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 recent revival of the "Three Sheep" live streaming hosts has shown mixed results, with significant audience engagement but limited sales performance, reflecting broader challenges in the live commerce industry. Group 1: Revival of "Three Sheep" Hosts - Multiple hosts from "Three Sheep," including Jiao Mei, Lao K, and Zui Ge, resumed live streaming on the evening of the 15th [1] - Zui Ge's live stream attracted over 100,000 viewers, indicating strong interest [2] - The live stream received 2.078 million likes, showcasing high engagement [3] Group 2: Sales Performance - The three hosts sold products from "Xiao Yang Zhen Xuan," the self-operated store of "Three Sheep," but only streamed for one hour [5][6] - Sales figures were modest, with Lao K selling between 1,000 to 2,500 items, generating sales of 25,000 to 50,000 yuan [8] - Jiao Mei's sales ranged from 7,500 to 10,000 items, with revenue between 100,000 to 250,000 yuan [9] - Zui Ge peaked at 109,000 viewers, selling 10,000 to 25,000 items, resulting in sales of 250,000 to 500,000 yuan [10] Group 3: Industry Context and Challenges - The "Three Sheep" incident, involving a failed product launch, led to a suspension of their accounts on Douyin [10] - The live commerce industry has faced a downturn, with major hosts transitioning away from the platform and companies like Dongfang Zhenxuan and Jiaoge Friends reporting profit declines [17][26] - The reliance on top hosts is being questioned, as the industry shifts towards a model driven by product reputation rather than celebrity endorsement [24][25] Group 4: Future Directions - The industry may see a shift towards mid-tier hosts with strong reputations, as the era of top-tier hosts fades [24] - Companies are exploring international markets as a potential avenue for growth, although this may only provide temporary relief [28][30] - The transition from influencer-driven models to reputation-driven approaches is expected to continue, impacting the overall landscape of live commerce [26][30]

Group 1 - The company "Three Goats Network" resumed its live streaming on September 15 after nearly a year of silence, with different hosts instead of the founder appearing [1] - During the first five minutes of the broadcast, hosts "Zui Ge" and "Qiao Mei" attracted approximately 8,700 and 7,300 viewers respectively [1] - The hosts indicated that the purpose of the broadcast was mainly to interact with the audience rather than to focus on sales [1] Group 2 - In 2024, the company faced controversy over the sale of "Hong Kong Mei Cheng Mooncakes," which were found to be produced in Guangzhou and Foshan, not Hong Kong, leading to public outcry [7] - On September 19, the Hefei Market Supervision Administration announced the formation of a joint investigation team with other departments to address the issue [7] - The investigation concluded with a fine of 68.9491 million yuan and a suspension of operations for rectification [7] Group 3 - By March 23, 2025, the Hefei joint investigation team reported that the company had paid the fine in full and compensated 27.7785 million yuan for the involved products [9] - The company's rectification measures were deemed satisfactory, allowing it to meet the conditions for resuming operations [9]

Group 1 - The market regulatory authority is intensifying the governance of irregularities in live e-commerce, focusing on significant cases such as "Three Sheep" and "Northeast Rain Sister" [1][2] - "Three Sheep" company has been fined over 68.94 million yuan for involvement in multiple incidents, including the "Hong Kong Meicheng Mooncake" controversy and the original cut meat scandal [1][2] - "Northeast Rain Sister" faced penalties for promoting sweet potato vermicelli with misleading ingredient claims, leading to a proposed fine of 1.65 million yuan and a suspension of operations [2] Group 2 - The regulatory authority is conducting ongoing special actions to monitor and address violations in the online market, particularly in the live e-commerce sector [1] - The "Hong Kong Meicheng Mooncake" incident sparked significant public backlash due to claims that the product was unavailable in Hong Kong, resulting in misleading commercial promotion [1] - The regulatory body has mandated "Three Sheep" to cease operations temporarily and rectify its practices following a comprehensive evaluation of its compliance with regulatory standards [2]

Core Viewpoint - The company Foshan Meicheng Food Co., Ltd. has been deregistered as of May 15, 2024, following controversies surrounding its products, particularly the "Hong Kong Meicheng Mooncake" [1]. Company Overview - Foshan Meicheng Food Co., Ltd. was established in 2023, located in Foshan, Guangdong Province, with a registered capital of 1 million RMB and paid-in capital of 400,000 RMB [1]. - The company was co-owned by Zhang Shaodeng and Yu Yongqi, with Yu Yongqi serving as the legal representative [1]. Controversy and Regulatory Actions - The "Hong Kong Meicheng Mooncake" faced scrutiny due to its production location not being in Hong Kong, leading to investigations by multiple market regulatory authorities [2][3]. - The Guangzhou Huadu District Market Supervision Administration confirmed that the "Hong Kong Meicheng" brand is registered in Hong Kong and authorized Guangzhou Meicheng Food Co., Ltd. to use the trademark [3]. - The products were produced under contracts with both Hong Kong Meicheng Food Group and Guangzhou Meicheng Food Co., Ltd., which have not been found to violate any laws as of the latest reports [4]. Financial Implications - Following the controversies, the company "San Zhi Yang" was fined 68.9495 million RMB for false commercial advertising related to the "Hong Kong Meicheng Mooncake" and other products, with total compensation reaching 27.7785 million RMB [4]. - The company has since rectified its operations and is deemed eligible to resume business [4]. Related Entities - Guangzhou Meicheng Food Co., Ltd. and Guangzhou Meicheng Food Technology Co., Ltd. remain operational and are involved in the production and marketing of the mooncake products [2][3]. - The "Xiao Yang Zhen Xuan" video account, associated with Hefei San Wu Cheng Qun E-commerce Co., Ltd., is fully owned by Hefei San Zhi Yang Network Technology Co., Ltd. [5].

Group 1 - The company Meicheng Food Co., Ltd. has announced its dissolution, with the cancellation date set for May 15, 2025, and it was one of the producers of the controversial "Hong Kong Meicheng Mooncake" [1] - Meicheng Food Co., Ltd. was established in February 2023 with a registered capital of 1 million RMB and was involved in food production and sales [1] - The company faced a fine of 55,000 RMB in 2024 for producing prohibited food items [1] Group 2 - The "Three Sheep" live-streaming company promoted "Hong Kong Meicheng Mooncake" as a high-end brand with nearly 20 years of history, which was deemed misleading advertising [3] - The live-streaming company was ordered to suspend operations for rectification and faced legal responsibilities due to misleading promotions [3] - As of March 2025, the "Three Sheep" company had paid a total of 68.9495 million RMB in fines and compensation related to the "Hong Kong Meicheng Mooncake" and other products [3]

Core Viewpoint - The article discusses the recent deregistration of Foshan Meicheng Food Co., Ltd., which was involved in controversies related to the "Hong Kong Meicheng Mooncake" product, highlighting issues of brand ownership and regulatory actions against misleading advertising practices [1][2]. Group 1: Company Status and Changes - Foshan Meicheng Food Co., Ltd. has changed its registration status from active to deregistered as of May 19, 2023 [1]. - The company was established in February 2023 with a registered capital of 1 million RMB, focusing on food production and sales [1]. Group 2: Brand and Product Controversies - The "Hong Kong Meicheng Mooncake" faced backlash last year due to its production not being based in Hong Kong, leading to public disputes [1]. - Guangzhou Meicheng Food Co., Ltd., the brand operator, is still active and was established in 2019, under the Hong Kong Meicheng Food Group [1]. Group 3: Regulatory Actions - In September 2022, the Hefei Market Supervision Administration reported that the "Hong Kong Meicheng Mooncake" and "Australian Grain-fed Beef Rolls" were involved in false advertising, resulting in a suspension of operations for the company "San Zhi Yang" [2]. - The company was fined 68.95 million RMB and compensated 27.78 million RMB for the involved products [2].

Core Viewpoint - The article discusses the recent public appearance of "Crazy Little Yang" (real name Zhang Qingyang) after a significant hiatus due to a scandal, highlighting the impact on his follower count and the status of his associated companies [1][6][8]. Group 1: Public Appearance and Impact - "Crazy Little Yang" made his first public appearance on May 3, 2025, after being off-air since September 2024 due to the "Hong Kong Meicheng Mooncake False Advertising Incident" [1][6]. - Following the incident, it is reported that "Crazy Little Yang" has lost over 13 million followers, with a recent drop of 921,000 followers in the last 30 days [6][8]. Group 2: Company Status and Financial Penalties - The Anhui provincial investigation team reported that "San Zhi Yang" (the company behind "Crazy Little Yang") paid a total of 68.9495 million yuan in fines and compensation related to the scandal [7]. - The company has compensated 277,785 yuan for affected products and is adhering to a refund policy [7]. Group 3: Company Closures - Several companies under "San Zhi Yang" have recently announced simplified cancellation notices, indicating potential downsizing or restructuring [8][12]. - Specifically, "Shenyang San Zhi Yang Network Operation Co., Ltd." has initiated a cancellation process, with the announcement period from April 16 to May 5, 2025 [9][10].

Group 1 - The core viewpoint of the articles highlights the challenges and controversies surrounding the live-streaming e-commerce industry, particularly focusing on the case of "Three Sheep" and its recent rectification efforts after being involved in scandals related to false advertising and counterfeit products [1][2][3] - "Three Sheep" has been under scrutiny for selling products like "Hong Kong Meicheng Mooncakes" and "Australian Grain-fed Beef Rolls," which raised public concerns about product safety and quality in the live-streaming sector [1][2] - The live-streaming e-commerce industry is at a critical juncture, transitioning from a phase of rapid, unregulated growth to one that requires more stringent oversight and accountability from platforms, merchants, and streamers [2][3] Group 2 - Despite the controversies, top streamers still maintain significant control over traffic, making it difficult for new entrants to replicate their success [3] - The industry faces a pressing need for effective regulation that balances the interests of platforms, merchants, and streamers while ensuring consumer protection [3] - The return of "Three Sheep" signifies a shift in the live-streaming landscape, where the era of unchallenged influence by major streamers is coming to an end, and consumer behavior is becoming more rational [3]

Core Viewpoint - The article discusses the potential return of a prominent live-streaming influencer, Xiao Yang Ge, after a significant hiatus due to controversies, highlighting the evolving landscape of the live-streaming e-commerce industry and the challenges of rebuilding trust with consumers [3][11][40]. Group 1: Industry Changes - The live-streaming e-commerce industry is transitioning from chaotic growth to more regulated operations, marked by increased scrutiny and compliance measures following controversies involving top influencers [18][41]. - The market is witnessing a shift towards "de-headification," with smaller and mid-tier influencers gaining prominence as trust in top-tier influencers declines [25][24]. - Data from Douyin shows that store broadcasts now account for over 30% of GMV, while top influencers contribute only 9%, indicating a significant change in the industry's dynamics [25]. Group 2: Xiao Yang Ge's Impact - Xiao Yang Ge, once a leading figure in live-streaming sales, achieved remarkable sales figures, including 1.5 billion yuan in one hour during a live session and over 10 billion yuan in total sales in 2022 [14][39]. - His recent controversies, particularly related to product quality, have led to a loss of over 12 million followers and raised questions about his ability to regain consumer trust upon his return [3][26]. - The article emphasizes that Xiao Yang Ge's comeback will be closely monitored, and any failure to address past issues could lead to further decline in his career and the industry [40][47]. Group 3: Trust and Quality Concerns - The decline in consumer trust towards live-streaming influencers is a critical issue, as past successes were largely built on the credibility of their personas [26][40]. - The article suggests that rebuilding this trust will be a challenging "second startup" for Xiao Yang Ge, as consumers and the industry will scrutinize his actions closely [40][47]. - The need for improved product quality and accountability in the live-streaming sector is underscored, with a call for deeper engagement in supply chain management and quality control [44][48].