Weiya left the live broadcast room and broke into the short drama industry.
Recently, multiple media reported that Qianmeng Culture, established by Qianxun Company where Wei Ya works, released promotional posters for three short dramas "Substitute Boyfriend", "My Nanny Is Here" and "Don't Fall in Love with Your Brother". Dong Haifeng (husband of Wei Ya, CEO of Qianxun) appears on the poster as the producer. The short series is expected to start production in mid-to-late June and will be launched on Douyin and other platforms.
At the same time, during June 18 this year, Wei Ya "killed" the Wei Ya Carnival.
On May 31, Qianyu (Hangzhou) Entertainment Media Co., Ltd. was canceled. This company is controlled by Qianxun (Hangzhou) Culture Media Co., Ltd., and its legal representative is Dong Haifeng. It has created a 7-hour, 25-hour TV series in 2021. The e-commerce entertainment party "Viya Carnival" was hosted by a group of celebrity guests and 45 named and sponsored brands.
Since Wei Ya left the live broadcast room, Qianxun has successively canceled five companies. This year, Dong Haifeng (Weiya’s husband) also canceled his Beijing Qianxun Entertainment Business Service Co., Ltd.
Wei Ya has been away from the live broadcast room for two and a half years. Waiting for Wei Ya to come back has become the wish of many "Weiya women" (Weiya fans). In fact, Wei Ya has not left the live broadcast industry. In the past two and a half years, two companies invested by Wei Ya have gone public. She has attended many events as a mentor or entrepreneur to share her live broadcast experience, spent huge sums of money to buy land for live broadcast, and devoted herself to the digital human industry. In the
market, there are constant signs that Wei Ya will return to the live broadcast room. Since last year, Wei Ya has frequently appeared in the content of her husband Dong Haifeng's video account. This year, her public account "Weiya Surprise Club" has been moved to "Dora's Magic Wand". Every Friday Wei Ya will update her recent life and communicate with her fans. Stay in close contact.
Wei Ya’s influence is still there. The Weibo topic “Weiya’s Woman” has 660 million views. In January this year, Wei Ya’s live broadcast on Taobao had 7 million more fans than Li Jiaqi.
However, with the changes in the live broadcast environment, the leading anchors have all retired, the Bee Surprise Club has developed steadily, and Wei Ya has entered the short drama, everything seems to indicate that it is impossible for Wei Ya to return to the live broadcast room, and she has changed careers. .
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was doing a short play, and Wei Ya and his wife came prepared.
Enterprise Chacha shows that Qianmeng Culture was established on May 15 this year, and Beijing Qianyue Culture Media Co., Ltd. is the first shareholder, accounting for 60%. This company is wholly owned by Qianxun, and its second shareholder is Shanghai Mengyang Culture Co., Ltd. Zong Shuai, the founder and chairman of the company, was the joint general manager of Huayi Brothers Brokerage.
short plays seem far away from the live broadcast industry, but its commercialization is actually in the same vein as live broadcast. The income of
short plays comes from two parts, one is the c-side. If you can create a hit short drama, its own paid viewing and subscription income will be very considerable. According to media reports, the single-day recharge of "I Was a Stepmother in the 1980s" exceeded 20 million. During the entire winter vacation this year, Mi Meng had two films with "I Was a Stepmother in the 1980s" and "Mr. Pei Thinks of Father and Son Every Day." The short play earned over 100 million yuan. The
short drama market is booming, attracting many people to join the game. Previously, there were hit short dramas "Black Lotus: A Handbook for Ascension" and "I Became a Stepmother in the 1980s" produced by Mi Meng. Later, well-known film and television directors Wang Jing and Stephen Chow entered the scene to shoot short dramas. Internet companies such as Baidu, Xiaomi, and 360 Group also One after another, people poured into the track. Now with the entry of Brother Yang and Wei Ya, super anchors with huge fan base are also trying to radiate traffic to the short drama industry to get a share of the pie. The more important reason why
anchors target short dramas is that the profit methods of short dramas are not limited to paid income, but also include brand customization, advertising, e-commerce delivery, platform purchasing and other models. Zhan Junhao, a well-known strategic positioning expert of and founder of Fujian Huace Brand Positioning Consulting, said that the Viya team can embed brand advertisements or promote their own products in short dramas to maximize commercial value. The
alphabet list has previously analyzed in "Beauty Makeup Takes Over Short Dramas, Douyin and Taobao Must Fight" and pointed out that brand-customized dramas oriented by grass planting and brand marketing have always been an important business model of short plays, and beauty make-up is exactly An important publisher of customized short plays.
This aspect is Viya’s advantage. Wei Ya and Qian Xun hold a large amount of brand resources. According to reports, Qian Xun has established cooperative relationships with more than 80,000 domestic and foreign high-quality brands. Obviously, brand-customized short dramas are outside the live broadcast room, and Wei Ya can release the value of its brand resources. Another way.
In fact, during 618 this year, Bee Surprise Club has unlocked the short drama + live broadcast gameplay in advance. Since May 14th, Bee Surprise Club has released a short video series on Douyin, "The real and fake overlord's '100 Million Storm'", "The 'daughter' who controls the overlord, it turns out to be him", and "Competing for favor is not as good as real favor". The president, The rich family's daughter, young master, and housekeeper are fully equipped. However, from the content point of view, these contents are all previews and promotions for Bee Surprise Club’s 618 activities. At present, the likes + collection data of the three videos are not good. After being released on Douyin, the best video among them only had 70 likes.
Anchors have entered the short drama track one after another, but short dramas are not easy to make, or it is not easy to make hits.
In June of this year, the short drama "Master Fu, Your Substitute Bride Is the Boss" produced by Crazy Little Yang's company, Three Sheep, was launched. In ten days, the playback volume reached 95.28 million. For comparison, "I was in Eight "Becoming a Stepmother in the 2000s" had more than 1 billion views within one month of its release. Obviously, with the blessing of over 100 million fans, Xiao Yang's short plays are not ideal in terms of playback volume and popularity.
In addition, the production standards of companies that have crossed over into the short drama industry have also been questioned by the outside world. According to Xinzhier, "Master Fu, Your Substitute Bride is the Boss" was accused of being rough in all aspects such as plot, shooting quality, actors, and costumes. The short drama "Golden Pigs and Jade Leaves" in which Stephen Chow participated had 200 million views within half a month of its release, and its reputation was polarizing.
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In the two and a half years since she left the live broadcast room, Wei Ya’s identity has become more and more diverse, but she is still working in the live broadcast industry. After
left the live broadcast room, the first new identity Wei Ya gained was that of "mentor". In April last year, at the Zhejiang Centennial Brand Research Institute event, Wei Ya appeared in front of the public as the "chief mentor" and shared the topic of how time-honored brands can achieve rapid development by leveraging live broadcast e-commerce. Prior to this, she also appeared in the same capacity at the fourth training class for Chinese time-honored brand leaders in October 2022, teaching relevant content in the field of e-commerce live broadcast to many time-honored companies.
As an investor, Weiya has invested in the companies whose products have appeared in her live broadcast room many times, namely Juzi Biotechnology, the parent company of Kefumei, and Delma, a small home appliance brand. These two companies have also invested in products in 2022 and 2023. Listed in the year. In November 2021, in the only round of financing of Juzi Bio, the Wei Ya couple took a stake; Delma mainly produces OEM products for Xiaomi and Philips. The Wei Ya couple invested 150 million yuan and participated in its last round of financing before its listing. .
In April last year, Viya spent tens of millions to acquire a piece of land in Binjiang, Hangzhou, known as the "center of the universe" for live streaming e-commerce. According to an announcement on the website of the Hangzhou Municipal Planning and Natural Resources Bureau, Qianxun purchased a piece of industrial land for 22.06 million yuan, which will be used as Qianxun's "new retail e-commerce live streaming industry base". The total future investment will be 300 million yuan. .
A month later, an artificial intelligence company was established with 50% of the shares held by Qianxun. Its business scope included artificial intelligence general application systems. Another shareholder, Silicon Intelligence, is mainly committed to AI artificial intelligence and digital people, and has produced about 1.5 million digital people. It is not difficult to see that Wei Ya’s establishment of a new company is aimed at the potential of the digital human live broadcast market.
Just when everyone thought that Wei Ya was behind the scenes of transformation, Wei Ya's whereabouts in the past year seemed to convey the signal of "testing the waters" for her comeback. For example, Wei Ya has appeared many times in the video account "Qianxun-Haifeng" opened by her husband Dong Haifeng, sharing personal life updates from time to time.
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However, due to tax issues, it is difficult for Wei Ya to return to the live broadcast room.
A live streaming e-commerce person pointed out that it doesn’t matter whether Viya makes a comeback or not. The golden age of live streaming e-commerce is almost over. A comeback may face more difficulties and challenges. It is better to control the company behind the scenes or seek more stories. of great value and significance.With the standardized operation and slowdown of growth in the entire live streaming industry, since 2024, major super anchors have gradually faded out of the live broadcast room and are looking for possibilities outside the live broadcast room.
Since this year, Douyin’s top brother Dong Yuhui and Crazy Little Yang have significantly reduced the frequency of bringing goods to their live broadcast rooms. Crazy Little Brother Yang turned around and filmed short plays, held music festivals, and even broke into Dong Yuhui’s core hinterland and started promoting cultural tourism; Dong Yuhui focused on cultural tourism live broadcasts and interview live broadcasts, and not long ago launched an interview show with him as the host. .
Luo Yonghao, who completed "True Return", has announced that he will quit the Internet and join the AR entrepreneurial wave to establish a new company, Thin Red Line, and is expected to release new products in September this year; Simba has also reduced the frequency of live broadcasts and announced in March this year that it will stop Live broadcast for two years and concentrate on researching AI; even Li Jiaqi, who was actively preparing for the competition during 618, has accelerated his retirement. Just as 618 is about to end, Meishi has entered its own brand and launched "Meijia Selection".
In an environment where super anchors are retreating collectively, Wei Ya seems to have no need to return to the live broadcast room.
At a time when leading organizations are removing their dependence on super anchor IPs, it has become inevitable for Wei Ya to leave the live broadcast room. Mei One has reduced its reliance on Li Jiaqi, enriched its account matrix, and vigorously explored emerging anchors; Simba also spared no effort to support his apprentice Dandan, who is about to become the first female anchor on the entire network to have over 100 million fans.
However, the big anchor is trapped in the live broadcast room and wants to leave but cannot. Dong Yuhui said, "He doesn't enjoy live broadcasts to this day." However, he cannot leave the live broadcast room because of the needs of Walking with Hui and Oriental Selection; Crazy Little Yang wants to focus on entertainment live broadcasts and filming short plays, but he is limited by the traffic in the live broadcast room. decline and the development needs of Three Sheep, and cannot leave the live broadcast room; Li Jiaqi said, "He has not wanted to live broadcast for a long time, and sitting in the live broadcast room every day is a torture." However, he had to actively prepare for 618 this year, and even participated in variety shows Find new traffic.
Everything is because the mcn organization relied too much on super anchors in the development process, resulting in super anchors being unable to leave the live broadcast room.
Wei Ya no longer has to face the problem of "wanting to leave but can't". Although the live broadcast room bids farewell to Wei Ya's "mythical" era, Qianxun is also moving forward at a steady and rapid pace.
First of all, Qianxun has multiple live broadcast matrices, and Wei Ya operates more than 20 live broadcast rooms behind the scenes such as "Bee Surprise Club", "Bee Joy Club" and "Bee Wish Club".
Secondly, Bee Surprise Club has taken on the heavy responsibility of Qianxun’s GMV. On June 18 this year, Taobao Live announced a good start, showing that Bee Surprise Club followed Li Jiaqi and became one of the 19 live broadcast rooms of Taobao experts with sales exceeding 100 million as of 24:00 on May 31. Last year on June 18, the turnover of Bee Surprise Society exceeded 1.7 billion yuan, and the team ranked first in the list of Taobao King Anchors. Qi'er, who has a close relationship with Wei Ya, has also become Douyin's top anchor. During the 618 period, she achieved sales of over 100 million. Feigua data shows that Qier ranked eighth in the Douyin delivery master list in May.
The story of Weiya and the live broadcast room has been around for 8 years, and it has been more than two years since she retreated behind the scenes to operate the live broadcast room. As the story in the live broadcast room stabilized to a certain stage, Wei Ya also tried to jump out of the live broadcast room and look for more possibilities. It has become inevitable to join the next trend.
Wei Ya used to be a clothing store owner, singer, corporate promoter, anchor, and entrepreneur. Now, she has a new identity - a short drama practitioner.
Reference materials:
"Weiya left the live broadcast room and quietly started doing short plays" E-commerce headlines
"Zhejiang platform economy "Entrepreneurship First Lesson" launches guests sharing entrepreneurial passwords on the spot" Zhejiang Online
"Tax evasion was fined 1.34 billion , The business landscape behind Weiya" tech planet
"Li Jiaqi and Weiya co-produced the movie 'Kung Fu Anchor; released today" Sina.com
"Weiya is no longer invisible" Chinese Entrepreneur Magazine
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