Northeast Yu Jie: Bro, That's Awesome

This book tells the story of Wang Yu, a livestream shopping host, and how she built a vast fan empire called the Gagaxiang Family in the online world with her unique “emotional marketing” approach. She knows how to play on people’s feelings, using a series of carefully planned livestream performances to portray herself as a “saint” who “sacrifices everything” for her fans.

With her team’s help, Wang Yu skillfully deploys sob stories, gratitude campaigns, and emotional blackmail, getting her fans to eagerly pay for high-priced cosmetics, personal care products, and even international luxury brands, despite prices that are “lowered on the surface but raised in reality.” This is not only an examination of the livestream shopping industry, but also a vivid portrait of human nature, emotional manipulation, and the pursuit of wealth. Where will Sister Yu’s “legend” lead amid all the noise and frenzy?

The net of justice is vast, yet no one escapes.