以下文章来源于商业弧光 ，作者柳柳 商业弧光 . 听风者，捕光人，最准点的商业节拍 出品｜虎嗅商业消费组 作者｜柳柳 编辑｜苗正卿 目前，柴怼怼的抖音账号已被禁止关注，也被禁止发布作品。这场看似正义的打假，看起来更像是打假者 精心设计的暴利围猎。毕竟在争议期间，柴怼怼的直播销售额曾一度攀升。 题图｜视觉中国 对于胖东来和于东来本人来说，这个五一是不平静的。 关于胖东来可能关闭的传闻引发大众关注，而传闻的背后，是胖东来与抖音网红 "柴怼怼" 之间的激烈冲 突。冲突的缘起，是围绕玉石销售的争议。 4月5日，玉石赛道博主柴怼怼在社交媒体上发布视频，称胖东来并非依靠商超业务盈利，真正的利润来源 是玉石销售 ，并表示胖东来以低成本玉石牟取暴利，将成本仅几百块钱的玉石卖到几千甚至几万元。 4月8日深夜，胖东来发布针对 "柴怼怼" 等三起网络侵权的回复说明，试图澄清事实。并首次发布数据声 明，披露2025年一季度珠宝部毛利率仅为15%-16%，其中和田玉毛利率20%，远低于传统行业30%到50%的 平均水平。 4月30日，胖东来公布受理案件通知书，关于起诉 "柴怼怼商业诋毁、侵犯名誉权" 一案，已于4月25日在许 昌市中级 ...

Core Viewpoint - The ongoing conflict between the company "胖东来" and the influencer "柴怼怼" has raised significant public attention, particularly regarding allegations of inflated pricing in the jade sales sector, which has led to legal actions and public statements from the company's founder, 于东来 [2][3][6]. Group 1: Conflict Background - The conflict originated from a video posted by influencer "柴怼怼," claiming that "胖东来" profits primarily from jade sales rather than its supermarket business, alleging that the company sells low-cost jade at exorbitant prices [2]. - In response, "胖东来" released a statement clarifying that its jewelry department's gross profit margin is only 15%-16%, significantly lower than the industry average of 30%-50% [2]. - The company has initiated legal proceedings against "柴怼怼" for defamation, seeking damages of no less than 5 million [2]. Group 2: Company Performance - Despite the ongoing controversy, "胖东来" reported impressive sales figures, with April sales reaching 17.49 billion, and a cumulative annual sales total of 80.27 billion [6]. - The supermarket segment led sales with 44.10 billion, accounting for over 50% of total sales, while other categories like department stores and jewelry also exceeded 5 billion [6]. - The founder, 于东来, has previously stated that the company aims for a total sales figure of nearly 170 billion in 2024, with a profit of over 8 billion [6]. Group 3: Social Media and Public Response - Following the allegations, 于东来 expressed his frustration on social media, threatening to shut down the business if the influencer's actions were not addressed [3]. - The platform "抖音" has taken action against "柴怼怼," restricting their account due to the infringement complaints filed by "胖东来" [3][4]. - The controversy has led to a significant increase in "柴怼怼's" sales during the dispute, raising questions about the motivations behind the allegations [4][10]. Group 4: Industry Implications - The incident highlights the challenges faced by retail companies in maintaining their reputation amidst social media scrutiny and the potential for "打假" (anti-fraud) actions to become profit-driven [10]. - Analysts suggest that "胖东来" may need to enhance transparency in product information and improve dispute resolution processes to mitigate future risks [10][11]. - The company is encouraged to reassess its product strategy, weighing the benefits of high-risk categories against potential reputational costs [11].