Wei Ya's hidden and explicit

Written by | Li Cheng

Edit | Roads

On December 19, 2021, 47 products were put on the shelves in Weiya's live broadcast room, and since then, this super live broadcast room has not been able to start broadcasting again. Now two years have passed, and everything seems to have changed, but one thing has never changed - in her once glorious Diantao APP, its number of fans is still unbeatable.

After Wei Ya stopped broadcasting for well-known reasons, her Weibo and Douyin accounts were suspended. But "Chinese Entrepreneur" checked Wei Ya's multiple accounts and found that Taobao still reserved a position for her.

In this former starting place, Wei Ya's live broadcast account has not completely disappeared, it has been left in the fan's attention list under the name "Akalil-V", and still has 89 million followers, more than 5 million more than Li Jiaqi.

After bidding farewell to the much-anticipated anchor C position, Wei Ya should be most grateful for the fans who never give up. After the report of "Chinese Entrepreneur" was issued, many netizens have clearly realized that Wei Ya did not leave the arena, but just changed the track.

Since the first live broadcast was launched in 2016, Wei Ya has spent 5 years to open up a territory and create a legend.

Then, take a day to say goodbye to it all.

You can say that she is a symbol of the era, or you can say that she is the end of the era.

#01

There is no "Wei Ya" after Wei Ya

"May the wind return to the earth, and the flowers will fall all over the ground. The quicksand is gone, and I'm still waiting for you. ”

This is the latest video released by the WeChat video account "Qianxun-Haifeng" on January 11, and the heroine is Wei Ya wearing traditional Chinese clothes and smiling. This account has posted 13 original videos, but none of them are more intriguing than the background song "Returning". The title of the song comes from the Eastern Jin Dynasty pastoral poet Tao Yuanming's "Words of Return", which means "go back".

The speaker has no intention, but the listener has a heart, and it is boiling for a while. The public's imagination largely stems from the vacuum of the first sister left behind after Wei Ya retired.

On January 7, an organization announced the annual net income ranking of live e-commerce anchors in 2023. The top three are Crazy Brother Yang (3.2123 billion), Xin Youzhi (3.0553 billion), and Li Jiaqi (2.2725 billion). Dong Yuhui ranked fourth, with an annual net income of 522.6 million, showing a "cliff-like gap".

The list shows that among the top 10 anchors, only the No. 8 seventh boss (Crazy Brother Yang's apprentice) is a woman, and even then she has only 6.11 million fans on Douyin.

Regarding the authenticity of this list, the Phoenix E-commerce Research Institute questioned it, believing that the source of the data was unknown.

But it still evokes the miss of some netizens for the absentee, she is Wei Ya.

Today, when she disappeared from the stage for more than 2 years, there is no female anchor in the live broadcast e-commerce industry who can shake her former "head" status.

Whether it is Simba's Dandan, or the Guangdong couple, even if their number of fans or sales have reached a new high, in terms of popularity and comprehensive influence, these rising stars have not reached the height of being known to the whole people like Wei Ya.

When the first year of live broadcast e-commerce in 2019 arrived, in the face of Wei Ya and Li Jiaqi, some experts commented on them: "I just seized the opportunities of the times and the industry outlet, without them, the second Wei Ya or Li Jiaqi would jump out." ”

When the incident that made Wei Ya have to retreat into the background happened, this sentence emphasizing "potential" and "luck" is quite fatalistic. Now it seems that although the anchors take turns in feng shui, generation after generation, in the hearts of many people, Wei Ya and Li Jiaqi are still the top two in the anchor industry.

Picture: Weiya's Taobao account still has 89 million followers, which is commented on the Internet

No matter how many heroes there are after that, what they take is just the continuation of the route, the reuse of experience and the innovation of details. They all lack a priceless treasure owned by Wei Ya and Li Jiaqi - that is, the historical position left by creating an industry.

The impression left by the predecessors was strong and unforgettable, even if it was full of controversy.

In the two years that Wei Ya has been off the air, as long as she checks various social platforms a little, from Chaohua to Weibo, from video accounts to Douyin, as long as Wei Ya appears, many fans will leave messages for her, saying good morning and good night; ”

Many people may wonder why these fans are so "die-hard". Perhaps, in the live broadcast room of the Bee Surprise Club, the young anchors once read a handwritten letter signed "Well-known and unavailable, people who love you", which can answer part of this question.

The letter wrote: "There is a large group of people who have never met, but they meet every day as promised, which in itself is a very magical fate. I used to ask people all the time, 'What do you want?'" I once thought that I could fulfill the wishes of many people, but later I learned that those friends who made wishes to me in the live broadcast room and on social platforms are the people I should be most grateful for. There is nothing to repay, but to work harder to serve everyone, to share what you think is good, to sincerely share with everyone, to bring benefits and convenience to everyone. ” 

It is self-evident who wrote this letter, and a fan on Douyin sent out this video, and many fans followed the trail and left a message saying "watch crying". 

Figure | Wei Ya fan message

Why is there no Wei Ya after Wei Ya? This letter actually points out the key. Nowadays, the big anchors who are becoming famous either rely on entertainment to attract traffic, or purely rely on traffic to bring goods, and the performance often overshadows the selling of goods itself. Compared with these rising stars, Wei Ya is a purer shopping, and this primitive e-commerce gene is implemented throughout her live broadcast room.

People miss Wei Ya, and what they miss is actually the era of the first sister who simply bought and bought.

#02

The avenue is hidden in the obvious

In the long history of thousands of years in China, many heroes have returned to the mountains and forests, but they have ended up with a sigh of "heroes are useless". Among them, the leader will also turn around after hibernation, leaving a good name of nirvana rebirth.

You can't step into the same river twice, and it's hard to climb to the top twice at different stages of life. Perhaps, Wei Ya wanted to create another legend, so she never got off the table.

Wei Ya once admitted in an interview with the media that on the road to becoming a super anchor, there will be an abrasive time at every stage, and her anxiety will even affect the people around her: "When you started, you were anxious about whether anyone watched your live broadcast, some people watched it, and they were anxious about whether the selection was good, some people bought it, and they were anxious about whether the after-sales service was good; and after it became popular, they were anxious about whether they would say the wrong thing." "One step at a time, you can't get through, I'm afraid you can't rely on "potential" or "luck".

Wei Ya has been chased by the world, and she has been banished overnight. In this weightless experience, she wanted to regain her respect. On the Internet, where we have walked through the traces that must be left, we can see Wei Ya's activities in 2023.

Figure | Wei Ya's 2023 itinerary is not fully counted

The themes of these exposed itineraries run through the hot words such as the revival of time-honored brands, rural revitalization, industry innovation, agricultural assistance, and public welfare disaster relief.

In addition to the live broadcast itself, what Wei Ya did in the past is still doing. It is precisely because she was at the peak that she was fully promoting domestic products, enthusiastic about poverty alleviation, and devoted herself to public welfare, that now when she continues these unfinished things, she seems to go with the flow and does not give people a feeling of "making up". The consistency of the character is not only Wei Ya's luck, but also her redemption of herself many years ago.

From the live broadcast room to the world, Wei Ya saw a more diverse version of herself. The relationship between the implicit and the explicit is also the essence of inheritance and creation.

As she summed up her own perspective on the worldview: "The truth of the world is like this, you are always in the center, and what you see is good and perfect." When you detach from it, you see it more really. ”

Chinese often say, if you don't come to Tai, the time will come to run.

For Wei Ya, the latest life change was in the tide of live broadcast e-commerce that was in full swing, but it was also growing savagely. This wave has given her infinite glory, but it has also made her lose a lot, especially the title of super head anchor that she has won after years of hard work. The cost of such an almost "zero" is undoubtedly huge, but it is also a consequence that she must bear.

But change is also happening quietly, bidding farewell to one's old identity and meeting new challenges, which is subversive for an anchor.

Such a dramatic change is also in line with the title of her autobiography, "Life is for Change", which is the best summary of her past and the best start for the future.

People are often like this, you think you can't get over the difficulties, as long as you go on, maybe there will be a day when the light boat has passed the ten thousand mountains.

Wei Ya, who walked down the mountain, fixed the identity of the anchor in 2021. Huang Wei, who started again, was accompanied by more than 89 million fans.