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].

Core Insights - The departure of Xinba from the live streaming industry marks a significant shift, indicating the decline of the era dominated by super anchors [1][3] - The live streaming sector is experiencing a transition towards professionalism and corporate structure, moving away from reliance on individual super anchors [1][3] Group 1: Industry Changes - Xinba's exit is surrounded by health issues and controversies related to his brand, reflecting a broader skepticism towards the live streaming industry [1] - The era of super anchors is fading, as evidenced by various incidents involving other top streamers, leading to public doubts about the live commerce model [1][2] - The industry is witnessing a systemic risk, prompting stakeholders to avoid supporting the next super anchor and instead focus on a more sustainable model [1][3] Group 2: Consumer Behavior - Consumers are becoming disillusioned with live streaming, realizing that low prices do not guarantee a good shopping experience, which is affecting the influence of top anchors [2] - The role of anchors has evolved from bridging production and consumption to becoming a controversial middleman, raising concerns about product quality and cost pressures on merchants [2] Group 3: Regulatory Environment - The live streaming industry is facing stricter regulations and slowing growth, signaling the end of the chaotic and unregulated growth phase [3] - The shift from chasing superstars to pursuing professionalism is expected to reset selection rules and restore competitive power to quality brands [3]

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。 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。 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。 消费者也在自身的购物实践中，完成了对直播间的祛魅。 即便超头主播能带来极致低价，也未必意味着极好的购物体验，而低价还有可能只是套路，随之而来的 便是大主播影响力、带货力下行。 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 ...