"双11"前夕，抖音前顶流@疯狂小杨哥 终于有了复出的迹象 2025年9月15日，三只羊旗下主播嘴哥、乔妹和老K统一穿着白色T恤，在自己的账号开启带货直播。三位主播的直播时长都不足一小时，嘴哥的人气最 高，直播间同时在线人数最高达到10万+，他还提醒网友"按需购买，理性消费"，与一年前嘶吼式吆喝的风格形成鲜明对比。 9月23日上午，三只羊网络在官方公众号发布了题为《如果，丰收有颜色》的推文，讲述了三只羊助力乡村振兴的成绩——截至2024年，公司累计销售农 副产品超4829万单、金额超27亿元、涉及全国20多个省、直辖市。值得注意的是，配图为4张双人宣传海报，主角正是大杨哥和小杨哥兄弟。种种迹象看 来，复出似乎是板上钉钉。 图源：三只羊网络 去年9月，三只羊网络创始人疯狂小杨哥因带货香港美诚月饼深陷争议——以香港品牌自居的香港美诚月饼，实际产地却并非香港，而是广州和佛山，且 在香港没有门店。此后，三只羊发布声明称将全面开展公司内部整顿。目前，三只羊旗下主播已停播一年。 直到今年3月23日，合肥市联合调查组发布公告称，经三只羊公司申请，市联合调查组组织相关主管部门和律师、消费者代表等进行综合评估，认为三只 羊公司 ...

Core Viewpoint - The company "San Zhi Yang" has resumed its live streaming activities after nearly a year of silence, with a focus on engaging with the audience rather than heavy sales pitches [1][4]. Group 1: Resumption of Live Streaming - On September 15, "San Zhi Yang" officially resumed live streaming, with hosts "Zui Ge," "Qiao Mei," and "Lao K" leading the broadcasts in a low-key manner [1]. - The live streams attracted significant viewership, with "Zui Ge" reaching over 100,000 online viewers shortly after starting [1]. - The hosts indicated that the primary goal of the live streams was to reconnect with the audience rather than to focus on selling products [1]. Group 2: Background and Developments - The launch of the "Xiao Yang Zhen Xuan" app in April 2023 marked a shift towards a membership model, offering exclusive benefits for a fee of 99 yuan per year [4][6]. - The app's introduction is seen as a signal of the company's return to the market, despite the previous suspension of its live streaming accounts [6][7]. - Following a significant penalty of 68.95 million yuan for misleading marketing practices, the company has been actively working on compliance and rectification measures [8][9]. Group 3: Compliance and Rectification Efforts - The company has established a comprehensive rectification task force to address various operational aspects, including product selection, quality control, and customer service [9]. - The company has committed to compensating affected consumers, with a total of 27.78 million yuan already paid out in refunds related to previous product issues [8][9].

Core Viewpoint - The company "San Zhi Yang" has resumed its live streaming activities after a year of silence, indicating a potential recovery and strategic shift in its business model, particularly with the launch of its membership-based app "Xiao Yang Zhen Xuan" [1][3][5]. Group 1: Resumption of Live Streaming - On September 15, 2023, "San Zhi Yang" resumed live streaming with its hosts using a matrix format, achieving over 100,000 viewers in the first few minutes [1]. - The hosts indicated that the primary purpose of the live stream was to reconnect with the audience rather than focus on sales [1]. Group 2: Launch of Membership App - In April 2023, "San Zhi Yang" launched the "Xiao Yang Zhen Xuan" app, which operates on a membership model costing 99 yuan per year, offering exclusive discounts and services [2][5]. - The company clarified that the app's launch does not signify a withdrawal from live streaming but aims to enhance product quality and diversify shopping options for consumers [5]. Group 3: Regulatory Issues and Penalties - "San Zhi Yang" faced significant penalties totaling 68.9495 million yuan due to issues related to its live streaming sales, including misleading product origins [6][7]. - The company has been actively working on rectifying these issues, establishing a comprehensive reform team to address various operational aspects [7].

（原标题："三只羊"复播，大小杨哥缺席，客服回应） 据大河报报道，三只羊客服回应大小杨哥复播进展称：暂未接到通知。 21财经·南财快讯记者发现，9月15日晚9点，沉寂近一年的三只羊网络正式复播。 与以往不同，创始人大小杨哥并未现身，而是由旗下主播嘴哥、乔妹、老K等主播在各自账号以"矩 阵"形式低调开播。开播5分钟，主播嘴哥、乔妹直播间在线人数分别达到约8700和7300人。其中，嘴哥 直播间人气火爆，在线人数超10万。 主播乔妹坦言，此次开播主要是"和大家聊聊天、找找感觉"，并重新自我介绍，明确表示带货内容不 多。 晚上10点前后，三人又分别下播。 随后，三只羊公司发布关于停业整改情况的通报。 三只羊公司表示，公司立即成立了以董事会成员为总负责的整改工作组，包括招商、选品、品控、核 价、督查、售后服务、退赔等7个专项小组，全方位进行排查、整改。 （声明：文章内容仅供参考，不构成投资建议。投资者据此操作，风险自担。） 2024年，"三只羊"网红主播"疯狂小杨哥"直播带货"香港美诚月饼"，被曝月饼并非在香港生产销售，而 是产于广州和佛山，引发热议。 当年9月19日，合肥市市场监督管理局发布情况通报称已与商务局、公 ...

Core Insights - The competition between top Douyin streamers Dong Yuhui and Crazy Xiao Yang has reached a turning point, with Dong Yuhui emerging as the leading figure in 2024, while Crazy Xiao Yang faces significant setbacks due to controversies surrounding false advertising [1][4][25]. Group 1: Sales Performance and Market Position - Dong Yuhui achieved a single-day sales record of 176 million yuan during the 618 shopping festival, while Crazy Xiao Yang has not returned to the live streaming scene for over nine months due to regulatory issues [1][3]. - Crazy Xiao Yang's company, San Zhi Yang, reported a GMV of 16 billion yuan in 2023, with a 97% year-on-year growth in the first five months of 2024 [19][27]. - Dong Yuhui's GMV reached 10.2 billion yuan in 2024, reflecting a rapid ascent in his career as a live streamer [24]. Group 2: Regulatory Challenges and Impact - The Hefei High-tech Zone Market Supervision Administration initiated an investigation into San Zhi Yang for false advertising, leading to the suspension of its accounts on Douyin [3][27]. - Crazy Xiao Yang's absence from the Douyin e-commerce author summit, where Dong Yuhui received the annual excellence award, marked a significant shift in their competitive landscape [25][27]. Group 3: Personal Background and Growth Trajectories - Dong Yuhui, educated at Xi'an International Studies University, transitioned from education to live streaming, focusing on cultural value, while Crazy Xiao Yang, a grassroots figure, gained fame through comedic content [5][8]. - The two streamers have cultivated distinct audiences, with Crazy Xiao Yang appealing to younger, lower-tier markets, while Dong Yuhui targets middle-class consumers [16][24]. Group 4: Business Strategies and Philosophies - Dong Yuhui emphasizes a philosophy of rational consumption and cultural contribution, often avoiding a focus on GMV, while Crazy Xiao Yang continues to operate under a more traditional, aggressive sales approach [23][24]. - Dong Yuhui has expanded his business into multiple sectors, including cultural tourism and publishing, establishing four new companies and obtaining MCN qualifications [27][28].

Core Viewpoint - The crisis faced by the company "Three Sheep" reflects the broader transformation challenges within the live-streaming e-commerce industry, exacerbated by the "Meicheng Mooncake" false advertising incident, leading to significant management changes and operational adjustments [2][14]. Company Developments - The production company behind the "Meicheng Mooncake" incident, Foshan Meicheng Food Co., Ltd., was quietly dissolved on May 15, 2025, while its brand operator, Guangzhou Meicheng Food Technology Co., Ltd., remains active [5]. - Multiple subsidiaries of Three Sheep, including Shenyang Three Sheep Network Operation Co., Ltd. and Hefei Three Wolves E-commerce Co., Ltd., have recently announced simplified dissolution, and two wholly-owned subsidiaries have changed their legal representatives and management [5][6]. - The founder, "Crazy Little Yang," is associated with over 40 companies across various sectors, including supply chain, education, agriculture, and tourism [5]. Market Context - The live-streaming e-commerce industry in China is projected to reach a market size of approximately 5.8 trillion yuan in 2024, with expectations to exceed 5.3 trillion yuan in 2025, indicating a competitive multi-platform landscape [2][14]. Product and Platform Challenges - In an attempt to recover, Three Sheep launched the "Little Yang's Selection" app in April 2025, focusing on exclusive discounts and IP content, but it has struggled to gain traction, with the highest-selling product being a 9.9 yuan garbage bag [6][8][12]. - The app's content includes live broadcasts and short videos featuring original content under the "Crazy Little Yang" brand, but it has been criticized for lacking variety and depth, limiting its growth potential [6][11]. Financial and Operational Struggles - The company faces significant financial pressure, having incurred nearly 100 million yuan in penalties due to the "Meicheng incident," which has halted its planned 500 million yuan expansion into Southeast Asia [12]. - The number of signed accounts has drastically decreased from 2,400 to 800, with over 1,600 hosts terminating contracts or operating independently during the company's downtime [12][14]. Future Prospects - Analysts suggest that the company's ability to rebound depends on its capacity to produce quality products and leverage its existing brand and fan base, despite the challenges posed by the competitive landscape [15].

这是新消费智库第 2 6 1 9 期文章 2. 水獭吨吨官宣上新春季限定冻干龙井茶 近日，水獭吨吨官宣上新春季限定冻干龙井茶，新品选用杭州龙井茶，采用鲜萃冻干 5.0 技术，低温冻住茶色香味， 0 糖 0 脂 0 卡，最大 程度保留茶叶原本味道，支持热泡冷泡。 （ TOPBRAND ） 3. 空刻冲泡意面口味上新 近日，空刻官宣其冲泡意面系列上新四种新口味。 上新的口味分别是：经典番茄肉酱、黑椒菌菇鸡肉、辣火鸡风味和金枪鱼柠香风味，该款 冲泡意面采用了 2 分钟免煮新技术，冲泡即可食用。 （ FBIF 食品饮料创新） 新消费导读 1.水獭吨吨官宣上新春季限定冻干龙井茶 2.空刻冲泡意面口味上新 3.达美乐中国今年Q1新开门店97家 4.三只羊上线小杨臻选APP 5.雀巢咖啡即饮系列官宣代言人虞书欣 6.凯乐石FUGA新门店或将落户上海新天地 7.王老吉将进入马来西亚市场 8.美国烧酒品牌Hello Soju完成680万美元融资 9.椰子水品牌if拟赴香港上市 10.杭州团家完成3000万元A轮融资 11.LYS美妆完成A轮融资 12.资生堂集团推出首个高端医美品牌 13.橘朵推出首个高性能彩妆副牌 . . . ...

Core Viewpoint - The discussion around the "read receipt" and "visitor record" features on WeChat has sparked significant debate among users, with many expressing concerns about the potential social pressure these features could create [1][3]. Group 1 - Tencent's customer service confirmed that WeChat currently does not have a read receipt feature, and the topic has gained traction on social media, leading to widespread discussion [3]. - Tencent's public relations director, Zhang Jun, stated that the "read" feature would increase psychological burdens and social pressure on users, which is why WeChat has consistently chosen not to implement it and will continue to do so in the future [3][4]. - This is not a new topic; similar discussions occurred in July 2023, and the issue was also addressed during a WeChat public class in 2018, reinforcing the team's belief that the "read" feature does not align with WeChat's product philosophy [4].