Core Viewpoint - The article emphasizes the need for collaboration between live streaming platforms and regulatory authorities to combat the rampant issue of "fake foreign brands" in e-commerce, which misleads consumers and undermines local brands [1][2]. Group 1: Issues with "Fake Foreign Brands" - The phenomenon of "fake foreign brands" is prevalent in various sectors, including beauty, health products, and food, where low-cost domestic products are marketed as high-end imports, misleading consumers [1][2]. - These brands exploit consumer perceptions that "imported equals high quality," leading to commercial fraud and the sale of substandard products at inflated prices [1][2]. - The presence of "fake foreign brands" not only misleads consumers but also infringes on their rights to informed choices, potentially impacting their health and economic interests [2]. Group 2: Impact on Local Brands - "Fake foreign brands" occupy market space that should belong to legitimate local brands, thereby harming their competitiveness and innovation [2]. - The success of these deceptive brands diminishes the incentive for local companies to improve product quality and brand recognition, ultimately affecting the industry's sustainable development [2]. Group 3: Recommendations for Consumers and Platforms - Consumers are urged to be vigilant and discerning when shopping, avoiding impulsive purchases influenced by live stream presentations, and to verify product origins and ingredients [3]. - Live streaming platforms are called to enhance their responsibility by improving entry management systems and verifying brand backgrounds to prevent the spread of misinformation [2].