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 ...

Core Viewpoint - The live e-commerce industry is set to face stringent regulations as a new management guideline has been introduced, clearly defining the responsibilities of platforms, live rooms, hosts, and marketing personnel, marking a significant shift towards compliance in the sector [1][5]. Group 1: Regulatory Changes - A comprehensive management guideline consisting of 57 articles has been released, which systematically clarifies the responsibilities of various stakeholders in the live e-commerce ecosystem [1]. - The new regulations aim to address long-standing issues such as false advertising, product mismatches, and inadequate after-sales service, which have persisted due to weak regulatory oversight and unclear responsibilities among platforms, hosts, and merchants [3][5]. Group 2: Industry Challenges - The live e-commerce sector has been plagued by frequent "failures" or scandals, leading to consumer dissatisfaction and a growing demand for accountability [2][3]. - The competitive landscape has seen problematic hosts repeatedly return to platforms after facing penalties, highlighting the need for more robust regulatory measures to ensure compliance and protect consumers [3][4]. Group 3: Stakeholder Responsibilities - The new regulations impose stricter responsibilities on platforms, including qualification verification, content review, risk identification, and violation handling, thereby enhancing their role in the live e-commerce ecosystem [5]. - Hosts are now required to provide truthful, accurate, and comprehensive information about products or services, which is a significant shift towards greater accountability [5][7]. Group 4: Technological Adaptation - The guidelines also address the use of new technologies, such as AI, mandating clear identification of AI-generated content to prevent consumer deception and safeguard their rights [5]. Group 5: Market Dynamics - The live e-commerce industry is characterized by three key elements: low prices, high traffic, and marketing risks, all of which will now be scrutinized under stricter regulations [6][7]. - Merchants will face not only the challenges of compliance adjustments but also a critical transformation that could impact their survival in the market [7].