# reputation risk

Livestream Smear and Corporate Freefall: How a Social‑Media Feud Pushed Xibei to the Brink

A months‑long dispute between influencer Luo Yonghao and Xibei chairman Jia Guolong over whether Xibei serves ‘‘pre‑made’’ food has driven a severe drop in customers and the planned closure of over 100 stores. The episode spotlights the clout of livestream personalities, gaps in regulation over pre‑made food, and a tightening of platform moderation as China seeks clearer rules for such public confrontations.