On August 18, the most famous Livestream seller in China Xinba (Xin Youzhi) shocked his audience by announcing his retreat during a Kuaishou broadcast.
He explained that he suffered from a serious lung disease and could no longer continue to stream, adding that he would handle the management of his commercial empire to his wife and longtime partner Chu Ruixue.
His departure arrives in a turbulent moment, like Cotton codeThe health brand he founded Group xinxuanHe faces a harmful security scandal.
In recent weeks, the tests committed to consumption have said that some Cotton code The products contained excessive levels of tiourea, a long long listed as dangerous in China and associated with potential cancer risks after prolonged exposure. It has been reported that a sample contains up to 16,653 μg/gTurn on a ferocious online debate and trigger public distrust.
The story spread rapidly through Weibo and other platforms, turning Xinba From a symbol of the Economy of the Livestream in rapid Chinese expansion at the center of a dispute on health and consumer rights. Cotton codelaunched in 2017 as Xinba’s The leading brand had been promoted to millions of buyers with its name and was once greeted as a model for trade led by the influencer.
Xinxuan He denied that the products are not sure, citing official inspections that found the hygienic pads compliant with national standards. However, the dispute damaged the company’s reputation and led many to view Xinba’s Sudden retirement as an effort to defuse the recourse by protecting the brand.
Once celebrated as “Golden Goose” by Kuaishou with over 100 million followers, Xinba Defined the livestream shopping boom in China and contributed to transforming his company into a market leader in less than a decade.
Its exit now marks the end of an era for industry. If Chu Ruixue can reconstruct trust and steer Xinxuan It remains to be seen through the crisis, but the scandal has already left a lasting mark on the future of the Chinese livestream trade.
Sources: Znews
