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in recent days, the impact of the live broadcast war between xiao yangge and simba has continued to expand. because it touches on the core interests of consumers, regulators have intervened in the investigation.

on september 17, the hefei high-tech zone market supervision and administration bureau issued a situation report. it has filed a case against three sheep network technology co., ltd. for allegedly "misleading consumers" during live broadcasts, and will handle the case in accordance with the law based on the results of the investigation.

during the mid-autumn festival, xiao yangge caused a stir by promoting the product "hong kong meicheng mooncakes". this mooncake claims to be a hong kong brand, is prepared by a michelin master, and is very similar to the well-known hong kong brand maxim's mooncakes. it has huge sales in the live broadcast room.

it has no stores in hong kong and is actually operated by a guangzhou company. as product details were gradually revealed, it was found that meicheng mooncakes were seriously not what they claimed they were and it was accused of false advertising and misleading consumers.

mooncakes are not the only ones that have failed. prior to this, xiao yangge was also complained by consumers for selling counterfeit brand-name moutai liquor. later, it was revealed that the original cut beef rolls he sold were actually spliced ​​together, and quality problems frequently occurred, causing dissatisfaction among consumers.

compared with the sluggish growth of traditional e-commerce, live streaming e-commerce has emerged, and anchors have become the forefront of product sales and traffic entrances.

the super anchors who dominate major platforms have become the platforms' signature customer acquisition and growth engine. however, in today's consumer market where growth is hard to find and existing traffic is involuted, this traffic source, while contributing super gmv, has also become a huge risk exposure for the platform, both for products and individuals.

after years of fierce competition between douyin and kuaishou live streaming e-commerce, some brands have begun to compete in terms of transaction volume, and some sub-sectors have gradually shifted. douyin has risen strongly in local life, and in order to catch up with douyin e-commerce, kuaishou has also chosen to focus on cost-effectiveness to attract merchants and users.

as the "number one brother of douyin and kuaishou", whether it is simba who fell in the "sugar water bird's nest" incident, or brother yang who was involved in the "hong kong meicheng mooncakes" incident, they are not isolated individual incidents, nor are they simple public opinion crises.

after the resumption of broadcasting, the simba family still firmly ranks among the top anchors on kuaishou, and has created a sales myth on kuaishou by leveraging the stickiness of private domain traffic. brother yang is the first amateur anchor on douyin to have over 100 million fans, and he can still "call the shots" in product crises time and time again.

the top anchors almost monopolize the live e-commerce traffic, and the platforms are heavily dependent on the big anchors, resulting in ineffective constraints and supervision, and repeated product quality problems. this is a dilemma that has not been resolved in the fierce competition between douyin and kuaishou.

the battle between xiao yangge and simba not only reveals the regulatory blind spots in the live streaming e-commerce industry, but also highlights the hosts’ lack of control over product quality, as well as the platform’s tacit connivance of “over-heading” and its inability to “de-head”.

the anchors compete for low prices and traffic, but they cannot do whatever they want. the platform must fulfill its responsibilities and make a choice between temporary wealth and a healthy ecology. supervision must take timely action to effectively protect the rights and interests of consumers.

live broadcast rooms are not outside the law, and "superheads" cannot exist outside of supervision. live broadcast rooms of big anchors are not only about sales and traffic, but also must have a clear legal red line. once involved in illegal crimes, no matter who it is, they must pay the price for their "madness".

since 2018, internet platforms have attempted to connect the internet celebrity economy with china's powerful supply chain system. the fundamental logic behind the popularity of live streaming e-commerce is that it has created real value for consumers.

the current live streaming e-commerce industry has passed the initial bonus period and entered a new cycle of specialization, normalization and sustainability. the real winners are those anchors and merchants who can continue to innovate, develop professionally and put consumer interests first.