KUAISHOU(HK:01024) Cai Jing Wang·2025-08-22 06:40Core Viewpoint - Kuaishou's top streamer Xinba announced his permanent exit from the live streaming industry due to severe lung health issues, coinciding with his brand "Mian Mima" facing a health controversy, highlighting the uncontrollable risks and decentralization trends in the live streaming sector [1][4]. Group 1: Xinba's Exit Announcement - Xinba, a controversial figure in China's e-commerce, created the "818" shopping festival, which generated over 2.7 billion yuan in sales last year [2]. - This year, during the "818" live stream, Xinba did not promote any products and instead shared his emotional farewell, contrasting sharply with previous years' promotional efforts [2]. - This marks Xinba's first transfer of management rights to his wife, signaling a potential genuine exit from the industry [3]. Group 2: Health Concerns - Xinba revealed that his lung health has severely deteriorated, with doctors warning that his lung condition resembles that of a 95-year-old, indicating a serious health crisis [3]. - The incident raises alarms about the sustainability of the high-pressure work environment for live streamers, prompting a need for industry-wide reflection on health management practices [3]. Group 3: Brand Controversy - Xinba's brand "Mian Mima" is embroiled in a health scandal involving high levels of a carcinogenic substance in its sanitary products, leading to consumer complaints [4]. - The brand has responded by asserting compliance with national standards and emphasizing product safety, while industry experts have defended its reliability [4]. Group 4: Industry Implications - Xinba's exit could lead to a short-term decline in Kuaishou's GMV, as he previously accounted for 30-40% of the platform's live commerce sales [5]. - Kuaishou is adapting its strategy by supporting mid-tier streamers and launching initiatives to enhance their visibility and sales performance [6]. Group 5: Decentralization Trends - The live streaming industry is experiencing a shift towards decentralization, with a growing number of controversies surrounding top influencers, prompting platforms to reduce reliance on them [7]. - Future trends in the industry are expected to focus on decentralization, brand quality, and technology-driven content, moving away from the heavy reliance on star streamers [8][9].