China slapped an unprecedented $295 million fine on top livestreamer Viya for tax evasion, stepping up President Xi Jinping’s crackdown on online influencers
China slapped an unprecedented 1.34 billion yuan fine on a top livestreamer for tax evasion, stepping up President Xi Jinping’s crackdown on online influencers who have grown wildly popular in recent years.
“I totally accept the decision of the tax regulator and will actively collect funds to pay the fines within the deadline,” she wrote.The fine is the biggest yet for online salespeople such as Viya, who each night compete to convince shoppers to spend millions of dollars on items such as cosmetics, appliances and clothing. The influencer is one of the biggest stars on Alibaba’s Taobao marketplace, drawing traffic and driving consumption.
Government departments need to better coordinate and boost efforts to regulate the livestreaming industry and crack down on tax evasion, the official Xinhua News Agency said on Tuesday. Livestreaming is part variety show, part infomercial and part group chat - a format pioneered in China that has grown more popular since the pandemic started. Livestreaming sales are expected to reach more than 1.2 trillion yuan this year, up from just 19 billion yuan in 2017, according to the research firm iiMedia.
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