三只羊想复出，自营APP在多家平台上架，到底是翻盘还是独角戏？

Core Viewpoint - The return of "Crazy Little Yang" with his self-operated app "Xiao Yang Zhen Xuan" highlights the challenges faced by top influencers in the e-commerce space, as initial engagement numbers starkly contrast with past successes, raising questions about the sustainability of influencer-driven self-operated businesses [1][3]. Group 1: Performance and Reception - The first live stream of "Xiao Yang Zhen Xuan" attracted only 89 viewers, a significant drop from previous streams that often reached millions [1]. - Despite the app trending on multiple platforms upon launch, the reality is grim, with the best-selling product showing only "200+" sales and many items recording single-digit or zero sales [3]. - User comments during the live stream indicate a lack of trust in "Crazy Little Yang," with many questioning when he would return, reflecting a loss of confidence due to past controversies [3]. Group 2: Industry Challenges - The struggles of top influencers transitioning to self-operated e-commerce are not unique, as seen with other influencers like Xin Ba and Li Jiaqi, who have faced similar challenges in establishing successful self-operated platforms [5]. - Even successful transitions, such as that of Dongfang Zhenxuan, are burdened by high marketing costs and low profit margins, indicating the difficulty of maintaining profitability in this space [5]. - The need for a robust supply chain and quality control is emphasized, as many influencer teams lack the necessary infrastructure and only react to issues post-factum [5]. Group 3: Market Dynamics - The shift towards self-operated models appears to be a forced response to changing platform dynamics, where major platforms like Douyin are reducing the bargaining power of top influencers [6]. - Consumer sentiment is shifting, with a significant percentage of buyers reporting quality issues with products recommended by influencers, leading to permanent distrust for some [6]. - The overall conclusion drawn from the situation is that the future of live e-commerce may not lie in building personal brands but rather in providing high-quality products at lower costs [8].