From being silent and nameless to being worth more than 100 million, will it float when it is red？ Six online celebrity anchors have ＂overturned＂

"The feathers on Li Jiaqi are all given to me by all the girls one by one." On the evening of September 11th, Li Jiaqi, the top anchor of online celebrity, who was pushed to the forefront because of his inappropriate remarks, made a tearful apology and choked several times during the live broadcast. As of 9: 00 on the 12th, the number of fans in Weibo, Li Jiaqi has dropped from 30.44 million to 29.34 million, with the loss of fans exceeding one million.

Angry fans in the live broadcast room, where did Li Jiaqi get the confidence? Many netizens attributed the reason to "(Li) is already capital". According to public reports, Li Jiaqi earned nearly 200 million yuan in 2019; In the top 100 annual net income list of network anchors in China (Mainland China) in 2021, Li Jiaqi topped the list with an annual net income of 1,855.3 million yuan; At present, there are 19 enterprises under Li Jiaqi’s name.

In recent years, top online celebrity anchors, including Li Jiaqi, Viya, Er Lv and Xiao Yang Ge, have all "turned over" for various reasons, which caused public outcry. Some netizens commented that these top-flow online celebrity "overturned" for whatever reason, there is one thing in common — — At the time of "rollover", they all had a lot of money, earning a lot of money from online celebrity’s traffic economy, and some of them have even become capital predators with complex business maps. Rich people float? I’m afraid only they know whether their "rollover" is related to their high net worth.

Li Jiaqi

Netizen in the live broadcast room: Where is it expensive? Has the salary increased for so many years?

According to the upstream news report, recently, when Li Jiaqi introduced a Huaxizi eyebrow pencil in 79 yuan on the live broadcast, some netizens left a message saying that it was getting more and more expensive. He asked: "Where is it expensive? It’s been this price for so many years, so don’t talk nonsense with your eyes open … "He added," Sometimes I find my own reasons. Has my salary gone up after so many years? Have you worked hard? " Because of the latter sentence, it caused dissatisfaction among netizens.

▲ Angry fans in the live broadcast room of Li Jiaqi caused an uproar.

Xinhua newspaper network quoted some netizens as saying: "You earn ordinary people’s money, and in the end you ridicule ordinary people’s poverty." "Yes, being a boss is a bit disdainful of migrant workers." The upstream news commentary "Li Jiaqi, who mocked ordinary people for" not working hard ",personally destroyed his basic disk" and quickly rushed to the hot search list of several platforms.

According to public information, Li Jiaqi was born in October 1992. He is an e-commerce anchor and a beauty expert, nicknamed "Brother Lipstick". According to the Shanxi Evening News, the statistics of big data trading platform data treasure show that Li Jiaqi earned nearly 200 million yuan in 2019; According to Xinhua. com, in 2019, Li Jiaqi revealed that she earned seven figures a month. According to @ Greater Bay Area Video, in the "Top 100 Annual Net Income List of Internet Anchors in China (Mainland China) in 2021", Li Jiaqi topped the list with an annual net income of 1,855.3 million yuan.

According to Tianyancha APP, there are currently 19 related enterprises under Li Jiaqi’s name, all of which are in a state of existence, including 6 studios wholly owned by him and 6 enterprises 99% owned by him. The business map involves e-commerce, cultural media, network technology, management consulting and so on.

Viya

After being fined 1.3 billion for tax evasion, he moved to the capital market.

According to CCTV news on December 20, 2021, recently, the Inspection Bureau of Hangzhou Taxation Bureau of Zhejiang Province found out that Huang Wei (net name Viya), the network anchor, evaded taxes by hiding his personal income and other ways from 2019 to 2020, and underpaid taxes by 643 million yuan, and decided to recover taxes, add late fees and impose a total fine of 1.341 billion yuan. On the evening of 20th, the accounts of Viya Weibo, Taobao Live, Tik Tok, Aauto Quicker and other platforms were blocked one after another.

▲ Viya, a former "sister with goods".

In 2016, Viya began to bring goods live on Taobao. In 2020, Viya’s annual live broadcast turnover has exceeded 30 billion yuan, firmly occupying the throne of "one sister with goods". In 2019, Viya and his wife founded Qianxun (Hangzhou) Culture Media Co., Ltd. In 2020 and 2021, Junlian Capital and Yunfeng Fund successively injected capital into Qianxun. Qianxun has reached cooperation with more than 5,000 brands, with a cumulative GMV (turnover) exceeding 10 billion yuan. In 2021, China Forbes Rich List was released, and Viya and her husband Dong Haifeng were among the top 500 with a net worth of 9 billion yuan.

According to Zhengguan News in November 2022, the first listed company invested by Viya came. On November 4th, Giant Bio, known as "Huawei in the Beauty Industry", went on the market, which once rose by over 25%. According to the prospectus, in 2021, Viya, Gaoying Capital and other institutions participated in the investment of Giant Bio. The market value of the shares held by Mr. and Mrs. Viya is about 204 million yuan, which is more than 35 million yuan compared with the 167 million yuan invested when they became shareholders. In November 2020, Viya’s husband Dong Haifeng also appeared in the list of shareholders of Guangdong Delmar Technology Company, an IPO company on the Growth Enterprise Market, adding 150 million yuan to Delmar and acquiring 2.84% of the company’s equity.

– Simba

Deeply mired in the "bird’s nest in sugar water" storm, paying consumers 41 million yuan.

According to the Jinan Times, in January, 2020, 50,000 masks and 150 million yuan were donated, which made more people know Xin Youzhi, a post-90s boy in Harbin. Xin Youzhi is Simba, the co-founder of Xinxuan brand. In October 2020, the anchor of Simba team recommended an "instant bird’s nest" during the live broadcast, which was questioned by consumers as "sugar water instead of bird’s nest", causing public outcry. Afterwards, Simba appeared in the live broadcast room, opened several cans of new bird’s nest demonstrations, and took out the product inspection report "self-incrimination".

Wang Hai, a professional counterfeiter, subsequently published a number of blog posts, calling it a flavored drink rather than a bird’s nest; It also issued a test report saying that the ready-to-eat bird’s nest products sold by Simba were "sugar water".

In November 2020, Simba issued an open letter, acknowledging that there was exaggerated publicity during the live broadcast promotion, and all the products sold were recalled for one refund and three losses. The Guangzhou market supervision department also announced the results of the investigation and handling: Simba’s involved live broadcast company had misleading commercial propaganda behavior and was fined 900,000 yuan. Simba platform account was banned for 60 days. Beijing business today reported in January 2022 that Xinxuan Group said that by January 2022, the company had paid a total of 41.439 million yuan to consumers.

According to the extreme news report, as early as 2016, Simba entered a short video platform and started live broadcasting with goods. In a few years, he became the first brother of the platform by creating various topic events. In 2019, the total number of "Simba Family" fans in the peak period exceeded 100 million, and the total GMV (turnover) reached 13.3 billion yuan in one year, accounting for 1/4 of the e-commerce revenue of the platform.

After the "Bird’s Nest in Sugar Water" incident, Simba and his apprentice anchors were repeatedly banned, and their popularity and reputation were not as good as before. In March 2021, Simba and other anchors of the family joined hands to shoot a video of kneeling down and shouted "Take users home". The cumulative sales on the night of the return reached 2.042 billion yuan.

Xiaoyangge

False advertising with goods, 50 million salary in January surprised people’s chin.

According to national business daily, in November, 2022, the Jinzheng light-tone heating wall-breaking machine recommended for sale in the well-known online celebrity "Crazy Xiao Yang Ge" (hereinafter referred to as Xiao Yang Ge) was questioned by professional counterfeiter Wang Hai about the "virtual standard power" of the product. Wang Hai also questioned the advertising violation of the excellent moisturizing and soothing special care cream for infants sold in its live broadcast room. In February this year, State Administration for Market Regulation of Hangzhou High-tech Zone decided that the above-mentioned special care cream for infants "contained false contents in the advertisement" and imposed administrative punishment on the product supplier Youshang Company. At present, there are no words such as "rich in 5 billion probiotics" and "4000+ refused to add ingredients" on the publicity page of the products involved.

▲ Xiao Yangge said that the company’s monthly salary is about 50 million.

The homepage of the "Crazy Xiao Yang Ge" short video platform shows that its fans have reached 110 million. In 2015, Xiao Yang Ge registered the account of "Crazy Xiao Yang Ge" and started to create short videos. In 2021, he established MCN organization — — Hefei Sanzhiyang Network Technology Co., Ltd. introduced external capital, and Xiao Yangge’s business map expanded rapidly.

Sky Eye Survey shows that Brother Xiao Yang has actual control over 25 companies through direct or indirect shareholding. Last year, Brother Xiao Yang attracted attention because he bought the property of a company in Hefei for 103 million yuan. At that time, Brother Xiao Yang responded, "The purpose of buying a building is to make the company bigger and help everyone get a better job."

In August of this year, I responded to a netizen’s question in the live broadcast room, "How much do three sheep pay a month?" Xiao Yangge said: "500,000? 5 million is not enough to raise some middle and high-level people, and 50 million is similar. " This statement once again aroused public concern about online celebrity’s ability to attract gold, and many people called it "frightened".

xiucai, distinguished talent

"Harvester for Middle-aged and Old Women" was given the title, and was reported for fraud and illegal taxation.

On September 2nd, the account of "Scholar", the red anchor of 12 million fans, was banned. According to CCTV news, on the evening of 2 nd, a person in charge of the Taxation Bureau of Bozhou City, Anhui Province said that it had indeed received the report materials against Xu Moumou (net name scholar), "involving the declaration of personal income".

According to Red Net news, some netizens reported that the "scholar" had a bad attitude during the live broadcast and kept calling Mai to say "medical expenses! Medical expenses! Give me your medical expenses "and induce fans to brush money to" support the scene ".

▲ 12 million fans network red anchor "scholar".

In May 2023, Xin Mou, a 62-year-old woman from Beijing, reported the scholar’s real name on the Internet, claiming that she used dividends as bait and defrauded herself of more than 500,000 yuan in three months by rewarding offline dividends online. In response to the allegations that netizens were suspected of fraud, the local police said that no illegal and criminal acts were found and the two sides reconciled themselves. However, Xin told the journalist that he rewarded more than 520,000 yuan by brushing gifts. The scholar promised her that he would not mistreat her except to return the reward money to her.

Before being banned, Xiucai’s platform account had 12.171 million fans, and the number of praises exceeded 200 million, so it was called "middle-aged and elderly women harvester". According to public information, Xiucai, a 39-year-old native of Bozhou City, Anhui Province, started shooting short videos in 2020 and released more than 1,300 video works.

As a top-ranking online celebrity, a scholar has a strong ability to absorb gold. In his live PK with online celebrity, it attracted 20 million people to watch it in three hours, and from time to time, there were "carnival" gifts worth 3,000 yuan.

Erlv

Making up a script, posing for live broadcast, and exposing 6.8 billion deposits.

According to Qilu Evening News, on the evening of August 16th, this year, the head anchor of a short video platform with more than 48 million fans "Er Donkey" (Er Donkey) was broadcast live outdoors in Qingdao, and many men suddenly broke in and tied him to the car, trying to "bury" him alive.

On August 18th, Qingdao police said that this farce was purely "making up a script for live shooting" with the purpose of "earning traffic and attracting fans". Its account has been banned indefinitely.

▲ Two donkeys "confront" each other.

According to public reports, the second donkey, formerly known as Jing Yuanlin, was born in rural Heilongjiang Province and worked as a security guard, waiter and seller of grilled squid. Perhaps thanks to the funny genes in the bones, in 2015, when the small video became popular, Er Donkey began to invest in it. From the initial shooting of funny jokes, to making an appointment with other anchors to earn enough attention, and then to catching an express train with live broadcast, traffic has always been the pursuit of Er Donkey. For this reason, he did not hesitate to use vulgarity, showing off wealth, making up scripts and other forms to gain attention.

In 2020, with the collective outbreak of the live broadcast e-commerce industry, the live broadcast business of Erlang also "rises with the tide". In a live broadcast on May 10 of that year, they set a record of "selling for 30 minutes, and the sales of three products exceeded 100 million yuan; Break through 200 million yuan after 100 minutes; In the end, the total sales of the audience for 3 hours reached 310 million yuan.

In June of this year, Erlang’s cargo map was expanded again, and it was combined with another anchor to form the Hanyuan Group. On June 30, the two men made the first live broadcast with goods, and the highest online number in the live broadcast room was close to 4 million, and the GMV successfully exceeded 100 million in 6 hours.

Er Donkey once took a screenshot of the so-called deposit during the live broadcast, claiming that it was 6.8 billion yuan, and threatened to withdraw up to 200,000 yuan a day, which would take more than 100 years to complete.

media comments

You can’t distort values because of money, and you can’t trample on ordinary people.

The upstream news commentary said that Li Jiaqi personally destroyed his basic disk. The rise of "grass-roots" Li Jiaqi was originally a people-friendly route. It is countless ordinary consumers who present a dazzling Li Jiaqi. However, he was cynical about ordinary consumers and personally broke his image of being close to the people. Li Jiaqi’s "rollover" also taught public figures a lesson — — Even if you succeed now, you can’t forget that you are an ordinary person, and you can’t take the fans’ love as a matter of course and condescend to the public.

Shunwang-Jinan Times commented that Li Jiaqi’s "rebellion" was a kind of "arrogance of elites". Li Jiaqi’s remarks personally tore off the painted skin of his understanding and "girl friend". This arrogant remark brought about a series of artificial collapses: Li Jiaqi, who was sent to the "first brother" by ordinary people with real money and silver, finally mocked the poverty of ordinary people. It is a serious "betrayal" for fans who have been squatting in his live broadcast room all the year round, and it is difficult to forgive them lightly.

CCTV commented, Li Jiaqi, stop drifting. Li Jiaqi, who once shouted "Beat down the price", was outspoken for a moment, which caused angry condemnation from online public opinion. We found that many online celebrity and anchors were humble before they made money, but they became very inflated after they made money. Once "gone with the wind", forget the initial intention of doing a good job, and be doomed to be rejected and eliminated.

(Original title: From being anonymous to being worth over 100 million, online celebrity anchor "goes with the wind when it is red"? Six top streams have "overturned")

Source: Upstream News Comprehensive CCTV News, national business daily, Red Star News, Qilu Evening News, North Night Online, Jimu News, Jinan Times and other photo sources/screenshots of social platforms.

Process editor: TF022

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