Sino-Singapore Jingwei Client, November 17 (Zhao Jiaran) Recently, the anchor Wei Ya said in an interview with the media that her sales in 2019 have exceeded 10 billion yuan.
However, when talking about how much she could profit from it, she laughed and said that "the specific amount of money is in charge of my husband", and said that "there is not so much" that the 5 billion yuan in revenue speculated by the media.
Regarding the commission for live broadcast of the goods, Wei Ya said that the larger the brand, the lower the commission it receives, and some brands do not even charge.
Data map.
Photo by Zhao Jiaran, Sino-Singapore Jingwei
Luo Yonghao, who turned to live broadcast after his entrepreneurial failure, also revealed on the talk show that 400 million of his 600 million debts had been paid off, and the rest could be paid off in about a year or so.
According to data, as of November 12, Luo Yonghao's live broadcast room paid more than 100 million yuan on the night of 11.11.
The report "Live E-commerce Toward a Trillion Billion Market" released by KPMG and Ali Research Institute predicts that the overall scale of live e-commerce will reach 1.05 trillion yuan in 2020, and it may approach 2 trillion yuan in 2021.
How much money does it make to bring goods to the anchor?
Mr. Jingwei chatted with people in the circle.
"The sales volume on the day of the live broadcast cannot accurately reflect the ability to carry goods"
Liu Yue (pseudonym) is one of the team members of a second-line anchor on Douyin. She is mainly responsible for team finance.
According to her, many shipping anchors started with one or two people and a mobile phone. With the impact of the epidemic, the live broadcast e-commerce industry will usher in rapid development in 2020, and her team is growing.
This time on Double Eleven, the team has moved around the country non-stop, changing to another city for a special live broadcast in an average of two or three days.
"We don't work for Douyin, but the anchor uses the Douyin platform to carry out live broadcasts, and then Douyin collects a commission from the anchor." Liu Yue said that the main partners of his team are luxury goods and clothing. Channel business in the fields of, daily chemical and other fields.
She introduced to a reporter from Sino-Singapore Jingwei that the anchor will sign a contract with the merchant or channel after the product selection, and the remuneration is mostly divided into the model of "appearance fee + commission".
Among them, the commission ratio can be set on the anchor's Douyin platform, and then the e-commerce platform will transfer the payment to the Douyin for the anchor to withdraw; and the period of withdrawal varies from platform to platform, and some top e-commerce platforms receive the commission. The time is often more than two or three months after the live broadcast.
"At present, our commission ratio is generally 10%-25%. Some partners will ask for a certain amount of sales, and some will not ask for it. Both parties have an estimate of the anchor's ability to carry goods." Liu Yue said , The commission ratio depends not only on the selection team’s estimation and brand awareness, but also on the anchor’s aesthetic and personal preferences.
From her experience, the greater the brand awareness, the higher the commission ratio.
However, Liu Yue pointed out that it is not the number of items sold in the live broadcast room that can simply calculate the sales and commission amount, because it will also involve the return of some consumers, so it will generally be based on the final Douyin background. .
Recently, it has been circulated on the Internet that "the refund rate of Wang Han's delivery of goods in a special live broadcast reached more than 70%." According to Red Star News, one of the merchants that Wang Han cooperated with on the day of the incident confirmed that many customers ordered the order and contacted to cancel it. Second The day has already returned.
Subsequently, Yinhe Zhongxing, the contracting party of Wang Han, responded that the company had never made any fictitious data or purchase traffic, and the behavior of returning orders after a large number of orders was a malicious attack.
Anchor with high income "save money well"
In Liu Yue's eyes, the live broadcast industry as a whole is still showing a trend of development and growth, but this represents more intense competition for the anchor and more unstable bargaining power.
"The average monthly income of the second-tier anchors with goods that I have learned is roughly 1 to 3 million yuan, while the small anchors at the tail may not reach 20,000 to 30,000 yuan. More anchors enter the game, which means more choices for businesses. The host’s bargaining power may be reduced, but if he seizes the opportunity and maintains a good reputation, he may be in the top spot. After all, live broadcasting is a creative work, and the host’s personal variables are also quite variable."
With a high income, how much tax do you need to pay for carrying goods?
According to Liu Yue, most of the current anchors generally register individual studios, which are sole proprietorships. According to relevant regulations, studios do not need to pay corporate income tax, and the approved tax rate is relatively low.
"Some higher-income anchors will also set up multiple studios, each with a small number of people, and multiple studios established by the same person can pay taxes separately, not combined." Liu Yue pointed out.
A reporter from Sino-Singapore Jingwei in the Tianyancha App found that Li Jiaqi served as a legal person in four studios, including Shanghai Kaiwang Brand Planning Studio and Shanghai Yubiao Cultural Media Studio, which he 100% holds. One studio was established in 2017. In September, the other three companies were established in September and November 2019.
In terms of employment, Liu Yue said that most of the employees in her studio are part-time.
"Live broadcasts do not need to go to work on time every day. Hiring flexible workers can not only complete the work on demand, but the key is to save the cost of five insurances and one housing fund. Some of the staff were originally fans of the live broadcast room, so they joined because they were interested in the industry. "She also said that with the increase in business volume, the studio is also adding manpower and hiring an outsourcing team to complete part of the work.
In October 2020, the General Office of the State Administration of Taxation pointed out in its response to Recommendation No. 8765 of the Third Session of the Thirteenth National People’s Congress that the income earned by flexible employment personnel on the platform from labor services such as sound recording, video recording, performance, performance, and advertising, It is a taxable item of "remuneration for labor services".
In addition, for flexible employees who register as individual industrial and commercial households, or engage in production or business activities on the platform although they are not registered, their income is a taxable item of "business income", and "business income" is based on the income of each tax year The balance after deducting costs and losses from the total amount is the taxable income, applicable to the operating income tax rate table, and taxed annually.
Industry: Matthew effect is obvious in the live broadcast e-commerce industry
Behind the vigorous development of the live broadcast industry, gray production is also quietly rising.
Recently, many media have reported on the phenomenon of popular fraud and sales performance "watering" in the live broadcast with goods. The relevant state departments have also issued management regulations for the bad phenomena in the live broadcast industry.
Viewed on the e-commerce platform on the Sino-Singapore Jingwei client, searching for the keyword "live number of people" can display multiple products that include "live stream popularity optimization".
Earlier, according to the Worker’s Daily, the number of fans, likes, comments and other data in the live broadcast room can be purchased, and 1,000 likes are only 1.96 yuan.
According to relevant sales personnel, the above data can be modified through computer programs.
Recently, the National Cyberspace Administration of China pointed out in the "Regulations on the Management of Internet Live Marketing Information Content Services (Draft for Comment)" issued on November 13 in response to issues such as data fraud in live broadcast rooms, that live broadcast room operators and live broadcast marketers are engaged in Internet live broadcast marketing. For information content services, there must be no falsification or falsification of data traffic such as attention, page views, likes, transactions, etc., and false information must not be published to deceive or mislead users.
Gao Jieying, a professor and doctoral tutor at the School of Finance of Capital University of Economics and Business, said that as a new sales model in e-commerce, how to calculate the amount and the number of interactions in the live broadcast will gradually become clear in the market. It should be noted that no matter which type of statistics is used In terms of caliber, the information disclosed must be true, accurate, and timely, otherwise it will damage the online economy.
Fu Yifu, a senior researcher at the Suning Financial Research Institute, said in an interview with the Sino-Singapore Jingwei client that the Matthew effect in the live broadcast industry is relatively obvious, and the head anchor controls a lot of resources.
"From the foreseeable future, as more anchors enter the game, the bargaining power of the top anchors will not weaken for the time being. On the other hand, if new incoming anchors want to improve their bargaining power or influence, in addition to upgrading their industry expertise In addition to sex, the support of live broadcast platforms will also play a significant role."
Talking about the problems existing in the live broadcast industry such as data "water injection", Fu Yifu said that these problems will not only hurt consumers' trust in anchors, merchants and even live broadcast platforms, but also intensify the bubble in the industry, but will also seriously disrupt market order and infringe on consumption. The legitimate rights and interests of operators and other businesses.
If things go on like this, it will inevitably affect the business ecology and development space of the live broadcast platform.
(Zhongxin Jingwei APP)
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