"The employee collected the snow lotus of the Tianshan Mountains and died accidentally, and the company will make up for it and sell the product cheaply" "The descendants of famous doctors were kidnapped to protect the secret recipe of famous doctors who were taken"... In the live streaming programs of some online platforms, such sensational and bitter plots make the elderly feel that the anchor is not selling goods, but is doing good deeds and good deeds, and is willing to "pay for his own money" to buy "miracle medicine" so that "justice" can be done.
Some media reported that these illegal "anchors" can obtain nearly seventy percent of the "huge profits" from it. For a while, many netizens sighed: it is the money of the elderly who are earned, the heart of the elderly is deceived, and the "hurt" is the consumer market of the elderly group.
With the deepening of China's aging trend, the consumption of silver-haired people has also continued to expand, and "silver-haired consumption" has gradually become a "new blue ocean" that drives the three major consumption fields of healthy pension, online shopping, and travel and tourism. According to the "China Aging Industry Development Report", by 2050, the consumption potential of China's elderly population will grow to about 106 trillion yuan, and the category consumption of the elderly group will begin to show a trend of sceneization, personalization and newness. In particular, the popularization of the Internet and other technologies has narrowed the digital divide of the elderly, and the "pace" of the elderly group to access the Internet consumption is getting faster and faster, which not only facilitates the life of the elderly group, but also releases huge consumption potential.
However, what does not match the continuous expansion of "silver consumption" is that some pension consumption markets are still in a disorderly state. The media and the Internet often break the news that scams such as fooling, inducing or even forcing the elderly to buy health care products and participate in physical examinations and health care in the name of "pension" are staged from time to time. Behind these chaos is the black and gray "industrial chain" derived by some criminals seizing the loopholes of lax supervision of live broadcast platforms and the information blocking weakness of the elderly group.
The livelihood of the elderly is no small matter, and their online consumption urgently needs all parties to work together to ensure "escort".
Strengthen supervision and management of live streaming platforms. Relevant platforms should strictly review the authenticity and legitimacy of live streaming content, establish live streaming blacklists and real-name access mechanisms, and raise the entry threshold for Internet live streaming marketing. Optimize rights protection services for the elderly, and coordinate relevant departments to solve problems for "silver consumption".
Increase the severity of punishment for illegal online live streaming. For live broadcast room operators and live broadcast marketers who defraud the elderly by means such as false publicity, they should be severely punished in accordance with law, not only to increase the intensity of economic punishment, but also to expose them in a timely manner, prohibit them from re-entering relevant industries, increase their illegal costs, and scientifically guide live broadcast practitioners to standardize operations.
Enhance the awareness of fraud prevention and anti-fraud among the elderly. Vigorously carry out publicity activities to prevent pension fraud, expose all kinds of online shopping scams to the elderly group through the form of case explanations, popularize the common sense of prevention and remedy of online fraud, and enhance the "immunity" of the elderly against fraud. In addition, children should also strengthen the "psychological support" of the elderly group, meet the emotional needs of the elderly, and assist them in normal online shopping, and guide them out of the "quagmire" of consumption scams.
Only the joint efforts of regulatory authorities, online platforms and consumers can timely debunk the "sensational drama" and "bitter drama" in the live broadcast, so that all kinds of online shopping scams have nowhere to hide, and create a safe, assured, honest and clear online consumption environment, can we promote the standardized, orderly and healthy development of the consumer market for the elderly, and can the "new blue ocean" of "silver consumption" stimulate new momentum.
(Hou Daming)