Source: The big guy said
Today is the 30th day that Via has disappeared.
On December 20, 2021, the Zhejiang Provincial Taxation Bureau dropped a bombshell on the live broadcasting industry. Via was investigated, and the tax evasion plus late fees and fines totaled 1.341 billion yuan. The tax scandal directly led to the blockage of Weiya's full-platform account, and half of the live broadcast with goods was directly destroyed.
30 days have passed. Via seemed to have laid flat, without any new news.
Humility is hard to do
Qianxun continues to operate.
Among the top ten MCNs in China, Hangzhou accounts for 6. Humble search was once the undisputed top card, until the great change 1 month ago. Although Wei Ya, the core of Qianxun's umbrella, has disappeared from public view, Wei Ya and her husband Dong Haifeng and Kai's Qianxun Holdings are still operating as usual in Alibaba's Binjiang Park.
Ali Center Building 1, the entire 10-story site, are all covered by Qianxun. There is a "super supply chain platform" covering an area of 10,000 square meters and two full floors.
There is also Via's live room. The Via live broadcast room on the 5th floor is always brightly lit, until midnight. After the tax problems were exposed, the lights on the 5th floor began to dim, only occasionally.
According to the Tianyancha App, Qianxun (Hangzhou) Holding Co., Ltd. was established in October 2019, with the legal representative Dong Haifeng (Wei Ya's husband) and a registered capital of about 21.68 million yuan. The business scope includes performance brokerage, film production services, advertising production, technical services, etc.
The largest shareholder and suspected actual controller is Dong Haifeng, Via's husband. He holds about 46% of the shares. Via is the boss lady and an anchor who hangs up under the banner of Humble in the form of a contract.
According to the information on the official website of Qianxun, there are currently more than 40 anchors signed by Qianxun, from Wei Ya, Xiaoqiao Jofay, Late Night Teacher Xu, Beibei Rabbit, to stars Lin Yilun, Gao Lu, Li Xiang, Li Jing, etc., even in the whole industry, it also occupies a considerable weight. The traffic data of at least 7 anchors is in the top 20 of the whole network.
Qianxun was originally established to provide a better medium for Weiya to develop, but with the success of Weiya's live broadcasting career, her influence has fed Qianxun and created a benchmark enterprise in the live broadcasting industry.
Qianxun is not only an MCN institution, but also runs through the supply chain, incubating anchors and sub-brands, from e-commerce anchor training to brokerage services, and providing sub-businesses such as store broadcast services for brand parties.
This has also gained the recognition of capital. Putting aside the rumors of previous IPOs, it is certain that in 2020 and 2021, Humble Seek has successively received investment from Legend Capital and Yunfeng Fund.
Zhao Ran, vice president of Legend, directly joined Qianxun, and one of the shareholders of Yunfeng Fund is the famous Jack Ma.
With the expansion of their career territory, Wei Ya and Dong Haifeng's plan for Qianxun was adjusted again and again. Dong Haifeng mentioned in a 2021 interview that Qianxun wants to do hydropower and coal in the live broadcasting industry:
"We hope that in the future, in the minds of users, the products in the humble live broadcast room are of sufficient quality, cost-effective enough, and the service is guaranteed enough." After the accumulation of trust, these people will not care which platform the anchor is on, and the user recognizes this live broadcast room. Therefore, these live broadcast rooms may become a new type of platform of choice for users. ”
At that time, he also said bluntly, "Wait until the day, if Wei Ya can't live broadcast for various reasons, Qianxun is still a sustainable development enterprise."
The result is a slur. Wei Ya really can't live, and Qianxun is indeed still developing, but it is far from the pomp and circumstance it was before January.
Without Wei Ya's blessing, Qianxun is like a piece of fat, and everyone in the live broadcasting industry wants to share a piece of resources. Via's live broadcast room brings together the most frontline and experienced professionals in the industry, and MCN, who wants to dig the wall from humble, has quietly lined up the line to the street corner.
Throughout December, The friend of The Wei ya couple, lin Yilun, who is also the star anchor of Qianxun, broadcast live for a total of 20 days. Of these, 12 days of live broadcasting occurred before Via's accident, and 75% of the days were viewed by less than 5 million people. After the Weiya incident, Lin Yilun ushered in his own traffic high point, doubling the speed of growth, reaching a maximum of 13 million.
However, this number quickly fell after the New Year, and the number of viewers stabilized at about 6 million, which was better than before, but it was far from receiving via's traffic.
The same is true of the live data of other anchors under Humble Hunt.
In fact, the live broadcasting industry has always been a typical example of the Matthew effect, and Li Jiaqi and Wei Ya, two super-head anchors, are dominant. As can be seen from the single eleven record, the second place Wei Ya threw off the third place 8 billion GMV. Wei Ya and Li Jiaqi accounted for two-thirds of the top ten total sales on the list, and the bottom 8 divided the remaining one-third of the total sales.
This is not an order of magnitude competition at all.
So after Via disappeared, no one could take her traffic.
Is Li Jiaqi okay?
Even Li Jiaqi.
On the night that Wei Ya's tax evasion incident was exposed, Li Jiaqi also took advantage of the situation to be on the hot search. Netizens speculated on whether Li Jiaqi had evaded taxes and evaded taxes, while going to his live broadcast room to watch a hilarity.
The barrage in the live broadcast room is "frank and lenient, resist strictly", "pay taxes according to law!" Every citizen's obligations" and slogans such as "The Hope of the Whole Village" swept the screen.
That night, Li Jiaqi's live broadcast room was viewed by more than 38 million people. The next day, the number of viewers was as high as 49 million, which was double the usual data.
The surge in the number of viewers is also reflected in sales. Some netizens complained on Weibo, "Tonight's live broadcast room is really a bit difficult to grab, more than 4,000 (ten thousand people), directly doubled." And a lot of them sold out... Before, you can hesitate a little longer, but now you can't buy it if you react slowly. ”
But three days later, all was calm again. At first, the influx of netizens, there are some Weiya fans, old users of e-commerce live broadcasting, but more are watching live netizens.
When the heat of the Via incident dropped slightly, the mood of netizens watching the hilarity also subsided. The number of onlookers has decreased significantly, and the data in Li Jiaqi's live broadcast room has also fallen back to the normal range.
Li Jiaqi went out of the circle under the name of "lipstick brother", and his live broadcast room selection mainly focused on beauty and skin care. And Via's life is "Doraemon", from selling rockets to selling Rolls Royce, running at home to eat in the sky, and the selection of her live broadcast room is like the anime character "Doraemon", all-encompassing.
Dong Haifeng even said, "Wei Ya has no boundaries, because people's consumption has no boundaries."
The mismatch between the audience and the product doomed Li Jiaqi to be unable to undertake Via's traffic. For example as an unmarried
Men, Li Jiaqi and then tongue lotus, it is difficult to achieve the promotion effect of Wei Ya in maternal and infant products.
As the netizen said, "Wei Ya's tax evasion was handled and I raised my hands to support it, but Li Jiaqi's life and food selection really did not bother me." ”
The blogger Entertainment Thorn counted the number of viewers in Li Jiaqi's live broadcast between December 1, 2021 and January 10, 2022, and the data showed that from December 24, the number of viewers gradually returned to the previous normal level, and only the "low-cost juhuasuan special session" (January 4) and the "New Year Goods Festival special" (January 9) and other activity special data were considerable.
Some people compare Via's disappearance to a whale fall.
The huge bodies of cetaceans and other animals cannot be quickly decomposed by scavengers, but will fall to the bottom of the sea. Whale carcasses feed all types of consumers in the food chain. The massive skeleton also serves as a base bed for many animals to attach, a process that can last for years. A whale falls, but there will be one more oasis of life in the deep sea.
But the reality is that Via disappeared without feeding any anchors. Whether it is Li Jiaqi in the head, or the small and medium-sized anchors in the waist. There was only a momentary, certain amount of data progress, but there was no sign of the birth of a second Via.
The situation of Li Jiaqi's family is the only one, and there is no end in sight for the time being.
Live to the top?
This is not a good thing for the live streaming industry. Even for Li Jiaqi himself, there are long-term hidden dangers. Even if Li Jiaqi has repeatedly emphasized compliance and legality, and the honor of paying taxes, the principle of making a big move has always cast a layer of haze on this glory.
Via also said that she fell down. The high degree of uncertainty behind it is a huge harm to Li Jiaqi and the live broadcasting industry. Whether it is anchors, consumers, merchants or investors, they are bound to have doubts about the prospects of this industry.
The development trend of live e-commerce has also been curbed to a certain extent.
When it comes to live broadcasting, most people think of Li Jiaqi first, and Wei Ya think of Wei Ya second. As a representative of the live e-commerce industry, they once earned most of the attention in the industry, and also raised the ceiling of the industry with their own achievements.
Imagination space is an important thrust for live e-commerce to run wild.
In 2017, the scale of the live e-commerce market was only 19 billion yuan, and in 2018, the market size climbed rapidly to 133 billion yuan, and in 2020, live broadcasting really ushered in a big year during the epidemic, and the market size approached trillion yuan.
Last May, new finance