Original title: Simba fired on Douyin
The company was established in January 2019, and the administrative penalty information shows that the company was fined 2 million yuan in January 2021 and its business license was revoked due to false propaganda and defective product labels. At the same time, the company has also been sued several times for disputes over online shopping contracts.
Two years after the fake bird’s nest incident, on August 30, Simba suddenly broke the news in his Douyin live broadcast.It is said that today’s Douyin head net red Liu Genghong also sold the same fake bird’s nest of the year, namely Mingzhi Bird’s Nest.At the 42nd minute of the live broadcast, Simba was banned by Douyin on the grounds of “degrading or damaging the platform’s image”.
Afterwards, Simba issued a long article accusing Douyin of being “double-standard Douyin” and “Douyin Douyin”. The next morning, #simba posted a long article that broke the news that Liu Genghong and his wife were selling fakes# was the top trending search on Weibo.
Box Lunch Finance asked both parties to verify the content of the above-mentioned long text complaint. Douyin said it would not comment, and Simba said that it would not make any official response at present.
Shortly after being listed on the hot search, at noon on August 31, Jiang Jinjin, CEO of Hangzhou Maikong Cultural and Creative Co., Ltd. apologized, saying that from September to October 2020,Liu Genghong and his wife sold 177 orders of Mingzhi bird’s nest in Taobao live broadcast room, after the “Simba Bird’s Nest Incident” came out, 25 orders were refunded within a week, and the payment on behalf of the company has continued. The latest payment occurred on April 6, 2021.
In 2020, Hangzhou Maikong Cultural and Creative Co., Ltd. and Liu Genghong and his wife began to cooperate on Taobao live broadcast business. The former is responsible for the selection and operation of all live broadcast rooms. In early 2021, the two parties have terminated the cooperation.
Subsequently, the official Weibo of the MCN organization @ Talent Planet, which Liu Genghong cooperated with two years ago, also apologized for the sales incident of Mingzhi bird’s nest products that occurred in 2020. In a statement, Talent Planet explained,Liu Genghong and his wife have never sold Mingzhi bird’s nest products on Douyin, but only on Taobao Live.Liu Genghong and his wife have requested and urged Hangzhou Maikong Culture to properly handle the above-mentioned incident and refund and compensate consumers according to law.
Liu Genghong then reposted the Weibo and apologized to consumers, saying that on the night of August 30, he found the MCN company that he cooperated with two years ago to ask for data and proof, and admitted that the company he previously cooperated with was not rigorous enough in the selection of products, which led to trust in himself. of consumers are harmed, and the team will be urged to be more rigorous in the future.
Simba’s revelations have hit a major weakness of short video e-commerce platforms represented by Douyin, that is, the problem of fake product sales in live streaming.In the two years after the “Simba Bird’s Nest Incident”, the problem of fake sales in the live broadcast room continued to appear one after another.
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A brief summary of Simba’s complaint against Douyin is: Simba admitted that he sold fake bird’s nest two years ago, but there are also people selling fake bird’s nest on the Douyin platform, but only Simba has been on the hot search because of the fake bird’s nest incident many times. , and was punished, while Douyin hides all the sales records of the anchors on its platform.
Kuaishou anchor @Sanda brother also supported Simba on Weibo, and said, “There are dozens of anchors selling this bird’s nest on dy (Tik Tok), including Liu Genghong and his wife, Guo Congming and other big internet celebrities. At that time, dy (Douyin) pushed hot videos such as ‘Simba Bird’s Nest’. But the Douyin platform kept silent, downplaying other people who brought Simba to the forefront.”
In November 2020, a netizen posted a video on the short video platform, questioning that the bird’s nest sold by Simba’s team was sugar water. After causing controversy, “professional anti-counterfeiter” Wang Hai released a test report to prove that this product is sugar water, protein and sugar water. The content of amino acids is 0, and the content of sialic acid, which is one of the important indicators of true bird’s nest, is only 0.014%.
After the public opinion fermented, Simba admitted that the product was indeed a bird’s nest-flavored drink, and was willing to give consumers one refund and three losses.In December of the same year, the Guangzhou market supervision department believed that the live broadcast company involved in Simba violated the relevant provisions of the Anti-Unfair Competition Law of the People’s Republic of China, fined the Simba team 900,000 yuan, and the Simba Kuaishou account was also banned. 60 days. At the same time, the Henan Consumers Association also filed a consumer civil public interest lawsuit against three companies including Simba and Kuaishou in January 2022, requiring them to jointly assume the responsibility of refunding one compensation and three compensations.
On the Internet, some netizens have compiled a video of the sale of Mingzhi bird’s nest. Among them, stars Jin Ming, Liu Genghong and his wife, host Ma Ke, Kuaishou anchor Yu Da Gongzi, and Douyin Internet celebrity Guo Congming have all sold the same bird’s nest. It is worth noting that Liu Genghong and his wife, Jin Ming and Ma Ke all sold this bird’s nest through the Taobao live broadcast room. In the live broadcast, Jin Ming claimed that “Mingzhi bird’s nest uses imported Malaysian mangrove bird’s nest”, and Ma Ke said that “Mingzhi bird’s nest does not contain preservatives, and selects Malaysian mangrove bird’s nest”.
In fact, the anchors who bring this bird’s nest are far more than the above people. According to a comprehensive report by The Paper in 2020,Many celebrity artists and anchors have recommended Mingzhi Bird’s Nest in the live broadcast room, including Zhu Dan, Wang Yaoqing, Li Xiang, Ye Yiqian and others.
At that time, Peng Mei News contacted the customer service assistants of some anchors, and asked other anchors for the follow-up compensation operation based on Simba’s return to one and three to three. At that time, the customer service of Jin Ming’s live broadcast room said that at present, he would not follow the Simba side to make the first payment operation of one refund and three compensation. Another assistant who brought the goods to the celebrity Yu, said that at present, they support full refunds to compensate for the same product, and there is no refund for one and three for the time being.
now,With Simba’s complaint, these anchors who have sold the same bird’s nest have once again fallen into the storm of public opinion.
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The phenomenon of selling fake goods in live broadcast rooms has become a major problem that hinders the continued development of short video e-commerce.
Not long ago, Qi Wei, the anchor of Douyin with goods, was exposed to selling fakes in the live broadcast room, and the Keyan’s white mud film sold in the live broadcast room was repeatedly identified as fake by netizen @liuli is what glass. Earlier, Zhu Zixiao, the anchor of Douyin, was also questioned for selling fake goods, and even the brand side personally came forward to crack down on counterfeiting.
In September 2021, Zhu Zixiao was deeply suspected of selling fake products because it was suspected that the products he brought were from Huaqiangbei. For example, an Armani master liquid foundation sold in the live broadcast room is only 339 yuan, which is nearly half the price of 630 yuan in the official flagship store, and the link of the product in the live broadcast room leads to a small shop with an address in Huaqiangbei, Shenzhen.
In the report, We Media New Watch said that consumers’ comments on Zhu Zixiao selling fakes were frequently deleted, and some questions were raised. For example, there was “link fraud” in Zhu Zixiao’s cooperative store; companies that cooperated with Zhu Zixiao many times disappeared out of thin air. .
Just three months before it was questioned about selling fakes, the brand @RECIPE Yuezhi from South Korea issued a statement on Weibo, saying that consumers of low-priced products of unknown quality recently appeared on the market, please look for the official authorized channels. , and some beauty stores such as @zhuzixiao studio. However, Zhu Zixiao’s team did not make a public response to this.
Earlier, sketch actor Pan Changjiang was also accused of false propaganda in the Douyin live broadcast room. Afterwards, a relevant person from Maotai said, “Pan Changjiang did not cooperate with Maotai.”
Not only star anchors, but also Douyin’s “first brother with goods” Luo Yonghao also overturned his car for selling fake goods. In 2020, the sweater of a certain brand sold by Luo Yonghao in the live broadcast room was questioned as not being made of pure wool. Afterwards, I made a friend and passed the inspection in the live broadcast room, and found that there was indeed a problem, and also admitted on the official Weibo that it was a fake and shoddy product.
Not only Douyin, but also the problem of fake sales in Kuaishou’s live broadcast room often occurs.
Following the Simba Bird’s Nest incident, on April 18 this year, Simba’s Kuaishou anchor “Dandan” was also questioned for selling fake products, which led to the official Weibo account of the brand “YPL Sports Trendy Products” claiming that “Dandan” was live broadcast. The products are not officially authorized and do not belong to the products of the YPL brand.
Afterwards, Xin Xuan issued a statement saying that it was a misunderstanding caused by a trademark transfer dispute and that the product “is not a fake”, but it was hammered again by @YPL Sports Trend, saying that the power of attorney issued by Xin Xuan was fake, It is a forged official seal. Finally, YPL issued a statement again saying that it had reached a settlement with Xin Xuan.
Just in August this year, He Dongdong, a delivery anchor with 20 million fans in Kuaishou, was also exposed to false propaganda in the live broadcast room and was sued by consumers in court. Through self-media reports on the delivery of goods, a civil judgment showed that the court believed that He Dongdong’s live broadcast room had false propaganda, and ordered him to refund the purchase price to consumers and pay three times the compensation.
For short video platforms that rely more and more on e-commerce revenue, selling fakes in live broadcast rooms has become a label that needs to be removed urgently.