zeng zhiwei and xiao yangge ranked in the top three of douyin meicheng mooncake sales, and tmall and jd.com also sell the same products
2024-09-15
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on september 15, according to data from the third-party platform chanmama, the number of fans of douyin live-streaming anchor xiao yangge (zhang qingyang) dropped from 121 million to 118 million in the past 90 days, and the number of online fans of three sheep dropped from 11.653 million to 11.421 million.
recently, brother yang and kuaishou anchor simba had a quarrel over the price of crab cards. recently, he was questioned by the outside world for false advertising because he sold so-called high-end hong kong mooncakes, meicheng mooncakes, in the live broadcast room.
at present, xiaoyangge and three sheep's online product display windows have removed the links to meicheng mooncakes. however, because the product page prompted in advance that "mooncakes are special products and do not support seven-day unconditional returns, please be careful if you mind buying", many netizens reported that their requests for returns were rejected by customer service.
on the eve of the mid-autumn festival, brother yang sold meicheng mooncakes in the live broadcast room and said in the video: "we have sold 1 million orders of this (mooncake). this is a high-end mooncake from a brand in hong kong (china). the daily price is 238 yuan. today, two boxes of meicheng black truffles and one box of meicheng lava four-happiness mooncakes are priced at 169 yuan."
hong kong netizens later said on social media that they had never heard of this brand and that this product was not available on hong kong's mainstream online shopping platforms. netizens also discovered that the meicheng factory of the so-called hong kong mooncakes is located at no. 7 gegang road, shiling town, huadu district, guangzhou.
tianyancha information shows that hong kong meicheng food group co., ltd. was established in 2019 and is registered in the hong kong special administrative region. however, the brand operator is guangzhou meicheng food co., ltd. (referred to as "guangzhou meicheng"), which was established in 2019 and is located in guangzhou, guangdong province. it is an enterprise mainly engaged in the wholesale industry. the manufacturer is guangzhou meicheng food technology co., ltd., which was established in 2014 and is an enterprise mainly engaged in the food manufacturing industry.
on july 9, 2024, li shuiqing, a 100% shareholder of guangzhou meicheng, withdrew from the assets, and simultaneously withdrew from the status of shareholder, legal representative, and director, and was replaced by zhang shaozhu, who currently holds 85% of the shares, and another shareholder holding 15% is zhang shaodeng. in addition, hong kong meicheng group co., ltd. registered several mooncake-related trademarks containing the word "meicheng" and patterns in hong kong in 2023 and 2024. among them, the trademark with the words and patterns of "hong kong meicheng mooncakes" was registered on september 22, 2023, just nearly a year ago.
the main point of controversy among netizens about xiao yangge's live broadcast of meicheng mooncakes is that the anchor emphasized that the mooncakes are high-end mooncakes from hong kong, but the actual situation is not the case, which is suspected of false advertising. the reporter found that there are currently five stores related to meicheng mooncakes on the douyin platform, namely meichengli official flagship store, meichengli baking flagship store, meichengli food flagship store, meichengli instant drink flagship store, and meichengli dianhong flagship store. however, the meicheng mooncakes sold in each store did not display the relevant information of "hong kong mooncakes", and the main marketing points focused on "michelin" and "black truffles".
according to chanmama data, on the douyin e-commerce platform, in the past 30 days, the sales volume of meichengli black truffle lava custard mooncake gift box (i.e. the three-piece package sold in xiao yangge's live broadcast room) ranged from 100,000 to 250,000, with a transaction price of 168.31 yuan in the past 30 days, and the highest total sales volume was about 42 million yuan, with a commission share of about 1%. the top three sales were zeng zhiwei, meichengli official flagship store, and three sheep network, accounting for 45.1%, 17.76%, and 10.83% respectively.
hong kong star eric tsang has also worked with three sheep company. on august 21, three sheep holdings (hong kong) co., ltd. officially opened. at the opening ceremony, eric tsang, alan tam, kenny bee and other hong kong stars attended the dinner. xiao yangge had previously publicly stated that eric tsang is the boss of the hong kong branch of three sheep.
data from chanmama shows that in the past 90 days, zeng zhiwei's number of douyin fans has increased from 3.429 million to 4.052 million. the peak of growth occurred on august 21, with 596,000 new fans added in a single day.
in addition to douyin, the live broadcast room under luo yonghao's "make friends" was also affected by meicheng mooncakes. luo yonghao said that "make friends" has never sold meicheng mooncakes, but its small vertical live broadcast rooms seem to have been affected and sold some, and they are now under intense investigation. "we have dozens of live broadcast rooms. if you bought meicheng mooncakes in one of the live broadcast rooms of make friends, you will be refunded three times the amount in the next one or two days." luo yonghao publicly stated.
in addition, the reporter noticed that tmall and jd.com also sell meicheng mooncakes, and the products are marked with "hong kong meicheng", and the relevant product factory name is guangzhou meicheng food technology co., ltd. the reporter asked the store customer service whether the product is hong kong mooncake, but as of press time, no response was received.
the guangzhou huadu district market supervision administration has announced that it has intervened in the investigation. the reporter called the guangzhou huadu district market supervision administration, but as of press time, no answer was received.
douyin customer service responded that the platform will verify the incident of xiao yangge's live broadcast of meicheng mooncakes. if there is indeed false advertising, the platform will suspend business for rectification, withdraw, remove products from shelves, and close the store. douyin officials have not yet responded.
(this article comes from china business network)
