Recently, netizens spotted a listing that’s been turning heads: the Yujie E-Commerce Live Streaming Incubation Base in Benxi, Liaoning, is up for sale. When our reporters reached out to the seller for confirmation, the verdict was clear—the “Liaoning Yujie E-Commerce Live Streaming Incubation Base” building on Changjiang Road in Benxi Manchu Autonomous County is being sold as a whole package for 35 million yuan. This property belongs to internet celebrity “Northeast Yujie,” whose real name is Chang Xiaoyu. The building spans roughly 11,000 square meters and includes residential units, office spaces, warehouses, and other mixed-use facilities—all zoned for commercial use. Interestingly, this listing has been live for at least two months now, and no confirmed buyer has stepped forward yet.
Here’s the backstory: “Northeast Yujie” originally snapped up this property for around 18 million yuan, with about 12 million of that financed through a bank loan that’s due to be fully repaid by 2027. On paper, the 35 million yuan asking price looks like a solid win—that’s 17 million yuan more than what she paid. But when you factor in the remaining loan principal and interest, the hefty renovation costs, the fact that the building has sat empty for nearly two years, plus taxes and maintenance fees throughout the holding period, the actual profit margin is razor-thin. Local shopkeepers nearby confirm the building has been vacant for over a year now, with lights flickering on only occasionally. The once-ambitious live streaming incubation plans? Completely shelved.
For those who need a refresher: Northeast Yujie, born Chang Xiaoyu in Benxi Manchu Autonomous County, Liaoning, shot to fame on Douyin with her raw, unfiltered videos of rural life in China’s northeast. At her peak, she boasted over 24 million followers, commanding 1 million yuan for 21-60 second video ads and 1.2 million for anything longer—making her the undisputed queen of the agriculture-and-rural-content niche. Starting in 2023, she pivoted hard into live commerce, pushing local northeastern farm products and pulling in millions per session. Her team ballooned from a handful of folks to over 50 people, handling everything from content creation and editing to operations, customer service, after-sales, and even mentoring a roster of disciple accounts—Liangzi, Paisi, Cuihua, and others—each racking up millions of followers in their own right.
It was at the absolute peak of this empire-building phase that Yujie’s team greenlit the e-commerce incubation base project. In August 2024, Liaoning Yujie E-Commerce Live Streaming Incubation Base Co., Ltd. was officially registered, with Chang Xiaoyu as legal representative and 3 million yuan in registered capital. The largest shareholder? Liaoning Yuhui Agricultural Technology Development Co., Ltd., helmed by her husband Bai Guohui. The grand vision was to turn this building into a one-stop regional e-commerce hub—offices, live streaming studios, warehousing, training facilities, the works. It was supposed to supercharge her own sales operation while also grooming local talent and connecting farmers to supply chains, transforming her personal brand into a sustainable business ecosystem.
But then came the sweet potato vermicelli scandal that derailed everything. In September 2024, a product watchdog posted videos claiming the sweet potato vermicelli sold in Yujie’s live streams contained zero actual sweet potato—just cheap cassava starch masquerading as the real deal. The backlash was swift and brutal. Regulators stepped in, confirming that Yujie Media had signed a promotional deal with Chaoyang County Liuhe Vermicelli Manufacturing Co., Ltd. and had pushed the product on air, constituting false advertising. By October 2024, the Benxi County Market Supervision Administration hit Yujie Media with a penalty: confiscation of illegal earnings plus a 1.65 million yuan fine. The manufacturer, meanwhile, was slapped with a combined 6.72 million yuan in fines and confiscations. On top of that, Douyin suspended Yujie’s main account and pulled her live streaming privileges.
Once the account went dark, the entire team lost its lifeblood traffic source. Disciple accounts saw their sales numbers plummet, and the e-commerce engine that depended on the main IP’s pulling power shrank fast. The incubation base—barely operational before the storm hit—ground to a halt. Dozens of planned live streaming rooms, product selection centers, and warehouse spaces sat unused, generating zero of the expected returns. Over the nearly two years since, Yujie’s team has tried multiple comebacks: launching side accounts, having disciples appear on camera, you name it. But platform scrutiny and user backlash have made every attempt short-lived.
Fast forward to today: it’s been nearly two years since the “vermicelli incident” silenced her account. This building—once the cornerstone of Yujie’s grand ambition to become a serious industry player—now carries only mounting costs. With no live streaming revenue coming in, the monthly loan payments keep piling up, and the repayment deadline of 2027 looms ever closer. Selling now isn’t a victory lap; it’s a necessary damage-control move. According to Tianyancha App, the company operating this building, Liaoning Yujie E-Commerce Live Streaming Incubation Base Co., Ltd., is still technically in active status. But the dream? That’s been on the market for a while now.
