Private domain live broadcast is going to be a thing of the past

The WeChat Security Center issued a governance announcement and banned some illegal private domain live broadcast accounts. These accounts used the guise of "health preservation" and "popular science" to induce the elderly to buy health products at high prices. This article will explore the current status of the private domain live broadcast industry and analyze its existing problems for your reference.

Last night, the WeChat Security Center issued the "Announcement on the Management of Illegal External Links of "Health Live Broadcasting", which clearly banned the bottom-line scam:

In some WeChat groups under the banner of "health preservation", "popular science" and "public welfare", there are behaviors of posting H5 links to induce users to jump to external live broadcast rooms. These live broadcast rooms ostensibly teach health knowledge, but in fact they take advantage of the elderly's desire for health, exaggerate the efficacy of related products, and induce the elderly to buy "health preservation" over-the-counter drugs or health products at high prices.

In the public announcement, some private health accounts were directly banned.

315 is coming, and the private live streaming track that earns eggs, promotes health care, and cheats the elderly out of their money is likely to face a catastrophe.

01 The name of private domain live broadcast determines its end

Phoenix.com just reported in a tweet:

A store called "Ecological Products" sells expensive daily necessities such as 20 yuan soy sauce and more than 100 yuan a small bag of black fungus to attract wealthy elderly people. The store manager directly told Zhang Yang that if someone came to ask about the price of a bottle of Haitian soy sauce, "Don't pay attention to him, he is not our customer."

It is reported that the high-quality "natto" sold to the elderly in the store is actually bought online by the store manager at a price of more than 10 yuan per pound, and can be resold to the elderly for more than 190 yuan per pound.

The operator of a live broadcast room specializing in selling health products told Jisu Finance that the sales policy given by the boss would show the cost price and the selling price. What impressed him was that a Tibetan medicine with a cost of 200 yuan was sold for more than 900 yuan, while a ginseng and poria capsule cost less than 100 yuan but could be sold for 475 yuan.

The definition of private domain live broadcast determines its final outcome:

The live broadcast language is arbitrary, the marketing methods are unrestrained, and the products also break through the platform's risk control restrictions.

If we define “unrestricted”, chaos is inevitable.

Rumor has it: Private domain live streaming = cheating the elderly, a shocking conclusion.

When I tried to find these private live broadcast rooms that cost tens of billions of dollars, even someone as powerful as me had to work very hard.

In hidden corners, I saw amazing dwelling time and conversion capabilities.

Free eggs for joining the WeChat group, points for watching live broadcasts, points can be exchanged for products..., a series of routines, in the strong interest-induced game, Dong Yuhui probably isn't attractive in the eyes of his mother-in-law.

There are no free eggs in the world, everything is for harvest.

Then, various health care products came into the market, claiming all kinds of magical effects and various case studies, and are emptying the wallets of the elderly.

Let’s think about it the other way around: Even with such strong product review, violation review, and account bans on live broadcasts on public platforms such as TikTok and Video Account, consumers will still encounter various tricks.

In a place like the private domain where there is no supervision, you can imagine how exaggerated the routines are:

If the product can pass the review, why is it hidden so deeply? Why can't it be sold on public platforms?

In hidden corners, they make fortunes quietly and avoid illegal product and marketing supervision.

However, the private domain is not a lawless place, and sales of tens of billions of dollars have already had a huge impact.

I believe the hammer will come down soon.

02 Black Private Domain

Of course, not all private domain live broadcasts have problems, but for some big health live broadcasts that have transformed from offline sales, violations and illegal marketing of products are probably a foregone conclusion.

For those private-domain live broadcast formats that were originally used for community group purchasing, most of the logic is: I use the live broadcast room to better explain the product.

It is not easy to violate regulations under this logic: the product is still the same product, the price is still lower, and the explanation allows you to understand the product better.

However, the logic of private domain live streaming, which has transformed from offline sales meetings, still continues the routine of sales meetings.

As a top media in private domain e-commerce, I am becoming more cautious about the development of private domain live streaming.

Our understanding of private domain:

• It is a cheaper channel to reach customers;
• It is the source of supplying high-quality and low-priced products;
• It is a more humane and thoughtful customer service;
• It is a more long-term and trusting customer relationship.

The development of private domains requires skills, but it relies more on sincerity. I have seen many positive cases among our members:

Whether it is the group leaders who sell high-quality goods in Kuaituan, or the various private domain platforms that sell vertical products, the ultimate victory lies in better products and lower prices.

Strong interest inducement, products that cannot pass review, and excessive marketing tactics all deviate from the original intention of private domain.

With this wave of heavy hammers coming down, private domain live streaming is expected to cool down.