Headline: Top Livestreaming Hosts Step Back from E-commerce as Industry Faces Shake-Up

Following the news of popular livestreaming hosts such as Yang Xiaoge and Simba scaling back their presence in the live-streaming e-commerce sector, the industry is facing a period of uncertainty. Analysts are predicting a potential shake-up as consumers question the reliability of livestreaming platforms

Following the news of popular livestreaming hosts such as Yang Xiaoge and Simba scaling back their presence in the live-streaming e-commerce sector, the industry is facing a period of uncertainty. Analysts are predicting a potential shake-up as consumers question the reliability of livestreaming platforms.

Top Hosts Take a Break

Yang Xiaoge:

• Announced in early March that he would be reducing the frequency of his live-streaming sales events.

• Has handed over his account to his apprentice.

• Has fallen out of the top 20 hosts on the Douyin platform.

• Stated that he plans to shift his focus from being a public figure to an entrepreneur.

Simba:

• Revealed in mid-March that he would be taking a two-year hiatus from live-streaming to focus on studying artificial intelligence.

• Expressed dissatisfaction with the current state of the livestreaming e-commerce industry.

• His company, Xin Xuan Group, has an annual transaction volume of over 50 billion yuan.

The Challenge of Balancing Price, Trust, and Quality

The rise of livestreaming e-commerce has brought into focus the inherent tension between price, quality, and trust. Top hosts often rely on low prices to attract viewers, but this can lead to merchants cutting corners on quality to maintain profitability.

• Simba's sale of mattresses at significantly below market value resulted in backlash from offline distributors and damage to his brand's reputation.

• Consumers have filed tens of thousands of complaints against products sold by top hosts, citing issues such as false advertising, poor quality, and misleading pricing.

• The trust that consumers once placed in top hosts is waning.

Industry Shake-Up on the Horizon

The departure of top hosts is expected to trigger a shake-up in the livestreaming e-commerce industry.

• Smaller hosts and merchants will gain greater visibility.

• The industry will become more diverse and balanced.

• Consumers will become more discerning in their approach to livestreaming sales.

Industry Trends: Standardization, Professionalism, and Quality

To address the challenge of balancing price and quality, the livestreaming e-commerce industry must embrace the following principles:

• Merchants should differentiate their products and services to reduce consumers' sensitivity to price.

• Hosts should provide professional guidance to help consumers understand the value of products.

• Merchants should set reasonable pricing strategies that reflect the quality of their products and services.

The industry as a whole should strive for:

• Standardization: Establishing clear regulations and defining the responsibilities of hosts, merchants, and platforms.

• Enhanced Supervision: Preventing fraud, counterfeiting, and consumer rights violations.

• Industry Self-Discipline: Promoting high standards of entry, evaluation, and integrity.

• Improved Supply Chain Management: Ensuring price transparency and combating unfair pricing practices.

• Consumer Protection: Establishing effective complaint handling mechanisms to safeguard consumer rights.

According to Hong Yong, an expert from the China Digital Economy 50-Person Forum, the future of livestreaming e-commerce lies in a more professional, standardized, and quality-oriented approach. This will ensure consumer protection, resolve the price-quality contradiction, and drive the sustainable development of the industry.

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