Introduction: Compared with Li Jiaqi, Wei Ya and other Internet celebrity anchors, the special feature of Li Ziqi's brand in the business model is that she did not take the path of monetization with endorsement and goods, but chose to create her own brand influence with continuous high-quality video content.
Source丨21st Century Business Herald(ID:jjbd21)
Author 丨 Shen Junhan
Editor 丨 Lin Kun
Figure / Figure worm
On July 3, Li Ziqi signed a contract with the company Weian Brand Management Company to announce the completion of a new round of financing, the new investor is ByteDance, the old shareholders Huaxing New Economy Fund, Chun Bi Qiushi, Huaying Capital followed the investment, and Taihe Capital served as the financing consultant for this round.
Public information shows that WeIan Company has undergone industrial and commercial changes, and beijing Quantum Yuedong Technology Co., Ltd., a new byteDance affiliate, is a shareholder, with a shareholding ratio of 1.48%. At the same time, the registered capital of the company increased from about 7.0405 million yuan to about 7.1747 million yuan.
Founded in 2013, the company has previously received early investment from Huaying Capital, Chenhai Capital, Mango Cultural and Creative Fund, etc. The company's last round of equity financing was in October 2020, the company obtained a joint investment from Huaxing New Economy Fund and Zhongyuan Capital, and at the same time, the old shareholders Sina Weibo, Huaying Capital, Zhenshi Capital, Chenhai Capital, Weinian founder Liu Daxiong and other follow-up investment.
The company started from the MCN business early on and has now grown into a new consumer brand company in the process of growing. Its main business is the sale of food and the monetization of advertising. The most well-known of Wei Nian is the Li Ziqi brand, and in 2019, Li Ziqi's short videos became popular at home and abroad, triggering a phenomenon-level hot discussion. At present, Li Ziqi has more than 27 million Weibo followers and more than 14 million YouTube channel subscribers.
Regarding the relationship between Wei Nian and Li Ziqi, Wei Nian explained that at first, Li Ziqi began to shoot his own videos seven years ago, and then Wei Nian paid attention to Li Ziqi's works and issued a cooperation invitation to him. After communication and contact, the two sides reached an agreement and began to cooperate in September 2016, the company provided weibo resource promotion services for them, and Li Ziqi fully invested her energy in content creation.
In July 2017, Li Ziqi and Wei Nian changed the cooperation model, the contract model changed to the joint venture company model, and jointly established Sichuan Ziqi Culture Communication Co., Ltd. to prepare the Li Ziqi brand and operate together.
Compared with Li Jiaqi, Wei Ya and other Internet celebrity anchors, the special thing about Li Ziqi's brand in business model is that she did not take the path of monetization of endorsement and goods, but chose to build her own brand influence with continuous high-quality video content. Previously, some early investors of Weinian said in an interview with 21st Century Business Herald that sufficient restraint in business realization is the main reason why they are optimistic about the Li Ziqi brand and Weinian.
In addition to the operation of the Li Ziqi brand, Weian's MCN business is also continuing to advance. On March 14, 2018, Yang Ziyu and Wei Nian jointly established Hangzhou Erxi Culture Media Co., Ltd., and the two sides carried out relevant operations of KOL business brokerage. Erxi Culture has served more than 300 first-line brands in the past year, forming a more perfect professional operation system.
The KOLs that Wei Nian and Erxi are currently working with include fragrant roast chicken, Zhongni, Xia Yiwei, kakakaoo-, Nicole_Ju, Wo Silkworm Auntie, Zi Wang, Fang Yuan, Shiyuan Shiyuan, ZOEY is Zoe, Noisy Rice, Semba Rabbit, Ye Xingxing, Wu Qiongqiong Loves Painting, Karina and Ruby West, erxi Culture has also independently cooperated with Luke, Zhong Enqi, Meow Daxian, Xia Liang, Liu Meng, Liu Jin, Shi Weiliang, Hu Ti ti, Lemon Ti and more than ten KOLs.
Wei Nian also clarified that the cooperation between the company and Lin Xiaozhai began in September 2018, and the cooperation only included the operation of Taobao stores and some Weibo promotions, and the two sides were separated around January 2020. Wei Nian and nG's Cat began to cooperate in December 2016, and the cooperation only includes the operation of Taobao stores and Weibo promotion, and the two sides have been separated in September 2018.
