Li Jiaqi: Meizhi has 1,200 employees and serves 170 million users on the entire network
When talking about live streaming and selling goods, when it comes to anchors, Li Jiaqi’s name is absolutely indispensable. Nowadays, Li Jiaqi’s status as “the number one live broadcaster” has not been shaken for the time being. However, Li Jiaqi's success is not the success of one person, but the success of the entire team. It can be said that the entire Meizhi Company is the reason for Li Jiaqi's success.
So, how far has the beauty behind Li Jiaqi grown? According to
public information, since its establishment in 2014, Meizhi has successfully incubated and operated many of its own IPs such as Li Jiaqi’s live broadcast room, Naiva Family, Li Jiaqi’s new product show, Li Jiaqi’s small classroom, etc., and has grown into a leading enterprise in the live broadcast e-commerce industry. .
Recently, at the Shanghai-Hong Kong Innovation Cooperation Forum, Li Jiaqi, an e-commerce anchor and partner of Meizhi, gave a speech. He mentioned, “Meizhi has been deeply involved in live broadcast e-commerce for 9 years, with 30 anchors, 200 positions, and more than 600 people. Colleagues in the middle and back offices of the live broadcast room, 1,200 employees in the entire company, and hundreds of thousands of brand partners who have cooperated for many years, together we serve 170 million users of on the entire network."
It is worth mentioning that last year, In April, Meishan was selected into the "2023 Hurun Global Unicorn List" with a valuation of 41.5 billion yuan, ranking 123rd. Today, the size of Meishi is close to that of an e-commerce platform. Take Vipshop as an example. When the US stock market closed on January 30, Vipshop’s latest market value reached 61.5 billion yuan. According to valuation calculations, the size of Meizhi is already 66% of Vipshop’s market value, and there is huge room for future growth. In the
live broadcast e-commerce industry, GMV (total transaction volume) is one of the important indicators of the platform, which to some extent can reflect the company's transaction size and growth. In May last year, a third-party data platform announced the annual sales of several major live broadcast organizations. The highest among them was Meizhi signed by Li Jiaqi. Meizhi GMV exceeded 65 billion yuan in 2022 ; followed by Simba's Xinxuan Group.
Xinxuan Group's 2022 battle report shows that Xinxuan Group's total transaction volume in 2022 will reach 50 billion yuan, with 11,000+ cooperative brands and 3,000+ cooperative factories. In terms of users, more than 80 million users have placed orders with Xinxuan Group.
On Double 11 in 2023, some media reported that Li Jiaqi’s sales reached 9.5 billion on the first day. Double 11 has just ended, and there are market rumors that Li Jiaqi’s live broadcast revenue exceeded 25 billion. However, Meizhi quickly responded to this, saying that the data was untrue and that Double 11 receipts and data statistics were far from over.
Market analysts analyze that in the second half of 2023, although Li Jiaqi has been involved in public opinion turmoil one after another, his appeal and influence are still very strong. From becoming popular to now, Li Jiaqi has accumulated a large number of loyal fans. After Li Jiaqi's crisis, he continued to carry out live broadcasts as usual, so the data should not be too ugly.
Speaking of this, we also have to talk about Li Jiaqi’s boss and the founder of Meishi - Qi Zhenbo. In the industry, Qi Zhenbo appears to be extremely low-key, but his strength cannot be underestimated.
In June last year, in the "2023 New Fortune 500 Rich List", Qi Zhenbo ranked 242nd with a wealth of 15.98 billion. Although the ranking is not high, among these 500 people, he is the only boss from the mcn industry. In other words, he has become the richest man in the mcn industry . It is worth mentioning that before Qi Zhenbo, Wei Ya and Dong Haifeng ranked 490th in 2021 with a net worth of 9 billion. After taking stock of
, we can find that the scale of the beauty behind Li Jiaqi is getting bigger and bigger, and the development momentum is also quite rapid.
Beauty Wrist’s “de-Li Jiaqiization” will continue
However, it should be noted that Beauty Wrist is also facing challenges.
In November last year, the Shanghai Higher People's Court announced a criminal verdict involving an American investment specialist who took advantage of his position to accept more than one million yuan in favors from merchants. Subsequently, the topic "Li Jiaqi Company's investment specialist received over one million in benefits" also became a hot search topic.
released a statement late at night, stating that the company had immediately terminated the employee's labor contract after learning that coercive measures had been taken against him. Despite this, the disclosure of this investment and corruption incident will still have a negative impact on the image of American wristwatches to some extent.
For Li Jiaqi, 2023 can be said to be a year of constant turmoil. After experiencing the "Huaxizi Eyebrow Pen" controversy and the "lower price agreement" dispute, his personal image and reputation have inevitably been affected. As an anchor selling goods, these controversies have also greatly reduced consumers' trust in Li Jiaqi.
In fact, last year, major anchors were more or less involved in public opinion turmoil, and the market once again set off discussions about "de-heading".
It is worth mentioning that in January 2024, a new Chinese-style top promoted by Li Jiaqi in the live broadcast room was accused of being a shroud because of its "Zuo Xie" style, which once again aroused heated discussion. Some netizens believed that Li Jiaqi's team was not rigorous in selecting products, which exposed the problem of insufficient cultural accomplishment. According to market analysts, in 2024, the "de-Li Jiaqi" trend of may continue with .
Judging from the actions of Mei Wan, the "de-Li Jiaqi transformation" has already begun. In 2022, Meizhi launched a new live broadcast room - All Girls, which received 7.69 million views on the first day of broadcast. Less than a month after the All Girls Live Broadcast Room was opened, Meizhi once again opened a new live broadcast room called "All Girls' Wardrobe". The principle of not putting eggs in one basket is that Meishi is using a matrix method to incubate waist anchors.
In February 2023, Meizhi launched the variety show "All Girls Anchors" to select and train anchors. At the same time, compared with the past, Li Jiaqi also reduced the live broadcast time and increased the opportunities for new people to appear. But judging from the results, the effect of de-heading beautiful wrist is not very satisfactory .
Judging from the official website of Meizhi Company, Li Jiaqi occupies the absolute C position. For example, the company’s core sections are divided into Li Jiaqi’s live broadcast room, Li Jiaqi’s new product show, Li Jiaqi’s small classroom, Neva family, and brand co-creation. We can see that, The core point of propaganda still lies in Li Jiaqi.
After experiencing the "Huaxizi Eyebrow Pencil" incident and the "minimum price agreement" turmoil, Li Jiaqi is still carrying the banner and maintaining a certain rhythm of live broadcasts. Facts have also proved that Li Jiaqi is Li Jiaqi, and it is really difficult for the industry to copy the "second Li Jiaqi". Today, Li Jiaqi’s number of fans on Taobao has reached 82.881 million. In Meizhi Company, after Li Jiaqi, the two anchors Wangwang and Qingzi are relatively well-known, but they are still far behind.
In fact, in the live broadcast e-commerce industry, no one can say that it has completely completed the "de-heading". For example, Dong Yuhui is still a "signature" of Oriental Selection. Under the leadership of Dong Yuhui, the newly opened Live Broadcast Room with Hui performed very well and once stole the "leadlight" of Oriental Selection. Recently, according to Dong Yuhui, the Live With Hui studio sold 800 million in 20 days, which shows its appeal and influence. In the short term, the industry has still not gotten rid of its dependence on top anchors.
Take stock of other domestic leading live broadcast agencies
According to data from the Ministry of Commerce, online retail sales in 2023 will be 15.42 trillion yuan, an increase of 11%. From January to October, live broadcast sales exceeded 2.2 trillion yuan, a year-on-year increase of 58.9%, accounting for 18.1% of online retail sales, driving online zero growth by 7.5 percentage points. In the past year, live streaming e-commerce has developed rapidly and competition has been fierce.
In addition to Meishan, how are other mcn organizations in the industry developing?
Simba’s Xinxuan Group’s gmv will exceed 50 billion yuan in 2023 . Recently, Xinxuan announced data that the total GMV of Xinxuan’s New Year’s Day goods exceeded 6.637 billion yuan, an increase of 66.74% over last year. The total sales volume exceeded 131 million pieces, an increase of more than 100% year-on-year. The total live broadcast viewing popularity exceeded 690 million, an increase year-on-year. 2.5 times.
In 2023, Brother Yang was frequently searched and became one of the most popular anchors. The Three Sheep Group founded by Brother Yang is also growing at an alarming rate. According to data, the gmv of the Three Sheep Group will reach 30 billion in 2023. At present, Three Sheep has started to bring goods overseas. The first stop is Singapore. The delivery mode is to unite overseas experts to empower live broadcasts to bring goods.
Yuanwang Technology is known as "the first live streaming e-commerce stock". On January 30, Yuanwang Technology released a performance forecast, predicting that the company's net profit loss for 2023 would be between 800 million yuan and 1.2 billion yuan, and the amount of losses would expand. Yuanwang Technology said that in the future, the company will continue to invest a lot of energy in the construction of the star and talent matrix to further expand its influence in the industry.Oriental Selection, on the other side of
, released its interim results for fiscal year 2024 on January 24. For the six months ended November 30, 2023, total revenue was 2.795 billion yuan, a year-on-year increase of 34.4%, and net profit was 249 million yuan, a year-on-year decrease of 57.4%. Among them, Oriental Selection’s GMV within half a year reached 5.7 billion yuan. The total revenue of self-operated products and live broadcast e-commerce division increased by 36.6% to 2.41 billion yuan. The total revenue of self-operated products reached approximately 1.9 billion yuan. According to market sources, Oriental Selection intends to expand overseas and may cooperate with TikTok in terms of overseas supply chain.
In general, 2023 has come to an end and achievements have become history. In 2024, it is foreseeable that the competition among the major live broadcast organizations will become increasingly fierce, and the good show will continue to be staged.
author | Li Ying
