2025.05. 22 本文字数：3285，阅读时长大约5分钟 作者 | 第一财经 马纪朝 在河南郑州，不少市民发现，街头突然出现了很多挂着"国×优选""大×拼团"的门店。与传统便利店 不同的是，这些门店不仅对主动到店的年轻人怀有警惕，甚至店内摆放的商品也不多，店长和店员们 则将主要精力放在了"拉新"上。 "拉新"的手段，既包括"1元秒杀10枚富硒无抗鸡蛋"，也包括比市场价低得多的低价蔬菜、米面粮 油，而"拉新"的对象，则大多是年龄在50岁以上的老年人。要想得到这些"实惠"，老人们需要留下 自己的相关信息，并加入商家组建的微信群，微信群里会以发红包等方式吸引大家进入只有群员才能 进入的直播间，在那里，老人们会面临被营销话术洗脑，从而产生一系列的购物行为。直播间里推销 的商品多为保健品、玉石字画等。 不只是郑州，这种通过私域渠道以群聊、直播等方式，专门针对老年人进行的精准商业"围剿"行为 在全国各地都有发生。 套路 甘肃省兰州市七里河区人民法院（下称"七里河区法院"）的一份刑事判决书，详细描述了怎样引老 人入局的过程。 犯罪嫌疑人董某燕在这份判决书中供述称，自己与丈夫一共在兰州开了4家店，对于每个店的员工， 她 ...

Core Viewpoint - The rise of private domain live streaming scams targeting elderly individuals has prompted regulatory actions across various regions in China [1][12]. Group 1: Nature of the Scams - Numerous stores with names like "National × Preferred" and "Big × Group Purchase" have emerged, primarily focusing on attracting elderly customers through low-priced goods and promotional tactics [1]. - The marketing strategies employed include offering products at significantly reduced prices, such as "1 yuan for 10 selenium-rich eggs," aimed at enticing seniors to provide personal information and join WeChat groups [1][2]. - In these private live streaming sessions, elderly participants are subjected to persuasive sales tactics, often leading to purchases of health products and other items [1][3]. Group 2: Mechanisms of Operation - Criminals utilize WeChat groups to invite elderly individuals, offering incentives like red envelopes for participation, and restrict access to live streams through password protection [2][10]. - The content of the live streams often includes health-related discussions designed to instill a sense of urgency regarding health issues, promoting products as effective remedies for common ailments [3][5]. - The sales process is structured to create a closed-loop system where online orders are fulfilled through offline pickups, complicating regulatory oversight [10][11]. Group 3: Financial Implications - The profit margins for these scams are substantial, with reports indicating that some platforms achieve annual revenues exceeding 10 billion yuan [6]. - For instance, a product sold for 499 yuan may have a production cost of only 108 yuan, indicating a high markup and significant profits for the scammers [8][9]. - The average monthly gross profit for a store can exceed 70,000 yuan, highlighting the lucrative nature of these operations [7]. Group 4: Regulatory Response - Regulatory bodies are beginning to take action, with various local market supervision departments conducting inspections and identifying fraudulent practices [12]. - Courts have started to impose penalties on individuals involved in these scams, with sentences ranging from several years in prison to substantial fines [12].