Per reporter: Li Zhuo Per editor: Liu Xuemei, He Xiaotao
On March 30, the State Internet Information Office, the State Administration of Taxation and the State Administration for Market Regulation jointly issued the Opinions on Further Regulating the Profit-making Behavior of Online Live Broadcasting and Promoting the Healthy Development of the Industry (hereinafter referred to as the Opinions), which aims to supervise the chaos in the live broadcast e-commerce industry.
For this latest policy, Li Chengdong, an e-commerce strategy analyst, told the "Daily Economic News" reporter that the introduction of the policy will not only affect the ecology of the live e-commerce industry, but also further improve the operation and management problems between MCN institutions and anchors.
Last year, the dispute over Li Ziqi's IP set off huge waves in the field of live broadcasting. Following the mutual prosecution of Hangzhou Weinian and Li Ziqi in October 2021 and January 2022, the tug-of-war between the two sides has recently had a "sequel".
According to Qixinbao, on March 10, Hangzhou Weinian Brand Management Co., Ltd. sued Sichuan Ziqi Culture Communication Co., Ltd. again at the Intermediate People's Court of Mianyang City, Sichuan Province.
This difficult dispute has completely brought the conflict between the anchor and the MCN agency to the public. So, can the New Deal resolve this conflict? What substantive impact will the new policy have on the live e-commerce industry?
The three departments "Bright Sword" online live broadcast profit-making behavior
Recently, the State Internet Information Office, the State Administration of Taxation, and the State Administration for Market Regulation collectively broadcast the "bright sword" online live broadcast of profit-making behavior.
According to the "Opinions", online live broadcasting platforms should strengthen the registration management of online live broadcast accounts and the hierarchical and categorical management of accounts, and report to the internet information and tax departments every six months information such as the personal identity, live broadcast account number, network nickname, remuneration account, income type, and profit situation of the online live broadcast publisher with live broadcast profit-making behavior, and cooperate with the regulatory departments to carry out law enforcement activities.
At the same time, the Opinions require that online live broadcasting platforms and online live broadcast publishers must not attract traffic through false marketing, self-reward, etc., and induce consumers to tip and buy goods.
In response to the chaos of tax evasion and tax evasion by Internet celebrity anchors, the "Opinions" also clearly pointed out that it is necessary to investigate and deal with tax-related illegal and criminal acts such as tax evasion in accordance with the law, and publicly expose typical cases with serious circumstances, bad nature, and strong social reactions. Intermediary institutions and relevant personnel who plan and help carry out tax evasion for online live broadcast publishers in violation of laws and regulations are to be seriously dealt with and publicly exposed in accordance with law.
In this regard, Li Chengdong told the "Daily Economic News" reporter that the introduction of the policy is mainly aimed at some of the chaos in the current live e-commerce industry to strengthen the supervision of the live e-commerce industry.
"One is the problem of tax evasion and tax evasion of the anchor group, the second is the operation and management problem between mcN institutions and anchor masters, and the third is the involvement of some irrational tipping behavior, such as minors using their parents' money to tip anchors." Li Chengdong further explained.
The live e-commerce industry will return to rationality
Talking about the impact of the introduction of the new policy, Internet analyst Zhang Shule told the "Daily Economic News" reporter that the introduction of the new policy means that the live streaming industry with dividends and even huge profits formed by illegal acts such as tax evasion and evasion will gradually enter the right track and bid farewell to barbaric growth.
In 2020, the scale of the live e-commerce industry exceeded one trillion yuan, becoming one of the hottest outlets at that time.
Chart source: Research Report on The Prospects and Investment Opportunities of China's Live E-commerce Market
However, in 2021, Wei Ya, Sydney and other head anchors were fined and banned for tax evasion and tax evasion, and many anchors such as Li Jiaqi, Luo Yonghao, and Lie'er Baby were also named for rectification. Rectifying and standardizing live e-commerce has become an urgent problem to be solved.
Li Chengdong believes that this new policy will effectively improve the above-mentioned industry chaos, and the live e-commerce industry will also return to rationality, "anchor masters and MCN institutions will reduce their income, be greatly affected, and the development speed of the live e-commerce industry will also slow down." ”
In addition to the ecological level of the industry, Li Chengdong also mentioned the impact of the new policy on the operation and management issues between MCN institutions and anchor talents.
The number of MCN institutions in China has soared in a few years Chart source: Prospective Industry Research Institute
In a previous interview with the "Daily Economic News" reporter, Li Chengdong once talked about the relationship between MCN institutions and anchors. He used the Li Ziqi dispute as a case to illustrate that the success of Li Ziqi's IP cannot be separated from the manpower and material resources invested by Wei Nian, "If they go their separate ways, Li Ziqi and Wei Nian can live alone, but the commercial value of both sides is destined to be seriously reduced, and it is doomed to be a lose-lose situation." ”
He also pointed out that the parting of Li Ziqi and Wei Nian exposed a fatal bug in the Da Ren MCN model, "The biggest cost and risk are borne by the company, and the biggest benefits are harvested by the Da Ren, and there will be no second Li Ziqi." ”
In the face of today's new regulatory policies, Li Chengdong said that the promulgation of the new policies will improve the operation and management problems between MCN institutions and anchor talents, "talents will be more constrained by this policy, and the situation of talent anchors jumping jobs and defaulting at will will will be much less." ”
Reporter| Li Zhuo Yang Xinyi (Intern)
Editor| Liu Xuemei He Xiaotao Du Bo
Proofreader | Sun Zhicheng
| the original article of the daily economic news nbdnews |
Reproduction, excerpting, reproduction and mirroring without permission are prohibited
If you need to reprint, please apply to the background of this official account and obtain authorization