The Fall of Northeast Yu Jie's Livestream Empire: A Trust Crisis Sparked by "Pure Sweet Potato Noodles"

The Fall of Northeast Yu Jie's Livestream Empire: A Trust Crisis Sparked by "Pure Sweet Potato Noodles"Northeast Yu Jie, a northeastern woman who rapidly rose to fame on livestreaming and short video platforms, captivated millions of followers with her boisterous personality and the stark contrast between her lifestyle and that of her husband, "Lao Kuai." This built a massive livestreaming e-commerce empire generating over 100 million yuan in sales

The Fall of Northeast Yu Jie's Livestream Empire: A Trust Crisis Sparked by "Pure Sweet Potato Noodles"

Northeast Yu Jie, a northeastern woman who rapidly rose to fame on livestreaming and short video platforms, captivated millions of followers with her boisterous personality and the stark contrast between her lifestyle and that of her husband, "Lao Kuai." This built a massive livestreaming e-commerce empire generating over 100 million yuan in sales. However, a livestream selling "pure sweet potato noodles" brought this empire crashing down, triggering a major trust crisis and once again thrusting the issue of false advertising in the livestreaming industry into the spotlight.

Yu Jie's success was inextricably linked to her unique persona and family dynamic. Standing at 1.8 meters tall, she projected a "strong woman" image on camera, "carrying iron pipes, buckets, pigs, and large copper hot pots," while her husband, Lao Kuai, provided a contrasting image of carefree leisure, creating a unique family dynamic that attracted and captivated audiences. From 2024 to the present, Yu Jie and Lao Kuai have conducted 28 livestreaming sales events, achieving cumulative sales exceeding 100 million yuan. Each livestream attracted an average of 4 million viewers, resulting in staggering commercial value: a 60-second advertisement cost 1 million yuan, and over 60 seconds cost 1.2 million yuan. This demonstrates Yu Jie's immense influence and commercial appeal in the short video sector.

However, this seemingly solid business empire crumbled due to a livestream selling sweet potato noodles. During the livestream, Yu Jie confidently assured viewers that the noodles were made purely from sweet potatoes, without any additives, boasting a clean and simple ingredient list. Trusting Yu Jie and her confident "10,000-fold compensation for fakes" promise, many netizens placed orders, some even purchasing large quantities for personal use or gifts.

Upon receiving the product, however, some observant netizens discovered a problem. While the ingredient list didn't mention tapioca starch, professional testing revealed that the noodles contained up to one-third tapioca starch. This discovery quickly sparked outrage online.

Initially, Yu Jie's response was quite firm, leaving some netizens with the impression of deliberate concealment. Some initially remained skeptical, dismissing it as malicious slander. However, as more evidence emerged, Yu Jie eventually admitted to the addition of tapioca starch, explaining it was to improve texture. While she claimed tapioca starch wasn't directly harmful, she acknowledged that long-term consumption of excessive amounts could burden the digestive system. She promised to remove the product and refund consumers.

However, Yu Jie's explanation failed to quell the netizens' anger. Many felt she was downplaying the issue, rendering her previous "10,000-fold compensation for fakes" promise meaningless. Netizens began scrutinizing her past livestream sales, uncovering further problems. For example, the "Panjin rice paddy crabs" she sold previously were found to have discrepancies between the promotional video and the actual product, with differences in the crabs' appearance and harvesting time compared to genuine Panjin rice paddy crabs. Similar issues arose with previously sold geese.

Amid the swirling controversy, a more shocking truth emerged Lao Kuai, far from being the idle figure depicted in the videos, was the mastermind behind Yu Jie's livestreaming empire. Lao Kuai's real name is Bai Guohui, a film school graduate who managed all aspects of Yu Jie's account, including planning, operations, and marketing. He meticulously crafted Yu Jie's image as a "straightforward northeastern woman" and leveraged this image and the trust it generated to amass immense profits.

According to netizen investigations, Lao Kuai owns 28 related companies involved in trade, advertising, media, and e-commerce, controlling a business empire with assets exceeding 100 million yuan. Yu Jie was less a successful livestreamer and more a successful case study in Lao Kuai's meticulous packaging and operation.

The "pure sweet potato noodles" incident caused Yu Jie's livestreaming empire to collapse overnight, erasing her hard-earned trust and reputation. The aftermath remains uncertain, with Yu Jie's future in livestreaming unknown.

This event serves as a wake-up call for the entire livestreaming industry. False advertising, product quality issues, and other irregularities severely harm consumers and damage the online ecosystem. Relevant authorities should strengthen regulation, crack down on false advertising, protect consumer rights, and purify the online livestreaming environment to ensure the healthy and sustainable development of the industry. Consumers should also be more vigilant and consume rationally, avoiding blind following of trends.

This trust crisis is not merely a simple product quality issue, but a profound reflection on the business model, regulatory mechanisms, and consumer protection within the livestreaming industry. Yu Jie's experience serves as a warning to other livestreamers and a cautionary tale for consumers: don't be misled by a flashy image, consume rationally, and choose carefully to avoid unnecessary losses. The future requires collaborative efforts to address the trust crisis, establish better regulatory mechanisms, and protect consumer rights. This is not just Yu Jie's problem; it's a significant challenge the entire industry must confront and resolve to pave the way for a healthier, more regulated, and sustainable livestreaming sector.

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