"The Storm Of Tax Investigation Sweeps The Internet Celebrity Anchor" Left Little Time For Active Report

More than ten days ago, the anchors who were still shouting "buy it, buy it..." were shivering.

With Sydney and Lin Shanshan being chased for tax evasion and imposed huge fines, a tax investigation storm against online celebrities has become irresistible. There is not much time left for them to take the initiative to report and correct problems.

Just in the past double 11, the head of the network red anchor repeatedly overturned. L'Oreal broke the myth of the lowest price of Li Jiaqi and Weiya; Simba once again complained about the unfairness of fast hands to himself.

In the face of brands and platforms, they are not omnipotent.

Tax investigation storm sweeping

The storm of tax investigation in the field of live broadcast with goods has gradually reached a climax.

The past double 11 is not only the moment of ordinary shoppers' hand cutting, but also the carnival of the online Red hosts. Through the small mobile phone screen, they promote the super low price products to the fans waiting at the other end by various means. With the sound of the link, OMG! Buy it, buy it, buy it... The money of fans has become a package of express delivery, and also become the delivery data and income of online celebrities.

On the first day of pre-sale alone, Li Jiaqi and Weiya's live broadcasting rooms won 10.653 billion yuan and 8.252 billion yuan respectively, and Sydney ranked third as Taobao anchor with 930 million yuan. The sales volume of Li Jiaqi and Weiya in one day has exceeded the annual revenue of most A-share listed companies.

Even at the lowest 20% commission rate, how much money a head anchor can make is obvious at a glance. It's no wonder that many young men and women have put themselves into the arms of the platform and MCN institutions, hoping to become the stars of tomorrow.

Because of their large income and complicated sources, they try their best to avoid and evade taxes so as to keep more income in their own pocket.

Chongming Island, Shanghai, is a famous "tax depression", where Li Jiaqi and Weiya (Huang Wei) have many individual proprietorship enterprises.

The main income sources of online celebrities are personal salary and labor remuneration, and the highest tax rate of 45% (over 960000 yuan) is applicable. Most of the high-income Internet celebrities have turned personal income into corporate income, and the tax rate has been greatly reduced.

More than a month ago, the tax bureau of Jinshui District, Zhengzhou City, collected more than 6 million taxes from a head online celebrity, and instantly rushed into hot search. A group of math enthusiasts deduce that the net star anchor's income is between 15 million and 33 million.

This round of online celebrity anchor's tax storm has already had symptoms before. On September 18, the State Administration of Taxation issued a notice calling for strengthening the tax administration of employees in the field of entertainment. It has been made clear that before the end of this year, a lighter punishment can be given if they can take the initiative to report and correct problems.

Soon, the State Administration of Taxation announced that two Internet celebrities were suspected of evading taxes by hiding their personal income and changing the nature of their income. The amount of money was relatively large, and they were jointly handled by Shanghai, Zhejiang and Guangxi.

Yesterday, Hangzhou Taxation Bureau disclosed that Zhu Chenhui (Sydney) and Lin Shanshan, two Internet Celebrities, evaded personal income tax, imposed tax recovery and imposed a double fine on them, which were 65.5531 million yuan and 27.6725 million yuan respectively.

The regulatory authorities launched a heavy blow and imposed strict penalties. It can be predicted that in the remaining more than a month, or ushered in a wave of online celebrity anchor pay tax tide.

The myth of the lowest price is broken

Double 11, the national shopping Carnival day created by Ali, has gone through 12 years. From the original simple and crude discount, to the present pre-sale, cross store full reduction, the expansion of shopping money... Testing the user's brain power. The unlimited extension of the platform front also challenges the user's patience.

With tens of millions of fans, toutouwanghong has more exposure and traffic support. The head MCN mechanism is closely related to the platform.

Weiya is Qianxun and Li Jiaqi is beautiful. Both companies have accepted the indirect investment from Ali and have become a community of interests.

At present, beauty still mainly relies on Li Jiaqi to fight in a live broadcast room, while Qianxun takes the MCN path of online celebrity incubation. In addition to Weiya, there are dozens of star artists such as Lin Yilun, Li Jing, Li Xiang, Li AI, as well as wanghong anchor.

Become the head of Taobao platform network red, Li Jiaqi, Weiya have more resources, these also become their bargaining power with the brand.

Why love online shopping girls, love to watch their live room every night, listening to their advertising. Is it because they get seats for the explanation? Is it because of their wonderful performance? None of them! Follow is because "the lowest price of the whole network", and there are a large number of small samples, free gifts. If you are lucky, you may be lucky enough to get a luxury bag.

However, the myth of the lowest price of Li Jiaqi and Weiya was broken by L'Oreal in Paris on this double 11, which caused a large number of complaints. They even did not hesitate to break with the brand and give a 24-hour processing period.

You know, Li Jiaqi was just an ordinary teller of L'Oreal in Paris before becoming the "lipstick brother". It is the early company to give him the opportunity and support, he embarked on the road of network popularity.

L'Oreal finally made a compromise and came up with a proposal to send coupons. At present, this scheme has not been satisfied by all consumers. Whether the cooperation between Li Jiaqi and Weiya can be sustained or not needs a question mark.

The L'Oreal incident makes the relationship between the top brand and the head anchor more subtle. It will be a long-term and complex proposition for a brand to find a balance between its own price system and the exposure and sales volume of live broadcasting.

Love and kill each other

When Li Jiaqi and Weiya celebrate the victory of double 11, Simba, the "fast hand" brother, is slightly out of style.

Simba, who has always been high-profile and loves to play tricks, originally planned to do a live broadcast lasting up to 36 hours before double 11. To this end, all members of the Simba family warmed up for the live broadcast a few days in advance and reserved their physical strength. At the same time, a large number of first-line brands were introduced in the live broadcasting room, and attractive incentives were offered. I hope to refresh my record of last year.

At 12:00 on October 31, Simba sat in the studio on time. However, the popularity of the studio did not reach the height he imagined.

The first product, cotton code, is a brand founded by Simba and produced by its own factory. More than 900000 orders have been sold, with a turnover of nearly 180 million, far from the target of 500 million yuan.

Then, the live broadcast room took out Wang fried products, directly supplied by the brand side of "weather pill.". In the process of payment, the pre-sale mode of paying the deposit first and then paying the balance, and the complex transaction process directly aroused Simba's temper. He's on the air soon.

This live broadcast, although the final harvest of 800 million sales, ranked first in the fast track, but far from reaching the expected 3 billion.

Besides the delivery data, Simba's attack on the platform in the live broadcasting room and apology to the brand and fans once again provoked the contradiction between Simba and express.

In the past, the Simba account of 90 million fans has been temporarily banned by the platform for many times, but he still can't help shouting in the live room.

He's dead to death! He said that he spent billions of accumulated traffic, and once the platform changed the rules, it would turn his own traffic into public domain traffic, which he could not accept.

In his eyes, the platform is the boss, the father, the owner... Love and kill each other.