Wandeli hired actors for its jade livestream — one played a foreign merchant

Sihui, Guangdong is one of China's jade trading centers, and livestream rooms are where a lot of the stone is now sold. On August 6, 2025, Sihui Wandeli Jewelry Store hired streamers to perform prepared scripts. In one room, two invented teams — 'North' and 'South' — staged a price-cutting competition, each side conceding discounts for the audience's benefit. In another, a 'foreign jade merchant' played by the store's own employee was about to leave China and had to sell his stock urgently.

The scripts reached into medicine. The streamers claimed the jade jewelry contained 'full-content hemoglobin elements' and worked as a 'scavenger' clearing 'dirty things' from the body; that its ferrous and ferric ions were especially good for women born in the 1960s and 1970s who had not recovered well after childbirth. None of it was supported by evidence — jade is not a therapy, and the store could not show that it was.

In September 2025 the Sihui Market Supervision Administration ordered the store to stop and fined it ¥500,000 for false or misleading commercial publicity, citing the Interim Provisions on Anti-Unfair Competition on Networks and the Anti-Unfair Competition Law. On January 30, 2026 SAMR held the case up nationally in its fifth batch of livestream-commerce enforcement examples — the one about scripted marketing — as regulators move to police the format itself.