laitimes

Li Ziqi can't do "Li Ziqi"

Text | Mantis observation

Author | Qingyue

"There is a past, each has a future."

Yang Mi's official announcement of the end of the cooperative relationship with Jiahang Media is also applicable to the current Weinian and Li Ziqi.

Li Ziqi can't do "Li Ziqi"

After more than 500 days of game, the game between Li Ziqi and Weinian finally ended with Li Ziqi getting the control of the trademark resources of the same name and the sentence "Weinian and Li Ziqi reached a settlement under the mediation of the Mianyang Intermediate People's Court".

So far, it has been nearly half a year since he reconciled with Weinian, but Li Ziqi has not resumed his update.

What's wrong with her?

Li Ziqi, trapped in "content"

Before Li Ziqi did not stop, in addition to the beautiful pastoral life shown in her video, the other thing is "slow update".

How slow is her update?

In an environment where "daily changes" have become the norm, Li Ziqi's Weibo update frequency is roughly maintained at about one month. After all, judging from the content of the video, Li Ziqi made silk quilts, and he had to start recording from sericulture; Stuffed soy sauce, start with growing soybeans.

Therefore, the phenomenon that "Yue More" will be shouted outrageously on other bloggers is not difficult to accept here in Li Ziqi.

Li Ziqi can't do "Li Ziqi"

But now, the reconciliation has been nearly half a year, plus the previous "cooling-off period" of more than 500 days, even according to the slow pace of Li Ziqi's "monthly change", it will not be impossible to produce a single video.

In the view of "Mantis Observation", behind Li Ziqi's delay in updating is that during the period when she stopped changing, the market has undergone earth-shaking changes, and Li Ziqi, who has always had a high standard of content output, may have been stumbled by the content to make a comeback.

Specifically, first of all, because of the long-term suspension of changes, Li Ziqi's account has seriously lost fans, and the influence of the industry has also weakened.

Previously, Li Ziqi had more than 54.94 million Douyin fans, 27.56 million Weibo fans, and 10.29 million Kuaishou fans. The latest data shows that as of May 18, Li Ziqi has 49.898 million Douyin fans, 26.162 million Weibo fans, and 9.674 million Kuaishou fans, with a total of more than 7 million fans dropped on the three platforms.

At the same time, on the first anniversary of her break, the Baidu index showed that the popularity of the keyword "Li Ziqi" even reached the peak in recent years, however, when the official settlement was announced, the Baidu index did not have any ups and downs, and Li Ziqi was being "forgotten".

Moreover, in the past two years, too many "substitutes" for Li Ziqi have appeared, which has diverted the public's attention.

For example, the Sannong blogger "Territory Alimu", the local cuisine of Guizhou "Nianxiang Zhou Zhou", the exquisite rural style "Peng Chuanming", and some bloggers directly under the banner of "male version of Li Ziqi", "Vietnamese Li Ziqi" and "Nordic Li Ziqi", circled a large wave of fans.

This will make Li Ziqi hesitate in the face of the update.

Although with the accumulated fan base and the long-term impact of high-quality content, the first video updated after Li Ziqi's return will not be too bad no matter what the genre.

For example, Li Jiaqi, after experiencing the "suspension storm", his first live broadcast after his return, without a preview and only two hours, still reached 63.528 million views, 163 million likes, and GMV of more than 130 million yuan.

However, judging from Li Ziqi's previous videos, she has always had high standards and high requirements for content. Randomly outputting an issue of content is obviously not in line with her content style. Therefore, not planning to lie flat and eat the "old book" is also a reason why Li Ziqi has not been able to update.

On the one hand, it needs to re-attract the attention of fans and the industry, but on the other hand, in the environment of serious homogenization, it is difficult to find an entry point that no one has set foot in, but it is more interesting.

Li Ziqi was thus trapped at the "crossroads" by the content.

It is difficult to climb the "top stream", and it is difficult to return to the "sales crown"

Fire in "content", but also trapped in "content", but now what gives Li Ziqi a headache is not only the difficulty of coming back after the account update.

The bigger problem is that after the settlement, after Li Ziqi successfully obtained the control of the trademark resources of the same name, who will take over the operation and management of the brand "Li Ziqi".

At this point, Li Ziqi is also at the "crossroads" of dilemma: difficult to continue the frontier with micro-thoughts, but it is more difficult to "start from scratch" himself.

Although in the conflict of interests between Li Ziqi and Weinian, public opinion did not favor Weinian, but in the exploration and layout of successfully building the "Li Ziqi brand" and business model, Weinian's credit cannot be erased.

In 2018, Li Ziqi's Tmall flagship store of the same name was launched, featuring four types of products, namely instant food represented by snail powder, prepared condiments represented by lotus root powder, pastries represented by egg yolk pastry and condiments represented by shiitake mushroom sauce.

By 2020, the sales of the "Li Ziqi" brand reached 1.6 billion yuan, and Weinian's valuation was as high as 5 billion yuan, and even attracted investment from ByteDance.

Such achievements, of course, also have the IP influence and appeal brought by Li Ziqi's high-quality content. But they are all based on Weinian's business steering and trading ability.

Also with IP influence, Zhang and Li Yapeng could not reach the commercial ability of the "Li Ziqi brand": Zhang, who attracted 19 million fans in two months, sold only 90,000 agricultural products in the first 3-hour live broadcast, and the total GMV was only 3.42 million yuan; Li Yapeng, who is also filming pastoral songs and has a star halo, is stationed on Douyin live broadcasting, and the tea produced by his brand "Shuyuanzuo", the highest sales of 80 yuan white tea in half a month, are only 413 orders.

Classmate Zhang and Li Yapeng are still the fastest live broadcast goods for commercial monetization.

In contrast, Weinian can create the "Li Ziqi" brand, which can be imagined its great efforts in operation and exploring business models.

However, the bigger and bigger "cake" has become the source of the contradiction between Wei Nian and Li Ziqi.

Although during the cooperation period, Li Ziqi was only responsible for the creation and release of video content, Li Ziqi himself, who contributed influence and appeal to the brand with sales of 1.6 billion, only received 3 million yuan, which is indeed unfair.

As the user on the pulse said, in addition to the creator traffic revenue obtained by the "Li Ziqi" video, other revenues, that is, the actual control of the "Li Ziqi" brand, are actually in the hands of Weinian.

Li Ziqi can't do "Li Ziqi"

(Source: Pulse)

Wei Nian also gave Li Ziqi more choices.

According to Tech Planet, Weinian's investors said they "gave her several plans, shares, money, or equity stacks, she chooses."

However, Li Ziqi did not accept it, and never put forward his own demands, unilaterally absent from communication, and finally the two sides went their separate ways.

Now Li Ziqi has successfully obtained the control of the trademark resources of the same name, but if he forms his own team to operate, Li Ziqi needs to divide his energy to find a way out for the future of the brand, and the content output will be affected to a certain extent. But without enough quality content to feed the brand, it will fall into another vicious cycle.

For example, Brother Yang, who has 100 million fans, after starting to live broadcast goods, the update frequency of Douyin has dropped significantly, and only five videos have been updated in the past three months, and not even one in April.

Of course, there is another possibility, according to the news of "Chinese entrepreneurs", Li Ziqi and Weinian have reached an agreement on some conditions, and the two sides will continue to cooperate in the future.

This also means that Weinian may re-accept the brand, there is no problem of running-in, and Li Ziqi can also concentrate on content.

"Mantis Watch" believes that this is not very likely.

Because not long after Li Ziqi stopped, Wei Nian may have realized the crisis, so he quickly applied for the registration of a number of "stinky treasure" trademarks, and officially launched stinky treasure snail powder early last year.

Li Ziqi can't do "Li Ziqi"

Different from the past strong binding of Li Ziqi with the brand, after tasting the pain of "a single revenue structure brings extremely low anti-risk ability", Weinian chose to use cartoon images when incubating "stinky treasure", and brought goods through the live broadcast of multiple KOLs and Internet celebrities, such as making a friend, Qi Wei, etc., to open sales and expand popularity.

Today, the highest monthly sales of "Stinky Bao" on Tmall have exceeded 60,000, and last year's Double 11, "Stinky Bao" sales ranked fifth in the Tmall snail powder category, and the second growth curve of Weinian gradually took shape.

Combining these factors, first, after nearly two years of gaming, the gap between the two sides has formed, and even if it has been reconciled, it is actually difficult for the relationship to return to the past. Second, Weinian has launched a brand to replace "Li Ziqi", and if it retakes over "Li Ziqi", it may compress the living space of its own brand and make wedding clothes for others. Third, in the face of the high degree of overlap between the snail powder under "Stinky Bao" and "Li Ziqi", Li Ziqi's side may find it difficult to trust Wei Nian to operate as hard as before after taking over.

The past is a prologue, and reconciliation is the end and another beginning.

However, Weinian has sorted out the past and begun to transition from the former MCN agency to a new consumer brand, but Li Ziqi is not only trapped in content, but also faces the operation and management problem of the "Li Ziqi" brand.

To produce high-quality content and do a good job in brand management, how to balance the two, obviously Li Ziqi needs to spend a longer time to research and confirm.

*The pictures in this article are from the Internet