Core Viewpoint - The departure of Xinba from the live streaming industry marks a significant shift away from the era of super anchors, reflecting broader challenges and changes within the live commerce sector [1][2]. Group 1: Industry Changes - Xinba announced his exit from the live streaming industry due to health reasons, with his company, XinXuan Group, being taken over by his wife, Chu Ruixue [1]. - The live commerce industry is witnessing a trend of de-emphasizing super anchors, as evidenced by the decline in support for individual influencers and a shift towards a more corporate and professional model [1][2]. - The era characterized by rapid growth and the dominance of super anchors is coming to an end, with increasing regulatory scrutiny and a slowdown in growth [2]. Group 2: Challenges Faced - The live commerce sector is facing systemic risks, including declining influence and purchasing power of super anchors, leading to a consensus among stakeholders to mitigate these risks [1]. - Consumers are becoming disillusioned with the live streaming experience, realizing that low prices offered by super anchors do not guarantee quality or a good shopping experience [2]. - The role of anchors has evolved from being a bridge between production and consumption to becoming a controversial middleman, raising concerns about product quality and the sustainability of the business model [2]. Group 3: Future Directions - The industry is expected to transition from a focus on individual influencers to a focus on professionalism and expertise, with platforms regaining control over traffic distribution [2]. - There is a push for resetting selection rules and empowering competitive brands to reclaim their voice, ultimately benefiting consumers through improved supply chain practices [2].

身体问题之外，辛巴还被自创品牌致癌风波围绕。介于其过往几次隐退又几度复出，辛巴这次退场究竟 是被动的"不得已"还是主动的"以进为退"？外界各种猜测都有。 不过，可以肯定的是，以几个超级主播转身为标志，属于超头主播的时代，正渐行渐远。 8月18日晚，辛巴在其"818"周年直播中宣布，因个人健康原因，将正式退出直播行业，他创立的辛选集 团将由妻子初瑞雪接管。 产品质量难以保障、投流成本越来越高、坑位费佣金压得商家喘不过气。主播仿佛赚了所有人的钱，注 定不能让一个业态获得健康持久的生命力。 主播曾经作为生产和消费间的桥梁，将大量平价供给规模地聚集起来并带入消费市场，但头部效应和强 势议价权也将这个角色异化，变成链路中争议最大的中间环节。 每年的818前后，辛巴总会搞点节目出来。这一次，节目的核心是自己以及逐渐告别超级主播的行业。 作为平台的头号主播，辛巴退场，符号意义远超事件本身。从薇娅因偷逃税被罚13.41亿元，到李佳琦 因"花西子事件"惹怒打工人遭遇信任危机、小杨哥带货月饼爆雷、老罗主动减少在"交个朋友"的直播航 次……几大超头横跨各大平台，个体事件很快引发了公众对直播带货行业的质疑。 流量和GMV飙升，导致以 ...