Core Viewpoint - The article discusses the decline of Liu Genghong's popularity and the implications of his recent split from Wuyou Media, highlighting the challenges faced by both the influencer and the agency in the evolving landscape of live streaming and e-commerce [2][8]. Group 1: Liu Genghong's Rise and Fall - Liu Genghong experienced a meteoric rise in popularity, gaining over 70 million followers and achieving peak live stream viewership of over 52 million [3][4]. - His income from live streaming surged dramatically, with rewards increasing from 26,000 yuan to 240,000 yuan in just ten days [4]. - The initial success was attributed to the pandemic-driven demand for home fitness, but recent data shows a significant drop in average viewership to 1.685 million [6][8]. Group 2: Wuyou Media's Position and Strategy - Wuyou Media, which has over 100,000 signed influencers, has been a dominant player in the entertainment live streaming sector, but faces challenges in transitioning to e-commerce [11][20]. - The agency's management structure is pyramid-based, providing more resources to top influencers, but this model is under pressure as Liu's declining metrics raise questions about ROI [6][9]. - Wuyou Media's focus has primarily been on entertainment rather than sales, making it difficult for them to compete with e-commerce-focused MCNs [12][19]. Group 3: Challenges in Live Streaming and E-commerce - The article highlights the difficulties in converting entertainment-focused influencers into successful sales-driven live streamers, as the skill sets required differ significantly [10][12]. - Regulatory pressures are increasing, making it harder for entertainment streamers to monetize their content through tips and gifts, which could impact the overall revenue model [17][18]. - The disparity in audience engagement between entertainment and e-commerce live streams is evident, with e-commerce streams requiring more specialized knowledge and sales skills [13][14].