Today marks 120 days since Xinba announced his exit from the internet. The Xinxuan Group he left behind is undergoing significant turbulence.
Recently, host Zhao Mengche revealed during a livestream that his single-session sales of 2 billion yuan were largely attributed to the popularity brought by his mentor, Xinba. He emphasized that one should not hastily credit their own abilities for success and should reflect on their true self rather than taking achievements for granted.
This statement was interpreted by outsiders as a veiled message to fellow host Dandan, reminding her not to claim all credit for her accomplishments.
In mid-November, Xinba’s protégé Dandan, known as the "Queen of Kuaishou," made a comeback after months of silence and publicly accused Xinxuan of workplace bullying and income control, stating that her contract termination was not voluntary.
A Xinxuan employee disclosed that Dandan took many core team members with her after going independent. "Dandan’s team works at a terrifying pace, but she’s also very generous with pay," the employee noted. Meanwhile, Xinba’s wife, Chu Ruixue, implemented strict reforms after taking over, initiating a new round of layoffs. Employees earning over 10,000 yuan per month faced salary cuts ranging from 3% to 20%. "Those who refused the pay cuts could leave with compensation, and many joined Dandan’s team immediately," the employee added.
**Did Dandan Break Away, Ending the Mentor-Protégé Relationship?** In June, after the 618 shopping festival, Xinxuan’s top host Dandan (real name Yang Runxin) suddenly stopped updating her social media accounts and cleared her main account’s history. In August, she was absent from Xinba’s farewell livestream, fueling speculation about a rift.
Four months later, in late October, Dandan resumed livestreaming and revealed she had terminated her contract with Xinxuan, clarifying that the split was not her decision. "Before Xinba left, I was already made independent. Everyone will eventually go independent," she said. She also disclosed enduring long-term workplace bullying and having no control over her post-tax income from 2019 to 2022.
A merchant collaborating with Xinxuan confirmed that Dandan’s team relocated from Guangzhou to Hangzhou, taking many employees, including key personnel. "The heads of Xinxuan’s investment and product centers remain unchanged—they’re Xinba’s loyalists. But many from these teams joined Dandan, like her new investment head, who was Xinxuan’s deputy director."
Another employee noted, "Dandan’s team works relentlessly, but she pays well—many got raises after joining."
Public records show Dandan joined Xinxuan in 2019 at age 22, becoming Xinba’s protégé. By September 2024, she amassed over 100 million followers, making her the only female livestreamer to achieve this. In 2023, she and Xinba generated nearly 30 billion yuan in GMV, with Dandan contributing 17.1 billion yuan, cementing her as Kuaishou’s top host.
**New Layoffs and Pay Cuts for High Earners** As Dandan poached Xinxuan employees, the company itself underwent layoffs. "Many took compensation and joined Dandan’s team seamlessly," an employee revealed.
In May, Xinxuan relocated its livestream operations from Hangzhou back to Guangzhou, citing "business adjustments"—just two years after Xinba’s high-profile move to Hangzhou. A round of layoffs followed, with employees unwilling to relocate leaving with severance.
Another wave began in August after Xinba’s exit announcement. "I joined in mid-July and was laid off within two weeks, receiving half a month’s pay as compensation," one employee shared. "Support teams, especially remote customer service, were hit hardest—entire departments were cut in August."
Pay cuts accompanied layoffs: salaries under 10,000 yuan remained unchanged, while those above faced reductions—3% for 10,000-20,000 yuan, 5% for 20,000-100,000 yuan, and 20% beyond. Employees refusing cuts could leave with compensation.
Xinxuan’s workforce has shrunk from over 4,000 three years ago to about 1,000 today, mostly based in Guangzhou, with fewer than 100 in Hangzhou handling support and self-operated business functions.
**Chu Ruixue’s "Iron Fist" Reforms Draw Mixed Reactions** On August 18, Xinba announced his retirement due to health reasons, handing his account to wife Chu Ruixue. This fifth exit appeared final, as his account was soon cleared and renamed.
Ten days later, Chu debuted as Xinxuan’s leader, vowing to be its "steadfast anchor." Her 15-hour livestream reportedly surpassed 2 billion yuan in sales.
Her reforms included shifting from a contracted host model to a partnership system, raising hosts’ revenue share to 60% while Xinxuan retained just 5% as a service fee. Hosts now operate as independent entities, managing their own legal and operational responsibilities, while Xinxuan provides supply chain and backend support.
Employees had mixed views on Chu’s leadership. Some noted the company’s mature structure ensured stability, while others criticized her swift layoffs and pay cuts as "too harsh."
However, challenges persist. In September, Xinxuan’s Guangzhou-based subsidiary was flagged for overdue consumption tax filings. Past product scandals, like the "Cotton Code" sanitary pad safety controversy, and recent penalties for false advertising in livestreams further dented Xinxuan’s credibility, exposing deeper supply chain and compliance risks.
Comments