Millions of live broadcast "pit fees" will be ancient? Anchor tax normalization who will benefit

The head anchor has been punished, and the relevant industry is changing.

On December 23, some Hangzhou netizens posted pictures, breaking the news that Sydney and Lin Shanshan's clothing stores were doing a clearance sale offline, and the on-site business was hot, and many people lined up to check out. However, on December 24, when some consumers wanted to go to the scene to "pick up leaks", they were told by the security guards that because there were too many people, the epidemic was temporarily closed. When the Nandu reporter asked Chenfan for verification, the other party said that "there is no offline (store)", and also admitted the offline clearance behavior on the 23rd.

After Sydney's online store was closed, the reason for the offline clearance is not known. But in the eyes of most people in the industry, making up tens of millions of taxes is not difficult for anchors at Sydney's level. In addition to the head anchor, other anchors have also joined the tax subsidy tide. Mr. Li, who has done tax preparations for many anchors, told Nandu reporters that he alone handled hundreds of anchors to make up taxes.

Due to the blockage of the head anchor, the relevant enterprises in the live e-commerce industry are also worried about how to sell goods. "Prepared 20 million goods, prepared for the New Year goods festival, all lined up, no. 28, the result (anchor) is gone." The brands on our side have given the mechanism to the big anchors to other anchors, as long as someone broadcasts it. "Many brands that bet on the live broadcast room of the head anchor, under the pressure of inventory, have also had to distribute the mechanism (including price, etc.) that only large anchors can enjoy to more small and medium-sized anchors."

With the standardization of anchor taxation, vertical anchors and merchant stores may usher in development space.

Anchor taxation tends to be standardized

The apology letter after the head anchor was punished can be seen that the anchor needs to pay the relevant tax according to the 45% personal income tax rate, and pay the previous relevant tax.

In this regard, Mr. Li, who has done tax preparations for many anchors, told Nandu reporters that for anchors, the income of individuals and the income of live broadcast rooms should be looked at separately, and the commission received by anchors as natural persons is income without cost, and it is necessary to pay 45% personal income tax.

The standardization of anchor taxation in the entire industry has become an irreversible trend. According to Xinhua News Agency, thousands of network anchors have taken the initiative to check and pay taxes. On December 22, the tax bureaus of Guangdong, Zhejiang, Jiangsu, Shanghai, Beijing and other five places issued notices requiring celebrities and anchors to conduct self-examinations and take the initiative to report and correct tax-related problems to the tax departments before the end of the year.

Mr. Li revealed that only he handled, there are already hundreds of anchors in the tax reimbursement, these anchors are also very cooperative with the tax reimbursement, and there is no reluctance, "as long as the tax is obediently supplemented, it will be fine." But if you refuse to cooperate, you can also see the consequences of the anchor who has been exposed so far."

In the relevant notices on the punishment of anchors, it is mentioned that through the analysis of tax big data, it is found that the anchors are suspected of evading taxes. Nandu reporter combed and found that this year there have been many cases of recovering anchor taxes through big data, and big data has played an increasingly important role in the taxation of the new format economy.

In Mr. Li's view, with the launch of the fourth phase of the golden tax, big data will also make personal tax have nothing to hide, "the third phase of the golden tax is not linked to the bank account, and the fourth phase of the golden tax is associated with the bank account." Once the Golden Tax Phase IV is launched, all income will be required to be declared. ”

Many interviewees have mentioned the fourth phase of the golden tax to the Nandu reporter. Cai Chang, a professor at the Central University of Finance and Economics and director of the Tax Planning and Law Research Center, told Nandu reporters that the fourth phase of the golden tax will be more intelligent, "If some tax avoidance phenomena are found in the field of collection and management in the future, it will be easier to collect evidence, and it will be easier to find these illegal parties through the analysis technology of big data." ”

The fourth phase of the Golden Tax is the fourth phase of the National Golden Tax Project Plan. Since 1994, the Golden Tax Project has undergone phases I, II, III and IV construction. The biggest feature of the fourth phase of the Golden Tax is the enterprise information network verification system, which has built a channel for information sharing and verification between various ministries and commissions, the People's Bank of China and participating institutions such as banks, and realizes the three functions of mobile phone number, enterprise tax status and enterprise registration information verification of relevant personnel of enterprises.

Vertical industry anchors are on the rise

In addition to the tax itself, in the view of most people in the industry, the fines imposed by large anchors are objectively conducive to the development of mid-waist anchors and vertical industry anchors.

Some insiders told the Nandu reporter that after the head anchor was banned, many brands originally prepared goods for these big anchors for the New Year festival, and now they have to find another way to sell, "prepared 20 million goods, ready for the New Year goods festival, are scheduled on the stage, No. 28, the result (anchor) is gone." The brand on our side has given the mechanism of the big anchor to other anchors, as long as someone broadcasts it. "The mechanism mentioned here includes the price of the product, gifts, coupons, etc.

There are even brands in the circle of friends and WeChat groups to ask for help to clear inventory: "Originally it was broadcast tomorrow, suddenly it could not be broadcast, and today the blood loss was cleared by 120,000 bottles."

Although some anchors have been suspended, other anchors under the same company can still broadcast live normally. Some insiders analyzed to the Nandu reporter that the business out of pressure, the original mechanism for large anchors, may give the company's other anchors, "the rise of mid-waist anchors, vertical anchors is an inevitable trend." ”

In fact, in addition to Li Jiaqi, other head anchors are supporting mid-waist anchors and developing to vertical anchors. Luo Yonghao even continued to "go to Luo Yonghao" in the live broadcast room. Since Luo Yonghao's live broadcast room opened 7x24 hours of live broadcasting in September this year, Luo Yonghao himself has reduced the frequency of appearing in the live broadcast room, and most of the time is the live broadcast of other talents under the company's "make a friend".

In addition to the main account of "Luo Yonghao", Making a Friend has also opened a number of vertical matrix numbers such as "Make a Friend's Drink and Food", "Make a Friend's Fashion", "Make a Friend's Light Luxury Fashion", "Make a Friend's Beauty And Daily", "Make a Friend's Sports outdoors" and so on. Huang He, the founder of Make a Friend, once said in an interview: "Our ultimate goal is that MCN institutions only account for 40% of our income, and Lao Luo's income here accounts for only 10% to 15%. ”

Xin Youzhi, the anchor at the head of Kuaishou, has also made efforts to build a multi-industry, multi-IP anchor matrix. According to the data, in 2020, Xin Xuan hatched a total of 11 billion yuan of anchor IP, including Egg Egg, Shi DaMei, Cat Sister, Xu Jie, Chen Xiaoshuo, Zhao Mengche, Xiao Kexin, An Jiu, Dan Dan, etc.

Merchant store live broadcasting continues to develop

Another thing that benefited from the incident was the live broadcast of the store. In fact, during this year's Double Eleven, the contradiction between the live broadcast of the merchant store and the head anchor was put on the table because of L'Oréal.

During this year's Singles' Day period, because L'Oréal issued large coupons in the live broadcast room of the store, consumers were able to buy their explosive product ampoule mask at a lower price than li Jiaqi's live broadcast room, which led to the dissatisfaction of consumers in Li Jiaqi's live broadcast room. After pressure from the anchor, L'Oréal finally offered a consumer solution.

Judging from the feedback from a number of industry insiders to nandu reporters, it is an indisputable fact that the head anchor has extremely high bargaining power in front of the brand. A brand staff member who mainly does online Xiao Gong complained to the Nandu reporter that her brand had cooperated with a head anchor, in order to ensure that the price of the live broadcast room was the lowest price, her brand had to reduce the issuance of large coupons in other channels, and there were old customers who came to feedback that the brand side increased the price, "No way, on the head anchor live room, you have to ensure that the price of the live broadcast room is the lowest, otherwise it will be considered a routine consumer."

In Xiao Gong's view, she does not think that the anchor and the merchant are mutual achievements, "What has achieved the business?" Sales have increased temporarily, but only when there is a live streaming partnership. Moreover, every cooperation is at a loss."

As the most important promotion of the year, the pit fee of the head anchor will be higher than usual. Some insiders revealed that fans in tens of millions of levels of anchors, usually the beauty of the pit fee is about 80,000-100,000 yuan, and on the night of the pre-sale on October 20, the pit fee is 200,000. In addition, the merchant also has to pay a commission of 20%-35%. "The pit fee of 200,000 is only the price of being selected, if it is not selected to (find a relationship) to go to the live broadcast room and spend more money, I know that some brands have spent millions."

Compared with the live broadcast of talents who make money at a loss, it is inevitable that stores want to develop normalized store self-broadcasting. However, the price of the live broadcast room of the store cannot be lower than the price of the head anchor, which also makes the development of the live broadcast room of the store fall into a paradox. Ms. Liang, the head of the store broadcast of a beauty brand with L'Oréal Paris, told Nandu reporters that her group also hopes to support brand store broadcasting, but at present, no brand live broadcast room dares to break the price when the talent is live, "At present, the positioning of our brand on the live broadcast of the store is still biased towards content planting, product answers and goods. There will be a lot of lottery mechanisms in the live broadcast room, attracting a lot of wool parties, but in the preferential mechanism, no matter how to play, it must not be lower than the price of the live broadcast of the talent. ”

Ms. Liang also admitted that there will be a contradiction between the live broadcast of the talent and the live broadcast of the store to some extent, "In fact, it is also possible for a single product to do a low price in its own live broadcast room, and it is good to avoid the products that the talent wants." But in general, the live broadcast of the master is the main promotion of the explosive product, so it is quite contradictory."

Since 2020, the development of store broadcasting has become the consensus of major brands. According to the Double Eleven Beauty List released by Tmall FMCG Business Unit, L'Oréal's store live room turnover ranked fourth in the beauty list, after Estée Lauder, Lancôme and Ya Meng.

Although the store sales volume is high, L'Oréal Paris's store sales ratio is not high. Ms. Liang revealed that L'Oréal Paris's store broadcast accounted for about 10%, which is not high in the beauty and personal care industry, "Lancôme's store broadcast accounted for much higher than 10%. In addition, brands such as Helena, Keyan's, Armani, and YSL have a high proportion of broadcasts."

From the perspective of the sales of the entire store, Ms. Liang told Nandu reporters that under the beauty and personal care category, the sales of the live broadcast of the talents will account for between 25% and 35%, and the store self-broadcast will be between 10% and 30%. At present, L'Oréal Group's brands, only L'Oréal Paris has opened a Douyin store broadcast, YSL, Armani, Lancome and other brands are still limited to sending videos, and there are no shelves.

"The world's bitter head anchor has been a long time", some insiders sighed to the Nandu reporter, "Perhaps the regulation of the head anchor can bring more opportunities to the live broadcast of the store."

Written by: Nandu reporter Wang Chenchen