Since December 20th last year, more than 30 days after the "disconnection", Weiya is still a hot topic, but around it, it is no longer a tax supplement incident, but a deep discussion of the e-commerce anchor and the entire live broadcasting industry, from this point of view, Weiya as the head anchor generation industry has been experienced, in fact, it is a weather vane, a "lighting bomb", the spillover significance of the live broadcast economy and even the social level can not be underestimated.
The well-known financial blogger "Xu Jin Agent" believes that Wei Ya's punishment is not a one-person thing, but actually a signal, which can see the pressure of change that the live broadcast industry will inevitably face. The fact is that since zhengzhou net red anchors recovered more than 6 million taxes last year, the "barbaric growth" live e-commerce industry has entered a round of tax reimbursement, and more than 1,000 people are known to actively pay taxes. Wei Ya was punished not long after the outbreak, the micro-business godfather Gong Wenxiang exposed the tax reimbursement list of some Internet celebrity anchors, according to him, many anchors have been investigated by the tax department and paid back taxes, and among them, the well-known "Taobao brother" Li Jiaqi tax supplement is as high as 1.7 billion, of course, for this statement, the company behind Li Jiaqi, the United States ONE, responded that it was false news.
To be fair, the rapid development of live e-commerce to the present is to solve some pain points, so many consumers are willing to pay, and so many merchants are willing to sell through live broadcasting. Therefore, from the perspective of brands, merchants and operating agencies, entering the live broadcast of e-commerce also means keeping up with a new wave of the times train, the survey shows that from the actual effect, more than 60% of the brand owners through live broadcast to enhance product sales, has played a good marketing effect.
Because of this, the industry norms of live e-commerce have also reached an imperative time. In mid-January this year, according to CCTV News, the Shanghai Municipal Market Supervision and Administration Bureau conducted a spot check on 6 types of goods such as infant clothing, adult clothing, clothing accessories, shoes, bags and bedding sold by 9 e-commerce live broadcast platforms, and found that the sampling failure rate of Kuaishou was 40%. The sampling failure rate of Xiaohongshu is 28.6%, and in the view of industry insiders, from the investigation and punishment of multiple anchors to commodity labels and even quality sampling, it can reflect that live e-commerce, as a new format, has begun to enter a strict regulatory cycle while being recognized by the state.
At present, the barbaric growth of the Internet red live broadcast with goods era has become a thing of the past, live e-commerce industry from the top down rules and legal trend, in 2022, live e-commerce has also ushered in the "year of inflection point", then on behalf of the industry has been experienced by Wei Ya, where will the future go?
Hu Xijin once said: I don't want to see Via disappear from here. This is part of the state's efforts to strengthen market supervision, and she has created a desperate situation herself, and whether she can survive is also up to herself. Generally speaking, people expect that strict supervision can produce constructive results, promote enterprises to follow the right path, respect the law, and most regulated enterprises will eventually usher in healthier development, rather than dying on the operating table one by one.
The author is more in favor of Lao Hu's statement, as an entrepreneur, a female entrepreneur, Via has undoubtedly achieved great success in the early stage, this success has the lucky component of "standing in the wind and dancing with the wind", but also the credit of her and her husband and team painstaking management, a business operation and entrepreneurship process has taken a detour, the state gives punishment and restraint, just like parents spanking children's butts, not to let you die without a place to die, but to hope that the enterprise can comply with the legal and benign development, this simple truth, nothing more than because Via has "star Internet celebrities." "The identity will be entangled."
Shen Yongming, vice chairman of the Shanghai Minhang District CPPCC Committee and secretary general of the Municipal Committee of the China Democratic National Construction Association, believes that participants in live e-commerce need to convert from the thinking of short-term traffic harvesting, create a truly professional and efficient live shopping channel, and establish a "live broadcast room brand" with long-term thinking. "The healthy development of live e-commerce requires multi-party efforts and joint governance. The first standardization of head institutions will play an exemplary role in the industry, for the relevant active industry heads and live broadcast institutions, the relevant departments should adjust from the policy, formulate high standards of access thresholds and requirements, introduce a series of corresponding reward and punishment measures, form a long-term mechanism, and protect the legitimate rights and interests of live e-commerce industry practitioners according to law. ”
For the future direction of Weiya, the author believes that we can refer to secretary-general Shen's suggestions, continue to deepen the business in the field of live e-commerce, actively explore the formalization and healthy development path of the industry, set an example of legal compliance, and promote the benign development of enterprises.