Two months after the video was suspended, Li Jiajia (Li Ziqi's real name) appeared at the Deyang branch of the Chinese Farmers' Harvest Festival on September 23, and the Sichuan Agriculture and Rural Affairs Department awarded her the sichuan agricultural civilization ambassador. She then said that more offline activities will be carried out in agricultural extension in the future. This sentence can be interpreted as: Li Jiajia lost the brand of "Li Ziqi", and Li Jiajia needs to start a new business and start again.
Turning a dish and a vegetable into a poetic life is a fan's dream
Li Ziqi's video can be said to have created a precedent for Chinese pastoral style short videos and become a representative work for the dissemination of traditional Chinese culture. Li Ziqi has more than 10 million fans on the external network, more than 100 million fans on the whole network, and more than 5 million people on the whole network of a short video. But there have been no updates since the last video was released on July 14. There have been many rumors about Li Ziqi in the past two years, and Li Ziqi himself has also sent Microblogs to declare that he has called the police, and capital has torn up. Some netizens also speculated that Li Ziqi's team was dug into the wall by Li Yapeng. Although we don't know what Li Ziqi has experienced in the past two months, it is certain that Li Ziqi must have undergone major changes.
On August 30, Li Jiajia posted in the oasis that she had called the police
After careful netizens digging deeper, this change may stem from the equity and equity control of Sichuan Ziqi, to which Li Ziqi belongs. In 2016, Hangzhou Weinian cooperated with Li Jiajia to adopt a contractual approach, that is, Li Jiajia was responsible for content production, and Hangzhou Weinian provided promotion services. The following year, the cooperation method between the two sides was changed to the joint venture company, and the two jointly established Sichuan Ziqi Culture, hangzhou Weian and Li Jiajia held 51% and 49% of the shares respectively. From the perspective of equity structure, Sichuan Ziqi has become a holding subsidiary of Hangzhou Weinian, and Li Jiajia has no control over the subsidiary. That is, Li Jiajia is only the spokesperson of the IP "Li Ziqi", which is commonly referred to as the "tool person", and cannot decide the operation strategy of the IP of "Li Ziqi".
Li Jiajia did not have control of Sichuan Ziqi
Li Jiajia should have had an irreconcilable conflict with Hangzhou Weinian, the actual controller of Sichuan Ziqi, and may have lost "Li Ziqi". Therefore, Li Jiajia will say at the Deyang branch venue that she will participate more in offline agricultural product promotion activities in the future. As for why the choice of offline instead of online, may be because the online "Li Ziqi" belongs to Hangzhou Weinian, the two sides talked about collapse, Hangzhou Weinian did not allow Li Jiajia to do the same style of program through video, cutting off Li Jiajia's online financial road to make money by traffic. Hangzhou Weinian should already be cultivating a new successor (and may indeed be Li Yapeng), but the new successor will not use "Li Ziqi", but a new IP. "Li Ziqi" may be written off in the near future.
Maybe the Li Ziqi brand will be written off
But I personally think that this change may be a good thing for Li Jiajia. In the past five years of "Li Ziqi" IP operation, Li Jiajia personally must have earned a lot of money, and there is no financial pressure to start a business again, and he can cultivate deeply according to his ideals. Then there are "Li Ziqi" IP fans are recognized Li Jiajia this person, these fans still belong to "Li Jiajia", even if it is offline promotion, there will be many fans to buy it, as long as Li Jiajia can insist on quality control, will soon make a comeback and maintain the high stickiness of fans. Having these five years of operating experience is an immeasurable wealth for Li Jiajia, which is a wealth code that is impossible to learn at Cheung Kong Graduate School of Business, and this wealth code will make Li Jiajia go further when running her own business empire. As a fellow of Sichuan, I personally hope that after the rebirth, Li Jiajia can go into battle lightly as soon as possible and whip away!
This change is a baptism of phoenix nirvana for Li Jiajia