央视新闻客户端消息，在网络直播间购物，您会留意弹幕吗？前段时间，在一款产品名为"燃咔果冻"的直 播间里，直播带货过程中不断有弹幕弹出，比如"轻松瘦35斤""喝酒夜宵也能瘦"，因为反馈效果好，吸引 了众多消费者购买，大半年时间售出了上万单。买的人越来越多，一张罚单也从天而降，到底是怎么回事 儿呢？ 01 相同账号频繁发弹幕 反馈内容却自相矛盾 0:00 / 2:12 直播间里，带货主播正在销售一款"燃咔果冻"，198元两盒。记者注意到，带货主播虽然没有直接宣称这 款果冻具有"减肥功效"，下方却弹出不少弹幕，反馈吃了果冻后瘦身效果显著。 直播间里这些异常弹幕，引起了市场监管人员的警觉。 北京市市场监管综合执法总队四级主办 陆楠：我们发现异常行为主要是有以下几点：一个是同一条弹幕， 可能会有不同的用户在反复发送。第二个就是同一条用户可能会反复发一些前后矛盾的弹幕内容，比如说 有的用户发一会是"我是新疆的谁谁谁，我买了很管用"，一会是"我是上海的谁谁谁买了很管用"。通过这 个我们就发现它高度疑似是雇了职业弹幕人在直播间发送了相关的弹幕话术。 02 什么是"职业弹幕人"？ 这个显示账号为"健XXX"的所谓"消费者"称： ...

2024年9月，小杨哥因"香港美诚月饼"虚假宣传事件停播，所属公司三只羊网络被罚款6894.95万元，并责令停业整顿，小杨哥账号也被封禁，粉丝量半年 内暴跌超1200万。 2025年3月23日，合肥市联合调查组通报显示，三只羊公司足额缴纳罚没款，累计赔付消费者，89项整改措施通过验收，具备恢复经营条件。 4月，三只羊推出自营APP"小杨甄选"，试图以自营品质重塑市场信任，但上线首日下载量不足1万，直播间最高在线人数仅248人，遭遇冷遇。 9月15日，三只羊旗下主播嘴哥、乔妹、老K等人在抖音低调复播，带货"小杨臻选"产品，嘴哥的直播间在线人数一度超10万，但大小杨哥并未现身。 10月9日消息，鞭牛士从可靠渠道独家获悉，疯狂小杨哥在停播一年后即将复播，重新开启直播带货。 9月23日，三只羊网络在官方账号发布文章，文中出现了大小杨哥的宣传海报，这被外界视为大小杨哥可能即将正式复出的信号。 最新的消息显示，小杨哥将在近期复出，目前其抖音主账号粉丝数显示为9999万+，已经超过一年没有再更新。 内容创新与互动体验优化：电商直播更加注重内容创新，引入剧情直播、场景直播、互动游戏等多种形式，同时优化互动体验，通过实时评论、 ...

以下文章来源于字母榜 ，作者薛亚萍 字母榜 . 让未来不止于大 第一个完美闭环的大主播。 作者： 薛亚萍 来源： 字母榜 和西贝一战，不少人感叹：老罗回来了。 数月前，梁文锋得知罗永浩准备做AIOS（人工智能操作系统）时，他问罗永浩，"你为什么非 要做科技？"在梁文锋看来，一个人如果能在任何领域做到全国前几名，就不应该辜负这份天 分。而罗永浩，正是他眼中那个"最该靠嘴吃饭"的人。 对于罗永浩来说，这是漂亮的一战，设置议题，顺应民意。谁还记得，一个月前，他因脱口秀 节目，连发数十条微博和网友对骂，寸步不让。如今，罗永浩人设反转，他说支持自己的人有 90%，俨然成了舆论场里的正义化身。 无论外界如何看待，流量已经涌入到他最熟悉的战场：直播间。 罗永浩有些沮丧，但梁文锋的话，他听进去了。罗永浩坦言自己思考了这个问题，但还是不能 远离科技圈。 于是，几个月后，各大平台悄然出现一档播客：《罗永浩的十字路口》。罗永浩多了一个新身 份：播客对话者。 按照计划，罗永浩每周对话一位科技领袖或创业者等。在访谈中，罗永浩主动设置议题，相应 地产生舆论话题。比如首期对话李想，"李想哽咽感谢美团王兴"的话题就刷榜社交平台。 "靠嘴吃饭 ...

从辛巴手里接管辛选集团后，初瑞雪在近日的直播中宣布了新的调整，将主播合作模式由签约制升级为 合伙制。在新的模式下，辛选收取约5%的服务费，利润与主播四六分成。 网经社电子商务研究中心数字生活分析师陈礼腾向红星资本局表示，该模式可降低公司成本、规避风 险，并激发主播自主性。然而，主播需自负盈亏，面临更大挑战。 23日，红星资本局就此采访辛选集团，截至发稿暂无回应。 主播自负盈亏 辛选收取5%服务费 初瑞雪表示，主播会与集团成立独立的合伙企业，他们每个人都是自己公司的CEO。辛选主要负责供应 链、中台支持和资源赋能，但不再直接管理主播运营。 直播中，辛选头部主播赵梦澈提到，主播们的分成会翻倍，公司仅收取约5%的服务费，其他的利润分 给主播六成，剩下四成利润维持公司运转。 随后，赵梦澈对身后的主播们说道，在新的合伙制模式下，"你们是自己的法人（法定代表人），可以 查自己的账，对自己的流量，但是赔钱公司不管。" 红星资本局注意到，赵梦澈在直播中对主播们说，"只是希望你们活下去，希望你们都好。" 对于这一变化给辛选带来的影响，9月23日，红星资本局采访辛选集团，截至发稿暂无回应。 据辛选官网，其开创了成熟的主播选拔、培 ...

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].

编者荐语： 个人看法：看不惯老罗不断挖苦俞敏洪，不过西贝这事没大问题，把预制菜问题放桌面上讨论挺好。 人，是一种复杂的生物，公德和私德不是完全对等。这让我想起了另外一个梗：100年前，每天抽烟喝 酒的岛国领导和不抽烟不喝酒喜爱艺术的某国领导，你更支持谁？ 以下文章来源于字母榜 ，作者薛亚萍 字母榜 . 让未来不止于大 和西贝一战，不少人感叹：老罗回来了。 数月前，梁文锋得知罗永浩准备做AIOS（人工智能操作系统）时，他问罗永浩， "你为什么非要做科技？" 在梁文锋看来，一个人如果能在任何领域做到全国前几名，就不应该辜负这份天分。 而罗永浩，正是他眼 中那个"最该靠嘴吃饭"的人。 罗永浩有些沮丧，但梁文锋的话，他听进去了。罗永浩坦言自己思考了这个问题，但还是不能远离科技 圈。 于是，几个月后，各大平台悄然出现一档播客：《罗永浩的十字路口》。罗永浩多了一个新身份：播客对 话者。 "靠嘴吃饭"的罗永浩，最近又和西贝开战。 对于罗永浩来说，这是漂亮的一战，设置议题，顺应民意。 谁还记得，一个月前，他因脱口秀节目，连发 数十条微博和网友对骂，寸步不让。如今，罗永浩人设反转，他说支持自己的人有90%，俨然成了舆论场里 的 ...

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].