Core Viewpoint - The article discusses the recent announcement by the prominent live-streaming influencer Xinba regarding his withdrawal from the live-streaming industry, highlighting the personal and professional challenges he faces, including health issues and controversies surrounding his brand [4][5][22]. Group 1: Xinba's Career and Challenges - Xinba has announced his exit from the live-streaming industry, stating he can no longer manage the demands of this role due to health issues, specifically severe lung problems [4][5]. - This is not Xinba's first announcement of withdrawal; he has previously declared similar intentions multiple times, often following controversies or conflicts within the industry [21]. - Despite his success, including significant revenue generation and a massive following on platforms like Kuaishou, Xinba has faced numerous controversies, such as the "cotton password" sanitary napkin incident, which raised health concerns [11][25][31]. Group 2: Industry Dynamics - The live-streaming industry is evolving, with a noticeable shift from the "wild west" style of early live commerce to a more structured environment, where store-based live streaming is gaining traction [37][46]. - Recent data indicates that by early 2025, 69% of merchants using live streaming for sales will be store-based, with over 1,000 merchants achieving sales exceeding 100 million yuan [38]. - The article suggests that the era of super influencers dominating the market is coming to an end, as evidenced by the decline in viewership and engagement for top streamers like Dong Yuhui and Xinba [40][44].

Core Viewpoint - The article discusses the challenges and strategies of prominent Chinese livestreamers, such as Xiao Yang and Li Jiaqi, as they explore overseas markets, highlighting their different approaches and the difficulties they face in monetization and brand recognition [4][10][14]. Group 1: Livestreaming Strategies - Xiao Yang's disciple, "Red Light Green Light Huang," is testing entertainment-based livestreaming on TikTok, achieving significant viewer engagement [4][9]. - Li Jiaqi's company, 美ONE, focuses on signing local influencers in Indonesia to establish a more grounded approach to market entry [4][10]. - The contrasting styles of Xiao Yang and Li Jiaqi represent two distinct strategies for overseas expansion: entertainment-driven versus professional sales [4][10]. Group 2: Market Challenges - Both livestreamers face significant hurdles in overseas markets, including brand recognition and the effectiveness of local influencers [13][14]. - The performance of local influencers, such as Riccie Nick, has been underwhelming, with low sales figures compared to expectations [11][12]. - The lack of control over non-affiliated influencers poses a challenge for 美ONE in achieving desired sales outcomes [11][15]. Group 3: Economic Context - The domestic market for livestreaming has become increasingly competitive, with major brands experiencing significant sales declines, prompting a search for new growth opportunities abroad [21][22]. - The article notes that the average transaction value in the Indonesian beauty market is low, complicating the monetization efforts for 美ONE [15][22]. - The shift towards overseas markets is seen as a necessary strategy for growth, especially as domestic sales stagnate [23][25]. Group 4: Supply Chain and Infrastructure - 美ONE's partnership with Alibaba's international platform provides logistical support for its overseas operations, enhancing its ability to fulfill orders [23][25]. - Xiao Yang's team can leverage local supply chains in Anhui province, which are well-suited for cross-border e-commerce [25]. - The integration of cross-border e-commerce with local industry strengths is viewed as a key driver for future growth in international markets [25].

Core Insights - The article discusses the different strategies employed by top livestreamers Xiao Yang Ge and Li Jiaqi as they explore overseas markets, particularly focusing on their unique approaches to engaging international audiences [1][4][11]. Group 1: Livestreaming Strategies - Xiao Yang Ge's apprentice, "Red Green Light's Huang," has successfully entered TikTok's overseas market with an entertaining livestream style, quickly gaining popularity and ranking among the top ten livestreams [2][7]. - In contrast, Li Jiaqi's company, MeONE, adopts a more localized approach by signing local influencers in Indonesia, with 13 signed influencers, four of whom have over 5 million followers [3][11]. - The differing styles of Xiao Yang Ge and Li Jiaqi reflect two distinct strategies for international expansion: one focusing on entertainment-driven sales and the other on professional product recommendations [4][11]. Group 2: Market Challenges - Both livestreamers face significant challenges in monetizing their brands overseas, as their domestic popularity does not guarantee success in foreign markets [4][18]. - The performance of local influencers signed by MeONE has been underwhelming, with one influencer generating only approximately 4400 RMB in a recent livestream, indicating difficulties in achieving desired sales metrics [12][13]. - The article highlights the struggle of both Xiao Yang Ge and Li Jiaqi to maintain brand recognition and effectiveness in overseas markets, with Xiao Yang Ge's brand facing issues due to past controversies [15][18]. Group 3: Supply Chain and Market Dynamics - The article notes that while both companies have extensive brand supply chain resources in China, these advantages do not translate effectively to overseas markets [20][31]. - The Indonesian market presents unique challenges, including lower average transaction values, which complicate the implementation of brand marketing strategies [19][24]. - The article emphasizes the importance of adapting to local market conditions and consumer preferences, as evidenced by the varying success of different livestreaming styles and product offerings [32][33].