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article produced by radar finance hongtu | edited by mo enmeng | deep sea

three sheep company, which has been at the forefront of public opinion recently, received the investigation results and penalty decisions from the regulatory authorities on september 26.

because the process of bringing "hong kong meicheng mooncakes" constituted false and misleading commercial promotions, and the process of bringing "australian grain-fed beef rolls" constituted false commercial promotions, hefei city jointly investigated the team plans to confiscate illegal gains and impose fines totaling 68.9491 million yuan on sanyang, and order it to suspend operations and make rectifications within a time limit.

at the same time, the "recording scandal" surrounding three sheep has also ushered in the latest developments. according to a police information report issued by the high-tech branch of the hefei municipal public security bureau, after inspection and appraisal by professional institutions of the ministry and province, it was determined that the audio and video spread online involving lu moumou (a senior executive of three sheep) was untrue.

however, the turmoil that three sheep company has been involved in does not end there. the company’s anchors and brother xiao yang’s disciples, the seventh boss, have been involved in consumer fraud disputes after being accused of forging sales data when selling facial masks.

just as the three sheeps have been involved in many disputes one after another, the "allies" who used to work closely with the three sheeps also seem to have undergone subtle changes. for example, when asked about the meicheng mooncake incident in an interview, eric tsang, who was regarded by brother yang as the helmsman of three sheep’s hong kong branch and had shipped the product together, put down the microphone and hurriedly left the scene. li paoer, an internet celebrity with tens of millions of fans who was previously crowned the chairman of three sheep shenyang company, also withdrew from three sheep shenyang company in april this year.

what is more intuitive is that these negative events have had a significant impact on the online influence of three sheep and its core character "crazy little yang".in the past 30 days,the number of followers of the "three sheep network" douyin account decreased by more than 220,000, while the "crazy little yang ge" account with more than 120 million followers suffered a loss of more than 3.54 million followers.

some internet marketing practitioners pointed out that for "crazy little yang" who relies on a huge fan base to build a business empire, recent events have undoubtedly sounded the alarm. if three sheep wants to regain the trust and support of consumers, it must start from the perspective of treating consumers honestly and responsibly, strengthen internal management, and improve product quality and service levels. otherwise, fans can hold "crazy little brother yang" up high or throw him to the ground.

three sheep was fined rmb 68.95 million for false advertising "rollover"

on the evening of september 26, the hefei municipal supervision bureau issued a briefing stating that hefei city established a joint investigation team on september 19 to investigate the recent reports on the internet of the live broadcast of hefei three sheep network technology co., ltd. (hereinafter referred to as "three sheep") investigate relevant problems existing in the delivery of goods and report relevant situations.

after investigation, three sheep company was entrusted by guangzhou meicheng food co., ltd. to promote "hong kong meicheng mooncakes" in a live broadcast, saying that "hong kong meicheng is a big brand that specializes in high-end mooncakes and has been doing it for nearly 20 years." emphasis selling points such as "meicheng's, hong kong's, high-end mooncakes" constitute false and misleading commercial promotions.

commissioned by hubei xianduoyu network technology co., ltd., three sheep company also promoted "australian grain-fed beef rolls" in a live broadcast. it is reported that the promotional information provided by xianduoyu company claims that the product is raw cut meat, but the meat actually shipped by xianduoyu company is prepared meat. without obtaining the original meat inspection report, sanyang company still promoted products based on the information provided by xianduoyu company. the above behavior constituted false business promotion.

as for the fact that three sheep company was entrusted by hubei xiaocheng youxuan technology development co., ltd. to promote the "yuhui yuan meicai stewed pork" live, the hefei city joint investigation team revealed that the product was purchased by xiaocheng youxuan from anhui donghui food technology co., ltd. purchase. the promotional information provided by xiaocheng preferred to three sheep stated that the raw material of the product was pork belly, and the live broadcast content was consistent with the promotional information.

the hefei city joint investigation team also mentioned in the report that the contract between xiaocheng youxuan and donghui company stipulated that "pork belly should be used to make braised pork belly with pickled vegetables" and that personnel were stationed at donghui company for quality control. three sheep company conducts verification by checking qualifications, reviewing test reports, sampling samples, and on-site inspections.

the joint investigation team interviewed relevant personnel of donghui company and xiaocheng youxuan, and everyone interviewed confirmed that the raw material of "yuhuiyuan meicai braised pork" is pork belly. after verifying the financial accounts, xiaocheng youyi paid for the goods based on the price of pork belly pork belly. combining witness testimonies, video materials, account lists, etc., it was confirmed that the raw material of "yuhuiyuan meicai braised pork" provided by xiaocheng youxuan is pork belly.

in addition, the hefei city joint investigation team also reported the investigation of the "year of the rabbit moutai" brought by three sheep company: three sheep company, hangzhou jiudaojia trading co., ltd., sichuan yijiu e-commerce co., ltd., zhejiang ziqi donglai trading co., ltd. (hereinafter referred to as the "client") signed the "online promotion service framework contract", agreeing that three sheep company will live-stream the promotion of "year of the rabbit moutai" for the client, and clearly states that three sheep company will only provide services to the client. live promotion service, the client is responsible for shipping and ensuring product quality.

three sheep company promotes products based on the information provided by the client during the live broadcast. in response to the information on the internet that some shipped goods are inconsistent with genuine products, because the shipper is in another city, in accordance with the principle of regional jurisdiction, relevant clues will be transferred to the relevant departments where the shipper is located for verification and processing.

after reporting the investigation results of multiple disputes over the delivery of goods by three sheep, the hefei city joint investigation team announced its opinions on the handling of three sheep. in accordance with the relevant provisions of the "administrative penalty law" and the "anti-unfair competition law", it is planned to decide to confiscate illegal gains and fine a total of 68.9491 million yuan against three sheep.

in response to the related problems in the live broadcast of sanyang, the company was ordered to suspend operations within a time limit for rectification and bear relevant legal responsibilities. in addition, for units and related personnel who neglect their duties during the work process, the disciplinary inspection and supervision departments will open a case for investigation and deal with them seriously in accordance with laws and regulations.

on the evening of september 26, the douyin e-commerce security center also issued the "punishment announcement on "three sheep": in order to promote a clean and upright community atmosphere and protect consumers' legitimate rights and interests and a good shopping experience, in accordance with relevant laws regulations and the "general principles for the management of douyin e-commerce creators", the platform punished the "three sheep".

the douyin e-commerce security center also mentioned that since september 21, the platform has suspended the accounts of "three sheep" and will further urge them to actively rectify and properly resolve the after-sales compensation issues for relevant consumers.

it is worth mentioning that on september 19, multiple three sheep company accounts, including “three sheep network”, “three sheep network fresh fruits”, and “three sheep network beautiful life”, had it resumed airing two days later.

in the face of punishment, three sheep company responded quickly. in the evening of the same day, hefei sanguangyang network technology co., ltd. issued a statement through its official account. three sheep said in a statement that the company's recent false advertising and misleading consumers in live broadcasts have attracted social attention, and the company sincerely apologizes for this. the company fully accepts the investigation opinions and punishment results of the joint investigation team, and is willing to assume relevant legal responsibilities.

sanyang also stated that the company will comprehensively carry out internal rectification in accordance with the "consumer rights and interests protection law of the people's republic of china", "internet anchor code of conduct" and other relevant laws and regulations, operate in accordance with the law, and effectively protect the legitimate rights and interests of consumers.

at present, three sheep company has also begun to handle the compensation issues for meicheng mooncakes and xianduoyu beef rolls. according to blue whale news, on september 27, as a consumer, it consulted the official customer service of three sheep network on how to deal with the meicheng mooncakes and xian duoyu beef rolls.

sanyang customer service said that the current volume of inquiries is large, and consumers need to provide screenshots of relevant orders for registration and verification. after verification, they will receive a refund of one and three indemnity. however, sanyang customer service did not respond as to whether the specific party responsible for the compensation was advance payment by sanyang company or borne by the manufacturer.

the "recording gate" was faked by ai, and its anchors were accused of cooperating with brands to falsify sales.

in addition to the aforementioned disputes over the delivery of goods in several issues, at the sensitive moment when the hefei city joint investigation team reported the delivery situation of the three sheep, the high-tech branch of the hefei municipal public security bureau also issued an announcement on the evening of september 26 regarding the delivery of the three sheep. sheep company police information report.

the report shows that on september 20, the high-tech branch of the hefei municipal public security bureau received a report from sanyang company stating that the audio and video involving lu moumou were spread online and were false, seriously infringing on his legitimate rights and interests. the high-tech branch of hefei municipal public security bureau opened the case and launched an investigation.

it is reported that a recording suspected to be of lu moumou, a senior executive of three sheep, was exposed on the internet. because this recording contains a lot of information, it not only mentions big and small yang ge, seventh boss, zhuo shilin, momo, simba, the content of zhang yiming and others is very explosive, involving personal attacks, power struggles, cheating, etc., attracting many netizens to watch.

as the "recording scandal" controversy continues to ferment, many parties involved have spoken out to refute the rumors. the seventh boss said that he had called the police and filed a case. the recordings and videos were all fake and were synthesized at a later stage. "i will die if even half of the words are true." zhuo shilin also said that she had reported the case, "waiting for my response. do you still have me? i will withdraw from the network! stop making yellow rumors!"

mrs. dayang also posted on weibo, "three people become a tiger, five people become a chapter, everyone speaks for gold, and accumulation destroys bones. the cost of spreading rumors is too low, and the rumors become more and more outrageous. it is too easy to create pornographic rumors about girls, and they can easily destroy a person." dayang's sister-in-law also said that she just couldn't stand it because her friend was being accused of pornographic rumors. she made a comment, but it triggered a new round of online violence. the people who spread the pornographic rumors are even more unscrupulous and have no bottom line.

according to the police information report issued by the high-tech branch of the hefei municipal public security bureau, under the guidance of the municipal bureau’s criminal police detachment, after investigation, on the evening of september 22, the high-tech branch of the hefei municipal public security bureau arrested the criminal suspect wang moumou (male, 25 years old) captured, and found evidence of forged related audio and video on his computer, mobile phone and website that produced ai audio; combined with his confession, investigation and evidence collection, and inspection and appraisal by professional institutions of the ministry and province, it was determined that the online audio and video involved in the report was forged .

it has been found that on september 16, wang moumou used audio and video materials downloaded from the internet to fabricate a script of lu moumou's drunken remarks. he first used ai tools to train and generate fake audio of lu moumou (the female voice appearing in it was also generated by ai tool training), and then used video software to synthesize audio and video and publish them through the internet, causing a large number of rumors to spread. at present, wang moumou has been subject to criminal compulsory measures in accordance with the law, and the case is under further investigation.

later, an ai audio company also came forward to "claim" the technical tools involved in the incident. in the early morning of september 27, reecho issued a statement on its official weibo account saying that the company had recently received a notice from the hefei police to collect evidence regarding the audio part involved in the "lu mou recording scandal" reported online. cooperating with the hefei police, it was confirmed that the suspect wang used the company's independently developed reecho ai dubbing large model platform to clone the approximately 30-second recording of lu's previous live broadcast clip and generate it through text.

it is worth mentioning that reecho’s first weibo was published on september 4 this year. as of press time, the number of weibo fans has not exceeded 100. radar finance learned from the brand’s official website that reechoai is an ai voice large model technology product and ai audio content community provided by shenzhen yanyu technology co., ltd. tianyancha shows that shenzhen yanyu technology co., ltd. was established in december last year with a registered capital of 1 million.

in addition to the "recording scandal" incident, sanyang company is also facing another crisis. the company's internet celebrity anchor and the seventh boss, xiao yang's apprentice, were accused of defrauding consumers for selling mijia facial masks.previously, media reported that yuan zhongxiaoer (authorized editor) of three sheep company broke the news that when seven bosses and the brand fangmijia launched a live broadcast sales cooperation, both parties misled consumers by forging the historical sales volume of facial masks.

according to the video posted online, the seventh boss made a request to mijia that the screenshots of the historical sales volume of the facial mask cannot be zero. "set the price very high and show it in a serious way. if you can sell one order, it will be one order. if you sell one order, it will be equal to the normal sales." "ten orders." the relevant staff of miga said, "find a high-selling link and make 138 (one box), and then sister qi will take a picture (to show to consumers when bringing the goods)", and even praised boss qi for marketing. genius.

another video shows that seventh boss directly showed consumers the historical sales data of the facial mask during the live broadcast, showing that "more than 4,000 have been sold", using the historical high sales as a selling point to stimulate customers to place orders.

according to red star news, on september 24, it asked the brand to verify whether there was a causal connection between the two videos and whether there was any fictitious historical sales volume. the person in charge of the brand responded that the rumors of fraudulent sales were untrue.

some fans have lost their followers. is three sheep "crazy" expanding or slowing down?

although the "recording scandal" incident in which three sheeps was involved was eventually confirmed by the police to be a forgery, the successive public opinion incidents still brought a negative impact to three sheeps that cannot be ignored.

according to data from gray dolphin, in the past 30 days, the number of fans of the "three sheep network" douyin account has decreased by 224,000, while the account of "crazy little yang", which has a huge fan base with a total number of fans of more than 120 million, has lost even more. with more than 3.54 million fans, these numbers intuitively reflect the blow that a series of turmoil has caused to the three sheep business empire.

in fact, before a series of recent events broke out, sanyang’s development momentum was at its peak, and its business map even targeted overseas markets.in march 2022, sanyang (hefei) holding group co., ltd. was officially established. after just a few years of development, three sheep has embarked on a journey to explore the global market since july last year, and has decided to take southeast asia as the pioneer position.

at that time, after completing the formation of the overseas team and the establishment of the overseas mcn organization "three sheep network", three sheep quickly built a strong content matrix with 2 million fans in southeast asia.

in january this year, three sheep’s first live broadcast in cooperation with local singaporean celebrity shopwithsasax even set a new record for tiktok’s e-commerce sector in singapore, ranking first in singapore’s local list. with the steady advancement of the construction of china (hefei) content e-commerce industrial park, three sheep’s overseas market layout has also ushered in a broader development space.

in the domestic market, three sheep has also demonstrated strong business expansion capabilities. in october last year, brother yang revealed in a live broadcast the plan of three sheep to open a branch in shenyang, and announced that li paoer, an internet celebrity with tens of millions of fans, would serve as the chairman of shenyang three sheep company. on the 18th of the same month, shenyang sanyang company had its grand opening. li paoer, xiao yang and dayang attended the opening ribbon-cutting ceremony. the atmosphere was lively.

in august this year, good news came again from san yang. its hong kong branch, san yang holdings (hong kong) co., ltd., officially opened. the opening ceremony was star-studded. xiao yang ge, big yang ge, du gang, ceo of three sheep group, as well as many celebrity guests such as zeng zhiwei, chen haomin, zhong zhentao, etc. gathered together to witness this important moment. in addition, brother yang has publicly stated that eric tsang is the boss of the hong kong branch of three sheep.

however, as three sheep encountered turmoil one after another, subtle changes in its former partners also attracted widespread attention from the outside world. after simba angrily ripped brother yang apart, the topic "eric tsang changed his name overnight and removed the three sheep" once topped the weibo hot search list.

at that time, eric tsang posted a photo of himself and xiao yang brothers on douyin with the caption "we are fine", seemingly sending a message to the outside world that their relationship is still solid, in response to the rumors of "cutting seats".

but the development of the situation did not calm down. one wave has not subsided, and another wave has arisen. with the outbreak of the meicheng mooncake incident, the previous video of eric tsang and brother yang bringing meicheng mooncakes together was also exposed by netizens. the topic "zeng zhiwei watched the expression of brother yang bringing meicheng mooncakes" once again triggered a hot search. .

during the miss hong kong finals on september 15, eric tsang, who was asked about the mooncake incident, changed his face slightly during the interview, pretended not to hear, quickly put down the microphone and left the scene to end the interview.

on the other side, there is also new news about three sheep’s layout in shenyang. some netizens said that the shenyang branch of sanyang group “has long been empty.” on september 19, the investment promotion staff of the shenyang international software park where the company is located responded, "it is true that we have moved in, but no one has come to work. we will officially cancel the lease on october 6."

tianyancha shows that shenyang sangeyang network operation co., ltd. was established in september 2023 with a registered capital of 5 million yuan. it is worth noting that in april this year, li dongsheng (li paoer) resigned as the company's legal representative, executive director, and manager, and was replaced by du gang. annual report information shows that the company’s number of insured persons in 2023 will be 7.

on the evening of september 20, shenyang xiaodian culture media co., ltd. issued a statement stating that the company’s celebrity li paoer and shenyang three sheep network operations co., ltd. established a cooperative contractual relationship in august 2023, and later became friendly in april 2024. negotiate to terminate the cooperation contract.

in order not to occupy public resources, the two parties agreed that li paoer's douyin account "libigpao" will still be bound to the mcn organization of hefei sangeang network technology co., ltd., and agreed to unblock the account before january 28, 2025. tie.since the termination of the cooperation contract in april, both parties have made it clear that both parties have the right to independently and freely carry out short videos and other business activities, and there is no longer any legal or business relationship.

in addition, according to blue whale news, the branch that three sheep founder lu wenqing announced in august this year will be opened near the suzhou river in shanghai has not yet started construction. three sheep group promotional posters were pasted on the windows on the first floor of the building, but some of the posters have been removed. the historic building protection department of the shanghai jing'an district housing administration stated that there is currently no construction in the building, and no company has come to apply for decoration.

some analysts believe that three sheep's frequent negative public opinion whirlpool recently reflects the severe challenges it faces in multiple dimensions such as brand operation, corporate management and public relations strategy execution. in the wave of rapid expansion, three sheep will inevitably face problems such as increased management complexity and uneven quality control. these problems are like hidden reefs. if not properly dealt with, they will easily hit the rocks and trigger a chain reaction of negative public opinion.

secondly, the effectiveness of public relations response is directly related to whether the company can effectively resolve the crisis. in the face of turmoil, rapid, transparent and sincere communication strategies are the key to reducing the pressure of public opinion and rebuilding consumer confidence. three sheep needs to reflect deeply and pay more attention to the precise formulation and efficient execution of public relations strategies when responding to crises, actively build bridges with the media, consumers and partners, proactively respond to concerns, clarify facts, and sincerely and take practical actions to eliminate misunderstandings and curb the spread of negative impacts.

the most important thing is that three sheep, which has been supported by more than 100 million fans, needs to remember that the foundation of its success comes from the support and trust of the vast number of fans and consumers. this heavy trust is both an honor and a responsibility. therefore, three sheep should not forget its original intention and put the interests of consumers first in order to achieve steady development.