Core Viewpoint - The rise of private domain live streaming has created a predatory model targeting the elderly, leading to significant financial and emotional harm for this demographic [2][19][34]. Group 1: Company Practices - Companies like 华夏百川 utilize deceptive marketing tactics, including exaggerated claims about health benefits of their products, to lure elderly customers into purchasing expensive items [1][19]. - The operational model involves creating closed WeChat groups where elderly individuals are encouraged to participate in live streams and engage in purchasing behaviors through incentives like free meals and cash rewards [4][6][14]. - Staff members often build personal relationships with elderly customers, referring to them as "uncle" or "aunt," to foster trust and encourage spending [4][27]. Group 2: Consumer Behavior - Elderly consumers often become emotionally attached to the live streaming experience, viewing it as a source of companionship and social interaction, which drives their continued spending [31][35]. - Many elderly individuals have reported spending significant amounts on products that are often overpriced and lack legitimate branding, with some accumulating expenses exceeding 50,000 yuan [18][30]. - The average spending per elderly consumer in private domain live streaming has been reported to be higher than in public domain live streaming, indicating a more intense financial impact [30]. Group 3: Regulatory Concerns - The private domain live streaming sector is characterized by a lack of effective regulation, with companies often evading accountability through tactics like closing groups and destroying evidence [33][36]. - The National Market Supervision Administration has identified issues such as false advertising and the use of fake expert endorsements as prevalent in this industry, necessitating stricter oversight [19][33]. - Experts suggest that a multi-faceted regulatory approach is required, including monitoring offline promotional activities and enhancing consumer protection mechanisms for the elderly [36].