3 6 Ke·2025-08-19 23:34Core Viewpoint - Kuaishou's top influencer, Xinba, announced his departure from the live streaming industry due to health issues, coinciding with controversies surrounding his brand "Cotton Password" [1][2][3] Group 1: Xinba's Departure - Xinba cited severe lung health problems as the reason for his exit, revealing a history of bronchitis and alarming medical assessments [2] - This is not Xinba's first announcement of leaving the industry; he has made similar claims multiple times in the past [2] - The timing of his departure raises questions about its connection to the "Cotton Password" sanitary napkin controversy, which has been labeled as potentially carcinogenic [3] Group 2: Brand Controversy - The "Cotton Password" brand, which Xinba claims to have developed, faced backlash after reports indicated that 7 out of 10 samples tested positive for thiourea, a substance linked to health risks [3][4] - Despite the controversy, Xinba's brand achieved significant sales, with approximately 799,000 units sold and an estimated revenue of 140 million yuan in the past six months [4] Group 3: Business Strategy Shift - Xinba has significantly reduced his live streaming frequency, indicating a shift in business focus towards a more corporate structure [7] - The relocation of Xinba's company headquarters from Hangzhou to Guangzhou suggests a strategic realignment and resource integration [7] - Xinba's transition from a leading influencer to a more behind-the-scenes role aligns with broader trends in the industry, where many top streamers are stepping back from direct selling [7] Group 4: Performance Metrics - In the past six months, Xinba's live streaming sessions were limited, yet he generated an estimated sales total of 5.256 billion yuan, ranking second on the Kuaishou platform [5][10] - The data indicates a significant drop in the beauty and personal care category's contribution to Xinba's sales, reflecting a strategic reduction in product offerings [6][9] Group 5: Industry Context - The live streaming industry is facing increased regulatory scrutiny, with new guidelines being proposed to ensure compliance and reduce risks associated with influencer marketing [12][13] - The evolving regulatory landscape necessitates that brands, platforms, and influencers carefully navigate compliance to maintain consumer trust and ensure sustainable growth [13]