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According to a report by the Red Star Capital Bureau, the account of Douyin anchor "Xiucai" was banned on the evening of September 2, which caused widespread attention and heated discussions. It is understood that Xiucai is a 39-year-old native of Mengcheng County, Bozhou City, who has been creating short videos on Douyin since 2020, with more than 12 million fans and 2 billion likes. Recently, however, he has come under controversy over reports of tax violations.
The Bozhou Municipal Taxation Bureau has confirmed that it has received tax violation reporting materials about Xiucai, and is carrying out relevant investigation work, involving the declaration of personal income. Previously, a 62-year-old Beijing woman reported Xiucai in her real name, accusing him of using dividends as bait to defraud her of 510,000 yuan through online tips and offline dividends. However, the local police said that they had met with the whistleblower and investigated, but found no illegal or criminal acts, and the two sides eventually settled.
Previously, some fraud gangs had impersonated celebrity accounts and used fake faces, voice changing software and other means to deceive middle-aged and elderly people. Shanghai police carried out a crackdown and arrested eight criminal suspects, some of whom were defrauded of hundreds of thousands of yuan. In order to cope with this problem, some platforms have adopted interactive methods such as pop-up prompts, security confirmations, and intelligent voices to intervene in the risk of online fraud, and also provide gift consumption reminders to help users manage their consumption.
In general, the consumption demand of middle-aged and elderly people on short video and live broadcast platforms is increasing, which provides business opportunities for creators, but also requires platforms and relevant departments to take more measures to protect the rights and interests and property safety of middle-aged and elderly people.
For example, companies in the fields of insurance, medical care, health and wellness have launched online live broadcasts, educational courses and consulting services to meet the needs of middle-aged and elderly people. This not only promotes the health management and knowledge update of middle-aged and elderly people, but also brings new business opportunities to enterprises.
However, with business opportunities come risks and challenges. Middle-aged and elderly people are relatively vulnerable to online fraud and false publicity, so platforms and relevant departments need to be more active in strengthening supervision and risk prevention measures to ensure that the rights and interests of middle-aged and elderly users are not infringed.
In addition, as one of the main consumers of middle-aged and elderly people, their spending power has gradually increased, which puts forward higher requirements for all walks of life. Businesses need to better understand the needs of middle-aged and elderly people, provide products and services that better suit their tastes, and build sustainable long-term relationships.
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