Everyone is talking about the ban of Cherie (Xueli) and Sunny (Lin Shanshan). Cherie is one of Taobao's top livestreamers with >28 million fans on Taobao and was the top Taobao women's clothing seller. Cherie recorded 3.1bn RMB in GMV during Double 11 shopping festival in 2020. Lin Shanshan had ~10 million followers. Yesterday, both stars' Weibo, Taobao, Douyin, Xiaohongshu (RED) stores and Wechat official accounts shut down. You cannot search for either livestreamer on Taobao anymore, given "violations of relevant regulations".
When I mentioned Cherie and Lin Shanshan's tax evasion issues a few weeks ago, I said this was a blow for BABA and for e-commerce livestreaming. So who's next? Maybe Kuaishou's (1024.HK) KOLs. Kuaishou's Simba and Sanda families have a controversial history in the e-commerce livestreaming world. They better be careful with their aggressive sales/marketing practices.
