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introduction: during the two days of suspension, brother yang's number of fans dropped by 583,000.

author | first financial daily lv qian

on september 19, douyin anchor xiao yangge (zhang qingyang) resumed live streaming on his main account "three sheep network" after a two-day hiatus, with the main merchandise sold being autumn clothing. comments were mixed, with some encouraging the anchor and others questioning his false advertising.

the main account of three sheep will be suspended for two days

as of press time, data from third-party platform chanmama showed that the "autumn shoes and clothing replacement season" themed live broadcast had 3.282 million viewers, with a peak popularity of 7,188 people, sales of 1,000 to 2,500 pieces, and sales of between 100,000 and 250,000 yuan.

in terms of the change in the number of fans, chanmama data shows that:since september 17, the number of fans of "three sheep network" has dropped by 34,000, and the number of fans of brother xiao yang has dropped by 639,000. during the two days of suspension, the number of fans of brother xiao yang dropped by 583,000.in the past 30 days, the cumulative sales of "three sheep network" reached 25 million to 50 million, with live broadcast accounting for 100%, cumulative sales reaching 100,000 to 250,000, a total of 68 live broadcasts, 109 new videos released, and a decrease of 169,000 fans; xiao yangge's cumulative sales exceeded 100 million, cumulative sales exceeded 1 million, a total of 4 live broadcasts, 1 new video released, and a decrease of 2.676 million fans.

in the ranking of the most listed categories of goods on "three sheep", the top five are food and beverages, daily necessities, clothing and underwear, fresh fruits and vegetables, and 3c digital products, accounting for 33.43%, 13.88%, 9.07%, 7.37%, and 6.23% respectively. however, the food and beverage categories that have previously caused the industry to question the quality control of "three sheep" are mainly food and beverages.

xiao yangge fan trend

previously, when xiao yangge was selling meicheng mooncakes in the live broadcast room, he emphasized that the products were high-end mooncakes from hong kong. however, netizens discovered that the brand operator of the mooncakes was guangzhou meicheng food co., ltd. and the manufacturer was guangzhou meicheng food technology co., ltd., which was suspected of false advertising.

september 18,huadu district market supervision and administration bureau, guangzhou city, guangdong provincea report on the situation of meicheng mooncakes was released, but the official report was later removed. the reporter contacted the huadu district market supervision bureau by phone.the other party responded that some of the content needed to be modified, so the notice was temporarily withdrawn.

the relevant investigation has not yet ended. the huadu district market supervision bureau said that in the future, relevant departments will closely follow the progress of the incident, conduct further verification of the cooperative relationship and content of cooperation between guangzhou meicheng food co., ltd. and relevant live-streaming platforms, and strengthen supervision and compliance guidance on relevant companies.

in addition, on september 17,anhui hefei high-tech zone market supervision and administration bureaurelease notification:a case has been filed against three sheep network technology co., ltd. for allegedly "misleading consumers" during live broadcasts, and the case will be handled in accordance with the law and regulations based on the results of the investigation. the status of the investigation has not been updated yet.

public information shows that hefei three sheep network technology co., ltd. was established on march 18, 2021. its registered address is building 2, no. 3336, the northeast corner of the intersection of xiyou road and xuetian road, high-tech zone, hefei city, anhui province. the legal representative is zhang qingyang.

cao lei, vice president of the china general chamber of commerce live e-commerce working committee and director of the e-commerce research center of the china internet network information center, believes that the successive turmoil will make xiao yangge face many difficulties in business cooperation, and many brands may terminate their cooperation with him. for the entire e-commerce industry, this incident will cause government departments and market regulators to increase supervision of the live streaming industry and introduce stricter laws, regulations and policy measures to regulate market order and protect consumer rights. the live streaming e-commerce industry will usher in a major reshuffle.

cao lei said that the mooncake incident is also a reminder to the industry that live e-commerce companies should strengthen internal management and audit mechanisms to ensure that the recommended products comply with laws and regulations and consumer rights protection requirements. it is necessary to establish a complete product selection and audit process to strictly control the authenticity, legality and quality of products. in the industry, mcn agencies need to establish close cooperative relationships with suppliers, brand owners, etc., while ensuring the quality and supply of products, and continuously improving user experience and service quality. if similar exposure and anti-counterfeiting incidents occur, they need to be actively handled. for example, douyin's "beauty brother" luo wangyu announced his withdrawal from the internet after being "anti-counterfeited" in the "olive" incident, and stated that he would refund 150 million yuan to consumers; after the prune juice sold by dongfang zhenxuan was banned, it supported returns and refunds; luo yonghao's "fake wool sweater" also compensated consumers.