近两年，不少耳熟能详的超头主播逐渐淡出视野，或降低了直播频次。达人带货退潮现象的另一面，是 直播电商向品牌商自播的更迭，以及电商行业向规范化和专业化的变迁。 在李勇坚看来，尽管引入明星和专业达人主播带货带来的销量和转化率十分显著，但是也面临着佣金过 高和利益分配不均等问题。而且，达人主播的身份存在悖论：一方面要维护与粉丝的关系，跟品牌方博 弈，另一方面要从品牌方拿钱，"主播很难保持身份中立性"。 在7月11日以电商高质量发展为主题的南都数字经济治理论坛现场，中国社科院财经战略研究院研究 员、中国市场学会副会长李勇坚介绍，2025年上半年的抖音电商商品交易总额中，达人带货的占比只有 约30%，品牌自播与货架场景合计则上升至70%左右。另经测算，2024年1-11月，全国直播电商销售额 达4.3万亿元。其中，店播(店铺自播)贡献占比达52%，店播成为商家参与直播电商的主要模式。这一趋 势与此前电商平台的数据相吻合。 在7月11日以电商高质量发展为主题的南都数字经济治理论坛现场，中国社科院财经战略研究院研究 员、中国市场学会副会长李勇坚发表主旨演讲。 另外，李勇坚援引国家统计局和市场监管总局的数据指出，2024年， ...

Core Insights - The article discusses the rise and subsequent challenges faced by Jie Qingshuai, who gained fame through a reunion story after being abducted for 25 years, and his transition into live-streaming e-commerce [1][3][4] Group 1: Background and Initial Success - Jie Qingshuai's reunion with his family in late November 2023 attracted significant media attention, turning him into a public figure [1][5] - Following his rise to fame, he quickly entered the live-streaming e-commerce space, conducting 97 live sales sessions in 2024, with estimated sales ranging from 97 million to 243 million yuan [3][4] - The emotional narrative surrounding his story helped him gain substantial public support and financial backing from viewers [3][5] Group 2: Challenges and Controversies - Since May 2023, Jie Qingshuai has faced multiple controversies, including accusations of exploiting his reunion for profit and criticism over his marketing tactics [4][12] - His reputation has declined, leading to a drop in followers and a halt in his live-streaming activities since May 23 [4][13] - The backlash includes public skepticism about the authenticity of his story and the quality of products sold during his live streams [11][12] Group 3: Industry Trends and Regulatory Environment - Jie Qingshuai is not alone in the live-streaming e-commerce space; other reunion figures have also attempted to monetize their stories, facing similar scrutiny [15][21] - The article highlights a tightening regulatory environment on platforms like Douyin, which has introduced new rules to manage accounts associated with controversial figures [24][25] - The emotional connection that audiences have with reunion stories may not align well with commercial endeavors, leading to potential backlash against those attempting to monetize their experiences [23][25]