“三只羊”复播，“东北雨姐”解封在即，但直播电商已戴上“紧箍咒”

Core Viewpoint - The company "Three Sheep" has resumed live streaming with its hosts after a period of suspension due to regulatory issues related to false advertising of a mooncake brand. The hosts are now promoting self-owned products from their new app "Xiao Yang Selection" [1][8][11]. Group 1: Resumption of Live Streaming - On September 15, several hosts from "Three Sheep" resumed live streaming, primarily to engage with their audience rather than focus on sales [1]. - The live stream by host "Zui Ge" attracted over 2.47 million viewers, generating sales between 250,000 to 500,000 yuan [3]. Group 2: Regulatory Background - Last year, "Three Sheep" faced backlash for promoting a mooncake brand falsely claimed to be from Hong Kong, leading to a joint investigation by local authorities [5][7]. - The company was fined 68.95 million yuan and compensated consumers 27.78 million yuan, after which it was deemed eligible to resume operations [7]. Group 3: New Business Model - Following the regulatory issues, "Three Sheep" launched its self-operated app "Xiao Yang Selection," which requires a 99 yuan annual membership fee and offers various product categories [8][11]. - The company aims to ensure product quality and expand shopping options while continuing to engage in live streaming on platforms like Douyin [11]. Group 4: Industry Context - The live commerce industry is facing increased scrutiny, with a reported 402,000 complaints in 2024, marking a 19% increase from the previous year [13]. - The regulatory environment is shifting from individual penalties to broader industry warnings, emphasizing the need for quality and integrity among hosts and companies [13].