Core Viewpoint - The Jiangsu Consumer Protection Committee released a report highlighting the risks of private domain live streaming for elderly consumers, urging stronger platform accountability and regulatory enforcement to combat consumer traps [1] Group 1: Private Domain Live Streaming Risks - Elderly consumers are more vulnerable to rights violations in private domain live streaming compared to public domain [2] - The operational model of private domain live streaming is characterized by a "closed-loop" system, where illegal merchants attract elderly consumers through offline promotions and then guide them to private live streams, using emotional marketing tactics to build trust [2] - Issues such as false advertising and difficulty in retaining evidence for consumer rights protection are prevalent due to the immediate nature of live content and the lack of replay options [2] Group 2: Consumer Feedback and Experience - Among respondents with private domain live shopping experience, 61.36% reported that products did not match descriptions, and 36.36% experienced misleading sales tactics [3] - Common issues identified include exaggerated claims, improper marketing language, and fabricated personas in private domain live streaming [3][4] Group 3: Misleading Product Claims - Ordinary products are often marketed as "miracle drugs," with absolute promotional language leading to consumer deception [4][10] - Specific examples include false claims about health benefits of products like bear bile powder and Coenzyme Q10, which are not universally necessary [12][13] Group 4: Marketing Tactics and Consumer Manipulation - The primary reason elderly consumers choose private domain live shopping is the perception of lower prices, with 68.18% citing this as a key factor [13] - Live streams often employ bait-and-switch tactics, artificially inflating prices before offering discounts to create a false sense of savings [13] - Marketing strategies include free giveaways and rewards for referrals, which target elderly consumers and encourage them to promote the streams [14] Group 5: Quality Assurance and Consumer Rights - A significant portion of respondents (47.73%) reported poor product quality, and 29.55% faced challenges with after-sales service and complex return processes [15] - The closed nature of private domain live streams complicates consumer recourse, as many transactions occur outside official platforms, making it difficult to verify seller identities and pursue claims [15] Group 6: Recommendations for Improvement - The Jiangsu Consumer Protection Committee recommends enhancing platform accountability, promoting self-regulation among businesses, and improving consumer education regarding potential traps in private domain live streaming [16]