Summary of Key Points
This news report exposes a sophisticated scam targeting the elderly through live streaming: Some streamers (often backed by MCN agencies) create fictional personas and concoct melodramatic plots (such as fighting against evil forces, using mysticism for disaster relief, or offering "lucky boxes") to manipulate the emotions and trust of the elderly. They first attract viewers on public platforms before moving them to more concealed private live streams where they sell high-priced, low-quality, or even counterfeit products (e.g., so-called "miracle drugs" that cost just a few yuan or wines with questionable certifications). These scams operate with great precision, using tactics like switching accounts and repeatedly registering stores to evade regulation, causing significant financial losses to the elderly. Although regulatory authorities and platforms are making efforts to combat this issue, more sophisticated technologies and stricter penalties are needed.
1. The Scam Tactics: Using Stories and Emotions to Trap the Elderly
The core strategy of the scammers is to move the elderly with stories and turn their emotions into impulse purchases.
For example, in the "lucky box" scam during a stream by "Brother Three," the link for the 1999 yuan product does not display the actual item; the streamer encourages viewers to buy, implying a reward of a ten-thousand-yuan iPhone. Co-streamers even incite excitement, suggesting that buying is like grabbing money. There are also mystical scams where the streamer pretends to be drugged and then seeks help from a "wise person" for disaster relief, followed by the sale of a 666 yuan purse, claiming it's a secret between them that returning the product would bring bad luck, preventing returns. Another example is the "Farmer Soldier" scam, where the streamer plays the role of a fighter against evil forces, exploiting the elderly's sense of indignation.
2. The Behind-the-Scenes Operation by MCN Agencies
These scams are not individual acts but part of a well-organized production process by MCN agencies.
A particular MCN agency (originally a cosmetics company with live streaming expertise) packages the streamers, creating personas (such as the loyal "Brother Three" or the victimized ordinary person), writing scripts, and hiring paid actors (both co-streamers and the "wise person"). Each stream is managed by a central control team with on-site staff. After each stream, they analyze data on fan growth, sales, and gross merchandise value (GMV). Dong Qian mentioned that the streamers she works for can generate monthly sales of 10 to 30 million yuan. MCNs treat streamers like stars, switching partners if they don't generate enough revenue. The products used in these scams are often knockoffs; items that cost a few yuan can be sold for hundreds or thousands on private platforms, with claims of being imported from abroad.
3. From Public to Private Platforms: A More Concealed Method of Profit Extraction
To avoid regulation, scammers direct the elderly from public platforms like Douyin and Kuaishou to private groups or websites.
To join these groups, the elderly must meet certain criteria, such as being older and having purchased products on the public platform, and they need to scan a QR code to contact customer service. Private live streams are even more secretive: links change daily (only valid for that day), and there are no options for returns or complaints, leaving platforms powerless to intervene. For instance, during "Brother Three's" private stream, asking for product information might result in questions like, "Don't you trust me?" Scammers also use tactics like offering coupons that require collecting 30 pieces before a phone can be claimed, but once 29 coupons are collected, the opportunity is lost—essentially keeping viewers engaged and spending money.
4. The Deceitful Nature of the Products
The high-priced products sold on these streams are often of low quality, with no real certifications or accurate marketing.
For example, the "Bingwu Year Zui Mao Wine" is claimed to cost ten thousand yuan, but the company behind it was established less than a year ago, has a registered capital of only 100,000 yuan, and no employees. Another product, the "Mao Master Exclusive Wine," has a company with an unknown address and a counterfeit anti-counterfeiting label from a center that ceased operations in 2020. The 399 yuan "Changbai Mountain Black Ginseng Legs" is claimed to cure serious illnesses, but there is no basic product information available, and the store is closed as soon as the elderly try to return it (scammers quickly register new stores with the same name). These products are worthless, relying entirely on the streamer's exaggerated claims.
5. The Challenges in Regulation: More Aggressive Measures Are Needed
Although regulatory authorities and platforms are taking action (Kuaishou helped arrest 34 suspects this year), scammers' tactics (such as switching accounts and moving to private platforms) make it difficult to effectively combat them. Complaints from the elderly's families are often ineffective; for instance, Meng Lin's father spent over 100,000 yuan but was not even allowed to touch the product. To solve this problem, a two-pronged approach is needed: platforms must improve their technology to detect scam tactics (e.g., automatically identifying "lucky box" links and mystical rhetoric), and authorities must impose stricter penalties, targeting both the streamers and the MCN agencies that support them. Additionally, it's important to educate the elderly to be cautious of the "benefits" and "secrets" offered in live streams and not to easily trust strangers' promises.
This news highlights how live streaming scams targeting the elderly have evolved into a well-structured criminal enterprise that requires the joint efforts of society to protect the elderly from financial fraud.