Core Viewpoint - The article discusses the return of the popular livestreaming host "Crazy Little Yang" and the company "Three Sheep Network" after a year-long suspension due to controversies surrounding false advertising and product misrepresentation. The company is attempting to regain consumer trust and adapt its business strategy in a changing market environment [1][3][4]. Summary by Sections Company Background and Controversy - Three Sheep Network faced significant backlash after "Crazy Little Yang" promoted products that were falsely advertised, leading to a year-long suspension and a comprehensive internal restructuring [3][4]. - The company completed 89 corrective measures and paid fines totaling approximately 68.9 million yuan, alongside compensation of about 27.8 million yuan for affected products [4]. Return to Livestreaming - On September 15, 2025, Three Sheep Network's hosts resumed livestreaming, with "Zui Ge" achieving over 100,000 concurrent viewers and generating estimated sales of 250,000 to 500,000 yuan [5][7]. - The hosts focused on self-branded low-cost daily necessities, indicating a shift away from reliance on third-party brands [7][8]. Business Strategy and Market Adaptation - During the suspension, Three Sheep Network explored various strategies, including migrating to different platforms and expanding into Southeast Asian markets, where they established a presence on TikTok [9][10][12]. - The company launched its own e-commerce app, "Xiao Yang Zhen Xuan," aiming to attract price-sensitive consumers with a low membership fee, although initial performance was underwhelming compared to competitors [14]. Challenges Ahead - The company faces regulatory scrutiny and a changing platform ecosystem, with increased emphasis on compliance and a shift towards smaller merchants in the livestreaming space [19][20]. - Consumer trust remains a significant hurdle, as public sentiment is still wary following the controversies, despite the company's efforts to rectify past mistakes [21][22].

Core Viewpoint - The company "Three Sheep" has resumed live streaming after a year-long suspension due to previous violations related to false advertising, specifically involving a product promoted by a popular influencer [1] Group 1: Company Actions - Three Sheep's influencers, Qiao Mei, Lao K, and Zui Ge, resumed live streaming on September 15, featuring only three products: garbage bags, toothbrushes, and dental floss from their self-owned brand [1] - The company had been under regulatory scrutiny and was fined 68.94 million yuan for false advertising last year, leading to a suspension of operations and a requirement for corrective actions [1] Group 2: Regulatory Compliance - In March of this year, a joint investigation team from Hefei reported that Three Sheep had paid the full fine of 68.94 million yuan and compensated consumers a total of 27.78 million yuan under a "refund and triple compensation" policy [1] - The company completed 89 corrective measures and was deemed to have met the conditions for resuming operations [1]

Core Viewpoint - The potential return of the influencer "Xiao Yang Ge" and "Dong Bei Yu Jie" to the live-streaming e-commerce scene is increasingly unlikely due to intensified regulatory scrutiny and significant loss of followers [6][9][25]. Group 1: Regulatory Challenges - The Chinese government has publicly named "Xiao Yang Ge" and "Dong Bei Yu Jie" in a recent press conference, emphasizing the need to maintain order in online transactions and to crack down on irregularities in the live-streaming e-commerce sector [6][8]. - Both influencers faced substantial fines last year for misleading advertising and selling counterfeit products, with "Xiao Yang Ge" fined nearly 700 million yuan and "Dong Bei Yu Jie" fined approximately 6.72 million yuan [6][8]. - Their accounts on Douyin have been restricted, with "Xiao Yang Ge" facing a complete suspension of related accounts and "Dong Bei Yu Jie" being banned entirely [8]. Group 2: Attempts at Comeback - "Xiao Yang Ge" has made multiple attempts to return to the spotlight, including appearing in a short video in May, but has not yet resumed live-streaming [11][16]. - "Dong Bei Yu Jie" has also tried to re-enter the scene through various social media accounts and public appearances, but these efforts have been met with skepticism and have often resulted in account suspensions [19][21]. - Both influencers have engaged in public charity events to maintain visibility, but their core business remains largely inactive [21]. Group 3: Impact of Follower Loss - "Xiao Yang Ge" has lost approximately 20 million followers, dropping from 120 million to 104 million, while "Dong Bei Yu Jie" has seen a decline from 24.5 million to 17.7 million followers [9][26]. - The loss of followers is critical as their business models heavily rely on personal branding; without their presence, their live-streaming ventures face potential collapse [25][26]. Group 4: Industry Context - The live-streaming e-commerce industry in China is transitioning from rapid growth to a more mature phase, with a projected online retail sales figure of 15.5 trillion yuan in 2024, reflecting a 7.2% year-on-year growth [35][36]. - The era of tolerance for problematic influencers is diminishing, making it increasingly difficult for those with past controversies to regain public trust and return to prominence [37][39]. - The case of "Xiao Yang Ge" and "Dong Bei Yu Jie" illustrates the challenges faced by influencers in a stricter regulatory environment, where any misstep could lead to permanent career setbacks [39][40].

Core Viewpoint - The likelihood of the return of prominent livestreamers "Xiao Yang Ge" and "Dong Bei Yu Jie" is diminishing due to increasing regulatory scrutiny and past violations, which have led to significant penalties and loss of followers [5][6][31]. Group 1: Regulatory Environment - The Chinese market regulatory authority has publicly named "Xiao Yang Ge" and "Dong Bei Yu Jie" in a recent press conference, emphasizing the need to maintain order in online transactions and to combat irregularities in the livestreaming e-commerce sector [5][6]. - Both livestreamers faced substantial fines last year for violations, with "Xiao Yang Ge" fined nearly 700 million yuan for false advertising and "Dong Bei Yu Jie" penalized for selling counterfeit products [6][31]. - Their accounts on Douyin have been restricted, with "Xiao Yang Ge" losing 20 million followers, now totaling 104 million, and "Dong Bei Yu Jie" dropping from 24.5 million to 17.7 million followers [9][29]. Group 2: Attempts at Return - "Xiao Yang Ge" has made multiple attempts to return to the livestreaming scene, including appearing in a video in May, but has not yet returned to live selling [10][17]. - "Dong Bei Yu Jie" has also tried to re-enter the market through various means, including using a small account for livestreaming, but these efforts have been met with skepticism and have not been successful [18][21]. - Both have engaged in public activities, such as charity events, to maintain visibility, but their primary livestreaming activities remain largely inactive [24][39]. Group 3: Industry Challenges - The livestreaming e-commerce industry is transitioning from rapid growth to a more mature phase, with a projected 2024 online retail sales figure of 15.5 trillion yuan, reflecting a 7.2% year-on-year growth [41]. - The era of tolerance for problematic livestreamers is fading, making it increasingly difficult for those with past controversies to regain public trust and return to prominence [43][48]. - The challenges faced by "Xiao Yang Ge" and "Dong Bei Yu Jie" highlight the precarious nature of their business models, which heavily rely on personal branding; their absence could lead to the collapse of their respective ventures [27][28].