After Tax Evasion And Fine, The Anchor Is Still In Chaos With The Support Of The Organization

She has a huge and Secret Empire.

Even after 70 days out of public view, there is no one over the iron throne, but the mass base of this "empire" is still solid.

Many people saw the birth of the "vest" bee surprise club, which attracted millions of live viewers, but few people knew how they did it.

"The queen of 90 million fans, the first sister with the goods in live broadcast, the Pearl on Taobao, the ruler of women, the liberator of purse, Princess Dora..."

Of course, these steel titles are not in vain. One woman fan of viya said.

Viva's magic is fascinating. Like her favorite fans. Even today, it has not been dissolved.

The private domain became the only place where "viya's women" could find each other. However, only a few days ago, we suddenly realized that this private field is not only a little "thinking", but also a good play to come.

"Honey bee surprise club for young people's entrepreneurship is attracting investment! I hope to get your support!" In the same two months, some executives were forced to explain to the outside world how to deal with the "catastrophe", and they began to publicize the new live account "bee surprise club".

Viva's women have found a new home. Some people even began to speculate when VIIa should return.

March? April?

No answer, like waiting for Godot.

The Iron Throne is still empty, but the Dragon seems to be stirring its wings.

　　 01 More than 9000 private communities? To see clearly the images of "viya women"

The change happened on December 20 last year. Once the news of Weiya's administrative punishment was announced, the discussion among Weiya's fans was faster than that of we media.

Some fans are still imagining that "maybe someone is jealous of Viva's rumor" and "just pay your taxes".

In the evening, fans began to swipe the screen to "pray for Viva", as if Viva's live broadcast was like a spiritual pillar, "it would be boring without Viva's live broadcast.". There are fans to cheer for Viva: "come out live, we are waiting for you!" At that time, the official customer service only responded with "thank you for your support and attention, love you".

(screenshot of fans discussion in weiyachong fans group on the night of December 20)

As a result, Weiya was banned from the whole network within one day, and her account number could not be found on Weibo, Taobao, shuoyin, xiaohongshu and other platforms. But weia's fan community has not been disbanded. During this period, the customer service invited fans into the group from time to time. There are also sporadic fans asking, "when is the live broadcast?" "Will it still be live?"

In the past two months, confusion, uneasiness, anger and fantasy have been staged alternately in weia's private community.

Some fans are still looking forward to Viva's return until February this year.

"I don't know why. I always believe in Weiya. From the beginning of clothes to snacks, she always chooses weia. Now it's hard to choose another anchor." An intern at school shared what she thought after learning that Viva had been punished.

"The group hasn't been disbanded, which gives us hope. I've been used to the fast pace of Viva's live broadcast. Fortunately, the help broadcast group has started live broadcasting now, otherwise I don't know how to buy clothes." A fan of Weiya, who is engaged in the service industry in the group, told Yibang power that she is still waiting for Viva to come back live.

"If Wei Ya can't broadcast it, I'll go to see Li Jiaqi. Before that, I watched both of them live." When Weiya can no longer meet the needs of consumers, some consumers "abandon" very simply.

Maybe it was an oversight. Even if it was interrupted for 70 days, the administrator account of weia's private community still had the pictures she saw in the live room at 7:30 every night.

However, it is obvious that these diligent private domain account operators insist on sending live announcements and product links to the circle of friends every day, which is still on December 19 last year.

According to Yibang power, Weiya's private community members are between 100 and 200. The customer service in the community is divided into robots and assistants. The head portrait of the assistant is a picture of Viva's life. Regularly release live announcement, live product collection, live list, wish list and winning list in the group.

These private accounts also operate the official video number of "Weiya surprise club". The latest update was on November 27, 2021, with 879 likes.

Before the Viva studio was taken off the shelves, there was always communication and interaction within the group. Some people asked when the products they cared about would be put on the shelves, and some people asked where the notice was. The assistant would go online from 13:00 to 22:00 every day, and occasionally answered some users' questions.

How many private communities did she accumulate before she was fined? Yibang power to a number of brands with Weiya had cooperation to ask, no one can accurately say.

"I only know that her community matrix is very good. Because the products are still sold in Taobao live broadcasting room, we can't get the specific data of how many sales will be generated in the private domain." A founder of massage instrument brand told Yibang power.

Another business disclosed that according to the names of several weia fan communities, "Dora weia pet powder group 2465-skx-03", "dolavia favorite powder group 2892-fcc-22" and "dolavia favorite powder group 9663-shj-10", these codes are usually indicative.

For example, the four digit number is the community number, the middle is the abbreviation of the group leader, and the following number represents the number of communities the group leader is responsible for.

Take the "duolaweiya favorite powder group 9663-shj-10" community as an example, according to the above business inference, weia has at least 9663 communities. Assuming that the number of members of each group is 150, then it is conservatively estimated that Viva has more than 1.45 million private domain users.

If each assistant runs 30 communities, that is, there is a private domain operation team of more than 300 people behind Weiya.

(homepage of Weiya studio after being banned)

However, compared with the 91.085 million fans of Weiya Taobao live room, the conversion rate from public domain to private domain is about 1.6% based on the number of 1.45 million private domain users.

Viva no longer appears in the live broadcast industry and public view, but the community is still there. A similar situation will happen to lucky coffee in 2020.

In April 2020, lucky coffee was exploded and the data was falsified; After the suspension and delisting, it changed the previous operation mode and began to operate private traffic through the community.

According to media disclosure, lucky community contributes more than 35000 cups per day, and promotes more than 100000 cups through intra group information reminders. After users join the group, monthly consumption frequency increases by 30%, weekly repurchase number increases by 28%, and Mau increases by 10%.

By 2020, Ruixing coffee's private domain users have reached 1.8 million, of which 1.1 million users have joined more than 9100 user welfare groups organized around stores, and the number of users joining the group is increasing at a rate of about 600000 per month.

According to the interview of the CMO and the marketing team of lucky coffee, through the combination of "time / period + lbs + community + private domain", lucky coffee has achieved a single month of over 600000 new group users under the influence of the epidemic situation. Meanwhile, the monthly consumption frequency and weekly number of repeat purchase of users in the community are double-digit.

Yang Fei, CMO of Ruixing coffee, has publicly said that the brand should have the thinking of flow pool, that is, to obtain more traffic through saving, operating and exploring, "the core traffic of lucky coffee comes from social contact".

At present, the assistant in lucky coffee's community is set as the "chief welfare officer", and the assistant will actively reach out to each other once a week. The welfare activities in the community are divided into four periods: special price for breakfast, 12:00 second sale, recommendation of tea items in the afternoon and recommendation of retail goods in the evening. In addition, there will be live broadcast of small programs in the community every week; Lucky coffee will also push 1000 people and 1000 coupons according to the user label.

Although Weiya was banned by the whole network, there was no more operation within the fan group. However, these communities are the solid foundation of weia's team's turnaround.

　　 02 The price is lower, and the brand is ready to move

Signs of recovery occurred on February 12.

"Look, it's Caizi and them!" Fans in several communities have shared the live link of "bee surprise club", and the fans immediately recognized the assistant broadcasting team in the previous Viva studio.

"The selection seems to be the same as before", "the background of the studio and the script are the same". Fans who are more familiar with vivia's live broadcast begin to look for levia's shadow in the live room of "bee surprise club" from different aspects.

(customer service) also invite people, is this group still useful? Will it really come back? " "This group did not disband, it proves that there is still a chance to come back. It is estimated that a reasonable reason is needed.". For a moment, the community's discussion on whether Viva will come back or not started again. ?

And it's not just Weiya who helps broadcast "turning the tide". Yibang power found that just a few days ago, Sydney's former assistant broadcaster Guangguang also led four new anchors back to the studio as anchor.

"The supply chain behind bee surprise and Guangguang are both reused by via and Sydney respectively." Some people in the live broadcasting industry told Yibang power.

Just, can the new anchors in the battle continue the momentum of super anchors and stir up the "live broadcast" again?

"This is the studio where we start a business together." This is how the anchor Facai defined the live room of bee surprise club when it premiered on February 12. However, from the perspective of anchor composition and commodity category, bee surprise club has continued the whole category type of Weiya live studio.

In the anchor group, 5 anchors were the assistant broadcasters of the former Viva studio, involving cosmetics, clothing, daily necessities and other fields; In terms of commodities, according to the official application form, the categories are beauty, life, food and fashion. Businesses need to provide basic information such as daily activity price, historical lowest price, on hand price of live broadcast room, preferential way, spot stock, selling point and so on.

(application form for products in live room of bee surprise Club)

Some people in the industry jokingly said that the only difference between the new live broadcasting room and weia era may be in the aspect of investment promotion. "It was not such a clear and clear system before. Many times, there was no way to settle in. This is progress."

From the data of just 10 days, it can be seen that these young people "with golden spoon" have a smooth start-up.

Just three days after it started broadcasting, bee surprise Club ranked top 3 of taonei's anchor; On the fifth day of broadcasting, the number of viewers in the studio exceeded 10 million; It has been broadcast for 9 days, and two special live broadcasts have been held successively. In fact, on the first day before the launch of bee surprise, the number of tweets that predicted the content of live broadcast products exceeded 75000.

According to Yibang dynamics, as of 13:00 on February 24, the number of fans of bee surprise club has reached 1.582 million.

On the fourth day of the bee surprise club's broadcast, Sydney's previous auxiliary broadcasting light also returned through the new "light comes" live room. In addition to Guangguang, one of the other four anchors had live broadcasting experience in the field of clothing and beauty, another had 8 years of furniture sales experience, and two new anchors.

It is reported that the brief introduction of "light comes" is "seriously selling women's clothes". However, judging from the four live broadcasts that have been carried out, the commodity categories involve cosmetics, skin care, food, fashion, daily necessities, etc., which shows that the early positioning of the live broadcasting room is still under exploration.

The anchor of the new studio has accumulated a certain audience and fan groups and accumulated recognition and popularity by virtue of his exposure in the live broadcasting rooms of Weiya and Sydney. In the official micro blog of bee surprise, the top 20 popular comments are positive and welcome. There are also microblog users who have applied for a new microblog super phone for the "guangguanglai" live room.

But it was clear that Viva's magic power of killing all directions was gone.

A personal annual show, broadcast volume can exceed 100 million; A double 11 pre-sale sold 8.2 billion, equivalent to 20 Estee Lauder.

In contrast, the bee surprise club is young and vigorous, but its brilliance is much dimmer.

The actress who used to tear up L'Oreal in Paris with Li Jiaqi can no longer bargain with the brand.

"Who's going to compete with the big international brands? Who's going to lower their prices?" A girl in the private Empire complains.

"Without (take goods) the lowest price of the whole network, the profit has been saved." The brand side is relieved.

　　 03 How much residual temperature can be left?

Just a few days ago, another anchor was punished.

During the period of 2019-2020, network anchor Ping Rong (online name: lvsao Pingrong) has evaded personal income tax of 19.2655 million yuan from the income of concealed live broadcast with goods. If he fails to declare other production and operation income according to law, he fails to pay relevant taxes by 14.5072 million yuan. He will be pursued and fined a total of 62.003 million yuan.

Soon, the "donkey sister-in-law Pingrong" account with more than 20 million fans disappeared from the platform. Ping Rong apologized through microblog, saying that he fully accepted the relevant decision made by the tax authorities and would raise funds to pay taxes, late fees and fines on time.

However, people in the e-commerce industry all know that this is not the first time that a major anchor has been fined for tax issues, and even there is a big difference between the fine and the previous events.

Those who have disappeared, it seems that they have found a "backhand.".

Judging from the preliminary data and attention, the two "rookie studios" are undoubtedly black horses, but the industry is not surprised by such achievements, because the "resource and platform relationship" accumulated by the head organization is not comparable to other small anchors.

"Very good, these accounts are borrowing the old anchor's residual temperature." In the communication between Yibang power and several MCN heads, we are all glad that the two organizations have found a solution. However, how long the value of the "residual temperature" can be brought into play has a different voice.

"Can't see the instant outbreak, after all, these new live broadcasting rooms, no IP support." The operators of e-commerce live broadcasting generally believe that it is impossible to replace the previous super head in the live broadcasting room no matter how much they help them. On the one hand, the formation of the super head effect requires many aspects, and it is difficult for new anchors to copy. On the other hand, the platform will avoid the recurrence of previous risks.

However, for those who are struggling to find new traffic, any new live broadcasting room with a topic is a new opportunity.

"No wonder many consumer goods businesses are looking for them to cooperate. They are pure domestic helpers." A person in charge of a generation of operating agencies said, "institutions need to make money. Pure Commission is a way for organizations that can really make a lot of money. With the endorsement of weia's team, businesses have long been uneasy."

"Yes, but not too much." A person in charge of a food brand said that the "Star Live Room" of pure maid was enough to attract brands, but at most it would be used as an efficient place to carry goods.

For organizations, the collective "coming out" of the broadcasters is a way of self salvation.

"In fact, it's not surprising that without the head anchor, the organization can only play a new number, but it can only make up for the loss before." The founder of a live broadcasting organization disclosed that this method of helping to open a new live broadcasting room is not a method of planning in advance, "Guangguang has left before, but was called back temporarily later."

Some people in charge of the organization think that the organizations behind the "bee surprise club" and "light comes" are actually playing in the live room where they learn to make friends.

Tong Wei, co-founder of make a friend, introduced at the new traffic summit of the 2021 billion state future retail conference. Making a friend has four business segments: make a friend live room, SaaS, brand agent operation and integrated marketing services. Making a friend has been desalinating the three words "Luo Yonghao", and it is changing from IP to matrix. It is also moving towards standardization, scale and capitalization.

According to the person in charge of the above-mentioned organization, Sydney has turned behind the scenes to take charge of the company's overall operation, and the organization is also seeking transformation to do live supply chain, integrated marketing, etc This is also consistent with Tong Wei's idea to some extent.

Tong Wei told Yibang power that SaaS is the most valuable sector in the industry in the medium and long term. Live broadcasting needs the matching of products and people, but there are difficulties in smooth connection between goods and live broadcasting rooms, with anchors, and with consumers, which breeds great opportunities.

At the beginning of 2022, the live e-commerce did not see the comeback of Chaotou, but waited for the rebirth of the auxiliary broadcasters. It is not known whether the new anchors can cause a new battle in the live broadcasting industry, but the transformation may become the key word of the live broadcasting institutions in 2022.