The Punishment For Tax Evasion Anchors Has Released A Clear Signal Of "Strike Hard And Investigate Hard"

　　 1、 Response to the dispute of Viva's comeback

Because after a ticket of 1.341 billion yuan was blocked by the whole network, Wei Ya, who should have disappeared since then, seems to have never left everyone's view.

On the social platform, a large number of netizens are still passionately discussing and prying: can Weiya come back? When will viya resume live?

Even if she fell, the storm and argument around her never stopped.

Yesterday, 36 krypton reported that weia was actively seeking her comeback, or that it would be broadcast on Taobao at the latest in March, according to a number of independent sources.

In addition, a person familiar with the matter also mentioned: "after her comeback, Weiya's shop will resume online on Taobao. In the future, she will still work in the form of live broadcast, and her account name and fans will not change."

One stone aroused thousands of waves, just as countless netizens in the public opinion field quarreled about this extremely explosive news, many parties also made the latest response to this.

Taobao live broadcast officials claimed that its rebroadcast is unlikely, clearly said: "did not receive Weiya side to rebroadcast plan." At the same time, a Zhejiang tax authority insider said: "the fourth wave of punishment for anchors and institutions is not over, and there is no sign of loosening the punishment for tax evasion anchors."

Frankly speaking, the wave of tax inspection and tax payment from e-commerce related fields last year has released a clear signal of "strike hard and investigate hard". A ticket issued in the history of live broadcast shows that the head anchor Weiya has evaded taxes for a long time.

In such a strict control period, as a typical wind vane for the anchor to crack down on the goods, there are tens of thousands of eyes staring at her every move. It is not easy for her to embark on the road of returning to the live broadcasting room?

Just like hearing the rumor about Weiya's comeback recently, an insider in the industry said bluntly: "if Weiya can make a comeback, will Sydney and Lin Shanshan also come back?"

In fact, since viaa was fined for tax evasion, speculation and discussion about her desire to return to the studio have never stopped. Why?

Maybe an important reason is that Weiya fell down and Qianxun was still there.

Data show that Qianxun holding was established in 2019, and its legal representative is Wei Ya's husband Dong Haifeng. The company's business involves MCN, supply chain, entertainment and many other sections. Besides Weiya, Qianxun holdings also includes more than 40 popular anchors such as Lin Yilun and Li Jing.

According to Qianxun staff, after the broadcast was suspended in December last year, Weiya's live broadcasting team did not announce the dissolution or layoff. She resumed work after a week's holiday, and then temporarily served other anchors.

On February 12 this year, a black horse was killed in the live broadcasting room with goods. In Diantao (Taobao live APP), an account with goods named "bee surprise club" is quietly online and starts live broadcasting.

In just one live broadcast, millions of people have watched it. In just a few days, the number of fans of the account has soared to more than 200000

Behind such a brilliant achievement, some netizens familiar with Weiya have picked out the secret behind this "strength black horse". The members of the account operation team are all the assistants who appeared in the live broadcast room of Weiya before.

As the saying goes, before the army moves, the grain and grass go first.

It is inevitable that the behavior of its assistant broadcasting team appearing quietly in the live broadcasting room with goods will not be doubted. Will this be a test signal released by Weiya to take advantage of the situation to come back?

Perhaps after this multi-party response, people's speculation and prying on this issue will not stop.

However, no matter what the final answer to the question is, what we can be sure of is that the "changeable viya" who was once trusted by everyone and has been added to her body has gone forever.

　　 2、 It's a foregone conclusion that the dividend will fade

From shutting down all the offline stores, determined to be a "taoniang" to finally embarking on the road of becoming famous as a head anchor after suffering a lot of hardships. He created record live data again and again, and honored titles representing recognition

Rapid rise, rapid fall. Standing in the fierce competition and cruel Internet, the "Weiya people" selected by the era tuyere were once the very lucky one.

But there is a good saying in the book "the brokenhead Queen": she was too young at that time, and did not know that all the gifts given by fate had already been marked in secret price

In September last year, a news from the tax department of Hangzhou City, Zhejiang Province, triggered a heated discussion: two news anchors with goods were suspected of evading taxes by hiding personal income and changing the nature of income.

From then on, until the end of November last year, the news that network anchors Zhu Chenhui (Sydney) and Lin Shanshan were fined 65.5531 million yuan and 27.6725 million yuan respectively for tax evasion were exposed, and were swiped in the live circle for several days in a row.

But the alarm didn't sound loud enough.

On December 20 last year, another news shocked the whole live broadcasting community: during the period from 2019 to 2020, network anchor Huang Wei (Weiya) evaded 643 million yuan of tax by hiding her personal income, fabricating the nature of her business, and making false declaration of income nature, while other taxes were underpaid by 60 million yuan A total of 1.341 billion yuan of overdue fine was imposed.

The suspension of broadcasting, apology, revocation of honorary titles, and all social accounts are banned, and tax tickets are issued under the heavy hammer of severe crackdown and investigation. Many head anchors have suffered severe setbacks, and the established life track in the past seems to deviate from the correct route.

With the label of tax evasion, the trust building in the hearts of countless fans collapsed, and it is not easy to start saving everything again.

For example, after Weiya stopped broadcasting, many consumers who had bought goods in her live room were surprised to find that many of the goods that had been taken with them in weia's live room have been greatly reduced in price, and some of them have even reduced their prices by half. Behind such a serious premium, how reliable is the "whole network" in the independent broadcasting mouth?

2019 is a year of rapid development of the live broadcasting industry. Taking advantage of the windbreak bonus given by the times, many head anchors standing at the top of the pyramid are born.

At the same time, the early barbaric growth also sowed the seeds of disaster for the benign development of the industry, such as blindly pursuing low-cost gimmicks with goods, uneven commodity quality, and non-standard industry standards.

Affected by this, both consumers who rush into the live broadcasting room, small and medium-sized manufacturers who have been repeatedly depressed by the head, or the small and medium-sized anchors who have made a living at the bottom of the industry have suffered a lot.

But change will come.

With the heavy hammer of strict crackdown and strict investigation, the industry management standards are becoming more and more perfect. We all realize that if we want to continue the healthy development of the industry, some customs should be managed!

In the past, all resources and channels have been frantically smashed to the head, but now it is a foregone conclusion that such dividends will fade away.

Third, the tide of brand self broadcasting is coming

The general trend of brand self broadcasting in 2022.

In the future, most of the cheers and applause from the live broadcasting room with goods are for the brand.

According to the data, in 2021, 90% of the live broadcasting rooms with more than 10 million person times come from shop broadcasting. Among them, 43 brand live broadcasting rooms have a turnover of more than 100 million yuan, and 510 self broadcasting rooms are more than 10 million yuan.

From hongxingerke's donation of 50 million yuan, netizens "wild consumption" to baicaoji's live broadcasting room with "Niangniang bringing goods" as its highlight, it has successfully mastered the flow code, and its sales have skyrocketed, and now Anta and Yili live broadcasting rooms, which take advantage of the hot winter Olympics period and make use of ice mound for activities

One after another surprise out of the circle, also let the brand self broadcast see more possibilities.

In addition, taking advantage of this trend, there are tens of thousands of small and medium-sized anchors who have more opportunities. As the industry insiders have analyzed: "big brands will consider and layout more deeply for self broadcast, while small brands will no longer blindly praise the head and no longer rely on a single talent to bring goods."

After the storm, changes in the live broadcasting industry have never stopped.