据极目新闻报道，1月24日，有着“听劝理发师”之称的晓华在社交平台发布视频维权。她在视频中表示，1月22日自己在小号上发布了一则分享护发技巧的视频，其中有一款发膜，结果该视频被上百个账号盗用，这些视频广告都指向假冒发膜产品，半天就售卖8000多单。
Chinese social media influencer and hair stylist Xiaohua, widely known as the "listen-to-your-client hairdresser", has spoken out against large-scale video theft and counterfeit sales after her hair-care content was hijacked to promote fake products, generating thousands of fraudulent orders within hours.
晓华视频截图
晓华在视频中表示，假冒产品的相关信息中，除了品牌外，外观、详情抄袭得一模一样。她尝试联系售假店铺但被完全忽视，只能呼吁买到假货的粉丝尽快申请退款。晓华还表示，她并未提供任何肖像授权，她在视频中向粉丝鞠躬致歉。
Xiaohua said on Saturday that a hair mask she mentioned in a video posted two days earlier was exploited by more than 100 unauthorized accounts, which reused her footage to sell counterfeit products and generated over 8,000 orders in just half a day. She said the fake listings closely copied the original product and urged affected followers to seek refunds, stressing that she had never authorized the use of her image.
1月25日凌晨，晓华小号中所使用发膜的官方品牌发布情况说明，表示品牌方会帮助晓华维权，且维权费用由公司承担。该品牌客服工作人员回应称，目前已经对仿冒产品留证，并提交平台投诉。
同日，湖南怀化市鹤城区有关部门回应称，当地市场监管部门也已同晓华联系了解相关情况，在后续维权中持续协调帮助。
The hair mask's official brand said on Sunday it would support Xiaohua's rights protection efforts and cover related legal costs, adding that evidence of counterfeit products had been preserved and complaints filed with the platform.
The same day, authorities in Hecheng district, Huaihua city, Hunan province, said local market regulators had contacted Xiaohua and would continue coordinating assistance.
随后，记者在平台搜索“晓华发膜”等关键词，发现侵权视频已全部下架。
Searches for keywords such as "Xiaohua hair mask" later showed that all infringing videos had been removed from the platform.
南京理工大学知识产权学院讲师潘坤表示，盗用视频并售假的行为，并非单一违法。侵权者剪辑、盗用晓华视频的行为直接侵犯了当事人的著作权与肖像权；而利用该视频引流进行商业营销，涉嫌不正当竞争；销售假冒产品则构成了对消费者的欺诈，需承担退一赔三的责任。
侵权者需要承担行政责任，其销售假冒商品的行为违反了市场监管法规，可由监管部门处以罚款、没收违法所得、吊销营业执照等处罚。
若其售假行为的非法经营数额或违法所得达到刑法追诉标准，则可能构成“生产、销售伪劣产品罪”，面临刑事处罚。
Pan Kun, a lecturer at Nanjing University of Science and Technology's School of Intellectual Property, said the case involved multiple violations, including infringement of copyright and portrait rights, unfair competition and consumer fraud, which could trigger "refund one, compensate three" liability under Chinese law. Pan added that sellers could face administrative penalties or, if criminal thresholds are met, prosecution for producing or selling counterfeit products.
山西聚谦律师事务所罗超律师建议晓华通过平台投诉、行政举报、民事诉讼、刑事报案四种途径，层层推进维权，既可以快速制止侵权行为，也能最大限度挽回自身损失，同时让侵权方付出应有的法律代价。
罗超律师称，维权的核心前提是固定证据。晓华需要第一时间通过线下公证处、线上存证平台，对侵权账号的视频盗用行为、售假页面、交易记录、销售额数据等进行截图、录屏存证，确保证据的真实性、合法性和关联性，避免侵权方删除证据导致维权被动。
Luo Chao, a lawyer with Shanxi Juqian Law Firm, advised a layered approach including platform complaints, administrative reports, civil litigation and criminal filings, stressing that timely evidence preservation, such as notarized screenshots and recordings of infringing content and sales data, is key to effective rights protection.
notarize /ˈnəʊtəraɪz/ 公证
据极目新闻此前报道，2024年10月，位于怀化鹤城区的“晓华理发店”，因理发师晓华“听得懂话”而爆红网络。
该理发店陈设简单，男士洗剪吹30元、女士45元，晓华能准确捕捉顾客需求，无论是简单的“剪短一点”，还是复杂的发型要求，她都能与顾客耐心沟通并打造出让顾客满意的发型，提供技术过关、价格公道之外的“情绪价值”，被称为“听劝理发师”。不但其店铺成为网红打卡点，晓华本人社交媒体账号也迅速涨粉，截至2026年1月25日，其粉丝490余万。
Xiaohua rose to national prominence in October 2024 after her small hair salon in Hecheng district went viral for her attentiveness to clients, offering haircuts priced at 30 yuan for men and 45 yuan for women. As of Jan 25, 2026, she had more than 4.9 million social media followers.
来源：中国新闻网 中国青年报 极目新闻 大河报 红星新闻
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