今年8月宣布退网，公司交由妻子初瑞雪（辛选集团董事长）接管后，辛巴（辛选创始人，本名辛 有志）昔日执掌的辛选集团屡次传出降薪、裁员的消息。近日，有消息称，月薪1万元以上员工降薪3% 至20%，不同意者可拿赔偿离职。 辛选官方虽然并未就此回复，但曾在辛选担任直播运营岗位的一位离职员工向《每日经济新闻》记 者确认了此消息。"工资低的降得少，但'月薪1万元以上'涉及的员工还是不少的。"这位离职员工告诉 记者。 天然自带的草根、娱乐属性，高话题度、高流量以及不俗的带货能力，让辛巴和小杨哥在直播电商 风起云涌的那几年脱颖而出，粉丝量接连破亿，成为各自所在直播平台的"带货一哥"。 其背后的直播机构——辛选和三只羊也带有"家族式""师徒制"基因，成为直播带货史上无法忽视的 一角。但在已经充分市场化且正逐步走向合规的行业，这样的组织或许很难跟上节奏，一个规则清晰、 更注重平衡的新模式可能取而代之。 "辛选杭州大楼只剩一层员工" 今年8月19日，辛选相关负责人向《每日经济新闻》记者确认，辛巴因个人健康与公司长期发展的 平衡选择，退出公司管理。1亿粉丝账号作为公司资产已移交，初瑞雪全面接管辛选。 事实上，辛巴退网前，辛选内部就已 ...

每经记者｜王郁彪 每经编辑｜陈柯名 余婷婷 今年8月宣布退网，公司交由妻子初瑞雪（辛选集团董事长）接管后，辛巴（辛选创始人，本名辛有志）昔日执掌的辛选集团屡次传出降薪、裁员的消 息。近日，有消息称，月薪1万元以上员工降薪3%至20%，不同意者可拿赔偿离职。 辛选官方虽然并未就此回复，但曾在辛选担任直播运营岗位的一位离职员工向《每日经济新闻》记者确认了此消息。"工资低的降得少，但'月薪1万元以 上'涉及的员工还是不少的。"这位离职员工告诉记者。 天然自带的草根、娱乐属性，高话题度、高流量以及不俗的带货能力，让辛巴和小杨哥在直播电商风起云涌的那几年脱颖而出，粉丝量接连破亿，成为各 自所在直播平台的"带货一哥"。 其背后的直播机构——辛选和三只羊也带有"家族式""师徒制"基因，成为直播带货史上无法忽视的一角。但在已经充分市场化且正逐步走向合规的行业， 这样的组织或许很难跟上节奏，一个规则清晰、更注重平衡的新模式可能取而代之。 "辛选杭州大楼只剩一层员工" 今年8月19日，辛选相关负责人向《每日经济新闻》记者确认，辛巴因个人健康与公司长期发展的平衡选择，退出公司管理。1亿粉丝账号作为公司资产已 移交，初瑞雪全面接管辛 ...

近日，快手头部主播辛巴在一年一度的"818"大促直播中突然宣布永久退出直播行业，原因直指严重的 肺部健康问题。这位曾缔造电商节日"818"的草根网红，在镜头前眼含热泪、深鞠一躬，将公司移交妻 子初瑞雪管理。 然而，这一退网宣言正值其自创品牌棉密码陷入"致癌"风波。尽管辛巴强调退网纯属健康原因，但这一 事件折射出直播行业头部主播的不可控风险与去中心化趋势，辛巴的退场或为快手和辛选集团开启新篇 章。 辛巴宣布退出 辛巴（本名辛有志）是中国电商界最具争议的草根网络达人之一，他一手打造的"818"节日已成为快手 平台的官方促销周期"快手818上新季"。 不同于618和双11由平台主导，818是辛巴为个人"家族"量身定制的节日，——去年818单日带货超27亿 元，他宣称"够小杨哥直播间卖半年一年的"。今年，辛巴一反常态，在818直播中未带货，仅持续一小 时，全程诉说心境并鞠躬告别，这与往年全天宣传的盛况形成鲜明对比。 有媒体统计这已经是辛巴第五次宣布退网。自2020年起，他曾四次表达退意，但均以复出告终。此前他 退网的原因既有被平台封号，也有和其他主播产生冲突，但他每次都在宣布退网后一个月到半年不等时 间内又"复播"并 ...

Core Viewpoint - The 618 shopping festival this year has seen a significant decline in excitement and participation, with major live-streaming hosts becoming less active and shifting their focus away from traditional sales methods [2][3][20]. Group 1: Changes in Live-Streaming Hosts - Major live-streaming hosts, such as Li Jiaqi and Dong Yuhui, are reducing their appearances and focusing on building teams rather than relying solely on personal brands [3][5][12]. - Li Jiaqi has created multiple accounts to diversify his sales approach, targeting different demographics, including a new account aimed at middle-aged consumers [11][9]. - Dong Yuhui's team has successfully generated significant sales even in his absence, indicating a shift towards a more decentralized model of live-streaming sales [12][13]. Group 2: Industry Dynamics - The decline in the prominence of top hosts is a response to the risks associated with relying heavily on individual influencers, as seen in past controversies [15][16]. - Platforms are now promoting mid-tier hosts and diversifying traffic sources to mitigate risks, with data showing that the contribution of top influencers to sales has decreased significantly [15][17]. - Brands are increasingly opting for self-operated live-streaming channels to reduce dependency on top hosts, as the costs associated with hiring them can erode profit margins [17][18]. Group 3: Consumer Behavior and Regulatory Environment - Consumers are becoming more discerning, moving away from blindly following top hosts to seeking expertise and authenticity in product recommendations [18][19]. - The industry is facing stricter regulations, which has led to a more cautious approach from top hosts, contributing to the overall decline in sales growth [19][20]. - The total sales during the 2024 618 festival saw a 7% decline year-on-year, marking the first negative growth in 16 years, highlighting the challenges faced by the industry [20][23]. Group 4: Future Trends - The future of live-streaming sales may see a rise in niche influencers who specialize in specific categories, as consumers seek more knowledgeable and trustworthy recommendations [25][26]. - Technological advancements are expected to reshape the live-streaming landscape, enhancing efficiency and potentially reducing the reliance on human hosts [26][27]. - The core competitive advantage for future influencers will likely shift from personal charisma to supply chain management and product quality, emphasizing the importance of backend capabilities [27][28].

Core Viewpoint - The collective low profile of top live-streaming hosts reflects a significant shift in the e-commerce landscape, moving from a reliance on individual influencers to a more decentralized approach that emphasizes team systems and professional expertise [5][19][30]. Group 1: Changes in Live-streaming Hosts - This year's 618 shopping festival has seen a noticeable decline in the activity of top live-streaming hosts, with many reducing their appearances and focusing on team-based strategies [4][6][12]. - Influencers like Li Jiaqi and Dong Yuhui are adopting a more low-key approach, with Li Jiaqi participating less frequently and Dong Yuhui's team achieving significant sales without his constant presence [7][16]. - The trend indicates a shift from a reliance on individual star power to a more sustainable model where teams can operate independently, reducing the risk associated with over-dependence on a single host [17][28]. Group 2: E-commerce Platform Strategies - E-commerce platforms are moving towards decentralization, supporting mid-tier hosts to mitigate risks associated with top influencers, as seen in the decline of GMV contributions from top hosts [19][20]. - Platforms like Douyin and Taobao are implementing policies to promote mid-tier influencers, with Douyin's top hosts now contributing only 9% of total GMV [20][22]. - Brands are increasingly opting for self-operated live-streaming channels to reduce reliance on top hosts, as the costs associated with top influencers can significantly erode profit margins [21][22]. Group 3: Consumer Behavior and Market Dynamics - Consumers are becoming more discerning, moving away from blindly following top influencers to seeking professional content and genuine endorsements [22][23]. - The e-commerce industry is experiencing a slowdown, with a reported 7% decline in total sales during this year's 618 festival, marking the first negative growth in 16 years [24][27]. - Regulatory pressures and a more cautious consumer base are contributing to the shift in dynamics, as the industry moves towards greater compliance and transparency [23][24]. Group 4: Future Trends in Live-streaming E-commerce - The future of live-streaming hosts will likely focus on niche markets, with specialized influencers gaining traction as consumers seek expertise over generalist approaches [30][31]. - Technological advancements are expected to reshape the live-streaming landscape, enhancing efficiency and enabling new formats such as AI-driven hosts [31][32]. - The competitive edge for future influencers will hinge on their ability to manage supply chains effectively, as the focus shifts from mere promotion to comprehensive control over product quality and pricing [33][34].

Core Insights - The 618 shopping festival has been significantly quieter this year, with major e-commerce platforms showing less promotional enthusiasm and consumer interest declining [1][8] - Top livestreaming hosts are becoming less prominent, with figures like Li Jiaqi and Luo Yonghao reducing their appearances and focusing on other ventures [1][4][5] - The shift towards decentralization in e-commerce is evident, as platforms and brands seek to reduce reliance on top influencers and cultivate a broader range of hosts [9][11] Group 1: Changes in Livestreaming Hosts - Li Jiaqi, once a leading figure, has decreased his presence significantly during the 618 festival, focusing only on key sales days [1][8] - Dong Yuhui, now a prominent figure on Douyin, achieved a record sales figure of 176 million yuan in a single session but maintains a low-key approach with limited appearances [2][8] - Luo Yonghao has transitioned to a smaller platform, Baidu, where his sales figures are considerably lower compared to previous performances on larger platforms [4][8] Group 2: Industry Trends and Shifts - The trend of top influencers stepping back is a response to the need for platforms to decentralize risk, as reliance on a few key figures can lead to significant losses if they fail [9][10] - Brands are increasingly opting for self-operated livestreams and developing their own hosts to reduce dependency on top influencers, as evidenced by the rising GMV from brand-operated streams [13][14] - The overall sales during the 618 festival have seen a decline, with a 7% drop in total sales compared to previous years, marking the first negative growth in 16 years [16][18] Group 3: Future Directions in E-commerce - The future of livestreaming may see a rise in niche influencers who focus on specific categories, as consumers shift their preferences towards expertise and trust [20][21] - Technological advancements are expected to reshape the livestreaming landscape, enhancing efficiency and potentially introducing virtual hosts [21][22] - The competitive edge for future influencers will likely hinge on their ability to manage supply chains effectively, moving from a commission-based model to one that emphasizes control over product quality and pricing [22][23]