Simba’s Retirement and Wife’s Takeover Spotlight Family‑Run Trend in China’s Livestream E‑Commerce Market
A Chinese livestreaming star known as Simba – the charismatic host whose real name is Xinba – has once again become the subject of a nationwide buzz. In mid‑August he announced during a live broadcast that a severe lung condition forced him to step away from the platform that had turned him into a household name. The declaration was dramatic: Simba said he would retire from livestreaming and hand over control of his company, the Xinxuan Group, to his wife, Chu Ruixue.
26 August 2025
The announcement, made on August 18, sent shockwaves through the e‑commerce community. Simba’s followers, many of whom had grown accustomed to his daily product showcases, were left wondering how the brand he built could survive without its frontman. Yet just a week later, on August 25, Chu Ruixue posted a video on the very account Simba had used for years. In the heartfelt clip she confirmed that she had taken over the channel and the company, explaining that she had long been aware of her husband’s health problems. “I am not stepping in because I want this role,” she said, “but because my husband, our family, and the thousands of employees at Xinxuan need me.” The video quickly amassed millions of views and sparked a flurry of comments ranging from supportive applause to skeptical murmurs.
The most tangible sign that the account would soon be active again came with the announcement of a pre‑scheduled broadcast for August 29 at 10 a.m. Within hours, more than 370,000 users had reserved a spot to watch, indicating that the audience’s appetite for Simba’s brand remains robust even under new stewardship. The upcoming stream will be hosted by Chu Ruixue herself, flanked by several of Simba’s former apprentices – Dandan, Shi Dapiao Liang, Lu and Chen Xiaoshuo – who appeared together in a promotional video released alongside the livestream notice.
The story has ignited a wide‑ranging conversation online. On Weibo, users have coined phrases such as “left hand changes right hand” (左手倒右手) and “husband changes wife” (老公换老婆) to capture the sense that this is a strategic handover rather than a genuine exit. Many point out that this is not Simba’s first “retirement” – over the past few years he has repeatedly hinted at stepping back, only to return after a brief hiatus. The pattern has led some to suspect that the health claim may be a convenient pretext for a calculated shift in control, allowing the family to retain the lucrative Xinxuan brand while reducing personal exposure to the scrutiny that comes with being a high‑profile streamer.
Other commentators have raised questions about the broader implications for the livestreaming industry. The rapid succession from husband to wife underscores a growing trend among top influencers to embed their operations within family structures. Such “family‑run” models can provide continuity for brand loyalists and safeguard market share, but they also concentrate power in the hands of a few elite families, potentially squeezing out smaller creators. Experts suggest that this could become a template for other leading hosts seeking to sidestep escalating regulatory pressure while maintaining a foothold in the market.
The transition also shines a light on the inner dynamics of the Xinxuan Group. Chu Ruixue’s video notably omitted several key figures who have been central to Simba’s past successes, including apprentices Dandan, Zhao Mengche and Xu Jie, who have not appeared in recent footage. Their absence has fueled speculation about internal restructuring or possible disputes. Moreover, some netizens recalled the “cotton password incident” – a past controversy that involved the manipulation of product codes to inflate sales – asking whether the new leadership will address lingering compliance issues. The lack of visible accountability has only deepened the sense of intrigue surrounding the takeover.
Beyond the business realm, the episode touches on deeper social and political currents. Livestream e‑commerce has become one of the most influential channels for consumer spending in China, shaping purchasing habits and even affecting price expectations. The sudden removal of a marquee host can shift market dynamics, prompting both retailers and consumers to reassess their strategies. Moreover, the sector has attracted increasing regulatory attention from Chinese authorities, who are tightening rules around false advertising, tax compliance and the “social responsibility” of high‑profile internet personalities. The government’s push for “common prosperity” and tighter platform oversight may soon make such family‑handed transitions a focal point for policy discussions.
Public sentiment appears to be a mixture of curiosity, skepticism, and a degree of empathy. While many observers question the authenticity of Simba’s health narrative and view the handover as a clever maneuver to keep the brand in the family’s grip, others have expressed sympathy for Chu Ruixue’s position. In her video, she spoke of her responsibilities as a mother of three and a partner caring for a sick spouse, resonating with some followers who see her as a devoted family figure stepping up in a crisis.
As the August 29 livestream approaches, the Chinese online community will be watching closely. Whether Chu Ruixue can sustain the momentum built by Simba, retain the loyalty of a massive follower base, and navigate the complex regulatory landscape will be a telling test for the emerging model of “family‑run” livestream enterprises. The event also offers a lens into how Chinese e‑commerce influencers manage risk, branding, and succession in an environment where personal health, public perception, and state policy intersect in ever‑more intricate ways. Whatever the outcome, the saga of Simba’s account – its abrupt retirement, rapid handover, and impending rebroadcast – has already left an indelible mark on the evolving story of China’s digital marketplace.
