donghu comment: "three sheep" failed to bring goods, once again sounding the alarm for integrity
2024-09-19
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recently, three sheep network technology co., ltd. (hereinafter referred to as "three sheep") has attracted widespread attention for the suspected false advertising of "hong kong mooncakes" it sells, once again sounding the alarm for integrity in the live streaming e-commerce industry.
the investigation shows that although the "hong kong meicheng mooncake" brand is registered in hong kong, its actual production and operation are all in the mainland. many agents said that "this company has no stores in hong kong, and the production base is basically guangzhou and foshan." this fact is seriously inconsistent with the "hong kong mooncakes with monthly sales of 50 million yuan" that the anchor "shouted" in the live broadcast room, which misleads consumers. there is also a "catty" in the establishment time of the brand, which is far from the anchor's claim that "it has been in business for more than 20 years." regarding the raw materials and quality of the product, the anchor's description is also suspected of exaggeration. the anchor repeatedly emphasized in the live broadcast that the mooncakes use high-end raw materials such as black truffles and are personally prepared by michelin masters. but when consumers actually buy and taste it, they find that its taste and quality are very different from the promotion of goods, and it is difficult to meet the so-called "high-end" standards.
faced with consumer doubts and media exposure, regulatory authorities quickly intervened. the market supervision and administration bureau of hefei high-tech zone, anhui province, issued a notice to investigate the suspected "misleading consumers" and other behaviors of three sheep during live broadcasts, and will handle them in accordance with the law and regulations based on the investigation results. the guangzhou huadu district market supervision and administration bureau stated that it has intervened in the investigation of the meicheng mooncake manufacturer. this series of regulatory actions not only demonstrates the government's zero-tolerance attitude towards the chaos in the live broadcast industry, but also sends a clear signal to consumers: whether it is an internet celebrity anchor or a production company, they must abide by laws and regulations and operate in good faith, otherwise they will be severely punished by law.
the incident of three sheep selling mooncakes is not an isolated case. in recent years, the live streaming industry has frequently been plagued by false propaganda and product quality problems. from "three-no hair dryers" to "real and fake silk quilts", from "fake bird's nests" to "fake moutai", and now to "hong kong meicheng mooncakes", these incidents have not only harmed the rights and interests of consumers, but also reflected the widespread credibility crisis in the live streaming industry. as an emerging business model, live streaming is still a commercial activity in essence, and compliance with business ethics and laws and regulations is a basic requirement. in the pursuit of traffic and sales, a few anchors and companies have ignored the importance of honest business operations, and have resorted to false propaganda, exaggeration and other means to deceive consumers. this behavior not only harms the interests of consumers, but also destroys the ecological environment of the entire industry.
the change from live streaming "bringing goods" to "bringing trouble" is closely related to the lack of current regulatory mechanisms. on the one hand, due to the rapid development of the live streaming e-commerce industry, the formulation and improvement of relevant laws and regulations are relatively lagging, resulting in some groups taking advantage of legal loopholes. on the other hand, the regulatory capabilities of live streaming platforms vary. in order to pursue traffic and profits, some platforms are not strict enough in reviewing merchants, and even "take it for granted" false sales.
reputation is priceless in business, and this incident can be said to be another wake-up call for the live streaming industry. faced with the credibility crisis in the live streaming industry, anchors and companies must establish the concept of honest operation and strictly abide by laws, regulations and business ethics. platforms should strengthen the review and management of anchors and merchants to ensure the authenticity and legality of live streaming content. government departments should increase supervision and crack down on and punish illegal and irregular behaviors. as ordinary consumers, we should also enhance our vigilance and self-protection awareness, and carefully identify product information and merchant credibility before shopping.
source: jingchu.com (hubei daily)
author: wu zhihua (xinzhou, wuhan)
editor: zhan qiang
