Wei Ya, who "returned", changed her identity
On May 18, Delmar was officially listed on the Shenzhen Stock Exchange.
For Delmar, fans of Weiya's live broadcast room may be no strangers, Delmar's main vacuum cleaners, water purifiers, massagers and other innovative home appliances are all products that Weiya has recommended many times during her live broadcast.
Among the investors in Delmar, the name of Weiya's husband Dong Haifeng is also among them.
Public information shows that in November 2020, Wei Ya Dong Haifeng and his wife spent 150 million yuan to participate in Delmar's pre-IPO round. According to its prospectus, after Delmar's successful listing, Dong Haifeng held 2.84% of Delmar's shares.
Obviously, Weiya and Qianxun are not just simple product promoters, but through live streaming e-commerce, they have developed a new idea for the integration of data and reality.
In this process, Wei Ya has also jumped out of the live broadcast room, changed from the identity of the anchor to an entrepreneur, and deeply invested in the construction of promoting the development of the real economy.
On the road of helping the development of the real economy, Weiya and Qianxun have made countless efforts, taking the support of time-honored brands, in the past year, Weiya's rare activities that have appeared in the public eye are related to it.
On April 21, Wei Ya attended the third season of the 2023 Time-honored Carnival "Boat Talk, Grand Canal Time-honored Brand" and Wulin National Tide Consumption Season series activities.
At the event, Wei Ya, as the "chief tutor" of Zhejiang Century-old Brand Research Institute and Guochao College, shared her experience on how to use live streaming e-commerce to empower time-honored brands, and had in-depth exchanges and communication with representatives of time-honored enterprises.
And this is not the first time Weiya has appeared as a mentor. In October last year, Wei Ya taught in the fourth training class for the heads of time-honored Chinese brands in the same capacity, introducing the role of live streaming in sharing user experience, cross-border transformation of enterprises, and cultural exchanges for the leaders of time-honored brands.
At the same time, Qianxun joined hands with the Zhejiang Time-honored Enterprise Association to create the time-honored Digital Guochao Industrial Park and the time-honored live broadcast e-commerce base in Changhe Ancient Town.
At present, Qianxun has cooperated with the time-honored Research Institute and Guochao Industrial Park to open the time-honored Guochao College Qianxun Branch to help and guide time-honored students in e-commerce practice and live broadcast operation, and further empower time-honored enterprises.
At the beginning of this year, the first time-honored special session "Honey Detective Time-honored Brand" hosted by Qianxun was launched in Qianxun's live broadcast room "Bee Surprise Club", which sold a total of more than 100,000 time-honored products.
The wave of domestic revival is sweeping in, and long-established brands are actively seeking change, accelerating digital transformation, actively embracing live streaming e-commerce, and striving to get closer to young consumers.
In this context, Wei Ya's identity as a mentor has more positive significance.
First of all, as the "top stream" in the live streaming industry, Weiya can exert her influence to let more young people understand time-honored brands and let time-honored brands go out better; Secondly, the operation experience and e-commerce methodology accumulated by Weiya over the years are what the time-honored brands currently lack, and Weiya can help the time-honored brands renew to the greatest extent through teaching, and integrate more closely with live streaming e-commerce.
Looking back, in the past year, Weiya's only two public appearances have not been in the live broadcast room.
did not choose to become an anchor again, but taught the head of the time-honored brand as a mentor of the national tide, the change of Weiya's identity seems unexpected, but if you look back at Weiya's past measures to support domestic products, you will find that all this is traceable.
Wei Ya and the value of domestic brands co-construction journey:
Teach people to fish as well as people to fish
Different from traditional sales channels, live streaming with consumers "face-to-face" can play a dual effect of sales and marketing.
In the process of domestic brands continuing to break the circle and enter young consumers, live streaming e-commerce has played an irreplaceable role, and the anchors represented by Wei Ya have spontaneously become the main force of domestic product promotion.
Since entering the industry in 2016, Weiya has been paying attention to domestic products, and she has said more than once: "I am a big fan of domestic products, and I hope that more domestic products can enter Weiya's live broadcast room." ”
And Wei Ya is also practicing this sentence, under the strict control of product selection, Wei Ya and her team have brought high-quality and cheap domestic products into the live broadcast room again and again.
As a top traffic exposure window, Wei Ya's live broadcast room has not only witnessed the re-popularity of the silent old domestic products, but also won the popularity of emerging brands from 0 to 1, helping high-quality domestic brands achieve sales miracles.
It can be said that the well-known domestic brands that are now familiar to everyone have basically appeared in Weiya's live broadcast room, in addition to Li Ning, Goodbaby, Pechoin and other old domestic brands that have a certain reputation in the market, Weiya has also tapped up domestic new stars of conscience such as ITIB, Caitang, Adopt a Cow, Dr. Yaoer, and Kefumei.
In terms of support for domestic products, Weiya not only provides a traffic window and teaches them fish, but also does not forget to teach them to fish. Compared with the increase in sales, what Weiya wants to do more is to help the brand establish a long-term mechanism so that the brand can be sustainable.
Therefore, Weiya will combine consumer feedback and her own live broadcast experience, and spend time with brands to discuss, improve, and polish products together.
In Weiya's past experience in supporting domestic products, the most typical is the cooperation with Juzi Biotechnology.
Juzi Bio has the world's leading humanoid collagen preparation technology and good products, but due to the lack of good sales, in the ten years since the first product Creagin was launched in 2009, most of them can only rely on B channels for sales, and the brand's public awareness is extremely low.
In the "Charming China Tour" project launched by Qianxun in 2020, the Qianxun team first came into contact with Juzi Biotechnology, realized that their products were good products worth recommending, and then began the journey of in-depth cooperation with Juzi Biotechnology.
"Juzi Bio has very good technology and very good products, but consumers don't know that what Qianxun is good at doing is telling these to consumers."
As Tulin, head of Qianxun's investment department, said, with the east wind of Weiya's live broadcast room, Juzi Bio got out of the brand dilemma, opened up sales channels and also made a name for itself among consumers.
During Double 11, Juzi Bio's ace product Fumei exceeded 100 million yuan in only 13 minutes, ranking among the top 1 dressing brands in the Tmall Ali health category, and this is inseparable from the help of Weiya's live broadcast room.
In addition to the cooperation at the channel level, the two sides have also reached the stage of product co-creation, and Weiya and Qianxun are deeply involved in all aspects of Juzi Bio's products, supply chain, and brand building.
After tens of thousands of live broadcasts, Qianxun has cultivated keen and excellent consumer insight and understanding skills, which are very rare and valuable "assets".
In the co-creation of high-level products between Juzi Bio and Qianxun, Juzi Bio will list the new products to be developed, ask the Qianxun team to select, check, and give improvement suggestions, and then Juzi Bio will develop products accordingly.
Based on the mutual recognition of the two parties in business cooperation such as product sales and product co-construction, and also impressed by Juzi Biotechnology's persistence in scientific and technological research and development, Qianxun further empowers the brand through industrial investment.
On November 4, 2022, Juzi Biotech was listed on the Hong Kong Stock Exchange and became the "first recombinant collagen stock". In the list of investors of Juzi Biotechnology, Qianxun's subsidiary purchased 0.84% of the equity of Juzi Bio for 167 million Hong Kong dollars.
For Qianxun, industrial investment as an MCN institution is a completely different investment model from the financial investment of professional institutions.
Qianxun pursues not the realization of the income from financial investment, but the common growth and mutual achievement with the brand. Therefore, after the investment, Qianxun will not intervene in the business activities of partners, but through the deep inter-embedding of brands and channels, improve the agility of the supply chain, so that production can respond to demand faster.
"We hope to find some brands that are serious about making products, help brands get better sales, more exposure, and jointly develop better products through business cooperation, and also provide development support for brands with financing needs through investment."
It can be seen that from channel cooperation to product co-creation to industrial investment, MCN institutions represented by Qianxun are becoming growth accelerators for high-quality domestic brands. This also fully demonstrates the role of live streaming e-commerce in empowering the real economy.
Via's "change" and "unchanged":
Changing identity, unchanged original intention
Looking back on Wei Ya's journey along the way, from being unknown to becoming a top anchor leading the live broadcast e-commerce industry, Wei Ya is a role model for many ordinary people, successfully helping the development of a large number of domestic brands, highlighting her great energy.
After the alarm bell sounded, there were endless discussions about whether Weiya should come back, but no matter what, Weiya's past contributions to helping rural revitalization and promoting the revival of domestic products should not be forgotten.
As mentioned earlier, Weiya is also already using practical actions to create more value for the society.
Of course, for Via, not coming back may never be the most important thing.
Because after bidding farewell to the live broadcast line, Weiya has never left the industry, but has shifted from the C side to the B side, and as an entrepreneur, she has helped more people benefit from live streaming e-commerce.
Whether it is as an anchor in front of the stage or an entrepreneur behind the scenes, Wei Ya has only changed her identity, but her original intention to help economic development has never changed.
From the perspective of the general environment, the real economy is generally facing the pressure of digital transformation, and Wei Ya's transformation from anchor to entrepreneur can better promote the integration of digital and reality, help brands achieve high-quality transformation and upgrading, and have higher value for social and economic development.
The wheel of the times rolls forward, Weiya's footsteps will never stop, she will continue to use her own strength to influence the times, promote the revival of domestic products and the development of the real economy.
Author | Li Ying