Core Viewpoint - The company "Three Sheep" has resumed live streaming with its hosts after a period of suspension due to regulatory issues related to false advertising of a mooncake brand. The hosts are now promoting self-owned products from their new app "Xiao Yang Selection" [1][8][11]. Group 1: Resumption of Live Streaming - On September 15, several hosts from "Three Sheep" resumed live streaming, primarily to engage with their audience rather than focus on sales [1]. - The live stream by host "Zui Ge" attracted over 2.47 million viewers, generating sales between 250,000 to 500,000 yuan [3]. Group 2: Regulatory Background - Last year, "Three Sheep" faced backlash for promoting a mooncake brand falsely claimed to be from Hong Kong, leading to a joint investigation by local authorities [5][7]. - The company was fined 68.95 million yuan and compensated consumers 27.78 million yuan, after which it was deemed eligible to resume operations [7]. Group 3: New Business Model - Following the regulatory issues, "Three Sheep" launched its self-operated app "Xiao Yang Selection," which requires a 99 yuan annual membership fee and offers various product categories [8][11]. - The company aims to ensure product quality and expand shopping options while continuing to engage in live streaming on platforms like Douyin [11]. Group 4: Industry Context - The live commerce industry is facing increased scrutiny, with a reported 402,000 complaints in 2024, marking a 19% increase from the previous year [13]. - The regulatory environment is shifting from individual penalties to broader industry warnings, emphasizing the need for quality and integrity among hosts and companies [13].

Core Viewpoint - The news highlights the controversy surrounding the "Hong Kong Meicheng Mooncake" brand, particularly its misleading marketing claims and the subsequent regulatory actions taken against the involved parties [1][3]. Company Status - Foshan Meicheng Food Co., Ltd. was established in 2023 and has been deregistered as of May 15, 2023, with a registered capital of 1 million yuan [1]. - Guangzhou Meicheng Food Co., Ltd., the brand operator, remains active and was founded in 2019, with a major shareholder holding 85% [1]. Marketing Controversy - The mooncake was promoted as a high-end product from Hong Kong, leading to accusations of false advertising, as the product was actually produced in mainland China [3]. - Legal experts indicated that the promotional claims made by the livestream host could constitute false advertising under Chinese law, as they misrepresented the product's origin [3]. Regulatory Actions - The Hefei Market Supervision Bureau issued a notice stating that the promotion of the mooncake constituted false advertising, leading to a suspension of operations for the involved company [3]. - In March of the following year, the company paid a fine of approximately 68.95 million yuan and was allowed to resume operations after meeting regulatory requirements [4]. Business Developments - Despite the controversies, the company launched a self-operated shopping app called "Xiaoyang Zhenxuan" in April, which requires an annual membership fee of 99 yuan [4]. - The app has struggled to attract viewers, with reports indicating a significant drop in the host's follower count and low engagement levels [4]. Product Offerings - Following the scandal, the "high-end Hong Kong mooncake" was removed from sale, but the brand has introduced a new product line featuring rice dumpling gift boxes, which have seen poor sales [4].