Weiya was investigated for suspected tax evasion, and her full platform account was closed as of December 21
Recently, the Inspection Bureau of Hangzhou Taxation Bureau investigated and dealt with the suspected tax evasion of the network anchor Huang Wei (online name Weiya). According to the regulations, it was confirmed that her tax evasion was 643 million yuan and other underpaid taxes were 60 million yuan. Her tax evasion was recovered and a fine of 1.341 billion yuan was imposed. As of December 21, Weiya's full platform account was closed.
The anchor echelon may change, and some people with head and middle waist are expected to get more traffic growth opportunities
The suspension of head anchors such as Weiya due to tax evasion leads to a gap in relevant traffic. When the overall marketing budget has been planned, the brand may choose other ways to carry out marketing promotion, which is a development opportunity for other head and middle waist experts. In the future, the traffic of e-commerce live broadcasting industry may be more decentralized.
Traffic redistribution between platforms may lead to more accurate recommendation platforms
As a super head anchor, Weiya Li Jiaqi has a certain star effect. After the Weiya event, some loyal consumers may shift from following the super head to an interest led e-commerce live broadcast ecology. Tiktok tiktok on the tiktok box is on the line recently, and the jitter and jitter box are based on the recommended algorithm logic for more precise marketing. The size and proportion of vertical master is expected to further expand.
The beauty head brand with brand product strength as the core and strong R & D and operation ability may benefit for a long time
In the past two years, major international brands and head domestic products have actively arranged self broadcasting operation while maintaining the advantages of products and brand strength. After the incident, these brands have more choices, and the overall impact on the redistribution of marketing resources may be limited; After losing the aura of carrying goods of super head live broadcast, some cutting-edge brands deeply bound to Weiya live broadcast may be greatly affected. In the future, brands need to pay more attention to efficacy positioning and consumer preferences, carry out product development and strengthen their own operation ability. Brands with core product R & D ability and pay attention to self broadcasting and self operation are expected to benefit in the long run.
In the long run, the brand may regain the bargaining power of live broadcasting, and live broadcasting will develop towards standardization and highlight its operational value
The Weiya incident warned the beauty brand that it needs to maintain a healthy operation mode and continue to build and upgrade its operation teams such as self broadcasting, which is conducive to the healthy development of the brand and obtain the bargaining power of live broadcasting in the long run; At the same time, the strengthening of supervision will also improve the operation quality of the live broadcasting industry, drive the live broadcasting industry to develop towards standardization, and highlight the value of agent operators with e-commerce operation advantages.
Investment advice
We believe that the domestic brand of head beauty with product power and self broadcasting operation power is limited by the event, and its future growth is relatively certain. At the same time, the brand may gradually grasp the right of live broadcasting bargaining, and its brand power is expected to be further improved. It is recommended to focus on the head domestic cosmetics companies ( Yunnan Botanee Bio-Technology Group Co.Ltd(300957) , Proya Cosmetics Co.Ltd(603605) , Bloomage Biotechnology Corporation Limited(688363) , Shanghai Jahwa United Co.Ltd(600315) ) with core product strength and strong brand operation strength. It is recommended to pay attention to cutting-edge domestic standards with low dependence on anchor such as Lushang Health Industry Development Co.Ltd(600223) and high-quality downstream agent operation companies such as Hangzhou Onechance Tech Corp(300792) .
Risk statement
Third party data difference risk; Industry and brand competition intensifies; Industry regulatory risk; New product marketing risk
