What might sound like a sensational movie plot has become a disturbing reality in China's livestream shopping scene. Popular influencer "Crazy Little Yang" finds himself at the center of another controversy—this time involving children's shoes containing hazardous chemicals.
The Toxic Truth Behind the Products
Professional consumer rights advocate Wang Hai recently exposed that "Mi Bu" brand children's shoes sold through Crazy Little Yang's livestream contained phthalate levels 161 times above national safety standards . These chemicals are internationally recognized as carcinogens, with long-term exposure potentially causing early puberty, kidney damage, and other serious health risks in children.
A Repeat Offender
Corporate records reveal the manufacturer, Wenzhou Mi Bu E-Commerce Co., has prior violations. In September 2021, the company was fined 83,000 yuan ($11,500) for selling phthalate-laced children's shoes. Despite this history, the products continued to be promoted through major livestream channels.
Silence Amid Rising Sales
While the influencer remained silent on the allegations, the controversial shoes remained available with over 30,000 units sold . The lack of response raises serious questions about accountability in China's booming livestream commerce sector, where sales often eclipse safety concerns.
The "A/B Product" Deception
The scandal highlights an industry-wide practice where different product batches are shown to livestream audiences versus what actually reaches consumers. When complaints arise, companies allegedly submit compliant samples for testing while continuing to ship substandard goods—a tactic that leaves buyers trapped in endless disputes.
Systemic Failures in E-Commerce Oversight
Livestream shopping platforms, originally designed to connect consumers with quality products, have increasingly become conduits for hazardous goods. Influencers enthusiastically promote items during broadcasts but often disappear when problems surface, eroding trust in the entire industry.
Legal experts emphasize that hosts bear joint liability for product safety under Chinese law, yet enforcement remains inconsistent. Without stronger regulatory action, consumer protection largely depends on public pressure rather than systemic safeguards.
Rebuilding Trust Requires Multi-Stakeholder Action
Addressing these challenges demands coordinated efforts:
Regulators must impose stricter penalties to deter violations
Platforms need robust vetting systems and blacklisting mechanisms
Influencers should prioritize due diligence over sales commissions
Consumers must remain vigilant and assert their rights
This incident serves as a stark reminder that livestream commerce must balance commercial success with social responsibility. Only through collective accountability can the industry ensure product safety and rebuild consumer confidence.