你被“私域营销”收割过吗？丨2025消费问题高发区

Core Viewpoint - The rise of private domain live streaming has led to various marketing irregularities, particularly targeting vulnerable groups like the elderly, with businesses using deceptive practices to promote health products and supplements [1][2][4][17]. Group 1: Private Domain Live Streaming Irregularities - Private domain live streaming has become a common method for unscrupulous businesses to evade regulation, employing tactics such as free gifts, expert guidance, and misleading health claims to attract consumers [1][2][4]. - A significant portion of the elderly population is being targeted in private domain live streaming, with reports indicating that over 78% of elderly respondents engage with health-related content in these settings [4][20]. - The National Market Supervision Administration has initiated a crackdown on private domain live streaming, with 30 cases filed by October 15, resulting in fines totaling 2.93 million yuan [20]. Group 2: Marketing Tactics and Consumer Manipulation - Businesses utilize emotional marketing strategies, such as offering free products or health consultations, to lure potential customers into private groups where they are subjected to aggressive sales tactics [7][19]. - ABM distributors have been reported to exaggerate product benefits, claiming significant health improvements, which misleads consumers into purchasing overpriced health supplements [4][8]. - The use of fabricated expert personas in live streams has been noted, where individuals falsely present themselves as health professionals to lend credibility to their product claims [10][14]. Group 3: Regulatory Challenges and Responses - The private domain live streaming model presents unique regulatory challenges due to its closed nature, making it difficult for authorities to monitor and enforce compliance [16][17]. - The National Market Supervision Administration is enhancing its regulatory framework, including the introduction of a new regulatory approach for live commerce to ensure product quality and fair competition [19][20]. - Experts suggest that a multi-faceted regulatory strategy is necessary to address the complexities of private domain live streaming, including better consumer education and stricter enforcement of existing laws [21][18].