Core Viewpoint - The news highlights the turmoil surrounding XinXuan Group and its founder XinBa, including significant layoffs and potential withdrawal from the live-streaming platform, raising concerns about the company's future and its impact on the industry [1][4]. Group 1: Company Developments - XinXuan Group is reportedly planning to conduct large-scale layoffs, with rumors suggesting a 50% reduction in workforce, although the company has not confirmed this [1]. - XinBa announced his intention to "retire from the internet" due to health issues, marking the fifth time since 2020 he has made such claims, which raises questions about the sincerity of his statements [1]. - On August 22, XinBa changed his account name and cleared all content from his Kuaishou account, signaling a potential departure from the platform [4]. Group 2: Industry Context - The Chinese government, through the State Administration for Market Regulation, is intensifying efforts to regulate the live-streaming e-commerce sector, which may affect companies like XinXuan Group [4]. - Kuaishou is facing challenges such as slowing user growth and declining GMV, making XinBa's presence crucial for the platform's stability [4]. - XinBa's previous sales achievements, such as generating 4 billion in sales during the 2025 Kuaishou 618 event, underscore his significant influence in the live-streaming industry [4].

Core Viewpoint - The article discusses the fifth announcement of the live-streaming influencer Xinba's retirement from the industry due to severe health issues, specifically a chronic lung condition, and the subsequent management transition within his company, XinXuan Group [1][4][5]. Group 1: Xinba's Retirement Announcement - Xinba announced his retirement from live streaming on August 18, citing serious health issues, stating that his lungs resemble those of a 95-year-old [1][4]. - This marks the fifth time Xinba has declared his intention to retire from the industry, with previous announcements occurring in April 2020, April 2021, November 2023, and April 2024 [5][6]. Group 2: Management Transition - Following Xinba's announcement, he transferred his personal account with 100 million followers to the company as an asset and appointed Churui Xue to take over the management of XinXuan Group [4]. - Churui Xue, a co-founder of the company, has been leading supply chain and brand operations, and the company has established a professional management system covering various operational aspects [4]. Group 3: Product Controversy - Prior to Xinba's retirement announcement, his brand "Mian Mima" faced backlash for producing sanitary napkins containing the carcinogenic substance thiourea, leading to consumer complaints [7][9]. - Thiourea is classified as a Group 3 carcinogen by the International Agency for Research on Cancer, indicating insufficient evidence of its carcinogenicity in humans, but it is not considered safe [10][11]. Group 4: Regulatory Context - The new national standard for disposable sanitary products, effective July 1, 2025, prohibits the use of thiourea, but the products currently on the market were produced before this date and comply with the old standards [14][16]. - The Shantou market supervision authority stated that products meeting the old standards can still be sold within their shelf life, despite the new regulations [16]. Group 5: Industry Implications - Xinba's repeated retirement announcements have been perceived as strategic moves in response to public scrutiny, with the notion that he has mastered the art of managing public perception [17][29]. - The live-streaming e-commerce sector is evolving, with a shift towards reducing reliance on top influencers, as seen in the broader industry trend where major figures have stepped back or faced challenges [26][27].