Author | The road is late
Wang Lihong's cry for forgiveness still reverberated in the annual melon pond, and The e-commerce sister Wei Ya quietly came to a "year-end kill".
Not many days before the end of 2021, Wei Ya was exposed to tax evasion, and the total amount of late fees and fines was recovered and collected reached 1.341 billion yuan.
According to the news of the Hangzhou Municipal Taxation Department: After the big data analysis of taxation, it was found that the network anchor Huang Wei (screen name: Wei Ya) was suspected of evading taxes, and with the cooperation of the relevant tax authorities, a comprehensive and in-depth tax inspection was carried out in accordance with the law. After investigation, Huang Wei evaded taxes of 643 million yuan and other underpaid taxes by concealing personal income, fictitious business conversion income and false declarations, and other underpaid taxes by 0.6 billion yuan between 2019 and 2020.
In the process of tax investigation, Wei Ya took the initiative to cooperate and actively pay back the tax of 500 million yuan, and at the same time took the initiative to report tax-related violations that the tax authorities had not yet mastered. Comprehensively considered, the Inspection Bureau of the Hangzhou Municipal Taxation Bureau of the State Administration of Taxation, in accordance with relevant laws, recovered taxes, collected late fees and imposed fines totaling 1.341 billion yuan.
At present, Via has issued an apology. Last night (December 20), the accounts of Weiya Weibo, Taobao Live, Douyin, Kuaishou and other platforms have been blocked.
Weiya Taobao live broadcast room was blocked
What's more interesting is that because Wei Ya and another head of e-commerce anchor Li Jiaqi are always tied together, so that this time Wei Ya was exposed to tax reimbursement, and the Weibo comments of #Li Jiaqi were swiped, Li Jiaqi had to swear:
"We operate honestly, we do our duty live, and everything in the United States is operating normally."
But the environment has become a little nuanced.
From the entertainment circle to the e-commerce circle, the public has reached a degree where people in the circle do not dare to speculate, but do not hesitate to speculate, they seem to be another kind of people far away from the crowd, living a life that ordinary people cannot imagine.
Since The first incident of tax arrears on Internet celebrities was exposed in Zhengzhou in October this year, the alarm bell of the live e-commerce industry has been sounded, and all aspects of the signal show that the wind of the times has begun to change.
01
Via's "Danger"
According to the relevant person in charge of the Inspection Bureau of the Hangzhou Municipal Taxation Bureau on December 20, 2019 to 2020, Wei Ya provided 643 million yuan of tax evasion, and its tax evasion methods mainly included three points:
First, "conceal the commission income obtained from the live broadcast platform and falsely declare and evade taxes";
Second, "set up a number of sole proprietorships and partnerships, such as Shanghai Weihe Enterprise Management Consulting Center and Shanghai Dusu Enterprise Management Consulting Partnership, to create fictitious businesses, and convert the income from labor remuneration such as commissions and pit fees obtained by their individuals engaged in live streaming into business income for false declaration and tax evasion";
Finally, it is "engaging in other production and business activities to obtain income, but not declaring and paying taxes according to law", that is, many places have heard of the form of "paying taxes with small income, and large incomes are hidden privately".
Within these three points, the second point is the most common and easiest tax evasion method in the live e-commerce industry.
Huang Wei (Wei Ya) has actual control
The nominal studio takes the tax avoidance channel of the self-employed, registers the company in the tax preferential place, and turns to the "tax depression", which is also a tax avoidance method often heard in the entertainment circle in recent years.
It is worth mentioning that, like the previous two taxation of Internet celebrity anchors, the technology used in Wei Ya's tax inspection and tax reimbursement mainly relies on big data.
Big data is like a judge at the technical level, regardless of the size of the reputation, it should be checked, and there are many points.
Generally speaking, if the anchor cooperates with the institutional company to carry goods, part of the income from the tip will enter the MCN institutional account to which the anchor belongs, and then split according to the proportion negotiated between the company and the anchor, and the personal income part should be deducted from the corresponding tax.
In this case, the income earned by the anchor should be recognized as labor income in taxation, and then taxed under the cumulative individual tax calculation rules, and the applicable tax rate of more than 960,000 yuan shall reach 45%.
Like Li Jiaqi and Wei Ya, the head anchors, their commissions and labor fees on various platforms are the top. The double eleven L'Oréal live broadcast room and Li Jiaqi incident a while ago also shows that in a sense, the actual dominance of the head anchor will even overshadow the merchant or consumer.
In a "net red anchor income ranking list" circulating on the Internet, Wei Ya and Li Jiaqi occupied the top spot with 5.7357 billion yuan and 4.6292 billion yuan respectively, leaving a big gap between the third place Feng Timo.
Online influencer anchor income ranking
However, the live broadcast team, like the star team, contains very complex individual links, such as the selection team, the business team, the makeup post-production team, etc., whether it is Via, Sydney or Lin Shanshan, they are only one link in the whole system. The money they earn is to feed the whole team.
If the prosperity of the times is cheered by thousands of people, and the wall of decline is pushed by everyone, it is not a good thing for the benign development of any industry.
02
Via's "Fortress"
In 2020, Wei Ya participated in the variety show "You from the Mobile Phone", as a guest Zheng Kai asked her about her annual income, Wei Ya smiled and said: "Less than 10 billion." ”
The audience sighed at the time, not knowing that Via may be telling the truth, and even modestly reported less.
Until this time, the eye-opening 1.341 billion is far beyond people's imagination.
Even in the entertainment industry, where the income is higher than imagined, the amount involved in the maximum penalty is still stuck at Fan Bingbing's 884 million.
In a way, Via's identity and "aura" seem to be more than stars.
Among them, they are anchors, singers, members of the All-China Youth Federation, "Global Good Things Recommendation Officer", "Hangzhou Tourism Promotion Ambassador", "Post-disaster Help Charity Ambassador", "Rural Revitalization Good Things Recommendation Officer", "Qingli Helping Farmers Love You Ambassador" and other titles, and she also appeared on the "2020 Forbes China Celebrity List".
This girl who came out of Lujiang, Anhui Province, step by step stepped on the wind of the times, opened a physical clothing store in the early century, found her talent for doing business, and the spark of the Internet spark was just lit, and she did not hesitate to plunge into the e-commerce industry.
Today, Via has become synonymous with sales. Live broadcast to buy a house, sell 814 sets in 20 minutes; live buy rocket launch rights, the price of 40 million yuan sold out in 1 second; in 2020, the first day of the continuous "Double Eleven" guided the turnover of the first and the first place in the annual live streaming sales list...
Via in the live room
Wei Ya is a person who eats this bowl of rice in e-commerce live broadcasting, in the words of the elderly, young people are highly talented, willing to endure hardships, do a good job, and have a great future.
It is said that on the afternoon before the Hangzhou tax department exposed That Wei Ya had evaded taxes, Wei Ya and her team were still planning the evening live broadcast as usual, and when the news came out, the live broadcast was canceled. Netizens sighed with surprise and slight sarcasm at the same time: what a solid mentality, worthy of being a woman who stirs up the storm in the e-commerce industry.
But to be honest, for those fans who have formed a fixed audience, staying in front of Weiya's live broadcast room every day has become a new type of consumer trust relationship in the Internet era, and in the case of various impacts on Alibaba's e-commerce business in recent years, this trust and stickiness is the strongest and hardest backyard for an anchor.
If because of tax problems, it affects the popularity and trust that have been accumulated so hard, it is really not worth the loss.
03
There are only big fish, no fish that slip through the net
In September this year, the State Administration of Taxation issued a special notice to clearly announce the launch of a tax inspection action in the live broadcasting industry, a quarter has not passed, and it is reported that thousands of anchors have taken the initiative to check and pay taxes.
From the unknown Internet celebrities in October, to Sydney, Lin Shanshan, and then to this time, Wei Ya, they are just one of them in this big operation, and after them, of course, there is the next one, and then the next one, until they return to zero.
There are only big fish, not "fish that slip through the net".
Tax investigation, tax evasion, tax reimbursement. Three words strung together to form a sword of Damox hanging over the entire live e-commerce industry, a little carelessness may fall at any time, the key is that you really can't guess who is the next turn.
A month ago, Nanfeng Window wrote an article "Sydney is afraid" when Sydney and Lin Shanshan were chased for tax evasion, mentioning the income map of e-commerce anchors.
For Internet celebrity anchors such as Sydney and Lin Shanshan, income is directly linked to fame, but fame may not come from the identity of e-commerce anchors, but more likely to be the blessing of the identity of internet celebrities, semi-retired actors, KOLs, and public opinion figures.
For example, the identity of the "ex-girlfriend" who once fell in love with Wang Sicong.
In contrast, Wei Ya and Li Jiaqi are not from the Internet celebrity KOL, but from technology, "from carrying goods to carrying goods", to some extent, it seems safer.
It can even be said that even if they are tracked down for tax evasion and due legal punishment has passed, the regular customers of these two live broadcast rooms will probably not be less.
Stills from the TV series "The Legend of Wulin"
Therefore, another question of public concern will be: Will such a heavy investigation lead to The imprisonment of Via?
According to the Criminal Law, in this case, since Wei Ya was the first time to be administratively punished by the tax authorities for tax evasion, and had not previously received criminal penalties for evading the payment of taxes, if she could pay the taxes, late fees and fines within the prescribed time limit, she would not be held criminally liable according to law; if she did not pay the taxes, late fees and fines within the prescribed time limit, the tax authorities would transfer them to the public security organs for handling according to law.
Fortunately, after the penalty notice was issued on the 20th, Wei Ya not only actively cooperated with the investigation and honestly took the initiative to report the relevant situation, but also issued an apology letter at the first time, saying that she was "fully accepted" and "willing to bear all the consequences of her mistakes", and would actively raise funds to complete the payment of taxes, late fees and fines within the specified time.
After the punishment was announced, Via apologized
In the end, live streaming is just a new business model, using Internet leverage to cover as many people as possible at the lowest cost.
The head anchor or the Internet celebrity, there is a whole team behind him, and there are fixed fans who have accumulated hard in front of him, no matter from which identity angle, not only violate the law and be responsible, but also should further improve the relevant rules and regulations, and urge the new type of business people as public figures to take the lead in abiding by discipline and law.
In recent years, the state has issued a series of policies to support the development of new economies and new formats, but this should not be a blinding method for practitioners to evade tax obligations, and in the future, this illusion will be broken step by step.
Edit | Monet
Typography | Eight pounds
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