"It's a little panic."
Talking about the atmosphere of the anchor industry under the current tide of tax reimbursement, Li Chengdong, an e-commerce analyst, told the China Business News reporter.
He mentioned that the reason is not only the alertness effect of the head anchor being notified, but also the fact that the anchors, institutions and related departments rarely overlap in the past, lack relevant experience, and are not professional enough in tax processing.
Incomplete statistics. Up to now, about 20 provinces, cities and regions including Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu, Tianjin, Hebei, Liaoning, Hubei, etc. have successively issued announcements to remind them that they have not paid attention to their own tax-related issues or that self-examination and rectification have not been in place. Star artists, webcasters and others have stepped up their rectification and self-examination, and proactively reported and corrected tax-related issues to the taxation department before December 31 this year.
The tax reimbursement incident has turned the entire live streaming industry from barbaric growth to rational regulation. The phenomenon of crazy low-price sales in the past will become rational under stricter tax supervision.
Since the State Administration of Taxation issued a notice on strengthening the tax administration of entertainment practitioners in mid-September, thousands of people have taken the initiative to self-check and pay taxes.
A reporter from China Business News learned that in the live broadcast industry, anchors have urgently hired professional financial institutions to guide tax self-inspection.
Mo Daiqing, director of the online retail department and senior analyst of the e-commerce research center of the Net Economics, told China Business News that the huge resource concentration effect is reflected behind the head live broadcast, and the space available for small and medium-sized anchors and long-tail anchors is compressed. In the past, the monopoly of top anchors was not conducive to the development of the industry.
This incident will disperse the effect of the head anchor, usher in a wave of reshuffle, and usher in more opportunities for other anchors, MCN agencies, brands, and merchants.
Anchor industry reshuffle moment
Near Shanghai's Xujiahui business district, in a building marked with "never's family" and five cartoon dogs, the team of China's leading internet celebrity Li Jiaqi is located here.
At the end of December, after passing through a room full of samples, camera cameras, and honor medals, the CBN reporter came to the area where Li Jiaqi's daily live broadcast work.
In the afternoon, there were still a few hours before the broadcast, but several staff members had already started to debug the machine and test the lighting effects.
After the live broadcasts of Wei Ya and Sydney were closed, Li Jiaqi became the only head anchor on the Taobao platform, which attracted much attention from the outside world.
"The company has always been operating in compliance with laws and regulations." The relevant person in charge of Meiwan (Shanghai) Network Technology Co., Ltd. (hereinafter referred to as "Mei ONE", the MCN organization to which Li Jiaqi belongs) solemnly stated.
But on December 23, Li Jiaqi was commented by the Zhejiang Provincial Consumer Protection Committee and quickly appeared on the hot search.
In the latest response, Li Jiaqi’s operator stated that it will immediately stop selling related products and make changes to all products in the inventory. After the changes are completed and a new round of testing, the relevant products will be re-listed.
Among the current leading anchors in the live broadcast industry, Li Jiaqi, Luo Yonghao, etc. are operating normally, and the Internet celebrity anchors Xueli, Lin Shanshan, and Wei Ya have been fined for tax evasion. Where will their market share flow?
The industry generally believes that the first is to flow to other anchors in the site and the live broadcast rooms of the merchants; the second is off-site, such as Douyin, Kuaishou and other platforms.
Behind the reshuffle of the anchor industry, the reporter learned in interviews that after the big anchors roll over, some small anchors can divert some traffic, and some brands will actively seek cooperation, and the situation is better than before.
As for the brand merchants that have relied too much on the head anchor, it is time to rebuild the channel and even rebuild the product system.
Chen Dengfeng, vice president of Zhejiang Siliebo Sleep Technology, which is listed on the New Third Board, told China Business News: "If the dependence is relatively high, then follow-up will have a greater challenge to channel reintegration. If you need to re-establish it, you can choose the anchor resources. Not much, or focus on channels with higher operational capabilities, or even rebuild their own product system."
Mo Daiqing commented on reporters that in the past, the head anchor resources were concentrated, which was not good for businesses. For example, on Double 11, consumers could find themselves through the venue, but now they have to pass the anchor, which is actually one more hurdle.
Then under the influence of the platform, in order to be able to enter the live broadcast room of the head anchor, the business must make concessions and sacrifices.
This has caused unbalanced development for the business ecology, and it may not be healthy.
Many businesses began to shift their focus to mid-waist anchors.
As for the talents to bring goods, Chen Dengfeng told the China Business News reporter, "Now the anchors in the head and mid-waist are looking for them."
A marketing person in charge of a small kitchen appliance company told reporters that after a certain head anchor was fined a huge sum of money for tax evasion, it is expected that the head of home appliance brands will turn more to self-broadcasting goods in the future, and the initiative is in their hands. inside.
"
"In the early days, the platform would tend to flow traffic to MCN agencies, because MCN agencies can incubate anchors; now traffic tends to live broadcast bases, because only bases can drive goods. For example, Pinduoduo and Douyin have given traffic to live broadcasts from the beginning. A base, not an anchor." Someone in the apparel industry told a reporter from China Business News that in the future, the merchants who control the goods will have more and more voice. The scarcer the goods, the more the anchor hopes to cooperate with the merchants of the goods; the platform is on After understanding the scarcity of the goods, the traffic will increasingly tilt towards the goods side.
Self-examination and self-correction with cargo drainage
The core of the e-commerce live broadcast industry chain consists of the traffic end and the supply chain end. The traffic end mainly includes the live broadcast platform (Taobao Live, Kuaishou, Douyin), MCN and anchors, which are responsible for obtaining user traffic; the supply chain end includes the main e-commerce platforms ( Taobao, JD, Pinduoduo), upstream supply chain (brand owners, distributors, factories), responsible for the full set of operations after diversion.
Behind the anchor, the self-examination and self-correction of the MCN agency is also going on at the same time.
Connected between the flow end and the supply chain end is the commission generated after the goods are sold.
At present, the mainstream commission distribution method of live/short video e-commerce is mainly based on CPS (the amount of advertising is converted by the actual number of products sold).
After a live broadcast, the MCN agency usually collects a commission of 20% to 40% according to the quantity of goods brought.
Liming, the founder of an MCN, told CBN reporters that both the head anchor and the live broadcast ecology of the Tao system closely connected to the anchor will inevitably undergo tremendous changes.
Where is the future trend of the live broadcast industry?
Liming thinks it is interested in e-commerce.
"Although the top anchors have developed rapidly in the past one or two years, they have no external traffic outside of Taobao. Therefore, every big promotion and activity needs to be published on Weibo, offline advertisements, elevator advertisements, and Xiaohongshu. To buy ads in a channel, you also need to post a live broadcast preview on the official account to attract consumers. At the same time, Taoxi live broadcast is a search-waiting live broadcast format, which has been accumulated over a long period of time. Therefore, it will not be able to run out of the third super anchor in the short term. From Taobao From an ecological perspective, the recommendation mechanism of'Thousands of People with One Thousand Faces' is also very good, and there is no need to live broadcast."
Regarding the “tax reimbursement for thousands of anchors” in the previous news report, the founder of the aforementioned MCN agency told China Business News that in addition to the head anchors, the industry speculated that most of them might be celebrities, because celebrities have a greater influence to bring goods. There is a pit fee from time to time, and the rebate is also higher.
It is now tacitly to require industry self-discipline, tax supplementation or self-inspection and self-correction are conducive to the development of the industry, which has a greater positive impact on the industry.
In addition, the related industries of carrying goods and diversion are also gradually self-examination and self-correction.
On December 28, a home appliance evaluation blogger named "Lan Daxian Ren" posted a message on Weibo that JD.com reminded him to pay taxes.
According to the news, the blogger needs to make up tax of 21,8527.7 yuan in 2020 and 127,089.38 yuan in 2021. The blogger needs to transfer money to the account provided by Jingdong Alliance.
Lawyer Cheng Liang from Shanghai Rongfu Law Firm stated that the punishment of tax evasion related to Internet anchors and popular movie stars has not only warned other colleagues, urged them to actively and proactively correct tax evasion, but also educates latecomers on tax evasion. From the beginning, we must establish the awareness of paying taxes in accordance with the law and implement the tax obligations into reality.
This is of great significance for strengthening the supervision of the live broadcast industry and standardizing the development of the live broadcast industry. At the same time, it will also be more conducive to the long-term standardized and healthy development of the platform economy.
Author: Lu Hanzhi ▪ Wang Hai ▪ Liu Jia