Core Viewpoint - The live e-commerce industry in 2023 has faced significant turmoil, with top streamers experiencing a series of controversies and public backlash, indicating a challenging environment for both platforms and influencers [1][2]. Group 1: Issues Faced by Top Streamers - Li Jiaqi, a leading figure in live commerce, faced severe backlash after controversial comments during a live stream, leading to a significant decline in his reputation [3][5]. - Other prominent streamers like Xinba and Crazy Little Yang have also encountered controversies, including negative remarks and product quality issues, contributing to a tumultuous year for the industry [1][12]. - Xinba has been involved in multiple scandals, including being banned from Douyin and making controversial statements about pre-packaged food for children, which have drawn public ire [2][12]. Group 2: Industry Dynamics and Conflicts - The live commerce sector is characterized by complex relationships and conflicts among top streamers, platforms, and brands, making it difficult for the industry to stabilize [17][25]. - Platforms are wary of the dominance of super streamers, as it undermines their control and bargaining power, leading to a push for a more balanced ecosystem [19][25]. - Despite the push for "de-headification," the industry continues to see the emergence of new conflicts, with brands often caught in the middle of disputes between streamers and platforms [25][26]. Group 3: Financial Performance and Market Trends - In 2023, top streamers like Crazy Little Yang and Xinba reported annual incomes of 3.2123 billion and 3.0553 billion yuan respectively, highlighting the lucrative nature of the industry despite ongoing controversies [26][27]. - The emergence of new influencers and the potential for international expansion, particularly into markets like TikTok, suggests that the competition will remain fierce in the coming years [28][32]. - The industry is witnessing a shift towards marketing and advertising revenue, with some companies focusing on training for overseas markets rather than direct sales [32].
年收入超30亿，杨哥和辛巴赚麻了