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the controversy surrounding the sale of "hong kong meicheng mooncakes" and "fake moutai" by the three sheep company and the "disappearance" of its female anchor momo has been a hot topic on the internet recently. the resulting topic about the quality of live streaming products has caused a huge crisis of trust.

however, the person involved in the incident, brother xiao yang, and the three sheep company he founded seem to have chosen to remain silent and choose to "cold handle" the related topics.

the latest news shows that on september 17, the hefei high-tech zone market supervision and administration bureau issued a situation report, regarding the recent concern about the "hong kong meicheng mooncakes" live broadcast by three sheep network technology co., ltd., and filed a case against three sheep network technology co., ltd. for suspected "misleading consumers" and other behaviors in the live broadcast, and will handle it in accordance with the law and regulations based on the investigation results. in response to the latest measures of the local regulatory authorities, relevant platforms have also begun to intervene urgently, jointly investigate with the regulatory authorities, and stated that "they will not condone it just because it is a live broadcaster."

while the public is waiting for the results of the investigation into the "hong kong meicheng mooncakes" incident, there are still some issues surrounding the controversies surrounding xiao yangge and the three sheep company that need to be clarified to the outside world.

in recent years, the live streaming industry has flourished and has become an important part of the e-commerce field. however, with the rapid expansion of the industry, problems have also arisen. head anchors represented by xiao yangge have frequently been involved in various controversial incidents, from "caotou meat", "fake moutai", "disappeared female anchor", and the "hong kong meicheng mooncakes" being investigated. these incidents have not only affected consumers' trust, but also once again sounded the alarm for the healthy development of the industry.

there is no such thing as luck when it comes to food safety. in march this year, cctv's 3.15 gala exposed the chaos of using trough-head meat in meicai kourou. wang hai, a well-known anti-counterfeiter, later pointed out that xiao yangge's live broadcast room also sold these products that did not meet food safety standards. although xiao yangge and his team responded quickly and said they would refund consumers, the negative impact of this incident is far from eliminated. not only are some consumers dissatisfied with the refund plan, but some consumers have also stated on social platforms that they were blocked by customer service during the rights protection process.

as for the results, even though the three sheep company where xiao yangge works called on consumers to trust the official investigation results regarding the "trough head meat" incident, the way the matter was handled has already caused dissatisfaction among consumers, and a refund alone cannot make up for the loss of trust.

while the caotou meat incident has not yet subsided, xiao yangge was exposed for selling fake moutai and encountered a credibility crisis. previously, although xiao yangge's team quickly issued a statement emphasizing that all moutai sold had been officially authenticated as authentic, consumers still continued to question it. according to dahe daily, guangzhou zhongjiu testing agency had detected 72 bottles of "three sheep controversial moutai" from september 12 to 14 that did not meet the characteristics of authentic products.

although the agency stated that all the identification results can only point to the existence of counterfeit traces in the identified wines, and no clear conclusion can be drawn as to whether it is counterfeit, the "fake moutai" incident is still fermenting. at present, in response to consumer complaints, three sheep network has adopted a full refund and does not require the return of moutai, which has further deepened consumers' doubts.

in essence, as an emerging sales model, live streaming sales relies on trust between anchors and consumers. once this trust is destroyed, the credibility of the entire industry will also be severely hit.

in addition to food safety and product quality issues, the dispute between the three sheep staff and its female anchor momo has also continued to ferment on the internet. it is said that momo was accused of extortion because she asked for a breakup fee due to pregnancy, and the case has entered the legal process. because this incident not only involves personal moral issues, but is also likely to cause legal disputes. this has also seriously challenged the image of xiao yangge and his team.

from these incidents, it can be seen that the live streaming industry is in urgent need of regulation and self-discipline. in addition to the platforms and anchors strictly controlling the product selection process to ensure product quality and safety, anchors should be realistic when promoting products and avoid exaggeration and false propaganda. in addition, platforms should also strengthen supervision of anchors, establish a sound complaint and rights protection mechanism, and protect the legitimate rights and interests of consumers.

as an emerging business model, live streaming has great development potential. however, sustainable development can only be achieved on the basis of norms and self-discipline. xiao yangge and his team need to face up to the problems, actively rectify them, and rebuild the trust of consumers. at the same time, the entire industry should also learn from this and jointly promote the healthy development of live streaming.

for the relevant regulatory authorities in hefei, launching an investigation into the three sheep company is a practical measure to respond to public concerns. however, the relevant investigation cannot be limited to the "hong kong meicheng mooncakes" incident. it may be time to clarify incidents such as "caotou meat", "fake moutai", and "disappeared female anchor".

only in this way can we quell the storm of negative public opinion and strengthen the public's trust in live streaming sales.

written by qiu chi (media person)

editor/zha zhiyuan

proofreading/liu yue