The impact of the penalties for tax evasion by several anchor anchors with goods continues.
On December 22, the tax bureaus of Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu and other places successively issued notices requiring social public figures such as star artists and network anchors to strictly abide by the provisions of the tax law, pay close attention to self-examination, and actively report and correct tax related problems to the tax authorities before the end of 2021. For those who still refuse to conduct self-examination and self correction or do not conduct self-examination and self correction thoroughly, the tax department will seriously deal with them in accordance with the law and regulations.
At the same time, the cooperation between relevant companies and network anchors involved can not help but spread. The reporter of securities times · e company learned that many A-share companies that had cooperative relations with the punished anchor have suspended or terminated relevant cooperation, and will be more cautious in choosing partners in the future, and conduct more dimensional investigation on the network anchor.
the cooperation enthusiasm of listed companies is affected
"We held an internal meeting early on December 21 and stopped all cooperation with the relevant punished anchor. Before, the proportion of cooperation with goods was very small, and there was no sales agreement with the anchor. It was more about brand display." An executive of a listed company in Jiangsu and Zhejiang told the reporter of securities times · e company, "but we are still evaluating the impact of this event on the format of live e-commerce."
In fact, with the rise of the new format of live broadcasting with goods in recent years, many listed companies choose to cooperate with the head anchors.
According to the statistics from the interactive platform of Shanghai and Shenzhen Stock Exchange, since this year, many A-share listed companies including Aimer Co.Ltd(603511) , Springsnow Food Group Co.Ltd(605567) , Sichuan Teway Food Group Co.Ltd(603317) , Zhejiang Huakang Pharmaceutical Co.Ltd(605077) , Dazzle Fashion Co.Ltd(603587) , Shede Spirits Co.Ltd(600702) , Chahua Modern Housewares Co.Ltd(603615) , Zhuzhou Qianjin Pharmaceutical Co.Ltd(600479) , Guangdong Hongxing Industrial Co.Ltd(001209) , Guangdong Wanlima Industry Co.Ltd(300591) , Zhang Xiaoquan Inc(301055) , Beijing Kingee Culture Development Co.Ltd(002721) , Central China Land Media Co.Ltd(000719) , Keming noodle industry, Zhongjing Food Co.Ltd(300908) have announced to cooperate with the head goods anchor.
For example, Guangdong Wanlima Industry Co.Ltd(300591) responded on the Shenzhen Stock Exchange interactive easy on December 10. A head goods anchor has a large number of fans and super goods carrying ability, and several activities have achieved the expected results.
Sichuan Teway Food Group Co.Ltd(603317) on November 24, Yu Zhenge interactive said that the company's sales were good during the double 11. According to the official data of tmall food, haorenjia food flagship store ranked first in the category of hot pot seasoning. During this period, the company also cooperated with head anchors Simba and Weiya. The company continued to layout various online channels and innovate marketing forms.
Beijing Kingee Culture Development Co.Ltd(002721) on October 22, the company reached cooperation with the anchor Weiya in September, and the sales of single products in the "Weiya Live Room" exceeded 20000. At the same time, the company's e-commerce marketing activities in the fourth quarter have been deployed.
Zhongjing Food Co.Ltd(300908) on August 5, the company also told the outside world that the company has business cooperation with head anchors such as Weiya.
Keming noodle industry also introduced to investors that Weiya sold 250000 packages of braised beef noodles from Wugu Daochang live on March 16, 2021.
will conduct multi-dimensional investigation
The anchor with goods is punished for tax evasion, and the relevant cooperation with listed companies will inevitably be affected. On December 22, Keming noodle industry confirmed to the reporter of securities times · e company that it has suspended its cooperation with the punished anchor.
"Our company tiktok has other co hosts and master store self broadcasting and live broadcast, so the impact on sales is very small. Whether or not to cooperate depends on the circumstances. The company will continue to focus on and develop live TV providers, and take the way of head anchor, star cast, shop self broadcast." Keming noodle industry said.
Beijing Kingee Culture Development Co.Ltd(002721) responded that the current multi-level competition pattern in the live broadcast e-commerce industry is taking shape, the industry competition is becoming increasingly fierce, and the company's cooperation with various platforms and anchors in the e-commerce field is open and diversified; The company cooperated with Weiya in September this year. At present, the company has no cooperative relationship with Weiya.
Hunan Mendale Hometextile Co.Ltd(002397) last year, the cooperation with Weiya triggered stock price changes and attracted the attention of Shenzhen Stock Exchange. For the latest cooperation between the two sides, on December 22, Hunan Mendale Hometextile Co.Ltd(002397) told the reporter of securities times · e company: "at present, there is no cooperative relationship with Weiya."
According to Hunan Mendale Hometextile Co.Ltd(002397) , e-commerce live broadcast is one of the company's normal product sales channels. The company's real terminal store image provides a very good scene for e-commerce live broadcast. The company has cooperated with many e-commerce live broadcasting institutions and e-commerce live broadcasting platforms, including head anchors and middle waist anchors, and has also established its own e-commerce live broadcasting team, but the proportion of e-commerce live broadcasting business revenue in the company's operating revenue is relatively low.
"The punishment of anchor for tax evasion will have a great impact on the whole e-commerce live broadcasting environment, but it has no substantive impact on Mengjie's operation." Hunan Mendale Hometextile Co.Ltd(002397) in an interview with the reporter of the securities times · e company, relevant people said, "Mengjie, as a listed company, has the obligation and responsibility to maintain normal market order. In the future, when selecting partners, it will be more cautious and conduct more dimensional investigations on partners."
netizens need to improve their legal awareness
The head anchor was punished for tax evasion, which undoubtedly warned and educated webcast practitioners that they should consciously fulfill their tax obligations according to law.
Meanwhile, on December 22, the tax bureaus of Beijing, Shanghai, Guangdong Province, Zhejiang Province and Jiangsu Province successively issued notices saying that social public figures such as star artists and network anchors should strictly abide by the provisions of the tax law. Star artists and network anchors who have not paid attention to their own tax related problems or failed to carry out self-examination and rectification before, pay close attention to the self-examination according to the tax law and relevant notice requirements, and take the initiative to report and correct tax related problems to the tax department before the end of 2021. The tax department will reduce, mitigate or exempt tax penalties according to the notice requirements. For those who still refuse to conduct self-examination and self correction or do not conduct self-examination and self correction thoroughly, the tax department will seriously deal with them in accordance with the law and regulations.
The industry believes that in recent years, as live broadcasting with goods has become the largest growth point of e-commerce platform, the income of network anchors has also increased, and the single trading volume of some head anchors has reached tens of millions or even hundreds of millions of yuan. The punishment decision made by the tax department reflects the authority, fairness and justice of the tax law, and once again warns the employees of webcast that they should consciously pay taxes according to law and bear the social responsibility matching their income and status.
Meng Bo, executive director of the digital economy legal affairs department of Beijing capital law firm, told the reporter of the securities times · e company that the tax authorities have successively announced typical cases of tax evasion by network anchors, which is releasing the signal of strict control over the professional behavior of network anchors. From a macro perspective, this also demonstrates the strength and determination of the regulatory authorities to further standardize the platform economy.
Meng Bo also pointed out that many laws and regulations, such as the e-commerce law of the people's Republic of China, the measures for the supervision and administration of online transactions and the measures for the administration of webcast marketing (for Trial Implementation), have stipulated the main responsibilities that the platform should perform. Therefore, to control the chaos of tax evasion by network anchors, we should further compact the main responsibility of the platform and force it to strengthen the supervision of network anchors in the platform.
According to Shi Jie, an IP incubation expert and co-founder of logic thinking, the current development of we media and online red has prompted more job seekers to be keen on this field because of its low threshold and high profit. However, it is obvious that MCN (an online Red economy operation mode) institutions focus on how to have huge traffic and how to have higher profits; The platform focuses on how to generate better transformation if greater traffic is created, and how to meet the regulatory needs of the country.
"What is missing in the middle is the training of wanghong's legal awareness, whether in terms of content or finance, how to be legal and compliant. I believe that in the Weiya incident, this is a problem that the platform and MCN institutions quickly pay attention to." Shi Jie told the reporter of securities times · e company.
(E company)
