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 return of the influencer "Crazy Xiao Yang" to live streaming after a year-long suspension due to a false advertising incident, indicating a potential recovery for the company and the industry [1][5]. Company Summary - "Crazy Xiao Yang" was suspended in September 2024 due to the "Hong Kong Meicheng Mooncake" false advertising incident, resulting in a fine of 68.9495 million yuan and a significant drop in followers by over 12 million within six months [1]. - The company, San Zhi Yang Network, has completed 89 corrective measures and is now eligible to resume operations as of March 2025 [1]. - In April 2025, the company launched its self-operated app "Xiao Yang Zhen Xuan," but it faced challenges with low initial downloads and online viewership [1]. - Recent updates suggest that "Crazy Xiao Yang" is set to officially return, with the main account showing over 99.99 million followers [1]. Industry Summary - The live streaming e-commerce industry has seen increased regulatory scrutiny, with new regulations targeting false advertising and raising penalties significantly [6]. - Compliance requirements have tightened, leading to a 78% reduction in the use of non-compliant language by top influencers compared to three years ago [6]. - Innovations in content and interactive experiences are being prioritized, with new formats like narrative and scene-based live streaming being introduced [6]. - There is a noticeable trend of brands opting for self-broadcasting to maintain control over their brand image and enhance consumer trust [6]. - The rise of instant retail services, such as next-day and hourly delivery, is becoming a new trend, allowing local businesses to leverage live streaming for expansion [7]. Influencer Dynamics - Influencer Li Jiaqi engaged in a charity event in September 2025, showcasing a commitment to social responsibility [9]. - Luo Yonghao criticized the prevalence of pre-prepared dishes in restaurants, sparking a legal dispute with a restaurant founder [9]. - Wei Ya is returning with a new focus on brand incubation and content production, adapting to compliance changes with significant viewership in her first month back [9]. - Dong Yuhui participated in educational outreach and achieved high viewership in a recent live event [9].

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 possibility of the return of "Xiao Yang Ge" is diminishing due to increased regulatory scrutiny and past violations [4][21][36] - "San Zhi Yang" and "Dong Bei Yu Jie" have faced significant penalties, including fines of nearly 70 million yuan for false advertising and 6.71 million yuan for selling counterfeit products [4][21] - Both "Xiao Yang Ge" and "Dong Bei Yu Jie" have seen a substantial loss in followers, with "Xiao Yang Ge" losing 20 million followers, dropping to 104 million, and "Dong Bei Yu Jie" falling from 24.5 million to 17.7 million [6][21] Group 2 - The live-streaming e-commerce industry is transitioning from rapid growth to a more mature phase, with a projected 2024 online retail sales of 15.5 trillion yuan, a 7.2% increase year-on-year [32] - The survival of influencers with past misconduct is becoming increasingly difficult, as the industry no longer tolerates past mistakes [33][36] - The case of "Xiao Yang Ge" and "Dong Bei Yu Jie" reflects a broader trend where major influencers face severe consequences for regulatory violations, making a comeback challenging [36][38]

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 article discusses the downfall of a prominent internet influencer, Xiao Yang Ge, who initially aimed to improve his family's financial situation but later engaged in unethical practices that led to his decline in popularity and credibility [1][3][42]. Group 1: Background and Initial Intentions - Xiao Yang Ge entered the internet space with the goal of changing his impoverished background [1] - As his follower count grew, his motivations shifted towards profit, leading to actions that harmed his fans [3] Group 2: Unethical Practices and Consequences - Despite knowing the products promoted in his livestreams lacked quality assurance, Xiao Yang Ge continued to endorse them, resulting in backlash [5] - His actions, along with those of his apprentice, led to a significant decline in their reputations and sales [11][39] Group 3: Competitive Landscape - During the 618 shopping festival, another influencer, Xin Ba, reported sales exceeding 40 billion, highlighting the stark contrast in their fortunes [9] - Xiao Yang Ge, once a leading figure in livestreaming, now struggles to regain his former status and is often unrecognizable to his audience [15][20] Group 4: Public Perception and Accountability - The public's reaction to Xiao Yang Ge's decline reflects a broader sentiment of betrayal, as many fans feel deceived by his past actions [19][41] - His attempts to re-enter the spotlight have been met with skepticism, as the audience remains unwilling to forgive his previous misconduct [41][42] Group 5: Ethical Standards in Influencer Marketing - The article emphasizes the importance of maintaining ethical standards in influencer marketing, as Xiao Yang Ge's failure to do so resulted in severe repercussions for his career [31][38] - The case serves as a cautionary tale for other influencers about the potential fallout from prioritizing profit over consumer trust [42]

Core Viewpoint - The competition between top Douyin streamers, Dong Yuhui and Crazy Xiao Yang, has reached a conclusion, with Dong Yuhui emerging as the leading figure in 2024, while Crazy Xiao Yang faces significant setbacks due to controversies and regulatory issues [4][36]. Group 1: Background and Development - Dong Yuhui achieved a single-day sales record of 176 million yuan during the 618 shopping festival, while Crazy Xiao Yang has been absent from the live streaming scene for nine months due to a scandal involving false advertising [4][6]. - The contrasting growth trajectories of the two streamers highlight their different backgrounds: Dong Yuhui, educated and from a teaching background, focuses on cultural value in his streams, while Crazy Xiao Yang, a grassroots figure, gained fame through comedic content [7][9]. - Both streamers initially rose to prominence on Douyin, with Crazy Xiao Yang becoming the first streamer to surpass 100 million followers on a single platform in November 2022 [10][11]. Group 2: Market Position and Audience - The audience demographics for the two streamers differ significantly: Crazy Xiao Yang appeals primarily to younger, lower-tier market consumers, while Dong Yuhui targets middle-class viewers [19]. - The user structure reflects a cultural divide, with Crazy Xiao Yang's audience comprising 75% from the younger generation and urban blue-collar workers, whereas Dong Yuhui's audience includes 60% from white-collar professionals and affluent mothers [19]. Group 3: Controversies and Challenges - Crazy Xiao Yang faced a major setback due to a scandal involving false advertising related to a mooncake product, leading to regulatory investigations and a suspension of his streaming activities [22][35]. - Despite the challenges, 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 [22]. Group 4: Strategic Approaches - Dong Yuhui emphasizes a philosophy of rational consumption and aims to contribute to cultural and agricultural initiatives, distancing himself from the typical influencer model [27][29]. - In contrast, Crazy Xiao Yang continues to operate under his established "crazy" persona, which has been both a strength and a liability as the industry moves towards more regulated practices [20][22]. Group 5: Future Prospects - Dong Yuhui has expanded his business ventures into various sectors, including cultural programs and tourism, and has established multiple companies to diversify his income streams [37]. - Crazy Xiao Yang's new app, "Xiao Yang Zhen Xuan," has struggled to gain traction despite his large follower base, indicating potential challenges in re-establishing his brand [39].

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 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].