# Brand Governance

The Perils of Digital Heritage: Haihe Dairy’s Livestreaming Crisis Exposes the Fragile Allure of China’s 'Time-Honored' Brands

Haihe Dairy’s recent livestreaming controversy reveals the risks legacy brands face when outsourcing their digital presence to third-party distributors. As the company expands nationally through its popular flavored milk line, it struggles to maintain quality control across a fragmented network of 'official' online storefronts.