000.
If calculated at the lowest value, YoHui Peer’s live broadcast sales in 2025 will exceed 21 billion yuan, and its sales will exceed 210 million orders. Compared with the approximately 10 billion GMV in 2024, it has at least more than doubled.
Third-party data shows that in 2024, Yihui Peer’s top sales category is food and beverage, with a unit price of 10-50 yuan; smart home ranks third, with a unit price of 50-100 yuan, contributing about 11% of sales.
In 2025, the smart home category will rank first in live broadcast room sales, contributing approximately 19% of sales, with a unit price of 100-200 yuan. Followed by food, beverages and fresh food, accounting for about 16% and 13% of sales.
Entering 2026, Yonghui is still developing steadily. Feigua data shows that in the first five months of this year, the cumulative sales of the Youhui Peer live broadcast room exceeded 3 billion yuan, stabilizing the “old club” Oriental Selection.
According to the “2026 Hurun China Top 100 New Traffic Forces” released by Hurun Research Institute in late August, the total GMV of the top 100 institutions in the first half of 2026 will exceed 120 billion yuan, and is expected to exceed 240 billion yuan for the full year, an increase of more than 20% from last year.
According to estimates, there are three companies with GMV exceeding 10 billion yuan in the first half of the year, namely ONE (Mei Wan), Youhui Peer and Xinxuan Group.
Among them, the cumulative GMV of Youhui Peer and Lanzhi Chunxu on the Douyin platform in the first half of the year reached 14 billion yuan. Hurun Research Institute called it one of the most successful representatives of the “super individual” model.
Although it is far behind “juniors” and Hui Peer in terms of live broadcast sales data, Oriental Selection is more mature in the construction of self-operated product business, and this may also be one of Dong Yuhui’s motivations for founding Heyuchunshi.
Looking back on July 2024, Dong Yuhui “flew solo” from Oriental Selection, which once had a considerable impact on Oriental Selection’s performance. In fiscal year 2025, Oriental Selection’s revenue dropped 37.9% year-on-year to 4.392 billion yuan, while net profit attributable to the parent company plummeted 99.67% to 60 million yuan.
Since then, Oriental Selection has continued to promote the process of “de-anchoring IP” and shifted the company’s business focus more to self-operated products, supply chain and system construction.
At present, the above-mentioned measures of Oriental Selection have achieved initial results. In fiscal year 2026, the company’s revenue increased by 29.8% to 5.701 billion yuan; it recorded a net profit attributable to the parent company of 544 million yuan, a nearly 94-fold year-on-year increase.
According to Oriental Selection, as of May 31, 2026, its self-operated product SPUs have accumulated to 1,009, an increase of 277 from the same period last year.
Throughout fiscal year 2026, Oriental Selection’s total revenue from self-operated products reached 4.8 billion yuan, an increase of 37.4% from 3.5 billion yuan in the previous fiscal year.
In fact, many top anchors are currently injecting their personal IP influence into brand building. In addition to the Oriental Selection, Dong Yuhui’s He and Chunshi also face many opponents on the self-operated track.
Xiao Yang, who officially “came back” not long ago, changed the company’s official account “Three Sheep Network” to “Xiao Yang Zhenxuan” and announced that the company will gradually transform from an MCN company to an e-commerce company, focusing on brand building.
The beauty watch behind Li Jiaqi will launch the beauty wrist preferred Tmall flagship store in 2024. In June last year, Meizhixuan announced its “Anniversary Report Card”: the cumulative sales of 72 self-operated products across the network exceeded 2.5 million units, serving more than 1.5 million users.
Kuaishou’s head anchor Xinba’s self-operated layout was earlier. Xinxuan’s first private brand cotton password was born in 2018. Subsequently, it gradually developed dozens of private brands, including beauty and skin care brands Shemai, MRSIMBA and Benzhi, food brand Jianfeng Eaters, daily chemical brand Miaojiesi, etc.
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