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- Source/Brand Observer
- Author/Brand Observer
Introduction: Sister is not in the rivers and lakes, but the rivers and lakes cannot be without the figure of the sister.
The sister I want to talk about today is the "first sister with goods" in the live broadcast circle in the past - Wei Ya.
On December 20, 2021, Wei Ya, who fell on tax issues, was blocked by the whole platform, and "no such person was found" overnight.
Back then, this was the only person in the live broadcast industry who could overwhelm Li Jiaqi, and after her downfall, she felt that the entire live broadcast was a thing.
Crazy Brother Yang successfully ascended to the position with a set of crazy magic; Dongfang Selection coldly threw out Dong Yuhui's trump card, and the whole group once "turned over"; a large number of star artists "disappeared" in the live broadcast room......
▲ Source: Douyin netizens
Anyway, this trip to the muddy water has become more and more turbid after the precipitation of time.
Wei Ya, who has already withdrawn and left, although she was blocked outside the door of the live broadcast world, she was not idle at all, and the big things she did were wave after wave, setting off thousands of waves.
Did she quit? withdrew, as if she hadn't fully withdrawn.
The chance of making a comeback live broadcast with goods is slim, but it seems that it is still allowed to show your face on social platforms.
For example, since September last year, a WeChat video account named "Qianxun-Haifeng" began to update Wei Ya's dynamics, mainly to show daily life, and the core keyword can be summarized as "ootd", which is called a fashion.
The most recent video was posted on January 11, showing light snow in the sky, and Wei Ya leaning against the railing in a Chinese-style cardigan. And with the text "I wish to return to the wind, the flowers fall all over the ground, the quicksand fades, I am still waiting for you".
▲ Source: Qianxun-Haifeng
Many of Wei Ya's followers commented that they hoped she would return to the live broadcast room.
Among them, there is a message from a suspected employee of the Bee Surprise Club, "My sister has the same clothes, and the clothing festival in the live broadcast room of the No. 15 Bee Surprise Club will arrange a wave." ”
Good guy, sister can't bring goods on the front line of the live broadcast, but sister can drain traffic to her live broadcast room in another way, and she is also doing the old business (selling clothes).
"One day, if Wei Ya can't broadcast live for various reasons, Qianxun will still be a sustainable company." This is what Wei Ya's husband Dong Haifeng said to reporters in August 21.
Within half a year after that, Wei Ya was forced to step down from the table, and Qian Xun behind Wei Ya supported the anchor matrix number of the "Bee Three Societies" (Bee Surprise Club, Bee Joy Club and Bee Wish Club), and Dong Haifeng gradually walked from behind the scenes to the front of the scenes, taking over many jobs that Wei Ya was inconvenient to show her face.
The giant ship did not stop because of the stealth of the main helmsman, but gave another opportunity for another story to unfold.
The number of fans of the Bee Surprise Club exceeded the million mark in the first week of the broadcast, and it has accumulated tens of millions of fans in nearly 2 years.
▲ Source: Taobao
The Bee Surprise Club, which was born with a golden key, far surpassed the ordinary new number in terms of traffic and sales. Although it is impossible to reproduce Wei Ya's glory, it is not a problem to inherit the small half of the country that Wei Ya has laid before.
Why?
This is like some celebrities who "disappeared" from the mainstream media due to sleep and tax issues, which are completely cool at the public level, but there are still a group of fanatical followers in private, who are paying attention to their movements and are willing to contribute money and efforts for them, which is the private domain traffic that all businessmen dream of.
Many passers-by don't understand why Li Jiaqi's live broadcast room is still full of people after Li Jiaqi's "where is expensive" speech backstabbing workers, and the whole incident is in an uproar, and there is still no one left.
Netizens will still scold him if they should scold him, and in Li Jiaqi's live broadcast room, "all girls" will still buy what they should buy.
On the surface, we only see the anchors selling hoarsely, but in fact, the team behind them has already done a lot of work silently, including community operations to convert public domain traffic into private domain traffic.
▲ Source: Weibo
In 22 years, some businesses disclosed that Wei Ya's fan community was named after "Doravia's pet fan group", followed by numbers and letters to indicate the number of communities, and it was estimated that the number of Wei Ya's communities had reached tens of thousands.
It is conceivable that it must be a mighty traffic migration movement, flowing from Wei Ya to other anchors under Qianxun. Last year, Wei Ya kept up with the pace of the development of the times and enabled the "digital human" anchor who was injected into Wei Ya's soul.
▲ Source: Qianxun official website
The first sister of live broadcast with goods seems to have retreated behind the scenes, but in fact, she is everywhere.
In recent years, live streaming has been very popular, but after all, it is rushing to the front line, eating the dividends of the traffic of the times, and the risk of moving the whole body is too high, and Wei Ya herself has also learned a "blood lesson".
Super big streamers who can sit in the head position will not put all their eggs in the same basket.
Therefore, after Wei Ya took off the anchor's armor, she immediately put on the robe of an entrepreneur. Holding the script of the capital story, he personally made Qianxun bigger and stronger.
In half a year, the two companies invested in the IPO were double-cut. This is all a big business that Wei Ya talked about during the heyday of her live broadcast business.
The first is Juzi Bio, which is known as the "Huawei of the beauty industry". Attracted by the charm of live streaming on e-commerce platforms, the giant creatures who broke into Wei Ya's live broadcast room ushered in their own open life.
At 0:00 on the day of Double 11 in 2021 alone, the main product of Giant Biotech, the Fumei series, achieved a turnover of more than 100 million yuan within 13 minutes. Now that I open the Tmall flagship store of Fumei, almost half of the products have been sold 10,000+, and the highest-selling dressing product has even sold 300,000+.
▲ Source: Taobao
The revenue of Juzi Biotech, which is deeply tied to Weiya, jumped from 957 million yuan in 2019 to 1.552 billion yuan in 2021, of which the contribution of e-commerce platforms and big anchors is not small.
In November 2022, Giant Biotech, in which Wei Ya and his wife hold 0.84% of the shares, went public. According to the current market capitalization, this "collagen first stock" has earned 2 points and a few small goals for Wei Ya and his wife.
The other is Delmar, which is deeply involved in the small household appliance industry.
Dong Haifeng previously invested 150 million yuan in Delmar, accounting for 2.84% of the shares. In May last year, Delmar officially landed on the Shenzhen Stock Exchange.
The script is still the same set of scripts - you help me bring the goods, I take you into the game, and the main focus is on the redistribution of resources.
The news of Simba and Brother Xiao Yang spending money to buy land has also appeared in Wei Ya.
According to the "Brand Observer", on April 13, 2023, Qianxun Holdings won an industrial land covering an area of 16,000 square meters in Binjiang District, Hangzhou at a total price of 22.06 million yuan, and plans to build it into a new retail e-commerce live broadcast industry base project.
▲ Source: Hangzhou Land Trading System official website
In addition, she has also set foot in the brand industry, Wei Ya has co-founded the fast food brand "Fengwei Pie" with Nicholas Tse, and created her own clothing store "VIYANIYA Brand Store...... The categories of cooperation include food, clothing, skin care, home appliances, etc., and Weiya's business territory is constantly expanding.
All in all, this sister has not slackened her in the old business of live broadcasting, and she is also easy to play the games in the capital circle, and the fan economy and Internet celebrity marketing methods are all played with thieves.
The "first sister of the live broadcast" who must have a name in the history of live broadcasting, I hope she can always remember the fall she once fell hard, don't forget the scar and forget the pain.
With great power comes great responsibility. Remember the forgiveness of others and be a useful person to society.
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