This year's Double 11, everyone's attention was attracted by Brother Yang, who spent tens of millions of dollars to hold a concert. In previous years, the Simba family, which was huge, unexpectedly faded out of sight. Paipai noticed that this year's Double 11, Xin Xuan did have a point, == situation". 
The master sister Dandan, who was originally going to lead Xin Xuan to fight in Double 11, was accidentally injured and hospitalized the day before the live broadcast after releasing dozens of warm-up content, and temporarily canceled the next day's Double 11 live broadcast. According to people familiar with the matter, the cause of Dandan's injury is suspected to be man-made. However, other Xinxuan anchors responded in front of the camera that Dandan was injured by a fall. And the next day, Dandan, who was supposed to be live, not only did not broadcast live, but also posted a ** that read "Burst a shocking melon"**, which disappeared from public view and has not been updated until today. 
Although Xin Xuan's other major anchor "Shi Da Beautiful" temporarily took over the baton to complete the double 11 live broadcast, the record was not satisfactory. The temporary change of Dandan, which has had a huge impact on the double 11 of the Xin Xuan system. According to the list of Kuaishou live broadcasters with goods in November released by Whip Bull, it can be found that the Xin Xuan system is declining, not only no one has entered the top three, but even in the top ten list, only Dan Dan is on the list. Such a situation can be described as Waterloo for Simba 818, the largest family that dominated the fast players in previous years, which is surprising. 
However, this scenario seems to have been foreseen. This year's Double 11, along with Dandan, there is also Simba, the founder of Xinxuan. Not long ago, when Simba's wife Chu Ruixue came back, she had a lot of conflicts with Dandan, which attracted a lot of heat, and Simba was still active in it. But this time Double 11 and even Double 12, Simba did not start broadcasting. At present, Simba's Kuaishou account is still stuck on October 26, and the last ** has nothing to do with bringing goods, but to celebrate the successful launch of the Shenzhou 17 rocket. For e-commerce, double 11 and double 12 are important nodes, and Xin Xuan's absence is undoubtedly to give up traffic, which will inevitably cause suspicion from the outside world. 
On December 9, Xin Xuan leaked a notice of appointment and dismissal. The notice announced the appointment of Song Tieniu (Blue Mountain) as the CEO of the group, and Guan Qian no longer served as the CEO of the group. After the news leaked out, Xinxuan anchor Dandan was suspected of publicly abusing and reprimanding the former CEO in the circle of friends and work groups. According to the screenshot of the online transmission, Dandan said, "Spend hundreds of millions more on the company a year, and attract a group of donkeys and horses. In addition, Dandan, who is suspected of also posting in the circle of friends, said, "Finally got out of the group, eliminated harm for the people, and chose a piece of pure land, peers should use it with caution!."”
The CEO of the group resigned, why was Dandan, as the anchor, so angry that he even did not hesitate to scold?According to industry analysts, Guan Qian, the former CEO of Xinxuan, is a former executive of Alibaba, and after jumping to Xinxuan, because he spent a lot of money in Xinxuan, but the input-output ratio was not good, he also brought many former subordinates of large factories, which brought a large factory atmosphere to Xinxuan, and caused dissatisfaction within Xinxuan. Some netizens also analyzed that this is a huge cognitive gap between highly educated elites and "nouveau riche", and the judgment is made from the quality of Dandan's speech. 
However, such a major change in the group's personnel also reflects the crisis that Xin Xuan is currently facing. In the past few years, Xin Xuan has developed rapidly from Simba single-handedly to the establishment of a group company, expanding the anchor matrix. But among them, there are also various hidden dangers. For example, Simba has had many war of words with Kuaishou, which is nothing more than a precursor to a traffic crisis;Xinxuan anchors use hype to attract traffic, which undoubtedly lays the foundation for the backlash in the future;Not to mention, there are false propaganda and product quality "overturning" in the process of Xinxuan anchors bringing goods, which is simply drinking doves to quench their thirst. 
These are the most obvious in the process of Xinxuan's rapid growth, and they will face labor pains if they want to solve them. But Xin Xuan, who was put on the top line, it was difficult to make such a difficult choice. The end of drinking doves to quench thirst is certainly tragic. Xin Xuan, who suffers from traffic anxiety, has begun to show his feet. Simba, who has repeatedly wanted to retreat into the background, has not yet found a big anchor who can really replace him to support Xin Xuan's future. 
As an e-commerce anchor, Simba may be one of the best candidates in China, but as a boss, Simba still has a long way to go. As a well-known e-commerce group in China, Xinxuan is even more so.