Wen | Zhang Yi
Editor | WenBin
"The anchor is like a dream I had when I was a child: if one person in the country gives me a dollar, I am a billionaire."
On February 22, Kuaishou anchor Pingrong (network name: Donkey Sister-in-law Pingrong) was punished for tax evasion. After Lin Shanshan, Sydney, and Wei Ya, the anchor circle has once again "earthquake".
According to documents released by the tax department of Guangzhou Municipality, Guangdong Province, between 2019 and 2020, Pingrong evaded personal income tax of 19.2605 million yuan by concealing the commission income from live streaming, and did not declare other production and operation income according to law to pay 14.5072 million yuan in tariffs. The Inspection Bureau of the Guangzhou Municipal Taxation Bureau recovered taxes, collected late fees and imposed a fine of 0.6 times, totaling 62.003 million yuan.
A few days ago, the Inspection Bureau of the Guangzhou Municipal Taxation Bureau has sent a decision on tax administrative treatment penalties to Pingrong in accordance with the law.
"Hundreds of millions, small is tens of millions." Netizens once again lamented that the money in the anchor circle is really easy to earn.
Compared with Via, the amount of Pingrong's fine this time did not reach the threshold of 100 million yuan, but it was enough to shock. After the punishment news was exposed, he quickly searched for "Donkey Sister-in-law Pingrong" on the Kuaishou platform and found no one.
Subsequently, Pingrong posted an apology letter on Weibo, apologizing for the illegal acts, and while apologizing, he said, "Our team has begun to suspend the live broadcast business since the end of last year, and standardize and rectify the entire team." In the future, I will operate more compliantly, pay taxes in accordance with the law, better shoulder the social responsibility of anchors, and I will demand myself with higher standards to actively promote the healthy development of the live e-commerce industry. ”
At present, Pingrong's Weibo account has also been banned.
Many people's impression of Pingrong mainly comes from her husband, the kuaishou big anchor er donkey, and the "donkey family class" headed by the second donkey is one of the core anchor families of Kuaishou. There was even a legend of "Southern Donkey And Northern Zhang" on the Kuaishou River and Lake.
Compared with the number of fans of more than 40 million donkeys, the number of fans of more than 20 million in Pingrong is much less. But as the boss lady of the "donkey class", Pingrong actually has a good ability to carry goods. For example, in May 2020, in the live broadcast opened by Gree Dong Mingzhu and Pingrong couples, the final sales exceeded 3. 100 million records.
▲Image source: Network
However, the two donkey couples have also been exposed to have many problems. For example, last year, the two were frequently caught in the fake storm: in May, the couple was accused of selling copycat Duowei mobile phones; soon after, the two were again accused of selling fake mobile phones including ZTE, Soai, Tianyu and other brands.
In response to the Duowei mobile phone incident, Kuaishou E-commerce released the final processing results: Kuaishou E-commerce permanently cleared all Duowei products, and the enterprises involved would never cooperate. In the face of consumers, all consumers who purchase "Duowei 12Pro" mobile phones in the live broadcast room are given 9 times compensation.
But there are also times when the tolerance of platforms and consumers is "intolerable or intolerable".
In October last year, the intensifying "Weather Dan Fake Incident" pulled the second donkey and the abbot of another major anchor of Kuaishou off the altar of live broadcasting, and this incident was once on the TV news.
In November, some netizens found that the accounts of Erdon and Abbot Kuaishou were blocked, and the processing status showed that the abbot's account could not be broadcast live within 7 days, and the erdon account could not publish works for 176 days. A few days later, Pingrong was also banned for 174 days for violating the law. And this series of bans makes people speculate, perhaps the punishment made by the platform for the "weather Dan fake incident".
Back to this Pingrong tax evasion penalty incident, although the two donkey couples have appeared together for a long time and have also been "honored and humiliated", this incident has not yet harmed the second donkey account.
Even so, some netizens said that this incident may affect the return of the second donkey.
Unlike Simba's "fake bird's nest incident", in the past six months, the state has been constantly rectifying tax evasion in the anchor industry, and many head anchors have stepped onto the cusp of the storm. After the hot discussion faded, there are also many anchors who are not willing to be lonely and try to return to the front line of live broadcasting, such as the recent rumors of "Via rebroadcast", "Sydney team rebroadcast" and so on.
It's just that although these big anchors seem to be hopeful for a comeback, in fact, none of them have really succeeded, but they belong to repeated trials outside the high-pressure red line, hoping to "make a comeback".
However, although there is no hope for the comeback of the big anchor in a short period of time, the ecological force behind the big anchor is still huge. After all, although the bad anchors have not returned to the front of the stage, they can still become the "mysterious people" who control the front of the stage from behind the scenes.
Taking the Kuaishou anchor family as an example, its organizational structure is almost all radiated with family members as the core, forming a circle of apprentices and grandchildren, and the whole constitutes a huge MCN matrix, such as the donkey family class with the second donkey and Pingrong couple as the core, and the Simba family with Simba and Chu Ruixue as the center.
▲Image source: CBN Commercial Data Center, Red Funnel
In terms of enterprise management, although according to the data of enterprise investigation, Pingrong withdrew from the actual holding of many companies after being punished for tax evasion. However, he still serves as the legal representative of Pingxiang Xingmuhang Culture media center and Guangzhou Pingrong Cultural Communication Co., Ltd. Both companies are related to cultural communication.
The logic behind this is that although these big anchors have retreated to the second line, cultivating new forces of Internet celebrity anchors can still bring them long-term benefits.
For example, not long ago, Weiya's original broadcasting team reopened the live broadcast business with a new account "Bee Surprise Society", of which 5 of the 6 anchors who appeared on camera were "familiar faces" in the past Weiya's live broadcast room.
According to the data, the number of viewers of the first live broadcast of the "Bee Surprise Society" exceeded 1 million, and within ten days, its live broadcast room had close to 1.5 million fans, and the highest number of viewers exceeded 10 million. And the most worth mentioning is that in the case of such an internal volume of network anchors, the "Bee Surprise Society" not only rose rapidly in traffic, but also took only five days to impact the Taobao Live TOP3 list.
Some merchants once told the media: "The Bee Surprise Club team will be in the private domain, clearly saying that it is the Weiya team, and the old fans and merchants have linked it to Weiya." "New fans are still waiting, and old fans have long been following the vine to find the "Bee Surprise Society", which is the traffic aggregation effect of the head anchor.
Via is not there, but the Via effect is still there.
Coincidentally, after the debut of the "Bee Surprise Society", the original Sydney vice broadcast light and the new team also started broadcasting on Taobao. According to the data, the cumulative number of viewers of its premiere exceeded 770,000, and the number of fans approached 250,000 after 3 days.
The rapid rise of the "Bee Surprise Society" and the "Sydney Subcast Light" is actually a continuation of the big anchor effect.
Head KOLs such as Via and Simba already have a loyal fan group similar to the star effect. Therefore, the "Bee Surprise Society" is highly similar to Via's live broadcast in terms of name, scene layout, and personnel familiarity. Under the crazy hint, it can also evoke the fans' no small "feelings", which can be transformed into GMV.
However, how long can the big anchor sentiment sell? Although the newcomer anchors supported by the big anchors grow rapidly, how to maintain "evergreen" or create brilliance in the state of inner volume? This is another topic.
Previously, the main way of the Via team was to hold the moon in the stars, focus on creating one person, forming a brand effect, and then relying on brand dividends to cultivate new people in the way of "brushing face Via".
In contrast, the Kuaishou family, represented by the donkey family class, has cultivated a large number of disciples and grandchildren. On the one hand, this method can form a multi-core model, and the anti-risk ability is relatively large; on the other hand, this model is also related to Kuaishou content, which accounts for a relatively high proportion of sinking market users in its audience, and jianghu content is quite popular. And the family model seems to have more of the taste of the ancient puzzle boy of the year.
Simba's team also made a promise to "plan to incubate 30 head anchors in 2020" to strengthen the family's power. During the 2020 Double 11 period, Simba's apprentice Shi Damei also introduced 2 new apprentices in the live broadcast room.
However, this model of "getting rich first and getting rich later" and "casting a wide net" also seems to have bottlenecks.
In 2020, Tong Tong and Shuang'er of the Er Donkey family are facing the problem of negative fan growth. Previously, Sydney and Lin Shanshan's Chenfan had a similar dilemma. According to the data, the company has signed more than 300 celebrities, but the super head with more than 5 million fans is about 10 people, and the proportion of reds below one million fans is more than 65%, but it is difficult to create the next "Lin Shanshan" and "Sydney".
Therefore, compared with the second donkey, Via, etc., Simba's route is obviously more flattering. And unlike Via and Er Donkey, Simba also has his own set of theories of the industrial chain.
Before the fake bird's nest incident, Simba had founded Xinxuan in 2019 and launched a C2M e-commerce system from the perspective of supply chain.
Objectively speaking, this theory is in line with the current general development trend of the live broadcasting industry. On the one hand, with the "parting" of the relationship between brands and big anchors, brand enterprises have opened a self-broadcast mode; on the other hand, after the traffic dividend disappears, the marketing expenses of enterprises have increased. Starting with the supply chain, you can alleviate both of these problems.
▲ Image source: Simba video (Simba kneels down to announce his return)
But the fake bird's nest incident made Simba's proud image of strict selection of the supply chain collapse, and all the layouts behind it did not have the original effect. Therefore, the theoretical direction is one thing, but the practical practice is obviously another.
Nowadays, as a commercial product, the anchor relies on a number of industries such as MCN, and behind an anchor is an inextricable business logic. Therefore, after the big anchors retired from the front line, they may not disappear in the industry, but turned to the background and changed their shells and were reborn.
And perhaps the only consolation is that under the increasingly stringent regulatory policies, it is difficult for illegal acts to have a chance to be "reborn".