Forfeited more than 60 million yuan and ordered to rectify
After nearly ten days of in-depth investigation, the much-watched Three Sheep live streaming incident ushered in the first phase of the official investigation.
On the evening of September 26, the Hefei City Joint Investigation Team officially issued a notice on the existence of problems in the live broadcast of the Three Sheep Company.
The notice pointed out that according to the "Administrative Punishment Law", "Anti-Unfair Competition Law" and other relevant laws and regulations, it is planned to take severe measures against the three sheep company, confiscate its illegal income and fine a total of 68.9491 million yuan.
At the same time, in response to the many problems exposed in the live broadcast, the three sheep company was ordered to immediately suspend its business activities and set a deadline for comprehensive rectification to assume its due legal responsibilities.
In order to ensure the comprehensiveness and impartiality of the investigation, the Hefei joint investigation team not only conducted a detailed review of the operation of the Three Sheep Company, but also conducted an in-depth analysis of the four most controversial points of public concern.
Among them, "Hong Kong Meicheng Mooncake" and "Australian Grain-fed Beef Roll" were identified as false propaganda, the former’s so-called high-end brand perception is not in line with reality, the latter will be prepared meat as the original cut meat sales.
In addition, the issue of the raw materials of "Royal Huiyuan Plum Vegetable Pork" has also been clarified, confirming that its raw materials are pork belly.
Regarding the "Year of the Rabbit Zodiac Moutai Wine", Three Sheep Company only provides live broadcast promotion services and does not directly involve product quality issues.
In response to the problem that some consumers reported that the shipped goods did not match the genuine products, the investigation team said that since the delivery location was in a foreign market, the relevant clues had been transferred to the relevant departments of the shipper’s location for further verification and processing in accordance with the principle of geographical jurisdiction.
Source: Hefei Market Supervision
Faced with the investigation results, Three Sheep Network promptly responded by issuing a statement apologizing to consumers and promising to fully accept the handling opinions and punishment results of the joint investigation team, and actively assume legal responsibility.
The company stated that it will comprehensively carry out internal rectification work in accordance with the "Law of the People’s Republic of China on the Protection of Consumer Rights and Interests" and the "Code of Conduct for Network live streaming hosting" to ensure that business is operated in accordance with the law and effectively safeguard the legitimate rights and interests of consumers.
Source: Three Sheep Network
At the same time, the Douyin platform also released an announcement saying that since September 21, the account of Three Sheep has been suspended and will continue to monitor its rectification process to ensure that consumers’ after-sales compensation issues are properly addressed.
Source: Douyin Blackboard News
In addition, the results of the investigation into the recording incident of Lu Wenqing, the co-founder of Three Sheep, were also released yesterday.
Hefei police confirmed that the audio recordings transmitted online were forged by the alleged offender Wang Moumou using AI tools, and took criminal coercive measures against Wang Moumou according to law.
Shenzhen Ruiyu Technology Co., Ltd., as a technology provider, also issued a statement saying that it will strengthen the security control measures for user identity authentication and audio generation to prevent similar incidents from happening again.
Source: Three Sheep Network
So far, the Three Sheep incident has come to an end, but the warnings and reflections left to the industry are far from over.
The ins and outs of the Three Sheep Incident
As soon as the official announcement came out, the Three Sheep incident quickly swept through mainstream online platforms such as Weibo, Baidu, Douyin, and Kuaishou, becoming the focus of public opinion.
The fermentation of this series of events not only revealed the chaos in the live streaming industry, but also triggered profound thinking among the public about consumer rights protection, corporate responsibility, and the online public opinion environment.
The origin of the story can be traced back to August 22. A live broadcast of hairy crabs in Brother Yang’s live stream laid the groundwork for subsequent disputes.
On August 31, Simba was blocked in the live broadcast due to Mrs. Crab’s hairy crab order, pointed directly at the three sheep and questioned their after-sales and responsibility, and the contradiction between the two sides began to emerge.
Source: Simba Live Room
Then, under the influence of alcohol, Lu Wenqing, the chairperson of Three Sheep, lost control of Simba in the live broadcast on September 1. His words were intense, which not only failed to calm the situation, but further exacerbated the contradiction between the two sides.
On September 2, Simba went LIVE again and directly exposed the counterfeiting problem of the three sheep, including the quality problems of plum vegetable pork, Moutai wine and other products pointed out in the notice, as well as the three no hair dryers and inferior kitchen knives.
In addition, Simba pointed the finger at Lu Wenqing’s personal history, such as being arrested for swiping orders, etc. For a while, public opinion was in an uproar.
Although Lu responded that swiping was a mistake when he was young and denied being related to the female live streaming host Mo Mo incident, it has been difficult to restore his image.
In the face of surging public pressure, Brother Yang appeared in the live stream on September 7, responding to counterfeiting and after-sales problems with tears, and promised to be responsible to the end.
Picture source: Brother Xiao Yang live stream
However, this move did not win the sympathy of netizens, but rather aroused more doubts.
Professional anti-counterfeiter Wang Hai’s successive revelations have made the situation of the three sheep even worse. The "Douxiaoyi" children’s shoes, "Fresh and Yuanyu" beef rolls and other products have been exposed to quality problems one after another, and the amount of fines and compensation is staggering.
Source: Weibo
On the eve of the Mid-Autumn Festival, the "Hong Kong Meicheng Mooncake" promoted by Brother Yang and the live streaming host of Three Sheep was exposed as a "Hong Kong brand specializing in high-end mooncakes", but there were no stores in Hong Kong, which aroused doubts from netizens about the suspected false propaganda of Three Sheep.
The situation became more and more serious. In order to control the situation, the official also began to leave the scene. On September 17, the Hefei High-tech Zone Market Supervision Administration officially launched an investigation.
Source: Hefei Gaoxin official account
Subsequently, the accounts of Three Sheep were suspended one after another. But after only one day, they began to rebroadcast one after another. However, they were violently abused by netizens, and the live broadcast was forced to close comments.
At the same time, the fire of the three sheep was getting bigger and bigger, and the internal personnel were also implicated. Lu Wenqing’s recording incident, the rumors of the seventh boss, and the voice of Sister Yang’s rights protection, etc., a series of gossip and scandals were intertwined, making the incident even more confusing.
And Li Xiaona’s revelation has exposed the internal management problems of Three Sheep, claiming that she was instigated by the company to falsely confront the investigation, which has aroused deep public concern about the norms and supervision of the live streaming industry.
After the announcement, Li Xiaona spoke out again, saying that as a new live streaming host, she has limited understanding of the product, and the live broadcast content is based on the company’s information, and stressed that what she said is true, intended to reveal the truth in order to protect herself.
Her words undoubtedly added more dimension to this complex incident.
So far, the Three Sheep incident has become more than just a crisis public relations issue for a single enterprise. It is more like a mirror, reflecting the various drawbacks and challenges of the live streaming industry.
How to safeguard the rights and interests of consumers, maintain industry norms, and build a healthy online public opinion environment while pursuing commercial interests has become an urgent social issue to be solved.
Can Brother Yang regain his glory?
As the dust settled on the two official investigation announcements, the Three Sheep Group seemed to have ushered in a ray of dawn, casting a calm for the rumors and controversies that had spread before.
In particular, the conclusion of the recording door incident gently pulled Lu Wenqing back from the trend of public opinion.
This series of actions undoubtedly helped the Three Sheep ease the image crisis to a certain extent, and the suspension of broadcasting for rectification provided a valuable buffer period to appease public emotions.
However, it cannot be ignored that the Three Sheep Group’s statement did not win the public’s understanding and acceptance as expected, but instead aroused a new wave of dissatisfaction and skepticism.
The core problem is that this statement did not give any clear response to the compensation matters that consumers are most concerned about, which undoubtedly touched the sensitive nerves of the public.
However, other media have consulted the Douyin customer service of Three Sheep Company, and consumers who respond to moon cakes and beef rolls can private message customer service, provide the purchase order number and order screenshots, and will refund one to three for consumers after verification.
In addition, some netizens pointed out that, despite the seemingly large amount of fines, for a company of the size of Three Sheep, it is just a drop in the bucket, and a successful live broadcast can easily make up for it.
For example, the product of "Meicheng Mooncake Gift Box", in the live stream of Brother Yang, the sales easily broke through the 50 million yuan mark.
The public data of the People’s Government of Yaohai District, Hefei City is even more staggering. The output value and income of Three Sheep Network Technology Co., Ltd. in the field of live streaming have risen year after year, and the amount of tax has also risen.
In this context, the current fines and controversies seem even more trivial.
Therefore, it is still unknown whether Brother Yang and the three sheep can take this breathing opportunity to achieve a true comeback.
After all, consumer trust, the most valuable asset in the live streaming industry, is now almost exhausted on the Sanguoyang Group’s side.
As the old saying goes: "Water can carry a boat, but it can also capsize it." A company that loses trust is like a ship that has lost its direction, and the road ahead is vast.
For Three Sheep and Brother Yang, the top priority is to reflect deeply and actively rectify. This includes but is not limited to strengthening internal management to ensure compliance and transparency in every link; improving product quality and restoring consumer confidence in the brand; optimizing Client Server, especially to properly solve the problem of after-sales compensation, and take practical actions to restore consumer trust.
But to be honest, this period of suspension and rectification is a good opportunity for Brother Yang, a precious period of reflection and adjustment.
He should be deeply aware that the era of "recklessness" is gone forever, and only by being honest can we gain a foothold in the highly competitive live streaming industry.
He should think carefully about how to rebuild the trust bridge with consumers, how to plan the future development path, and ensure that every step is taken steadily and solidly.
Only in this way can the Three Sheep Group be reborn in the face of adversity and win the recognition and respect of the market again.
Author | Wu Xin
Forfeited more than 60 million yuan and ordered to rectify
After nearly ten days of in-depth investigation, the much-watched Three Sheep live streaming incident ushered in the first phase of the official investigation.
On the evening of September 26, the Hefei City Joint Investigation Team officially issued a notice on the existence of problems in the live broadcast of the Three Sheep Company.
The notice pointed out that according to the "Administrative Punishment Law", "Anti-Unfair Competition Law" and other relevant laws and regulations, it is planned to take severe measures against the three sheep company, confiscate its illegal income and fine a total of 68.9491 million yuan.
At the same time, in response to the many problems exposed in the live broadcast, the three sheep company was ordered to immediately suspend its business activities and set a deadline for comprehensive rectification to assume its due legal responsibilities.
In order to ensure the comprehensiveness and impartiality of the investigation, the Hefei joint investigation team not only conducted a detailed review of the operation of the Three Sheep Company, but also conducted an in-depth analysis of the four most controversial points of public concern.
Among them, "Hong Kong Meicheng Mooncake" and "Australian Grain-fed Beef Roll" were identified as false propaganda, the former’s so-called high-end brand perception is not in line with reality, the latter will be prepared meat as the original cut meat sales.
In addition, the issue of the raw materials of "Royal Huiyuan Plum Vegetable Pork" has also been clarified, confirming that its raw materials are pork belly.
Regarding the "Year of the Rabbit Zodiac Moutai Wine", Three Sheep Company only provides live broadcast promotion services and does not directly involve product quality issues.
In response to the problem that some consumers reported that the shipped goods did not match the genuine products, the investigation team said that since the delivery location was in a foreign market, the relevant clues had been transferred to the relevant departments of the shipper’s location for further verification and processing in accordance with the principle of geographical jurisdiction.
Source: Hefei Market Supervision
Faced with the investigation results, Three Sheep Network promptly responded by issuing a statement apologizing to consumers and promising to fully accept the handling opinions and punishment results of the joint investigation team, and actively assume legal responsibility.
The company stated that it will comprehensively carry out internal rectification work in accordance with the "Law of the People’s Republic of China on the Protection of Consumer Rights and Interests" and the "Code of Conduct for Network live streaming hosting" to ensure that business is operated in accordance with the law and effectively safeguard the legitimate rights and interests of consumers.
Source: Three Sheep Network
At the same time, the Douyin platform also released an announcement saying that since September 21, the account of Three Sheep has been suspended and will continue to monitor its rectification process to ensure that consumers’ after-sales compensation issues are properly addressed.
Source: Douyin Blackboard News
In addition, the results of the investigation into the recording incident of Lu Wenqing, the co-founder of Three Sheep, were also released yesterday.
Hefei police confirmed that the audio recordings transmitted online were forged by the alleged offender Wang Moumou using AI tools, and took criminal coercive measures against Wang Moumou according to law.
Shenzhen Ruiyu Technology Co., Ltd., as a technology provider, also issued a statement saying that it will strengthen the security control measures for user identity authentication and audio generation to prevent similar incidents from happening again.
Source: Three Sheep Network
So far, the Three Sheep incident has come to an end, but the warnings and reflections left to the industry are far from over.
The ins and outs of the Three Sheep Incident
As soon as the official announcement came out, the Three Sheep incident quickly swept through mainstream online platforms such as Weibo, Baidu, Douyin, and Kuaishou, becoming the focus of public opinion.
The fermentation of this series of events not only revealed the chaos in the live streaming industry, but also triggered profound thinking among the public about consumer rights protection, corporate responsibility, and the online public opinion environment.
The origin of the story can be traced back to August 22. A live broadcast of hairy crabs in Brother Yang’s live stream laid the groundwork for subsequent disputes.
On August 31, Simba was blocked in the live broadcast due to Mrs. Crab’s hairy crab order, pointed directly at the three sheep and questioned their after-sales and responsibility, and the contradiction between the two sides began to emerge.
Source: Simba Live Room
Then, under the influence of alcohol, Lu Wenqing, the chairperson of Three Sheep, lost control of Simba in the live broadcast on September 1. His words were intense, which not only failed to calm the situation, but further exacerbated the contradiction between the two sides.
On September 2, Simba went LIVE again and directly exposed the counterfeiting problem of the three sheep, including the quality problems of plum vegetable pork, Moutai wine and other products pointed out in the notice, as well as the three no hair dryers and inferior kitchen knives.
In addition, Simba pointed the finger at Lu Wenqing’s personal history, such as being arrested for swiping orders, etc. For a while, public opinion was in an uproar.
Although Lu responded that swiping was a mistake when he was young and denied being related to the female live streaming host Mo Mo incident, it has been difficult to restore his image.
In the face of surging public pressure, Brother Yang appeared in the live stream on September 7, responding to counterfeiting and after-sales problems with tears, and promised to be responsible to the end.
Picture source: Brother Xiao Yang live stream
However, this move did not win the sympathy of netizens, but rather aroused more doubts.
Professional anti-counterfeiter Wang Hai’s successive revelations have made the situation of the three sheep even worse. The "Douxiaoyi" children’s shoes, "Fresh and Yuanyu" beef rolls and other products have been exposed to quality problems one after another, and the amount of fines and compensation is staggering.
Source: Weibo
On the eve of the Mid-Autumn Festival, the "Hong Kong Meicheng Mooncake" promoted by Brother Yang and the live streaming host of Three Sheep was exposed as a "Hong Kong brand specializing in high-end mooncakes", but there were no stores in Hong Kong, which aroused doubts from netizens about the suspected false propaganda of Three Sheep.
The situation became more and more serious. In order to control the situation, the official also began to leave the scene. On September 17, the Hefei High-tech Zone Market Supervision Administration officially launched an investigation.
Source: Hefei Gaoxin official account
Subsequently, the accounts of Three Sheep were suspended one after another. But after only one day, they began to rebroadcast one after another. However, they were violently abused by netizens, and the live broadcast was forced to close comments.
At the same time, the fire of the three sheep was getting bigger and bigger, and the internal personnel were also implicated. Lu Wenqing’s recording incident, the rumors of the seventh boss, and the voice of Sister Yang’s rights protection, etc., a series of gossip and scandals were intertwined, making the incident even more confusing.
And Li Xiaona’s revelation has exposed the internal management problems of Three Sheep, claiming that she was instigated by the company to falsely confront the investigation, which has aroused deep public concern about the norms and supervision of the live streaming industry.
After the announcement, Li Xiaona spoke out again, saying that as a new live streaming host, she has limited understanding of the product, and the live broadcast content is based on the company’s information, and stressed that what she said is true, intended to reveal the truth in order to protect herself.
Her words undoubtedly added more dimension to this complex incident.
So far, the Three Sheep incident has become more than just a crisis public relations issue for a single enterprise. It is more like a mirror, reflecting the various drawbacks and challenges of the live streaming industry.
How to safeguard the rights and interests of consumers, maintain industry norms, and build a healthy online public opinion environment while pursuing commercial interests has become an urgent social issue to be solved.
Can Brother Yang regain his glory?
As the dust settled on the two official investigation announcements, the Three Sheep Group seemed to have ushered in a ray of dawn, casting a calm for the rumors and controversies that had spread before.
In particular, the conclusion of the recording door incident gently pulled Lu Wenqing back from the trend of public opinion.
This series of actions undoubtedly helped the Three Sheep ease the image crisis to a certain extent, and the suspension of broadcasting for rectification provided a valuable buffer period to appease public emotions.
However, it cannot be ignored that the Three Sheep Group’s statement did not win the public’s understanding and acceptance as expected, but instead aroused a new wave of dissatisfaction and skepticism.
The core problem is that this statement did not give any clear response to the compensation matters that consumers are most concerned about, which undoubtedly touched the sensitive nerves of the public.
However, other media have consulted the Douyin customer service of Three Sheep Company, and consumers who respond to moon cakes and beef rolls can private message customer service, provide the purchase order number and order screenshots, and will refund one to three for consumers after verification.
In addition, some netizens pointed out that, despite the seemingly large amount of fines, for a company of the size of Three Sheep, it is just a drop in the bucket, and a successful live broadcast can easily make up for it.
For example, the product of "Meicheng Mooncake Gift Box", in the live stream of Brother Yang, the sales easily broke through the 50 million yuan mark.
The public data of the People’s Government of Yaohai District, Hefei City is even more staggering. The output value and income of Three Sheep Network Technology Co., Ltd. in the field of live streaming have risen year after year, and the amount of tax has also risen.
In this context, the current fines and controversies seem even more trivial.
Therefore, it is still unknown whether Brother Yang and the three sheep can take this breathing opportunity to achieve a true comeback.
After all, consumer trust, the most valuable asset in the live streaming industry, is now almost exhausted on the Sanguoyang Group’s side.
As the old saying goes: "Water can carry a boat, but it can also capsize it." A company that loses trust is like a ship that has lost its direction, and the road ahead is vast.
For Three Sheep and Brother Yang, the top priority is to reflect deeply and actively rectify. This includes but is not limited to strengthening internal management to ensure compliance and transparency in every link; improving product quality and restoring consumer confidence in the brand; optimizing Client Server, especially to properly solve the problem of after-sales compensation, and take practical actions to restore consumer trust.
But to be honest, this period of suspension and rectification is a good opportunity for Brother Yang, a precious period of reflection and adjustment.
He should be deeply aware that the era of "recklessness" is gone forever, and only by being honest can we gain a foothold in the highly competitive live streaming industry.
He should think carefully about how to rebuild the trust bridge with consumers, how to plan the future development path, and ensure that every step is taken steadily and solidly.
Only in this way can the Three Sheep Group be reborn in the face of adversity and win the recognition and respect of the market again.
Author | Wu Xin
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