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at the beginning of the month, the panjin rice field crab photoshoot was suspected of being fake. in the middle of the month, the sweet potato vermicelli she brought was suspected of false advertising, and she was exposed as beating an anti-counterfeiting blogger. after a month of "overturns", dongbei yujie cried in the live broadcast room.

on september 26, dongbei yujie first posted a video with her team, and then started a live broadcast, telling netizens the whole story, saying that she was "bullied to death" by professional anti-counterfeiters, and was offered 300,000 yuan. of blackmail.

dongbei yujie apologized for the foul language she used during the process and the physical actions of her team members; as for the issue of sweet potato vermicelli, she said she was also waiting for the official quality inspection report and promised to pay for it if there were any problems. give everyone a satisfactory explanation.

when they were emotional, sister dongbei yu and her "darling husband" lao kuai shed tears in the live broadcast room.

but most viewers didn't buy it, "you have to understand the quality of the product before selling it," "you're treating your family as fools," "you didn't cry when you sold fakes, you didn't cry when you beat people, but you cried when you didn't make any money, right?" ... comments like this filled the live broadcast room.

feigua data shows that from september 23 to 26, dongbei yujie lost 416,000 followers in four days.

it is conceivable that this controversy will continue until evidence and processing results that can convince the public are presented. and such chaos in live streaming may be difficult to control in a short period of time.

sister dongbei yu apologizes. picture/screenshot

involving false propaganda

among the angry netizens, there are many fans of dongbei yujie.

huang jie (pseudonym), who has followed northeast rain sister for more than a year, is one of them. when she first saw northeastern yujie's video, huang jie was obsessed with the unfamiliar rural life in northeastern china she presented, and was even more impressed by her endless strength.

this tough woman who can walk like flying while carrying half a pig, buys a thousand kilograms of cabbage at a time, skillfully welds a dog cage, and dotes on her skinny, useless husband, once became huang jie's cyber spiritual nourishment.

because of this, when northeastern sister yu started her live broadcast and expressed her intention to endorse products from her hometown, huang jie would support her in the live broadcast room as long as necessary.

sister dongbei yu carried back half a pig from the market alone. picture/screenshot

but what followed was a little bit of trust being consumed by disappointment.

before the sweet potato vermicelli incident, huang jie was shaken the most last year. at that time, dongbei yujie was once suspected that the geese sold in the live broadcast room were fake african geese. the matter finally ended with dongbei yujie posting a video of anti-counterfeiting bloggers clarifying that the fake geese had nothing to do with her.

but recently, only twenty days have passed since the fake photos and photos were taken to promote panjin rice field crabs. the sweet potato vermicelli introduced in northeast yujie’s live broadcast as having “only sweet potato starch, drinking water and edible alum” has caused trouble again.

public information shows that on september 23, an anti-counterfeiting blogger broke the news that the sweet potato vermicelli he bought from northeast yujie’s live broadcast room in may and august this year were sent for inspection and it was found that the products were mixed with tapioca starch instead of without sweet potato ingredients. the blogger also mentioned that on september 20, during his door-to-door crackdown on counterfeiting, he was beaten by a group of northeastern yujies and his personal freedom was restricted.

according to a report by guizhou radio and television station on the same day, the person in charge of chaoyang county liuhe vermicelli manufacturing co., ltd., the manufacturer involved in the matter, responded that the product in question did contain one-third of cassava flour, but emphasized that it was mainly added to adjust the indicators. tapioca flour is only an auxiliary material, sweet potato is an indispensable raw material. however, this response is inconsistent with the label on the ingredient list of its packaging.

in 2022, the cctv march 15 party exposed the behavior of some companies using cassava flour and corn flour to make sweet potato vermicelli and yam vermicelli. at that time, the market price of cassava starch was 1.8 yuan/500g, and that of sweet potato starch was 4 yuan/500g.

the controversy became more and more intense, but dongbeiyu, who "only slept for six hours in total in five days," responded only three days later.

there are two summaries of the content of his live broadcast: he is confident that the product is fine and has been sent to regular channels for testing. he is currently waiting for the report and will explain it to his "family" when it comes out; he does indeed curse and hit people, and apologizes for his and his team's impulsiveness. , but these actions were forced by anti-counterfeiting bloggers with ulterior motives to secretly record, and the matter has obviously been settled, but the other party is still making trouble out of context, and said that the subsequent "settlement fee" of 300,000 yuan requested by the other party is still the middleman negotiated it for 460,000 yuan.

but after watching this live broadcast, which huang jie summarized as a "miserable sale", she became even more angry. "you said it was sent for inspection, which means you don't even know what's inside, so you dare to say 'if you fake it, you'll pay 10,000 yuan' during the live broadcast. isn't that just deceiving consumers?"

according to statistics from feigua, since the beginning of this year, northeast yujie has carried sweet potato vermicelli live broadcasts 4 times, with sales totaling close to 1 million yuan.

she made up her mind that she must pay attention to this matter and have a real result. this is what many netizens are waiting for.

"rollovers" continue

in recent times, it seems that internet celebrity anchors have become more and more frequent in selling goods.

from the skin care essence sold by luo wangyu which was found to contain no main ingredients as claimed, to the "li gui" brand mooncakes sold by make a friend and crazy little yang, to the travel products sold in liu genghong's live broadcast room, the actual accommodation conditions did not match the promotion. , and now dongbei yujie doesn’t know if there are sweet potato starch sweet potato vermicelli - it seems that as long as they reach a certain level of popularity and scale, product problems are an unavoidable fate for these internet celebrities.

behind this, it reflects the common problems that have become more and more serious after the entire live broadcast e-commerce industry reached a market size of 4.9 trillion.

according to the "analysis report on public opinion on rights protection for consumer rights through live broadcasting", in 2023, among the main issues reflected in the public opinion on rights protection through live streaming for consumption, issues involving false propaganda accounted for 38.97%, ranking first, and the second largest issue was product quality. accounting for 34.59%.

this makes people wonder, why is there always chaos here?

according to zhao liangshan, senior partner of shaanxi hengda law firm, live streaming is essentially a kind of word-of-mouth marketing, and consumers’ decision-making to purchase goods is largely based on their admiration and trust in the anchor. "some anchors have seized on the consumption psychology of fans. in order to increase sales, they must amplify, stimulate, and encourage fans' consumption behavior. therefore, exaggerated and false propaganda is staged in the live broadcast room."

even if the anchors who bring goods have no intention of taking the initiative to engage in counterfeiting, quality control is still full of challenges for these young teams.

in particular, current live broadcast rooms generally involve multiple categories in product selection, from food, beauty and skin care to clothing, electronic products, etc. the supply chain of each category is quite complicated, and it cannot be fully understood without years of operation. investing in testing will bring high costs in time and money.

"the fast-paced and high-pressure environment of live streaming e-commerce makes it difficult for anchors and teams to have enough time and resources to strictly control the quality of products." zhang yi, ceo and chief analyst of iimedia consulting, told china news weekly.

according to the analysis of internet industry analyst zhang shule, this problem has become more prominent after well-known brands gradually shifted their positions to self-broadcasting. anchors carrying goods had to choose products from oem or white-label products, which ultimately led to the concentrated outbreak of this kind of "rollover".

at the same time, the emerging model of live broadcast e-commerce involves anchors, brands, logistics companies and other parties, which also brings difficulties and challenges to corresponding supervision.

"live-streaming of goods is developing at a rapid pace, but relevant laws, regulations and regulatory measures may not be able to keep up in time, causing some criminals to take advantage of regulatory loopholes to engage in illegal activities." fu yongsheng, an expert at kande think tank and a lawyer at shanghai guangming law firm, told china newsweek said.

to get rid of the trust crisis, internet celebrity anchors still have to do all kinds of homework.

author: shi hanxu