By 20021year, live e-commerce continued to make rapid progress, and the scale of user transactions continued to expand, but
The barbaric growth has finally stopped. With the exposure of chaos in the industry, intensified platform competition, the head anchor being king, and increasingly strict supervision, this industry has also ushered in a key node.
The head anchor effect is broken, ushered in a tax investigation storm.
Near the end of the year, there are many major events in live e-commerce, and the head anchor has been exposed to tax evasion. The huge amount of fines has made the public focus on the tax investigation storm in the live broadcast industry.
Viya, Sydney and Lin Shanshan were severely punished for tax evasion, which became a landmark event in the tax regulation of the live broadcast industry.
1 1 month 22nd, Hangzhou Taxation Bureau reported that Sydney Lin Shanshan was suspected of tax evasion, and recovered and fined RMB 6555.3 1 10,000 and RMB 27,672,500 respectively. Less than a month later, the two were banned by the whole network, and the tax self-correction and self-examination of the live broadcast industry began.
The live broadcast of "One Sister" Viya was also planted on the tax issue.1On February 20th, Viya was fined for tax evasion.1300 million boarded the hot search, which once again triggered the whole network's attention to the tax evasion of the anchor. As the head anchor who has occupied the top spot of live broadcast for a long time, it is not an exaggeration to say that he is a representative of the industry. Viya was punished for tax evasion, which was enough to bring an industry earthquake.
Viya was finally banned by the whole network, which finally alerted the whole industry to pay attention to tax self-examination and self-correction, and suddenly thousands of anchors took the initiative to pay taxes. This huge tax investigation storm has not yet come to an end, but
The fall of the head anchor not only largely corrected the unhealthy trend of taxation in the live broadcast industry, but also broke the head effect.
As a hot profiteering industry, the rise of live e-commerce is too fast, and the industry norms have not yet been launched, so that there is a "gray zone" for high-income groups. As the biggest beneficiary in the industry, the head anchor concentrates most of the traffic in the platform, earning a lot of money with the goods, which is a signboard for the platform and an opportunity for the brand to promote it efficiently.
However, on the other hand, the monopoly of the head anchor and the continuous expansion of the right to speak have also brought troubles to platforms and brands. The living space of small and medium-sized anchors has been compressed, which is not conducive to diversity, while brands are in a weak position in front of big anchors and are not conducive to their own ecological development.
Viya, Sydney, Lin Shanshan, these head anchors were blocked, which undoubtedly sounded the alarm for other head anchors, but also dispersed the head effect of the big anchor, ushered in a wave of reshuffle, and other anchors, brands and businesses had more opportunities.
Brand self-broadcasting will become the new mainstream
Several big head anchors fell,
After the head effect is broken, small and medium-sized anchors also receive some traffic, and at the same time, it is also a good opportunity for brands to develop brand self-broadcasting.
Previously, the brand mainly cooperated with the anchor to bring goods, and increased sales and sound volume with the help of the anchor's traffic and influence. The effect of the broadcast was immediate, but in the long run, it would also suffer from anchor dependence; On the other hand, in order to cooperate with the big anchor, the brand must compromise on the bargaining power, which will adversely affect the brand's price system and income.
1 1 month 17, L 'Oré al made a hot search for false propaganda, followed by the announcement of suspension of cooperation between Li Jiaqi and Viya. The lowest price of the whole network claimed by the live broadcast rooms of the two major anchors was hit by the higher discount of L 'Oré al's own flagship store, which not only caused consumer dissatisfaction, but also directly confronted the two major anchors.
The anchors are very quick, and the public relations of L 'Oré al are relatively strong. At the same time, the "tearing" between the big anchors and the big brands has also made many consumers realize that what big anchors can confront a big group? Why can't the lowest price of a product be held by the brand itself?
Strong discourse power, high pit fees, low repurchase rate, etc., are all important reasons why brands gradually give up broadcasting instead of broadcasting.
At the same time, in recent years
private?traffic
The concept is popular, and brand self-broadcasting is the way to obtain the independent operation of private domain traffic, which is very important for brands and platforms.
It can not only reduce the cost of live broadcast operation and customer acquisition, control bargaining power, maintain brand tonality, but also stabilize traffic and precipitate customer base.
. To this end, Tik Tok, Taobao, Aauto Quicker and other live broadcast e-commerce companies have successively launched policies to support brand self-broadcasting. For example, Taobao Shuang 12 launched a self-broadcasting version for all people, encouraging platform merchants to broadcast their brands themselves, and they can participate by default without signing up to meet the conditions.
This year, the achievements of brand self-broadcasting have been quite eye-catching. During the double 1 1 period, over 100000 brands started self-broadcasting on Taobao live broadcast platform, the turnover of 43 brand live broadcasts exceeded 1 000000 yuan, and the turnover of 5 10 merchants exceeded 10 million yuan. This is just the beginning.
After the tax storm, the breaking of the head effect made the live broadcast really return to its proper meaning:
Live broadcast is not a means to meet the needs of the head anchor, but a new sales way for businesses to improve the efficiency of supply chain, quickly connect with consumers, reduce costs and increase efficiency.
Anchor turned positive, and industry norms were introduced.
1 1 25th, the Ministry of Human Resources and Social Security, the Central Network Information Office and the State Administration of Radio and Television jointly released * * *.
National Professional Skills Standard for Internet Marketers
Internet marketers include anchors with goods, and this standard also classifies Internet marketers, and clearly defines the scope of activities, work content, skill requirements and knowledge level of this profession.
In July 2020, the relevant departments released nine new occupations to the society, among which
"Internet marketers" will include network anchors and product selectors in formal jobs.
The new types of jobs and professional skills standards issued by the Ministry of Human Resources and Social Security and other departments for the live broadcast industry are recognition and support for the live broadcast industry, and also give clear industry norms in a very timely manner, and put forward basic professional ethics requirements and professional codes of "strictly controlling quality" for the anchor with goods.
There are clear professional skills standards as a reference and selection method, which also avoids the difference in the ability of carrying goods and professional quality of anchors, and screens out more high-quality and professional anchors, providing a direction for groups who want to engage in Internet marketing.
In general,
The anchor's regularization and the introduction of industry norms are conducive to strengthening the normative guidance and moral constraints on the new profession of anchor, which means that the live broadcast industry has entered a stage of standardized development.
Highly dependent on Greater online celebrity, MCN institutions are transforming.
The vigorous development of the live broadcast industry has made a number of anchors popular, and also spawned MCN institutions that specialize in incubating online celebrity. However, with the development of the live broadcast industry and the growth of online celebrity, MCN is also facing more challenges.
On the one hand,
MCN institutions rely too much on Greater online celebrity and are easily affected.
. Ruhan was eventually forced to withdraw from the market because of the fermentation of the Zhang Dayi incident, and the dispute between Li Ziqi and his MCN company Micro-read also reflected.
The cultivation of net red in live broadcast industry cannot be copied.
. In addition, after absorbing the live broadcast bonus, online celebrity seeks a change in identity interests, and it is also easy to have a conflict of interest with MCN institutions.
On the other hand, a large number of unprofessional small and medium-sized MCN institutions adopt the strategy of "casting the net widely" and promise to sign amateurs with traffic, operation and packaging support.
The signing chaos in this process has caused many anchors to suffer greatly.
How to protect the rights and interests of anchors, cultivate online celebrity correctly and find an effective incubation strategy is a great test for MCN institutions. 202 1 year,
MCN institutions are also exploring more diversified development paths.
From single-minded training to talent training, from front desk service to supply chain undertaking, and so on, we have to try.
From 2020 to 20021year, the development of the live broadcast industry is like a storm, and the pattern is changing rapidly. After the barbaric growth, no one expected that the head anchor like Sydney Viya would die off guard.
Under the strict investigation and regulation of the regulatory authorities, the downfall of the first live broadcast sister did not affect the development of the industry, but punctured the bubble in the live broadcast room and eliminated the unhealthy atmosphere, which is a sign that the industry has entered a formal and diversified stage.
The competition between live broadcast platforms and anchors is becoming more and more fierce. After the industry is on the right track, how anchors, merchants, platforms and MCN institutions gain advantages and find traffic in the new stage has become a new topic in the future.
Author: Feng Qing