"three sheep" has lost its way, live streaming sales can no longer be made up
2024-09-18
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the incident of three sheep network technology co., ltd. (hereinafter referred to as "three sheep company") promoting "hong kong meicheng mooncakes" continues to attract attention.
on september 18, the guangzhou huadu district market supervision and administration bureau issued a situation report on the "hong kong meicheng mooncakes" sold by the three sheep company, stating that there were two companies involved in the production in the area, and upon verification, no outstanding food safety hazards were found, the product sampling was qualified, and both manufacturers also had the corresponding production qualifications.
the notification from the huadu district market supervision department was timely and relieved the anxiety of some consumers. regardless of whether the mooncakes were produced in hong kong or not, they were at least produced in compliance with regulations and did not pose any outstanding food safety risks. however, this was not enough to calm all the doubts and anger in the hearts of consumers.
the incident first attracted attention because the anchor of the three sheep company claimed during the live broadcast that "hong kong meicheng mooncakes" was a high-end brand in hong kong, which was trusted by consumers and had sales of more than 50 million yuan in just 30 days. however, many agents and netizens said that the brand had no stores in hong kong and "hong kong mooncakes could not be bought in hong kong", so consumers were refused to return the products, which attracted continued attention.
the hefei high-tech zone market supervision and administration bureau also issued a notice on september 17, saying that it had opened an investigation into the three sheep company for suspected "misleading consumers" during live broadcasts.
it can be seen that in this incident, the focus of public attention is not on the quality of the mooncakes, but on the "false propaganda" and after-sales service of the three sheep company's anchor.
according to reports, the meicheng mooncake brand does exist in hong kong, but the company has been registered for less than five years, and the trademark of "hong kong meicheng mooncake" was only registered at the end of september last year. hong kong meicheng has neither a manufacturer nor a store in hong kong. under such circumstances, the main person in charge of the three sheep company and its anchor still claimed in the live broadcast that this brand is a well-known brand in hong kong, saying that "hong kong meicheng sells a box of mooncakes offline for 700 yuan per month" and "has cooperated with the manufacturer for more than 20 years." such nonsense is not only suspected of false propaganda, but also suspected of defrauding consumers.
what is even more unacceptable is that in the face of consumer doubts, although the three sheep company removed the relevant products from the shelves out of guilt, it still refused to admit its mistakes, saying that it had "three after-sales processes", but in fact it politely rejected consumers' requests for returns. such an attitude is obviously difficult to satisfy consumers.
at present, the market supervision department of huadu district, guangzhou city has carried out an investigation and issued a situation report, and responded to the matter within the scope of its responsibilities.
whether the three sheep company has "misled consumers" or not, with screenshots of the previous promotional pages and live broadcast replay videos, it should not be difficult to investigate and verify. i believe that the relevant departments of hefei will conduct an investigation as soon as possible and give an explanation to consumers and the public.
this incident is also a wake-up call for the live streaming industry. the original selling point of live streaming is to build a bridge between manufacturers and consumers, reduce the middlemen, and allow consumers to obtain goods and services at more favorable prices. however, after gaining traffic, some anchors did not hesitate to engage in false propaganda for the sake of profit. instead of helping consumers "bring down prices", they increased the prices of goods.
some netizens revealed that the "meicheng mooncakes" involved in this incident were only sold for "59 yuan for 3 boxes" before entering the live broadcast room of the three sheep company. after entering the live broadcast room, the price suddenly rose to "169 yuan for 3 boxes."
live streaming is a commercial activity and should abide by the principle of honest business. false propaganda and the practice of lowering prices in the open but raising them secretly are doomed to fail.
(zhang tailai, commentator of dazhong news·qilu one point)
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