Core Viewpoint - The article discusses the emergence of "professional barrage people" in live-streaming sales, highlighting how they manipulate consumer perceptions through misleading comments, leading to regulatory actions against such practices [1][30]. Group 1: Live Streaming and Consumer Manipulation - A product named "燃咔果冻" was promoted in a live-streaming session, where numerous comments claimed significant weight loss effects, despite the host not directly stating such claims [3][7]. - Observations revealed that the same accounts frequently posted contradictory comments about the product's effectiveness, raising suspicions of coordinated manipulation [7][9]. - The market regulators identified that these comments were likely generated by hired individuals, known as "professional barrage people," who create a false narrative to mislead consumers [11][14]. Group 2: Regulatory Actions and Legal Framework - The market regulators discovered that the live-streaming session involved purchasing third-party services to send bulk false comments, which misrepresented the product's capabilities [17][20]. - The product in question was determined to be an ordinary food item without any weight loss benefits, contradicting the claims made in the barrage comments [19][27]. - The involved company faced a fine of 100,000 yuan for false advertising, marking a significant regulatory action against deceptive practices in live-streaming sales [34][38].

Core Viewpoint - The return of the influencer "Crazy Xiao Yang" to live streaming after a year-long suspension due to a false advertising incident, indicating a potential recovery for the company and the industry [1][5]. Company Summary - "Crazy Xiao Yang" was suspended in September 2024 due to the "Hong Kong Meicheng Mooncake" false advertising incident, resulting in a fine of 68.9495 million yuan and a significant drop in followers by over 12 million within six months [1]. - The company, San Zhi Yang Network, has completed 89 corrective measures and is now eligible to resume operations as of March 2025 [1]. - In April 2025, the company launched its self-operated app "Xiao Yang Zhen Xuan," but it faced challenges with low initial downloads and online viewership [1]. - Recent updates suggest that "Crazy Xiao Yang" is set to officially return, with the main account showing over 99.99 million followers [1]. Industry Summary - The live streaming e-commerce industry has seen increased regulatory scrutiny, with new regulations targeting false advertising and raising penalties significantly [6]. - Compliance requirements have tightened, leading to a 78% reduction in the use of non-compliant language by top influencers compared to three years ago [6]. - Innovations in content and interactive experiences are being prioritized, with new formats like narrative and scene-based live streaming being introduced [6]. - There is a noticeable trend of brands opting for self-broadcasting to maintain control over their brand image and enhance consumer trust [6]. - The rise of instant retail services, such as next-day and hourly delivery, is becoming a new trend, allowing local businesses to leverage live streaming for expansion [7]. Influencer Dynamics - Influencer Li Jiaqi engaged in a charity event in September 2025, showcasing a commitment to social responsibility [9]. - Luo Yonghao criticized the prevalence of pre-prepared dishes in restaurants, sparking a legal dispute with a restaurant founder [9]. - Wei Ya is returning with a new focus on brand incubation and content production, adapting to compliance changes with significant viewership in her first month back [9]. - Dong Yuhui participated in educational outreach and achieved high viewership in a recent live event [9].

Group 1 - The article discusses the resurgence of Luo Yonghao, highlighting his ability to generate public discourse and leverage it for commercial success through live streaming [4][7][8] - Luo's recent conflict with Xibei has positioned him as a figure of public support, with 90% of online sentiment favoring him during the controversy [7][25] - During the peak of the conflict, Luo's live streaming platform attracted 12 million viewers and generated sales estimated at 50 million yuan, a significant increase from previous sales figures [8][23] Group 2 - Luo Yonghao's transition from technology entrepreneurship to becoming a prominent live streamer showcases his adaptability and understanding of market dynamics [20][28] - The article notes that Luo's ability to set public discourse topics has become a key differentiator compared to other streamers, enhancing his commercial viability [9][30] - Despite setbacks in his AR ventures, Luo continues to recruit for AI-related positions, indicating a strategic pivot towards AI technology [20][31] Group 3 - The article emphasizes the importance of public sentiment and discourse in driving traffic and sales for Luo's live streaming business, contrasting it with other streamers who lack similar capabilities [29][31] - Luo's public persona has evolved, with his recent actions reinforcing his image as a representative of the younger generation, further enhancing his marketability [25][26] - The article concludes that Luo's unique ability to engage in public discourse and convert it into commercial success positions him as a leading figure in the live streaming industry [28][30]

Core Viewpoint - The company has transitioned its partnership model from a signed contract system to a partnership system, allowing streamers to operate independently while the company provides support and resources [1][5]. Group 1: Partnership Model Changes - The new partnership model allows streamers to form independent partnerships with the company, where each streamer acts as the CEO of their own business [3][5]. - The company will charge a service fee of approximately 5%, with streamers receiving 60% of the profits, significantly increasing their earnings potential [3][6]. - Streamers will bear their own operational and legal responsibilities, which may lead to greater challenges as they are now responsible for their own profits and losses [5][6]. Group 2: Company Adjustments and Challenges - Following the exit of the previous leader, the company has undergone several adjustments, including layoffs across multiple departments [6][7]. - The company has faced recent controversies, including issues related to product safety and investigations involving the former leader [6][7]. - The company aims to reduce reliance on individual streamers and is focusing on building a more structured management system to enhance operational efficiency [7]. Group 3: Market Position and Future Outlook - The company has established a strong supply chain with an annual sales target of 50 billion, which could provide a competitive edge if it successfully transitions to a corporate model [7]. - The exit of the previous leader may lead to a restructuring of traffic on the platform, with potential short-term impacts on viewership and long-term shifts towards a more decentralized model [7].

Core Viewpoint - The article discusses how Luo Yonghao has successfully created a closed-loop business model in the live-streaming industry, leveraging his ability to generate public discourse and convert that into sales through live broadcasts [4][12][35]. Group 1: Luo Yonghao's Business Strategy - Luo Yonghao has transitioned from being a tech entrepreneur to a prominent figure in live-streaming, effectively using his platform to set topics and generate traffic [10][35]. - During a recent conflict with Xibei, Luo's live-streaming attracted 10 million viewers and generated sales estimated at 50 million yuan, a significant increase from previous sales figures [11][28]. - Luo's ability to create public discourse has positioned him as a unique "topic-setting anchor" in the industry, contrasting with other streamers who chase traffic without engaging in public discussions [13][38]. Group 2: Challenges and Shifts in Focus - After experiencing setbacks in the AR sector, Luo acknowledged the difficulties in commercializing AR technology and shifted his focus towards AI, although initial product launches have faced delays [20][25]. - Luo's team has been actively recruiting for AI-related positions, indicating a continued interest in technology despite the challenges faced [26]. - The article highlights that Luo's public persona has evolved, with a growing emphasis on his role as a commentator and influencer rather than solely a tech entrepreneur [14][32]. Group 3: Public Perception and Influence - Luo's recent public engagements have significantly increased his follower count, with a notable rise of 700,000 followers in just one week during the Xibei controversy [34]. - Data analysis shows that 47% of online comments supported Luo during the recent public debate, indicating a strong public backing [33]. - Luo's ability to capture public sentiment and engage in timely discussions has solidified his status as a key figure in the live-streaming and tech discourse [36][40].

Core Viewpoint - The article discusses the resurgence of Luo Yonghao in the tech and live-streaming industry, highlighting his ability to generate public discourse and leverage it for commercial success through live-streaming sales [4][7][24]. Group 1: Luo Yonghao's Journey - Luo Yonghao transitioned from a tech entrepreneur to a prominent live-streamer, utilizing his skills in public speaking to create engaging content and drive sales [4][6][24]. - He has established a podcast titled "Luo Yonghao's Crossroads," where he interviews tech leaders and entrepreneurs, further enhancing his public persona [4][6]. - Luo's recent conflict with the restaurant chain Xibei has positioned him as a champion of public sentiment, with 90% of online support during the controversy [7][22]. Group 2: Commercial Success in Live-Streaming - During the period of the Xibei controversy, Luo's live-streaming platform attracted 12 million viewers, generating an estimated sales peak of 50 million yuan, a significant increase from previous sales figures [8][19]. - Luo's ability to set public discourse topics has made him a unique figure in the live-streaming industry, contrasting with other streamers who lack this capability [9][27]. - The article notes that Luo's live-streaming sales have become a stable revenue source, with a notable increase in sales during public controversies [19][28]. Group 3: Challenges and Future Directions - Despite initial success in the AR field, Luo acknowledged the challenges and setbacks faced, including a lack of commercialization potential for AR glasses [16]. - The article mentions a shift in Luo's focus from AR to AI, with plans to launch a new AI product, although it has faced delays [12][16]. - Luo's ongoing recruitment for AI-related positions indicates a continued commitment to technology, even as he capitalizes on his live-streaming success [17][28].

Core Viewpoint - The article discusses the recent activities and public perception of Luo Yonghao, highlighting his ability to leverage public discourse for commercial success, particularly in the live-streaming sector, while transitioning from AR to AI technology [6][12][20]. Group 1: Luo Yonghao's Public Engagement - Luo Yonghao has re-emerged in the public eye through a podcast series where he engages with tech leaders, setting topics that generate significant public discourse [7][8]. - His recent conflict with Xibei has positioned him as a champion of public sentiment, with 90% of his supporters backing him during this controversy [8][18]. - The live-streaming event during the conflict attracted 10 million viewers and generated an estimated sales volume of 50 million yuan, a significant increase from previous sales figures [8][15]. Group 2: Business Model and Financial Performance - Luo Yonghao's business model effectively combines public discourse with live-streaming sales, creating a closed loop that maximizes revenue [8][20]. - The company "交个朋友" saw its stock price rise over 12% in two trading days following the live-streaming event, indicating a positive market reaction [8]. - Despite a 9.8% year-on-year revenue growth in the first half of 2025, the net profit of "交个朋友" declined by 33%, attributed to rising customer acquisition costs [21]. Group 3: Transition from AR to AI - After a challenging period in the AR sector, Luo Yonghao's team is shifting focus to AI, with plans to release a new product that promises "disruptive innovation" [12][14]. - The company has applied for 15 patents related to AR technology, but the overall AR/VR industry is experiencing a downturn, with a 23.5% decline in global headset shipments in 2023 [9][12]. - Luo Yonghao's pivot to AI reflects a strategic response to the challenges faced in the AR market, as he continues to recruit talent for AI-related projects [14][20].

Core Insights - The era of top live-streaming hosts is coming to an end, with significant declines in viewership and sales figures observed in 2025 compared to previous years [2][3] - The live-streaming e-commerce model is becoming increasingly challenging for small and medium-sized businesses, with profitability concentrated among top hosts and established individual brands [3][5] - Future strategies for top hosts are shifting towards self-branded products, supply chain management, and content innovation to sustain growth [5][6] Group 1: Industry Trends - In June 2025, the average daily viewership for a leading live-streaming host dropped to 15.04 million, a 45% decrease from the same period in 2024 [2] - Sales figures for prominent hosts like Li Jiaqi have also shown a downward trend, with his sales during the 618 pre-sale event dropping from 49.77 billion in 2023 to 25-35 billion in 2024 [2] - The influx of wealthy investors and celebrities into the live-streaming space has made it increasingly difficult to generate profits, leading some experienced hosts to pivot to teaching rather than selling [3] Group 2: Business Model Evolution - Top hosts are reducing their live-streaming frequency and exploring alternative revenue streams, indicating a shift in the market dynamics [5] - The development of self-branded products is becoming a key focus for top hosts, allowing them to gain greater control over pricing and brand identity [5] - Short-form content, such as short dramas, is being utilized by hosts to create new traffic channels and enhance emotional connections with their audience [5][6]

Core Insights - The article discusses the resurgence of Luo Yonghao, who has transitioned back into the public eye through his podcast and live streaming, leveraging his ability to generate public discourse and drive sales [5][19][21]. Group A: Luo Yonghao's Transition - Luo Yonghao has taken on multiple roles, including a tech entrepreneur, podcast host, and live streamer, with his streaming identity proving to be the most commercially viable [19][21]. - After a period of reflection prompted by Liang Wenfeng's comments, Luo decided to remain in the tech sphere while also capitalizing on his strengths in public speaking and discourse [2][11]. Group B: Impact of Public Discourse - Luo's recent public engagements, particularly his conflict with Xibei, have significantly increased his visibility and popularity, with 90% of public sentiment reportedly in his favor [5][17]. - During the peak of the controversy, his live streaming attracted 1.2 million viewers and generated sales estimated at 50 million yuan, a substantial increase from previous sales figures [6][14]. Group C: Business Model and Strategy - Luo's business model is characterized by creating public discourse that drives traffic to his live streams, where he can convert that traffic into sales [6][20]. - The article highlights Luo's ability to set topics in the public arena, which contrasts with other streamers who lack this capability, making him a unique figure in the industry [21][23]. Group D: Challenges and Future Directions - Despite his recent successes, the AR/VR industry is facing a downturn, with a reported 23.5% decline in global headset shipments in 2023, which poses challenges for Luo's tech ventures [10]. - Luo's team is reportedly shifting focus from AR to AI, with plans to release a new product that promises "disruptive innovation," although previous announcements have faced delays [11][24].

Core Viewpoint - The disparity between the high costs associated with influencer marketing and the actual sales results highlights the deceptive practices within the live-streaming e-commerce industry, raising concerns about the integrity of data presented by influencers and the potential exploitation of small businesses [2][3]. Group 1: Influencer Marketing Issues - A businessman in Heilongjiang paid 50,000 yuan as a "placement fee" to a popular influencer with millions of followers, expecting significant sales, but only one order was completed [2]. - Another case involved a businessman from Henan who was promised a minimum sale of 20,000 pairs of shoes but ended up selling only 58 pairs, which is less than 0.3% of the promised amount [2][3]. - Influencers often evade accountability by claiming that contracts do not guarantee sales, leading to frustration among businesses seeking refunds [3]. Group 2: Data Integrity Concerns - Complaints regarding live-streaming sales have surged, with 402,000 reports received in 2024, marking a 19.3% increase from the previous year, and complaints related to short video platforms rising by 48.8% [3]. - Many small businesses lack the ability to discern the reliability of the data presented by influencers, which can include purchased followers and manipulated view counts [3][5]. - The discrepancy between the impressive data shown before signing contracts and the actual sales results raises questions about the authenticity of the influencers' claims [3]. Group 3: Regulatory and Ethical Considerations - China's e-commerce law prohibits false advertising and data manipulation, emphasizing the need for truthful marketing practices [4]. - The live-streaming industry is urged to enhance data verification processes to ensure that displayed metrics are accurate and reflective of market realities [5]. - Regulatory bodies are called to implement targeted management measures to address industry irregularities and enforce stricter oversight against false advertising and data fraud [6].