With the progress of information technology and the development of the digital economy, online live broadcasting has played a role in boosting industrial development and market vitality by creating word-of-mouth effects and leading consumption booms with the help of platform promotion, short videos, e-commerce with goods, etc.
Online live broadcasting is also a social and cultural output, which plays an important role in transmitting values, morals and consumption concepts to netizens. Previously, some of the head "net reds" were fined for tax evasion, which effectively sounded the alarm bell of compliance management and laid the foundation for the healthy, stable and sustainable development of the live broadcasting industry.
It can be said that online live broadcasting is a new format of pan-entertainment, institutionalization, capitalization, industrialization and the joint action of values, and it is necessary to strengthen the standardization of the rule of law, the compliance of operations, and the leadership of values.
"Building the "Three Highlands""
First, lead the new format and build a "new highland of digital economy".
With the continuous updating of intelligent interactive technologies such as the Internet and big data and the concept of social consumption, new models and new formats such as live streaming with goods, digital marketing, online live broadcasting, online medical care, and shared travel have emerged one after another, showing a trend of deep integration of digital economy and physical manufacturing, leisure and entertainment, shopping consumption, education and health and other industries.
Among them, the "net red economy" based on online live broadcasting has developed rapidly. According to the data, among the 1 billion netizens on the mainland, 888 million people pay attention to short videos, 638 million people pay attention to live broadcasting, and 812 million people meet their living needs through online shopping. It can be seen that online live broadcasting helps to continuously release consumption potential, become the forefront of the development of the digital economy and online new economy, and provide new engines and inject new momentum into driving economic recovery, reengineering advantages, and promoting industrial upgrading.
Second, highlight the influence and build a "new highland for domestic brands".
Under the two-wheel drive of "technology + culture", domestic brands have shown a dual upgrading trend of cognition and consumption. With the help of online live broadcasting, some long-established brands, new brands of domestic products, intangible cultural heritage, and local specialties with local characteristics can create explosive word-of-mouth and considerable sales performance in a short period of time.
Third, open up new channels to create a "new highland for employment and entrepreneurship".
Under the epidemic, the demand for live salesman positions in entertainment and leisure, online shopping, education and training and other fields has soared, and many new positions such as customer maintenance, data operation, investment promotion, and supply chain operation have been spawned. Many young people and even retirees have realized their entrepreneurial dreams through online live broadcasting. Industry reports show that in 2020, the number of mainland network anchors exceeded 130 million, and an average of 43,000 new anchors were added every day.
"Facing three major tests"
The first is the test of tax system norms.
In the case of many profit channels and diverse revenue models, some network anchors have a weak legal awareness and a fluke mentality, and will evade personal income tax by concealing personal income, etc., and even change the nature of income by hiring a professional team to carry out tax planning, and take advantage of the remuneration in the name of affiliated enterprises, putting a legal cloak on tax evasion and tax evasion. Under the "net red economy", the complexity of business forms, profit models and transaction relationships has made tax supervision and tax law enforcement face a huge test, and tax system norms have ushered in a key point in time.
The second is the integrity test of live broadcasting.
In 2020, the national 12315 platform accepted a total of 25,500 "live broadcast" complaints and reports. Specific problems include data and information fraud in live broadcasts, blind recognition by using the name of "idol" and "public welfare poverty alleviation", uneven product quality, poor after-sales experience, and difficult rights protection.
The third is the test of public opinion guidance.
In order to win traffic and cater to some public psychology such as ugliness, entertainment, stimulation, and stress reduction, some network anchors will maliciously hype through live broadcast platforms to spread misconceptions such as money worship, hedonism, and even "reading is useless" and "beauty is justice", and even win special attention by staging dangerous actions, torturing animals, live racing, destroying public property, etc.
This kind of live broadcast is very easy to mislead consumers, especially to guide young people whose minds are not yet mature and their information understanding ability and criticism ability are weak to follow suit, which will also bring great hidden dangers to the life and social property safety of the anchor himself and the public.
"Implementing three initiatives"
Strengthen cultivation and management——
On the one hand, cultivate high-quality market players. Create an online live broadcasting industry cluster, attract and gather high-quality e-commerce live broadcasting platforms, live broadcasting institutions and brokerage companies; systematically cultivate live broadcast sales talents with the help of school-enterprise cooperation, and improve the knowledge, skills and bottom-line thinking ability of practitioners.
On the other hand, promote the standardized management of live streaming industry, merchants and anchors. For example, strictly define the responsibility attribution of the three parties of the live broadcast platform, merchants and anchors; accelerate the implementation of the industry standards for the management and service specification of live broadcast e-commerce platforms, promote the refined supervision of the whole process; implement the hierarchical and classified management of live broadcast salesmen, and improve the platform individual tax withholding and payment system.
Increase the cost of violations and violations of the law——
On the one hand, increase investment in regulatory infrastructure and form a new model of online and offline supervision of online search, entity traceability, instant feedback, and full supervision. In particular, it is necessary to implement the regulatory responsibility and risk prevention measures for the safety of food and drugs on the Internet, and use big data technology, artificial intelligence, neural networks and other technologies to strengthen tax supervision of the live broadcast industry.
On the other hand, we will severely crack down on online infringement and illegal purchasing, immediately supervise and review sensitive topics and sensitive content on the Internet, and increase the punishment for bad anchors and live broadcast platforms that disseminate vulgar culture and illegal content. At the same time, improve the blacklist system, and periodically publish the list of bad anchors and untrustworthy platforms to the public.
Encourage the head "net red" to play a demonstration role——
Online live broadcast practitioners, especially the head "net reds", should bear the social responsibility that matches their income and status while enjoying the dividends of the new format.
News media and live broadcast platforms can positively publicize and publicly praise positive energy "net reds", and then convey a positive outlook on life, values and careers to the public, especially teenagers, and amplify the "online + offline" compliance culture and positive energy leading effect by leading by point and typical examples.
(The author Li Dan is the vice dean and associate professor of the Business School of East China University of Political Science and Law)
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