On September 23, a blogger posted a video saying that he bought the sweet potato vermicelli in the live broadcast room of "Sister Northeast Yu" and sent it for inspection, "It was found that the sweet potato vermicelli was mixed with tapioca starch and there was no sweet potato ingredient", which attracted widespread attention from netizens.
On October 12, the Market Supervision Bureau of Benxi County, Liaoning Province confirmed that the samples of sweet potato vermicelli sent for testing by Benxi Yujie Media Co., Ltd., which belongs to the Internet celebrity "Northeast Yujie", were not detected with sweet potato origin, and it is planned to decide to confiscate illegal gains and fine a total of 1.65 million yuan to Yujie Media.
What is the process of the punishment of "Sister Northeast Yu"? Is the "Northeast Rain Sister" outside the short video the same on the outside of the video? What is the use of registering more than 20 companies?
Does "Sister Northeast Yu" know about the composition of sweet potato flour?
The sweet potato flour incident made "Sister Northeast Yu" go from being popular all over the country to being punished for false propaganda, which seemed to be the beginning of the incident, but in fact it was only the tip of the iceberg.
First of all, the sweet potato flour sample was not detected with sweet potato origin, but from cassava, which means that there was no sweet potato in the sweet potato flour at all. As the seller's "Northeast Sister Yu", does she know the ingredient of sweet potato flour?
On October 9, the reporter came to Benxi Manchu Autonomous County, Liaoning Province, where the "Northeast Yujie" is located, and the investigation team was in the stage of tackling tough problems at that time.
Hu Yibing, director of the Market Supervision and Administration Bureau of Benxi Manchu Autonomous County: When we went to the scene for inspection, we only had two packets, and they had already been seized for random inspection. On the one hand, it is to test whether it meets the national food safety standards for vermicelli, and on the other hand, it is to sample the content of sweet potato flour and tapioca flour. The results of the sampling were delivered to the samplers who sampled the samples.
However, this report alone does not confirm her false advertising violations, and law enforcement agencies need to find another key piece of evidence, which is whether she knew about the composition of sweet potato flour.
In order to find out the truth, the investigation team rushed to Chaoyang and retrieved relevant information on the cooperation between the manufacturer and the "Northeast Yujie".
The evidence brought back from Chaoyang completely changed the attitude of "Sister Northeast Yu" and also completely changed the conclusion of the investigation. Two days later, the Market Supervision and Administration Bureau of Benxi Manchu Autonomous County issued an announcement: it confirmed that "Sister Northeast Yu" had "made false or misleading commercial promotions" in the live broadcast and punished her.
Image source: CCTV news client
Is the home of "Sister Northeast Yu" in Moshiyu Village?
Sister Northeast Yu, whose real name is Chang Xiaoyu, is from Benxi County, Liaoning Province, and always appears in short videos with a capable and fierce image, and has gained more than 24 million fans in more than two years.
The main living place in its short video is a small village called Moshiyu, and many netizens questioned that "Sister Northeast Yu" is not a villager in the village, and the village is just a film and television base for shooting short videos.
Image source: CCTV news client
Local villagers said that "Sister Yu" is not from the village, and the house is rented for filming, and she usually does not live here. At the same time, the apprentices of "Sister Yu" also rented houses in the village, which were specially used to shoot short videos and live broadcasts.
In the eyes of the villagers, these people are not documenting rural life but acting on it.
"The pig trough and pot table were all built by her, and the farm work couldn't stop her." The villagers believe that "Sister Yu" is indeed a rural person, but she can do farm work, and she gradually finds that performing farm work in short videos is much more profitable than doing real farm work.
Image source: CCTV news client
What is the use of "Northeast Sister Yu" registering more than 20 companies?
In the investigation, the reporter also found that many companies were registered under the names of the "Northeast Sister Yu" and his wife. As an online anchor, what is the role of registering so many companies with live streaming? From shooting videos to live streaming to registering multiple companies, what is the ulterior secret behind the "business empire" of "Sister Northeast Yu"?
Through the public industrial and commercial registration information, the reporter found that there are more than 20 companies actually controlled by the "Northeast Yujie" couple. Except for a registered capital of 3 million yuan "Liaoning Yujie E-commerce Live Incubation Base Co., Ltd.", most of the companies are small and micro enterprises with a registered capital of 100,000 yuan. So, why do you want to register so many companies for live streaming? The reporter interviewed an industry insider who was once in charge of the public relations business of a head anchor, and in her opinion, this kind of operation is very common among big Internet celebrities.
Insiders in the live broadcast e-commerce industry said that in order to activate the economy and encourage entrepreneurship, there are many preferential tax policies for small and micro enterprises from the state to various places. Some big Internet celebrities have signed contracts with different manufacturers through a large number of small and micro enterprises, and the large contracts have been reduced to zero, so as to achieve the purpose of tax avoidance. After the development of big Internet celebrities accumulates a certain number of fans, more new Internet celebrities will be incubated to expand the volume of goods. At this time, these registered small companies play another function. There are many companies under a group, so what to do is to share the risk.
Image source: CCTV news client
In order to realize the potential huge commercial value of more than 20 million fans, the "Northeast Yujie" team carefully built a commercial network, but all these efforts came to naught after the problem "sweet potato powder" was exposed.
"Fake one pays 10,000" may be difficult to gain support
Because of "false or misleading commercial promotion" in the live broadcast, "Sister Northeast Yu" suffered a huge punishment. The manufacturer of the problematic sweet potato flour, Chaoyang County Liuhe Vermicelli Manufacturing Co., Ltd., was also ordered to suspend production and business, and fined 6.7176 million yuan. 【Details】
On the evening of the 12th, "Northeast Sister Yu" issued an apology statement on its Douyin account, and said that "there is a mistake, Sister Yu did not run".
However, in response to the issue that netizens are concerned about "Sister Yu of Northeast China" claiming to be fake and paying 10,000 yuan in the live broadcast, the joint investigation team of the incident said that when "Sister Yu" said that there was a premise that the sweet potato flour was "fake and 10,000 yuan" if it was marked with glue, it was not talking about the problem of tapioca flour. Combined with the complete context of the live broadcast, even if the consumer files a lawsuit with the court for "fake one pays 10,000", it is difficult to support the existing evidence.
"Sister Northeast Rain" is suspected of running away, and the latest response
Recently, some netizens posted a video saying that the filming base of "Sister Northeast Rain" was empty, questioning that she had run away.
The filming base of "Northeast Rain Sister". Source: Southern Metropolis Daily
Netizens posted a video saying that they visited the filming base of "Northeast Sister Yu" in Benxi, Liaoning Province, and found that the courtyard of the house was empty, leaving only some dilapidated props, and questioned that "Sister Northeast Rain" had run away. In addition, the social account of "Sister Northeast Rain" did not update its dynamics during the National Day holiday. Some netizens pointed out that "Northeast Sister Yu" is suspected of being replaced with accounts such as "Northeast Rural Life" and "Northeast Little Boss (Sister Yu's hometown daily life)".
In this regard, on October 8, the customer service of "Northeast Sister Yu" told the reporter of Nandu, "I didn't run away, there are always people at home to disturb me, Sister Yu moved out to live, and she didn't update the video because she was working overtime to deal with after-sales." As for the authenticity of the account change, the customer service only said "I don't know".
On October 12, the official account of Northeast Yujie Douyin issued an apology statement.
On the evening of October 12, Red Star News learned from the customer service of the anchor "Northeast Yujie" that the team had started the work of refunding one and paying three for consumers who purchased problematic vermicelli.
Source: China News Service (CNS1952) synthesized from CCTV news client, Governor of Chang'an Street, China News Service, etc
Editor: Li Yingna
Editor: Li Jing
Final review: Zhao Wen