China's livestream shopping industry, once a beacon of retail innovation, is grappling with declining growth rates and rising scandals over product quality and false advertising.
The industry's valuation of 4.9 trillion yuan is heavily reliant on celebrity hosts, whose controversial actions have prompted calls for stricter accountability and transparency.
Incidents involving livestream hosts like Yang, who faced fines for misleading promotions, underscore the risks of consumer deception and the need for regulatory reforms.
As user growth stalls and platforms like Douyin and Kuaishou report significant declines in their growth rates, the future of livestream shopping appears uncertain.
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