Core Viewpoint - The article emphasizes the need for collaboration between live streaming platforms and regulatory authorities to combat the rampant issue of "fake foreign brands" in e-commerce, which misleads consumers and undermines local brands [1][2]. Group 1: Issues with "Fake Foreign Brands" - The phenomenon of "fake foreign brands" is prevalent in various sectors, including beauty, health products, and food, where low-cost domestic products are marketed as high-end imports, misleading consumers [1][2]. - These brands exploit consumer perceptions that "imported equals high quality," leading to commercial fraud and the sale of substandard products at inflated prices [1][2]. - The presence of "fake foreign brands" not only misleads consumers but also infringes on their rights to informed choices, potentially impacting their health and economic interests [2]. Group 2: Impact on Local Brands - "Fake foreign brands" occupy market space that should belong to legitimate local brands, thereby harming their competitiveness and innovation [2]. - The success of these deceptive brands diminishes the incentive for local companies to improve product quality and brand recognition, ultimately affecting the industry's sustainable development [2]. Group 3: Recommendations for Consumers and Platforms - Consumers are urged to be vigilant and discerning when shopping, avoiding impulsive purchases influenced by live stream presentations, and to verify product origins and ingredients [3]. - Live streaming platforms are called to enhance their responsibility by improving entry management systems and verifying brand backgrounds to prevent the spread of misinformation [2].

Group 1 - The company PELLIOT, a private outdoor sports group based in Lixin County, has submitted its prospectus to the Hong Kong Stock Exchange for a main board listing, with CICC and CITIC Securities as joint sponsors [1] - PELLIOT faces challenges related to its early marketing strategies, which may have misled consumers about its brand origin, presenting itself as a foreign brand to enhance product pricing [1][2] - The company has a low level of research and development investment, with only four invention patents among a total of 45 patents, indicating a lack of technological accumulation compared to competitors [7][10] Group 2 - PELLIOT's revenue for the years 2022, 2023, and 2024 is projected to be 378 million, 908 million, and 1.766 billion RMB respectively, with net profits of approximately 24.31 million, 152 million, and 283 million RMB [7] - The marketing strategy heavily relies on high-profile celebrity endorsements, with sales and distribution expenses exceeding 30% of total revenue during the same period [7][9] - The company has a significant issue with product quality, as evidenced by a high online return rate of 8.7% in 2024, which is above the industry average of 5% [14] Group 3 - PELLIOT operates on a light asset model, relying on OEM partnerships for production, which may lead to uncertainties in ongoing operations and quality control issues [11][12] - The company has faced numerous consumer complaints regarding product quality, with 453 complaints recorded on a consumer complaint platform, highlighting issues such as poor stitching and material defects [12][13] - Refund liabilities have increased significantly, reaching 44.26 million RMB by the end of 2024, marking a 133.45% growth from 2023 [14][15]