Donhuang Chenshuan: Star Streamers Dropped, Four Resign

Donhuang Chenshuan’s Strategic Shift: Star Streamers Dropped, Four Resign

On April 27, 2026, it was reported that four popular live streamers at Chinese live-stream commerce platform “Donhuang Chenshuan” resigned one after another. This occurred after the departure of Dong Yuhui, one of the company’s founding members, sparking speculation on social media about a possible decline in corporate morale. However, industry insiders suggest that these resignations are part of a strategic shift, as the company steers away from relying on “star streamers” and pivots towards highlighting the platform itself as the core identity.

Background: The End of the Star Streamer Era and Platform Independence

Donhuang Chenshuan was established in 2021 as a subsidiary of New Oriental Education & Technology Group, transitioning from the education sector to live-stream commerce. The company experienced rapid growth by leveraging charismatic streamers like Dong Yuhui, but this business model came with inherent risks. The departure or scandals of streamers could undermine the platform’s overall credibility.

Indeed, Dong Yuhui’s resignation in 2023 caused a significant stir, impacting both the company’s stock value and its brand image. Learning from this experience, the company has clarified its strategy to shift away from a streamer-centric model. Specifically, it is pursuing a “de-starification” strategy, which involves reducing dependency on individual streamers’ names and instead emphasizing the platform’s quality and reliability.

Core Strategy: Transitioning into a Platform-Centric Model Like Sam’s Club or Costco

Recent developments indicate that Donhuang Chenshuan is not merely replacing its streamers but is actively redefining its corporate positioning. Recent news highlights the company’s focus on developing health foods and customized products while strengthening its supply chain. This strategy draws inspiration from companies like Sam’s Club, Costco, Pangdonglai, and Aldi.

These retail chains attract customers not through influencers or streamers but by building their brand and quality. For example, Costco’s membership model provides high-quality private-label products, while Pangdonglai is known for its customer-centric store management in China’s regional markets. Similarly, Donhuang Chenshuan aims to grow by creating an environment where customers are drawn in by the quality of its products and trust in the platform, even in the absence of star streamers.

Eliminating the reliance on streamers becomes necessary because a business model dependent on individual personalities is less sustainable. While streamers can attract short-term attention, they come with high costs and the risk of departure. On the other hand, a platform-centric model focuses on product quality, competitive pricing, and user experience, enabling stable growth. Donhuang Chenshuan is working to establish a system where users feel confident buying products without needing a streamer to influence their decision.

Industry Impact: Transforming the Future of Live-Stream Commerce

Donhuang Chenshuan’s strategic shift could have a ripple effect across China’s live-stream commerce industry. So far, the industry has heavily relied on star streamer-driven models, with top streamers generating tens of billions of yuan in sales. However, this model is fraught with risks, including the potential for scandals or resignations, which can destabilize platforms.

This move by Donhuang Chenshuan could prompt other platforms to follow suit. For instance, Taobao and Douyin may also transition away from streamer-centric models toward strengthening their platform ecosystems. This shift could signal a broader industry trend from relying on “streamer capabilities” to focusing on “platform capabilities,” potentially heralding a more mature phase for the industry.

Moreover, this strategy offers significant benefits for consumers. Platforms that do not depend on streamers can provide greater consistency in product quality and pricing, enhancing user experience. For example, companies like Sam’s Club and Costco have succeeded in building customer loyalty through high-quality, member-exclusive products. Similarly, Donhuang Chenshuan aims to establish itself as a trustworthy platform that attracts users even without star streamers, paving the way for long-term growth.

Challenges and Outlook: The Difficulty of Building a Brand and Attracting Users

Of course, this strategy is not without challenges. Transitioning to a model that doesn’t rely on streamers requires significant time to build a brand. While companies like Sam’s Club and Costco have spent decades cultivating their reputations, Donhuang Chenshuan has only been in the live-stream commerce sector for a few years. Additionally, competition in China’s market is fierce, and differentiation from other platforms is essential.

Another challenge lies in changing consumer behaviors. Traditionally, many Chinese consumers have purchased products based on streamer recommendations. Under a platform-centric model, users will need to explore products independently. Donhuang Chenshuan must use algorithms and personalized recommendations to engage users effectively.

Looking ahead, if Donhuang Chenshuan succeeds in implementing this strategy, it could set a new benchmark for the live-stream commerce industry. A model that eliminates reliance on streamers could reduce risks and enable sustainable growth. Furthermore, this shift could influence China’s retail industry as a whole, accelerating the rise of platform-centric enterprises.

Conclusion: From the Era of Star Streamers to the Era of Platforms

The resignation of four streamers at Donhuang Chenshuan is not just a personnel change but a symbol of a strategic transformation. The company is moving away from star streamers, aiming to position the platform itself as the primary source of trust. This approach, inspired by retail chains like Sam’s Club and Costco, has the potential to reshape the future of the live-stream commerce industry.

All eyes are now on whether Donhuang Chenshuan can fully realize this strategy. The success of a platform that does not depend on streamers will depend on product quality, competitive pricing, and user experience. However, this move undoubtedly signals a paradigm shift in live-stream commerce and could become a pivotal turning point for the industry as a whole.