Core Viewpoint - The recent controversy surrounding Li Jiaqi's live-streaming sales has led to consumer dissatisfaction due to discrepancies in product information, particularly regarding the fiber content of a thermal underwear product, raising questions about product authenticity and trustworthiness [2][4][12]. Group 1: Product Discrepancies - Consumers have reported receiving thermal underwear with different fiber content percentages than advertised, leading to accusations of selling outdated or incorrect products [4][7]. - The official product details indicate a fiber content of 45%, while some products sold in Li Jiaqi's live stream show a content of 47%, causing confusion and distrust among buyers [2][7]. - Industry insiders suggest that the discrepancies may stem from selling old stock rather than new products, which contradicts Li Jiaqi's image of providing fresh goods [7][12]. Group 2: Consumer Complaints - The number of complaints related to Li Jiaqi's live stream has surged, with over 20,000 complaints reported, significantly higher than other leading live-streamers [13][15]. - Consumers have expressed frustration over receiving expired or near-expiry products, which undermines the trust built by Li Jiaqi as a price leader in the market [8][15]. - The complaints highlight a growing concern among consumers regarding the transparency and reliability of live-stream sales, particularly in relation to product freshness and quality [12][15]. Group 3: Industry Implications - The situation reflects a broader issue in the live-streaming industry, where the promise of "lowest prices" is being challenged by rising operational costs and reduced bargaining power for top influencers [16]. - As consumer trust erodes, the potential for long-term damage to the live-streaming sales model increases, particularly if transparency and product quality are not prioritized [12][16]. - The incident serves as a cautionary tale for other influencers and brands in the industry, emphasizing the importance of maintaining consumer trust through accurate product representation and ethical sales practices [12][15].

Core Insights - The article highlights the declining trust and increasing complaints against Li Jiaqi, a prominent beauty influencer, during the "6.18" shopping festival, as consumers report price discrepancies and order issues [2][3][8]. Price Discrepancies - During the "6.18" pre-sale, a robot vacuum initially priced around 2900 yuan was sold for under 1500 yuan in Li Jiaqi's livestream, leading to a surge in orders [8]. - Consumers reported that several beauty products were priced higher than previous sales events, such as the Mao Ge Ping cushion foundation being 40 yuan more expensive than last year's Double Eleven [3][6]. - A comparison of prices for Maybelline eye and lip makeup removers showed a significant increase from 98.6 yuan in 2023 to 149.45 yuan in 2024, despite a reduction in product volume [4][6]. Consumer Complaints - Complaints related to Li Jiaqi have surged, with nearly 20,000 complaints filed on the Black Cat Complaints platform, primarily concerning product quality and service issues [8][10]. - Specific complaints include delayed shipments, order cancellations, and poor customer service, with consumers feeling misled by pricing strategies [10][12]. - The volume of complaints against Li Jiaqi is notably higher compared to other influencers, indicating a significant decline in consumer satisfaction [10][13]. Market Dynamics - The article suggests that the traditional appeal of influencers like Li Jiaqi is waning, as consumers become more discerning and critical of pricing and service quality [12][13]. - The shift in consumer sentiment reflects broader trends in the live-streaming e-commerce industry, where trust and perceived value are increasingly important [12][13].