Core Viewpoint - The announcement by Xinxuan Group to shift from a signed contract model to a partnership model for live streamers is expected to reshape the relationship between live streaming e-commerce and streamers, presenting both opportunities and challenges for brand owners [1][2]. Group 1: Partnership Model Changes - The partnership model allows streamers to establish independent partnerships with Xinxuan Group, where they become the CEOs of their own companies, leading to a revenue share of up to 60% for streamers, while Xinxuan only takes a 5% service fee [2]. - This shift aims to eliminate the "joint liability risk" and break the monopolistic hold of top streamers on marketing resources, fostering a more diverse and resilient ecosystem of streamers [2][3]. - As streamers gain independence, their personal credibility and professionalism will directly impact their development, potentially driving them to focus more on professionalism and long-term reputation [2]. Group 2: Brand Owner Challenges - Brand owners will face new challenges in identifying and managing the capabilities and qualities of streamers, which were previously managed by the e-commerce platforms [3]. - The complexity and costs associated with managing multiple independent streamers will increase, as brand owners may need to engage different streamers for various product categories [3]. - The loosening of ties between brands and individual streamers may lead to a reduction in support for streamers, increasing long-term brand management risks [3]. Group 3: Industry Trends - The exit of top streamers, such as Xinba, reflects a broader trend in the industry where leading figures are stepping back, prompting brands to seek diversified distribution channels and self-broadcasting strategies [4]. - Companies like Dongfang Zhenxuan are shifting their focus towards supply chain management after parting ways with prominent streamers, indicating a strategic pivot in the industry [4]. - Dongfang Zhenxuan reported a total revenue of 4.4 billion yuan for its ongoing business, with a net profit of 6.2 million yuan, highlighting the positive impact of supply chain development on performance [5].