The internet and live e-commerce have dramatically altered consumer demand and behavior. This paper examines live e-commerce’s backdrop, studying symbolic consumption theory with Dong Yuhui as a case. A survey probes consumption symbols in live streams, constructs a framework, and explores their impact on streaming outcomes. It analyzes the essence of consumption—pursuing personal traits, social identity, and emotional resonance—through consumption phenomena. Based on findings, it proposes strategies for live e-commerce’s sustainable growth in language, image, identity IP, emotional bonds, and scenario design, guiding hosts and platforms to craft personalized discourse, shape images, build brands, deepen emotional connections, and foster integrated environments for industry health.