In a recent incident that has sparked widespread debate and criticism, a well-known live-stream anchor on the Dong Fang Zhen Xuan channel in China faced a severe online backlash following his sarcastic and demeaning response to a customer’s inquiry. The anchor, known as Tianquan, dismissively implied that the customer, who had questioned the expiry date of an egg-yolk puff priced at 39.9 yuan (approximately US$5.6), probably couldn’t afford it on their daily wages.
This incident draws parallels to a previous controversial remark made by the “Lipstick King” Li Jiaqi in September. Li faced similar criticism after mocking viewers who hesitated to purchase a 79 yuan eyebrow pencil, questioning their work ethic and financial standing. Such comments from influential figures in the live-streaming world have raised concerns about the growing disconnect between online personalities and their audiences.
The fallout from Tianquan’s remarks was immediate and severe. During the live-stream on December 15, his frustration became increasingly evident as he resorted to further ridiculing viewers. His behavior escalated to the point where he threw his phone and exclaimed in anger about the company’s pricing strategy and the viewers’ reactions. This outburst led to a significant decline in the channel’s viewership, with a loss of 700,000 followers within just four hours.
In response to the mounting criticism, the Dong Fang Zhen Xuan channel issued a formal apology and announced Tianquan’s suspension from broadcasting for three months. Tianquan himself also issued an apology the following day, acknowledging his failure to maintain the expected professionalism and emotional control required of a live-stream anchor. Despite these apologies, comparisons to Li Jiaqi’s earlier incident continued, highlighting a broader issue within the live-streaming industry regarding the treatment and respect of consumers.
Public reactions to Tianquan’s outburst were varied but predominantly critical. Viewers expressed their disappointment and frustration with comments like, “It feels like I’m spending money to fund a lord,” and “Being sarcastic and confrontational on camera is childish and ridiculous.” This incident has raised questions about the evolving dynamics of customer engagement in online retail, especially in the high-pressure environment of live-streaming sales, and the responsibilities of public figures in these platforms.
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