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at the beginning, everything seemed to be under control. the team of "taiyuan laoge" created huge commercial value for its brand in thailand by relying on live streaming. the 1.8 million booking fee was paid off by the "shangtong" team. however, later, the "shangtong" team returned to china for official reasons, leaving zhou shenghui and the company's capital chain broken and suffering heavy losses.

in order to make up for the losses, zhou shenghui once again invested a lot of money in the live broadcast to bring goods, a total of about 8 million, which also included the travel expenses of the staff and the related expenses of suppliers preparing goods in advance. however, the final transaction data showed that with a transaction of 4 million, zhou shenghui suffered heavy losses, and even the loss due to expired products had not yet been fully calculated.

faced with huge losses, zhou shenghui negotiated again with the "shangtong" team and finally refunded 600,000 yuan. however, this kind of "brushing fraud" behavior has caused new problems. he found that some orders were purchased with the highest setting of 99, and then crashed, and some were returned after shipment, which all pointed to violations.

zhou shenghui reported the case to the local economic investigation department in yantai and finally revealed the truth about the "billing fraud" by collecting a large amount of data and evidence. he discovered that the live broadcast of the "shangtong" team was not just a commercial promotion, but contained the secret of fraud.

this incident triggered a reflection in the industry on the influence of internet celebrities. many people in the industry pointed out that the essence of internet celebrities selling goods is to exchange quantity for price, relying on the distribution of benefits in exchange for quantity. however, when faced with large-scale and well-funded enterprises, small and medium-sized brands often find it difficult to succeed because consumer trust is not high.

there may be a deeper problem behind the “brushing fraud” behavior. it reveals the behind-the-scenes behind internet celebrities bringing goods, and may also trigger people’s thinking about market mechanisms.