"Viya" makes a comeback? It was first broadcast for 5 hours and gained 260,000 fans overnight!

It is rumored online that Via may re-start on Taobao at the latest in March this year, and will continue to work in the form of live broadcasts in the future, and the account name and fans will not change.

The relevant person in charge of Qianxun Holdings did not respond to the authenticity of this news.

The original team created "familiar recipe"

All the troubles start with Viya's original crew.

Since Via stopped broadcasting in December last year, her live broadcast team has not been dissolved or laid off employees, and she resumed work after a week of holiday.

On February 12, a new live broadcast account called "Bee Surprise Club" was broadcast on Taobao. The first live broadcast lasted for about 5 hours, with 55 product links on the shelves, and the number of viewers on the first broadcast exceeded 1 million, and the number of fans increased by more than 260,000 overnight.

There are 6 anchors in this live broadcast, and they are all assisting broadcasters and models in Viya's team. At the same time, the name of "Bee Surprise Club" is similar to the previous "Viya Surprise Club", and even the style of the product selection is similar.

It makes people sigh: "It's still a familiar formula."

Connecting all kinds of coincidences, the emergence of the "Bee Surprise Club" seems to be a test of the comeback of the former "Queen of Goods" Weiya and see the market's reaction.

Polarized netizens

The news of Via's comeback once reached the hot search list on Weibo, and netizens' attitudes were polarized. One side believed that Via has a considerable professional level, good product selection vision and product cost-effectiveness. The rebroadcast can also break the situation where Li Jiaqi's family dominance. Moreover, the corresponding tax has been paid, so there is nothing wrong with opening again;

The other side said that the influence of public figures is too great, and a comeback will cause damage to social credibility, and once a precedent is set, all bad people will have excuses!

Indeed, it moves the whole body with one move. If Viya can make a comeback, does that mean that Xueli and Lin Shanshan are the same? Fan Bingbing, who evaded taxes back then, tried to test through various media channels many times, but in the end, the situation was overwhelming; Zheng Shuang, who clamored that "the state department wanted her money", kept refreshing the netizens' offline with ignorance. If such people can still be active on the big screen, it will not only impact people's views, but also have a negative impact on the growth of enlightenment children.

In other words, even if the country can lift the ban on bad internet celebrities and artists, how many markets are there to accept them?

What's more, the fourth phase of the Golden Taxation is currently in the period of strict control of the crackdown on tax evasion among celebrities. The amount and means of the Weiya incident are both typical cases of severe crackdowns and strict handling.

Retreat to the second line or become the best choice

Regarding Viya's upcoming comeback, some industry insiders said that the current policy has not changed, the punishment for anchors and institutions has not yet ended, and there is no sign of loosening of the punishment for tax evasion anchors.

Although we don’t know whether Via can make a comeback, its company has not been banned. I believe that with Via’s own remaining heat and resources, Via’s energy can be dispersed to many of its anchors. Moreover, after the Weiya incident, the live streaming business of many of Qianxun's anchors is still continuing.

It is understood that Qianxun Culture, a company under Weiya, has 22 contracted anchors including Lin Yilun, Li Jing, Li Xiang, Qiwei, Xiaoqiao Jofay, and Beibeitu. Among them, Lin Yilun has been ranked NO.1 in 2020 Taobao star anchor NO.1 for consecutive years, Taobao Live's 2020 Double Twelve GMV reached 170 million, and the monthly GMV reached 90 million.

In fact, whether it is banned or abdicated in the future, Weiya's team will always face the problems of whether the remaining anchors can withstand huge traffic gaps when their backbone is gone. After all, such a large piece of cake cannot be thrown away just by throwing it away.

Whether to take on the residence will still take time to test, but for Viya herself, it may not be so easy to appear in public again. However, it should not be difficult to retreat behind the scenes to use her influence and professional level to make a comeback again, but it is just that it is not as easy to get money as before...

However, it is worth mentioning that as the top anchors and celebrities frequently "turn over", the balance between the brand and the anchor spokesperson is being broken, and self-broadcasting (store broadcasting) will become the only choice for the brand to obtain higher profit margins.

It is important to follow the trend

We have mentioned the importance of taxation many times in previous tweets, because when the Internet environment becomes increasingly strict, the living conditions of e-commerce cannot return to the norm of previous years.

In recent years, the emergence of the fourth period of e-commerce law and gold tax has swept away the trend of "bad money drives out good money". During the buffer period of market updates and iterations, e-commerce people have only two options: one. Go with the trend; two. Being abandoned by the times.

E-commerce people who cannot keep up with the pace of the times will eventually be eliminated by the times. If a company cannot even fulfill its most basic obligations, then what confidence does the company have to make users and partners trust you, and even investors will skip you in the future!

Therefore, operating a legal and compliant enterprise is a basic obligation to follow the trend. In the buffer period of market innovation, e-commerce people must seize the tail of the times and never cross the red line! To help more e-commerce companies answer questions, our Laogao e-commerce circle provides free tax courses for everyone to learn.

Finally, if taxation is the basic obligation of an enterprise, then following the trend is the only way for the enterprise to develop! Just as Lao Gao mentioned in his interpretation of the trend in 2022, "In 2022, all platforms are paying attention to one thing, namely store broadcasts and brand self-broadcasting."

Therefore, while operating in a regular manner, e-commerce people must also keep a close eye on the traffic momentum and not be eliminated by the times!

Event notification

Live e-commerce, as a major e-commerce blue ocean today, has attracted countless e-commerce people to come, but the rather "metaphysical" traffic threshold has made many e-commerce people stop moving forward. Therefore, Laogao E-commerce Classroom specially opened the sixth Douyin live streaming incubation class on February 25-27 after the Spring Festival to help more e-commerce people cross the threshold!

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