本报（chinatimes.net.cn）记者胡梦然 见习记者 黄海婷 深圳摄影报道 近日，因存在虚假宣传违法行为，去年深陷舆论风波的"美诚月饼"品牌运营方——广州市美诚食品有限 公司收到广州市花都区市场监督管理局开出的行政处罚单。该公司因在2024年中秋节前直播销售中，对 公司经营时间、规模、知名度等作引人误解的商业宣传，被合计罚没约50.46万元。 这一罚单的落地，距离其委托方"三只羊公司"因同一事件被合肥官方拟罚近6900万元已有数月之久。随 着品牌方处罚的尘埃落定，这起搅动2024年中秋礼品市场、引发全网对直播带货信任危机的标志性事 件，正式进入行政处罚的收尾阶段。 然而，罚单背后的商业逻辑远未终结。《华夏时报》记者深入调查发现，以美诚为代表的"香港商标 +内地生产+网红带货"模式，在食品乃至快消品领域早已是公开的"秘密"。这种利用信息差进行"区域套 利"的轻资产运营模式，如何在直播电商的流量裹挟下，编织起"全网最低价"的谎言，收割消费者的信 任溢价？《华夏时报》记者通过多方采访，为您揭开这条灰色产业链的面纱。 "伪进口"模式的低成本包装术 2月25日，《华夏时报》记者拨打广州市美诚食品有限公司的公开 ...

企查查APP显示，近日，因存在虚假宣传违法行为（虚假或引人误解的商业宣传），广州市美诚食品有限公司新增一项行政处罚，违法事实为当事人于 2024年中秋节前直播销售美诚月饼，在部分直播场次对该公司的经营时间、公司规模、知名度等方面的宣传与实际情况不符。广州市花都区市场监督管 理局对该公司罚款50万元，没收金额4635.25元，合计罚没约50.46万元。 （企查查） | | | 广州市美诚食品有限公司 1 个 /中小 | 8 音一下 | 十六月 ▼ | | --- | --- | --- | --- | --- | | 其本信息 | 行政处罚详情 | © ↑ 晉 晉 | | | | 行政处罚 1 | 穂花市监处罚〔2026〕203号 | | | | | 动产抵押 0 | 行政处罚相对人 广州市美诚食品有限公司 | | 处罚单位 | 广州市花都区市场监督管理局 | | 行政处罚 | 处罚舍额(元) 500.000.00 | | 没收金额(元) | 4.635.25 | | 行政处罚 1 | 处罚目期 2026-02-14 | | 发布日期 | | | | 违法事实 际情况不符。 | 当事人于2024年中秋节前在抖音 ...

Core Viewpoint - The company "Three Sheep" has resumed live streaming with its hosts after a period of suspension due to regulatory issues related to false advertising of a mooncake brand. The hosts are now promoting self-owned products from their new app "Xiao Yang Selection" [1][8][11]. Group 1: Resumption of Live Streaming - On September 15, several hosts from "Three Sheep" resumed live streaming, primarily to engage with their audience rather than focus on sales [1]. - The live stream by host "Zui Ge" attracted over 2.47 million viewers, generating sales between 250,000 to 500,000 yuan [3]. Group 2: Regulatory Background - Last year, "Three Sheep" faced backlash for promoting a mooncake brand falsely claimed to be from Hong Kong, leading to a joint investigation by local authorities [5][7]. - The company was fined 68.95 million yuan and compensated consumers 27.78 million yuan, after which it was deemed eligible to resume operations [7]. Group 3: New Business Model - Following the regulatory issues, "Three Sheep" launched its self-operated app "Xiao Yang Selection," which requires a 99 yuan annual membership fee and offers various product categories [8][11]. - The company aims to ensure product quality and expand shopping options while continuing to engage in live streaming on platforms like Douyin [11]. Group 4: Industry Context - The live commerce industry is facing increased scrutiny, with a reported 402,000 complaints in 2024, marking a 19% increase from the previous year [13]. - The regulatory environment is shifting from individual penalties to broader industry warnings, emphasizing the need for quality and integrity among hosts and companies [13].

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].

Group 1: Luxury Retail Expansion - Wangfu Central has expanded its high-end brand matrix by introducing the first Chinese flagship store of British jewelry brand GRAFF and LE LABO's fragrance laboratory in Beijing [1] - The dining sector has welcomed 17 new national or Beijing first stores, including certified Thai restaurant "CHINCHIN" and a Cantonese social dining space "DING+DIMBAR" [1] - Wangfu Central has launched cultural events such as intangible cultural heritage art exhibitions and coffee tastings, and upgraded its tax refund services for international travelers [1] Group 2: Gold Price Fluctuations - International gold prices have seen a significant decline from approximately $3430 per ounce to around $3240 per ounce, with a notable drop of $72 per ounce on May 14 [2] - Domestic gold prices have also decreased, with the price of gold from Chow Tai Fook falling to 986 yuan per gram, down 36 yuan from a week prior [2] - Shenzhen's water bay gold price dropped from 792 yuan per gram to 756 yuan per gram, reflecting a decline of over 4% due to international price changes [2] Group 3: Pricing Changes at Nai Xue - Nai Xue has increased prices for breakfast sets, requiring customers to pay for a membership card to access the original price of 9.9 yuan, with non-members facing a starting price of 15.9 yuan [3] - Several classic baked goods have been removed from the breakfast set, with new additions requiring an extra charge of 6 yuan [3] - The brand has recently changed its logo, removing "of tea" and introducing a new design that resembles both a snowflake and a fruit [3] Group 4: Necessary Mall Suspension - Necessary Mall has announced a temporary suspension of operations due to severe difficulties, with the app and mini-program still accessible but product links showing as "out of stock" [4][6] - Founded in July 2015, Necessary Mall was one of the early adopters of the C2M business model in China, initiated by CEO Bi Sheng [6] Group 5: Meituan's New Features - Meituan has upgraded its "Mingchu Plan" by introducing a "Dine-in Store" label to enhance transparency for restaurant merchants [8] - The label will be prominently displayed on the platform, helping merchants with physical stores gain more exposure [8] - Meituan has increased subsidies for small and medium-sized restaurants, with a total subsidy amounting to 50 million yuan for hardware and installation costs [8] Group 6: Dingdong Maicai's Financial Performance - Dingdong Maicai reported a revenue of 5.48 billion yuan for Q1 2025, marking a year-on-year growth of 9.1% and maintaining positive growth for five consecutive quarters [9] - The GMV reached 5.96 billion yuan, with a year-on-year increase of 7.9% [9] - Dingdong Maicai has achieved profitability under Non-GAAP standards for ten consecutive quarters and under GAAP standards for five consecutive quarters [9] Group 7: Cancellation of Meicheng Food Company - Meicheng Food Company has been deregistered, transitioning from active status to cancellation [11] - The company was involved in controversy over the authenticity of its mooncakes, leading to regulatory scrutiny and operational suspension [11]

Core Viewpoint - The news highlights the controversy surrounding the "Hong Kong Meicheng Mooncake" brand, particularly its misleading marketing claims and the subsequent regulatory actions taken against the involved parties [1][3]. Company Status - Foshan Meicheng Food Co., Ltd. was established in 2023 and has been deregistered as of May 15, 2023, with a registered capital of 1 million yuan [1]. - Guangzhou Meicheng Food Co., Ltd., the brand operator, remains active and was founded in 2019, with a major shareholder holding 85% [1]. Marketing Controversy - The mooncake was promoted as a high-end product from Hong Kong, leading to accusations of false advertising, as the product was actually produced in mainland China [3]. - Legal experts indicated that the promotional claims made by the livestream host could constitute false advertising under Chinese law, as they misrepresented the product's origin [3]. Regulatory Actions - The Hefei Market Supervision Bureau issued a notice stating that the promotion of the mooncake constituted false advertising, leading to a suspension of operations for the involved company [3]. - In March of the following year, the company paid a fine of approximately 68.95 million yuan and was allowed to resume operations after meeting regulatory requirements [4]. Business Developments - Despite the controversies, the company launched a self-operated shopping app called "Xiaoyang Zhenxuan" in April, which requires an annual membership fee of 99 yuan [4]. - The app has struggled to attract viewers, with reports indicating a significant drop in the host's follower count and low engagement levels [4]. Product Offerings - Following the scandal, the "high-end Hong Kong mooncake" was removed from sale, but the brand has introduced a new product line featuring rice dumpling gift boxes, which have seen poor sales [4].

Core Viewpoint - The "Three Sheep" incident has seen new developments after over 180 days of suspension, with the company completing its rectification and being deemed fit to resume operations by the Hefei Market Supervision Administration [1]. Group 1: Company Rectification and Financials - Hefei Sanzi Yang Network Technology Co., Ltd. has paid a total of 68.9495 million yuan in fines as of October 11, 2024, and has compensated 27.7785 million yuan for involved products, adhering to a principle of full compensation [2]. - The penalty amount represents only 2.1% of the company's annual revenue, which reached 3.2 billion yuan in 2023, indicating that the financial impact of the penalties is relatively minor compared to the company's overall income [6]. Group 2: Consumer Trust and Market Response - Following the rectification, the company has struggled to regain consumer trust, as evidenced by a significant drop in followers for its key influencer, "Xiao Yang Ge," who lost over 12 million followers in six months, bringing his total to 107.7 million [3]. - Attempts to resume live streaming by the company's influencers have resulted in low viewer engagement, with "Zui Ge" attracting less than one-tenth of his peak audience, and "Xiao Yang Ge" facing interruptions due to collective reporting from viewers [6]. - The future of "Three Sheep" in the market remains uncertain, as the company must work to rebuild consumer confidence after the incident [5][6].