At the 28th China Yangling Agricultural High-tech Conference, two anchors were broadcast live in the Shaanxi Supply and Marketing Center. Photo by Xinhua News Agency reporter Wei Xiang
Recently, the State Administration of Taxation, Zhejiang Hangzhou Municipal Taxation Bureau issued a notice to deal with tax evasion cases by two Internet anchors in accordance with the law. The two were charged with tax payment, late fees and fined tens of millions of yuan. With the rapid development of the live broadcast economy and platform economy, the huge market size and industry groups have also brought difficulties to industry supervision. Experts say that the more this is the case, the more it is necessary to strengthen the regulation and supervision of the flow economy. Government departments must strengthen guidance, and relevant companies must also strengthen platform governance and brand building to jointly promote the sustainable development of the traffic economy.
Stimulate consumption potential
Affected by the epidemic, new businesses such as housing economy and contactless economy have emerged since last year, which has promoted the development of the digital economy. Among them, the traffic economy such as short video and live broadcast e-commerce also ushered in explosive development.
Kuaishou Technology recently released its third-quarter results, showing that in the context of the slowdown in the Internet industry’s advertising market growth, the company still maintains a rapid 10.9 billion yuan, an increase of 76.5% year-on-year, is the largest source of income for Kuaishou.
is not only a fast hand, but on the first day of this year’s “Double 11” pre-sale, live broadcast e-commerce took the lead. The sales of the two leading anchors, Li Jiaqi and Wei Ya, were 106.5. 100 million yuan and 8.25 billion yuan. As a typical representative of the traffic economy, live e-commerce brings more traffic to “Double 11” and stimulates greater consumption potential.
“Live delivery is a commercial innovation.” Kang Yong, chief economist of KPMG China, told reporters that it is not simply moving the traditional offline store shopping guide model to online , It is not a simple copy of the TV shopping model that cannot precipitate private domain traffic and establish a trust mechanism. It relies on the accumulated traffic of the platform’s social attributes and leverages the influence of Internet experts to transform the fans accumulated on the social platform into product consumers, reducing the cost of choice and improving the shopping experience through the trust mechanism between the two. In addition to bringing goods, live broadcast e-commerce also has many functions to promote consumption, increase employment, industrial upgrading and rural revitalization.benefit.
The agency report predicts that in 2021, the scale of live e-commerce will continue to maintain a rapid growth trend, with a market size of close to 2 trillion yuan and a penetration rate of 14.3%. With the vigorous development of the traffic economy, more “flow” will be transformed into “sales”, injecting energy into the development of the consumer market.
Increase supervision
However, due to relatively low barriers to entry and unsound standards, in recent years, the live broadcast industry has repeatedly appeared anchors False propaganda, falsification of live broadcast data, unfulfilled gifts, delayed delivery, and mismatched goods, coupled with frequent tax evasion and tax evasion issues, virtually consume the public’s trust in live broadcast e-commerce.
Driven by interests, the industry has grown rapidly. According to the data from the enterprise search, there are currently 393,000 live-streaming-related companies in my country, and a total of 264,000 related companies have been registered in the first three quarters of 2021, and the two-year average growth rate is as high as 630.4%.
“The industry entry barrier is extremely low. With an ID card and a mobile phone, you can easily register for network anchors. There is no requirement for the professional ability of the anchors, and There is no investigation of ethics and common sense of law. In the face of commercial interests, certain platforms and anchors will not hesitate to challenge the bottom line of the law.” Pan Helin, executive director of the Institute of Digital Economy, Zhongnan University of Economics and Law, said analysis of the chaos in the live broadcast industry. There is an important relationship between laws and regulations to be improved.
The regulation of traffic economy has grown from scratch, and its efforts have been continuously increased. In April this year, seven departments including the State Cyberspace Administration of China and the Ministry of Public Security jointly issued the “Administrative Measures for Online Live Broadcast Marketing (Trial)”, clarifying that live broadcast personnel should be at least 16 years old, and live broadcast marketing activities must not publish false or misleading information. 8 red lines for deceiving and misleading users.
Industry experts said that Internet celebrity anchors are people who have a certain influence on society, and their words and deeds affect fans. Strengthening supervision and governance is to promote the healthy development of the industry and regulate the flow economy. The inevitable move.
Avoid over-commercialization
Although the industry has a bright future, the blind pursuit of traffic will also lead to difficulties.
For how to regulate the development of live broadcast e-commerce, Kang Yong suggested that different types of live broadcasts with different risk points and risk levels can be classified and managed. Comprehensively consider the openness of webcast application fields, application scenarios and fields, the types of information to be disseminated, consumer consumption purposes and other factors, analyze the compliance risks of different types of webcasts, carry out more targeted governance, and realize the promotion of development and limitation Unified supervision.
Pan Helin believes that the government and relevant departments must clarify the main responsibilities, actively improve relevant laws and regulations and management methods, and change the “post-event supervision” to “pre-event, in-process, and All-round supervision after the event will increase the cost of illegal activities such as platforms and anchors. At the same time, the live broadcast industry must deepen content creation and use big data, cloud computing and other means to achieve content focus and verticalization to meet the diverse needs of users.
Whether it can be commercialized is the key to the survival of short video and live broadcast platforms, but too much commercialization will inevitably affect the user experience. How to make a balance between user experience and commercialization benefits?
In the view of Du Zheng, vice president of commercial products of Kuaishou Magnet Engine, user experience and commercial operation are not in opposition to each other. Providing commercial content based on user needs is just right. Improve user experience. Short video + live broadcast platforms are quietly changing the relationship between brands and users.
Compared with the short-term stimulation brought by attention, good products and brands are the real lasting traffic.
Xu Shan, a live broadcast master, has 5 million fans. He feels that blindly low-price competition is not conducive to the development of the industry. “We stand from the perspective of both the brand and the user. ，We must bring good products to everyone who is most suitable. Making a product announcement is like burying a bottle of wine in the hearts of users, so that the brand will become more and more popular in the hearts of fans, and users will feel the value for money, so as to achieve the combination of product efficiency one”.