On December 20, according to Xinhua News Agency, the well-known head anchor Wei Ya evaded taxes of 643 million yuan, underpaid 0.6 billion yuan in taxes, and was recovered and fined 1.341 billion yuan. Netizens have accused him of tax evasion, and the People's Daily has criticized him for being repeatedly urged to rectify it incompletely.
Behind the "Weiya incident" is not only a huge amount of tax, or a change in the pattern of the live e-commerce industry.
Wu Jincao, an analyst at Soochow Securities, said on a conference call on Monday night that if the super-head anchor is restricted, the future live broadcast form may move towards decentralization similar to douyin live broadcasting, focusing more on content, rather than relying solely on discounts for commodity marketing.
Three modes of live streaming with goods
Soochow Securities believes that live streaming with goods cannot be generalized, and it is divided into three modes of live broadcasting, such as "anchor with goods", "factory broadcast" and "store broadcast".
1. "Anchor with goods"
The anchor with goods is the super head anchor for product publicity or marketing, such as Taobao live broadcast of Wei Ya, Li Jiaqi, Douyin's big wolf dog, Luo Yonghao, etc., with its own huge public domain traffic, to a certain extent, with the ability to help the brand establish brand power, set the price band.
2. "Factory Broadcast"
Factory broadcasting is mainly to help white brands, products with brand shipments, such as Simba, the anchor itself is to endorse the quality of goods.
3. "Shop Broadcast"
Store broadcasting is similar to customer service, mainly "promoting conversion" rather than "drainage". Soochow Securities pointed out that Douyin Live has the potential to create a private domain.
Image source: Soochow Securities Research Institute Tao/Fast/Shake the pattern of the world
At present, live e-commerce has formed a pattern of Tao/Fast/Jitter, and the demands of anchors and brands on various platforms are not the same.
1. Taobao live broadcast: high centralization, strong bargaining power of anchors
Taobao's anchors are mainly head anchors, the core main brand discounts, the anchor's bargaining power, the right to speak is stronger, its own profitability is relatively strong, and has a certain Matthew effect, the head of the anchor will be stronger, and some non-head anchors have a weak sense of existence, it is difficult to get ahead.
This has led to the platform being extremely dependent on anchors, with weak bargaining power for head anchors and the highest degree of centralization. At the same time, the gross profit margin of the brand owner brand side is under significant pressure. Low gross profits and high live broadcast fees are completely at a loss for many brands.
2. Douyin live broadcast: there is almost no super head anchor, relatively decentralized
The Douyin platform almost does not have super-head anchors like Dawei/Li, non-heads still have the opportunity to emerge, and the profitability of anchors is balanced, mainly relying on the content itself to promote the brand's non-brand products.
The platform is relatively decentralized, the content-based live broadcast produces a degree of differentiation, the interface design is conducive to decentralization, and brand owners can do product promotion, create private domains, and directly profit.
3. Kuaishou live broadcast: the anchor head flower, private domain, centralized is higher
Anchors are more head-headed and private, anchors and fans are more sticky, and bargaining power is relatively strong.
The platform has a high degree of centralization, a private domain, strong bargaining power of super-head anchors, and brand owners rarely choose to exert efforts on the Kuaishou platform.
Image source: Where will soochow securities research institute's future live e-commerce industry go?
Soochow Securities believes that after the super head anchor Wei Ya was punished, the pattern of e-commerce anchors was reshuffled, and the sales channels of goods changed.
First of all, it is conducive to the healthy development of the live broadcast industry, making it more standardized, breaking the monopoly of the head anchor, giving non-head performance and the opportunity to come out, and promoting healthy competition in the entire industry.
Secondly, for the brand side, it gives it more bargaining power. Brands no longer use "inner rolls" and compete to let the head anchor promote their products, and can return to the products themselves and choose marketing methods that suit them, rather than relying solely on low prices to expand sales.
Finally, for the platform, it is not necessary to rely too much on the head anchor and has stronger bargaining power.
In summary, as Soochow Securities pointed out, the future live broadcast pattern may move towards a decentralization similar to Douyin live broadcasting, focusing more on content rather than relying solely on discounts.