三只羊“大号”复播，带货美妆产品4小时销售额近25万元

Core Viewpoint - The company "San Zhi Yang" has resumed its Douyin live streaming after a 16-month suspension due to previous violations, with the first live session generating nearly 250,000 yuan in sales and attracting significant viewer engagement [1][5]. Group 1: Live Streaming Resumption - The first live broadcast lasted 4 hours, achieving a total sales of nearly 250,000 yuan, with 420,000 viewers and a peak online audience of 3,900 [1][5]. - The product selection was primarily focused on third-party beauty brands, featuring a core product of a facial cleanser set priced at 99 yuan for three pieces, with individual product prices ranging from 59 to 199 yuan [1][5]. Group 2: Changes in Live Streaming Style - The live streaming style has shifted from a loud promotional approach to a more standardized process, emphasizing ingredient analysis, usage demonstrations, and after-sales commitments [3][7]. - Each product showcased includes quality inspection reports and traceability information, with a strong emphasis on customer service policies such as "7-day no-reason returns" and "genuine product guarantee" [3][7]. Group 3: Background and Challenges - The company faced a suspension in September 2024 due to false advertising claims, resulting in fines totaling approximately 68.95 million yuan and compensation of about 27.78 million yuan to consumers [4][9]. - After 16 months, the company rebuilt its quality control system and established a "three-tier quality inspection + third-party traceability" mechanism, regaining operational qualifications by March 2025 [4][9]. - The absence of the original key hosts, "Da Xiao Yang Ge," has led to a decline in traffic and conversion capabilities compared to peak periods, making it challenging to regain user engagement against competitors who have captured market share during the suspension [4][9].