Yesterday, I inadvertently swiped a video of Via’s hot dance.
My first thought was: Is she back?
After checking the video, I realized that it was the annual meeting held by Humble Search on January 21st, and as one of the founders, Via not only appeared at the venue, but also danced with her daughter on the same stage, staging a high-quality female group dance performance.
There was no shortage of people in the comments section asking Isn’t she blocked?
The one-sentence answer is that Weiya was blocked, not killed.
Admittedly, most people who knew about Vya’s banning naturally assumed that they hadn’t found out about her.
But the reality is, after the tax evasion fiasco, the queen of live broadcasting with goods stealthy live broadcasting room, turn to behind the scenes is still mixing with the wind.
The rise of the live-streamed goods.
The Queen of the Peak Moment of Carry
As can be seen from the video, a black dress dressed in a hot body, better temperament, compared with the previous compared to two people, a crowd of netizens for this surprised.
Picture source Jitterbug
Once live broadcasting for 330 days a year, in front of the camera, Viya was focused and slightly tired, but now she is obviously more relaxed. This has nothing to do with the success of her transformation.
Weiya’s entrepreneurial journey began in 2003, when she and her boyfriend, Dong Haifeng, opened a small store of only 6 square meters opposite the Beijing Zoo Clothing Wholesale Market, specializing in selling women’s clothing. Although it was a difficult start, Viya gradually gained a foothold through her own hard work and keen market insights.
In 2008, Mr. and Mrs. Via moved to Xi’an, where their wholesale women’s clothing store grew to seven stores.
In 2010, with the rise of live e-commerce, she saw the right time, decisively closed Xi’an stores, with her husband to Guangzhou development.
In 2015, the annual sales of the online store she operated reached more than 30 million yuan, with a promising future.
Node of time to 2016, Weiya officially became a Taobao live anchor, only four months to reach 100 million in sales.
Figure source Little Red Book The loquat of Gua Le
With her calm demeanor, keen market sense and efficient product promotion skills, Weiya quickly accumulated a large number of loyal fans and drove the sales of countless brands.
No matter which category of products, she can easily trigger sales, which quickly made her the number one anchor of Taobao Live.
Especially During the 2019 Double 11 promotion, Viya once set a stunning record of more than 3 billion yuan in sales in a single live broadcast, and steadily sat on the throne of the queen of bringing goods.
She is not only the spokesperson of many brands, but also the sales engine of countless brands.
These historic achievements have made her famous in the industry and established her position as a leader in the live-streaming bandwagon industry.
The e-commerce benchmark collapses
A Different Kind of Comeback
As the saying goes, when you climb high, you fall low, and Via soon had its darkest hour.
In December 2021, the Audit Bureau of the HCM City Taxation Bureau analyzed tax big data and found that Viya had hidden personal income, fictionalized business to change the nature of income and made false declarations between 2019 and 2020, thus evading 643 million yuan of taxes, and there was still 0.6 billion yuan of taxes not paid in full.
Once the matter came to light, the storm of public opinion quickly engulfed her aura, and Via’s public image suffered a fatal blow and lost public trust.
In accordance with the law, the tax authorities issued a decision on tax administrative treatment and punishment to Viya, requiring her to pay back taxes, pay late fees and accept fines, totaling 1.341 billion yuan.
Subsequently, on December 20, 2021, Via publicly admitted her mistakes and apologized in front of the media for tax evasion. Her accounts on major platforms such as Taobao Jitterbug and Weibo were banned.
Live streaming is not outside the law.
Weiya’s tax evasion has brought a profound warning to the live streaming bandwagon industry, and the professional ethics and tax issues of anchors have begun to become a major focus of public attention.
Figure source microblogging hot search
While fading out of the public eye, Weiya is still mixed up in the world, and indeed has not been idle.
In 2022, Dong Haifeng opened a Jitterbug account to share his family life, and then some of Via’s life and work routines gradually appeared in the videos.
From October 21 to 23 of the same year, the fourth training class for the masters of old Chinese brands was held as scheduled. The workshop aimed to improve the management ability of the Chinese old brands’ managers through training and exchanges, and to promote the innovation and development of the old brands.
It is worth noting that Weiya was hired as the chief tutor of Guochao College to participate in the activity.
Figure source Weibo rabbit tear chicken big old master
In June of last year, Via attended the first class of Zhejiang Platform Economy Entrepreneurship as the co-founder of Qianxun Hangzhou Culture Media Co.
In the past two years, Weiya has made many appearances at major events, including official ones, and it’s hard not to wonder about her comeback tendencies.
Live broadcasting is no longer the first choice
Commercial layout expanded again
From silence to live broadcast giant, in addition to the component of luck, have to mention the business acumen of Via.
Just because the customers who visited the store said that there were cheaper options online, she was keenly aware of the business opportunity and determined to open an online store.
And long before her peak, her business layout had actually begun.
Since the beginning of 2018, her husband, Dong Haifeng, has been rapidly completing the layout of Qianxun’s main business, MCN Agency, which involves seven major areas, including content creation e-commerce operation management marketing artist brokerage IP licensing, as well as community and knowledge payment.
Image source: Humble Search official website
In addition, Mr. and Mrs. Weiya have also been actively expanding their business territory, involving in various industries such as home appliances, biomedicine, apparel, consulting, film and television production, education and training, and artificial intelligence.
For example, the skincare brand Wei Ya often promotes in her live broadcasts, Keflex Beauty, which is under the umbrella of Giant Bio, and Qian Xun has become one of the shareholders of Giant Bio in the year 2021. There was also a stake in Delmar Electric, both of which have since successfully gone public.
And after the accident, the Weiya couple is no longer satisfied with the live broadcast with goods, and began to layout the upstream and downstream of the live broadcast industry chain, involved in supply chain management Short drama e-commerce and many other fields.
Humble Search Hangzhou Holding Limited Liability Company bid for a piece of industrial land with more than 20 million yuan in 2023, and planned to invest no less than 300 million yuan to build a building to create a new retail e-commerce live broadcasting industrial base project.
Figure source Little Red Book Fly
In 2023, Modest Search Culture, where Via is based, launched AI digital human live streaming service , which is regarded as a technological revolution in the live streaming industry by the industry.
Through artificial intelligence technology, Viya not only solved the problem of low efficiency of live streaming with goods, but also brought a new business model to the industry.
She no longer relies solely on personal charisma, but uses technology and capital innovation to promote the upgrading of the entire live e-commerce ecosystem.
Live with goods, in fact, is the transaction behavior of fans trusting the anchor to follow the order, is a kind of trust economy.
Obviously, live broadcasting is not and can not be the most preferred choice for Viya.
Write in the end
Nowadays, Via is exposed to the public eye as less of an anchor and more of a business role.
The internet has never been a place outside the law, and a comeback is not something to be trumpeted. Via’s story is a wake-up call for all walks of life.
It used to be once a year, but now it’s every day. For the anchor of the so-called lowest price in the network, we have been numb.
The dynamic development of the live broadcasting industry has made the big anchors gradually realize the limitations of bowing to the front of the stage live broadcasts, and Via’s business behavior seems to have become the object of imitation for many active anchors.
From the three sheep DongYuHui GuoYouCai and so on have been down to layout business map Looking for the road of retreat, can be seen.
Regardless of where to retreat to, and then cattle people also have to comply with the law, and integrity management is the root of business development.
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Brand Interview WeChat jiangnan254 Remarks Interview This article was first published in the chief brand observation ID pinpaigcbao
Brand Interview WeChat jiangnan254 Remarks Special Interviews
This article was first published in the chief brand observation ID pinpaigcbao
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