Financial News Agency | New Consumer Daily reported on September 11 (Researcher Liang Youyun), the Mid-Autumn Festival is approaching, but top anchors have repeatedly "overturned" in promotions. On the morning of September 11, Make a Friend posted a message in the live broadcast

Financial News Agency | New Consumer Daily reported on September 11 (Researcher Liang Youyun), the Mid-Autumn Festival is approaching, but the top anchors have repeatedly "overturned" in promotions. On the morning of September 11th,

html made a public post in the live broadcast room of Make a Friend, saying that it was deceived by the brand and encountered "Li Gui" mooncakes. Luo Yonghao posted a series of apologies on his social media, "As the chief supervisory officer hired by Make a Friend, I and the company sincerely apologize to consumers who purchased fake foreign devil brand mooncakes."

And this evening, it was originally planned to The anchor Simba, who started broadcasting at 8 o'clock, was banned in advance by the Kuaishou platform. Just the day before, Simba released two consecutive preview videos, saying that it would organize 200 customer service personnel and prepare 100 million yuan in funds to provide compensation for the after-sales problems it had previously accused Xiao Yang Ge. Another top anchor of

, "Crazy Little Yang Ge", is also having a hard time. The products he previously carried were recently confirmed by regulators to be suspected of being fake. Brother Yang always dealt with this chaotic situation in a low-key manner and did not respond individually.

Although the responsibility for some of the product penalties has not been recognized by the relevant departments, no matter what, the "world" of the leading Mid-Autumn Festival anchors is particularly lively.

"Li Gui" mooncakes attracted the "Make a Friend" offer of "refund one and pay three"

html On September 11, the official Weibo of the "Make a Friend" live broadcast room released a previous announcement of "refund one and pay three" for mooncake products. According to a friend's statement, the company received complaints from consumers that the "fendi casa mooncake souvenirs" sold were suspected of being counterfeit luxury brands "fendi".

After Fendi’s internal verification, the relevant compliance documents (authorization letter, qualification certificate, etc.) submitted by the supplier cannot be proven to be issued by the real luxury brand "fendi". It is most likely that they were issued by its counterfeit brand, and the The brand has always been unable to give reasonable explanations and compensation. The Make a Friend live broadcast room believes that it was the company's internal audit flaws that led to consumers buying counterfeit products, and decided to compensate consumers who placed orders at their own expense by "refunding one and compensating for three."

historical launch information shows that the Make a Friend live broadcast room had put this mooncake gift box on sale in early August. With the same style of luxury goods and low-price discounts, the sales of this gift box reached 1.3 million yuan in one live broadcast. The products listed in the live broadcast room include not only an 8-piece mooncake gift box priced at 388 yuan, but also an upgraded mooncake gift box worth 1,000 yuan with more gifts and more exquisite packaging, as well as a "limited edition" candle fragrance that sells for hundreds of yuan. .

Screenshot of a netizen making a friend and bringing goods "fendi casa mooncake souvenirs" in the live broadcast room

While the gift box was selling well, a large number of recommended pictures, texts and videos for planting grass appeared on Xiaohongshu, Douyin and other platforms, which also attracted Many people follow the trend and buy. But at the same time, some netizens reported that the product was a counterfeit luxury product and that the actual manufacturer and distributor were both domestic brand merchants.

The packaging information of this gift box shows that its general distributor is Fenqiao Import and Export Trading (Shanghai) Co., Ltd., which was established in February 2024 and is wholly owned by Shanghai Aidoduo Enterprise Co., Ltd.

New Consumer Daily inquired and found that Aidoduo mainly sells low-price wedding cakes and candy gift boxes, and has flagship stores both online and offline. The company's historical litigation information shows that around 2019, Aidoduo also imitated a Korean cartoon image for marketing and packaging purposes, and was ordered by the court to cease infringement.

also mentioned in the refund instructions in the Make a Friend live broadcast room that the brand of the gift box is Fendi Home Co., Ltd., which is suspected to be a "fake foreign company" registered in the UK. Although the company successfully registered the Chinese trademark of "Fendi Casa", it is not a real foreign luxury brand.

The left side is the genuine fendi Mid-Autumn Festival gift box, and the right side is the "Fendi Casa Mid-Autumn Gift Box"

html At the beginning of September, some netizens successively posted the luxury brand "fendi"'s genuine mooncake gift box for this year's Mid-Autumn Festival. There are four mooncakes in the box, with different flavors. It is quite different from the counterfeit brand, and the gift is a coaster. It is reported that its price is 588 yuan.

Luo Yonghao said on his Weibo: "I think this mistake is actually quite low-level. It is probably the quality control and supervision department that has gradually become slack without serious accidents for a long time.From the perspective of human nature, this is inevitable, and it depends on continuous improvement and improvement of process discipline. "According to Luo Yonghao, the sales of mooncakes this time were more than 500,000 yuan, and the cost of refunding one for three was more than 2 million yuan.

New Consumer Daily noticed that with the fermentation of apology and counterfeit news, many e-commerce platforms are currently The "fendi casa mooncake souvenirs" on sale have been taken off the shelves, and only some "purchasing agents" still retain information about the supply.

Suppliers frequently "turn over", and Xiao Yang is involved in after-sales turmoil.

Make friends in the live broadcast room. When faced with counterfeit products, his choice to take the responsibility for refunds attracted many netizens' praise. However, another top anchor "Crazy Little Yang" was criticized by consumers and netizens for his relatively negative after-sales attitude. Questioning.

Regarding this, Luo Yonghao also condemned this behavior in his Weibo article. He said, "I saw that a famous head broadcaster was recently caught and beaten by Xin Youzhi. The more historical issues are exposed, the more he will be exposed." , it seems that the entire company is in danger."

In fact, in addition to the issues that were previously exposed by the media, such as Xiao Yang's selling of "meicai and pork belly", the poor quality of hair dryer products, and the suspected sale of fake high-end liquor, some netizens also More false propaganda behaviors were found.

Recently, professional anti-counterfeiter Wang Hai released a video saying that the company Xiao Yang brought fake raw cut beef rolls had been fined 500,000 yuan. Regulatory penalty information showed that in July this year " "Xianduoyu" was fined 500,000 yuan by the market supervision department for false publicity.

Looking back at the cooperation history between Xiao Yangge and "Xianduoyu" shows that the two parties cooperated to bring goods from November 2023 to February 2024. In the promotion and introduction, "Xianduoyu" claims that its beef rolls are "original cut grain-fed beef rolls". At the same time, Xiao Yang also claims that the beef is "non-seasoned meat", "no synthetic, no water injection, no splicing".

html On September 11, in response to the heated discussion among netizens that "the beef rolls brought by Brother Xiao Yang are actually spliced ​​meat", Wuhan Qingshan District Municipal Supervision Bureau responded that there was indeed such a penalty, and the Hefei Municipal Supervision Bureau where the "Three Sheep" company is located

expressed that it has paid attention to the situation. What made many consumers even more dissatisfied was that in the live broadcast room on September 7, Brother Yang choked up in tears due to the recent pressure and numerous accusations, and said, "If there is a problem, I will be responsible to the end." ". After the live broadcast, Xiao Yang showed the sales performance of the live broadcast. The transaction volume exceeded 150 million yuan, of which more than 60% came from liquor. The top three best-sellers were Moutai, quasi-new iPhone, and Wuliangye .

However, in the same live broadcast, the Wuliangye sales page displayed in the window of Xiao Yang’s live broadcast room showed the words “This product is sold by the store to which the link belongs, not this live broadcast room”. He said that the Wuliangye, Jiannanchun and other liquors he purchased were automatically refunded because of "violation of platform rules."

This resulted in the live broadcast, which was originally intended to save reputation and strengthen the confidence of consumers and fans, become a new round of doubts about Xiao Yang's unwillingness to provide after-sales service and take responsibility for the product.

Simba was banned again before the broadcast.

html From the end of August to the beginning of September, the anchor Simba publicly accused Xiao Yang Ge's "Three Sheep" team of secretly competing with him for the lowest discount on "Mrs. Crab" hairy crabs. He believed that Three Sheep was putting pressure on the brand. inappropriate. Subsequently, Simba pointed the finger at Xiao Yang's negative attitude of inaction and evading responsibility when faced with questions about the quality of the products he carried, and asked Xiao Yang for explanation and compensation on behalf of consumers.

However, it is worth noting that the "Mrs. Crab" brand, the focus of the dispute between the two parties, was fined 110,000 yuan for defrauding consumers in 2023. The brand has also been punished by regulatory authorities several times in 2022 and 2019 for false registration and false advertising. At the end of May this year, the brand was revoked as a member of the Yangcheng Lake Hairy Crab Industry Association and promoted as a negative case.

When the brand’s misdeeds were exposed, Simba proactively announced that he would no longer carry hairy crab-related products, thus avoiding risks in advance.

In the exchange of words between the two parties, Lu Wenqing, the co-founder of Three Sheeps, posted a video saying that for the "Meicai Braised Pork" product that was previously suspected of food quality and safety, the company had started to refund one and compensate three before the investigation was clear. deal with. According to his disclosure, Sanyang has currently established an after-sales team of more than 300 people.

Regarding the comprehensive "show of weakness" of the three sheep teams, including Xiao Yang, Simba chose to continue questioning. Simba not only issued an article accusing Brother Yang of being unwilling to take responsibility, but also said that if Brother Yang does not show his due responsibility to consumers, he will spend 100 million yuan to help Brother Yang compensate the injured consumers.

In the latest live broadcast preview video, Simba said, "Simba is willing to take responsibility for every word that Qian has said. I, Xin Youzhi, still insist on one sentence in my heart - nothing is more worthy of respect than a promise of a thousand dollars." Our little assistant Xin Xuan lets you feel what it is like to be a regular commander in live e-commerce. "

However, at 8pm on September 11th as promised by Simba, the audience did not wait for Simba to start broadcasting. His personal account had already started broadcasting. It has been banned by Kuaishou in advance.