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].

近日，有网友发布视频称，粉丝量超2千万的网红"大LOGO"带货的一款马头岩肉桂茶存在虚假宣传问 题。5月2日，南都记者从福建省武夷山市市场监督管理局获悉，经初步核查，相关茶叶公司涉嫌虚假宣 传，目前已经立案调查，后续调查结果将会向社会公布。 该网红账号仍在售卖其他品牌的马头岩肉桂茶。 5月2日，南都记者搜索发现，网友发布的质疑"大LOGO"带货茶叶存在虚假宣传的视频已无法查看。该 网友在最新发布的视频中称已将此前的视频隐藏，并称武夷山市相关部门已经与他取得联系并告知事件 最新进展。 5月1日，武夷山市市场监督管理局曾发布情况通报称，4月27日，武夷山市市场监管局收到网友反映某 网络大V于4月23日16时发布标题为"武夷山核心产区高货！！！正岩纯料马头岩肉桂！！！兄弟们这波 稳稳拿下！！！送人自饮想喝点好的千万别错过！！！"的带货视频存在虚假宣传问题，立即组织人员 进行调查。 5月2日下午，武夷山市市场监督管理局回应南都记者采访称，目前此事仍在调查中，具体案件细节不便 透露，后续调查结果将会向社会公布。 2日下午，武夷山市马枕峰茶业有限公司相关工作人员告诉南都记者，目前他们正在配合市监部门调 查。但该工作人员又 ...