辛巴第五次“退网”,网红主播为何频翻车

Core Viewpoint - The announcement of the influencer Xinba's retirement from the live streaming industry has raised skepticism among fans due to his previous multiple retirement declarations, leading to questions about the authenticity of this decision [2][3] Group 1: Xinba's Retirement Announcement - Xinba announced his departure from the live streaming industry on August 18, citing health concerns, specifically that his lungs resemble those of a 95-year-old [2] - This marks Xinba's fifth announcement regarding retirement, with previous declarations made in April 2020, April 2021, November 2023, and April 2024, leading some to view it as a marketing tactic [2] Group 2: Impact on Supply Chain and Agents - The news of Xinba's retirement has caused significant concern among agents of his brand, Xin Xuan, who were relying on upcoming sales to clear unsold inventory [3] - Agents reported that unsold inventory from previous sales events, such as the '6.18' event, remained, and they were counting on the '8.18' live stream to help sell these products [3] Group 3: Health Concerns Related to Products - Xinba's retirement may be linked to health issues surrounding his brand's sanitary products, "Mian Mima," which were found to contain high levels of thiourea, a substance classified as a potential carcinogen [3][4] - The cumulative sales of "Mian Mima" over eight years reached 3.33 billion yuan, with reports of health issues among users, including thyroid cancer and other related conditions [3] Group 4: Industry Trends and Shifts - The live streaming e-commerce industry is undergoing a transformation, moving from reliance on individual influencers to a focus on brand-driven sales, as evidenced by the shift in strategies among major platforms [5] - The latest report from Douyin indicates that nearly 70% of merchants will generate income through self-broadcasting by 2024, reflecting a significant change in consumer behavior and platform strategies [5] - The success of brands like Dong Yuhui's Oriental Selection, which saw a 229% increase in stock price after shifting focus to supply chain and self-operated products, highlights the trend of prioritizing product quality over influencer appeal [5]