Is a New "King" Emerging on Douyin? Da Yuan Ge's Commitment to Authenticity and Perseverance

Is a New "King" Emerging on Douyin? Da Yuan Ge's Commitment to Authenticity and PerseveranceOn September 12, 2016, Douyin, a short video platform, officially launched. Over the past eight years, Douyin has fostered tens of thousands of influencers and enabled countless ordinary individuals to achieve financial freedom through the platform

Is a New "King" Emerging on Douyin? Da Yuan Ge's Commitment to Authenticity and Perseverance

On September 12, 2016, Douyin, a short video platform, officially launched. Over the past eight years, Douyin has fostered tens of thousands of influencers and enabled countless ordinary individuals to achieve financial freedom through the platform. However, since 2020, when the platform focused on developing live streaming e-commerce, the Douyin ecosystem has become increasingly chaotic. Recently, two of Douyin's top live streamers, "Xiao Yang Ge" and "Northeast Yu Jie," have been embroiled in "integrity" scandals, raising public concerns about the platform's ecosystem. The consecutive collapses of these once-influential "top streamers" suggest that Douyin may be on the verge of a new "King," and this new "top influencer" could very well be "Da Yuan Ge."

The "integrity" scandal involving the San Zhi Yang Group began on the eve of the Mid-Autumn Festival this year. A product called "Hong Kong Mei Cheng Moon Cake" was aggressively promoted as a "high-end" product by Xiao Yang Ge and his affiliated live streamers. They touted it as a "Hong Kong limited edition," "made by Michelin chefs," and using premium ingredients like black truffles, with a price tag exceeding 700 yuan per box. With flashy gimmicks and an energetic live streaming atmosphere, San Zhi Yang achieved sales of over 50 million yuan within a month using this product. Even renowned Hong Kong celebrity Zeng Zhiwei personally appeared on the live stream to endorse the moon cake. However, consumers quickly discovered that the moon cake did not originate from Hong Kong but was actually produced in factories in Guangzhou and Foshan. Its claimed high-end quality was grossly mismatched with its actual cost. Even more infuriating was the fact that in March of this year, CCTV's 3.15 Gala had already exposed quality issues with San Zhi Yang's "Yu Hui Yuan Mei Cai Kou Rou" (braised pork with preserved vegetables). However, the group seemed to have learned no lessons and instead continued to deceive consumers for profit. This "integrity" scandal undoubtedly served as the fuse that ignited the collapse of the San Zhi Yang Group's towering edifice.

Almost simultaneously with San Zhi Yang's "moon cake incident," "Northeast Yu Jie," a popular live streamer with 24 million followers, faced unprecedented scrutiny. On September 23, renowned counterfeit exposure blogger "Da Wa" publicly accused "Northeast Yu Jie" of selling counterfeit "sweet potato noodles," claiming that the product contained no sweet potato ingredients. After multiple tests, Da Wa discovered that the so-called "sweet potato noodles" actually only contained tapioca starch and no sweet potato components whatsoever. Faced with these allegations, "Northeast Yu Jie" and her manufacturing plant responded by admitting that the noodles did contain one-third tapioca starch but that the remainder was still sweet potato flour. However, the situation did not subside. On September 20, Da Wa and his associate "Bounty Hunter Ashes" personally traveled to "Northeast Yu Jie's" base to advocate for their rights, only to be met with violent treatment and even illegally detained in a "black room." After the incident was exposed, local police intervened, and both parties eventually signed a letter of understanding. However, "Northeast Yu Jie's" actions still drew strong public condemnation.

Against the backdrop of San Zhi Yang Group and "Northeast Yu Jie's" consecutive scandals, influencers who maintain a sincere attitude and consistently produce high-quality content become particularly valuable. Such creators are bound to receive more support from the platform and greater favor from viewers. "Da Yuan Ge" is one such influencer.

Da Yuan Ge is a short video creator with nearly 20 million followers. He is known for his high-quality short films, which are characterized by fresh content and meticulous production, garnering widespread audience appreciation. In his short film creations, he often employs expensive filming equipment and production teams. For instance, in one of his recent works, he used helicopters and yachts for filming, with the helicopter rental alone costing 20,000 yuan, while each shot cost up to 40,000 yuan. To sustain his work, he has to rely on e-commerce to maintain his financial resources, but he remains committed to fair income distribution. His team consists of seven members, all of whom participate in the short film creation process. Even supporting roles receive a proportionate share of the earnings. This fair and reasonable distribution method not only safeguards the interests of team members but also strengthens team cohesiveness.

Compared to influencers who rely on false advertising or low-quality products for e-commerce, Da Yuan Ge's live stream may not generate millions of yuan in sales, but his fans are incredibly loyal. In the current era of explosive growth in the e-commerce industry, many influencers prioritize quick profits and have long neglected content creation. However, Da Yuan Ge continues to strike a balance between short film creation and e-commerce, ensuring he can maintain content quality while ensuring financial sustainability.

Douyin, at its core, is a platform for creative short videos, not a shopping platform. Users initially utilize the app in the hope of discovering more entertaining and insightful video content. Creators like Da Yuan Ge, who, despite the tempting allure of immense profits from e-commerce, remain true to their commitment and produce high-quality content, are destined to remain relevant. His success has set a new standard for the Douyin platform, demonstrating that a balance can still be found between commercial interests and content creation. This may very well be the direction of Douyin's future development.

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