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the meicheng mooncake controversy continued to ferment. on september 18, #三只羊#returned to the top of the trending search list. that morning, the official three sheep account "疯狂小杨弟" returned to the air after a one-day hiatus.

the day before, the market supervision and administration bureau of hefei high-tech zone issued a notice saying that it had launched an investigation into three sheep network technology co., ltd. for suspected "misleading consumers" during live broadcasts.

the reason why the resumption of broadcasting of "three sheep" caused controversy can be roughly divided into two key points: first, the supervision has intervened in the investigation, the results of the incident have not yet been released, and the punishment of the companies involved is still under study and discussion. whether the rapid resumption of broadcasting in the relevant live broadcast rooms is inappropriate; secondly, live broadcasting of goods has repeatedly collapsed, suspected of "misleading consumers", generating public opinion and attracting regulatory attention. the platform is already to blame. is it condoning the big anchors?

"xiao yangge" is the real "number one" in douyin. even though he lost a lot of fans during the storm, he still has a basic fan base of over 100 million. according to the data, xiao yangge live-streamed 210 sales shows in 12 months last year, and the monthly gmv exceeded 100 million, ranking first in the douyin sales list.

for douyin e-commerce, the growth of the live streaming gmv of the three sheep group is almost equivalent to the growth of the platform’s gmv. douyin e-commerce’s strong growth in the past two years is naturally inseparable from the contributions of top anchors such as xiao yangge, and has gradually solidified the direction of platform traffic, which means a tilt towards “big anchors”.

between the "big brother" and the platform, there is not only a game of business and traffic, but also a binding of "power" and interests.

looking back at the past, whether it was the quality issues of the products or the verbal battles between the top anchors on different platforms, it was difficult to shake the basic market of the big anchors. in the face of the crisis, there are still a large number of fans who are frantically placing orders during the verbal battles.

a kind of "both want and want" siege has formed between the platform and the big anchors. on the one hand, the platform needs top anchors such as li jiaqi, simba, and xiao yangge to bring goods to drive performance growth.

on the other hand, the platform is worried that the crisis of the top anchors will bring about performance shocks, and the voice will be weakened after the brand traffic solidifies. the platform needs to solve the problem of dependence on the top anchors and increase the stickiness of the anchor fans to the company brand, rather than to a single big anchor.

profits always come first. when it comes to performance, the platform will naturally choose the former. in addition to the blunt gmv statement on the stage, many behind-the-scenes links such as compensation mechanism and transaction management are still unclear.

the top anchors are busy with "turnovers", and the merchants and the live broadcast rooms are arguing over compensation. when the products sold in the live broadcast rooms of big anchors have problems, some people choose to "refund one and compensate three", while others choose to push the responsibility to the merchants.

at present, the compensation mechanism of most live broadcast rooms is set up for the merchant to pay, and the trust chain between users and anchors has gradually lost responsibility constraints. in the transaction chain between the front and back of the product, if the platform's hands are not long enough, between the anchor and the merchant, is it tacitly condoning the former?

the greater the ability, the greater the responsibility. this statement is not only for big anchors, but also for the platforms on which they depend for survival. in the current live e-commerce track, top anchors still hold the right to speak in the multi-party game, and the live broadcast rooms of big anchors with frequent problems are actually overdrawing the credibility of the platform.

when tigers and rhinoceroses escape from cages, and tortoises and jade are destroyed in their caskets, whose fault is it? as one of the participants in live e-commerce, the platform should not sit on the sidelines and watch the trust crisis that big anchors are caught in.

tao feng, commentator of beijing business daily