Core Insights - The article discusses the recent entry of Hou Yi, the founder and former CEO of Hema Fresh, into the live-streaming e-commerce space with his new venture "Lao Cai Rui Xuan" [1][3] - Despite concerns about the timing of his entry, the article argues that Hou's extensive retail experience and understanding of consumer needs position him well for success in this competitive market [3][17] Company Overview - Hou Yi has over 40 years of retail experience and previously built Hema Fresh into a leading brand in the new retail sector [3] - His new venture focuses on selling fresh produce, baked goods, and seafood, targeting middle-class families with higher-priced, high-repeat purchase items [3][14] Market Context - The live-streaming e-commerce landscape has evolved, requiring hosts to possess skills in product presentation, quality control, and customer service [1][3] - The article highlights the importance of trust in live-streaming sales, emphasizing that successful hosts must prioritize product quality and consumer safety over mere entertainment [19] Previous Ventures - Since retiring from Hema, Hou Yi has attempted other entrepreneurial projects, including a pet food brand and a seafood barbecue restaurant, both of which faced challenges and closures [14][16] - Despite these setbacks, Hou's track record of building Hema from scratch suggests he has the capability to succeed in new ventures [14][16] Consumer Perspective - From a consumer standpoint, having an experienced figure like Hou Yi curating products can enhance trust and quality assurance in live-streaming sales [19] - The article concludes by inviting opinions on whether Hou Yi can achieve success in this new venture, reflecting the public's interest in his ability to adapt to changing market dynamics [19]