After the previous incident of Dong Yuhui's resignation became a hot topic, East Buy once again attracted public attention due to a "lawsuit".

Recently, the "first generation internet celebrity" in the baijiu industry, Jiang Xiaobai, clashed with East Buy over the view expressed by an East Buy anchor that "Jiang Xiaobai is not baijiu".

Currently, Jiang Xiaobai has filed a lawsuit against East Buy, turning this internet dispute into a real confrontation.

Suing East Buy.

Recently, there have been new developments in the case of unfair competition between Chongqing Jiang Xiaobai Liquor Co., Ltd. and East Buy's affiliated company, East Optimal (Beijing) Technology Co., Ltd.

It is reported that the case will be heard in the Chongqing First Intermediate People's Court on November 19th.

The cause of the matter is that in a previous livestream of "Dongfang Selection" in August, the host "Tianquan" made a statement that "Jiang Xiaobai is not baijiu", which quickly sparked strong dissatisfaction from the Jiang Xiaobai side.

Immediately after, the Jiang Xiaobai Weibo account issued a statement stating that Tianquan's remarks during the livestream seriously deviated from the facts regarding Jiang Xiaobai, and requested an apology from Dongfang Selection and filed a complaint with the relevant authorities.

At the same time, they also attached a 'Pure Grain Solid-State Fermentation Baijiu Certification Certificate' issued by China Inspection Science and Technology (Beijing) Testing and Certification Co., Ltd.

On the same day, host Tianquan apologized in a post, stating that his lack of rigor had caused misunderstandings and harm to the brand, and expressing his personal fondness for Jiang Xiaobai, etc. Subsequently, Dongfang Selection's official Weibo account reposted the apology and stated that they would strengthen relevant training in the future.

However, Jiang Xiaobai does not accept these two apologies.

It issued another statement stating that the other party's attitude in apologizing is not sincere and that they are attempting to cover up the obvious fact of maliciously belittling and denigrating the brand during the livestream.

Jiang Xiaobai said that his remarks seriously deviated from the facts, causing huge damage to the brand image and market reputation. "Quality issues are our bottom line, and we can't remain silent."

Since then, neither Jiang Xiaobai nor East Buy have mentioned the matter in public until today, when the news of Jiang Xiaobai suing East Buy came out.

The first-generation "internet celebrity" and the emerging "internet celebrity"

When it comes to seeking attention, it's inevitable to trend on hot searches. It's a battle between the first-generation traffic "internet celebrities" and the emerging traffic "internet celebrities".

Looking back, East Buy has been quite turbulent this year.

Since the uproar of the junior high school composition incident, Dong Yuhui's "With Hui Studio" was officially established at the beginning of the year, and East Buy's influence has since been greatly reduced.

Then, in late July, the news of "Dong Yuhui's resignation" and "With Hui Studio going independent" went viral across the entire internet, leading East Buy into yet another major internet-related storm.

So far, the story of East Buy and Dong Yuhui has come to an end. It was thought that East Buy would slowly "calm down", but unexpectedly, it has become involved in a "dispute case" with Jiang Xiaobai in a blink of an eye.

Of course, besides East Buy, the newcomer "internet celebrity" in the internet traffic in the past two years, Jiang Xiaobai is also a familiar name to the public.

As the first generation "internet celebrity" in the baijiu industry, Jiang Xiaobai can be regarded as the pioneer of capturing internet traffic in the business world.

Founded in 2012, Jiang Xiaobai gained popularity early on by marketing strategies and quickly became popular across the entire internet with plenty of touching copywriting, which also opened up its fame.

Public data shows that from 2017 to 2019, Jiang Xiaobai's annual revenue exceeded 1 billion yuan, 2 billion yuan, and 3 billion yuan respectively.

However, afterwards, Jiang Xiaobai began to quiet down due to the impact of the pandemic. Tao Shiquan, the founder of Jiang Xiaobai, publicly stated in a post in 2021 that it was not easy to survive.