辛巴为何突然“不播了”？单场21亿销售神话终结

Core Viewpoint - The article discusses the permanent exit of the popular live-streaming e-commerce influencer Xinba (Xin Youzhi) from the industry, primarily due to health issues, marking the end of a controversial yet impactful career in live commerce [3][4][5]. Group 1: Exit Announcement - Xinba announced his permanent withdrawal from the live-streaming industry on August 18, citing severe health problems, including bronchitis diagnosed at age 24 and a current lung condition equivalent to that of a 95-year-old [9][10]. - This marks Xinba's third retirement announcement, with previous attempts in 2021 and 2024 being short-lived [9][10]. Group 2: Background and Rise - Xinba's journey from a poor rural background in Heilongjiang to becoming a leading figure in live commerce is highlighted, showcasing his struggles and eventual success in the industry [12][15]. - He gained fame on Kuaishou, leveraging his genuine personality and engaging with fans, which led to significant sales, including a record single-day sales of 2.1 billion yuan during the Double Eleven shopping festival in 2019 [17][19]. Group 3: Business Transition - Following his exit, Xinba transferred his account with 100 million followers to his wife, Chu Ruixue, who will take over the management of Xinxuan Group [6][10]. - Chu Ruixue has been associated with multiple companies, with the couple holding shares in a listed company, indicating a continued presence in the business landscape despite Xinba's departure from live streaming [21][23]. Group 4: Industry Impact - Xinba's story reflects the broader narrative of the live commerce industry, illustrating the rapid rise and fall associated with the pressures of fame and health consequences [24][25]. - His exit signifies a potential shift in the live commerce landscape, as he was a pivotal figure who influenced consumer behavior and the dynamics of the industry [23][24].