Recently, consumer complaints have emerged alleging that a goat milk formula product under Longrich—a well-known Chinese personal care and health products company—is being sold through a suspected pyramid scheme model, drawing public attention. Longrich has been actively expanding into the broader health and wellness sector in recent years, including functional foods and nutritional supplements. The product in question is a premium goat milk formula marketed by a subsidiary or affiliated brand, primarily distributed through social e-commerce, WeChat-based resellers, and membership-based channels.According to whistleblowers, the product employs a multi-level distribution system that incentivizes consumers to recruit new members and offers commissions or rewards based on team sales performance—characteristics that align with China’s regulations defining illegal pyramid schemes. Local market regulators have launched an investigation, though no official conclusions have been released yet. Longrich responded by stating that the product is independently operated by a partner entity and emphasized its full cooperation with authorities, reaffirming its commitment to legal compliance.Experts warn that while many health products leverage social media for rapid growth, business models involving recruitment-driven commissions and hierarchical rewards risk violating anti-pyramid laws. Consumers are urged to exercise caution when purchasing such items to avoid falling into illegal fundraising or pyramid schemes. The incident also serves as a reminder for companies to ensure their business practices remain lawful while pursuing innovation and expansion.
近日，有消费者举报隆力奇旗下某款羊奶粉涉嫌传销模式销售，引发社会关注。隆力奇作为中国知名日化与健康产品企业，近年来积极拓展大健康产业，其中包括功能性食品和营养补充品。此次涉事产品为其旗下子公司或合作品牌推出的高端羊奶粉，主要通过社交电商、微商及会员制渠道进行推广。据举报人反映，该羊奶粉采用多级分销机制，鼓励消费者发展下线，并以团队业绩为依据给予返利或奖励，符合《禁止传销条例》中对传销行为的界定。市场监管部门已介入调查，目前尚未公布最终结论。隆力奇方面回应称，相关产品由合作方独立运营，公司正积极配合监管部门核查，并强调自身始终遵守国家法律法规。专家指出，近年来不少健康产品借助社交平台快速扩张，但若营销模式涉及拉人头、层级计酬等特征，极易触碰法律红线。消费者在购买此类产品时应提高警惕，避免陷入非法集资或传销陷阱。事件也再次提醒企业，在拓展新业务的同时，必须确保商业模式合法合规。
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