The author | wonderful
In the early morning of December 31, the last day of 2021, singer Yilun Lin sang a song he published 20 years ago in the live broadcast room - "Departure to Happiness".
Wei Ya, who belongs to Qianxun with him, was just fined 1.341 billion yuan for tax evasion 11 days ago, and the live broadcast room was blocked, but Qianxun's other anchors do not seem to be affected by this matter and are still broadcasting live as usual.
Sydney, on the other hand, was not so lucky. At the end of November, after the company's two major anchors, Sydney and Lin Shanshan, were fined for tax evasion, Chenfan had a big shock and began to liquidate on a large scale, and WeChat groups, mini programs, and offline stores have become clearance channels.
In late December, a thank-you note from Chenfan, which had been paid, read: "Gathering is a fire, and scattering is full of stars." Grateful for the company, we look forward to meeting again in the future. For a time, there was speculation from the outside world, and many people doubted whether Chenfan was going to disband.
Although Chenfan came forward to refute the rumors, the company has not been dissolved, but some insiders said that Chenfan's live broadcasting agency operation company Shengheng Culture has recently been dissolved, but it has not affected Chenfan.
Why are the head anchors of Qianxun and Chenfan, who are also facing huge fines, in very different circumstances? After the head anchor falls, how should those brands that rely heavily on them treat themselves?
Some people speculate that perhaps after the head anchor falls, it is a good time for small and medium-sized anchors to pick up leaks, and business resources will fall on their heads.
However, an anchor denied such a statement to TMT, on the one hand, many anchors are developing their own brands and have a stable supply chain, and businesses are currently more inclined to develop self-broadcasting. This year, brands such as Baijiling and Hongxing Erke have pointed out a way out of the circle for merchants to broadcast themselves.
After the tax storm,
Is the company behind Via and Sydney still operating normally?
The relationship between the anchor and the company, as well as the difference in the company's operating model, is an important reason for the different results of this punishment.
Although chairman Dong Haifeng is Wei Ya's husband, from the company's operational level, Wei Ya is only an anchor signed by Qian Xun.
According to the official website of Qianxun, there are currently more than 50 anchors under the company, in addition to Wei Ya, there are also star anchors such as Lin Yilun, Qi Wei, Shu Chang and Xiaoqiao Jofay, An Ananan, Chu Fei Churan twins and other talent anchors. Most of these anchors bring goods for the brand in the form of live broadcasting, covering all categories such as beauty, life, and clothing.
As a super head anchor, Wei Ya certainly brought a heavy blow to Qianxun after being banned, but it seems to have little impact on the live broadcast business of other anchors.
Shu Chang's live broadcast of douyin with goods is still very popular, in the past half a month, with more than 20 million sales; Lin Yilun has also broadcast 8 live broadcasts after Weiya's accident, two of which have exceeded 10 million viewers.
Although Chenfan has signed more than 300 celebrities, including Pan Baixue and Chen Jiannan, it involves fashion, beauty, fitness, mother and baby, parenting, food, photography and other vertical fields. However, most of these celebrities are planting grass-style goods on social platforms, and the only people who really do live streaming with goods are Sydney and Lin Shanshan.
Unlike Qianxun, Qianxun's anchors bring goods for other brands, while Sydney and Lin Shanshan mainly bring goods for their own families.
Lin Shanshan's Taobao live account has 10.149 million fans, and the number of fans in the store is 9.82 million. Sydney, as the third largest anchor of Taobao after Li Jiaqi and Wei Ya, has 33.19 million live account fans and 28.27 million store fans. On This year's Double Eleven, Sydney is the third place in the sales ranking of Taobao anchors, with a total turnover of 2.5 billion yuan in live streaming and 373 million viewers in the live broadcast room.
In November this year, after Sydney and Lin Shanshan were banned for tax evasion, not only were all the platform accounts banned, but even the most important revenue channel, the Taobao store, was shut down, which was nothing short of a disaster for Chenfan.
Shops suddenly shut down, and a large number of hoarded goods could not be released, so they had to be sold in liquidation.
According to previous media reports, a two-dimensional code was posted on the door of Chenfan, and the content of the two-dimensional code was a WeChat mini program called "Lily Wardrobe" and 7 WeChat groups called "Internet Celebrity Preferred Special Collection Store", and the number has been ranked to the 32nd group. The types of clothes that clear the warehouse include wool coats, furs, pie overcoming and other women's clothing and some children's clothing, the price is mostly not more than 300 yuan, compared with the original price of thousands of yuan in the Sydney clothing brand Mrs. Qian Taobao store, the clearance strength can be described as quite large.
Some netizens found that in the live broadcast room of Taobao anchor Xiaoqiao Jofay, they were selling Sydney and Lin Shanshan brand double twelve inventory.
Interestingly, Xiaoqiao Jofay is the anchor of Qianxun. Chenfan's dilemma can be seen.
Plusmall, danger
It can be said that the collapse of the head anchor is a devastating blow to its own brand.
After 10 years of doing Taobao stores, Sydney has accumulated strong supply chain management capabilities. Chenfan integrates more than 1,000 factories, divided by category or process, such as suppliers responsible for suits and T-shirts, or factories specializing in knitting, woven and denim fabrics. Through the production mode of "sales-based production" and the fast-response supply chain system, the operation mode of "fast fashion" has been realized.
It is understood that Chenfan's own brands include MORE than 30 brands such as CHINSTUDIO (women's clothing), plusmall+ (plus-size women's clothing), first gift first-class fitness (baby and child), toz mama (children's clothing), Sydney life (home life), MumaSunny (beauty) and so on.
Nowadays, Chenfan's self-operated brands SUCH ASCHINSTUDIO and Sydney Life have been closed one after another, although stores such as Plusmall and Toz Mama that cooperate with celebrities are still operating normally. However, after the fall of Sydney and Lin Shanshan, the important sales channels of these brands were also cut off, and sales plummeted.
According to previous reports, on December 11, the sales of the "Chuli Flagship Store" were only 2367.82 yuan, compared with 270,000 yuan on the previous double eleven day.
Plusmall is a plus-size women's wear brand co-founded by Yang Tianzhen Chenfan in 2020, mainly led by Yang Tianzhen, and Chenfan provides a series of e-commerce capabilities including supply chain, warehousing, operation, etc.
Lu Yulei, vice president of Chenfan Reds Business Unit, once said that behind Yang Tianzhen's choice to cooperate with Chenfan to create plusmall, Chenfan's fast-reaction supply chain plays a key role. After 75 days of launch, plusmall sales exceeded 16.8 million yuan; ten months after going online, sales exceeded 100 million.
Although there is a strong supply chain, but there is no store as a carrier, no anchor to bring goods, how to digest these resources in the future Chenfan, and how do these stores live by themselves?
Although plusmall is driven by Yang Tianzhen's traffic, it is not known whether it can still stabilize the supply of goods after the collapse of Chenfan.
In addition, there are brands that are highly dependent on head anchors and are also on the verge of danger, such as women's clothing brand ITIB.
ITIB is a designer co-brand, this year's Double Eleven, which was only established for one and a half years, broke the status of Uniqlo for six consecutive years and won the first place in the Tmall Double 11 clothing brand list.
Its founder and CEO Xu Kaite has many years of experience in brand e-commerce and has accumulated strong supply chain resources. The cooperation model between ITIB and Via is that ITIB makes clothes and Via is responsible for selling. The data shows that this year's Double Eleven ITIB total guided transaction amount exceeded one billion.
Without Via's ITIB, can it still be at the top of the list next time?
An industry insider familiar with ITIB told TMT that ITIB is still operating normally, but it is definitely necessary to change the operational thinking.
After the big anchor falls, can the small anchor eat enough?
Some people speculate that when the head anchor falls, it may be good for the mid-waist anchor, and the business resources monopolized by the head anchor in the past will fall on the heads of these anchors.
A waist anchor denied xiang jiao TMT's statement, "There is no big change on our side, because a lot of cooperation is set in advance." And now that live streaming is starting to weaken, consumers are starting to wonder if they really need that much stuff.
At present, many small and medium-sized anchors are doing their own brands, have a stable supply chain, and live broadcast rooms are mainly selling their own goods.
Chopped Pepper TMT observed that in terms of the number of viewers in the live broadcast room, most of the anchors did not have much fluctuation in the live broadcast room. The live broadcast room of Taobao anchor "Lie'er Baby" is mainly based on the sale of clothing, which overlaps with Sydney to a certain extent. In the month after Sydney was banned, there were 8 women's special live broadcasts, with viewers ranging from 4 million to 8 million, which is similar to the previous women's special live broadcast data.
It is worth noting that most of the women's clothing sold by Lie'er Baby in the live broadcast room is the high-end women's clothing brand BROOKS launched by her in 2021.
For merchants, entering the live broadcast room of the anchor is one as a publicity channel, and the other is also to rush sales.
In the past two years, the attitude of merchants to super-head anchors has begun to change. From this previous L'Oréal incident, it can be seen that the merchant loves and hates the super head anchor. On the one hand, they hope that the anchor can bring goods to the brand, on the other hand, the continuous increase in the voice of the anchor is also compressing their space. The mid-waist anchor is not well known, and it can play a limited role in publicity and sales.
According to media statistics, at 10:30 p.m. on December 21, the number of viewers in Li Jiaqi's live broadcast room was 9.7 times that of Lie'er Baby. Chen Jie kiki and Lie'er Baby also entered the Taobao anchor TOP5, and the number of li Jiaqi's live broadcast room that night was 16.7 times that of her.
The tax turmoil between Via and Sydney has given more brands a stronger sense of urgency to establish their own live streaming system. At present, many merchants have begun to do brand self-broadcasting. This year, the self-sown circle of brands such as Herborist Set, Hongxing Erke, and Bee Flower Conditioner has allowed many brands to see new possibilities.
Therefore, for the mid-waist anchors, even if the head anchors such as Via and Sydney overturn the car, the brand will not bet on their heads. "Only when it comes to the shopping festival or big promotion, the merchant may look for the anchor to rush the sales."
What's more, the resources that the mid-waist anchors can contact are limited, which is not solved by their own efforts, if you want to become a vertical head or achieve the effect of going out of the circle, you still need to rely on the strength of the platform.
Although this year, Taobao Live has launched a series of support policies to promote mid-waist anchors, such as giving cash rewards, obtaining tool applications, data analysis and traffic support, but their growth still needs time to precipitate.
Whether it is Taobao live broadcasting, Douyin, or Kuaishou, they have bid farewell to the era of pushing "super head", and the long-tail and diversified anchor ecology is the most beneficial to the platform.