How profitable is the live streaming industry?
On August 3, the Internet celebrity anchor Rainbow couple released a video saying that the live broadcast with goods sold for 230 million yuan a day, making a net profit of about 4 million yuan. It was also exposed that in 2022, the full amount of 43 million yuan bought 800 square meters of single-family villas, saying that Internet celebrities really make money.
The news once rushed to the hot search. As of the morning of August 5, the video posted by the anchor has been deleted.
What is the intention of the internet celebrity anchor to expose his income?
Photo / Internet celebrity anchor "Rainbow Couple" Douyin number
As soon as this news came out, it immediately triggered heated discussion among netizens. Some netizens questioned whether they really earned so much, and some netizens were concerned about whether they paid taxes according to law.
"If she really stands up, she will have to go through this, and I hope she can withstand the investigation."
"Everyone is watching others make 4 million, but no one sees the donation of 1 million."
"Practice is the only test of truth!"
"The live broadcasting industry should be the focus of the tax bureau!"
"The current Internet celebrity anchors make too much money, and ordinary people can't imagine such a speed of making money."
Photo/Netizen comment
The Chengdu tax authorities intervened in the investigation
On August 4, according to the Beijing Youth Daily, the reporter learned from the Inspection Bureau of the Chengdu Municipal Taxation Bureau of the State Administration of Taxation that the tax inspection department has received a real-name report on the tax situation of the enterprise, and the Chengdu Municipal Taxation Bureau has recently been paying attention to the "color is rainbow" enterprise, and has intervened in the investigation of the report.
According to the Central Broadcasting Network, in recent years, it is not uncommon for celebrities and anchors to "collapse their houses" due to tax evasion. For example, Wei Ya was chased and fined 1.314 billion yuan for tax evasion, Lin Shanshan was fined 27.67 million yuan for tax evasion, Sydney was fined 65.55 million yuan for tax evasion, deng Lun was punished for tax evasion and recovered 106 million yuan, in the final analysis, in the face of huge profits, they tried to use luck psychology and legal game.
According to a previous report by the Southern Metropolis Daily, the tax part is mainly discovered through big data supervision. According to the first paragraph of Article 63 of the Law of the People's Republic of China on the Administration of Tax Collection, if a taxpayer evades taxes, the taxation authority shall pursue the taxes and late fees that he has not paid or underpaid, and shall also impose a fine of not less than 50% but not more than 50% but not more than five times the tax that is not paid or underpaid.
The head with the goods master, in the past month, the average sales of 8 live broadcasts were 38.311 million
The "Rainbow Couple" anchor has 9.366 million fans and has been bound to the "Rainbow is Rainbow" corporate store. According to the business license, the full name of the enterprise is Chengdu Caicai is Hong information technology co., LTD., located in Chengdu High-tech Zone, China (Sichuan) Pilot Free Trade Zone, established on December 4, 2020, with a registered capital of 1 million yuan.
Photo / Rainbow couple Douyin, with 9.366 million fans
Photo / On August 3, the "Rainbow Couple" posted a video revealing that it brought 230 million goods a day, and the net income of more than 4 million yuan attracted attention
The legal representative is Sun Caihong, with a shareholding ratio of 90%. The business scope of the enterprise includes marketing planning, food Internet sales, cosmetics retail, cosmetics wholesale, daily necessities sales, luggage sales, shoes and hats retail, stationery wholesale, jewelry retail, sporting goods and equipment retail, etc.
According to the video released by the "Rainbow Couple", they are a "post-90s" couple, the husband is called Guo Bin, and the wife is called Sun Caihong.
According to Sun Caihong's own account, she and her husband are high school classmates, and his husband is three years younger than her and has been in love for 11 years now. After 8 years of love and long-distance running, from school uniform to wedding dress, the two now have three children. After marriage, the couple made a living by selling insurance, and within three years, they were promoted from trial salesman to five levels to senior manager.
Photo/ Screenshot of the "Rainbow Couple" TikTok video
In 2020, rainbow couples began to shoot short videos, attracting many fans with the experience of "female chasing men" and "sister-brother love". In the past live broadcast, Rainbow couple mainly sold home daily use, mother and baby, food and beverage and other affordable products. Its latest live broadcast explosive products include conditioner, self-heating hot pot, lollipops, melon seeds, etc., with unit prices ranging from 9.9 yuan to 99.9 yuan, and the number of "sold" displayed on the product page ranges from more than 700 to more than 10,000.
The live broadcast of the "Rainbow Couple" account shows that they just held a live broadcast of the "Rainbow Birthday Show" on August 3, from 9:53 to 23:41, a total of about 13 hours of live broadcasting in three periods, with hundreds of goods sold in each session. Its July 22 live broadcast of "Izuki extra large field" lasted about 4 hours in two periods, and each show sold more than 60 products.
According to the data of the live e-commerce digital marketing service platform, the number of fans and the average amount of "Rainbow Couple" belong to the head of the goods, and on August 3, it ranked first in the list of talents with goods with 75.02 million live broadcast sales, and the sales volume was more than three times that of the second place.
Since the exposure of 2022, the full amount of 43 million yuan to buy 800 square meters of villas
In 2021, the number of fans in their short video accounts reached three million, and relying on live streaming, they paid 6 million yuan in full and purchased a large flat floor with a construction area of 260 square meters.
On May 15, 2022, Sun Caihong announced on her short video account that she was staying in a luxury villa of 43 million yuan, and before that, she issued an invitation to the relatives of her in-laws' mother-in-law's family to live in the mansion together.
Photo/ Screenshot of the "Rainbow Couple" TikTok video
Sun Caihong likes to be lively, so after buying this house, she took her in-laws and mother-in-law and her parents to the villa to live together, and at the same time, she called her brothers- and sisters-in-law and other relatives who worked outside the home to bring goods with them to earn money.
What is the intention of the internet celebrity anchor to expose his income?
According to Red Star News, although the Internet celebrity anchor emphasized in the video that "I don't want to deceive everyone", but such a rare self-exposure income behavior, or people feel confused and confused, in the comment area of the relevant reports, in addition to some people expressed amazement at this matter, many people are lamenting that the live broadcast with goods investment is relatively large, not just on the surface to make money.
What the anchor intends to do with this move, I am afraid that only I know best, but this matter still has a great impact on the field of public opinion. For example, some netizens can't help but use her example as an incision to speculate about the salary level of the entire live streaming industry; After landing on the hot search, the anchor will objectively receive more attention, and the influence will become greater and enhance the performance of her live broadcast with goods; More importantly, her self-disclosure income may hide such a subtext - my ability to carry goods and absorb gold is strong, as a gimmick, the anchor may get more commercial cooperation. Perhaps, she really does not want to deceive everyone in terms of income, and she did not think too much about her self-disclosure income, but objectively she achieved the marketing effect of "killing three birds with one stone".
Of course, as long as the source of income is legitimate, there is no need to point out the legitimate income of others. Regardless of the motivation of the Internet celebrity anchor to post the income, netizens have not lost themselves in the face of high income, but can rationally treat the high income of the live streaming industry, which not only reflects people's attitude to legitimate wealth, but also reflects the public's awareness of the profit model of the live broadcasting industry.
In the live streaming industry, there is a layer between anchors, of course, there is a distinction between high and low, like the "rainbow couple" such as the net red anchor, its influence is not formed overnight, correspondingly, its high income also needs to be dismantled, and part of the income must continue to be invested in operation. In the traffic era, consumer hotspots will iterate rapidly, consumer attention may shift at any time, if the anchor with goods can not adapt to this change, bringing consumers a new shopping experience, may soon be left behind by the times. In internet buzzwords, the industry is "rolled" very badly, and "high income" cannot summarize the changes and pressures of this industry.
The more cruel fact is that in this uncertain industry, head anchors and ordinary anchors are generally more difficult, but in the end, who can rank among the high-income is unknown. Some media reported in 2017 that half of the network anchors have a monthly income of less than 1,000 yuan, and less than 10% of them exceed 10,000. Many tail anchors who lack the support of platforms, funds, etc., are difficult to land in the wave of live streaming with goods, and after paying a lot of energy, they may still have little effect.
Recently, another news report is worth noting, "short videos become children's summer addiction 'new choice'", surprisingly, some children frankly want to be Internet celebrities. It is not to stigmatize "Internet celebrities", but if children see fame too easily, they may lose the motivation to learn and live. This idea of trying to take shortcuts, getting rich overnight, or becoming famous should not be promoted.
Therefore, for the "net income of 200 million yuan with goods and 4 million yuan" in the mouth of the Internet celebrity anchor, the public should have their own ability to distinguish and stand on the side of the correct value orientation. For ordinary people, the correct value orientation is summed up from solid facts and comprehensive truths, which will help us to correctly understand society and guide people to create a real and happy life, rather than towards falsehood.
Synthesized from 21, Beijing Youth Daily, Rainbow Couple Douyin, Red Star News, Southern Metropolis Daily, Central Broadcasting Network, etc