Tech Planet (WeChat ID: tech618)
Wen | Xi Rui
Cover source | Visual China
In the last month of 2021, the live broadcasting industry is still "shaking".
A month after Sydney was investigated, Via was also fined for tax evasion. On December 20, the tax department of Hangzhou City, Zhejiang Province, released the news that Wei Ya had been pursued for tax evasion and fined 1.341 billion yuan. Subsequently, Via posted an apology. On the evening of December 20, the accounts of Weiya Weibo, Taobao Live, Douyin, Kuaishou and other platforms have been blocked.
A few days ago, the Inspection Bureau of the Hangzhou Municipal Taxation Bureau investigated and dealt with the suspected tax evasion problem of network anchor Huang Wei (net name: Wei Ya). After investigation, between 2019 and 2020, Huang Wei evaded taxes of 643 million yuan and other underpaid taxes by concealing personal income, fictitious business conversion income nature false declarations, etc., and made a tax administrative treatment penalty decision against Huang Wei in accordance with the law, recovering taxes, collecting late fees and imposing fines totaling 1.341 billion yuan.
The relevant person in charge of the Hangzhou Municipal Taxation Bureau mentioned in answering Huang Wei's illegal facts that between 2019 and 2020, Huang Wei evaded taxes by concealing the commission income obtained from the live broadcast platform; through the establishment of Shanghai Weihe Enterprise Management Consulting Center, Shanghai Dusu Enterprise Management Consulting Partnership and other individual sole proprietorships and partnerships, the income from labor remuneration such as commissions and pit fees obtained by her personal engaging in live streaming was converted into enterprise operating income to false declarations and evaded taxes Engaging in other production and business activities to obtain income, but failing to declare and pay taxes in accordance with law.
At present, the top three Taobao anchors, only Li Jiaqi has not been exposed to tax evasion. Even the day before Wei Ya deregistered the company, Du Hua and Li Jiaqi affiliated companies invested in the establishment of a new company, Tianjin Huamei Network Technology Co., Ltd. The company behind Li Jiaqi has also extended its tentacles into the entertainment field.
According to the Tianyancha App, at present, Weiya (Huang Wei) has 16 affiliated companies, of which 11 are in existence, and the investment territory involves e-commerce, clothing trade, enterprise management, etc. In addition to 8 enterprises, including Yunnan Yazhi E-commerce Co., Ltd. and Shanghai Dawei Enterprise Management Consulting Center, which are wholly owned and serve as legal representatives, Weiya also holds 49% of the shares of Guangzhou Weiyafeng Trading Co., Ltd., 45% of the shares of Guangzhou Weimi Kesi Clothing Co., Ltd., and 5% of the shares of Shangrao Jiaqian Enterprise Management Center (Limited Partnership), and the suspected actual controllers of these 3 enterprises are Dong Haifeng, The husband of Weiya.
As early as early December, Mr. and Mrs. Via wrote off the partnership that had just been established last year. This action is seen by everyone as a prelude to "being punished". In fact, it's not just Humble looking at deregistration. In February this year, Mei wrist management consulting co., ltd., which is fully controlled by Ningbo Meijian Network Technology Co., Ltd., was also written off and established for just over a year.
In front of the stage, Li Jiaqi and Wei Ya are super anchors with tens of millions of fans. Behind the scenes, they own dozens of businesses, and their commercial footprint extends far beyond the live broadcast room. The MCN agency behind them, Humble Seeking and Beauty ONE, may be the next "Ruhan".
Li Jiaqi and Wei Ya are the epitome of the barbaric growth of the live streaming industry in recent years. Similarly, the industry's current shift will be reflected on them, and brutal expansion will be pressed the pause button.
Humble Holdings: Eat the ambitions of the entire live broadcasting industry
Although Wei Ya has already been the head anchor of Taobao, Qianxun Company has not bet on one person. "Wei Ya cannot be copied, because there is only one Wei Ya, but more head anchors can be copied," Zhao Ran, president of Qianxun Holdings, has said publicly.
From talent to star, Qianxun has signed more than 50 anchors. In addition to Xiaoqiao Jofay, An Ananan and other talent anchors, Qianxun seized the short outlet of star live broadcasting and pocketed stars such as Lin Yilun, Li Jing, Haiqing, Li Xiang, Dazuo, Li Ai, and Gao Lu. This year's 618, Taobao live broadcast star list top 10, Humble star anchor accounted for 5 places. Among them, Lin Yilun ranked first.
But Qianxun is not satisfied with Taobao, starting from last year to layout Douyin, signing more than 10 million fans of beauty anchors Beibei Rabbit, food anchors eating all over China and star Shu Chang. Last month, after the contract with the "make a friend" company behind Luo Yonghao expired, star Qi Wei also officially announced that she had joined Qianxun. According to Feigua data, in the past six months, Beibei Rabbit has brought more than 300 million goods, Shu chang has brought more than 500 million goods, and Qi Wei's fans on Douyin have reached 18.23 million.
From celebrities to celebrities, from Taobao to Douyin, the anchor matrix headed by Wei Ya has been clearly visible. In order to support the batch anchors in the live broadcast room, the focus of the first two years of Humble search has been on infrastructure, building the operation team, broker team, and especially the supply chain required by the anchor.
Located in About 10,000 square meters in Hangzhou, the "Qianxun Super Supply Chain Base" has become the "façade responsibility" of Qianxun. According to public information, among the goods sold in Weiya's live broadcast room, the proportion of goods with its own supply chain has reached 20%. At present, Qianxun has opened up a separate supply chain cooperation business sector, not only for its own anchors.
After 2019, relying on the accumulation of anchors and other resources, Qianxun will shift its focus to brands that enter the live broadcast room.
Dong Haifeng, founder and chairman of Qianxun Holding Group, also directly said in an interview this year, "From 2020 to 2021, there are many new subsidiaries, and these subsidiaries are more to help brand parties to provide services." It is hoped that through the overall ability of humility, we can help brands reduce operational pressure and improve efficiency. ”
According to the information of Tianyancha, there are 36 member enterprises under the Qianxun Group, and the core enterprise is Qianxun (Hangzhou) Holding Co., Ltd. Of those 36 companies, only 8 were established before 2020. Hangzhou Qianhe Advertising Co., Ltd., which was established in April this year, is used to help brands do global channel delivery.
Last year, Qianxun also set up subsidiaries Qian Entertainment and Qianxi Culture. The former focuses on the field of traditional entertainment, integrating artists, brands and live broadcast resources through the passage between traditional entertainment and e-commerce live broadcasting to realize the monetization of entertainment content; the latter focuses on IP business.
As the only subsidiary of Qianxun Group responsible for IP commercialization, Qianxi Culture focuses on the IP authorization of the Group's brand customers, the integrated marketing of IP cases, the special planning and operation of the group's anchor IP live broadcast, and its own IP incubation. Through the more than 50 anchor resources signed by the group, Qianxi has created more than ten Weiya IP sessions, with sales of more than 300 million. In the one year since its establishment, the IP licensing income of Qianxi Culture has also reached 50 million.
This year's 7-hour, 25 groups of celebrity guests to assist, 45 titles and sponsorship brands of e-commerce entertainment evening "Weiya Carnival" is from the hands of Humble Entertainment. In daily life, Humble Entertainment is more responsible for building cooperation between brands and artists. According to official information, QianYu Entertainment has signed brand endorsements for STARS SUCH ASTO1 ZHOU Keyu, WU Zun, LEE Seung-hyun and so on.
In addition, Via, which already has clothing and accessory brands, is still incubating more private brands. This year, Via and Nicholas Tse co-founded the fast food brand "Fengwei Pie". In March this year, Nicholas Tse made his live debut with Fengwei Pai. According to industry insiders, the turnover of Fengwei Pie exceeds 10 million. At present, the Fengwei pie Tmall flagship store has 90,000 fans, and a total of fast food such as pasta, small dumplings, and grilled sausages are on the shelves.
In the four years from 2017 to 2021, Qianxun, a company founded by Weiya, has now become a "Qianxun Group", quickly building a complete layout of the live broadcast brokerage and anchor training live broadcast industry from the upstream supply chain, e-commerce self-operation to live broadcasting, marketing, agency operation and then to the end.
In front of the stage, Wei Ya is a super anchor, and after the stage, her business ambitions are far more than the 8 billion sales of double eleven.
Mei ONE: Eat through Li Jiaqi's personal IP
Unlike Qianxun, the current core business of One is still centered around Li Jiaqi. This can be seen from the homepage of their respective official websites.
As early as 2014, MCN agency One (Mei Wrist) was established. After the Taobao layout live broadcast, the United States ONE shifted its focus to e-commerce and proposed "BA net red". Since then, one of the United States and L'Oréal Group have cooperated in selection, and Li Jiaqi, who is still a cabinet brother, has successfully gone out of the circle.
It is precisely because of the early layout of the US ONE, as early as January 2016, the US ONE completed the angel round of financing, and the investors included A Lakeside Capital, Guizhou Beihang Base and Jujian Entertainment, becoming the "Ali system" MCN institution. In November 2017, ONE completed a series A round of financing, with investors including Fashion Capital, Weibo Capital, DT Capital, Qifeng Capital and Whale Capital.
The humble search is started by Via, and then expands the anchor matrix, while the beautiful wrist is just the opposite. In the early days, it was also a model of batch copying anchors. Until 2017, a year after Li Jiaqi joined The United States ONE, Qi Zhenbo, founder and CEO of One America, decided to all in Li Jiaqi.
Since then, all the resources of the US ONE have been tilted towards Li Jiaqi, in 2018, and Ma Yun and the competition sold lipstick, in 2019, the "even buying Karma" on the short video platform made Li Jiaqi a household name, and Li Jiaqi's live broadcast room became a star IP.
After establishing a complete live broadcast system around Li Jiaqi, ONE began to incubate new IP such as Li Jiaqi's new product show and Li Jiaqi's small classroom with content as the focus along the logic of IP, and formed a consumption chain from planting grass to pulling grass between live broadcasts. Moreover, through these IP, the United States ONE will also expand its commercial territory from live streaming to service brand owners.
In fact, Li Jiaqi's new product show and Li Jiaqi's small class are all output grass content, Li Jiaqi's new product show focuses on broadcasting digital content programs of global new product information, and the small class outputs all categories of professional knowledge. At present, huawei, millet, PRADA, GUCCI, lego many brands of new product publicity channels have chosen Li Jiaqi new product show.
In addition, based on the precipitation on various platforms, THE UNITED ONE seizes the outlet of domestic products, deeply bundles with the brand and creates explosive products. From product co-branding, content output to Li Jiaqi's live streaming, US ONE is more like an "advertising company" for new consumer brands. Aromatherapy brands, beauty brand Hua Xizi, and skin care brand Winona all rely on Li Jiaqi's live broadcast room to occupy the market.
Last year, ONE also built the cute pet IP Naiva family based on Li Jiaqi's pet dog. At present, business sectors such as brand co-branding, offline exhibitions, self-made variety shows, and derivative peripherals have been completed.
According to the official website information, the total transaction volume of neva family IP on Tmall has exceeded 30 million, and the number of flagship store fans has reached 190,000. Last year, the self-made variety show "The School Diary of the Neva Family" was broadcast more than 200 million times on the whole network, and the Douban score reached 8.5 points.
It is worth mentioning that unlike Wei Ya's husband and wife file, Li Jiaqi's identity is a partner of the United States ONE, and the Tianyan check does not show that Li Jiaqi holds any equity in the United States Wrist. One insiders in the United States have replied to Sanyan Finance that Li Jiaqi is the most core partner, and the specific equity structure is not easy to disclose.
Urgent transformation meets the "cooling off period" of the industry
Wei Ya and Li Jiaqi, who have tasted the sweetness of live broadcasting, will also be the first to touch the ceiling.
In the middle of this year, both companies were rumored to be planning IPOs. However, each of them denied the listing rumors.
In May last year and April this year, Qianxun attracted venture capital firms Such as Legend Capital and Yunfeng Fund. The blessing of these two star investment funds is enough to show that Qianxun has a plan to start the capital market. Both Legend Capital and Yunfeng Fund can provide good resources and endorsement for the financing and listing of Qianxun in the later stage.
However, the former "first share of Internet celebrities" Ruhan, even if it was delisted in April this year, has not yet found a viable business model for MCN institutions. Whether it will really be listed in the near future, does this question, humble and beautiful wrist have an answer?
From the perspective of the development of beautiful wrists and humble search, whether it is Dong Haifeng, Wei Ya or Li Jiaqi, most of their enterprises have been established in the past one or two years. Behind this means that the head MCN wrist and humble search are also seeking change. Dong Haifeng also said, "The Internet is changing too fast, we have always had a sense of crisis, and have been laying out in advance."
Like Ruhan, the current problem of meijian is also tied to Li Jiaqi alone. From this year's Double Eleven, the events of Li Jiaqi, Wei Ya and L'Oréal can be clearly seen that Li Jiaqi's influence comes from his personal, and fans are more "circled". Success is also a fan, and defeat is also a fan.
Dong Haifeng has long thought that he has the intention of "de-Weiya" and drains other anchors through Weiya. However, new business sectors such as Humble Entertainment entertainment and Qianxi Culture were only established last year, and the layout of the whole industrial chain was founded in Qian, the plate shop was too large, the whole development cycle was longer, and whether it could run through was also a problem.
And whether Qianxun and Mei wrist can run through is also related to the entire live broadcasting industry. If you have resources in hand, the institutions with super heads do not have a commercial optimal solution, and the live MCN of more than 10,000 homes in the industry is even more hopeless.
But for now, tax evasion has become the first hurdle in their transformation.
Since the beginning of this year, the constraints on live streaming are constantly tightening. In March, the State Administration for Market Regulation officially formulated and promulgated the Measures for the Supervision and Administration of Online Transactions. In May, the Cyberspace Administration of China and seven other departments jointly issued the Administrative Measures for Online Live BroadcastIng Marketing (Trial Implementation), which specifically mentioned tax issues and stipulated that key live broadcast room operators with a large number of fans and a large transaction amount should be taken to arrange special real-time inspections and extend the storage time of live broadcast content.
After tax evasion, Sydney stores were closed, social accounts were banned, and cash flow sources were lost. This may also be the situation that Via faces. There are already suspected internal sources of Via's company that said, "Everyone goes home to rest first, and the salary is still paid." ”
The formation of The business kingdom of Wei Ya and Li Jiaqi is actually a microcosm of the barbaric growth of the live streaming industry in recent years. The industry ushered in a turning point, they will also enter a "cooling off period".
For Humble and One, which are eager to transform, this will undoubtedly slow down their expansion. For future planning and other issues, Tech Planet asked the United States ONE, as of press time, has not received a reply.
But there is no doubt that how to get through this stage will largely determine their future business trends. Now is perhaps also the best time to test their respective business models.
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