Super head anchor Weiya is punished for tax evasion, which is expected to promote the standardized development of live broadcast e-commerce industry
This week (December 20), the Inspection Bureau of Hangzhou Taxation Bureau made a decision on the tax administrative punishment for the case of tax evasion by the network anchor Huang Wei (online name: Weiya), and imposed a total fine of 1.341 billion yuan on her in accordance with the law. This incident reflects: (1) after the extensive and brutal growth of the live e-commerce industry, it has attracted the attention of the regulatory authorities; (2) Weiya’s tax evasion is huge, which reflects the Matthew effect of super anchor, which has brought obvious contradictions between channels and brands. In the long run, this event has a far-reaching impact on the live e-commerce industry and cosmetics brands: (1) For the live broadcast e-commerce industry, under the background that super head anchors are regulated and regulated, small and medium-sized anchors will benefit from traffic release and redistribution in the short term. In the long term, the entry of supervision will also help the standardized and healthy development of the live broadcast e-commerce industry. For the traffic Matthew effect that puzzles the industry, we believe that relying on “content” to get rid of traffic dependence is an important development direction. (2) For the cosmetics brand, the short-term sales performance has little impact; in the long term, this event is expected to provide a breakthrough to solve the contradiction between the super anchor and the brand. On the one hand, it will help the brand to regain the pricing power, on the other hand, it will alert the brand to pay attention to the construction of the self broadcasting team. The self broadcasting of the brand has a variety of advantages. At present, the head domestic cosmetics brands have been actively deployed Bureau brand self broadcast. We believe that cosmetics brands with strong self broadcasting operation ability are expected to benefit from the release of the original super head traffic.
Industry key words: Yicang premium products, eljian, fenge foot food, chaopin direct store, flash store, etc
[Yicang premium products] the clothing e-commerce “Yicang premium products” announced the completion of round B financing of more than 100 million yuan.
[eljian] eljian acquired soliton to supplement its non-invasive body shaping product portfolio.
[Feng e foot food] Shunfeng’s unmanned retail project “Feng e foot food” completed round a financing.
[chaopin direct store] taote launched the official “chaopin direct store” to provide cost-effective fashion clothes.
[flash store warehouse] meituan’s flash purchase plus flash store warehouse business is expected to open 10000 “flash store warehouses” within three years.
Plate Market Review
This week (from December 20 to December 24), the retail trade index closed at 3079.78 points, up 1.31%, outperforming the Shanghai Composite Index (down 0.39%) by 1.70 percentage points, ranking fourth among the 31 first-class industries. Among the retail segments, the professional chain segment performed better this week, and the trade segment rose the most since the beginning of 2021. For individual stocks, this week Doctorglasses Chain Co.Ltd(300622) (+ 39.5%), Vats Liquor Chain Store Management Joint Stock Co.Ltd(300755) (+ 15.6%) and Sanjiang shares (+ 12.5%) increased the most.
Investment suggestion: focus on the beauty economy, emerging e-commerce and gold jewelry sectors
Investment main line 1 (face value economy): focus on recommending domestic beauty products leader Proya Cosmetics Co.Ltd(603605) , medical beauty products leader Imeik Technology Development Co.Ltd(300896) , whole industry chain layout Bloomage Biotechnology Corporation Limited(688363) , sensitive muscle repair leader Yunnan Botanee Bio-Technology Group Co.Ltd(300957) ;
Investment main line 2 (e-commerce new retail): sink the market, pay attention to the development of community group buying in winter, and benefit the target meituan; focus on cross-border e-commerce recommendation Xiamen Jihong Technology Co.Ltd(002803) ;
Investment main line 3 (gold jewelry): focus on the gold jewelry sector with sustained high prosperity, and focus on recommending Chow Tai Seng Jewellery Company Limited(002867) (multi-faceted empowerment of provincial generation model), benefiting the targets of Chow Tai Fook and Guangdong Chj Industry Co.Ltd(002345) .
Risk tips: macroeconomic risks, repeated epidemics, intensified industry competition, etc.
