Core Insights - A notable trend is emerging in the retail industry where many elderly individuals are abandoning mainstream e-commerce platforms in favor of private domain live streaming pickup points [1] - This shift highlights a gap in the market that private domain live streaming is effectively addressing by catering to the specific needs of older consumers [3][4] Group 1: Market Dynamics - Mainstream e-commerce platforms primarily cater to younger users, neglecting the experience of elderly consumers, which includes small font sizes and fast-paced live streaming [3] - The pricing of products on e-commerce platforms often does not appeal to elderly consumers, as many necessary items are priced higher than in offline channels [3] Group 2: Private Domain Live Streaming Advantages - Private domain live streaming has successfully reduced prices for commonly used products among the elderly by shortening the supply chain, making items like diester oil more affordable [3] - The service aspect of private domain live streaming has been enhanced with age-appropriate modifications, such as larger fonts and simplified return processes, improving the shopping experience for elderly consumers [4] Group 3: Product Offering and Sales Strategy - Platforms that sell both fresh produce and general merchandise tend to outperform those that only sell general merchandise, as the high-frequency consumption of fresh goods drives sales of other products [4] - The introduction of fresh products has significantly reduced customer flow costs and increased satisfaction at stores like Laojia Nongpu [4] Group 4: Operational Challenges and Solutions - Implementing a "fresh + general merchandise" model in private domain live streaming requires robust IT systems to manage complex pickup processes efficiently [6] - Effective supply chain management and execution are critical for the success of this model, as highlighted by the operational needs of private domain live streaming platforms [6] Group 5: Future Outlook - There is confidence in the future of private domain live streaming to further meet the needs of elderly consumers, with plans to expand into more lifestyle service areas such as travel and home services [6] - The model is also expected to attract younger consumers, suggesting a potential for a "silver-haired driving youth" development path [6]

Core Viewpoint - The market regulatory authority has initiated actions against fraudulent practices in private domain live streaming, particularly targeting scams that exploit elderly consumers [1][3]. Regulatory Actions - A total of 30 cases of false advertising in private domain live streaming have been filed, with 6 cases involving platforms and 24 involving merchants, resulting in penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [1]. - The regulatory body is implementing a full-chain crackdown on entities involved in false advertising, including live streaming rooms, platforms, and related product companies [3]. Characteristics of Private Domain Live Streaming - Private domain live streaming operates through closed groups like WeChat, lacking transparency and features such as replay options, transaction order queries, and product reviews, making it easier for fraudsters to target vulnerable consumers [1][2]. - Fraudulent merchants often destroy evidence by closing streams and disbanding groups, complicating consumer rights protection and regulatory enforcement [2]. Market Size and Growth - The private domain live streaming market has seen explosive growth, with total merchandise transaction volume (GMV) reaching hundreds of billions, and the private domain operation market exceeding one trillion yuan [3]. Industry Development and Regulation - The industry must move away from being a haven for illegal e-commerce practices, aligning management standards with public domain live streaming platforms [4]. - Regulatory authorities are leveraging technology to enhance oversight of private domain platforms, including vetting marketing personnel and mandating minimum data retention periods for live streaming [4].

Core Viewpoint - The rise of private domain live streaming has created increasing consumption traps for the elderly, with targeted marketing strategies exploiting their vulnerabilities [1][2]. Group 1: Characteristics of Private Domain Live Streaming - Private domain live streaming is characterized by strong targeting of users, high conversion rates, strong closure and concealment, and diverse operational models [2]. - Research indicates that conversion rates for private domain live streaming can be 3 to 5 times higher than public domain live streaming due to tailored content delivery [2]. Group 2: Regulatory Challenges and Actions - The market regulatory authority has highlighted the challenges in monitoring private domain live streaming due to its hidden nature and the difficulty in evidence collection [4]. - Regulatory measures include enhanced electronic evidence collection, cross-regional collaboration, and comprehensive chain monitoring to improve regulatory capabilities [4]. - A recent special rectification action has led to a crackdown on illegal entities involved in false advertising within private domain live streaming, achieving preliminary results [4]. Group 3: Legal Framework and Recommendations - The revised Anti-Unfair Competition Law, effective from October 15, strengthens regulations against false advertising and emphasizes the responsibilities of platform enterprises [5]. - The upcoming Live E-commerce Supervision Management Measures will clarify the legal responsibilities of various stakeholders in live streaming, enhancing supervision and establishing a comprehensive accountability system [6]. - Recommendations include establishing special protection rules for elderly consumers, enhancing risk warnings, and extending the cooling-off period for significant or continuous expenditures [6].

对专门"坑老"的违规"私域直播"，市场监管出手了。 10月15日，市场监管总局召开"整治私域直播虚假宣传违法行为"专题新闻发布会透露，目前，全国市场 监管部门共对私域直播虚假宣传违法行为立案30件，其中私域直播平台6件，直播商家24件。已处罚没 金额293万元，拟处罚没金额约663万元。 这些案件背后，是一个个被坑骗的老年人消费者。这是市场监管部门首次向私域直播虚假宣传违法行 为"亮剑"，释放的信号也十分明确——私域直播绝不能成为又一个"坑老"重灾区。 不同于公开透明、面向大众的公域直播，私域直播依托微信群等私密社群进行传播。这类平台只面向特 定人员开放，且普遍存在无直播回放、无交易订单查询、无商品评价机制、限时删除链接等特点。大多 数案件事发，依赖于消费者投诉举报。 这就导致不法商人利用私域直播管理宽松、隐蔽性强等进行虚假营销，精准"围猎"老年人。他们通过线 下推销、线上建群的方式积累原始客群，借助封闭式的私域直播进行虚假宣传，再利用"伪科学养生 课"等形式诱导营销，把普通商品包装成治百病的"神药""神器"，收割老年人钱包。 前不久，央视新闻就报道了利用私域直播"坑老"乱象，而且，不法商家往往通过"播完即关 ...

Core Insights - The article highlights the increasing issue of fraudulent marketing practices targeting the elderly through private live streaming sessions, which have led to significant regulatory actions by market supervision authorities [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation has initiated 30 cases related to false advertising in private live streaming, with 6 cases against platforms and 24 against merchants, resulting in penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [1]. - Regulatory bodies are enhancing their monitoring and enforcement capabilities to combat unfair competition and protect consumer rights, particularly for the elderly [3]. Group 2: Characteristics of Private Live Streaming - Private live streaming is characterized by targeted marketing to specific user groups, high conversion rates due to pre-existing brand recognition, and a closed, less regulated environment [1]. - The operational models in private live streaming are diverse, including store-based, cloud store, and community store formats, complicating the industry landscape [1]. Group 3: Issues in Private Live Streaming - Prominent issues include false advertising, exaggerated product claims, and the use of fake expert personas to mislead consumers, particularly the elderly [2]. - Many products sold through private live streaming lack legitimate qualifications, with some falsely marketed as having therapeutic effects [2]. - Consumers face challenges in asserting their rights due to tactics employed by fraudulent merchants, such as destroying evidence and delaying refunds [2]. Group 4: Challenges in Regulation - Regulatory authorities face difficulties in monitoring and collecting evidence in the private domain, as well as tracing the supply chain [3]. - Efforts are being made to improve electronic evidence collection, cross-regional collaboration, and comprehensive regulatory measures to enhance consumer protection [3].

Core Viewpoint - The article discusses the increasing issue of fraudulent marketing practices targeting the elderly through private domain live streaming, highlighting regulatory actions taken by the market supervision authorities to combat these illegal activities [1][5]. Group 1: Regulatory Actions - The Market Supervision Administration has initiated 30 cases related to false advertising in private domain live streaming, with 6 cases involving platforms and 24 involving merchants, resulting in penalties totaling 2.93 million yuan and proposed penalties of approximately 6.63 million yuan [1][6]. - Investigations into five private domain live streaming platforms, including Weizan and Xiaoe Tong, have concluded, indicating a focused effort to address the issue [5][6]. - The administration has collected 7,415 public complaints and has handled 4,516 illegal cases, imposing fines totaling 68.77 million yuan and requiring 3,611 entities to rectify their practices [6][7]. Group 2: Characteristics of Private Domain Live Streaming - Private domain live streaming is characterized by precise targeting of specific user groups, high conversion rates of purchase intentions, a closed and concealed nature, and diverse operational models [2][3]. - The marketing strategies often involve misleading claims, such as presenting ordinary products as miraculous cures, and utilizing fake expert personas to promote products [3][4]. Group 3: Challenges in Regulation - The regulatory authorities face challenges in monitoring and enforcing laws due to the private nature of these live streams, making evidence collection and tracing difficult [4][6]. - The new amendments to the Anti-Unfair Competition Law, effective from October 15, aim to strengthen the regulation of false advertising and enhance the responsibilities of platform companies [7].