# A/B goods

Livestream Glamour, Factory Reality: Inside China’s 'A/B' Online Fashion Problem

Chinese shoppers and consumer complaints reveal a widespread mismatch between high‑quality samples shown in livestreams and the cheaper goods actually delivered, a practice dubbed “A/B” goods. The problem stems from livestream marketing tactics, fragmented supply chains and weak last‑mile quality control, and presents legal, reputational and regulatory risks for sellers and platforms.