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In a rare move, the newspaper accused the outdoor gear retailer of wasting revenues on advertising, particularly by paying large amounts to famous online influencers to push its products.
The situation shows the fragility of live-streaming e-commerce programmes built around popular online influencers.
The snafu has put pressure on Li, who has more than 64 million followers, to make up for the amount of sales lost on Friday in his next live-streamed shows.