The myth of Internet‑era hiring has collapsed

Streamer Lele (乐乐) pushes back and apologizes

Lele (乐乐), a livestream host, told viewers that “the era of relying on singing, dancing and talents is over,” and urged audiences to focus on product introductions during a recent sell‑focused broadcast, it has been reported by Phoenix (凤凰网). He said the remark came from a tight broadcast rhythm and denied any intent to disparage peers. Lele reportedly apologized after some viewers misinterpreted his comments, blamed unclear wording for the backlash, and promised to be more careful in future streams. Phoenix noted the clip was uploaded by a user on its Dafeng Hao (大风号) platform and that the site only provides storage space for user content.

A sign of live‑commerce professionalization

China’s livestream e‑commerce industry — anchored by platforms such as Taobao (淘宝), Douyin (抖音) and Kuaishou (快手) — grew in part by turning entertainers into sellers. But that model is shifting. Regulators and platform operators have pushed for more standardized, conversion‑driven formats and tighter content rules since 2020, and brands increasingly demand measurable sales performance rather than spectacle. Is the old internet‑era idea that anyone can become a star simply by being entertaining now outdated? Reportedly, many platforms are encouraging hosts to prioritise product expertise and compliance over novelty gimmicks.

What this means for talent, platforms and brands

For streamers and agencies, the change narrows the margin for attention‑seeking tactics and raises the bar on commercial professionalism. For brands, it promises steadier ROI and lower regulatory risk. For Western readers unfamiliar with China’s digital ecosystem: this is not just a stylistic shift but part of a broader regulatory and platform reset that has reshaped how online influence is hired, trained and monetized. Whether this signals the “collapse” of Internet‑era hiring myths or simply an industry course‑correction will depend on whether discovery and audience growth can be sustained without the old theatrics.