By 202 1, live e-commerce continued to make rapid progress, and the scale of user transactions continued to expand, but
Savage growth finally stopped. With the exposure of chaos in the industry, the platform competition is intensified, the head anchor is king, and the supervision is increasingly strict. This industry has also ushered in a key node.
The head anchor effect was broken, which ushered in a storm of tax investigation.
Near the end of the year, there were many live e-commerce events, and the head anchor was exposed to tax evasion. The huge fine made the public focus on the tax storm in the live broadcast industry.
Victoria, Sydney and Lin Shanshan were severely punished for tax evasion, which became a landmark event of tax supervision in the live broadcast industry.
165438+1On October 22nd, Hangzhou Municipal Taxation Bureau informed Sydney Lin Shanshan that he was suspected of tax evasion, and recovered and fined RMB 6,555,438+0,000 and RMB 27,672,500 respectively. Less than a month later, the two were banned by the whole network, and the tax self-examination and self-correction of the live broadcast industry began.
10 On February 20th, Viya was fined1300 million yuan for tax evasion, which once again triggered the concern of the whole network about anchor tax evasion. As the head anchor who has occupied the top spot in live broadcast for a long time, it is not an exaggeration to say that he is an industry representative. Viya was punished for tax evasion, which was enough to bring an industry earthquake.
Viya was finally banned by the whole network, and finally alerted the whole industry to pay attention to tax self-examination and self-correction, and suddenly thousands of anchors took the initiative to pay taxes. This huge tax investigation storm has not yet come to an end, but
The fall of the head anchor not only corrected the unhealthy trend of taxation in the live broadcast industry to a great extent, but also broke the head effect.
As a hot profiteering industry, live e-commerce has risen too fast and industry norms have not yet been introduced, so that there is a "gray zone" for high-income groups. As the biggest beneficiary in the industry, the head anchor concentrates most of the traffic of the platform and makes a lot of money from the products. This is the signboard of the platform and an opportunity for brand promotion.
On the other hand, the monopoly of the head anchor and the continuous expansion of the right to speak have also brought troubles to the platform and brand. The living space of small and medium-sized anchors is compressed, which is not conducive to diversification, while brands are in a weak position in front of big anchors, which is not conducive to their own ecological development.
Viya, Sydney, Lin Shanshan, these head anchors were blocked, which undoubtedly sounded the alarm for other head anchors, but also dispersed the head effect of big anchors, ushered in a wave of reshuffle, and other anchors, brands and businesses had more opportunities.
Brand self-broadcasting will become the new mainstream.
Several big-headed anchors fell,
After the head effect is broken, small and medium-sized anchors also get some traffic, which is also a good opportunity for brand development and brand self-broadcasting.
Previously, the brand mainly cooperated with the anchor to bring goods, and increased sales and sound volume with the help of the anchor's traffic and influence. The effect of broadcasting is immediate, but in the long run, it will also suffer from anchor dependence; On the other hand, in order to cooperate with the big anchor, the brand must compromise on the bargaining power, which will adversely affect the brand's price system and income.
165438+ 10 17, L 'Oré al launched a hot search on false propaganda, and then Li Jiaqi and Viya announced the suspension of cooperation. The lowest price of the whole network claimed by the live broadcast rooms of the two anchors was discounted by the higher discount of L 'Oreal's own flagship store, which not only caused consumer dissatisfaction, but also directly confronted the two anchors.
The anchors are very quick, and the public relations of L 'Oré al are also relatively strong. At the same time, the "tearing" between big anchors and big brands has also made many consumers realize that which big anchors can fight against a big group? Why can't the lowest price of a product be kept by the brand itself?
Strong discourse power, high pit fee and low repurchase rate. It is an important reason why brands gradually give up broadcasting instead of broadcasting.
Meanwhile, in recent years,
Private transportation
Concept popularization and brand self-broadcasting are the ways to obtain independent operation of private domain traffic, which are very important for brands and platforms.
It can not only reduce the cost of live broadcast operation and customer acquisition, control bargaining power, maintain brand tonality, but also stabilize traffic and precipitate customer base.
. To this end, live e-commerce companies such as Tik Tok, Taobao and Aauto Quicker have launched policies to support brand self-broadcasting. For example, Taobao Shuang 12 launched a nationwide self-broadcast version, encouraging platform merchants to broadcast their own brands, and participating by default if they do not register to meet the requirements.
Since the beginning of this year, the achievements of brand self-broadcasting have been quite eye-catching. During the double 1 1 period, more than 654.38+million brands started self-broadcasting on Taobao live broadcast platform, the live broadcast turnover of 43 brands exceeded 1 billion yuan, and the turnover of 5 10 merchants exceeded10 million yuan. But this is really just the beginning.
After the tax storm, the breaking of the head effect made the live broadcast really return to its proper meaning:
Live broadcast is not a means to meet the needs of head anchors, but a new sales method for merchants to improve the efficiency of supply chain, quickly connect consumers, and reduce costs and increase efficiency.
The anchor turned positive and industry norms were introduced.
165438+1On October 25th, Ministry of Human Resources and Social Security, the Central Network Information Office and the State Administration of Radio and Television jointly released * * *.
National vocational skill standards for network marketers
Internet marketers include anchors with goods. This standard also classifies Internet marketers, and clearly defines the scope of activities, work content, skill requirements and knowledge level of this profession.
In July 2020, the relevant departments released nine new occupations to the society, among which
"Internet marketers" will include network anchors and product selectors in formal work.
The new types of jobs and professional skill standards issued by Ministry of Human Resources and Social Security and other departments for the live broadcast industry are recognition and support for the live broadcast industry, and they also give clear industry norms in a very timely manner, and put forward basic professional ethics requirements and professional standards of "strictly controlling quality" for the anchor with goods.
There are clear professional skill standards as a reference and selection method, which also avoids the differences in the delivery ability and professional quality of anchors, and screens out more high-quality professional anchors, providing a direction for groups who want to engage in Internet marketing.
In general,
The normalization of anchor and the introduction of industry norms are conducive to strengthening the normative guidance and moral restraint of anchor, which means that the live broadcast industry has entered a stage of standardized development.
Highly dependent on larger online celebrities, MCN institutions are undergoing transformation.
The vigorous development of the live broadcast industry has made a number of anchors popular, and it has also spawned MCN institutions that specialize in incubating online celebrities. However, with the development of the live broadcast industry and the growth of network celebrities, MCN is also facing more challenges.
On the one hand,
MCN institutions are too dependent on online celebrities and are easily influenced.
. Ruhan was finally forced to withdraw from the market because of the fermentation of the incident, and the dispute between Li and his company was also reflected.
The cultivation of online celebrity in the live broadcast industry is unrepeatable.
. In addition, after absorbing the live broadcast bonus, online celebrities seek the change of identity interests, and it is also easy to have conflicts of interest with MCN institutions.
On the other hand, a large number of unprofessional small and medium-sized MCN organizations adopt the strategy of "casting a net widely" and promise to sign amateurs who support traffic, operation and packaging.
The signing chaos in this process has caused many anchors to suffer.
How to protect the rights and interests of anchors, correctly cultivate network celebrities and find effective incubation strategies is a big test for MCN institutions. 202 1 year,
MCN colleges and universities are also exploring more diversified development paths.
From single-minded training to personnel training, from front desk service to supply chain undertaking, and so on, we must try.
From 2020 to 20021year, the development of the live broadcast industry is like a storm, and the pattern is changing rapidly. After the barbaric growth, no one expected that a head anchor like Sydney Victoria would die so unprepared.
Under the strict investigation and regulation of the regulatory authorities, the fall of the first live broadcast sister did not affect the development of the industry, but punctured the bubble in the live broadcast room and eliminated the bad atmosphere, which is a sign that the industry has entered the formal diversification stage.
The competition between the live broadcast platform and the anchor is becoming more and more fierce. After the industry is on the right track, how anchors, businesses, platforms and MCN institutions gain advantages and find traffic in the new stage will become a new topic in the future.
Author: Feng Qing