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people can't control whether brother xiao yang will change his mind, but people have expectations for supervision to make things right.

unfortunately, the fine issued by hefei and the belated account suspension make it difficult for people to think of the word "severe".

arts | tang kailan

according to jiemian news on september 27, sanyang customer service said that after the order registration of xianduoyu beef rolls or meicheng mooncakes is verified to be correct, users will be refunded one and compensated three. on the 26th, the hefei market supervision bureau reported that the so-called hong kong meicheng mooncakes sold live by three sheep company and the australian grain-fed beef rolls commissioned and sold by xianduoyu company were actually prepared meat, which constituted false propaganda. combined with other for violations of laws and regulations, illegal gains were confiscated and fines totaling 68.9491 million yuan.

according to beijing business daily, douyin has suspended the broadcast of sanyang's accounts, and will further urge them to actively rectify and properly resolve the after-sales compensation issues for relevant consumers. three sheep, which was labeled as false propaganda, also changed the arrogant style of the leading e-commerce companies in the past regarding the management actions from the municipal supervision bureau and the platform. they stood up and were beaten, said they accepted the punishment, and comprehensively carried out internal rectification.

some people speculate that this regulatory crackdown may be a turning point for three sheep from prosperity to decline. for a long time, this leading e-commerce company has been criticized for its exaggerated and outrageous live broadcast style, and the industry has been discussing its product selection issues until it was kicked out by another leading e-commerce company. the fine imposed on three sheep is entirely the result of its own fault, and it also serves as a negative reminder to consumers to shop rationally.

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of course, it is too early to say that three sheep company will collapse. according to media reports, three sheep company previously sold meicheng mooncakes for 6.25 million yuan and beef rolls for 3.87 million yuan. the reporter calculated based on this that if all consumers apply for a refund, three sheep will refund the compensation. the total amount exceeds 40 million yuan. including the fine of less than 70 million yuan from the bureau of market supervision, the total loss is more than 100 million yuan, which may not be enough to shake the foundation of three sheep. therefore, many netizens questioned the hefei authorities' "three drinks fine", and the vague fine could not quell their hatred of three sheep.

previously, some lawyers concluded based on the consumer rights protection law that the corresponding penalty for false advertising to mislead consumers is confiscation of illegal income and a fine of not less than one time but not more than ten times of illegal income. if you look at the fines issued by the hefei municipal supervision bureau according to this article, you will find that it does not mention the amount of illegal income or the amount of fines, but mixes them together to give a number. this approach of giving a vague explanation to the society may have exposed the "good intentions" of the hefei municipal supervision bureau.

while people question the "three drinks" penalty imposed on the three sheep, they actually want to see a real regulatory storm. in the eyes of many people, it is a normal way to safeguard consumer rights and purify the market if the live broadcast room makes false propaganda, knowingly sells fake products, and is immediately blocked and shut down, and at the same time punishes the live broadcast host with heartache. a fine of more than 68 million yuan may seem like an astronomical figure, but as netizens said, for a company as large as three sheep, one live broadcast may make it back. therefore, they are quite pessimistic about whether this penalty can convey a correct and clear regulatory signal to the live streaming industry.

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looking back on the entire incident, in addition to the opaqueness of the fines, the live broadcast platform, especially the municipal supervision bureau with law enforcement powers, was disappointing in terms of delay and inefficiency in intervention. it seems that the handling of three sheep company is full of sloppy attitude in response to public opinion, which is a manifestation of the serious lack of daily supervision. the side effect of this hasty supervision style is that it can reprimand individual leading e-commerce companies, but it leaves out a large number of small-scale live broadcasters who bring worse quality and more rubbish products.

hefei's stance on punishing sanyang company by both punishing and retaining it also raises a question. it is certainly a regulatory strategy to catch the big and let go the small, but if supervision cannot directly reverse the unhealthy trend of live streaming and selling goods, supervision will become " "sheeping wool" has become a cover for indulgence under the guise of supervision. the three sheep that attracted the attention of the public were punished by the supervision department before stating that they would "refund one and pay three". they had been pretending to be deaf and dumb before, but now they are suspected of being let off lightly. other small live broadcasters have followed suit, thinking that the cost of breaking the law is low, regulation will not come to your door easily, and there will be no incentive to strictly select products and compensate consumers for their losses.

this is the reason why the punishment of sanyang company cannot quell public anger. people can't control whether brother yang will change his mind, but people have expectations for supervision to make things right. unfortunately, the fine issued by hefei and the belated account suspension make it difficult for people to think of the word "severe". as for how much credibility three sheep's vowed apology can represent, people still have to wait and see carefully.