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.












