流量焦虑、天价罚款、情感纠纷，大主播们在双11的密集战车上狂奔，却似乎越来越难以掌控自己的方向盘。 10月15日晚8点，天猫双11预售正式启动。李佳琦直播间首小时访客人数增长超45%，加购GMV同比正增长，并持续断层领跑平台带货总榜，超过2024年 同期水平。 然而，就在预售开始前，李佳琦却一反常态地在直播间大吐苦水："美眉们没有几点钟答题，答案是什么？别搞了，你们真的是要逼着我退休了。"他直 言自己压力大到难以承受，每天做一个新的东西让用户来参与，结果被营销号带节奏，搞得里外不是人。 与李佳琦同样努力的还有董宇辉。他一改去年双11期间"一周仅播四小时"的悠闲姿态，连续三天现身与辉同行直播间。每日直播时长均比预告多出两三 个小时，直到次日才下播。据第三方数据平台显示，10月9日至11日，与辉同行累计吸引近7000万人次观看，卖出了超3亿元销售额。 更戏剧性的场面出现在辛选团队的直播间。10月19日，辛选团队开启双11直播带货，并采取带货比赛分组PK的形式。直播过程中，辛选主播赵梦澈作为 组长，在推销化妆品套盒时擅自做出了大幅降价的决定，并向消费者赠送超量正装赠品。这一单链接售出17万套，致公司损失近千万。 辛 ...

Core Viewpoint - The article highlights the misleading marketing practices surrounding "Sanfu Ties" (summer acupuncture patches), revealing that many products marketed as "hospital versions" are actually ordinary consumer goods lacking medical efficacy [1][2][3]. Group 1: Misleading Marketing Practices - Many online sellers exaggerate the efficacy of Sanfu Ties, claiming they can treat various ailments, despite being classified as daily necessities rather than medical products [2][5]. - A specific product, "Ai Cao Sanfu Tie," has sold over 100,000 units on platforms like Taobao, yet it is labeled as a daily necessity and not a substitute for medical treatment [2][4]. - The term "hospital version" is frequently used as a deceptive marketing tactic, with sellers claiming their products are used in hospitals, which is often untrue [7][8]. Group 2: Regulatory and Safety Concerns - The standards for these products, such as Q/NJJJ016, are company-specific and do not meet national or industry medical standards, raising concerns about safety and efficacy [4][9]. - The lack of clear labeling and the use of vague language in product descriptions contribute to consumer confusion regarding the safety and effectiveness of these products [6][9]. - There is a significant gap in regulatory oversight for online sales of Sanfu Ties, making it difficult to ensure product safety and compliance with medical standards [8][9]. Group 3: Consumer Misunderstanding - Many consumers struggle to differentiate between various product classifications, such as "medical device" and "enterprise standard," leading to misconceptions about safety and efficacy [9]. - The marketing strategies employed by sellers exploit consumer trust in traditional medicine, often leading to adverse health effects from using substandard products [6][9]. - Reports indicate that hospitals frequently treat patients for skin reactions and other issues caused by the use of low-quality Sanfu Ties [9].

Core Viewpoint - The article highlights the misleading marketing practices surrounding "Sanfu Ties" (summer patches) sold online, which are often misrepresented as medical products despite being ordinary consumer goods [1][3][10]. Group 1: Misleading Marketing Practices - Many online sellers exaggerate the efficacy of Sanfu Ties, claiming they are similar to hospital versions, despite being classified as daily necessities [3][5]. - A specific product, "Aicao Sanfu Tie," has sold over 100,000 units on Taobao, yet it is labeled as a daily necessity and not a medical product [3][5]. - The marketing strategies often include terms like "hospital version" and "non-heritage inheritance," which mislead consumers into believing these products have medical backing [10][11]. Group 2: Regulatory and Standard Issues - The product standards for these Sanfu Ties are often based on company standards (Q/NJJJ016), which are less stringent than national or industry standards for medical devices or drugs [6][8]. - The lack of clear national standards for Aicao products allows companies to market them without rigorous safety and efficacy verification [8][11]. - The confusion between "medical device registration" and "company standards" creates a market where consumers are misled about the safety and effectiveness of these products [14]. Group 3: Consumer Misunderstanding - Many consumers struggle to differentiate between various product classifications, such as "drug approval" and "medical device registration," leading to misconceptions about product safety [14]. - The article notes that consumers often trust labels like "hospital version," which can lead to adverse health effects, including skin allergies and burns from low-quality Sanfu Ties [14].

Core Viewpoint - The article highlights the misleading marketing practices surrounding "Sanfu Ties" (summer patches) sold online, which are often misrepresented as medical products despite being ordinary consumer goods [1][3][10]. Group 1: Misleading Marketing Practices - Many online sellers exaggerate the efficacy of Sanfu Ties, claiming they can treat various ailments, which is a common phenomenon in e-commerce [3][10]. - A specific product, "Ai Cao Sanfu Tie," sold on Taobao, has over 100,000 sales and claims to be suitable for both adults and children, yet it is classified as a consumer good and not a medical product [4][6]. - The product's packaging states it cannot replace medical devices or drugs, but sellers still imply it has similar effects to hospital-grade patches [4][6]. Group 2: Lack of Regulatory Standards - The standard Q/NJJJ016, under which many of these products are produced, is a corporate standard and not a national or industry standard, indicating lower quality control [8][10]. - The absence of clear national standards for these products allows for significant consumer confusion, as many do not understand the difference between corporate standards and medical regulations [10][15]. Group 3: Consumer Misunderstanding - Consumers often struggle to differentiate between various product classifications, such as "drug approval" and "medical device registration," leading to misconceptions about safety and efficacy [15]. - Many consumers mistakenly believe that any product with an execution standard is safe and effective, which has been exploited by sellers [15]. Group 4: Misuse of Traditional Medicine Concepts - Sellers misuse traditional Chinese medicine concepts, such as "winter disease summer treatment," to market their products, simplifying complex medical theories into misleading claims [10][12]. - The marketing often includes vague disclaimers about contraindications, leaving consumers unaware of potential risks associated with using these products [11][12]. Group 5: Regulatory Challenges - The regulatory environment for these products is weak, with oversight primarily focused on packaging and labeling rather than the actual efficacy or safety of the products [13][14]. - The online sales channels, such as Taobao and Douyin, present additional challenges for regulation, as many products are sold by individual sellers, complicating enforcement [13][14].

Core Viewpoint - The article highlights the misleading marketing practices surrounding "Sanfu Ties" (summer patches) sold online, which are often misrepresented as medical products despite being ordinary consumer goods. The claims made by sellers about their efficacy are largely unfounded and exploit consumer ignorance regarding traditional Chinese medicine and product labeling [2][11]. Group 1: Misleading Marketing Practices - Many online sellers exaggerate the efficacy of "Sanfu Ties," with some products claiming to be "hospital versions" while actually being ordinary consumer items [4][11]. - A specific product, "Ai Cao Sanfu Tie," has sold over 100,000 units but is classified as a consumer good, not a medical product, and is produced under a company standard rather than a national or industry standard [4][9]. - The marketing often includes vague language about symptom relief, misleading consumers into thinking these products have similar effects to those used in hospitals [6][9]. Group 2: Regulatory and Safety Concerns - The company standard Q/NJJJ016, which governs the "Ai Cao Sanfu Tie," was established by a single company and does not meet the rigorous requirements of national medical standards [7][9]. - The lack of clear labeling and the use of ambiguous terms in product descriptions contribute to consumer confusion, leading them to mistakenly believe these products are safe and effective [9][15]. - There is a significant gap in regulatory oversight for these products, as many are sold through online platforms without adequate checks on their actual ingredients or claims [12][15]. Group 3: Consumer Awareness and Education - Many consumers struggle to differentiate between various product classifications, such as "drug approval number" and "company standard," which allows sellers to exploit these misunderstandings [15]. - The article notes that consumers often trust labels like "hospital version" without understanding the implications, leading to adverse health effects from using substandard products [15][16]. - The misuse of traditional Chinese medicine concepts in marketing further complicates consumer understanding, as sellers simplify complex medical theories into misleading claims [10][12].