Core Viewpoint - The article discusses the potential return of a prominent live-streaming influencer, Xiao Yang Ge, after a significant hiatus due to controversies, highlighting the evolving landscape of the live-streaming e-commerce industry and the challenges of rebuilding trust with consumers [3][11][40]. Group 1: Industry Changes - The live-streaming e-commerce industry is transitioning from chaotic growth to more regulated operations, marked by increased scrutiny and compliance measures following controversies involving top influencers [18][41]. - The market is witnessing a shift towards "de-headification," with smaller and mid-tier influencers gaining prominence as trust in top-tier influencers declines [25][24]. - Data from Douyin shows that store broadcasts now account for over 30% of GMV, while top influencers contribute only 9%, indicating a significant change in the industry's dynamics [25]. Group 2: Xiao Yang Ge's Impact - Xiao Yang Ge, once a leading figure in live-streaming sales, achieved remarkable sales figures, including 1.5 billion yuan in one hour during a live session and over 10 billion yuan in total sales in 2022 [14][39]. - His recent controversies, particularly related to product quality, have led to a loss of over 12 million followers and raised questions about his ability to regain consumer trust upon his return [3][26]. - The article emphasizes that Xiao Yang Ge's comeback will be closely monitored, and any failure to address past issues could lead to further decline in his career and the industry [40][47]. Group 3: Trust and Quality Concerns - The decline in consumer trust towards live-streaming influencers is a critical issue, as past successes were largely built on the credibility of their personas [26][40]. - The article suggests that rebuilding this trust will be a challenging "second startup" for Xiao Yang Ge, as consumers and the industry will scrutinize his actions closely [40][47]. - The need for improved product quality and accountability in the live-streaming sector is underscored, with a call for deeper engagement in supply chain management and quality control [44][48].