Upstream commentary| Red Beard: Li Ziqi "does not perfunctory", but "conflicts" with capital naturally

What happened to Li Ziqi and MCN company MicroNian Technology is currently caught in Rashomon. However, recently, Li Ziqi said in an interview with Xinhua News Agency that all the videos in the past 5 years have been self-led and edited by herself, and she hopes to do a good job in every work output as much as possible, rather than perfunctory in order to produce videos.

Two months after Li Ziqi's video was suspended, the current expression of "not perfunctory" has attracted special attention.

In 2018, after Li Ziqi left the circle, Wei Nian and Li Ziqi cooperated, and the two sides jointly established "Sichuan Ziqi Culture Communication Co., Ltd.", Wei Nian held 51% of the shares, as the actual controller, and Li Jiajia (Li Ziqi's real name) held 49% of the shares, as the ultimate beneficiary.

Since then, relying on the brand of "Li Ziqi", Weinian has become the leader in MCN institutions, not only winning the investment of many capitals including ByteDance, but also industrialization of IP, incubating lotus powder, Liuzhou snail powder, flower cake, Mianyang rice flour and other products, on the single product of Liuzhou snail powder, monthly sales reached more than 15 million. It is conceivable that the commercial value of Li Ziqi is great.

However, personal IP such as Li Ziqi is naturally different from Zhang Dayi, Wei Ya, and Li Jiaqi, the former is based on "content", and the latter is based on "communication". Therefore, the natural difference between the two in business is that Li Ziqi must be "slow", slow to produce works, slow to be as she said, each video can stand the test, slow can keep the stickiness between her and fans for a long time; and "communication" is to rely on the provocation of emotions, forming a rapid interaction, can be as fast as needed, how fast as "fast", and even fast enough to make yourself sick.

And for micro-thoughts and the capital behind micro-thoughts, fast is what they need. Not only the content should be fast, but also the monetization needs to be fast, and the iterative method of monetization should be fast, otherwise the capital will be very angry. This requires that Li Ziqi must give up the things she needs to adhere to, such as the content is not perfunctory, as well as the rapid productization and industrialization of personal IP, forming the company's profit growth point.

In such a contradiction, either a slight thought of compromise, or Li Ziqi compromised, as far as Li Ziqi is concerned at present, she will not compromise. Because this involves a longer-term and deeper value, neither her personally, nor the support and expectations given by all aspects of society at present, can not accept her compromise.

For micro-thoughts and the capital behind micro-thoughts, this is embarrassing.

However, due to the fact that Wei Nian has the advantage of equity and absolute control in the cooperation with Li Ziqi, Li Ziqi cannot continue her "pastoral life" according to her own ideas, and under the premise that Li Ziqi does not give up her own principles, it is only a matter of time before the two sides have quarrels or even contradictions.

On the other hand, Li Ziqi is not willing to give up, after all, this kind of personal IP with a strong content foundation is unattainable, and giving up is equivalent to giving up its core competitiveness. Therefore, at present, although Weinian holds a cooperative company with Li Ziqi, the real remaining option is actually only two words: compromise.

This also gives capital a wake-up call, investing in personal IP, the premise must be to respect the development willingness of personal IP itself, and to give enough benefits, and can not be unlimited according to the needs of capital rapid, large-scale realization. Otherwise, annoyed, "stop" to show you.

When choosing capital cooperation, personal IP must also consider a little farther, at least to set a bottom line that makes capital insurmountable, otherwise in the end, it may be controlled by capital, unable to develop according to the needs of personal IP, and ultimately lose both.

Author: Zhang Hao