Author | Fifi
Edit | Wending
On October 12, whether there were any sweet potato ingredients in the sweet potato vermicelli sold in the live broadcast room of Sister Yu in Northeast China finally ushered in the finale.
According to CCTV News, after investigation, the Benxi County Market Supervision and Administration Bureau plans to decide to impose an administrative penalty of confiscation of illegal gains and fines totaling 1.65 million yuan on Yujie Media in accordance with the law; Liuhe Company, a sweet potato vermicelli merchant, was ordered to suspend production and business, confiscated illegal gains, and fined a total of 6.7176 million yuan.
Although Sister Northeast Yu issued an apology statement on her official account and stated that she had started the work of refunding one and compensating three for consumers who purchased problematic vermicelli. But the consumer didn't buy it, and expressed dissatisfaction with the amount of the penalty, ridiculing that it was her pocket money, which was not painful, and an advertisement was earned.
According to the data of the third-party platform, in terms of commercial advertising, Sister Northeast Yu offers 400,000 yuan for 1-20 second videos, 1 million for 21-60 second videos, and 1.2 million for videos of more than 60 seconds, ranking first in the "head must be selected list" and the three rural weekly list.
Since the beginning of this year, Sister Northeast Yu has sold the sweet potato vermicelli four times in the live broadcast, with a price of about 5 catties and 25 yuan, and the sales of vermicelli in the four live broadcasts are close to 1 million yuan.
"Sister Northeast Yu" knew that the composition of sweet potato flour was problematic
In the live broadcast, Sister Yu of Northeast China claimed that sweet potato vermicelli "is not messy except for sweet potato starch, drinking water, and edible alum" and "Sister Yu will control the quality", but the result of the inspection was "It was found that the sweet potato vermicelli was mixed with tapioca starch and there was no sweet potato ingredient".
So, does "Sister Northeast Rain" know about it?
It is understood that during the investigation, the market supervision department rushed to Chaoyang to obtain relevant information on the cooperation between the manufacturer and the "Northeast Sister Yu", and finally confirmed the illegal behavior of the Northeast Sister Yu's false publicity.
The market supervision department also ordered Yujie Media to suspend its operation and rectify it within a time limit and bear relevant legal responsibilities; Because the sweet potato vermicelli production enterprise is in another city, in accordance with the principle of territorial jurisdiction, the relevant clues will be transferred to the relevant local departments for verification and processing.
The Market Supervision and Administration Bureau of Benxi Manchu Autonomous County issued an announcement: confirming that "Sister Northeast Yu" had "false or misleading commercial promotion" in the live broadcast, and it can also be concluded that before the test, Sister Northeast Yu already knew that there was a problem with the composition of sweet potato flour.
As early as before, the merchant and the Northeast Yujie team had expressed it vaguely.
The person in charge of the manufacturer involved, Chaoyang County Liuhe Vermicelli Manufacturing Co., Ltd., Chaoyang City, Liaoning Province, admitted that its products did contain one-third of cassava flour as an auxiliary material and was added in small amounts.
And Sister Dongbei Yu's husband also said in a response: "There should be a problem." ”
But looking at the fermentation of public opinion in the past half month, Sister Northeast Yu has been conclusive.
When bringing the goods, Sister Northeast Yu introduced this sweet potato powder: "The ingredient list, quack is clean, what is so clean, except for sweet potato starch, drinking water, and edible alum, there is nothing left." ”
On September 23, the anti-counterfeiting blogger "Dawa" spoke angrily that there was no sweet potato in the sweet potato vermicelli sold by Sister Northeast Yu in the live broadcast, saying that he had sent the sweet potato vermicelli he bought for inspection three times, but the sweet potato ingredient was not detected at all, only the cassava ingredient with a generally lower market price was detected.
The fake Dawa also said that before the news broke, Dawa had gone to Sister Yu's house in Northeast China to defend her rights, but was "beaten by the other party".
On September 26, "Sister Northeast Yu" posted a video in response to the beating of fake bloggers and sweet potato vermicelli, and started a live broadcast to tell what happened.
"Sister Northeast Yu" said that when she was cooking by herself that day, she encountered a self-proclaimed fan who came to the door and wanted to take a photo with her, and persuaded the two parties to have a physical altercation to no avail. admits that both parties are at fault, and the other party also took the initiative to want to settle, but afterwards the other party sent a dispute settlement mediation letter, asking Sister Yu to pay 300,000 yuan.
At the same time, she responded to the product problem during the live broadcast, and "Sister Northeast Yu" and her husband were emotional and wiped away tears, emphasizing that if there is a problem with the product, they will lose their fortune and pay for it.
According to the live broadcast data, within half an hour of the broadcast, the number of viewers in the live broadcast room reached 100,000+. In addition, the live broadcast reward function was turned on in the live broadcast room.
On the evening of September 30, "Sister Northeast Yu" issued an apology statement again, saying that the sweet potato vermicelli sample product had been sent to the national standard quality inspection department, and the proportion of sweet potato flour and tapioca flour had not been detected for the time being, but sulfur dioxide and other items met safety standards.
The statement also mentioned that the official test results could not come out in time due to the National Day holiday. However, all the sweet potato vermicelli sold through the "Northeast Sister Yu" account can be refunded at the original price through the order link.
It wasn't until the results of the investigation were released that the curtain finally came down.
According to Feigua data, as of 14 o'clock on October 12, the number of Douyin fans of "Sister Northeast Rain" was 22.634 million, and nearly 2 million fans have been lost within a month.
Sister Northeast Yu has overturned many times
And this is no longer Sister Northeast Yu overturned because of product problems.
In December last year, Sister Yu sold the "Northeast Native Wandering Goose" at a price of 99 yuan, and then was questioned by many bloggers about using a goose with a lower market price to pretend to be a goose. There is a suspicion of mismatch and false publicity.
After that, Sister Northeast Yu opened a live broadcast to prove her innocence, responded to questions, and promised to pay three for one false, before the incident gradually subsided.
After the goose incident, on September 4 this year, Sister Yu released a video of a rice field crab.
In the video, she and her teammates stand in a rice paddy field and catch crabs from the mud. But it soon attracted doubts, and experienced netizens said, "The size of rice field crabs is not so big", "catching crabs should be caught on the shore after dark". Subsequently, Sister Northeast Yu silently deleted the video.
Three days later, Sister Yu responded on a live broadcast: "The crab was indeed put into the rice field, and it was not a rice field crab, but a crab from the Panjin Reservoir." The reason for posing for the photo was that he was invited by the platform to promote the river crabs in his hometown Panjin during the harvest festival, but due to time and scene constraints, he had to take some means to shoot. ”
The posing incident did not seem to have affected Sister Northeast Yu, and in the two live broadcasts that day, its cumulative sales reached 10 million to 15 million.
At the end of 2023, Sister Northeast Yu became popular on the Internet with the character of "Wolf Warrior Version of Li Ziqi", and she became the top of the rural track all the way.
Tianyancha shows that since 2023, Sister Yujie and her husband in Northeast China have established a number of companies, including "Liaoning Yujie E-commerce Live Incubation Base Co., Ltd.", "Benxi Manchu Autonomous County Yujie Food Factory", "Liaoning Yuhui Agricultural Science and Technology Development Co., Ltd.", "Benxi Changfeng Yujie Native Products Commercial Bank" and a total of 5 companies.
With the increase in popularity, Sister Northeast Yu started the road of live broadcasting, selling local agricultural products, helping villagers to open up markets, and also participated in the recording of many variety shows such as "The Big Hit is Coming" and "Variety Show 100%".
Although there have been controversies about posing and counterfeiting during the period, Sister Yu's career is indeed thriving. Feigua data shows that since 2024, "Northeast Sister Yu" has a total of 28 live broadcasts, with cumulative sales of more than 100 million.
Even, on the eve of the National Day, some netizens posted that Sister Yujie in Northeast China spent 16 million yuan to build a live broadcast incubation base for Sister Yu's e-commerce in Liaoning Province.
Until the recent sweet potato flour incident, the character of Sister Yu in Northeast China was also exposed. The so-called rural daily life is actually the Internet celebrity company behind it renting houses in the countryside in order to create a personality.
According to the locals, Sister Yu's small courtyard is actually rented for 200 yuan a month, and selling tofu is a character design, and many of the villagers are also actors in Sister Yu's team in the Northeast.
Ironically, the MCN column of the Northeast Yujie's Douyin homepage has the word "integrity" written on it.
Big anchors frequently overturn, and the chaos in the live broadcast industry is still there
Since the beginning of this year alone, there have been frequent "collapses" of anchors with goods, including some super heads.
Take Brother Xiao Yang as an example, the "Meicheng moon cakes" brought in his live broadcast room were exposed to be suspected of false publicity.
The bloody case caused by a moon cake also became the fuse of Xiao Yang's turmoil, so there were hairy crabs, trough meat, fake Moutai, and three no hair dryers.
Cicada mother data shows that in just about a month and a half from September 1 to October 12, Brother Xiao Yang has lost a total of 5 million fans. The three sheep also came to an end because they were fined 68.9491 million yuan and suspended for rectification.
In addition, Luo Wangyu, who has a Douyin beauty brother, was suspected of false publicity for bringing CSS olive essence in July, and finally announced his withdrawal from the network because of a sky-high refund of 150 million.
In the Mid-Autumn Festival this year, the "Fendi Casa" moon cakes sold by Luo Yonghao also encountered consumer complaints about suspected false advertising, and were accused of being a "fake foreign devil" brand. Make a friend urgently launched a special investigation, Luo Yonghao issued an apology, and took the initiative to refund one and compensate three for consumers.
In addition to the frequent overturning of goods, the personalities of these big anchors have also collapsed one after another.
Taking recent events as an example, Dong Yuhui made obvious factual errors during the live broadcast, such as claiming that Marie Curie discovered uranium, invented the X-ray machine, and won the Nobel Prize for Literature, which called into question his character as a "cultural person".
In addition, there is also Xiaoying, an Internet celebrity who has exploded this year.
But just a few days ago, the Internet celebrity "Xiaoying Family" was revealed to be associated with 4 companies under his name. Third-party data also shows that the average sales of Xiaoying's account live broadcast are about 25 to 500,000 yuan, and the income exceeds one million in 30 days, and the sales can exceed 10 million in the past year. Many people questioned that she deliberately created suffering, and the content presented in the video was "scripted" and "there was a team" behind it.
The successive rollover accidents of anchors have ruthlessly uncovered a chaotic corner of the live streaming industry, and the trust between consumers and anchors is gradually crumbling, and the trust crisis in the industry needs to be solved urgently.
As written in "The Beheaded Queen", "All the gifts in fate have already been secretly marked with a price". The Internet is not a place outside the law, and all platforms and regulators must play their own duties and functions, and the live broadcast room of big anchors must not only have sales and traffic, but also have a clear red line, and once involved, no matter who it is, must pay the price for "madness". And the incident of Sister Yu in the Northeast is bound to sound the alarm for the anchors.