Recently, the host Wei Ya said in an interview with the media that she Sales in 2019 have exceeded 10 billion yuan. However, when talking about how much she could profit from it, she laughed and said that “the specific amount of money is in charge of my husband”, and said that “there is not so much” that the 5 billion yuan in revenue speculated by the media. Regarding the commission for live broadcasts with goods, Wei Ya said that the larger the brand, the lower the commission it receives, and some brands do not even charge money.
This article is from WeChat official account:Zhongxin Jingwei (ID: jwview) , author: Zhao Jia course, the original title: “Silvia who exactly how much money a year? Insiders Reveal the Unspoken Rules of Anchor Income”, head picture from: Visual China
Luo Yonghao, who turned to live broadcast after the failure of his business, also revealed on the talk show that the 600 million debt he owed before has already been repaid 400 million, and the rest can be paid off in about a year or so. Data shows that as of November 12, Luo Yonghao’s live broadcast room paid more than 100 million yuan on the night of 11.11.
The report “Live E-commerce Toward a Trillion Billion Market” released by KPMG and Alibaba Research Institute predicts that the overall scale of live e-commerce will reach 1,050 billion yuan in 2020, and it may approach 2 trillion yuan in 2021. How much money does it make to carry the goods? Mr. Jingwei chatted with people in the circle.
1. “The sales volume on the day of the live broadcast cannot accurately reflect the ability to carry goods”
Liu Yue(alias) is one of the team members of a second-line anchor on Douyin. She is mainly responsible for team finance. According to her, many anchors who bring goods areFirst started with one or two people and a mobile phone. With the impact of the epidemic, the live broadcast e-commerce industry will usher in rapid development in 2020, and her team is growing. This time on Double Eleven, the team has been tossing around the country non-stop, with an average of two or three days changing to another city for a special live broadcast.
“We do not work for Douyin, but the anchor uses the platform of Douyin to carry out live broadcasts, and then Douyin collects a commission from the anchor.” Liu Yue said that the main object of cooperation with her team is luxury Channel business in the fields of products, clothing, daily chemicals.
She introduced to a reporter from Sino-Singapore Jingwei that the anchor will sign a contract with the merchant or channel after the product selection, and the remuneration is mostly divided into the model of “appearance fee + commission”. Among them, the commission ratio can be set on the anchor’s Douyin platform, and then the e-commerce platform will transfer the money to the Douyin for the anchor to withdraw; The billing period for the withdrawal also varies from platform to platform. Some top e-commerce platforms The time for the commission to arrive is often more than two or three months after the live broadcast.
“At present, our commission rate is generally 10%~25%. Some partners will ask for a certain amount of sales, and some will not ask for it. Both parties have an estimate of the anchor’s ability to carry goods.” Liu Yue said that the commission ratio not only depends on the selection team’s estimate and brand awareness, but also on the anchor’s aesthetic and personal preferences. From her experience, the greater the brand awareness, the higher the commission ratio.
However, Liu Yue pointed out that it is not how many pieces of goods are sold in the live broadcast room that day, you can simply calculate the sales and commission amount, because it will also involve the return of some consumers, so it will generally use the final Douyin background Propose to become accurate.
Recently, it has been circulated on the Internet that “the refund rate of Wang Han’s delivery of goods in a special live broadcast reached more than 70%”. According to Red Star News, one of the merchants that Wang Han cooperated with on the day of the incident confirmed that many customers ordered and then contacted to cancel the order. , The product was returned the next day.
Subsequently, Yinhe Zhongxing, the contractor of Wang Han, responded that the company had never made any fictitious data or purchase traffic. The behavior of returning orders after a large number of orders was a malicious attack.
▲ Screenshot of Yinhe Zhongxing’s official Weibo
Second, anchors with high income “save money well”
In Liu Yue’s eyes, the live broadcast industry as a whole is still showing a trend of development and growth, but for the anchor, this represents more intense competition and more unstable bargaining power. “As far as I know, the average monthly income of the second-tier anchors with cargo is roughly 1 million to 3 million yuan, while the small anchors at the end may not reach 20,000 or 30,000 yuan. More anchors Entering the game means that there are more choices for merchants, and the anchor’s bargaining power may be reduced, but if they seize the opportunity and maintain a good reputation, they may be in the top. After all, live broadcasting is a creative job, and it is a variable for the anchor. It’s also quite big.”
Under the high income, how much tax do you need to pay for carrying goods? According to Liu Yue, most of the anchors currently have registered personal studios, which are sole proprietorships. According to relevant regulations, studios do not need to pay corporate income tax, and the approved tax rate is relatively low.
“Some higher-income anchors will also set up multiple studios, each with a small number of people, and multiple studios established by the same person can pay taxes separately, not combined.” Liu Yue pointed out. A reporter from Sino-Singapore Jingwei in the Tianyancha App found that Li Jiaqi served as a legal person in four studios, including Shanghai Kaiwang Brand Planning Studio and Shanghai Yubiao Cultural Media Studio, which he 100% holds. One studio was established in 2017. In September, the other three companies were established in September and November 2019.
In terms of employment, Liu Yue said that most of the employees in her studio are part-time. “Live broadcasts do not need to go to work on time every day. Hiring flexible workers can not only complete the work on demand, but the key is to save the cost of five insurances and one housing fund. Some of the staff were originally fans of the live broadcast room, so they joined because they were interested in the industry. “She also said that with the increase in business volume, the studio is also adding manpower and hiring an outsourcing team to complete part of the work.
In October 2020, the General Office of the State Administration of Taxation pointed out in its response to Recommendation No. 8765 of the Third Session of the Thirteenth National People’s Congress that flexible employment personnel are engaged in recording, video recording, performance, performance, advertising and other labor services on the platform. The income is a taxable item of “remuneration for labor services”. In addition, flexible employees are registered to establish individualOr those who are not registered but engage in production or business activities on the platform, the income they obtain is a taxable item of “business income”, and the “business income” is the balance after deducting costs and losses from the total income of each tax year The taxable income is applicable to the operating income tax rate table, which is taxed annually.
3. Industry: The Matthew effect in the live broadcast e-commerce industry is obvious
Behind the vigorous development of the live broadcast industry, gray production is also quietly rising. Recently, many media have reported on the phenomenon of popular fraud in live broadcast rooms with goods and “water injection” in sales performance. Relevant national departments have also issued management regulations for bad phenomena in the live broadcast industry.
Sino-Singapore Jingwei checked on the e-commerce platform and searched for the keyword “live-streaming people”, and multiple products containing “live-streaming popularity optimization” could be displayed. Earlier, according to the Worker’s Daily, the number of fans, likes, comments and other data in the live broadcast room can be purchased, and 1,000 likes are only 1.96 yuan. According to relevant sales personnel, the above data can be modified through computer programs.
Recently, the Cyberspace Administration of China issued the “Regulations on the Management of Internet Live Marketing Information Content Services (soliciting comments) on November 13 in response to data fraud in live broadcast rooms. Draft) ” pointed out that live broadcast room operators and live broadcast marketers engaged in Internet live broadcast marketing information content services must not falsify or falsify data traffic such as attention, page views, likes, and transactions. Do not publish false information to deceive or mislead users.
Gao Jieying, a professor at the School of Finance of Capital University of Economics and Business and a doctoral tutor, said that as a new sales model in e-commerce, how to calculate the amount and the number of interactions in the live broadcast will gradually become clearer. It should be noted that no matter which one is used A statistical caliber, the information disclosed must be true, accurate, and timely, otherwise it will damage the online economy.
Fu Yifu, a senior researcher at the Suning Institute of Finance, said in an interview with Sino-Singapore Jingwei that the Matthew effect in the live broadcast industry is relatively obvious, and the head anchor controls a lot of resources. “From the foreseeable future, as more anchors enter the game, the bargaining power of the top anchors will not weaken for the time being. On the other hand, if new incoming anchors want to improve their bargaining power or influence, in addition to improving their industry expertise In addition to sex, the support of live broadcast platforms will also play a great role.”
Talking about the problems in the live broadcast industry such as data “water injection”, Fu Yifu said that these problems will not only hurt consumers’ trust in anchors, merchants and even live broadcast platforms, but also exacerbate the industry’s bubble.To this extent, it will seriously disrupt market order and infringe the legitimate rights and interests of consumers and other businesses. If things go on like this, it will inevitably affect the business ecology and development space of the live broadcast platform.
This article is from WeChat official account:Zhongxin Jingwei (ID: jwview) , author: Zhao Jia Ran