In China's booming livestream e-commerce industry, some ride the wave to success while others fade into obscurity. Zhang Lan, once hailed as the "Warrior Orchid" of livestreaming, now faces declining viewership and dwindling followers. What caused this dramatic downfall?
Desperate Pleas Fail to Stem Fan Exodus
On January 25, Zhang publicly complained about losing followers during a broadcast, even invoking her granddaughter Xiao Yue'er in an emotional appeal for sympathy. This "playing the victim" marketing tactic backfired, with many netizens criticizing her for exploiting family members. Data reveals her account lost 36,000 followers in just seven days, with daily losses exceeding 1,000—a trend showing no signs of reversal.
Recycled Content Loses Audience Interest
The primary reason for Zhang's declining viewership lies in her lack of content innovation. She initially gained attention by capitalizing on her family's highly publicized disputes with daughter-in-law Barbie Hsu and son Wang Xiaofei. However, as these "dramatic plots" became overused, audiences grew weary. Successful livestream commerce ultimately depends on product quality and engaging presentations—without fresh content, even the most sensational topics lose their appeal.
Controversial Remarks Tarnish Reputation
On January 20, Zhang received an official warning from Douyin for playing music containing explicit lyrics during her broadcast, exposing her livestream's crude and chaotic atmosphere. She further damaged her image by publicly disclosing private matters about Hsu's alleged miscarriage. Such insensitive behavior alienated many followers, demonstrating how public figures risk reputation crises with careless words.
Fading Spotlight as Family Drama Concludes
With the resolution of the child support dispute between Wang and Hsu, public interest in the family saga naturally waned. Zhang's continued commentary now appears increasingly irrelevant. Livestream platforms fundamentally serve as sales channels—excessive negativity inevitably repels potential customers.
Last-Ditch Efforts Prove Ineffective
In damage control attempts, Zhang ordered assistants to remove controversial products like "marinated eggs" and "green tea" from her virtual shelves—symbolic gestures meant to distance herself from past controversies. She adopted warmer tones by sharing granddaughter anecdotes and casual chats with co-hosts. On February 1, she even appeared wearing a facial mask, attempting to attract viewers through vanity appeals. Yet these measures failed to sustain engagement, with viewer numbers spiking briefly before resuming their downward trajectory.
By the Numbers: Declining Performance Metrics
Analytics show Zhang's recent 30-day sales ranging between $14-35 million, with peak single-session sales exceeding $700,000. Average sessions move 10,000-25,000 items generating $140,000-350,000—respectable figures, but markedly lower than her prime. Viewer statistics reveal particularly stark declines, with recent broadcasts averaging 1 million viewers compared to previous highs.
Ephemeral Fame or Sustainable Comeback?
Zhang's predicament reflects broader industry realities. In the attention economy, content creators must continuously innovate while maintaining professional standards. Those relying solely on sensationalism eventually face market rejection. For Zhang, reinvention requires moving beyond past controversies to establish new value propositions. Whether temporary gimmicks can translate to lasting commercial success remains uncertain—her potential resurgence awaits demonstration.