Recently, CCTV News hit a heavy blow that completely overturned "Youthit Australia". The so-called address of the Melbourne factory in brand promotion is actually a car repair station, and some of the products are actually domestic OEM manufacturing, suspected of full chain fraud. The brand story is fabricated, the awards are bought, and the experts and internet celebrities are hired.

Not only this fake foreign brand, but also a group of internet famous e-commerce companies have been hit hard. According to multiple media reports, after the escalation of the Yousiyi incident, several e-commerce influencers and top live streaming rooms, including Dong Yuhui, Chen Yanxi, and Li Ruotong, urgently apologized and initiated full compensation in advance. Among them, the "Walking with Hui" live streaming room, as one of the largest sales channels of Yousiyi, contributed sales of over 10 million yuan and sold 75000 to 100000 orders, accounting for nearly 40% of the brand's total sales. Dong Yuhui has repeatedly emphasized in live broadcasts the importance of "strict selection", "monthly testing fees of millions", and "sending people to conduct on-site factory inspections" as an endorsement of product quality. After the incident was exposed, a large number of consumers flooded into the comment section of Dong Yuhui's personal account to inquire about after-sales service. The account lost over 144000 followers in the past 30 days.

Yousiyi, which claims to be a big brand, is actually commonly referred to as a "white brand" in the industry. They often adopt a low-cost, high premium business strategy. Their products are usually produced by domestic OEM factories to ensure low costs. For example, a bottle of lutein usually costs only 30-40 yuan to leave the factory, but can be sold at a high price of over 100 yuan. White label lacks long-term accumulated popularity or genuine quality endorsement, often relying on the identity packaging of "foreign brands", creating a high-end image by registering shell companies overseas, purchasing international awards through fictitious origin, hiring experts or internet celebrities for endorsement.

The white label operation mode has a long history, from the Oudian flooring exposed at the CCTV 315 Evening Gala in 2006 to the Da Vinci furniture exposed by CCTV's "Focus Interview" and other programs in 2011, most of them adopt this "foreign coat" self promotion mode. In 2006, Oudian Flooring promoted itself as a German company with a history of 103 years, but in reality it is a local enterprise with only 6 years of history. Oudian's so-called German headquarters is a company that has nothing to do with Oudian.

In recent years, the business model of Baipai has evolved and increasingly relies on influencers for sales and the "grass planting" system. They often first place a large number of KOL/KOC (opinion leaders/key opinion consumers) soft articles on various social media platforms to create real user reputation, and then find top internet celebrities or celebrity live streaming rooms for high commission conversion. One live stream can achieve sales of hundreds of thousands or even millions.

Due to the huge profit margin of white label brands, their marketing expenses can account for more than half of their revenue. They are willing to offer commissions of 30% -50% or even higher on sales, far higher than mainstream big brands, in exchange for rapid sales growth. The content based language of internet celebrities can package "fake foreign stories" with more trust, and high commissions give anchors the motivation to strongly recommend them. In recent years, this model is particularly common in health care products, beauty products and other categories, and Yousiyi is a typical model of this model.

After the "collapse" of Yousiyi, it seems that the internet celebrity was "tricked by the white card" on the surface, as many netizens lamented, "Even Teacher XX has taken a look away. ?Internet celebrities seem to have become victims of this fake foreign card scam. But internet celebrities are not simply victims. The combination of internet celebrity e-commerce and white label has a natural basis for cooperation, and the two often have a highly matched business model.

On the one hand, internet celebrities and e-commerce sellers have never sold simple products, but rather the sentiment and endorsement of "teacher recommendation, strict selection and reliability". Fans are willing to pay for it because they believe in the host. Top e-commerce influencers and live streaming rooms are facing pressure to maintain high GMV (total order transaction amount), and need to constantly seek high commission, high gross profit products to monetize traffic and cover operating costs. And white brands can perfectly meet these needs: extremely low production costs, huge gross profit margins, and willingness to offer commission rates far higher than mainstream big brands; At the same time, such products often have flexible supply chains, easy to package stories, and can quickly respond to high-frequency listing and product selection needs in live streaming rooms.

White cards also rely on internet celebrities. White brand itself has almost no brand power and can only rely on external IP endorsement to achieve high premium monetization. The content driven marketing tactics of internet celebrities can vividly and convincingly tell packaging stories such as "Australian imports," "international awards," and "precision nutrition," greatly reducing consumers' vigilance. The two form an efficient profit loop: internet celebrities provide trust traffic and endorsement, while white cards offer high profit sharing and ready-made stories, both of which can achieve rapid monetization in the short term.

On April 2nd, the State Council Food Safety Office, the State Administration for Market Regulation, and the General Administration of Customs held talks with three platform enterprises involved in the illegal marketing of "Yousiyi" health products reported by China National Radio, demanding strict implementation of their main responsibilities, strengthening the review and control of cross-border e-commerce enterprises within the platform, enhancing the management of goods sold within the platform, and effectively safeguarding the legitimate rights and interests of consumers. At the same time, some live streaming e-commerce platforms are also shifting towards self operation or deep control of the supply chain, gradually reducing their dependence on white cards. After the collapse of Yousiyi, the live streaming e-commerce industry may usher in a necessary "self purification" and upgrade.