On March 1st, according to the "Luoyang Release" news, the Inspection Bureau of Luoyang Taxation Bureau of State Taxation Administration of The People’s Republic of China discovered that Ma Haitao and Liang Na, two network anchors, made false declarations by hiding the commission income of live broadcast and changing the nature of income from 2020 to 2022. They were suspected of tax evasion of 2.07 million yuan, and decided to recover the tax underpayment, add a late fee and impose a fine of 3.17 million yuan.
It is reported that Ma Haitao and Liang Na are the tens of millions of online celebrity anchors "Mark Couples", and their Tik Tok account fans have reached 10.228 million. The videos of "Mark" mainly focus on family content (such as stealing private money and being beaten by his wife). At present, the account has been banned for violating relevant laws, regulations and policies.
After the official announcement, related topics, such as "Ten million couples in online celebrity and Mark were punished for tax evasion and banned from speaking", quickly rushed to various platforms for hot search. Just keep your mouth shut, not your title? Will it be blocked by platform? Is it completely cool, or is it a small punishment? … … Mark’s husband and wife’s future online celebrity anchor road has also attracted many netizens’ attention.
According to public reports, in recent years, many online celebrity anchors have been banned from speaking, given titles and banned by the whole industry due to negative events such as tax evasion, improper remarks and suspected crimes, and a great road to earning money through traffic has come to an abrupt end. These online celebrity stars, who have experienced great success, will eventually become "her disappearing"? The upstream news combed the public reports and found that the ending of online celebrity’s anchor after "rollover" was really strange: some had disappeared, some were "either on the way back or on the way back", and some changed the track to be a behind-the-scenes trader … …
xiucai, distinguished talent
Banned indefinitely,disappear from the scene
On September 2, 2023, the Tik Tok platform account of online celebrity anchor "Xiucai", who was praised over 200 million and had over 12 million fans, was banned.
She chuckled, raised her eyebrows and wiped her hair … … Looking back at the video of "scholar" becoming famous, the content is very similar: singing to the mouth with background music on. The powder rose rapidly, capturing millions of fans in just four or five months and finally reaching 12 million.
An insider said that the ban on the "Scholar" account may be suspected of inducing fans to reward and tax evasion. A "Receipt for Reporting Tax Violations" shows that on August 15th, 2023, someone reported Xu (a scholar with a net name) suspected of tax violations to the inspection bureau of the tax bureau of Bozhou City, State Taxation Administration of The People’s Republic of China, and it was accepted.
According to Jimu News reported in September 2023, "Scholar" was a villager in Qiyuan Street, Mengcheng County, Anhui Province, who was still living in the village. The staff of Bozhou City Taxation Bureau said that it has indeed received a report on the alleged tax violations of "scholar" and has handed it over to law enforcement departments for investigation and handling according to the prescribed procedures.
On January 16th, 2024, the "Scholar" account was reclaimed for live broadcast indefinitely, and it was posted on Weibo Hot Search. On the same day, Tik Tok Live released the platform governance inventory in 2023, and continued to crack down on bad live broadcasts such as bad PK and outdoor vulgarity throughout the year, and indefinitely recovered 290,000 live broadcast permission accounts, including "scholar" and "Mr. Lin" and other head anchors.
On March 3rd, 2024, the homepage of Tik Tok platform "Scholar" personal account showed that the account was still blocked, suggesting that it had been blocked due to violation of Tik Tok Community Self-discipline Convention. The data shows that the number of fans of this account is still as high as 11.55 million, which is not much less than its peak period.
Searching for the keyword "scholar" on the Internet, in the six months since his account was blocked, there is no news of "scholar" except the news that the live broadcast right of "scholar" account has been recovered indefinitely, which can be regarded as disappearing for the time being. As for whether he will return to the public eye in other ways in the future, only waiting for time to test.
Viya
No choice to come back, capitalBehind the scenes trader
On December 20th, 2021, State Taxation Administration of The People’s Republic of China Zhejiang Provincial Taxation Bureau announced that after investigation, Huang Wei (net name Viya), the network anchor, evaded taxes by concealing his personal income and making false declarations about the nature of his income during 2019-2020, and others underpaid taxes by 643 million yuan. According to the law, the Inspection Bureau of Hangzhou Taxation Bureau recovered Huang Wei’s taxes, added late fees and imposed a fine, totaling 1.341 billion yuan.
According to public reports, Viya, whose real name is Huang Wei, started as a singer and then opened an online shop. In 2016, she became the live anchor of Taobao. After that, Viya won numerous awards. With its high popularity, the annual turnover of e-commerce in 2020 exceeded 30 billion yuan, making it a veritable "queen with goods" and "sister with goods".
According to the report of China Entrepreneur Magazine in January, 2024, after being punished for tax evasion in December, 2021, Viya became almost invisible and became a behind-the-scenes trader. The company behind her, Qianxun, launched the "Bee Surprise Club" on Taobao Live, and currently has more than 10 million fans. Qian Xun also went online to "Bee Wish Club" and "Bee Joy Club". Qier, Viya’s assistant broadcaster, went to Tik Tok and now has 6.8 million fans. In February, 2023, Qianxun’s "Dolphin Surprise Club" appeared in Tik Tok, and started live broadcast with goods. At present, it has 1.9 million fans.
The live broadcast style, speech skills and live broadcast categories of these accounts are a replica of Viya. However, live broadcast with goods is obviously not the top priority in Viya.
A strong supply chain is an important part of Viya’s business ecology. The super supply chain base in Viya is 10,000 square meters, which can accommodate tens of thousands of SKUs (the smallest inventory unit). In 2020, more than 3,000 brands will apply to settle in. In 2020, Viya and Qianxun built Lingke, an open platform for product selection, with more than 70,000 merchants and more than 30 million services.
For two years, Viya didn’t choose to come back, but her company’s anchor and supply chain have been running in a low-key but orderly way.
Viya’s career layout has gradually separated from the live broadcast level. She relies on her husband Dong Haifeng and Qianxun Group, involving investment, AI and brand incubation. In May 2023, Guangdong Delmar went public, with a total market value of 6.762 billion yuan on the first day of listing. The investment team behind this small household appliance enterprise is modest. In May, 2023, Qianxun established an AI digital company named Hangzhou Qianyu Intelligent Technology. Viya is making great efforts to turn Qianxun into a "digital, platform and international" technology company.
In addition, Viya still hasn’t dissolved her huge fan base, and her Taobao live account hasn’t completely disappeared, and has remained on the fans’ attention list under the name of "akalil-v". At present, the account still has 89 million fans, more than 82.79 million fans in Li Jiaqi. According to the analysis of senior people in Hangzhou electric business circle, there is no need for Viya to come back, and there are a lot of problems brought by his comeback. "The wind has passed, and it is of little significance to come back.".
– Simba
Wandering between comeback and ban
Simba, a well-known big coffee with goods, is a series of records that the platform is banned from coming back, then banned and then returned.
In April 2020, during the live broadcast of a short video platform, Simba had a language dispute with another anchor, and the two sides exposed each other’s black materials and even abused them. As a result, both accounts were banned for more than a month. Before the comeback, the Simba team made a big splash, and the first anchor GMV (the total transaction amount of online shopping goods) broke 1 billion yuan, and it also rose a lot.
In November 2020, the Simba team had an incident of "selling bird’s nest for sale". According to the notification from the Guangzhou market supervision department, the sponsor of the live broadcast room, Simba’s company and the sales company plan to be fined 900,000 yuan and 2 million yuan respectively. Subsequently, the platform announced the suspension of Simba’s personal account for 60 days. Before the suspension of the comeback, the Simba team once again created momentum: not only did it announce its comeback on March 27 of the following year in a high-profile manner, but in related videos, Simba bowed to the fans with his wife and all employees of the company and shouted the slogan "Take all users home" in unison, and Simba himself knelt down. The first live broadcast of the comeback was 13 hours, with total sales reaching 2.043 billion yuan.
But soon, Simba’s account was banned again. In October, 2021, Simba accused the platform of giving traffic to the performers and not to himself during the live broadcast, and was banned by the platform. In March 2023, Simba accused the platform of conniving at emotional anchors to create false popularity and false data and cheat the elderly in the live broadcast room, and was immediately banned for 48 hours. The reason for the ban was "not in line with community norms".
Simba’s account on another short video platform has also been banned many times. On August 30, 2023, Simba’s account was banned for 24 hours. The reason given by the platform was that Simba was suspected of degrading and damaging the image of the platform. At noon on November 2 of that year, Simba’s account on the platform was banned again. Simba has 4.15 million fans on the platform. The reason for the ban shows "violation of the Community Self-discipline Convention". The duration of the ban is unknown. It is unknown whether the account will be released in the future. Some media reported that in the previous online video, Simba once said, "I don’t care about your platform, and I don’t care about your traffic."
Brother Giao
Abandon madness and eccentricities., makeover and fight the network again.
Simba’s comeback does not change his own style, and he is not even afraid of being banned again. It is supported by his strong ability to carry goods. However, when more anchors choose to come back after the accident, they have changed their styles more or less and even changed their platforms. At present, the effect seems to be good.
As one of the representatives of the early rustic online celebrity, Brother Giao’s video quotations and expression packs were once popular on the Internet, and the content style was mostly crazy and funny to attract attention. Because of vulgar words and deeds, "there were malicious speculations and violations of community order during the live broadcast", his account "Brother Giao, the Black Cat Sheriff" was banned for 15 days by his short video platform.
Brother Giao once said that in 2017, his account was permanently banned by his short video platform because of content violations. He drove to the headquarters of the short video platform in Beijing, and finally caught the attention of the staff of the platform. After writing a letter of guarantee that he would never violate the rules, Brother Giao’s account was banned for one month from being permanently banned.
After returning to the Internet, Brother Giao began to gradually change his old image. He once said in the live broadcast: Brother Giao was just himself, and now my name is Zhan Yapeng. Usually, during the live broadcast, he tells people about his successful past and teaches life experience. He has more than 1 million to 6 million fans on several large short video platforms, and his account name is "Happy Little Sheep", which seems to have nothing to do with the previous "Brother Giao". The video works mainly send condolences to some vulnerable groups such as the five-guarantee households and the disabled once a week, which is totally different from the previous crazy and funny content.
Brother Xiaoyang’s apprentice
Comeback live in 3 minutesBe sealed
On the evening of December 6th, 2023, online celebrity anchor Xiao Yangge’s apprentice "Yellow at the Traffic Lights" resumed the live broadcast, saying "Brothers, my elder sister is back, thank you very much" and bowed to thank you. Its account shows that the live broadcast began at 19:57, but it was banned after only 3 minutes of live broadcast. # 京京京京京京京京京京京京京京 # This topic also quickly rushed to the first place in hot search.
In October of that year, the "yellow of traffic lights" caused controversy because of bringing goods. When bringing a brand of goods, the female anchor’s image is sloppy and her expression is ferocious. In the live screenshot, she even crossed her legs and squatted on the table, and her posture was quite unsightly. Subsequently, "Yellow at the traffic lights" once apologized in the comment area, saying, "Sorry, sisters, the content in the live broadcast room is just to make everyone happy and bring you a bad impression." Looking back at the history of its live broadcast, its scraping and illegal actions have led to the forced closure of the live broadcast room several times, and some netizens called it "the title of Dou Luo Xiao Huang".
The China Consumers Association released a public opinion analysis report on consumer rights protection in double 11 in 2023, pointing out that several problems are very prominent, including vulgar goods, price monopoly, etc. The typical case of "vulgar goods" is "yellow at traffic lights".
Brother Xiao Yang once responded to the relevant controversy in the live broadcast room. He said: "Recently, she ("yellow at the traffic lights ") has been under great pressure. After this experience, many things have been put aside. Before she can’t go back, she is already very restrained sometimes. She becomes afraid and she is afraid. "
On March 3, 2024, the personal video account of "Yellow at Traffic Lights" was displayed normally, and its videos could be watched normally. From January to February, 2024, its videos were constantly updated, with more than 100,000 likes.
Royal Preceptor
"Borrow" a large number of matrix accounts to bring goods to the camera
In December, 2023, some netizens found that online celebrity’s "Imperial Teacher" who had been banned for tax evasion may have quietly returned to bring goods.
According to media reports, in May, 2022, online celebrity’s "Imperial Master" announced his withdrawal from the Internet. On June 9 of the same year, State Taxation Administration of The People’s Republic of China announced that Sun Zixuan, an Internet anchor, was suspected of tax evasion, and he was fined 11.71 million yuan.
After the tax evasion incident, the accounts of "Dishi" on several platforms were blocked or abnormal. For example, the Weibo account @ Dishi Kuaixin (1.99 million fans) once showed that "the user was in a state of permanent silence due to violation of relevant laws and regulations", and now the silence has been lifted, but it is suggested that "the blogger is set to show only Weibo within six months".
At present, there are many accounts associated with "Di Shi" on many network platforms, and the video of "Di Shi" appearing in the camera has been released, forming a relatively large matrix group. These accounts are not clearly my real name account or he has restarted the live broadcast, but some accounts retain business cooperation contact information, and the number of fans in several accounts has exceeded 600,000. In many video works, "Di Shi" is recommending various commodities, including cold pads, mosquito repellent water, down jackets, etc., and a large number of commodities are also displayed in the "commodity window" column of the account. In an account with a platform ID of "Dishi", although there is no video of goods in the work, it is a series of works of "taking a taxi to Xinjiang", but dozens of goods are displayed in the shop.
Upstream news comprehensive Red Star News, Chengdu Business Daily, The Paper, beijing business today, Jimu News, China Entrepreneur Magazine and other photo sources/Xinhua News Agency, platform screenshots, etc.
Editor: Zhu Liang Editor: Yang Li, Long Chunhui Audit: Feng Fei
