"双11"前夕，抖音前顶流@疯狂小杨哥 终于有了复出的迹象 2025年9月15日，三只羊旗下主播嘴哥、乔妹和老K统一穿着白色T恤，在自己的账号开启带货直播。三位主播的直播时长都不足一小时，嘴哥的人气最 高，直播间同时在线人数最高达到10万+，他还提醒网友"按需购买，理性消费"，与一年前嘶吼式吆喝的风格形成鲜明对比。 9月23日上午，三只羊网络在官方公众号发布了题为《如果，丰收有颜色》的推文，讲述了三只羊助力乡村振兴的成绩——截至2024年，公司累计销售农 副产品超4829万单、金额超27亿元、涉及全国20多个省、直辖市。值得注意的是，配图为4张双人宣传海报，主角正是大杨哥和小杨哥兄弟。种种迹象看 来，复出似乎是板上钉钉。 图源：三只羊网络 去年9月，三只羊网络创始人疯狂小杨哥因带货香港美诚月饼深陷争议——以香港品牌自居的香港美诚月饼，实际产地却并非香港，而是广州和佛山，且 在香港没有门店。此后，三只羊发布声明称将全面开展公司内部整顿。目前，三只羊旗下主播已停播一年。 直到今年3月23日，合肥市联合调查组发布公告称，经三只羊公司申请，市联合调查组组织相关主管部门和律师、消费者代表等进行综合评估，认为三只 羊公司 ...

2024年9月，小杨哥因"香港美诚月饼"虚假宣传事件停播，所属公司三只羊网络被罚款6894.95万元，并责令停业整顿，小杨哥账号也被封禁，粉丝量半年 内暴跌超1200万。 2025年3月23日，合肥市联合调查组通报显示，三只羊公司足额缴纳罚没款，累计赔付消费者，89项整改措施通过验收，具备恢复经营条件。 4月，三只羊推出自营APP"小杨甄选"，试图以自营品质重塑市场信任，但上线首日下载量不足1万，直播间最高在线人数仅248人，遭遇冷遇。 9月15日，三只羊旗下主播嘴哥、乔妹、老K等人在抖音低调复播，带货"小杨臻选"产品，嘴哥的直播间在线人数一度超10万，但大小杨哥并未现身。 10月9日消息，鞭牛士从可靠渠道独家获悉，疯狂小杨哥在停播一年后即将复播，重新开启直播带货。 9月23日，三只羊网络在官方账号发布文章，文中出现了大小杨哥的宣传海报，这被外界视为大小杨哥可能即将正式复出的信号。 最新的消息显示，小杨哥将在近期复出，目前其抖音主账号粉丝数显示为9999万+，已经超过一年没有再更新。 内容创新与互动体验优化：电商直播更加注重内容创新，引入剧情直播、场景直播、互动游戏等多种形式，同时优化互动体验，通过实时评论、 ...

15日晚，"三只羊"旗下乔妹、老K、嘴哥等多名主播复播。 其中，嘴哥直播间人气火爆，在线人数超10万。 此外，第三方数据显示该场直播点赞数达207.8w。 此外，三只羊客服对媒体回应大小杨哥复播进展：暂未接到通知。 复播当晚，嘴哥、乔妹和老K三人销售了"小杨臻选"的产品，小杨臻选是三只羊的自营商城。 不过，三人只直播了一小时便匆匆下线。 从带货效果来看，三位主播销售情况都并不算多。 蝉妈妈的数据显示，老K的K销量1000-2500件，销售额2.5万-5万元。 乔妹销量7500～1万件，销售额10万-25万元。 嘴哥人气峰值有10.9万，销量1万-2.5万件，销售额25万-50万。 2024年中秋，"三只羊"直播带货"香港美诚月饼""澳洲谷饲牛肉卷"翻车，随后"三只羊"旗下账号被 抖音停播。 2025年3月23日，有关部门发布公告，三只羊公司整改符合要求，具备恢复经营条件。 在此期间，外界对小杨哥何时复播的猜测不断，而三只羊方面一直保持低调。 今年7月1日上午，在公众视野消失超300天后，三只羊创始人小杨哥、大杨哥、卢文庆于在安徽怀 宁县公开露面。 三人共同出席了三只羊慈善基金会捐资2000万元建成的"三羊同心 ...

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].