Li Ziqi, an Internet celebrity with 100 million fans on the whole network, has been broken for more than two months, and there are many statements about why she stopped changing, and many people think that there is a problem between her and the MCN company (Internet celebrity brokerage company) behind her. On September 29, people saw Li Ziqi in an exclusive interview with Xinhua News Agency. In the interview, she said that she hopes to do every work well in the future, rather than perfunctory. But when we'll see her new video is still unknown.
Top influencers stopped for more than two months
As a short video creator of food, Li Ziqi's works are set against the background of pastoral life, depicting a quiet and warm landscape picture for the audience, and many netizens said that "it is very healing after watching" or sighed "This is the life of yearning". Up to now, Li Ziqi has released a total of more than 100 videos, with an average playback volume exceeding 10 million that many bloggers can hardly reach, and he can be called the "top stream" of the Internet celebrity circle. However, after updating a video of ancient french salt on July 14, as of September 30, Li Ziqi's short video has been suspended for 77 days.
At present, Li Ziqi's Weibo fans exceed 27 million, douyin fans exceed 50 million, Kuaishou fans exceed 10 million, B station fans are close to 8 million, and the number of likes on all platforms exceeds 100 million. On overseas platforms, Li Ziqi's overseas YouTube channel followers have exceeded 16 million, and each video on its YouTube channel has been played more than 10 million times.
As a "top stream", unlike other bloggers, Li Ziqi rarely takes commercial advertisements. According to media reports, there are two main monetization channels known to Li Ziqi, one is to get income from uploading videos on YouTube, and the other is to make profits in online stores.
According to data from Noinfluencer, a global overseas influencer marketing service platform, as of September 27 this year, Li Ziqi's monthly revenue on YouTube was between 708,400 and 862,200 yuan. It is worth mentioning that in January this year, Li Ziqi refreshed the Guinness World Record title of "the most subscribed Youtube Chinese channel" set by herself with 14.1 million YouTube subscriptions.
In August 2018, Li Ziqi's Tmall flagship store of the same name officially opened, selling basically the food that appeared in her video. Only three days after the Tmall flagship store was launched, the sales of five products exceeded 10 million yuan.
As of now, the number of fans of Li Ziqi's Tmall flagship store has reached 6.36 million. In addition to the explosive snail powder, a variety of products such as osmanthus nut root powder, purple potato steamed rice cake, sea duck mayonnaise, durian pastry and colorful soy milk powder are also on sale.
In the online store, the first sales volume of Liuzhou snail powder more than 200,000 times to pay, the unit price of the product is 39.9 yuan, based on this calculation, the product revenue of more than 7.98 million yuan; the second sales of osmanthus nut lotus powder more than 50,000 times to pay, the price of the single product is 59.7 yuan, the income is more than 2.98 million yuan. The combined revenue of the two products has exceeded 10 million yuan.
The rumor-busting team was "taken away" by Li Yapeng
During the period when Li Ziqi stopped changing, rumors were rife in the outside world, among which "actor Li Yapeng poached Li Ziqi's team with heavy gold" once caused a hot discussion, because after Li Ziqi stopped changing, everyone found that Li Yapeng's video style was becoming more and more pastoral.
Not long ago, Li Yapeng opened an account on a video platform and sent many short videos showing his daily life and work. In the beginning, Li Yapeng's video content was mainly to share the daily life of himself and his family. But later, Li Yapeng in the video put on coarse cloth clothes and cloth shoes, met friends in the countryside, planted vegetables, returned to rural life, and also carried the title of "male version of Li Ziqi". In the "Pastoral Life" series, Li Yapeng will produce a video related to the solar terms every twenty-four solar terms, which some netizens believe is similar to Li Ziqi's four seasons series.
Under a video released by Li Yapeng, there were many comments such as "I heard that you bought Li Ziqi's team", "Did the Li Ziqi team use it satisfactorily", and "This music is commonly used in Li Ziqi's videos", resulting in Li Yapeng not being able to refute the rumors.
Screenshot of a short video platform comment
On September 13, Li Ziqi's assistant also "shouted injustice" for Li Yapeng, saying that Li Ziqi was sorting out problems with third-party companies, and there was no information such as the team being dug up by online rumors, and asked netizens not to implicate unrelated artist friends.
Screenshot of Weibo
The team says it deals with relationships with third-party companies
In fact, long before the team spoke out, there were voices suspecting that Li Ziqi's break was more related to the company behind it, and this seems to be able to get some corroboration.
Late at night on August 29, Li Ziqi posted on the social media platform Oasis that "I was disgusted in the middle of the night, so soon I couldn't stand it", and replied below that "capital is really a good means". Although this reply was subsequently deleted in seconds, the relevant topic still appeared on the Weibo hot search list.
Screenshot of Oasis
The next day, Li Ziqi once again posted on the oasis "early in the morning to report a police", these actions combined with his video suspension for a long time, the outside world has speculated that he and the MCN company Behind the Hangzhou Wei Nian Brand Management Co., Ltd. (hereinafter referred to as Wei Nian) have a conflict.
In 2016, Li Ziqi's most important video delivery platform was Still Weibo Meipai, and Liu Tongming, the founder of Weinian, took a fancy to this blogger who had accumulated hundreds of thousands of fans and ran from Hangzhou to Sichuan to talk with him in detail. According to public reports, since then, Wei Nian has begun to provide promotional services for Li Ziqi.
In an interview with Xinhua News Agency on September 29 this year, Li Ziqi's profile affirmed the promotion of MCN company, "All videos are still the main body of all the films that I cut, until the last video, my content is my own, after the fire, there are also MCN companies to find cooperation, to my Weibo platform to invest in some promotion, promotion costs are borne together, then these must also be the icing on the cake."
In July 2017, the cooperation model between Li Ziqi and Wei Nian changed from a contract to a joint venture, and Sichuan Ziqi Culture Communication Co., Ltd. (hereinafter referred to as Ziqi Culture) was established. The registered capital is 1 million yuan, but Wei nian subscribes 510,000 yuan, and Li Jiajia (Li Ziqi's real name) subscribes to 490,000 yuan.
In the two main disguised channels of Li Ziqi mentioned above, the figure of Wei Nian can be found, and even the industry believes that Wei Nian has more say in the Li Ziqi brand.
At present, the trademark "Li Ziqi" belongs to Ziqi culture. The trademark was applied for on March 4 last year and progressed to registration on March 7 this year. The corporate qualification of Li Ziqi's Tmall flagship store shows that Li Ziqi's flagship store belongs to Wei Nian.
Although the "Plum Ziqi" brand has launched a number of co-branded products with the Forbidden City Food and "National Treasures", and has also launched a hot snail powder product, these are not directly related to the real Li Ziqi, and they are all behind-the-scenes micro-ideas in operation.
Some media believe that although Li Ziqi has stopped Weibo, he can frequently speak out on oasis, which may indicate that his control over Weibo is not 100%. If the two sides tear their faces, Li Ziqi is also at a disadvantage in the competition for account ownership. Assistant Li Ziqi also said, "Seventh Sister has been burying her head in content in recent years and ignoring many practical problems."
However, on September 27, some media interviewed relevant people of Wei Nian, who said that there was information that would be disclosed in a timely manner, and there was no problem of outside speculation between the company and Li Ziqi. What exactly happened to Li Ziqi has not yet been confirmed.
For the future, does Li Ziqi have a longer-term plan? In an interview with Xinhua News Agency, Li Ziqi said that he hopes to do a good job in every work output as much as possible, rather than perfunctory in order to produce videos. Li Ziqi admitted that the recognition of her videos is a great encouragement for her, and she will continue to adhere to the strict control of video quality, "A good life is actually the love and yearning in her heart." in Emma