Three Sheep Group, a large e-commerce company in Hefei, has been under investigation after recent public complaints, according to an announcement from the Hefei Market Supervision and Administration Bureau on Thursday night.

The bureau, along with the city's commerce and public security bureaus, have jointly launched the probe in accordance with the laws and regulations and vowed to protect the consumers' rights, it said.

Based on earlier reports, the company has been recently accused of misleading consumers during live-stream sales of a brand of mooncakes. The brand sparked controversy that while the name suggests a Hong Kong origin, no physical stores were found in Hong Kong, and the packaging indicated that they were produced in Guangzhou and Foshan, Guangdong province.