Core Viewpoint - The article highlights the growing concerns regarding the effectiveness and reliability of influencer marketing in live-streaming sales, particularly focusing on the disparity between promised and actual sales outcomes, leading to dissatisfaction among small merchants [2][3][6]. Group 1: Issues Faced by Merchants - Merchants like Mr. Tao and Mr. Xue have experienced significant discrepancies between the sales promised by influencers and the actual sales achieved, with Mr. Tao only selling 1 unit despite a 50,000 yuan "placement fee" and Mr. Xue selling only 58 pairs of shoes against a promised 20,000 pairs [2][3]. - Influencers often evade accountability by claiming that contracts do not guarantee sales, which has led to frustration among merchants seeking refunds [6][9]. Group 2: Data Reliability Concerns - The article points out that many merchants are misled by seemingly impressive data presented by influencers, such as high follower counts and live viewer numbers, which may not reflect genuine engagement or sales [7][9]. - There are allegations that some influencers engage in practices like purchasing fake followers and manipulating live-stream data, which undermines the integrity of the marketing process [10][12]. Group 3: Regulatory and Industry Response - The increase in complaints related to live-streaming sales, with 402,000 reports in 2024, indicates a growing need for regulatory oversight in this sector [6]. - The article calls for improved regulations and enforcement against deceptive practices in influencer marketing, emphasizing the need for platforms to ensure data accuracy and transparency [10][12]. Group 4: Recommendations for Merchants - Merchants are advised to critically evaluate potential influencer partnerships, focusing on past performance and genuine user feedback rather than just follower counts [12]. - It is recommended that merchants clearly outline their rights and obligations in contracts to mitigate risks associated with verbal agreements [12].

Core Viewpoint - The article highlights the growing discontent among small merchants regarding the effectiveness and reliability of influencer marketing, particularly in live streaming sales, where promised sales figures often do not materialize, leading to financial losses for businesses [1][4][6]. Group 1: Case Studies of Merchants - A merchant in Heilongjiang paid 50,000 yuan as a "slot fee" to an influencer with millions of followers, expecting to sell 6,000 to 8,000 units of beer, but only one sale was made [1][4]. - Another merchant from Henan invested 50,000 yuan and prepared over one million yuan worth of inventory based on promises of selling 20,000 pairs of shoes, but only 58 pairs were sold, which is 0.3% of the promised amount [2][6]. Group 2: Complaints and Regulatory Response - Merchants are facing difficulties in obtaining refunds, as influencers' representatives claim that contracts do not guarantee sales volumes, leading to frustration among affected merchants [6][9]. - In 2024, the 12315 platform received 402,000 complaints related to live streaming sales, marking a 19.3% increase from the previous year, with complaints on short video platforms rising by 48.8% [6][10]. Group 3: Issues with Data Integrity - Many merchants are misled by seemingly impressive data presented by influencers, such as high online viewer counts and sales figures, which may not reflect actual performance due to potential data manipulation [7][9]. - The article emphasizes that some influencers may use purchased followers and artificial engagement tactics, leading to a significant disparity between reported and actual sales [7][10]. Group 4: Recommendations for Improvement - The article calls for stricter regulations and oversight in the live streaming e-commerce sector to combat issues like false advertising and data manipulation, urging platforms to ensure data integrity [10][12]. - Merchants are advised to critically evaluate potential influencer partnerships, focusing on past performance and user reviews rather than just follower counts, and to clearly outline contractual terms to protect their interests [12].

Group 1 - The core issue revolves around the public dispute between Luo Yonghao and Xibei regarding the accusation of using pre-made dishes in their restaurants, which has escalated into a significant public relations crisis for Xibei [1] - Luo Yonghao's social media campaign against Xibei resulted in a substantial negative sentiment, with only 6% support for Xibei on Douyin, indicating a severe backlash against the brand [1] - The incident is described as Xibei's largest external crisis in its 37-year history, highlighting the potential impact of social media on brand reputation [1][19] Group 2 - The broader context of the food industry is marked by rampant issues related to false advertising and substandard products, particularly in the live-streaming sales sector [10][12] - The live-streaming market has seen a proliferation of influencers engaging in unethical practices, leading to a significant decline in consumer trust and potential harm to public health [10][14] - Regulatory bodies are beginning to take action against these practices, with a recent crackdown resulting in the suspension of over 20,000 live-streaming accounts and the closure of numerous channels [15]

Core Viewpoint - The company "Three Sheep" has resumed live streaming after a year-long suspension due to previous violations related to false advertising, specifically involving a product promoted by a popular influencer [1] Group 1: Company Actions - Three Sheep's influencers, Qiao Mei, Lao K, and Zui Ge, resumed live streaming on September 15, featuring only three products: garbage bags, toothbrushes, and dental floss from their self-owned brand [1] - The company had been under regulatory scrutiny and was fined 68.94 million yuan for false advertising last year, leading to a suspension of operations and a requirement for corrective actions [1] Group 2: Regulatory Compliance - In March of this year, a joint investigation team from Hefei reported that Three Sheep had paid the full fine of 68.94 million yuan and compensated consumers a total of 27.78 million yuan under a "refund and triple compensation" policy [1] - The company completed 89 corrective measures and was deemed to have met the conditions for resuming operations [1]

Core Insights - The Daxing exhibition area at the 2025 China International Service Trade Fair showcases high-tech innovations, including a naked-eye 3D screen, bionic quadruped robots, and drones capable of transporting small cars, making it a popular attraction in the cultural and tourism sector [1][3][4]. Group 1: Technology Highlights - A large naked-eye 3D screen measuring 8 meters in length and 4 meters in height serves as a major draw, featuring visuals of Daxing Airport, hydrogen vehicles, commercial aerospace, biomedicine, digital economy, and ecological landscapes [3]. - The bionic quadruped robot, designed for special and industrial applications, weighs 15 kilograms and can carry loads up to 20 pounds, demonstrating resilience against falls and quick recovery [4]. - The "Guangshun" drone stands out with its unique design, capable of emergency rescue, wind turbine installation, photovoltaic cleaning, and agricultural spraying, with a maximum payload of a family car and a flight endurance of 4 hours [6]. Group 2: Cultural and Creative Aspects - The Daxing exhibition area is also a hub for cultural enthusiasts, featuring unique cultural products such as themed refrigerator magnets, wildlife-themed merchandise, and traditional Chinese medicine items, showcasing Daxing's cultural heritage [6][8]. - The exhibition area is the only one in the fair to incorporate a live-streaming sales model, with professional hosts conducting 11 live sessions from September 10 to 14 to promote real estate, cultural products, and agricultural goods [8].

据每日经济新闻报道，针对上述消息，辛选集团相关人士回应称：不属实。 此前，8月18日晚，快手主播辛巴在直播中表示，"跟大家做个告别，从今天开始辛巴再无能力承载直播 这份工作，今天正式宣布退出直播行业。" （原标题：辛巴被相关部门带走调查？辛选集团相关人士回应：不属实） 近日，知名带货主播辛巴宣布因为健康问题退出直播行业。随后，有报道称辛巴因售卖致癌卫生巾一事 被有关部门带走调查，面临多项指控，目前滞留在香港。 ...

Core Insights - The live-streaming e-commerce industry is experiencing significant changes, with top influencers like Xinba stepping back while new figures like Churui Xue are emerging [2][3][4] - Xinba's departure from the live-streaming scene is attributed to health issues, specifically severe lung problems, which have been exacerbated by his long-term commitment to the industry [4][6] - XinXuan, the company behind Xinba, is undergoing substantial layoffs and salary reductions, with a reported 30%-40% of staff being let go and salary cuts ranging from 10%-20% [2][7] Company Developments - XinXuan has initiated a restructuring process, including layoffs across various departments such as customer service and supply chain, in response to declining business performance [7][8] - The company is transitioning to a management structure led by professional managers, aiming to stabilize operations under Churui Xue's leadership [6][8] - XinXuan's business model focuses on supply chain management and influencer incubation, but the profitability of live-streaming has been a significant revenue driver [8][11] Industry Trends - The live-streaming e-commerce sector is witnessing a shift, with many top influencers reducing their presence, leaving only a few, like Li Jiaqi, actively engaging with audiences [3][4] - Xinba's exit reflects broader industry challenges, as companies adapt to changing market dynamics and consumer preferences [3][14] - The competitive landscape is evolving, with companies needing to balance influencer-driven sales with sustainable business practices to thrive in the long term [13][14]

Core Insights - A case from Henan Shangqiu highlights the risks of partnering with influencers for live commerce, where a merchant faced significant losses due to unfulfilled sales promises and high fees [2] Group 1: Industry Risks - Merchants are often lured by influencers with promises of high sales volumes, leading them to stock large quantities of products without written contracts [2] - Influencers may engage in fraudulent practices such as faking order data during live streams and canceling them afterward, resulting in financial losses for merchants [2] - High return rates are common, with some influencers selling subpar products, leading to return rates as high as 70% [2] Group 2: Merchant Guidelines - Contracts should include strict terms such as "minimum sales guarantee + refund ratio for unmet targets," for example, "50% refund if sales do not reach 60%" [4] - Merchants are advised to verify the influencer's credentials by checking historical sales data and audience demographics on third-party platforms [4] - Caution is advised regarding low placement fees, as fees around 50,000 for influencers with millions of followers may be inflated or misleading [4]

Core Viewpoint - The transition of the live streaming account from Xin Ba to his wife, Chu Ruixue, marks a significant shift in the management of Xin Xuan Group, following Xin Ba's health issues and his announcement to step back from the industry [1][3]. Group 1: Account Transition and Management - Chu Ruixue took over the core account "Xin Youzhi, Xin Ba, 818" on August 29, following Xin Ba's announcement of serious lung disease and his exit from the live streaming industry [1]. - The account was renamed to "Chu Ruixue (Xin Ba 818)" and all previous short videos were deleted, with the account still certified under Xin Xuan Group's founder [1]. - The account had a fan base of over 99.99 million and received 340 million likes prior to the transition [1]. Group 2: Initial Live Streaming Performance - The first live stream under Chu Ruixue's management attracted significant attention, with a pre-stream reservation of 8.14 million viewers [1]. - The live stream reached 1 million viewers within 2 minutes and 2 million viewers within 11 minutes of starting [1][4]. - The first product sold over 600,000 units shortly after the stream began [4]. Group 3: Xin Ba's Involvement and Future Plans - Despite announcing his retirement, Xin Ba made multiple appearances during the live stream to guide Chu Ruixue and discuss products, indicating a lingering involvement in the business [4]. - Xin Ba clarified that he had not formally retired before and plans to completely step away from the industry and relinquish his shareholder status in related companies after a break [3][4]. - Xin Ba's previous claims of retiring were described as intentions rather than formal announcements, and he emphasized that this would be his last involvement in live streaming [3]. Group 4: Company Structure and Ownership - Xin Ba controls 39 companies, with 29 currently active, including a 95% ownership stake in Guangzhou Xin Xuan Investment Co., Ltd [6]. - Chu Ruixue is associated with 18 companies, of which only 2 remain active, while the others have been dissolved, and she currently does not hold shares in Xin Xuan Group or its subsidiaries [6].

Group 1 - The core point of the news is that the head anchor Xinba has announced his exit from the live streaming industry, leading to layoffs within his company, XinXuan Group [1][2] - XinXuan Group is reportedly undergoing layoffs across multiple departments, with initial reports suggesting a 50% layoff in the first wave and up to 80% in the second wave, although employees indicate that the actual numbers may be lower [2][5] - Employees affected by the layoffs are primarily those who joined in 2025, with compensation being approximately 0.5 months' salary [2][5] Group 2 - Xinba, whose real name is Xin Youzhi, has previously announced his retirement from live streaming multiple times, but this announcement appears to be more definitive as he has deleted all content from his Kuaishou account [5][7] - His wife, Chu Ruixue, has taken over the management of XinXuan Group, expressing her commitment to the responsibilities that come with the role despite her initial reluctance [7][8] - Xinba's health issues, particularly severe lung problems due to bronchitis, have been cited as a significant factor in his decision to step back from live streaming [2][7]