Ali's first fiscal revenue was 205.56 billion yuan; official investigation of the Rainbow couple tax issues

CBNDATA E -commerce Marketing Weekly focuses on the field of e -commerce marketing,#c c#,#platform dynamics#,#红 c#,#report selection#Section Select e -commerce marketing industry events, mainstream platform dynamics, worth reading reports Essence Every Friday, accumulate small knowledge with us and see micro -trends.

Industry news

Since April, 16 key live broadcast and short video platforms have settled 563,000 illegal live broadcast rooms

On July 30, the WeChat public account of "Internet Council China" announced that since April 2022, the Central Cyber ​​Information Office will carry out a three -month "clear -and -rectification network broadcast, short video chaos" special project with relevant departments. Action, focus on rectifying illegal content such as "color, ugliness, strange, false, vulgar, gambling" and other illegal contents to show chaos, strictly rectifying the disorders, "Internet celebrity chaos", rewards, illegal profit, malicious marketing, etc. question.

According to reports, during the special operation, various live broadcasts and short video platforms actively carried out self -inspection and self -correction, comprehensively rectified the problems in accordance with the issues, and actively dealt with violations in accordance with the law. 16 key live broadcasts and short video platforms such as Douyin, Taobao, WeChat video number have 563,000 illegal live broadcast rooms, 2.351 million short videos of illegal regulations, 120,000 illegal user accounts, disposal punishment illegal anchor, short video account number number 218,600. (Source: Net News China WeChat public account)

Platform dynamic

The first quarter revenue of Ali 2023 fiscal year was 205.56 billion yuan; Alibaba's self -operated Meow Suda Electric Taobao flagship store was officially launched; Tmall App announced a new upgrade, mainly involving three changes

① On August 4, Alibaba Group announced the first quarter of fiscal year in fiscal year (3 months ended June 30, 2022). According to the financial report, Alibaba's first quarter revenue was 205.56 billion yuan, and operating profit decreased by 19%year -on -year to 24.94 billion yuan, and net profit decreased by 53%year -on -year to 20.30 billion yuan.

Judging from the business sector, China's commercial revenue dropped by 1%to 141.94 billion yuan. The growth of international business, local life and rookie revenue was 2%, 5%, and 5%, respectively. Cloud computing revenue growth has also slowed down, only 10%year -on -year to 17.69 billion yuan. The revenue of digital media and entertainment sectors fell 10%to 7.23 billion yuan, and innovative business and revenue decreased by 30%to 2.75 billion yuan.

At the operating level, the 12 months ended June 30, 2022, more than 123 million consumers spent more than RMB 10,000 in Taobao Tmall's annual consumption; 88VIP membership scale reached 25 million. In terms of sinking markets, the payment GMV of the M2C (source direct supply model) of Taobao and Taotei (source direct supply model) increased by more than 40%year -on -year, and the GMV of Taoshisa was over 200%year -on -year. (Source: Sohu Technology)

② On August 3, Alibaba's self -operated Meow Suda Electric Taobao flagship store was officially launched. Meow Suda Electric is a new brand of Alibaba B2C Retail Division. It is an Ali self -operated electrical shop. The product is covered with mobile phones, computer tablets, refrigerators, washing machines, digital accessories, home appliances and other categories. Unlike the brand's official flagship store, the ownership of Meow Suda stores belongs to the platform and shipped directly to consumers; in terms of product experience, emphasize official self -employment and pay more attention to service and transaction performance. In addition, the store emphasizes the official cooperation genuine products, the brand is directly operated, and the fake one pays four; the goods are distributed by self -operated logistics, and the households can be reserved to be delivered. (Source: Yibang Power)

③ The mobile phone Tmall APP announced a new upgrade to the outside world, and released the "Special Edition", which mainly involves three changes: First, the product recommendation is upgraded by "Guess You Like" to choose. Commodity; second, the "Paipai Enjoy" function is added on the homepage. When you find the same model, from recommending a variety of factors, sales, service and other factors, only one is the best one; the third is to support screening and delivery of on -site products , Users can take the initiative to choose products that can deliver the door to improve the purchase experience. (Source: China Economic News Network)

Douyin 818 promotion is about to start, some products of Douyin Mall have opened pre -sale

Douyin 818 discovered that the good object festival will be officially opened on August 6, covering the dimensions of drainage conversion, content production, new marketing, and after -sales service. Operating needs. In addition, the pan -mall covering the entrances of Douyin Mall, Douyin Search, Store/Window, etc. As one of the important positions of Douyin 818 this year, many new measures have also been launched. For example Activities help merchants to increase sales, and help merchants to obtain traffic from two aspects: business operation and malls. (Source: Douyin e -commerce marketing observation)

Kuaishou upgrade support plan to help creators grow, merchants cold, and improve people's matching efficiency

① At the 20122 Kuaishou Photo Creator Conference, Kuaishou announced that it would fully upgrade the photosynthesis plan, invested 100 billion cash and 100 billion traffic throughout the year to help the creators grow, and matched personalized incentives for creators from different cycles from entering to growth.

Wang Jianwei, Senior Vice President of Kuaishou, said that this year, Kuaishou also puts the internal test creator version of the APP to further promote the standardization of the creator service service, providing creators with full -chain services such as analytical diagnosis, creative inspiration, the list of authors on the entire station, and exclusive event notice. (Source: 36 氪)

② On August 4th, at the "2022 Wind Creation · Quick E -commerce Service Provider Conference", the senior vice president of Kuaishou and the person in charge of the fast -handed e -commerce company Xiaogu interpreted the new traffic strategy and new business logic, indicating that the new merchant entered the bureau. A new path to realize the cold enlightenment is to introduce traffic from the discovery page of the public domain, realize the first purchase of consumers in their own store, and attract consumers to become fans. Quick -handed e -commerce launched the "Wind Creation Plan 2.0" at the conference: On the one hand, through the Qingyun plan, it continuously provides the exclusive traffic of cold opening, so that more new merchants can get new traffic and become a new supply of the platform; the other party is through the product through the product. , Data, 100 million cash, investment and other methods to comprehensively improve the ability of e -commerce service providers. The conference happened to be a node for the first anniversary of the brand strategic practice of fast -handed e -commerce. At the meeting, Zhang Yipeng, the person in charge of the fast -handed e -commerce KA brand operation, announced the upgrading of the brand business methodology STEPS 2.0, and launched the newly -entered emerging brand support plan and brand Leng Qi support plan based on existing large brand support policies. Compared with STEPS 1.0, Steps 2.0 emphasizes the combination of "brand self -a broadcasting" and "dialogue distribution". "Public traffic blessing" is combined with "private domain operation repurchase", and the strategy of paying attention to the selection of cargo dimensions. Zhang Yipeng said, "In 2022, he will insist on making a big brand. The goal is to achieve 100 billion -level brand business scale and create 330 brands that can break 100 million in fast -handed ecosystems." (Source: fast -handed e -commerce)

WeChat video number is online for personal columns, which can personalize and centralize the characteristics

WeChat officially announced on August 1 that WeChat video number opened a live broadcast column. For creators, you can start multiple live broadcast contents at the same time, just like a personal show. Everyone can create their own special live broadcast pages on the video number, and individually concentrate the characteristics of the anchor, such as live broadcast arrangements, previews, personal introduction, etc., but each anchor can only have one "personal column". (Source: Phoenix Network Technology)

CEO Liu Nan: The golden age of vertical e -commerce has passed, and it will transform to the brand

On August 2nd, one month after the announcement of the Milk Er APP, Liu Nan, the founder and CEO of Honey Bud, held a media communication meeting. Talking about why the honey bud APP is turned off, Liu Nan explained that the most fundamental reason is that the golden era of vertical e -commerce has passed. The Honey Bud APP has completed the historical mission. As the founder, she needs to lead the company to transform. After discussing with shareholders, Liu Nan decided to make the "Rabbit Tuto Mom" ​​brand, and carried out spin -off and reorganization of Honey Bud, which completed the transformation from the e -commerce platform to the brand company. It is reported that the brand focuses on the aging of children aged 0-12. In the first half of 2022, sales revenue exceeded 200 million, exceeding the annual data of 2021. Liu Nan said that the current honey bud funds were sufficient and basically achieved a profit and loss balance in May this year. For the time being, the new financing plan was not considered, but new financing may be made in the upstream and downstream of the industry in the future. (Source: Interface News)

TIKTOK advertising covers over 1 billion per month, and increases more than 500,000 users a day

The latest data published in byte beating advertising resources shows that Tiktok ads now cover people over 1 billion or more. This means that Tiktok advertising now covers 22.9%of all adults abroad every month. According to statistics, in the past three months, its global advertising coverage has increased by 52 million. This is slightly lower than the speed in the previous quarter, but it still means that Tiktok adds more than 500,000 users a day.

In April 2022, TIKTOK's advertising audience data showed that the platform's global audiences accounted for 56.0%, and male audiences accounted for 44.0%. According to Data.AI's latest application ranking, Tiktok still occupies the top three, second only to Instagram and Facebook. (Source: E -commerce News)

Celebrity observation

Oriental selection exceeded 600 million sales in July; Yu Minhong said that the Oriental selection was allowed to lose money for five years; the anchors selected by the Oriental income annually

① Cicada Mom data shows that the sales room in the East selection exceeded 600 million in July. In July, the East selection was broadcast 31 games, and the number of viewers exceeded 700 million, and the average number of viewers exceeded 20 million, which was not much different from the popularity data in June. This proves that the content of the Eastern selection of high -quality live broadcast rooms has a continuous attraction to Douyin users. (Source: cicada mother)

② In the closing speech of the Tianjin Summit at the 2022 Yabuli China Entrepreneurs Forum, Yu Minhong, chairman of the New Oriental Education Technology Group, said in the selection of Oriental selection of its live broadcast platform, "Do not worry about it, allow losses for five years, and there is no problem with losing 100 million yuan each year. "" I have never asked New Oriental to revenue for the New Year and the annual profit, and there is no GMV request for Oriental selection. I can get up, i doCare. "(Source: Interface News)

③ Yu Minhong said that when the anchor selected by the Oriental was previously a teacher, his annual income was up to one million. Now he has been an anchor for a maximum of 200,000 and 300,000, but he is still willing to fight together. He believes that the team's spirit is very important. The important reason why New Oriental can make achievements is that the team members have not dispersed, the soul is not dispersed, and someone is here. (Source: First Finance)

The Rainbow couple exposed the net profit of 4 million yuan a day. The Chengdu tax department intervened in the investigation. Recently, the Douyin anchor Rainbow couple released a video to respond to netizens' curiosity about their live broadcast income. She said that a day live broadcast of 230 million yuan, of which the cost of welfare, blessing bags, and research spent about 10 million, and finally made about 4 million net profit, and donated about 1 million, which was equivalent to more than 3 million yuan a day. In response, netizens questioned whether the sales of the sales of the goods were true, and whether the anchor had paid taxes in accordance with the law. It is reported that the "Rainbow couple" account has been bound to "colorful is the rainbow" corporate store. In the past live broadcast, it mainly sold parity products such as home daily use, mother, baby, food and beverages.

On August 4th, a reporter from the Beijing Youth Daily learned from the Evaluation Bureau of the Chengdu Taxation Bureau of the State Administration of Taxation that the tax audit department has received real -name reports on the tax situation of the enterprise. "Enterprise, the report has been involved in the investigation. (Source: Beijing Youth Daily)

Roman Luo Min is suspected to withdraw from Douyin

On August 2nd, a reporter found that Luo Min quit Douyin, and his vibrato account was renamed from "Boss Luo" to "Qundian Prefabrication". The original avatar was Luo Min's photo, and now it has become the cartoon image of Qubian. All the videos related to Luo Min have been released before have been deleted. Introduction to delete all information about Luo Min. On August 1st, Luo Min posted the news in the fan base, saying that he "may not have some time will not be broadcast live in front of the camera, and the later work will focus on supply chain, vegetable research and development, food quality, etc." (Source: Blue Whale Finance Economics )

Liu Genghong's application for registration of "cultivation" trademark

Tianyancha APP shows that recently, talent planet (Hong Kong) Co., Ltd. has applied for registering multiple "cultivation", "cultivation of lian" and "vivicycle" trademarks. The international classification includes fitness equipment, education and entertainment, beer drinks, etc. Earlier, the company has applied for "Liu Genghong", "Liu Genghong Girl", and "Fertilizer Caica" trademarks. The current state is waiting for the substantial review or trademark application.

The superstar legendary prospectus shows that in November 2021, the superstar legend and Liu Genghong established the talent planet (Hong Kong) Co., Ltd., the two parties held 70%and 30%of them, which aims to engage in KOL training and cooperate with each MCN. (Source: Tianyancha, Time Finance)

Luo Yonghao was prosecuted for a dispute over a sales contract

According to the company's investigation information, recently, Luo Yonghao and Beijing made friends Digital Technology Co., Ltd. jointly involved cases of contract disputes together. According to the information, the plaintiff of the dispute case was Gao Moumou, and the defendant included: Mengdu Sheyang Industry Food Co., Ltd., Inner Mongolia, Beijing to make friends Digital Technology Co., Ltd., Luo Yonghao. The company's trial time was 09:30 on August 3, 2022. The court of court was the 25th trial court of the Jiangjin District People's Court of Chongqing. According to reports, Luo Yonghao has now withdrawn from the management of a friend company, and his identity has also changed from "Chief Goods Recommended Officer" to "Chief Brand Supervisor". (Source: E -commerce News)

Report selection

Cicada mother: "2022 Douyin E -commerce Industry Report in the first half of the year"

In the first half of 2022, Douyin e -commerce ecology has experienced an anchor more replacement and the brand's self -a broadcast continues to make efforts. In May, Douyin e -commerce announced that it has been upgraded from "interest e -commerce" to "global interest e -commerce". Under the changes, which categories are the fastest growing categories of Douyin? What are the new opportunities in the Douyin e -commerce industry? Recently, the cicada mother released the "2022 Douyin E -commerce Industry Report for the first half of the year", which revealed the segmentation of Douyin e -commerce from the data level.

Report content selected:

1. The core indicators of Douyin e -commerce have increased significantly in the first half of the year, and sales and sales have increased by more than 140%year -on -year. The number of goods in small shops has exceeded the 100 million mark.

2. Clothing underwear has been a large category of Douyin e -commerce sales for a long time, and is mainly for women's clothing sales; furniture, building materials, medical care and pet supplies have a major synchronization growth rate of more than 400%, showing that the growth potential of the niche industry is sufficient. Essence

3. From the perspective of the brand structure, the brand survival rate of the book, audiovisual and pet products industry is high, and the competitive environment is relatively good. High, on the other hand, the industry's market share is limited.

4. In 2022, the average rising fans of the echelons have declined significantly. Among them, the shoulder experts in the 1 million -5 million fan interval declined the most seriously, and the average daily increased volume decreased by 31%year -on -year.

- END -