辛巴退场，超头主播时代渐远

Core Viewpoint - The departure of Xinba from the live streaming industry marks a significant shift away from the era of super anchors, reflecting broader challenges and changes within the live commerce sector [1][2]. Group 1: Industry Changes - Xinba announced his exit from the live streaming industry due to health reasons, with his company, XinXuan Group, being taken over by his wife, Chu Ruixue [1]. - The live commerce industry is witnessing a trend of de-emphasizing super anchors, as evidenced by the decline in support for individual influencers and a shift towards a more corporate and professional model [1][2]. - The era characterized by rapid growth and the dominance of super anchors is coming to an end, with increasing regulatory scrutiny and a slowdown in growth [2]. Group 2: Challenges Faced - The live commerce sector is facing systemic risks, including declining influence and purchasing power of super anchors, leading to a consensus among stakeholders to mitigate these risks [1]. - Consumers are becoming disillusioned with the live streaming experience, realizing that low prices offered by super anchors do not guarantee quality or a good shopping experience [2]. - The role of anchors has evolved from being a bridge between production and consumption to becoming a controversial middleman, raising concerns about product quality and the sustainability of the business model [2]. Group 3: Future Directions - The industry is expected to transition from a focus on individual influencers to a focus on professionalism and expertise, with platforms regaining control over traffic distribution [2]. - There is a push for resetting selection rules and empowering competitive brands to reclaim their voice, ultimately benefiting consumers through improved supply chain practices [2].