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Live stream auctions are all the rage these days, with more and more celebrities hopping aboard the e-commerce bandwagon and helping brands make an absolute killing. But what happens when they are accused of underperforming?

Recently, Chinese media reported that singer-actress Eva Huang, who is enjoying a surge in popularity after taking part in reality talent competition Sisters Who Make Waves, was slammed for being unprofessional by a company who paid her a special ‘service fee’ of 100,000 yuan (about S$20,400) to do a live broadcast for their products.

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