Core Viewpoint - The Chinese Consumers Association has issued a warning about fraudulent practices targeting the elderly through private live streaming sessions, highlighting the deceptive nature of these sales tactics [1] Group 1: Fraudulent Practices - Some unscrupulous merchants are using private live streaming to mislead elderly consumers, often requiring passwords to access these sessions, which limits oversight and increases the risk of fraud [1][12] - A case study involving a woman from Shanghai who purchased 10 boxes of probiotics, believing they would benefit her family, illustrates the deceptive marketing tactics used in these private streams [4][12] - The Shanghai market regulatory authority found that the probiotics were falsely advertised as having immediate health benefits, with the actual product being an ordinary food item [12][30] Group 2: Marketing Tactics - Merchants often lure elderly consumers into private groups with offers of free gifts, such as eggs or cash rewards, which leads them to participate in misleading live streams [15][19] - The company "Guo Ke You Xuan" operates in over 600 cities and has more than 5,000 distributors, using local stores to funnel elderly consumers into private live streaming sessions [15][17] - The marketing strategy includes creating a closed information environment with age restrictions and identity verification, making it difficult for external oversight [28][30] Group 3: Regulatory Challenges - The lack of transparency in private live streaming makes it challenging for regulatory bodies to gather evidence and enforce compliance [10][12] - The Chinese Consumers Association has noted an increase in complaints related to private marketing, indicating a growing concern over the lack of consumer protection in these transactions [36][37] - Experts suggest that regulatory authorities need to enhance enforcement and develop legal frameworks to protect elderly consumers from these deceptive practices [37]

Core Insights - The event "Juniu 17th New Channel Exhibition and Juniu (Hangzhou) Private Domain Live Streaming Industry Conference" was held in Hangzhou, focusing on the development trends in the private domain live streaming sector [1] - Weizhan Live, a key player in enterprise live marketing, gained significant attention during the conference, with its founder and CEO Zhou Pengpeng invited to speak [3] Industry Trends - Private domain live streaming has transitioned from extensive growth to a phase of refined operations, emphasizing the need for a long-term perspective that prioritizes user trust and sustainable growth over short-term traffic competition [5] - Compliance is identified as a critical prerequisite for the long-term development of enterprises, with Weizhan implementing a digital traceable private domain live streaming system that includes pre-broadcast qualification audits, real-time content monitoring, and comprehensive post-broadcast data archiving [5] Company Recognition - Weizhan Live was awarded the "Annual Best Live Marketing Brand" by Juniu New Retail, reflecting industry recognition of its expertise and achievements in the private domain live streaming field [9] - The company plans to continue focusing on the private domain live streaming sector, optimizing solutions based on industry needs, and collaborating with partners to explore innovative paths for the standardized and high-quality development of the industry [9]

Group 1 - The aging population in China is accelerating, leading to increased societal focus on protecting the consumption rights of the elderly [1] - New types of scams targeting the elderly through private domain live streaming have emerged, exploiting their relatively weak discernment abilities [1] - The National Market Supervision Administration and the China Consumers Association have issued risk warnings regarding the consumption of drugs and health products by the elderly in private domain live streaming [1] Group 2 - Scammers lure elderly individuals through offline activities such as "free egg giveaways" and "community health consultations," leading them to join WeChat groups where they are exposed to misleading live streaming content [1] - The private domain live streaming environment is characterized by emotional marketing tactics, making it difficult for victims to seek redress due to the ephemeral nature of the content [1] - Regulatory authorities are urged to enhance oversight of private domain live streaming, innovate regulatory methods, and hold platforms accountable for retaining complete records of live content and transactions [2] Group 3 - Community organizations are encouraged to conduct regular and targeted anti-fraud campaigns for the elderly, revealing the latest scams and enhancing their ability to discern information [3] - Collaboration with relevant institutions to provide authoritative health knowledge lectures is essential to combat pseudoscience and health scams [3] - The most fundamental defense against such scams comes from familial support, emphasizing the importance of communication and sharing scientific health knowledge within families [3]

Group 1 - The article highlights the emergence of scams targeting elderly consumers under the guise of "silver economy," making it difficult for victims to gather evidence for reporting [1] - A specific case involves a "private domain" live streaming platform called "Xiangshan Zhenxuan," which sells overpriced and counterfeit products to elderly consumers [3][9] - The live streaming sessions are invitation-only, and there is no record of past broadcasts, complicating verification of claims made during the sessions [10] Group 2 - The marketing strategy of "Xiangshan Zhenxuan" is described as a transition from traditional "meeting sales" to online "private domain" live streaming, allowing them to evade regulation while reaching a broader audience [21] - The company claims high profit margins on their products, suggesting that attracting a sufficient number of elderly members can quickly recoup initial investments [23] - Another brand, "Juxihui," is also mentioned, with around 30 physical stores established in just 10 months, indicating a rapidly growing market for such schemes [25] Group 3 - The article discusses another company, "Yufutang," which uses purchased personal information of elderly patients to conduct targeted marketing, often misleading them into buying unnecessary health products [30] - Sales personnel in "Yufutang" are trained to create a sense of trust with elderly consumers by presenting themselves as part of a charitable initiative [34] - The company has reported significant sales figures, with one product generating over 352,000 yuan in just two days [40]

Core Viewpoint - The article highlights the emergence of a new business model targeting elderly consumers through private domain live streaming and group buying, which often leads to deceptive marketing practices and financial exploitation of vulnerable individuals [3][8][15]. Group 1: Business Model and Practices - New stores labeled "国×优选" and "大×拼团" have appeared in cities like Zhengzhou, focusing on attracting elderly customers through low-priced goods and promotional tactics [3][4]. - The strategy involves creating WeChat groups where elderly individuals are lured with low-cost offers and then subjected to aggressive marketing tactics in private live streams [3][5]. - Criminal activities have been documented, with individuals using tactics such as offering cash rewards for participation and creating a sense of urgency around product availability to drive sales [5][8]. Group 2: Marketing Tactics - Live streaming sessions often begin with health-related discussions to instill a sense of urgency and fear regarding health issues among elderly viewers, leading them to purchase promoted products [6][7]. - Products marketed include various health supplements, often falsely claimed to treat serious conditions, which misleads consumers into believing in their efficacy [6][9]. - The pricing structure reveals significant profit margins, with some products sold at prices far exceeding their production costs, indicating a high level of exploitation [10][12]. Group 3: Legal and Regulatory Issues - Courts have documented numerous cases of fraud, with significant financial losses reported by elderly victims who were misled by these marketing practices [8][9][15]. - Regulatory bodies are beginning to take action against these practices, but the hidden nature of private domain live streaming complicates enforcement efforts [14][15]. - Despite legal repercussions for some offenders, the lucrative nature of this business model continues to attract new participants, perpetuating the cycle of exploitation [15].