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before we could wait for the "confrontation" between the top live streaming anchors on kuaishou and douyin, we first received news that simba's live streaming room was banned.

it was originally planned that at 8pm on september 11, kuaishou anchor and xinxuan group founder simba would start a live broadcast to compensate consumers for some controversial products previously sold by douyin anchor xiao yangge and the "three sheep" team behind him with 100 million yuan. but that night, simba's kuaishou account homepage showed that "his account's live broadcast function has been banned."

on september 12, an insider close to xinxuan revealed to the reporter of "daily economic news" that compensation had been initiated after the live broadcast ban, and some users had received "industry consolation money" issued by xinxuan.

when the reporter consulted the customer service at simba’s 818 exclusive store, he learned that regarding "mei cai kou rou", simba will provide 188 yuan of "industry consolation money" to consumers who have purchased this product in xiao yangge's live broadcast room, and for "rabbit year of the chinese zodiac maotai", simba will provide 9,000 yuan of "industry consolation money", but both require complete order information and supporting certificates. the application period is open for 7 days from 20:00 on september 11.

the reporter noticed that some netizens have posted screenshots of compensation transfer records in the comment section of simba's videos and on social media, but some people questioned whether the pictures were photoshopped. as for the news on september 12 that "simba's live broadcast room was permanently banned by kuaishou", as of press time, xinxuan has not responded to the reporter.

image source: platform screenshot

the dispute over the hairy crab sales mechanism has led to a new round of live e-commerce "war of words"

the dispute between simba and the "three sheep" behind xiao yangge was caused by a dispute over the price mechanism when the two parties were selling the same brand of hairy crabs some time ago. simba responded later that after simba started selling hairy crabs, the three sheep live studio called the brand on the spot and asked to change the number of hairy crabs per box from 8 to 10. simba also said that the two sales mechanisms, product specifications and prices were different. xiao yangge sold "2 taels, 3 taels" of crabs, while simba sold "3 taels, 4 taels" of crabs that were set a month ago.

during the live broadcast, simba also "counterattacked" the response video of three sheep co-founder lu wenqing, saying that he did not "take advantage of the traffic" and questioned the quality of the preserved vegetables and pork with sauce and hair dryers previously sold by three sheep.

on the evening of september 4, simba posted a message to apologize to netizens for the hairy crab incident, saying that he had notified all xinxuan channels and that anchors were prohibited from selling hairy crabs this year. at the same time, simba also said that if the three sheep still did not take a positive attitude towards consumers after a week, he would transfer 100 million yuan, and xinxuan customer service would compensate the three sheep consumers who had purchased some of the products. the next day, simba posted a screenshot of the 100 million yuan remittance, and in the following days, he posted several related pre-heating videos about "starting the broadcast at 8 pm on the 11th to compensate the three sheep consumers."

recently, in addition to the endless disputes between simba and xiao yangge in the field of live e-commerce, the "mooncake incident" between luo yonghao and yu minhong has also caused a lot of controversy.

on the evening of september 11, luo yonghao released a statement about the sale of "fake foreign brand" mooncakes by jiao ge pengyou and the decision to refund three times the price. later, the entry "luo yonghao urged yu minhong to take the initiative to refund three times the price" also became a hot search. he also questioned on weibo whether mr. yu minhong, who also sold 3.15 trough meat and tiq tianqi prune juice, "can you still sleep well at night?"

previously, the "ebb tide" of super anchors had triggered a round of external discussions. at that time, most super anchors showed their intention to fade out of the live broadcast room, reduce the influence of their own ip, and intend to support the live broadcast of experts and mid-level sub-accounts under the institutions. the corresponding institutions also sought new businesses such as short dramas and self-operation. now, super anchors who sell goods through live broadcasts have become active again, confronting each other on social media and short video platforms.

the "traffic hunger" of top anchors in the stock era

since the beginning of this year, "war of words" in live streaming e-commerce has frequently occurred. as for the reasons behind this, li chengdong, an e-commerce analyst and founder of dolphin society, said in an interview with a reporter from the "daily economic news" on wechat that the entire live streaming e-commerce has encountered a bottleneck. whether it is from the perspective of large platform growth or the top anchors and their corresponding live streaming organizations, everyone has entered an era of stock with almost no incremental growth.

"in the era of growth, everyone does their own thing and there is no need to deliberately create topics or attract traffic. but now the growth rate of live streaming e-commerce platforms has slowed down. within the ecosystem, the platforms are also interested in supporting live streaming by experts and store broadcasts. the top anchors will have a lot of struggles and adjustments, so they will start to create gimmicks and grab traffic." he said.

regarding the phenomenon of selling fake and inferior products in live e-commerce, li chengdong believes that at the platform governance level, everyone has formed their own set of punishment and compensation mechanisms. however, many disputes and controversies still lie in the final execution problem. at the same time, it is not ruled out that some anchors exploit loopholes in the rules, so it is still necessary to further regulate the anchors' sales behavior through the execution level and deeply intervene in platform governance.

however, he also emphasized that at this stage, platforms and anchors are unlikely to sell counterfeit and shoddy products, and quality control management has been relatively standardized after so many years. but sometimes there are still loopholes, which is not only the case for live e-commerce platforms, but also for comprehensive e-commerce platforms.

"overall, we should be more cautious in the quality control link. when similar problems occur, timely after-sales service and compensation will be sufficient. if we solve the problem from the root, there must be no counterfeits in the entire society, and there will naturally be no problems with online e-commerce channels. however, this will still take a long time to cure the problem, and it will also require efforts from all parties to further minimize the phenomenon of counterfeits and its impact." he added.

regarding simba's cross-platform compensation to consumers in other anchors' live broadcast rooms, zhao zhanling, a lawyer at beijing yunjia law firm, said in an interview with the "daily economic news" reporter on wechat that according to the anti-unfair competition law, operators shall not fabricate or disseminate false or misleading information to damage the business reputation or product reputation of competitors.

whether simba's claim that he paid 100 million yuan to consumers on behalf of three sheep constitutes unfair competition depends mainly on two points. first, whether the products purchased by consumers from three sheep do have quality problems, or even whether they are fakes. if three sheep has not harmed the legitimate rights and interests of consumers, then simba's so-called compensation or payment of "industry consolation money" is a dissemination of false or misleading information, which leads the public to mistakenly believe that the products sold by three sheep have quality problems and he should bear legal responsibility.

second, assuming that there are quality problems with the products sold by three sheep, is the factual basis for the so-called payment of 100 million yuan in compensation valid? that is, are there so many consumers who encounter product quality problems? if only a small number of consumers actually purchased products from three sheep with quality problems, and the amount that three sheep should compensate according to law is far less than 100 million yuan, then simba’s claim of paying 100 million yuan in compensation is also a form of spreading misleading information, leading the public to mistakenly believe that there are many cases of quality problems in the products sold by three sheep, and the legitimate rights and interests of a large number of consumers have been damaged.

however, the dispute between the two parties and the many events involved have not yet been concluded. it is also unknown what actions and responses the two parties will take in the future. the reporter of "daily economic news" will continue to follow up.