Core Insights - Super anchors are actively trying to engage consumers' freshness and drive traffic for their companies during major promotional events like "6·18" [1][2] - The use of virtual digital personas and personal branding strategies by super anchors like Luo Yonghao and Viya demonstrates their ongoing relevance in the live-streaming industry [2][4] - Despite facing challenges and a more cautious approach due to regulatory scrutiny, super anchors remain integral to driving sales and brand visibility [5][8] Group 1: Super Anchor Activities - Luo Yonghao's recent live stream on Baidu e-commerce attracted over 3 million viewers, showcasing the power of super anchors in driving traffic [1][2] - Viya has also engaged her audience through fashion shows and personal content, enhancing her connection with fans and driving sales for brands like TOSEE and 法麦罗 [2][3] - The "谦寻超级会员" mini-program has successfully leveraged Viya's influence, leading to sold-out items during promotions [2][4] Group 2: Brand and Business Strategies - TOSEE and 法麦罗 have established a presence on platforms like Taobao, with TOSEE's flagship store boasting 107,000 followers and products priced between 100-500 yuan [3] - The cautious approach of companies like 谦寻 in managing the association with super anchors reflects a strategy to maintain a safe distance while maximizing brand value [4] - Super anchors' personal brands are seen as valuable assets that can reduce marketing costs and enhance brand visibility [4][8] Group 3: Industry Trends and Challenges - The live-streaming industry is witnessing a shift towards nurturing new talent and diversifying the roster of anchors to mitigate risks associated with individual super anchors [5][9] - Regulatory pressures and past controversies have led to a more subdued presence of super anchors, with many opting for reduced exposure [5][6] - The importance of a strong supply chain is emphasized as a critical factor for supporting super anchors and ensuring product quality, which is essential for maintaining consumer trust [9]