Influencer Fined $9.8 Million in Mooncake Scandal
Prominent Chinese influencer Crazy Little Brother Yang, whose real name is Zhang Qingyang, and his company, Three Sheep, have been fined 68.9 million yuan (approximately $9.83 million) for misleading advertising related to mooncakes falsely claimed to be from Hong Kong.
On September 16, just before the Mid-Autumn Festival, Zhang promoted Mei Sun mooncakes during a livestream, describing them as a prestigious brand with over 20 years of history and asserting they were made in Hong Kong. Investigations revealed that the mooncakes were neither produced in Hong Kong nor sold there, despite generating over 50 million yuan (around $7.13 million) in sales within a month.
The Hefei market regulator imposed the fine for false advertising and confiscated illegal profits, ordering the company to halt operations for necessary adjustments. In response, Three Sheep issued a public apology, acknowledging the misleading claims and pledging to enhance compliance with consumer protection laws.
At just 29, Zhang has amassed over 100 million followers on Douyin, making him one of the platform's most influential figures. He has transitioned from a comedic content creator to a leading figure in live commerce, reportedly selling up to 1 billion yuan (approximately $142 million) in a single session.
The live e-commerce sector in Hefei has experienced rapid growth, with reports indicating the emergence of 16.3 new live streaming businesses daily. China's live e-commerce market reached 4.9 trillion yuan in 2023, reflecting a 35.2% year-over-year growth. Despite a recent slowdown, projections suggest an 18% annual growth rate from 2024 to 2026.
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