A collection of distilled, reusable methodology skills extracted from top KOL (Key Opinion Leader) livestream sales practices.
Editorial mark: by 奇点社科 SSH
Knowledge-based livestream sales methodology distilled from Dong Yuhui's practice — the creator of China's "knowledge-style" livestream commerce who grew from a New Oriental English teacher to a 21B+ RMB annual GMV super-anchor.
What it covers (11 chapters):
| Ch. | Module | Description |
|---|---|---|
| 0 | Input/Output Spec | Structured YAML input format + 7-piece output deliverable set |
| 1 | Core Philosophy | Knowledge-based selling vs traditional selling; 3-layer value delivery |
| 2 | Persona Building | Persona pyramid, fan ecosystem, anchor matrix cultivation |
| 3 | Copywriting Methodology | Golden 5-step structure, 5 rhetoric weapons, category-specific strategies, classic case studies |
| 4 | Livestream Process | Stream structure, pacing, price anchoring, interaction templates, 4-step product intro |
| 5 | Product Selection | Category matrix, business model, story-score 5D evaluation (25-point scale) |
| 6 | Content Matrix | 4 IP columns (Travel / Interview / Reading / Lifestyle), cross-border models |
| 7 | Key Metrics | GMV milestones, per-session averages, growth trajectory |
| 8 | Anti-Patterns | Copywriting, livestream, and selection taboos with correct alternatives |
| 9 | Checklists | 4 reusable checklists (copywriting, livestream, persona, selection) |
| 10 | Use Cases | 6 application scenarios |
product:
name: "Yunnan Pu'er Ancient Tree Tea Cake"
price: "268"
specs: "357g tea cake"
selling_points:
- "300-year-old ancient tea trees"
- "Hand-rolled, sun-dried"
- "Natural aging, improves with time"
origin: "Jingmai Mountain, Yunnan"
craft: "Hand-picked one-bud-two-leaves, stone-pressed"
target_audience:
age: "30-50"
profile: "Urban professionals with cultural taste"
stream_context:
slot: "Love Life (daily commerce)"
time: "Evening"
duration: "12"Follow the SKILL.md pipeline to produce the 7-piece output set:
1. Mode Assessment → Knowledge-style, 3-layer value design
2. Persona Match → Which persona facets to emphasize this session
3. Selection Score → 5-dimension story score (target: >= 15/25)
4. Full Copy → Golden 5-step structured sales copy
5. Stream Timeline → Minute-by-minute broadcast plan
6. Interaction Presets → 3-5 predicted comments + response scripts
7. Self-Check Report → 4 checklists with pass/fail per item
Step 1 — Regret Resonance: "How long has it been since you sat down in total silence?"
Step 2 — Knowledge Anchor: "In 862 AD, the Tang dynasty book Manshu first recorded Yunnan tea..."
Step 3 — Sensory Scene: "The second pour comes out amber. Hold it under your nose — dates, old wood, the smell of mountain soil after rain..."
Step 4 — Natural Transition: "This cake comes from that exact mountain. Jingmai, 1400 meters elevation..."
Step 5 — Value Elevation: "268 yuan buys you more than 357 grams of tea. It buys you a reason to slow down for twenty minutes every day."
Regret Resonance → Personal Experience → Sensory Scene → Natural Transition → Value Elevation
Core principle: Never mention product specs. Let scenes and emotions create desire.
| Weapon | Effect | Technique |
|---|---|---|
| Parallel Structure | Rhythm + emotional escalation | "I haven't taken you to see..." x4 then "But I can..." |
| Space-Time Jump | Expand imagination | Daily life vs. distant world juxtaposition |
| Knowledge Anchor | Build trust + depth | Civilization history narrowing to an everyday moment |
| Self-Deprecating Humor | Remove sales pressure | Self-mockery, absurd analogy, product punchline |
| Synesthesia | Awaken body memory | Sensory contrast (hot apartment vs. mountain moonlight) |
| Traditional Hard Sell | Knowledge-Style Soft Sell |
|---|---|
| "3-2-1 buy now!" | "If you'd like to try, the link is below." |
| "Only 5 left!" | "268 / 40 brews = less than 7 yuan each" |
| Countdown timer | Value reframing |
| FOMO pressure | Emotional identification |
5 dimensions, 1-5 points each, 25 total:
Origin Story + Craft Story + Cultural Story + Emotional Story + Sensory Story
20-25 Perfect fit → Priority scheduling
15-19 High fit → Normal scheduling
10-14 Needs augment → Anchor must create the story
5-9 Low fit → Replace or use as filler only
<5 Not compatible → Do not list
- List product parameters and specs directly
- Use hard-sell tactics ("last X units", "countdown starts")
- Attack competitors
- Use unverified facts or misquoted classics
- Over-dramatize or force tears
- Play background music with countdown timers
- Rush products under 3 minutes each
- Accept products with story-score below 10
| Scenario | How to Use |
|---|---|
| Livestream copywriting | Follow golden 5-step structure + rhetoric weapons |
| Anchor training | Use 4-step product intro + stream pacing template |
| Brand content planning | Apply "knowledge + emotion + product" framework |
| Product selection | Score candidates with 5-dimension evaluation |
| AI copy generation | Use structure + cases as prompt templates |
| Personal IP building | Reference persona pyramid for brand construction |
kol/
README.md # English README
README_CN.md # Chinese README
dong-yuhui-sales-mastery/
SKILL.md # Complete methodology (v1.1.0)
- Digitaling: Dong Yuhui Copywriting Analysis
- 36Kr: From 10B to 20B — What Dong Yuhui Did Right in 2025
- De Gruyter: Discourse Analysis of Knowledge-Based Live Streaming
- Frontiers: Anchor Characteristics and Consumer Purchase Intention
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