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{调取该文章的TAG关键词}|Can Taobao Livestream Afford to Lose its Top Influencer Viya?( 二 )


Although Taobao, Kuaishou and Douyin tapped into e-commerce livestream at different times, they all have their signature influencers. Taobao livestream has Viya and Austin Li. Kuaishou and Douyin, on the other hand, have Xin Youzhi and Luo Yonghao respectively.
As of June 2021, the audience base of online livestreaming reached 638 million, 384 million of which watched e-commerce livestream, according to a report released by the China Internet Network Information Center. E-commerce livestreaming audience accounted for 38% of the total livestreaming viewers in China.
The growing audience of e-commerce livestream allowed influencers to make tons of money while driving Taobao, Douyin and Kuaishou’s e-commerce business forward.
Taobao Livestream’s GMV (Gross Merchandise Value) reached 400 billion yuan for the entire 2020 while Kuaishou’s GMW hit 381.2 billion yuan during the same time, fiscal reports show.
Douyin’s GMV, on the other hand, grew to more than 500 billion yuan in 2020, which is three times greater than that in 2019, LatePost reported.
In 2020, China’s e-commerce livestream industry reached 1.05 trillion yuan, a number that is expected to grow to 2 trillion yuan in 2021, a report on the e-commerce livestream industry released by KPMG and Alibaba Research Institute shows.
The rapid rise of the e-commerce livestream industry naturally caught the attention of tax inspection authorities.
The State Taxation Administration of China announced in September this year that relevant authorities shall enhance taxation inspection of e-commerce livestreamers and emphasized that authorities shall notify livestreamers with taxation issues to rectify their operation and pay up their tax.
As tax inspection authorities tighten up control over the e-commerce livestream industry, tax-related costs will increase for livestreamers and their companies. Small and mid-sized livestreamers with low transaction volume might even have to exit from the business because it will be no longer profitable for them.
The fall of top influencers such as Viya and Cherie might restructure the entire industry as the power that third-party independent livestreamers hold gradually decreases.
What happens if Taobao Livestream loses Viya?Viya’s livestreaming channel on Taobao has been banned and its resumption is still pending.
In 2020, Viya sold 31.09 billion yuan of goods while Taobao Livestream’s GMV was a little over 400 billion yuan. This means Viya contributed around 8% of the total GMV on Taobao Livestream. Austin Li, another top livestream influencer on Taobao Livestream, garnered a transaction volume of 21.86 billion yuan. Viya and Li accounted for about 13% of the total GMV on Taobao Livestream.
The public has been itching to learn whether Li has paid his tax in compliance with the tax law after Viya’s tax evasion case was reported.
Even if Viya could resume her livestreaming channel after paying up the fine and her tax, her reputation will no longer be intact.
Losing Viya will have a significant impact on Taobao Livestream’s GMV and growth.
There is more to top influencers’ relationship with e-commerce livestreaming platforms.
Kuaishou versus Xin Youzhi is a perfect case to put the conflicting relationship between top influencers and livestreaming platforms into perspective.
In 2019, Xin’s team already accounted for around 22% of the total GMV on Kuaishou. Faced with Xin’s growing power on the platform, Kuaishou took measures to curb Xin’s growth. In June this year, Xin publicly called out Kuaishou on his livestreaming channel, accusing Kuaishou of exploiting livestreamers and limiting traffic to his channel. Xin even sued Kuaishou, according to open information on Tianyancha.
Taobao has similar issues with top influencers on its platform as well. Analysts once asked Alibaba’s CEO Zhang Yong whether Taobao would distribute traffic to influencers in a more balanced way because more and more traffic and transactions were going to top influencers in the field.

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