Core Insights - The article discusses the rise of a deceptive business model targeting elderly individuals in rural areas, particularly through the sale of a so-called "smart shoe" that claims to have health benefits and advanced technology [1][20] - The business model resembles a multi-level marketing scheme, where participants are encouraged to invest in inventory and recruit others, leading to a cycle of financial loss for many [8][23] Group 1: Business Model and Operations - The "smart shoe" brand, referred to as "某力宝," is marketed with claims of advanced technology, including biological electricity and 5G chips, and is sold at prices starting from 398 yuan [1][9] - In a rural town near Hangzhou, over 100 elderly individuals pooled 5 million yuan to open a store selling these shoes, with each investor contributing 30,000 to 40,000 yuan [1][3] - The sales strategy involves a tiered system where participants can become "shareholders" by purchasing varying quantities of shoes, with higher investments yielding greater discounts and profit margins [5][6] Group 2: Market Dynamics - The elderly shoe retail market in China has expanded significantly, surpassing 800 billion yuan in 2023, accounting for approximately 17% of the entire industry [9][10] - Established brands like 足力健 and 舒悦 are also entering the elderly shoe market, indicating a competitive landscape [10] - Unlike traditional shoe retailers that rely on straightforward sales tactics, the "smart shoe" sellers employ complex marketing strategies to convince elderly customers of the product's value [11][12] Group 3: Consumer Behavior and Impact - Many elderly individuals are drawn into this scheme due to fear of illness and death, making them susceptible to marketing tactics that exploit these fears [1][16] - The article highlights personal stories of elderly individuals who invested heavily in the shoes, often influenced by family members or peers, leading to financial distress [17][19] - The marketing approach includes offering free incentives, such as food during promotional events, to create a sense of legitimacy and trust among potential investors [17][18] Group 4: Regulatory and Ethical Concerns - The company behind "某力宝" has changed its name multiple times to evade scrutiny, indicating a lack of accountability and transparency [20][21] - The article raises concerns about the safety of the products being sold, particularly the accompanying electric massage devices, which could pose health risks if misused [15] - The narrative suggests that the elderly participants often do not recognize the scheme as a form of exploitation, viewing their losses as mere entrepreneurial failures rather than a scam [23]