Core Viewpoint - The article discusses the fifth announcement of withdrawal from live streaming by the influencer Xinba, highlighting the skepticism from fans due to his history of returning after previous withdrawals. The article also addresses the challenges faced by his brand, XinXuan, in maintaining consumer trust amid product quality issues and the implications of his potential permanent exit from the industry [1][2][6]. Summary by Sections Withdrawal Announcement - On August 18, Xinba announced his departure from the live streaming industry, stating he could no longer handle the work and would transfer management of his account to his wife, Churui Xue [1][2]. - This marks his fifth withdrawal announcement, leading many fans to question its sincerity, as previous withdrawals have often resulted in high sales upon his return [2][4]. Historical Context - Xinba's past withdrawals have often been followed by quick returns, with significant sales figures, such as over 12 billion in a single session after a 51-day hiatus in 2020 [4]. - His strategy of creating a sense of scarcity through temporary withdrawals has proven effective in boosting consumer engagement and sales [5][6]. Product Quality Issues - XinXuan has faced multiple product quality controversies in recent years, including issues with beef products and a sanitary napkin brand accused of containing harmful substances [7][11]. - The brand's reputation has suffered due to these incidents, leading to consumer distrust and calls for accountability [8][10]. Management Transition - Xinba plans to hand over the management of XinXuan to his wife, Churui Xue, who has some business management experience [12]. - The company has been overly reliant on Xinba's personal influence, raising concerns about maintaining sales and engagement without his direct involvement [12][14]. Future Prospects - Industry experts suggest that XinXuan should diversify its business model and reduce reliance on a single influencer to mitigate risks associated with potential controversies [12][14]. - The company's ability to adapt and innovate in response to these challenges will determine its future success in the competitive live streaming market [14].

Core Viewpoint - The article highlights the quality issues surrounding products promoted by influencer Xinba, particularly focusing on the "Cangye Farmer Beef Steak" and "Meixiang Moment Beef Steak," which have faced consumer complaints regarding their authenticity and quality [2][8][11]. Group 1: Product Quality Issues - Consumers have reported serious quality concerns with the beef steaks sold by Xinba, including claims that the products are not genuine beef but rather synthetic meat [4][8]. - Specific complaints include the presence of unidentifiable meat parts and a texture resembling that of processed meat, leading to dissatisfaction among buyers [3][4]. - The products have been found to contain undeclared food additives, raising food safety concerns [9][11]. Group 2: Sales and Market Impact - The sales figures for the controversial beef steaks are significant, with "Meixiang Moment Beef Steak" reportedly achieving sales of 5,000 to 6,000 units per link, and "Cangye Farmer Beef Steak" exceeding 20,000 units per link, resulting in sales exceeding tens of millions [11]. - Xinba's live-streaming sales performance has been notable, with reported sales of 5.969 billion yuan in a recent month, indicating a strong market presence despite the controversies [21][22]. Group 3: Regulatory and Legal Issues - The production companies behind the beef steaks have faced penalties for failing to properly label food additives, with fines amounting to 247,680 yuan [11][14]. - Xinba's team has been accused of misleading advertising, claiming the steaks are "original cut" and suitable for children, which has led to allegations of false promotion [16][17]. Group 4: Historical Context - This is not the first instance of Xinba facing product quality crises; previous controversies include the promotion of a product that was later revealed to be misleadingly marketed as a health supplement [24]. - The pattern of consumer complaints and regulatory scrutiny suggests ongoing challenges for Xinba in maintaining product integrity and consumer trust [5][24].