Follow-up on the investigation into the chaos of "foreign vest" health supplements: shops and platforms urgently remove related products

Questioning AI: How to Solve Cross-Border Regulatory Challenges and Fake Brand Chaos?

Beijing News Shell Finance Report (Reporter Yu Jinmin) — On March 16, Beijing News Shell Finance published an investigative report titled “Profitable Business Under ‘Overseas Vestments’: How Low-Cost ‘Supermodel Drinks’ Harvest IQ Taxes.”

On the evening of March 16, Shell Finance reporters revisited and found that the involved products had been urgently removed from the original store. Store screenshot.

That evening, Shell Finance reporters found that the products had been taken down from the original shop, with all items marked “Unavailable for Purchase,” but the store itself remained open. More notably, searching for keywords like “Nano Drink” and “Supermodel Drink” on the same platform, multiple different stores were still selling highly similar products, with promotional pages still using images of celebrities like Elon Musk.

Shell Finance’s investigation revealed that cross-border e-commerce channels have become hotspots for counterfeit brands in the health supplement category. Common tactics include registering shell companies overseas to fake brand backgrounds, fabricating endorsements from authoritative institutions, stealing images of international celebrities, and inventing overseas sales data. These methods precisely exploit consumers’ trust in “imported quality” to carry out marketing. Currently, regulatory challenges include difficulties in cross-border cooperation, vague platform review standards, and insufficient penalties. The question of “who should regulate and how” remains an urgent governance issue.