"The feathers on Li Jiaqi's body were given to me by all the girls one by one." On the evening of September 11, Li Jiaqi, a top Internet celebrity anchor who was pushed to the forefront for inappropriate remarks, apologized several times in the live broadcast room with tears. As of 9 o'clock on the 12th, the number of Li Jiaqi's Weibo followers has dropped from 30.44 million to 29.34 million, and the loss of fans has exceeded one million.
Angry fans in the live broadcast room, where does Li Jiaqi have the confidence? Many netizens attributed the reason to "(Li) is already capital". Public reports show that Li Jiaqi earned nearly 200 million yuan in 2019; In the list of the top 100 annual net income of online anchors in China (mainland China) in 2021, Li Jiaqi topped the list with an annual net income of 1.8553 billion yuan; at present, Li Jiaqi is associated with a total of 19 enterprises.
In recent years, top Internet celebrity anchors, including Li Jiaqi, Weiya, Er Donkey, Xiao Yang Ge, etc., have "turned over the car" for various reasons, and public opinion has been in an uproar for a while. Some netizens commented that no matter what reason these top Internet celebrities "overturned", there is one thing in common - they are all worth a lot when they "overturn", and they have made a lot of money by relying on the Internet celebrity traffic economy, and several have even become capital predators and have complex business territory. Rich people float? Whether their "rollover" is related to their rich fortune is probably only known to them.
Li Jiaqi
Netizens in the live broadcast room: Where is it expensive? Has wages risen for so many years?
According to upstream news reports, recently, when Li Jiaqi introduced the 79 yuan Hua Xizi eyebrow pencil in the live broadcast, some netizens left messages saying that it was getting more and more expensive. He asked rhetorically: "Where is it expensive?" This price has been this for so many years, don't talk nonsense with your eyes open..." and said: "Sometimes find your own reasons, have wages risen or not for so many years?" Is there serious work? Because of the latter sentence, it caused dissatisfaction among netizens.
Li Jiaqi's anger in the live broadcast room caused an uproar among fans.
Xinhua News quoted some netizens as saying: "You earn ordinary people's money, and in the end you mock ordinary people for being poor" and "Yes, when you become a boss, you can't look at workers anymore." Upstream news commentary "Li Jiaqi, who mocked ordinary people for "not working hard", personally destroyed his basic plate", quickly rushed to the hot search lists on many platforms.
According to public information, Li Jiaqi was born in October 1992, an e-commerce anchor and beauty expert, nicknamed "Lipstick Brother". According to the Shanxi Evening News, statistics from the big data trading platform Data Treasure show that Li Jiaqi earned nearly 200 million yuan in 2019; According to Xinhuanet, in 2019, Li Jiaqi revealed that he had a monthly income of 7 figures in the program. According to @Greater Bay Area Video reports, in the "2021 China (Mainland) Top 100 Online Anchors Annual Net Income List", Li Jiaqi topped the list with an annual net income of 1.8553 billion yuan.
According to the Tianyancha APP, there are currently 19 enterprises associated with Li Jiaqi's name, all of which are in existence, including 6 studios wholly owned by him and 6 enterprises held by him with 99% shares, and the business territory involves e-commerce, cultural media, network technology, management consulting, etc.
Via
After being fined 1.3 billion yuan for tax evasion, he transferred to the capital market
According to CCTV news on December 20, 2021, recently, the Inspection Bureau of Hangzhou Municipal Taxation Bureau in Zhejiang Province found that online anchor Huang Wei (net name Weiya) evaded 643 million yuan in taxes and underpaid 60 million yuan in other taxes by concealing personal income and other taxes from 2019 to 2020, and decided to recover taxes, impose late fees and impose fines totaling 1.341 billion yuan on him in accordance with the law. On the evening of the 20th, Weiya Weibo, Taobao Live, Douyin, Kuaishou and other platform accounts were blocked one after another.
Once the "first sister with goods" Weiya.
In 2016, Weiya began to bring goods on Taobao Live. In 2020, Weiya's annual live broadcast turnover has exceeded 30 billion yuan, firmly occupying the throne of "a sister with goods". In 2019, Wei Ya and his wife established Qianxun (Hangzhou) Culture Media Co., Ltd. In 2020 and 2021, Legend Capital and Yunfeng Fund successively injected capital into Qianxun. Qianxun has cooperated with more than 5,000 brands, with a cumulative GMV (turnover) of more than 10 billion yuan. In 2021, the China Forbes Rich List was released, and Weiya and her husband Dong Haifeng ranked in the top 500 with a net worth of 9 billion yuan.
According to a report by Zhengguan News in November 2022, the first listed company invested by Weiya has come. On November 4, Juzi Bio, known as the "Huawei of the beauty industry", went public, rising more than 25% intraday. According to the prospectus, in 2021, Weiya and Hillhouse Capital and other institutions participated in Juzi Biotechnology. The market value of the shares held by Wei Ya and his wife is about 204 million yuan, compared with the 167 million yuan invested at the time of the shareholding, and the floating profit has exceeded 35 million yuan. In November 2020, Weiya's husband Dong Haifeng also appeared in the shareholder list of Guangdong Delmar Technology Company, an IPO company on the Growth Enterprise Market, and increased its capital to Delmar by 150 million yuan to obtain 2.84% of the company's equity.
Simba
Caught in the "sugar water bird's nest" turmoil, compensated consumers 41 million yuan
According to the Jinan Times, in January 2020, 50,000 masks and 150 million yuan in donations allowed more people to know Xin Youzhi, a post-90s guy in Harbin. Xin Youzhi is Simba, the co-founder of Xinxuan brand. In October 2020, Simba's team anchor recommended a "ready-to-eat bird's nest" during a live broadcast, which was questioned by consumers that "it is sugar water instead of bird's nest", causing an outcry in public opinion. Afterwards, Simba appeared in the live broadcast room, opened several cans of new bird's nest to demonstrate, and took out the product inspection report to "prove his innocence".
Professional counterfeiter Wang Hai then published a number of blog posts, saying that it was a flavored drink rather than bird's nest; A test report was also issued that Simba's ready-to-eat bird's nest product "is sugar water".
In November 2020, Simba issued an open letter, admitting that there was exaggerated publicity during the live broadcast promotion, and would refund all the products sold in the recall for one compensation of three. The Guangzhou market supervision department also announced the results of the investigation: Simba's live broadcast company involved in the incident had misleading commercial publicity behavior, and was fined 900,000 yuan. Simba's platform account was banned for 60 days. Beijing Business Daily reported in January 2022 that Xinxuan Group said that as of January 2022, it had paid consumers a total of 41.439 million yuan.
According to polar news reports, as early as 2016, Simba entered a short video platform and began to live broadcast goods, and became the first brother of the platform by creating various topic events in a few years. In 2019, the total number of "Simba family" fans at its peak exceeded 100 million, and the total GMV (turnover) reached 13.3 billion yuan in one year, accounting for 1/4 of the platform's e-commerce revenue.
After the "Sugar Water Bird's Nest" incident, Simba and his apprentice anchors were repeatedly banned, and their popularity and reputation were greatly reduced. In March 2021, Simba and other anchors in the family jointly filmed a kneeling video, shouting "take users home", and the cumulative sales on the night of the return reached 2.042 billion yuan.
Brother Xiao Yang
False propaganda with goods advertising, 50 million wages issued in January shocked people's jaws
According to the Daily Economic News report, in November 2022, the well-known Internet celebrity "Crazy Little Yang Ge" (hereinafter referred to as Xiao Yang Ge) recommended the sale of the Jin Zheng light tone heating wall breaker in the live broadcast room, which was questioned by professional fake fighter Wang Hai about the "false standard power" of the product. Wang Hai also questioned the violation of the advertising of Youshang Baby Moisturizing Soothing Special Cream sold in his live broadcast room. In February this year, the Hangzhou High-tech Zone Municipal Supervision Bureau determined that the above-mentioned infant special cream "contained false content in the advertisement" and imposed administrative penalties on the product manufacturer Youshang. At present, the promotional page of the product involved no longer has the words "rich in 5 billion probiotics" and "4000+ refuses to add ingredients".
Xiao Yang Ge said that the company's monthly salary is about 50 million.
According to the homepage of the "Crazy Little Yang Ge" short video platform, its fans have reached 110 million. In 2015, Xiao Yang Ge registered the "Crazy Little Yang Ge" account, began to create short videos, and in 2021, established an MCN agency - Hefei Three Sheep Network Technology Co., Ltd., introduced external capital, and Xiao Yang Ge's business territory expanded rapidly.
Tianyan investigation shows that Xiao Yangge has actual control of 25 companies through direct or indirect shareholding. Last year, Xiao Yang Ge attracted attention because he bought a real estate in Hefei for 103 million yuan. At that time, Xiao Yang responded, "The purpose of buying a house is to make the company bigger and help everyone find better employment." ”
In August this year, in response to a question from netizens in the live broadcast room, "How much salary do three sheep pay a month?" Brother Xiao Yang said: "500,000? 5 million is not enough to feed some middle and high-level people, 50 million is about the same. This statement once again aroused the public's attention to the ability of Internet celebrity anchors to attract money, and many people said that they were "frightened".
scholar
"Middle-aged and elderly women harvesters" were banned and reported for fraud and tax violations
On September 2, the account of the 12 million fan Internet celebrity anchor "Xiucai" was banned. According to CCTV news, on the evening of the 2nd, a person in charge of the Anhui Bozhou Municipal Taxation Bureau said that he had indeed received a report against Xu Moumou (net name Xiucai), "involving the declaration of personal income."
According to Red Network news, some netizens reported that "Xiucai" had a bad attitude during the live broadcast, and kept shouting Mai to say "Medical expenses!" Medical expenses! Give me your medical bills", inducing fans to swipe money to "support the scene".
12 million fans Internet celebrity anchor "Xiucai".
In May 2023, Xin, a 62-year-old woman in Beijing, reported Xiucai online under her real name, saying that she used dividends as bait and defrauded herself of more than 500,000 yuan in three months by giving online tips and offline dividends. In response to the accusation that netizens were suspected of fraud, the local police said that no illegal or criminal acts were found, and the two parties settled on their own. But Xin told the polar news reporter that he gave more than 520,000 yuan by brushing gifts. Xiucai promised her that in addition to returning the tip money to her, he would not treat her badly.
Before being banned, Xiucai's platform account had 12.171 million fans and more than 200 million likes, and was known as the "harvester for middle-aged and elderly women". According to public information, Xiucai, 39 years old, from Bozhou City, Anhui Province, began shooting short videos in 2020 and released more than 1,300 video works.
As a top Internet celebrity, Xiucai's ability to attract gold is not weak. In his live PK with the Internet celebrity "Smile in the City", it attracted 20 million people in 3 hours, and "carnival" gifts worth 3,000 yuan were given from time to time.
Two donkeys
Made up a script to pose for live broadcast, and exposed 6.8 billion deposits
According to the Qilu Evening News, on the evening of August 16 this year, the head anchor of a short video platform "Er Donkey" (Er Donkey), who has more than 48 million fans, was broadcasting live outdoors in Qingdao, when a number of men suddenly broke in and tied him to a car to "bury" him alive.
On August 18, Qingdao police said that the farce was purely "fabricating a script for posing for live broadcasting" in order to "earn traffic and attract fans." His account has been banned indefinitely.
The two donkeys "confront" each other.
According to public reports, the second donkey, formerly known as Jing Yuanlin, was born in rural Heilongjiang and worked as a security guard, waiter, and seller of grilled squid. Perhaps thanks to the funny genes that come with their bones, in 2015, when small videos became popular, the two donkeys also began to invest in them. From the initial shooting of funny jokes, to later dating with other anchors to earn enough eyeballs, and then to catching the express train of live broadcast and goods, traffic has always been pursued by Er Donkey, so he did not hesitate to use vulgarity, showing off wealth, making up scripts and other forms to win attention.
In 2020, with the collective outbreak of the live streaming e-commerce industry, Erdonkey's live streaming business has also "risen". In a live broadcast on May 10 of that year, they set a record of "30 minutes on sale, and the sales of 3 products exceeded 100 million yuan; Exceeded 200 million yuan after 100 minutes; In the end, the total sales of the whole 3 hours reached 310 million yuan".
In June this year, Erdonkey's cargo territory expanded again, and another anchor merged to establish Hanxuan Group. On June 30, the two carried out the first live broadcast with goods, the highest number of online people in the live broadcast room was close to 4 million, and the GMV successfully exceeded 100 million in 6 hours.
Erdonkey once posted a screenshot of the so-called deposit during the live broadcast, claiming to have 6.8 billion, and threatened to withdraw up to 200,000 a day, and it would take more than 100 years to complete it.
Media commentary
We must not distort values because of money, let alone trample on ordinary people
Upstream News commented that Li Jiaqi personally destroyed his basic plate. The rise of "grassroots" Li Jiaqi originally took the route of being close to the people. It is countless ordinary consumers who have held a dazzling Li Jiaqi. But he sneered at ordinary consumers and personally shattered his image of being close to the people. Li Jiaqi's "overturning" this time also taught a lesson to public figures - even if he succeeds now, he must not forget that he is also an ordinary person, let alone take the love of fans as a matter of course and condescendingly look at the public.
Shun.com-Jinan Times commented that Li Jiaqi's "resignation" was a kind of "elite arrogance". Li Jiaqi's words personally ripped off the skin of his always empathetic and "girl's best friend". A series of personality collapses brought about by this arrogant remark: Li Jiaqi, who was sent to "first brother" by ordinary people with real money, ended up mocking the poverty of ordinary people. For the fans who have been squatting in his live broadcast room for many years, it is a serious "betrayal" that is difficult to forgive lightly.
CCTV commented, Li Jiaqi, stop floating. Li Jiaqi, who once shouted "knock the price down", was temporarily unobstructed, which attracted angry denunciations from Internet public opinion. Everyone found that many Internet celebrities and anchors were humble before making money, and became very inflated after making money. Once "floating", forget the original intention of doing a good service, and are doomed to be abandoned and eliminated.
Upstream news comprehensive CCTV news, daily economic news, Red Star News, Qilu Evening News, Beiwan Online, Extreme News, Jinan Times, etc. Image source/network, screenshot of social platform