# livestream e-commerce
Latest news and articles about livestream e-commerce
Total: 3 articles found
China's 'Oriental Selection' Takes Copycat Shop to Court — A Test for Brand Protection in Livestream Commerce
Oriental Youxuan — the company behind the popular Oriental Selection livestream brand — has sued a Xi'an individual merchant called Zhenxuan Jubao for unfair competition. The Xi'an Xincheng People's Court issued service by public notice and scheduled an open hearing after the evidence phase, highlighting broader tensions over name imitation in China's livestream e‑commerce sector.
Why Selling Spring Couplets Turned a TV-Host-Turned-Streamer Into a Target: The Politics of China’s Live‑commerce Shake‑up
A minor livestream sale of inexpensive spring couplets by popular host Dong Yuhui ignited disproportionate criticism framed as cultural and social harm. The episode exposes a deeper conflict between entrenched distribution interests and a rising class of livestream anchors whose factory‑to‑consumer model lowers prices and challenges incumbents' margins.
Shuibei Shock: How a Livestream Gold Platform’s High‑Leverage Bets Triggered a Tens‑of‑Billions Crisis
A livestream‑built Shenzhen gold retailer, Jieweirui, suspended withdrawals after leveraged, option‑style products it sold to retail customers blew up amid sharp rises in precious‑metal prices. The firm's unlicensed, high‑leverage mini‑program ecosystem created large asymmetric exposures and possible illegal fundraising, affecting investors across many provinces and threatening Shuibei’s reputation as a jewellery hub.