网红柴怼怼摊上事了 注销大批公司

This article details the full saga of internet influencer "Chai Dui Dui" (Chai Forward), whose fake anti-counterfeiting scheme was ultimately exposed, uncovers the gray industry chain of "fake anti-counterfeiting" online, and outlines key precautions for general internet users and content creators.

1. Full timeline of the incident: Chai Forward, an influencer who built his following around anti-counterfeiting claims, fabricated information to falsely smear the jade business of well-known retail chain Pondel, all to drive traffic to his own jewelry business. He was ultimately ordered to pay Pondel 2.6 million yuan in damages. Separately, he was detained by police for selling dyed, counterfeit jade. To date, he has deregistered seven affiliated companies, and the case has been added to the official court case library.

2. Key takeaways for the general public: The internet is not a lawless zone. Consumers should stay alert to bloggers who harvest traffic under the banner of "anti-counterfeiting" or "exposing corruption" while selling counterfeit goods themselves, and avoid being led by emotional narratives. Aspiring content creators should never grow their following and monetize through smearing and spreading rumors—profiting from emotional manipulation will ultimately backfire.

This article exposes a new brand reputation risk in the influencer ecosystem: "fake smears, real competition," and shares actionable experience for brands responding to online defamation.

1. New risks facing brands: A growing number of mid-tier and small bloggers falsely target well-known brands under the guise of "anti-counterfeiting" or "questions" to generate controversy, grow their following, and divert traffic to their own competing businesses. This practice damages brand reputation and directly hurts sales. In the Chai Dui Dui case, Pondel saw increased jade product returns and negative impacts on its in-store operations.

2. Actionable lessons for brand rights protection: Pondel followed a compliant response path: it first publicly clarified the facts and stated its position, filed complaints with the platform to remove infringing content, preserved all evidence including engagement data and operating losses, and ultimately filed a lawsuit. It won the case and secured the 2.6 million yuan in damages.

3. Current favorable regulatory conditions: Major platforms have rolled out new rules specifically targeting this type of malicious traffic poaching. Brands can leverage both legal avenues and platform rules to protect their legitimate rights and interests.

This article reveals the latest rule changes and operating risks in short-video e-commerce, and clarifies risk alerts and compliance guidance for all types of product sellers.

1. Latest platform rule updates: In December 2025, Douyin E-commerce officially updated its governance rules for "unauthorized traffic poaching for improper gains." The new rules explicitly state that accounts that consistently publish unsubstantiated anti-counterfeiting content and are repeatedly removed after complaints will have their commercial monetization capabilities—including e-commerce livestreaming and advertising partnerships—shut down entirely. A key enforcement target is the conflict of interest where creators claim to conduct anti-counterfeiting while selling competing products themselves.

2. Clear operating risk alerts: The old "fake anti-counterfeiting" playbook of gaining traffic through smearing, spreading rumors, and stoking emotions is now explicitly banned by both law and platform rules. Creators and sellers who profited from false marketing, such as Chai Dui Dui and Kuaishou creator Da Xin, have already faced penalties, even criminal charges.

3. Long-term operating opportunities: Compliant operations, fact-based content creation and product sales are the only path to long-term success. The space for malicious competition will continue to shrink, and only honest operations will earn recognition from both consumers and platforms.

This article exposes multiple types of misconduct in the online sales of non-standard consumer goods, and provides operating insights and risk alerts for manufacturing factories building online sales channels.

1. Insights for product manufacturers: Consumers now place growing importance on product quality and brand integrity. Counterfeiting, false pricing, and false marketing will eventually be uncovered and punished. For example, Chai Dui Dui sold dyed Hetian jade: consumers paid 40,000 yuan for 12 pieces, which were appraised at a total value of only 3,509 yuan. The operators involved were ultimately detained by public security authorities.

2. Risk alerts for online traffic operations: If factories operate their own content accounts to drive traffic, they should never attempt to grow followers by maliciously targeting competitors and poaching traffic through rumors. This practice constitutes commercial defamation, is explicitly banned by law, and can lead to hefty compensation and operational penalties.

3. Compliance guidance: When selling online, factories must improve product sourcing and quality inspection processes, and clearly label product information. When facing malicious defamation, factories should promptly preserve evidence and protect their rights to avoid excessive damage to operations and brand reputation.

This article uncovers new pain points and industry governance trends in content e-commerce, and points out new business directions for service providers serving brands and creators.

1. Core pain points exposed in the industry: The "fake anti-counterfeiting" gray industry chain has become widespread. Large volumes of malicious defamatory content not only infringe on the rights of legitimate brands, but also erode the trust foundation of the entire content e-commerce ecosystem. Brands have an urgent demand for support responding to malicious public opinion and protecting their rights, while platforms need help removing non-compliant content.

2. Clear industry development trends: Leading platforms have already updated their rules to strengthen governance over unsubstantiated, malicious anti-counterfeiting and smearing content. Compliant content creation will become the industry mainstream going forward, and the space for harvesting fake traffic through emotional manipulation will continue to shrink.

3. New business opportunities for service providers: Service providers can develop solutions centered on brand online public opinion monitoring, preservation of malicious infringement evidence, coordination for brand rights protection, and compliance content training for creators. These offerings meet the real needs of brands and creators, and align with the direction of industry governance.

This article discloses the problem of malicious traffic misconduct in current content platform ecosystems, shares mature reference experience for platform governance, and offers insights for platform operations and risk mitigation.

1. Core issues in current platform ecosystems: Some creators leverage public trust in anti-counterfeiting efforts to generate controversy and stoke public anger for traffic under the banner of "anti-counterfeiting" or "exposing corruption." Many divert traffic to their own businesses by smearing competitors in the same product category. This practice not only infringes on the rights of legitimate merchants, but also damages user experience, and will erode the trust foundation of the entire platform over time.

2. Referenceable latest governance practices: In December 2025, Douyin E-commerce updated its relevant governance rules, explicitly shutting down commercial monetization capabilities for repeatedly violating accounts that publish unsubstantiated anti-counterfeiting content. It prioritizes cracking down on accounts with a conflict of interest that claim to conduct anti-counterfeiting while selling competing products, offering a clear governance framework for reference.

3. Insights for platform operations: Platforms must clarify rule boundaries, distinguish legitimate public oversight from malicious smearing, increase penalties for accounts that spread malicious rumors, and protect the legitimate rights and interests of compliant merchants. Only this approach can avoid industry-wide trust crises and ensure the long-term, healthy development of the platform.

This article exposes a newly emerged gray business model in the internet content industry, and provides a typical case for judicial and industry governance research, offering high reference value for internet industry research.

1. New industry trends: Under the current short-video traffic recommendation algorithm, a gray "fake anti-counterfeiting" business model has emerged. Creators position themselves as champions of justice, stoke public anger to gain traffic, then monetize through livestream sales, advertising, and paid knowledge products. Most divert traffic to their own businesses by smearing competing peers, making this practice essentially unfair commercial competition.

2. New problems exposed in the industry: This model exploits the characteristics of platform traffic recommendation algorithms: emotionally charged, anger-driven content spreads faster than rational content. In the early years, it lacked clear regulatory constraints. It not only infringes on the rights of merchants and consumers, but also undermines the integrity system of the entire market.

3. A new governance sample: This case has already been selected as an official judicial example, and Douyin has issued targeted new governance rules. It provides a new typical case for research on internet content governance and unfair competition regulation, and offers empirical support for future related policy research.