Core Viewpoint - The recent shift by XinXuan Group from a signed contract model to a partnership model for live streamers aims to reshape the relationship between the company and its streamers, potentially leading to a more diversified and resilient ecosystem in the live e-commerce industry [1][2]. Group 1: Partnership Model - The partnership model allows streamers to establish independent partnerships with XinXuan, where each streamer acts as the CEO of their own company, increasing their revenue share to 60% while XinXuan retains a 5% service fee [2]. - This model is seen as a way to eliminate the "joint liability risk" and to break the monopolistic hold of top streamers on marketing resources and profits, fostering a more diverse and risk-resistant streamer ecosystem [2][3]. Group 2: Implications for Brand Merchants - With streamers becoming independent decision-makers, their personal credibility and professionalism will directly impact their development, encouraging them to focus on professionalism and long-term reputation [2]. - The direct and personalized collaboration between brand merchants and streamer teams is expected to enhance the presentation of brand differentiation and value [2]. - However, the transition to a partnership model presents challenges for brand merchants, particularly in assessing the capabilities and qualities of streamers [3]. Group 3: Market Risks and Management Challenges - The shift to a partnership model increases the complexity and costs associated with managing multiple independent partners, as brand merchants may need to engage with various specialized streamers for different product categories [3]. - The independence of streamers may lead to increased flexibility and mobility, posing long-term brand management risks, as the relationship between live e-commerce and individual streamers becomes more tenuous [3]. Group 4: Industry Trends - The exit of prominent streamers like XinBa (Xin Youzhi) from the live streaming industry reflects a broader trend of top streamers stepping back, which has implications for the overall market dynamics [4][5]. - Companies like Dongfang Zhenxuan are exploring new strategies, such as focusing on supply chain management, which has shown positive financial results, indicating that supply chain competition may become a new focal point in the live e-commerce sector [6].