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text/qiuchi

(author qiu chi, special commentator of lizhi news; this article is exclusively commissioned by lizhi news client and lizhi.com. please indicate the source when reprinting.)

faced with the surging public opinion, brother yang and the three sheep seem to have chosen to remain silent.

recently, three sheep network technology co., ltd. was investigated for allegedly misleading consumers in live streaming, which has attracted widespread attention and discussion. the fuse of this incident was a product called "hong kong meicheng mooncakes", which was promoted as a hong kong brand in the live broadcast, but after multiple verifications, it was found that its actual operator was a company in guangzhou, and the live streaming was suspected of false advertising.

screenshot of the video of hong kong meicheng mooncakes promoted by xiao yangge and his team

combined with a series of previous incidents such as three sheep selling "trough meat" and "fake moutai", the credibility of brother yang and the three sheep company he founded has been seriously questioned.

what is puzzling is that in the face of surging public opinion, xiao yangge himself and three sheep chose to remain silent and did not clarify the public's doubts. what is even more unexpected is that after a brief one-day suspension of the live broadcast account under three sheep, it chose to resume broadcasting today.

under the huge pressure of public opinion, why do the three sheep remain so "calmly" silent? what is their confidence?

in fact, the credibility crisis of three sheep is not accidental, but a concentrated outbreak of long-term accumulated problems. as a well-known live streaming company, three sheep has risen rapidly in the past few years and has become a leader in the industry. however, as the business expands, problems with product quality and promotional content have gradually been exposed.

for example, in order to attract attention, "hong kong meicheng mooncakes" exaggerated the product effects and even fabricated the product source and brand background during the live broadcast. this not only harmed the rights and interests of consumers, but also undermined fair competition in the market. secondly, product quality problems occurred frequently. the exposure of "caotou meat" and "fake moutai" and other incidents has further exacerbated the crisis of trust in live broadcasting by consumers.

as an emerging e-commerce model, live streaming has developed rapidly in recent years. however, with the rapid expansion of the industry, problems have also arisen. false propaganda, poor product quality, inadequate after-sales service and other problems are common. in order to pursue the immediacy and efficiency of live streaming, many businesses cut corners on product quality, resulting in consumers buying inferior products. what is even more troublesome for consumers is that when they encounter problems after purchasing products, it is difficult to get timely and effective solutions, and it is difficult to protect their rights.

the three sheep "hong kong meicheng mooncakes" incident may be just the tip of the iceberg. what it reflects is that the development of the company and even the entire industry is too "extensive".

to solve the chaos in the live streaming industry, platforms, regulatory authorities and industry self-discipline are particularly important. regulatory authorities should strengthen supervision of live streaming platforms and anchors, formulate clear laws and regulations, and regulate industry behavior. for behaviors such as false propaganda and poor product quality, penalties should be increased to create a deterrent effect.

at the same time, live streaming platforms and anchors should also strengthen self-discipline and establish correct values. as a bridge connecting merchants and consumers, the platform must assume corresponding responsibilities and cannot just sit back and enjoy the fruits of its labor. specifically, the platform should strictly review the qualifications of merchants, ensure the quality of their products and the authenticity of their promotional content, handle consumer complaints and disputes in a timely manner, and protect the legitimate rights and interests of consumers. the anchor is not only a seller of products, but also a service provider for consumers. he should be honest, truthfully introduce products, and respect the rights and interests of consumers.

it is particularly important that companies actively fulfill their social responsibilities in the face of public opinion. as a well-known live streaming company, three sheep chose to remain silent in this incident and did not clarify the public's doubts. this attitude is not only disappointing, but also puzzling.

companies should not only be responsible for product quality and promotional content, but also respond to public doubts and concerns. in the face of public opinion, clarify the facts in a timely manner and give the public an explanation. for leading companies, social responsibility is not only reflected in products and services, but also in their contribution and responsibility to society. as a leading organization for live streaming, three sheep should set an example, set an industry benchmark, and promote the healthy development of the industry.

the case of the three sheep being investigated once again reminds us that integrity is the lifeline of an enterprise. no matter how big the industry is or how popular it is, enterprises should be honest and respect the rights of consumers. as an emerging e-commerce model, the live streaming industry has huge development potential, but it also faces many challenges.

for xiao yangge and the three sheep company, actively responding to external concerns and clarifying relevant issues are the most urgent things at the moment. only by openly and transparently explaining the ins and outs of the relevant incidents and providing specific solutions can we win the trust of fans and consumers.