Core Viewpoint - The incident involving influencer @大LOGO highlights the ongoing challenges and risks in the live-streaming e-commerce sector, particularly regarding false advertising and consumer trust [1][11]. Group 1: Incident Overview - On April 23, @大LOGO promoted "武夷山马头岩肉桂茶" in a video and subsequent live stream, claiming it was a high-quality product worth over 10,000 yuan per pound, leading to accusations of false advertising after consumers purchased it for 298 yuan [1][11]. - The local market supervision authority initiated an investigation into the claims made by the influencer, confirming potential false advertising by the involved company [1][11]. Group 2: Performance Metrics - @大LOGO conducted three tea live streams on April 24 and 25, attracting approximately 454,000 viewers per session and generating total sales between 7.5 million to 10 million yuan, with the best-selling product achieving sales of 25,000 to 50,000 units [3][11]. - Despite the controversy, @大LOGO's account has over 23 million followers, primarily male aged 31-40, although it has faced a decline in followers since 2025, losing over 70,000 in the last 30 days [9][11]. Group 3: Evolution of Content Strategy - Initially focused on high-priced food experiences, @大LOGO shifted to a more affordable content strategy following criticism for promoting luxury lifestyles, leading to a focus on live-streaming e-commerce and collaborations [7][8]. - The influencer's content has evolved from extravagant food explorations to promoting everyday snacks and beverages, reflecting a broader trend in the industry towards more relatable and accessible content [8][11]. Group 4: Industry Context - The incident with @大LOGO is part of a larger trend in the live-streaming e-commerce space, where influencers face scrutiny over product claims and consumer protection laws, which allow for significant penalties for false advertising [11]. - The food exploration segment on platforms like Douyin (TikTok) has seen a mix of traditional and new players, with professional chefs entering the space, indicating a shift towards more credible content and diverse monetization strategies [12][14].