Via is coming back.
On December 20, 2021, Via was officially notified for tax evasion, and it was reported that Via was fined 1.314 billion yuan for suspected tax evasion, which is indeed quite a staggering amount. Although Via officially issued an apology statement at the first time, it did not help. Subsequently, all of Via's platform accounts were banned, of course, the products she recommended were also removed from the shelves, and Wei Ya was completely banned.
However, multiple independent sources of 36Kr said that Wei Ya is seeking a comeback, or re-broadcast on Taobao at the latest in March this year. And an industry insider revealed that Via's store will be restored to Taobao, and will still work in the form of live broadcasting in the future, and the account name and fans will not change.
As soon as the news came out, it instantly aroused the dissatisfaction of many netizens on the Internet, and many netizens said that they could not let Via come back, otherwise more and more people would follow suit, which was disrespectful to the entire market. However, some netizens hope that Via will come back, after all, she can always buy some high-quality and inexpensive products in her live broadcast room.
In addition, on February 12, some netizens also found that Wei Ya's old team (including previous models and broadcasters) has reopened the live broadcast, and the popularity of the live broadcast room is not low. Is it true that Via really has the possibility of a comeback, and can she become the top anchor of the whole network again after her comeback?
Wei Ya was not the second Luo Yonghao
Although the nature of the two is different, the rumors of Via's comeback always remind Xiao Lei of Luo Yonghao, another giant in the live broadcasting industry. Before entering the live broadcast industry, Luo Yonghao also owed a huge debt, was included in the list of "Lao Lai" by the relevant parts, and the reputation also collapsed every day, when many netizens thought that Luo Yonghao would be the second "Jia Yueting", and after owing debts, he flew away.
But Luo Yonghao did not, he chose to enter the live broadcast with goods to pay off debts, and a message checked by Tianyan on January 5 showed that Luo Yonghao's name had no information related to the executed person. Although this does not mean that Luo Yonghao has completely repaid his debts, the settlement with the applicant for execution and the cancellation of the height limit also means to some extent that the applicant for execution believes in Luo Yonghao's ability to repay the debt.
What's more, Luo Yonghao originally owed a debt because of poor management, and Wei Ya's tax evasion and tax evasion have a world of difference, with the gradual repayment of debts, Luo Yonghao's reputation is getting better and better, and even expected to return to the level when he was ceo of Hammer Technology. On the other hand, Via, she was banned due to tax evasion and evasion, there is almost no possibility of comeback, if Via, who was fined 1.341 billion, can she also make a comeback, so can Sydney, who was fined 65.55 million, also make a comeback? And people's fines are only a fraction of yours.
Further, Zheng Shuang, who was fined 299 million, and Fan Bingbing, who was fined 884 million, do they want to make a comeback? Whether they are popular or attracting gold, they are no less than the existence of Via at that time, are they at ease to be a lonely ordinary person?
A public figure with an annual income of several billions of dollars is heavily punished for tax evasion and tax evasion, and then because of a good attitude of admitting mistakes, paying back taxes and fines in a timely manner, he can be forgiven, and then continue to return to his old business and continue to earn billions of dollars a year, which makes those workers who have only a few thousand yuan a month but insist on paying taxes according to law. This is clearly unfair.
Even if Via does get the chance to come back, due to the huge amount of money paid, it has broken the "cost performance/cheap goods" and other characteristics of her live broadcast room. This will make the users of Via's live broadcast room add a decision-making link that was not available before before purchasing: "Via earns so much? Is her stuff really cheap? "If you want to return to the previous peak, Xiao Lei personally believes that it is almost impossible.
As a nascent industry, the development of live streaming with goods is far beyond our imagination. In this era where traffic is king, the way of bringing goods of internet celebrities + live broadcasts is undoubtedly penetrating the traffic password, and the effect of this model is far more than that of simple one plus one equals two. However, everything develops too quickly and will bring many hidden dangers, the most obvious of which is management problems. Live broadcasting with goods has developed rapidly, but the corresponding management has not kept up, which has led to chaos in live broadcasting with goods, and there will often be some illegal and disorderly things such as selling fake goods, brushing orders, and fraud.
The data shows that in 2020, the national 12315 platform accepted a total of 2.0332 million online shopping complaints and reports, of which the live streaming complaints increased by 357.74% year-on-year, which is the hardest hit area for consumer complaints. Because of this, the country has been rectifying today's live streaming industry, if Via really by paying fines and her own popularity can get a comeback opportunity, it is foreseeable that the chaos of live streaming with goods may become more and more serious, and a small number of anchors may breed the idea that "she can come back, then we will not be punished for making some small mistakes". This is not a good thing for the development of the entire industry.
Via 'disappeared', which is not good for the merchant?
It has been 55 days since Via was banned, during which time the merchants who rely on her to sell goods, especially those who have already prepared a large number of goods, have been affected to varying degrees. According to insiders, there are still many cooperative merchants who have prepared million-level goods some time before The accident of Via, and the suspension of Wei Ya has made them face considerable pressure to sell goods, and they can only clear the inventory in their hands by reducing the price.
Signing a cargo agreement with the anchor will not only deliver his life to others, but also further reduce his bargaining power over the goods, which also makes more and more brands begin to reflect on a question that should be paid attention to earlier: What can the anchor bring to himself?
Cooperation with anchors with goods not only requires paying high pit fees and large commissions, but also requires anchors to sign relevant price protection agreements, promising to provide the anchors with the best price within the specified time, in addition to carrying sales and legal risks from anchors, which is not cost-effective for some brands that have mature sales systems. On the other hand, consumers attracted by brand live broadcasting are the target customers that merchants value more, that is to say, the fans cultivated by non-anchors with goods are more valuable.
In addition to the brand wants to get rid of the shackles of the "head anchor", in fact, the major live broadcast e-commerce platforms are also aware of this, although the head anchor can bring huge traffic and income to the platform in a short period of time, but they are very unfavorable to the long-term ecological balance and development of the platform.
On the one hand, live e-commerce is an industry with a very serious Matthew effect, the head anchor relies on the traffic advantage accumulated by priority, and can obtain most of the advantageous resources in the platform, while the anchor at the waist and bottom has almost no development opportunities, and may be a result for several years of live broadcasting. Secondly, when the volume of an anchor is too large, its influence can even restrict the platform in turn, the most classic is Kuaishou and Simba, because Simba has too many fan groups and huge influence, Kuaishou does not dare to punish it too severely. The Simba family it built in Kuaishou once had a monopoly on the live streaming business on the platform, which made Kuaishou a "part" of Simba.
After experiencing the events of Simba and Via respectively, the major e-commerce platforms have also begun to adjust their strategies, no longer focusing on the head anchor, and allocating resources reasonably to the mid-waist anchor. During this year's Double Eleven period, Kuaishou provided channels such as main venue resources and platform-specific merchant incentive funds for mid-waist anchors. Similar Taobao Live launched the "official group goods" channel to help mid-waist anchors improve their right to speak and obtain brand resources and supply prices that they could not talk about before. And Douyin is also in the process of going to the "head anchor", today's Vibrato has adjusted the traffic support for live streaming with goods, and then the head anchor can only get 10% of the traffic support, which was unimaginable before.
In fact, not only the e-commerce platform, for the anchor MCN, they enjoy the huge dividends brought by the head anchor, but also deeply bound by the head anchor. For example, luo Yonghao mentioned above, as the debt repayment progressed, Luo Yonghao also began to gradually fade out of the live broadcast room. On January 20 this year, Luo Yonghao said on Weibo that he owed too much to his fans emotionally, and he returned to the technology industry after a year, but the era of mobile phones has passed, and the next generation of platforms will see you. It can be seen that Lao Luo's "live broadcast" has been decided.
It can be seen that whether it is the platform or the head anchor MCN itself, "de-head anchorization" has become an irreversible trend.
Regarding Via, her sadness lies in the fact that she wants too much and is willing to give too little. Facts have once again proved that no matter what identity, what honors have been obtained, in front of the national law and people's livelihood, we should give way, as a leading benchmark in the industry, no matter how much effort you make, or publicize to the public how much suffering you have suffered, how many setbacks you have experienced, you should also remember that the responsibility will become greater while you have obtained great returns.
The hustle and bustle of the world is all profit, and the world is all profitable. Live streaming with goods will still be on fire, but things are not human.