1. Suddenly, the tide of change is surging
The haze was shrouded, and the wind and rain were howling. On December 20, 2022, the live broadcast industry was like a bolt from the blue, and the regulatory authorities thundered and severely punished Wei Ya, a well-known anchor who evaded taxes of up to 1.341 billion yuan, and recovered huge taxes.
This iron-fisted action not only made Wei Ya feel deeply guilty and took the initiative to resign from her position, but also sounded the alarm for a new round of strict supervision for the entire live broadcast industry.
Prior to this, Wei Ya and Li Jiaqi could be called twin stars in the field of live broadcasting, leading the trend. With their huge fan base, they exert "kidnapping" bargaining pressure on the brand to obtain the lowest price of commodity resources.
However, this "irrational" development model has undoubtedly aroused great concern and determination of the regulators. Sure enough, after the "bombing" incident between Wei Ya and L'Oreal, the relevant departments quickly set up a new management organization and began to rectify the chaos in the industry.
And this severe punishment of Wei Ya is like igniting the fuse of supervision, indicating that a bigger storm is coming. The wind direction changes abruptly, in this torrent, how will the former "first brother" Li Jiaqi respond? Will he be able to sit firmly in the Diaoyutai and survive this turmoil on his own? Wei Ya's fall is undoubtedly a serious challenge for Li Jiaqi.
Now that the storm has arrived, it is difficult to predict what the future holds. But what is certain is that the rules of the game in the entire live broadcast industry are facing reconstruction, and the "freewheeling" of anchors may become a thing of the past.
Second, the trajectory of Li Jiaqi's transformation
The past is slowly unfolding like a cloud of smoke, looking back on Li Jiaqi's growth process, his life trajectory is actually full of twists and turns and legends. Born in Yueyang, Hunan Province in 1992, this young man has lived in a single-parent family since he was a child, and this experience has caused him to lose his high expectations for the future from an early age.
"The higher the expectations, the heavier the disappointment, the greater the pain", this is his deep understanding of life.
In high school, under the careful arrangement of his mother, Li Jiaqi stepped into an art class and began to learn dance. Although this skill requires hard training from childhood, Li Jiaqi resolutely persevered, and finally successfully admitted to the dance department of Nanchang University, which should have been accompanied by a good life.
However, Li Jiaqi's pursuit is not so simple. In his junior year of college, he bravely took a new step in his life, starting with the challenge of three part-time jobs. After graduating, he was fortunate to join L'Oréal, a world-renowned cosmetics group, and during this time he met a close friend who had a profound influence on him, Fu Peng.
At that time, Fu Peng had been successfully promoted to the store manager of Estee Lauder, and the two of them hit it off at first sight and quickly established a deep friendship, as close as siblings.
When the time came to 2017, the boom of live streaming was just emerging, and Li Jiaqi was selected by the company as a key Internet celebrity with goods. Since then, the boy who once loved dancing has gradually grown into today's "lipstick brother".
In order to take his career to the next level, he resolutely decided to leave his hometown of Nanchang and made a bold statement with Fu Peng: as long as he earns enough 20 million yuan, he will immediately return to his hometown to live a comfortable life.
The initial live broadcast road was not smooth, with only 79 viewers at the time of his debut, and Fu Peng even had to personally "brush" the popularity below. However, they worked unswervingly, and finally ushered in a breakthrough in 2018, when Li Jiaqi became famous and became a hot superstar.
From an unknown dance lover to a trend-setting Internet celebrity anchor, Li Jiaqi's transformation process can be called thrilling.
3. Dividends dance with the fog
Once he became famous, Li Jiaqi seemed to have opened the door to a new world and embarked on a broad road full of dividends. Every time he livestreams, the recommended makeup products are sold out almost instantly, setting an astonishing record of selling 15,000 lipsticks in five minutes.
In the 2019 Double 11 shopping carnival, his personal sales reached an eye-popping 1 billion yuan.
There is no doubt that Li Jiaqi has fully enjoyed the huge "dividends" brought by live broadcasting. With his super popularity and traffic, he is able to reverse the constraints of brand merchants and strive for the lowest purchase price.
At the same time, he also successfully created a series of "traffic close friends": assistant Fu Peng, dog Never, and cousin singer Liu Baixin, etc., all of whom have attracted widespread attention because of Li Jiaqi's relationship.
In this way, Li Jiaqi is in full swing, not only has he made brilliant achievements in his career, but also the highlight moments of his life have come one after another. has been in contact with many stars for a long time, and he himself has become a first-line star, frequently appearing on major popular variety shows, performing on the same stage with big-name artists such as actress Yuan Yuyi, and even having a heated debate with well-known actress Jin Jing.
Behind the splendor under the spotlight, shadows are also quietly shrouded. The first crisis is that his personal image and recommended products have been repeatedly questioned, such as the "non-stick pan incident", "sissy controversy" and so on. What's even more thrilling is that at the time of his rapid rise, Fu Peng, who has been inseparable for a long time and his right-hand man, resolutely chose to quit his team. There is a lot of discussion about this, speculating that there may be some unspeakable contradictions and conflicts hidden between them.
Fourth, the bleak dawn of competitors
Just as Li Jiaqi's career was booming, his most powerful rival Wei Ya suffered an unprecedented setback. On December 20, 2022, an announcement from the regulatory department hit Wei Ya like a thunderbolt in the clear sky, revealing that she was suspected of tax evasion of a staggering 1.341 billion yuan and imposed a maximum fine.
This is undoubtedly a strong warning to the entire live broadcast industry, and it is also a fierce attack on the sales model that once relied heavily on the bargaining power of anchors.
After suffering such a heavy blow, Wei Ya was immediately banned from the entire network, and even the originally scheduled live broadcast of the night was forced to be cancelled urgently. Prior to this, she and Li Jiaqi had always been known as the top traffic figures of "anchor first sister" and "lipstick first brother", and the popularity of the two was often compared with each other by netizens.
Now, the fall of Wei Ya has undoubtedly removed the biggest obstacle for Li Jiaqi, and the dawn of dominating the market has appeared.
However, the storm is coming, and some comments bluntly say that Wei Ya is just the first "victim" in the entire regulatory wave, and more dark clouds may sweep towards Li Jiaqi in the future.
In the new round of strict supervision, whether Li Jiaqi can continue to survive is still an unknown mystery.
Fifth, the problem of innate "lack of martial arts".
In-depth analysis of the backgrounds and origins of Wei Ya and Li Jiaqi, it is not difficult to find that there are significant differences between the two. Wei Ya was born in a family of merchants, and has been exposed to the retail industry since she was a child, and has experienced the ups and downs of the business world, which can be called a typical "businessman" role.
Li Jiaqi is an "artist" who stepped into the dance world, and the foundation of the two determines that the latter is slightly deficient in terms of business wisdom and strategic vision.
In fact, although both of them are now among the top anchors, Wei Ya obviously has a greater advantage on the road of development. On the basis of her current brilliant achievements, she has successfully built a huge industrial territory of more than ten companies.
However, Li Jiaqi mainly stays at the stage of being a "star" with his personal charm, so his development space and path are inevitably limited to a certain extent. Initially, he won the attention of consumers with his excellent eloquence and extensive knowledge of makeup, and became a well-known figure in the eyes of people; However, as a male live broadcaster, in such a market environment where women are the main consumer group, his development space seems to have reached the ceiling.
Although he actively tried to get involved in other fields in the later period, he never succeeded in building a huge industrial territory across multiple industries like Wei Ya.
In contrast, if Li Jiaqi is only regarded as a "star" who leads fashion trends, then his development path is obviously narrower, and his ability to continue to attract the public's attention is more vulnerable to the impact of emerging trends.
In addition, Li Jiaqi himself is often caught in the whirlpool of various controversies. From the "non-stick pan incident" to being questioned about "sissy", to ridiculing the appearance of female assistants and telling vulgar jokes to actress Yang Mi in public, his words and deeds have repeatedly aroused public disgust and had a great negative impact on his personal image.
What's more serious is that just when Li Jiaqi's career was at its peak, his closest friend and long-time intimate assistant Fu Peng chose to leave his team. There has been a lot of discussion about this, speculating that there may be some unspeakable contradictions between them.
Fu Peng's departure is undoubtedly a heavy blow to Li Jiaqi, after all, they used to be good brothers who fought side by side and shared weal and bene.
In general, compared with Wei Ya's foresight in the business field, Li Jiaqi is more like a popular "artist", and now he is gradually revealing his shortcomings in controversy and limitations. In the new market environment, whether he can lead all the way is still a suspenseful question.