The Tax Storm Has Hit The Big Live Broadcasting Platforms, Which Should End The Era Of Traffic Tilt

In the early morning of December 31, on the last day of 2021, singer Lin Yilun sang a song that he published 20 years ago - "to be happy".

Weiya, who belongs to Qianxun, was fined 1.341 billion for tax evasion 11 days ago, and the studio was closed. However, other anchorps of Qianxun did not seem to be affected by this incident and are still broadcasting as usual.

Sydney is not so lucky. At the end of November, after Xueli and Lin Shanshan, the two major anchors of the company, were punished for tax evasion, chen fan had a big shock and began to carry out a large-scale clearance. Wechat groups, small programs, offline stores and so on have become the channels for clearance.

In late December, a thank-you letter signed for Chen Fan flowed out, which said "gathering is a fire, scattering is full of stars. Thanks for company, we look forward to meeting again in the future." For a time, the outside guess in succession, many people doubt that Chen fan is to disband.

Although Chen Fan refuted the rumors, the company did not dissolve, but some people familiar with the matter said that Shengheng culture, the live broadcasting agent operating company of chenfan, had recently dissolved, but did not affect chenfan.

Why is Qianxun and chenfan two company's head anchor also faced with a huge fine, but the situation is very different? After the head anchor's downfall, how can those brands that rely heavily on them deal with themselves?

Some people speculate that after the head anchor falls down, it is a good time for small and medium-sized anchors to pick up the leak, and the business resources will fall on them.

However, one anchor denied such a statement to t MT (ID: ylwanjia). On the one hand, many anchors are developing their own brands and have a stable supply chain. At present, businesses are also more inclined to develop self broadcast. This year, baiqueling, hongxingerke and other brands have pointed out a way out of the circle for self broadcast.

After the tax storm, does the company behind Weiya and Sydney still operate normally?

The relationship between the anchor and the company, as well as the different operation mode of the company, are the important reasons for the different results of the punishment.

Although Dong Haifeng, the chairman of the board of directors of Weiya, is her husband, from the perspective of company operation, Weiya is only a anchor signed by Qianxun.

According to Qianxun's official website, at present, the company has more than 50 anchors. In addition to Weiya, there are also star anchors such as Lin Yilun, Qi Wei and Shuchang, as well as accomplished anchors such as Xiaoqiao jofay, an'anan, and chufei churan twins. Most of these anchors bring goods for brands in the form of live broadcast, covering the whole category of beauty, life, clothing and so on.

Weiya as a super head anchor, after being blocked, of course, has brought heavy damage to Qianxun, but it seems to have little impact on the live broadcast business of other anchors.

Shuchang's live broadcasting with goods is still booming. In the past half a month, its sales volume has reached more than 20 million; After Weiya's accident, Lin Yilun also broadcast 8 live shows successively, of which two were watched by tens of millions of people.

Although Chen fan has signed more than 300 celebrities, including pan Baixue and Chen Jiannan, they are involved in many vertical fields, such as fashion, beauty, fitness, mother and child, parent-child, food, photography and so on. However, most of these celebrities grow grass and carry goods on social platforms. Only Sydney and Lin Shanshan are the only ones who do live delivery.

Different from Qianxun, Qianxun's anchor is to bring goods for other brands, while Sydney and Lin Shanshan mainly bring goods for their own family.

Lin Shanshan's Taobao live account has 10.149 million fans, and the number of fans in the shop is 9.82 million. As the third largest anchor of Taobao after Li Jiaqi and Weiya, Sydney has 33.19 million fans of live accounts and 28.27 million fans of shop fans. This year's double 11, Sydney ranked third in the sales list of Taobao anchor, with a total turnover of 2.5 billion yuan and a total of 373 million people watching the live broadcast room.

In November this year, after Sydney and Lin Shanshan were banned for tax evasion, not only all the accounts on all platforms were banned, but also the most important revenue channel, Taobao store, was shut down, which was no different to Chen fan.

The store suddenly closed down, and there was no place to release a large number of goods, so we had to clear the warehouse and have a sale.

According to previous media reports, a QR code was pasted on the gate of chenfan. The two-dimensional code contained a wechat app called "Lilly Wardrobe" and seven wechat groups named "wanghong preferred preferential collection store". The number of the two-dimensional code has reached the 32nd group. Most of the clothes for clearance, including woolen overcoats, fur, parka and some children's clothes, cost less than 300 yuan. Compared with the original price of the Sydney clothing brand Mrs. Qian's Taobao shop, which often costs thousands of yuan, clearance efforts are quite strong.

Some netizens found that in the live broadcast room of Taobao anchor Xiaoqiao jofay, they were selling Sydney and Lin Shanshan brands in stock.

Interestingly, jofay is the anchor of Qianxun. Chen Fan's dilemma can be seen.

Plusmall, dangerous

It can be said that the collapse of the head anchor is a devastating blow to private brands.

As a Taobao store for 10 years, Sydney has accumulated a strong supply chain management capability. Chenfan has integrated more than 1000 factories, which are classified by category or technology, such as suppliers responsible for suits and T-shirts, or factories specializing in knitting, weaving and denim fabrics. Through the production mode of "production according to sales" and the supply chain system of quick response, the operation mode of "fast fashion" is realized.

It is understood that chenfan's own brands include more than 30 brands, such as chinstudio (women's wear), plusmall + (large women's wear), firstgive (baby), toz Mama (children's wear), Sydney life (home life), Muma sunny (beauty) and so on.

Now, chenfan's self owned brands such as chinstudio and Sydney life have been closed one after another, although stores cooperating with celebrities such as plusmall and toz Mama are still in normal operation. However, after the fall of Sydney and Lin Shanshan, the important sales channels of these brands were also cut off, and the sales volume fell sharply.

According to the previous report, on December 11, the sales volume of "Chuli flagship store" was only 2367.82 yuan, compared with 270000 yuan on the previous double 11 day.

Plusmall is a large size women's wear brand jointly founded by Yang Tiantian and chenfan in 2020. It is mainly brought by Yang Tiantian. Chenfan provides a series of e-commerce capabilities including supply chain, storage, operation, etc.

Lu Yulei, vice president of chenfan Hongren business department, once said that Chen Fan's fast response supply chain plays a key role behind Yang Tiantian's choice to cooperate with chenfan to create a large women's clothing brand plusmall. 75 days after its launch, the sales volume of plusmall exceeded 16.8 million yuan; Ten months after it was launched, the sales volume exceeded 100 million.

Although there is a strong supply chain, but there is no store as a carrier, no anchor to bring goods, how to digest these resources in the future of Chen fan, and how do these shops deal with themselves?

While plusmall is driven by Yang Tiantian's flow, it is not known whether it can supply stable supply after the collapse of chenfan.

In addition, there are also brands that are highly dependent on the head anchor, such as women's clothing brand itib.

Itib is a joint designer brand. This year's double 11, which has only been established for one and a half years, has broken UNIQLO's standing for six consecutive years and won the first place in tmall's double 11 clothing brand list.

Its founder and CEO Xu Kaite has many years of experience in brand e-commerce and has accumulated strong supply chain resources. The cooperation mode between itib and weia is that itib makes clothes and weia is responsible for selling them. According to the data, this year's double 101 itib has led to a total turnover of more than one billion yuan.

Without VIIa's itib, can you still be the top of the list in the next shopping festival?

A person familiar with itib told t MT that itib is still in normal operation at present, but it must change its operation idea.

After the big anchor falls down, can the small anchor eat enough?

Some people speculate that when the head anchor falls down, it may be good for the middle and low back anchor. The business resources monopolized by the head anchor in the past will fall on these anchors.

A waist anchor denied such a statement to t MT of chopped peppers, "there is no big change in our side, because a lot of cooperation has been scheduled in advance. And now the live delivery has become weak, and consumers are beginning to think whether they really need so many things.

At present, many small and medium-sized anchors are making their own brands, and they have a stable supply chain, and live broadcasting rooms mainly sell their own products.

In terms of the number of viewers in the live room, most of the anchors' live room did not fluctuate too much. Taobao anchor "lieer baby" is mainly selling clothes, which coincides with Sydney to a certain extent. One month after Sydney was banned, it launched eight live shows for women's wear, with viewers ranging from 4 million to 8 million, not much different from the previous live broadcast of women's wear.

It is worth noting that most of the women's wear sold by lierboy in the live broadcasting room is lrks, a high definition women's wear brand launched by her in 2021.

For businesses, entering the live broadcasting room of the anchor is not only a propaganda channel, but also a sales promotion channel.

In the past two years, businesses have begun to change their attitude towards super head anchors. From the previous L'Oreal incident, it can be seen that businesses love and hate the super head anchor. On the one hand, they hope that the anchorperson can bring goods to the brand; on the other hand, the growing voice of the anchor also compresses their space. However, the popularity of the anchor in the middle waist is not high, so it can play a limited role in publicity and sales.

According to media statistics, at 10:30 p.m. on December 21, the number of people watching Li Jiaqi's live room was 9.7 times that of lie'er baby. Chen Jie Kiki and lie'er baby have also entered the top 5 of Taobao anchor, and the number of Li Jiaqi's live studio that night was 16.7 times her.

Weiya and Sydney tax storm, so that more brands for the establishment of their own live delivery system has a stronger sense of urgency. At present, many businesses are starting to do brand self broadcast. This year, baicaoji, hongxingerke, bee flower hair conditioner and other brands have emerged, which makes many brands see new possibilities.

Therefore, for the middle and low back anchors, even if viya, Sydney and other big head anchors overturn, the brand will not bet on them. "Only when it comes to the shopping festival or promotion, businesses may find the anchor to rush sales.".

What's more, the resources that the middle waist anchor can contact are limited, which can not be solved by their own efforts. If you want to become a vertical head or achieve the effect of circle, you still need to rely on the platform strength.

Although Taobao has launched a series of supporting policies to promote middle and low-end anchors this year, such as giving cash rewards, obtaining tool applications, data analysis and flow support, their growth still needs time to settle.

Whether it's Taobao live broadcast, Shuo yin or Kuai Shou, they all bid farewell to the era of "super head". The long tail and diversified anchor ecology is the most favorable for the platform.