Anchors with goods at the bottom: training for one week, hourly salary of one million, and join hands with MCN to "cut leeks"

Beijing, December 13 news According to the Central Radio and Television Corporation's economic voice "Tianxia Caijing", the popularity of live broadcasting with goods has made anchors a popular profession, but the chaos in the anchor industry has surprised people.

"White paper" job seekers are trained in one week

The reporter called the recruitment telephone of several MCN institutions as a candidate, the relevant recruiters basically did not refuse, and even the company did not even need a resume, send a personal photo to directly participate in the interview, and the so-called "white paper" job seekers with no relevant experience can be hired after a week of training.

"This position only needs to learn how to look at the camera and how to introduce the product." In addition, you have to memorize some words, and some sensitive words to avoid. The relevant person in charge of the personnel of an MCN institution said.

The single-hour quote rushed to the staggering million level

For novices, the "admission card" of the anchor industry is almost at hand, and at the same time, the glamorous industry status quo and income level bring the ultimate temptation.

In the first round of live broadcasts in this year's "Double 11" pre-sale period, the cumulative sales of Li Jiaqi and Wei Ya, the two major head network anchors, reached about 18.9 billion yuan, an amazing number.

According to relevant platform data, the quotation of a single hour of live streaming with goods can be rushed to the level of millions - Luo Yonghao is 1.13 million / hour; "redundant and Mao Maojie" is 1.24 million / hour.

In addition, Wang Zulan is 290,000 / hour; "Eight Precepts Speaking Car" is 400,000 / hour; "Lang Stomach Immortal" is 250,000 / hour; "Leper" is 180,000 / hour.

"According to the average very conservative estimate, an anchor with 30 or 40 million fans, a 4-hour live broadcast, the whole team can get a variety of fees and commissions of 45 million, 56 million yuan. A waist anchor can get four or five hundred thousand yuan in a live broadcast. A relevant person in charge of the MCN agency, who did not want to be named, told reporters.

"More than half of sales may be returned"

However, due to the low entry threshold and uneven quality of practitioners, the so-called "coffee position" is not directly "equated" with the corresponding professional skills.

The reporter found that some anchors "lost the reins" and "overturned" in the process of live broadcasting is a common thing, and whitewashing data has become "normal". Adding 100 fans only costs 8 yuan, "1288 likes + 88 live reviews + 100,000 plays" only 30 yuan...

Actor Xu Shendong once exposed that when live streaming goods, not only need to spend money to buy traffic, but even need to spend money to do data and "brush orders".

Wang Dean, the head of e-commerce of a manufacturing company, told reporters: "Many anchors publish 'war reports with goods', that is, publish sales, but never announce the amount of returns. In fact, some streamers may have more than half of their sales returned. ”

Anchors have "routines" for tax evasion

In order to make the profits more lucrative, the anchor and the "behind-the-scenes pusher" MCN agency on the one hand raise the market quotation, on the other hand, through the so-called "tax planning" to "do subtraction" on their own tax burden.

The Hangzhou Municipal Taxation Bureau of the State Administration of Taxation previously released news that network anchors Zhu Chenhui (Sydney) and Lin Shanshan would be recovered from taxes, collect late fees and fined 65.5531 million yuan and 27.6725 million yuan respectively for tax evasion. Some insiders frankly said that "Sydney" is not the first to be punished, nor is it the last, and a large wave of Internet celebrity anchors "tax subsidy tide" may come.

Ge Yuyu, director of the Department of Applied Economics at the Shanghai National Accounting Institute, pointed out: "The common tax evasion routine used by network anchors is to set up a number of sole proprietorship enterprises in some areas where tax sources are required and fictitious business, convert the wages, salaries and labor remuneration obtained by the relevant enterprises into operating income, deliberately do not establish accounts when they can hire financial personnel to build accounts to check and tax, and use the approved collection policy to reduce the tax burden from the original maximum of 45% to less than 10%. ”

MCN agency accused of being "black at both ends"

Occupational access, market quotations, tax payments and other chaos have made the new profession of anchors with goods not establish clear rules and boundaries.

Among them, MCN institutions are considered to be "two blacks", one "pit enterprise" and the other "pit anchor".

Large and small, mixed MCN institutions in the market "muddy waters". Even mcN agency staff told reporters: "The current regulatory policy is inclusive, very beneficial to us, and we still eat very well in the industry dividend." It is expected that there will be another wave of upward movement in the next three or five years. ”

Professor Pan and Lin, executive dean of the Digital Economy Research Institute of Zhongnan University of Economics and Law, believe that although the division of labor between different anchors and MCN institutions is not fixed, the key task of MCN institutions is actually to provide traffic, on the one hand, fan traffic, and supplier brand traffic on the other.

Pan and Lin said that some bad behaviors of anchors and MCN institutions do have a certain regulatory vacuum; the key to creating a good anchor ecology lies in clarifying responsibilities. The interest relationship between the anchor and the MCN also needs to be made public.