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Core Viewpoint - The disparity between the high costs associated with influencer marketing and the actual sales results highlights the deceptive practices within the live-streaming e-commerce industry, raising concerns about the integrity of data presented by influencers and the potential exploitation of small businesses [2][3]. Group 1: Influencer Marketing Issues - A businessman in Heilongjiang paid 50,000 yuan as a "placement fee" to a popular influencer with millions of followers, expecting significant sales, but only one order was completed [2]. - Another case involved a businessman from Henan who was promised a minimum sale of 20,000 pairs of shoes but ended up selling only 58 pairs, which is less than 0.3% of the promised amount [2][3]. - Influencers often evade accountability by claiming that contracts do not guarantee sales, leading to frustration among businesses seeking refunds [3]. Group 2: Data Integrity Concerns - Complaints regarding live-streaming sales have surged, with 402,000 reports received in 2024, marking a 19.3% increase from the previous year, and complaints related to short video platforms rising by 48.8% [3]. - Many small businesses lack the ability to discern the reliability of the data presented by influencers, which can include purchased followers and manipulated view counts [3][5]. - The discrepancy between the impressive data shown before signing contracts and the actual sales results raises questions about the authenticity of the influencers' claims [3]. Group 3: Regulatory and Ethical Considerations - China's e-commerce law prohibits false advertising and data manipulation, emphasizing the need for truthful marketing practices [4]. - The live-streaming industry is urged to enhance data verification processes to ensure that displayed metrics are accurate and reflective of market realities [5]. - Regulatory bodies are called to implement targeted management measures to address industry irregularities and enforce stricter oversight against false advertising and data fraud [6].