Shifting Landscape in China’s Live E-Commerce Sector Provides Fresh Opportunities

Dong Yuhui of New Oriental has mounted an unexpected comeback through livestream e-commerce. (Source: New Oriental Education)

Recently, the hottest way to multitask on the Chinese internet has been to brush up on one’s English skills while buying promoted items on Douyin.

It might sound like an unlikely combo, but consumers in the country have been transf…