How much tax do Internet celebrity anchors with an annual income of more than 100 million pay? Reveal the tax saving methods of "Li Jiaqis"
Net celebrity live streaming to make money is nothing new. In addition to common entertainment anchors, the e-commerce industry has also seen a live broadcast frenzy in recent years. In 2019, Li Jiaqi caught fire. It is said that he can earn nearly 200 million yuan a year by himself, which is higher than the profitability of 60% of listed companies!
This year, affected by the epidemic, the offline real economy has been hit hard, and various industries have begun to turn to the front. A large number of Internet celebrities and even celebrities have also joined the live broadcast camp. Not long ago, the Ministry of Human Resources and Social Security announced the proposed addition of 10 new occupations, "Internet marketers" are impressively listed, and the "live-streaming salesperson" job category has been added.
With the blowout development and policy support, the strong commercial value of the emerging industry of live streaming has attracted countless people. While Internet celebrities rely on live streaming to obtain huge income, the tax-related situation of live streaming has become a major issue. Concerns. So how much tax does the Internet celebrity anchors have to pay for making so much money?
To know how much tax to pay, you must first know how much income you have. At present, the income of mainstream streaming anchors can be roughly divided into three categories: pit fees, sales rebates and fan rewards.
Pit fee: refers to the entry fee paid by the merchant when the product appears in the live broadcast room of the host. According to the different order of appearance, the pit fee will be different. Usually the price of a pit will exceed 40,000 yuan, and it will Sales are irrelevant.
Sales rebate: refers to a certain percentage of commission given by the merchant to the anchor based on the actual sales of the goods, and the general percentage is between 25% and 40%.
Fan rewards: The anchor receives a virtual gift from fans on the live broadcast platform, and the gift can be withdrawn.
Take Li Jiaqi as an example. His pit fee starts at 60,000, and each live broadcast has at least 20 product recommendations, and the pit fee is at least 1.2 million;
If its single live broadcast turnover is 40 million (in fact, Li Jiaqi’s single-day sales in 618 this year is as high as 180 million), assuming the product profit point is 30% and the rebate rate is 30%, then the sales rebate for a live broadcast is 40 million x 30% x 30%=3.6 million;
Set a single fan reward to 50,000 yuan, and a total income of a live broadcast: 1.2 million yuan in pit fees + 3.6 million yuan in sales rebates + 50,000 yuan in fan rewards = 4.85 million.
Li Jiaqi’s live broadcasts totaled 389 games a year, and conservatively estimated annual income as high as 4.85 million x 389 games = 189 million! Even if you subtract platform commissions, company commissions, team dividends, etc., you can still see that this profession has Amazingly high income.
To analyze the tax-related situation of an industry, it is necessary to understand its commercial nature and interest relationships. The logic of the entire industry chain for live streaming is that merchants reach transactions with consumers on the live broadcast platform through the anchor. There are different modes of bringing goods, and the corresponding tax-related issues will be different. Next, according to the three types of live streaming Operation model to do detailed tax-related analysis.
01The employees of the merchant company live broadcast the goods by themselves
Some companies will arrange their employees to sell goods through live broadcast. In this mode, the anchors who bring the goods are the employees of the company. Live broadcast is part of their work. Both sales and fan rewards belong to the company's income. Finally, the company gives the anchors All settlements are treated as wages and salaries, and personal income tax is paid according to the 7-level progressive system.
02 Independent anchors hired by merchants
The second mode is that the merchant directly signs a cooperation agreement with the individual host, which is equivalent to the host providing promotion services to the merchant. The live broadcast income belongs to the host’s labor compensation income. The specific tax situation is as follows:
Personal Income Tax
The pit fee and commission obtained by the anchor through the live broadcast will be levied on the personal income tax based on the income from the labor service remuneration, which is calculated on a per-time basis, and the pre-tax rate is 20%-40%.
The tax-related calculation method of labor compensation income is as follows (single income):
Below 4000 yuan: tax payable = (income-800) × 20%
4000-20000 yuan: tax payable = income (including 20000) × (1-20%) × 20%
20000-50000 yuan: tax payable = income (including 50000) × (1-20%) × 30%-2000
Above 50000 yuan: tax payable = income × (1-20%) × 40% -7000
It should be noted here that the fan rewards obtained by the anchor, if it is first entered into the sales company account, and then settled by the company to the anchor, then the reward will be counted as the anchor’s labor remuneration; but if the reward is entered by the anchor Personal accounts must be used as incidental income to calculate personal income tax.
Calculation formula: taxable amount of incidental income = single income × applicable tax rate 20%
VAT + additional tax
A single remuneration for labor service income less than or equal to 500 yuan is exempt from value-added tax, but when a single remuneration is greater than 500 yuan, a 3% value-added tax shall be levied, and an additional tax shall be paid at 10% to 12% of the value-added tax.
03 Merchants cooperate with anchor studios/companies
In the third mode, in order to ensure sales, merchants directly find high-traffic and well-known top anchors to cooperate, and these anchors generally have their own studios or affiliated companies. The tax-related situation of this mode is as follows:
The anchor sets up a personal studio
The anchor provides live broadcast services in the name of a personal studio, and the live broadcast income becomes "operating income" and pays personal income tax according to the 5-level progressive system; it also needs to pay value-added tax and additional taxes based on the provision of radio and film services.
The anchor establishes or joins the company
If the anchor has a company, its live broadcast income is regarded as the company's business income, and it must first pay corporate income tax, and then pay value-added tax and additional taxes according to the type of service provided.
Tax-related analysis of live streaming industry
The live broadcast industry has high profits, but relatively, its tax burden is also very high. Let's take a personal anchor as an example to look at the tax-related calculations in the live delivery of goods (here only the simple pre-withholding calculation is made, and the annual financial settlement is not considered for the time being).
Suppose that independent personal anchor Xiao U signs a promotion agreement with a company, and finally obtains 1 million yuan in pit fees and commissions, 50,000 yuan in fan rewards (fans reward through Xiao U's personal account), and Xiao U income The tax calculations are as follows:
Tax payable for labor compensation income = 1 million × (1-20%) × 40% -7000 = 313,000 yuan
Accidental income tax payable = 50,000 × 20% = 10,000 yuan
Value-added tax payable = 1 million × 3% = 30,000 yuan
Additional tax payable = 30,000 × 12% = 3,600 yuan
Total tax payable = 313 thousand + 10,000 + 30,000 + 0.36 million = 356,600 yuan
It can be seen that if it is an independent anchor, the individual's one-time income comprehensive income plus value-added tax and additional taxes, the income of 1.05 million will eventually need to pay a tax of 356,600 yuan, which is even more than one-third of the income! The influx of a large number of practitioners and fierce competition have made the income of non-head anchors not optimistic. In addition to the extremely high personal tax burden, it is no longer good to bring goods to the anchors.
Although taxes are inevitable, they can be saved through legal and compliance methods. For example, the establishment of a personal studio is a good choice. The personal income of the anchor is converted into the income of business operations. The individual tax is 0.5%-2.1%, and the comprehensive tax burden is about 4.86%, so as to achieve the purpose of not affecting development and legally saving taxes. . This is also the reason why more and more Internet celebrities choose to set up personal studios.
In addition, it is also very important to learn how to make a reasonable layout. Different places will have different resources. Through layout optimization, not only can you reasonably and legally enjoy tax preferential policies, but you can also optimize and reengineer the original business processes or business models. The delivery anchors want to earn more, and tax planning must be a compulsory course! In fact, it is not only the live delivery industry, but all walks of life need legal tax saving.