Not long after Wei Ya's accident, the boiling "1.3 billion" gradually faded out of people's vision under the impact of the new spring.
But in the past few days, this former "sister with goods" has returned to the center of the public opinion field. There was a sound of wind coming out, and she was coming back.
On February 12, the new account "Bee Surprise Society" was broadcast live for the first time on Taobao. What is striking is that among the 6 anchors who appeared on this account, 5 were "acquaintances" who often appeared in Wei Ya's live broadcast room.
Coincidentally, on February 15, another new account "Light is Coming" was also launched on Taobao, and the same appearance attracted countless fans, with a total of 760,000 single views. Many people familiar with Sydney's live broadcast room recognized that the number one anchor of this new account was Sydney's original broadcast light.
The public has speculated for a time that several anchors who have been banned for tax evasion are going to "return the soul through the shell"?
01 Blocked, but not completely sealed
On December 20, 2021, the news of Via's tax evasion was like a flat thunderclap, with a fine of 1.341 billion yuan to blow up Via's major platform accounts. This former e-commerce figure disappeared in front of the public with a body of controversy.
Although Via disappeared, the company behind Via is still operating normally. According to people familiar with the matter, although Wei Ya has stopped broadcasting, her live broadcast team has not been disbanded, nor has it been laid off, and after a week of vacation, she resumed work and turned to other anchors under Qianxun.
At 19:30 on February 12, an account called "Bee Surprise Society" opened its live broadcast debut on Taobao. Soon, many former Weiya fans found that several anchors in the live broadcast room were several assistants in Weiya's live broadcast room. At this moment, Via's iron fans found a place to go again.
According to Taobao live broadcast records, bee surprise club premiere on the day of live broadcast for nearly 5 hours, with 55 models of goods, many products that have been deeply cooperated with Wei Ya, such as Yuze, Baiqueling, etc., have appeared in the live broadcast room.
In the next few days, under the traffic blessing of "Wei Ya Halo", the number of fans of the "Bee Surprise Society" soared. As of today (February 17), the number of followers of the account has exceeded one million.
As the live broadcast team returned to the public eye, "Via's return" also became a focus topic. On the day of the live broadcast of the Bee Surprise Club, many people poured into the live broadcast room to ask for The news of Wei Ya, but the Bee Surprise Club never responded positively. Taobao Live insiders also revealed that they did not receive plans for Wei Ya's re-broadcast, and believed that Wei Ya's re-broadcast was "unlikely".
In response to the emerging account of the Bee Surprise Club, although Qianxun has not officially stated, there are a number of staff related to Qianxun who are promoting the relevant information of the Bee Surprise Club. According to the relevant investment information that appears in the industry community, the Bee Surprise Club can also be determined as a live broadcast room under Qianxun.
Dong Haifeng, chairman of Qianxun Holdings and Wei Ya's husband, once said that he hopes to build Qianxun into a hydropower coal in the live broadcasting industry, so that Qianxun can also be a sustainable development enterprise after Weiya cannot broadcast live.
Now it seems that Dong Haifeng's plan has been forced to put on the agenda in advance.
02 Whale fall, not presented
After the "super head traffic" Wei Ya was sealed, many people in the industry had looked forward to "a whale falling to all things".
According to the judgment of professionals, after the Sydney, Lin Shanshan and Weiya incidents, about 20% to 30% of the traffic in the entire Taobao live broadcast field was vacated. Therefore, the major middle-waist anchors have made efforts, hoping to win a piece of the pie for themselves under this tax investigation storm.
But the truth is not as good as imagined, two months later, the overall pattern of live e-commerce has not undergone earth-shaking changes.
Due to the gradual tightening of policy supervision and the recognition of the hidden risks of anchors, many businesses have chosen to shift their attention from cooperation with other anchors to brand self-broadcasting.
Therefore, many practitioners said that although the big anchors have disappeared, the resources in the hands of the merchants have not been divided much, and because the anchors of the same class still have to compete for resources, the pressure on the anchors has not even decreased but increased.
Li Jiaqi, who was once considered to be the biggest beneficiary of Wei Ya's accident, only surged in traffic in the few days when Wei Ya was just blocked, reaching a data of nearly 50 million. However, due to the difference in live broadcast style and the low degree of overlap with the categories with goods, Li Jiaqi did not completely swallow this wave of dividends, and it did not take long for the boom to recede rapidly, and Li Jiaqi's daily average data also recovered to about 15 million on weekdays.
Many of Via's iron fans said that although they also paid attention to some other anchors, those live broadcast rooms could not meet their own consumption needs. In their hearts, Via is irreplaceable.
In order to recover the lost land and recover the iron powder, whether it is the humble search behind Wei Ya or the Chen Fan behind Shirley, they are looking for another way out.
Among the various schemes, using the public's familiar broadcasters to create a "stand-in" that is similar enough but not the same as the original anchor has become the best choice. While harvesting the original fan feelings, it can also bring topicality and attract new traffic.
03 Conclusion
Neither the official voice nor Via's public apology letter mentioned the words "never come back." Therefore, many people are still looking forward to Via's comeback.
But don't forget, there is still public opinion in our society.
Withdrawing from the market because of "illegal tax evasion and tax evasion" is undoubtedly a stain on the personal image of Via, Sydney and others.
Instead of holding on to return again and causing great controversy, perhaps acting low-key and being a behind-the-scenes trader is their best choice at this stage.