抖音同意三只羊复出经营 开新账号

Bottom line: The core outcome of this news is that Three Sheep has been approved to return on Douyin, but the return is structured as closing its original account and registering a new one, and its early operations remain subject to visible restrictions.

1. Key facts: In September 2024, Three Sheep was suspended for violating laws, regulations, and platform rules, and was ordered to rectify and handle consumer after-sales compensation. After the Hefei Municipal Market Supervision Administration reported that the rectification met requirements, Douyin approved the cancellation of the original account and the registration of a new account to resume business.

2. Consumer note: After-sales compensation was part of the rectification requirements, meaning relevant earlier consumer disputes should have entered the processing pipeline. Since the return is on a new account, consumers should verify the official new account when purchasing.

3. Current developments: In 2025, the personal accounts of Qiaomei, Lao K, and Zuige, as well as the Xiaoyang Zhenxuan account, have livestreamed, with per-session sales under 500,000 yuan. Crazy Dayangge and Xiaoyangge themselves have not appeared on camera.

4. Points to watch: The Xiaoyang Zhenxuan account still cannot be followed and has 8.85 million followers. An independent app has also been launched, mainly offering food, beverages, daily necessities, and skincare, with paid membership providing discounts and priority benefits.

Bottom line: Brand owners can see from Three Sheep's return how a top influencer brand rebuilds distribution channels and explores private domains after a crisis. The central lesson is not to anchor brand equity in a single account or a single streamer.

1. Marketing and channels: After the suspension, Three Sheep resumed livestreaming in 2025 through streamers' personal accounts and the official Xiaoyang Zhenxuan account, forming a multi-account matrix. Since Crazy Dayangge and Xiaoyangge did not appear on camera, brands considering cooperation with such teams should reassess the actual traffic and conversion value when the core IP is missing.

2. Pricing and membership: Xiaoyang Zhenxuan launched an independent app covering food, beverages, daily necessities, and skincare, using a paid membership system to offer exclusive discounts and priority services. This suggests the brand is trying to drive repurchase through member segmentation and private-domain benefits rather than relying purely on live-stream promotions.

3. User behavior observations: Although the Xiaoyang Zhenxuan account is prohibited from being followed, it still has 8.85 million followers, showing sustained user attention. The fact that consumer after-sales compensation was set as a prerequisite for restoring operations also shows that user reputation and after-sales experience have become decisive variables for a brand's ability to resume business.

Bottom line: The biggest takeaway for sellers from the Three Sheep case is that a suspension on a platform like Douyin does not mean permanent exit, but rectification, compliance, and consumer compensation are the prerequisites for return. Merchants should treat crisis response as part of their operating capability.

1. Policy interpretation: Douyin suspended the account based on laws, regulations, and platform rules, and then, based on the Hefei market regulator's rectification notice and approval from relevant authorities, allowed the original account to be cancelled and a new account to be registered to resume operations. Sellers can see that the platform has both punishment and recovery mechanisms, with passing regulatory inspection as the key condition.

2. Risks and impact: After the suspension, core accounts were banned from being followed, Crazy Dayangge and Xiaoyangge did not appear, and the accounts of Qiaomei, Lao K, Zuige, and Xiaoyang Zhenxuan recorded per-session sales of only within 500,000 yuan, indicating that traffic and conversion shrink significantly after a reputational incident, with the early return stage limited to small-scale testing.

3. Lessons: Using a matrix of multiple streamer personal accounts and official accounts can keep a sales window open when the main account is restricted; using an independent app plus paid membership is an attempt to reduce dependence on platform traffic.

4. Opportunity signals: Xiaoyang Zhenxuan focuses on food, beverages, daily necessities, and skincare—categories with high purchase frequency and strong repurchase, well suited to membership-based curation. Sellers can look for collaboration or supply opportunities through after-sales assurance, product assortment, and membership benefits.

Bottom line: Factories can see from Three Sheep's return and Xiaoyang Zhenxuan's product layout that supply-chain demand is shifting: after a livestream e-commerce merchant resumes, it is more likely to test products through multiple accounts and channels, and orders may shift from mega-hit products to small-batch, quick-response runs.

1. Categories and production needs: Xiaoyang Zhenxuan's independent app mainly operates in food, beverages, daily necessities, and skincare—products suited to high-frequency repurchase and family combo packs. Factories can design packaging formats, bundle sales, and membership-exclusive SKUs to fit the curation logic of membership-based e-commerce.

2. Orders and capacity planning: With current single-session sales under 500,000 yuan and core streamers not appearing, early-stage sales scale is limited. Factories should not prepare inventory based on past expectations of top-streamer explosive sales; they should strengthen flexible production, small-order quick turnaround, and shared inventory risk.

3. E-commerce digitalization insights: Three Sheep only resumed after rectification and after-sales compensation, which reminds factories supplying livestream merchants to improve qualification documents, batch records, and after-sales traceability, using digital records to meet platform compliance requirements and reduce the risk of being affected by streamer reputational issues.

Bottom line: Service providers can identify two types of demand from the Three Sheep case: account compliance and crisis-response services, and private-domain membership plus multi-account matrix operations.

1. Client pain points: Livestream accounts may be suspended due to external penalties and after-sales problems. During the return process, merchants need to handle original account cancellation, new account registration, rectification documentation, and consumer compensation. Service providers can offer crisis PR and compliance consulting to shorten the suspension period.

2. Solutions: During the return phase, multiple accounts are livestreaming at the same time, requiring content planning, livestream operations, account-tier management, and cold-start traffic. The Xiaoyang Zhenxuan account is banned from being followed but still has 8.85 million followers, suggesting service providers can design strategies for operation under follow restrictions, such as using streamer personal accounts to drive traffic.

3. Industry trends: Single-session sales under 500,000 yuan indicate that the top-streamer effect is weakening, while independent apps plus paid membership represent the private-domain e-commerce trend. Service providers can build capabilities in member mall construction, user-tier operations, cross-platform member integration, and after-sales data services.

Bottom line: Douyin's handling of Three Sheep's return demonstrates its correction mechanism under public opinion and regulatory pressure, and provides a concrete reference for platform operators to improve merchant governance, new-account management, and risk prevention.

1. Latest platform approach: The platform did not impose a one-size-fits-all ban on the non-compliant merchant. Instead, within the legal and rule framework and with approval from relevant authorities, it allowed the original account to be cancelled and a new account to be registered to resume operations. This provides a replicable procedural template for platforms handling violations by existing merchants.

2. Operations management: The platform required the merchant to first complete rectification and properly handle consumer after-sales compensation, indicating that platforms should treat after-sales complaint resolution as a core condition for resuming operations. For newly registered accounts, restrictions such as banning follows can remain in place to observe whether the merchant truly builds compliant operating capability.

3. Risk prevention: Current returning accounts have per-session sales under 500,000 yuan and core streamers are not appearing, showing weak traffic recovery. Platform operators should guard against historical violators using new accounts to regain business space, and should implement related-account identification and credit history continuity in merchant recruitment and operations management.

Bottom line: The Three Sheep case provides a typical case for studying livestream e-commerce platform governance, regulatory coordination, and merchant recovery mechanisms. The following dimensions deserve attention.

1. New industry trends: The handling method has evolved from a simple suspension to a closed loop of suspension, rectification, regulatory inspection, old account cancellation, new account registration, and business resumption. Platform rules and local market regulator notices are interlocking, forming a new governance chain.

2. New questions: Account-level violations coexist with matrix accounts continuing to stream. The Xiaoyang Zhenxuan account is banned from being followed but already has 8.85 million followers, and the independent app plus paid membership builds a private domain outside the livestream e-commerce system. This raises new issues around identifying responsible entities and business model evolution.

3. Policy implications: Resuming operations depends on proper handling of consumer after-sales compensation, showing that regulators and platforms place consumer rights protection ahead of traffic revenue. Researchers can continue to observe the boundaries of authority among relevant department approval, platform review, and market regulator notifications, as well as how historical violations are traced under the new-account model.