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、 ...

Core Insights - The article discusses the potential return of the prominent live-streaming influencer Viya, who has been absent for nearly four years, as she appears to be exploring private traffic channels through a new mini-program called "Qianxun Super Member" [1][2][5] - The mini-program has sparked speculation about Viya's comeback, despite the company behind it denying any plans for her to return to live streaming [1][5] - The trend of influencers shifting focus to private traffic is highlighted, as they seek new avenues for growth amid fierce competition in public traffic [2][5][13] Summary by Sections Viya's Potential Comeback - Viya has been linked to the "Qianxun Super Member" mini-program, which features her as a model in promotional materials, leading to speculation about her return [1][3] - The mini-program is currently in a testing phase, offering limited-time purchasing benefits for registered members, with various product categories available [3][4] Private Traffic Strategy - The article emphasizes the shift of top influencers towards private traffic as a strategy to maintain direct engagement with their fanbase and explore new monetization methods [5][12] - Viya's previous success in building a strong private traffic network is noted, with over 90,000 groups potentially reaching 1.8 million users [4][13] Industry Trends - The competitive landscape for top influencers is changing, with many seeking new growth opportunities in private traffic due to saturation in public traffic [5][13] - The challenges faced by other influencers, such as Xiaoyang Ge, in launching their own platforms and the difficulties in achieving significant traction are also discussed [11][12] Short Drama Ventures - Viya's company, Qianxun, is also venturing into the short drama space, attempting to leverage the popularity of short-form content for brand partnerships and advertising [7][8] - However, the initial results of these short dramas have been underwhelming, indicating the challenges of integrating influencer marketing with new content formats [8][12] Conclusion - The article concludes that the future success of influencers like Viya and Xiaoyang Ge in private traffic and new ventures will depend on their ability to engage and retain their fanbase, as consumer loyalty shifts towards product quality and pricing rather than individual personalities [14]

Core Viewpoint - The article discusses the potential return of a prominent live-streaming influencer, Xiao Yang Ge, after a significant hiatus due to controversies, highlighting the evolving landscape of the live-streaming e-commerce industry and the challenges of rebuilding trust with consumers [3][11][40]. Group 1: Industry Changes - The live-streaming e-commerce industry is transitioning from chaotic growth to more regulated operations, marked by increased scrutiny and compliance measures following controversies involving top influencers [18][41]. - The market is witnessing a shift towards "de-headification," with smaller and mid-tier influencers gaining prominence as trust in top-tier influencers declines [25][24]. - Data from Douyin shows that store broadcasts now account for over 30% of GMV, while top influencers contribute only 9%, indicating a significant change in the industry's dynamics [25]. Group 2: Xiao Yang Ge's Impact - Xiao Yang Ge, once a leading figure in live-streaming sales, achieved remarkable sales figures, including 1.5 billion yuan in one hour during a live session and over 10 billion yuan in total sales in 2022 [14][39]. - His recent controversies, particularly related to product quality, have led to a loss of over 12 million followers and raised questions about his ability to regain consumer trust upon his return [3][26]. - The article emphasizes that Xiao Yang Ge's comeback will be closely monitored, and any failure to address past issues could lead to further decline in his career and the industry [40][47]. Group 3: Trust and Quality Concerns - The decline in consumer trust towards live-streaming influencers is a critical issue, as past successes were largely built on the credibility of their personas [26][40]. - The article suggests that rebuilding this trust will be a challenging "second startup" for Xiao Yang Ge, as consumers and the industry will scrutinize his actions closely [40][47]. - The need for improved product quality and accountability in the live-streaming sector is underscored, with a call for deeper engagement in supply chain management and quality control [44][48].