released the last video on July 14, 2021, Li Ziqi has not been updated for 450 days.
imitates her in an endless stream. The name "Li Ziqi" seems to have been forgotten by more and more people, and has become a "popular Internet celebrity".
But Li Ziqi's fans did not quit, but watched her previous videos repeatedly. There are still 7.71 million fans of Li Ziqi's B station, 51.71 million Douyin fans, and YouTube's viewing volume has increased by more than 300 million in the past year, and the number of fans has also increased by more than 1 million. Many fans of
are calling for her return, so what has she done in the past year or so?
Since July last year, although Li Ziqi has not updated the video, she herself has appeared in various official media interviews and offline activities. After all, most people's perception of Li Ziqi comes from her videos, a fairy who is omnipotent and living a dream idyllic life. This kind of yearning is illusory and unreal, even saying that he is an ideal anime character. Not too much. The frequent interviews and offline activities in recent months have made her a real person, which can also make everyone more sympathetic to her who is fighting against the capitalists.
followed the camera and really got close to Li Ziqi, only to find that she is not as out of reach as shown in the video, she is also like many people, working hard for her dream, she really did it, put her life Integrate into content creation.
In 2016, Li Ziqi's video on Meipai attracted Liu Tongming, the boss of Weinian, who persuaded Li Ziqi to sign the contract with the idea of "letting you do content at ease". Li Ziqi was only responsible for the content. Hangzhou Weinian was responsible for marketing and promotion. Both parties shall bear half of the commercial promotion costs. Judging from the coincidental timeline, after signing the contract, Li Ziqi has indeed moved from Meipai to Weibo, Station B, and even YouTube and the world.
If the timeline stays at that time, the story of Li Ziqi and Liu Tongming should be regarded as the Bole and Maxima of the long video industry.
In 2017, the cooperation between the two parties changed from a contract model to a joint venture model, and Sichuan Zi Culture Communication Co., Ltd. was jointly established. Regarding the cooperation with Li Ziqi, Liu Tongming firmly told investors during the financing in 2017 that he would cherish the brand of Li Ziqi and would not let it be consumed by commercialization. She did not want to place advertisements for her, nor would she want her to give Other brands bring goods, and things have indeed developed like this. When other MCNs intervened in the video content of Internet celebrities for Internet celebrities to receive business, Li Ziqi's video did not have any advertisement placement. When the live broadcast was the most profitable, he did not join the melee, but concentrated on polishing himself. 's video. The content of
is indeed completely decided by Li Ziqi himself, and Wei Nian has never interfered. But this also means that before the official opening of Li Ziqi's Tmall flagship store , Li Ziqi and Weinian can hardly get any income from Li Ziqi's IP. The only way to monetize is in 2017, in order to combat piracy on YouTube, it had to passively go overseas, so as to get the advertising share. In August 2018, Li Ziqi and Forbidden City Foods reached a cooperation, and Li Ziqi's Tmall flagship store opened. Just because the establishment of Sichuan Ziqi Culture was too short, it did not meet the audit qualification requirements of , Tmall and for the settled brands. The two parties agreed to use Hangzhou Weinian as the main body for the application and audit of the store to meet the entry conditions, and for this purpose A specific revenue share ratio was agreed, which paved the way for future conflicts. The
Li Ziqi Tmall flagship store was launched in three days, and 5 products created a sales record of 10 million yuan. However, the real outbreak still has to wait until the launch of snail powder . In 2019, Li Ziqi snail powder was able to sell 200,000 to 300,000 packets a day after it was launched. Thanks to the outbreak of new consumer brands around 2018 and the frequent appearance of Li Ziqi in 2019. It didn't take long for the sales of Li Ziqi brand snail powder to exceed 1 million bags per month, which directly opened an order of magnitude with other old snail powder brands. By 2020, Li Ziqi snail powder has almost monopolized this track, and even directly drove the entire Liuzhou snail powder industry. Coupled with the success of the follow-up lotus root starch and beef sauce , the sales and commercial value of the Li Ziqi brand have soared.
In 2019, the sales of Liziqi snail powder alone reached 1 billion. In the second year, sales of the entire brand reached 1.6 billion. To this end, Weinian specially formed a team of 500 people to provide support for the Li Ziqi brand, including research and development, promotion, quality control, supply chain and other links. At this time, Li Ziqi's content team is still only four people. The success of
Li Ziqi's commercial brand has made Wei Nian's valuation rise rapidly. After ByteDance’s investment in July 2021, Weinian’s valuation has reached 5 billion. But all this can be said to have nothing to do with Li Ziqi, because she does not hold shares in Weinian. So on August 29 last year, Li Ziqi posted this update on her Oasis account, and the next day she went to report to the police and made her dispute with Weinian public.
The difference between Li Ziqi and Wei Nian lies in the value ranking and commercialization concept of the brand Li Ziqi. In the Lu Jian interview, Li Ziqi made it clear that she did not want the word "Li Ziqi" to have too high commercial value in the future. After all, commercialization is a double-edged sword, and what she wants to do more It is to protect the cultural value of the name "Li Ziqi". This is why Li Ziqi said in various interviews that what he wants to do most is to make good video content and guide young people to continue to spread the intangible cultural heritage and revitalize the countryside.
But for a company like Weinian, it must maximize the commercial value of Li Ziqi's brand. If it doesn't make money, how can it support its employees, bosses and investors? In the process of commercialization, whether Li Ziqi created more value, or Wei Nian, which operates the Li Ziqi brand, created more value. key point.
In the eyes of Li Ziqi and his fans, the foundation for the success of Li Ziqi's brand is because of the cultural value established by Li Ziqi himself and his video content, so Li Ziqi should enjoy the company's benefits, and even the company's listing in the future will be able to share big cake.
But the reality is, although Wei Nian has distributed 40 million to Li Ziqi in the past few years, but to put it bluntly, this is a dead salary, she still has no shares in Wei Nian, she is just a part-time worker, even if she has distributed 40 million, it is only a High-paid workers. If you interpret it from the perspective of the company and the workers, it is not difficult to understand the behavior of Wei Nian.
For Wei Nian, you are an artist under our company. No matter how good or bad the company is, I will pay you wages. Even if the company loses money, I will not lose any money to you. As a commercial company, Wei Nian cares about the commercial value of the brand Li Ziqi. Anyone who is more familiar with entrepreneurship knows that it is very normal for a company to lose money in the early stages. The so-called financial freedom of most entrepreneurs today does not come from the company's profits, but from the high valuation of stocks brought by the company's listing.
Therefore, the workers are guaranteed to receive wages during droughts and floods, and the management of the company takes risks to increase profits, which is a matter of course for Wei Nian. The cultural value is indeed built by Li Ziqi, but business and culture are originally operated separately. The operation and supply chain construction behind Wei Nian’s own is the reason why the commercial value of Li Ziqi, a consumer goods brand, can rise.
After all, except that Li Ziqi will release a new video every time before launching a new product, she has not done any additional publicity, and even the relationship between this video and the real product is not particularly big. When Wei Nian himself promoted the product, he also asked to distinguish Li Ziqi from the product, and try not to mention Li Ziqi but only mention the quality, taste, taste, and usage scenarios of the product. It can be said that Li Ziqi himself and his videos have been cut to a certain extent with Li Ziqi's series of consumer products. The rise of the
internet celebrity is always accompanied by the expectation and imagination of countless fans. When we look at these public figures, we always unconsciously add a few layers of filters and stick a few labels to make them infinitely close to the most perfect imagination in our hearts.
It's a pity that most people can't do it, as long as the moon doesn't want the sixpence Li Ziqi to be independent and to build a unique world with beautiful lenses. But no one can deny that he still needs commercial support, himself and his team. If
has a business, it is inevitable that there will be uneven distribution and disputes, and no matter how immortal it is, it will be pulled back to the ground. What about Li Ziqi?so what? This is the real world, you can win applause by uniqueness, but you must return to the existing rules of the game to find a living space.
