Hundreds of Chinese families are seeking refunds after two education-planning companies linked to a popular livestream personality cut staff, closed or moved offices, and became difficult for customers to reach. The dispute has drawn attention to a fast-growing business built around a high-stakes family decision: choosing universities and preparing for China’s national college entrance examination.
Jiemian News reported on September 16 that more than 700 parents had registered complaints by mid-month, citing tallies by Red Star News and other outlets. The families had prepaid nearly RMB 20 million in total, according to those media estimates. The figure represents reported customer claims rather than a court judgment or a confirmed official loss calculation.
The services were promoted through accounts associated with Li Ze, an education influencer who markets himself as a “985 returnee professor,” a reference to China’s group of elite Project 985 universities and to his overseas academic background. Some families told Chinese media that his professional presentation, years of livestreaming and large online following made the offers appear dependable.
Long-term plans were sold through livestreams
Families reportedly paid roughly RMB 8,980 to RMB 10,980 for help with university application choices and related academic planning. One parent in Shanxi purchased a service intended for the 2031 admissions cycle while the child was still in the second year of middle school. The parent said the livestream repeatedly warned that prices would rise, making an early purchase seem economical.
That long lead time is central to the risk. A family may pay years before the promised advice is due, while the provider must keep enough staff, cash and records to deliver much later. If a company closes, changes ownership or loses its service team, customers can be left holding contracts whose practical value depends on a future operation that no longer exists.
The first visible disruption emerged in Wuhan in August. Citing reporting by The Paper, Jiemian said employees of Wuhan Xuecheng Siyuan Technology were removed from workplace communication accounts on August 16. Staff were allegedly asked to sign departure agreements without compensation, and the company’s Wuhan office closed two days later. Employees said more than 120 workers were affected and that unpaid July wages for full-time and part-time teachers exceeded RMB 3 million.
Beijing Qihang Xinweilai Technology later carried out another large round of layoffs, according to the same account. More than 100 employees were reportedly asked to give up compensation and commissions, after which the company moved from its previous office and its established contact channels stopped working.
An influencer’s reputation crossed company boundaries
The two businesses were presented to customers through an online brand closely associated with Li. Corporate-registration information cited by Jiemian identifies him as a shareholder in the Beijing company, which offered services covering university choices, special admissions programs, postgraduate recommendations and entrance-exam counseling. The Wuhan operation was described as a regional delivery company whose orders largely came from livestream traffic.
Li disputed claims that he had fled. During an August 19 livestream, he characterized the accusations as attacks by competitors, said the Wuhan and Beijing companies were separate legal entities, and said he did not receive money from the Wuhan business. Those statements are important because the dispute involves both the public identity used to attract customers and the legal entities named in contracts. A recognizable presenter may shape a buying decision without necessarily assuming every obligation of a service provider.
That distinction may be clear in corporate paperwork but less clear in a livestream sales funnel. Parents reportedly encountered Li’s videos on platforms including Douyin and Kuaishou, added assistants on WeChat, and then paid through a mini-program or a company account. Promotional references to prominent investors also reassured some buyers, according to the report. By the time families heard about layoffs and missing contacts, the brand, sales channel and delivery company had already blended into a single customer experience.
Parents face a recovery problem, not just a service delay
Several parents have reported the matter to police in Wuhan and Beijing, Jiemian said. They were reportedly advised that the cases were contractual disputes and that litigation could be the appropriate route. Some families are preparing lawsuits, while others are collecting records they believe may support additional allegations. No court finding establishing fraud was cited in the report, so the closures and refund claims should not be treated as a final determination of criminal wrongdoing.
For customers, however, the immediate questions are concrete: which company received the payment, which entity promised the service, whether the contract provides for a refund, and whether that company still has recoverable assets. Screenshots from livestreams can help document how an offer was marketed, but contracts, payment records, invoices and written communications are likely to be more useful in identifying the responsible party.
The episode also shows how anxiety around competitive admissions can support unusually long prepayment periods. Planning advice is intangible, difficult to evaluate before delivery and tied to deadlines that families cannot recover once missed. Urgency claims such as an impending price increase can push buyers to pay before they have examined cancellation terms, service milestones or the provider’s ability to operate for several more years.
Prepaid education needs clearer accountability
The reported losses do not prove that all admissions-planning services are unreliable. They do show why families should separate an influencer’s credibility from the financial condition and legal duties of the company receiving payment. Before paying far in advance, customers can ask for the legal name on the contract, a staged payment schedule, specific deliverables, refund conditions and a clear explanation of who will hold student records if staff or ownership changes.
Platforms also influence the transaction. Livestreams can create trust quickly and at national scale, while service delivery remains scattered among companies, assistants and regional teams. Clearer labeling of the contracting party and more visible refund information would make it harder for marketing identity to obscure legal responsibility.
For the affected parents, those preventive steps come too late. Their priority is preserving contracts, receipts, chat histories and promotional claims while pursuing a coordinated refund process. The broader lesson is that a large audience and an elite-sounding title are not substitutes for a service provider’s capacity to fulfill a contract years after the payment is made.






