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jimu news commentator shi ping

on september 18, multiple accounts under the "three sheep network" that was caught up in the mooncake scandal restarted live broadcasts, which attracted attention. reporters noticed that the live broadcast of "crazy big and small yang brother (three sheep store)" on that day had a total of 4.463 million viewers, and until the end of the broadcast, there were still more than 10,000 people watching online. some netizens asked, "how dare they commit crimes against the wind?" on the same day, a staff member of the market supervision bureau of hefei high-tech zone told reporters that "the incident is still under investigation." (according to southern metropolis daily on september 18)

screenshot of the live broadcast room of "crazy big and small yang brother (three sheep store)"

although the regulatory authorities stated that the investigation is still ongoing, the full resumption of broadcasting of three sheep was still interpreted by many netizens as: the powerful brother yang got away with it again.

it is not surprising that people have such speculations. judging from past cases, whether online or offline, if a company is exposed to scandals and suspected of violating laws and regulations, then suspension of business and rectification and acceptance of investigation are the most basic operations. the fact that three sheep resumed broadcasting so quickly and only cared about selling goods, and kept silent about the "mooncake incident", seemed extremely arrogant, which undoubtedly deepened the outside world's impression that it "ignores public opinion and is fearless."

the concerns and anger of netizens stem from information asymmetry and lack of trust in official investigations. on the one hand, xiao yangge and his company "three sheep" have always given people a sense of being capable and having a backer. as a top anchor, he does not shy away from showing off his wealth and status, spending 100 million yuan to buy a building, paying 50 million yuan in monthly wages, and going to high-end occasions. "three sheep" is even the "headquarters enterprise of the year" in hefei. this internet celebrity team has created a rich and powerful persona, and in the public's perception, "being able to settle things" is also a manifestation of strength.

on the other hand, xiao yangge has been involved in controversy many times before, whether it was the "three-no hair dryer" in 2022, the wall-breaking machine with false power, or this year's accusation of selling fake moutai, selling meicai kourou with "caotou meat" as raw material, claiming to sell "original cut beef rolls" but actually spliced ​​beef, etc., each time it caused heated discussions and became a hot search, but three sheep has always been safe and sound, without even a formal response. a media inquiry found that hefei three sheep network technology co., ltd. has not had any record of administrative penalties since its establishment on march 18, 2021.

why is there no punishment? searching for relevant news, the responses from local regulatory authorities are basically "no evidence", "not found", and "no facts of false advertising". this makes people very confused. because, a random search on the internet will reveal a large amount of evidence, including screenshots, videos, sounds and images. moreover, regulatory authorities in other places have also made it clear in the decision letters of the sales companies that there is a subjective intention to mislead consumers in the process of live streaming and promoting goods, which has objectively caused consumers to make wrong judgments. why can't the regulatory authorities in hefei see this? it is inevitable that people feel that they are "protecting their own children".

in addition, the official weibo account of the hefei high-tech zone management committee previously issued a notice at a time when public opinion was boiling, saying that it had filed a case against three sheep network technology co., ltd. for suspected "misleading consumers" and other behaviors, but netizens discovered that it deleted a sentence in seconds: "the district's market supervision and administration bureau has jointly with relevant departments held talks many times to urge companies to regulate their business practices." why did they delete this sentence? was it because the information was untrue or because they were worried about the bad impact? is it true that there were multiple talks? if so, why didn't the talks work? the next notice from the hefei regulatory authorities should not avoid these issues.
back to the "mooncake storm" that has been making a lot of noise, the latest development of the matter is: guangzhou huadu district market supervision bureau issued a notice stating that it has not yet found that the manufacturer of meicheng mooncakes has committed any illegal acts, and the food inspection is also qualified. however, meicheng mooncakes were criticized not because of the food quality, but because the merchant registered the trademark in hong kong but "exclusively for the mainland" sales routine. the anchor's sales talk of "hong kong high-end mooncakes" seriously misled consumers and may constitute false propaganda and even consumer fraud. since there is no problem with the product quality, the focus of the regulatory investigation in both places should be turned to the issues that consumers are most concerned about. adhere to the principles of fairness and openness, respond quickly, investigate as soon as possible, clarify the facts, severely punish illegal and irregular behaviors, and give consumers an explanation as soon as possible.

during the investigation, what consumers want to see is definitely not the three sheep's anchors continuing to sell goods vigorously, but their sincerity and attitude in solving problems. the essence of live streaming is the trust economy. without the trust and support of consumers, even the top anchors are "nothing". the "three sheep" should not think of muddling through or using their "cash ability" to get through. they are so eloquent and eloquent when selling goods. why not respond to this series of scandals, face up to their own problems, actively cooperate with the investigation, and take due responsibilities.

(source: jimu news)

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