Text: Reliable A star
Li Ziqi's lawsuit with Wei Nian has made new progress.
Wei Nian's 51% stake in "Sichuan Ziqi Culture Communication Co., Ltd." has been frozen, and the enforcement court is the Intermediate People's Court of Mianyang City, Sichuan Province.
It should be noted that Sichuan Ziqi Culture Communication Co., Ltd. is registered in Mianyang City, Li Jiajia's hometown.
Sichuan Ziqi Culture Co., Ltd. was established on July 20, 2017. According to the @she assistant account representing Li Ziqi, Wei Nian's influencer brokerage relationship with Li Ziqi only lasted from September 28, 2016 to December 25, 2017. The relationship between the two changed from a brokerage company to a joint venture model, and Wei Nian mentioned that the Sichuan Ziqi Company established at that time was "preparing the Li Ziqi brand". Of course, Li Jiajia can think that the relationship between her and Wei Nian is a partnership, not a brokerage relationship. However, at that time, she did not become the controlling shareholder due to the need to incubate.
However, the books of Sichuan Ziqi Culture Communication Co., Ltd. show long-term losses, and li Jiajia's 49% equity is difficult to pay dividends at 49%. The profit distribution of "Li Ziqi Brand" is still back to Hangzhou Weinian Brand Management Co., Ltd.
It is not difficult for us to understand that the "anger" contained in the judgment of the Mianyang Intermediate Court in Sichuan Province for this unethical approach - "the short video filmed in Sichuan has not made any contribution to the tax revenue, and it has also fooled our hometown people." ”
(1) Li Jiajia is competing for the "Li Ziqi" personal brand, rather than making it an institutional brand
Looking at the Li Ziqi incident now, it cannot be seen as a dispute between Internet celebrities and Internet celebrity brokerage companies, but a dispute between partners.
Unlike other shareholders, Li Jiajia sued Wei Nian not only for the dividends of earnings, but also to get back her brand.
Whether the Li Ziqi brand belongs to Li Jiajia or Wei Nian was previously a pending case before the official intervention.
In fact, have you found that in the Li Ziqi breakout incident, Li Ziqi's voice is basically issued by the Weibo account @ her assistant, rather than Li Ziqi's Weibo. My friend Yang Sheng believes that he sees that the micro-reading statement is better written, while the Internet celebrity Li Ziqi lacks a relatively formal external statement.
I guess this is because Li Jiajia does not have control over @Li Ziqi Weibo, and its login and posting should also be in the hands of Wei Nian.
Li Ziqi Weibo certification is "Li Ziqi brand founder", which is also very language skilled.
When you search for "Li Ziqi" in Baidu Encyclopedia, you will find that there are two introductions, one is "Li Ziqi", the other is "Li Ziqi (brand)", with the brand can not see Li Jiajia's personal information, without the brand is mainly based on personal image. This ambiguity set the stage for the difference between Wei Nian and Li Jiajia.
To insert a digression, Li Jiaqi is lucky, there is news that his name is Li Jiaqi, using his real name to be an Internet celebrity, even in the equity and account operation rights in the Beautiful Wrist, but at least you can use the three words "Li Jiaqi" relatively freely. Of course, there is also a phenomenon of squatting self-media names as trademarks in the market, but it is generally regarded as intellectual property hooliganism and bad faith squatting.
With the help of the government, the favorable side of the balance began to tilt toward Li Jiajia.
On the one hand, the application for the "Li Ziqi" trademark by the major shareholder Hangzhou Weinian has been rejected several times; but the Sichuan Ziqi Cultural Communication Co., Ltd., which was jointly opened by Weinian and Li Jiajia, holds the trademark of "Li Ziqi".
Friends who have not applied for a trademark may not be clear about the doorway here: generally using the name of the person as a trademark, the success rate of the application with the ID card will be higher, while the use of the company as the main body of the application is relatively low, and it is often necessary to apply for the user first and then transfer to the company of the legal person.
As a result, although Hangzhou Weinian Company holds the operation right of "Li Ziqi Brand", it does not have a trademark of "Li Ziqi"; and the trademark mastery is successfully applied for in Sichuan Ziqi Culture Communication Co., Ltd., because the legal person of the company in Sichuan is Li Jiajia. However, the company that owns the trademark has not been distributed the benefits, so the court has a good reason to freeze the company's equity.
After the official adoption of these two key treatments for Hangzhou Weinian brand management priority companies, Weinian has no possibility of winning the Li Ziqi brand competition.
(2) Let Li Ziqi belong to Li Jiajia, why is Li Jiajia worth helping?
Before many readers commented under my article, the Li Ziqi incident official will be shot, Li Bi wins.
At that time, because I thought it was a lose-lose trend of the contradiction between Internet celebrities and MCN, I did not pay too much attention to this voice, and now I can only say that my pattern is small.
To sum up, the netizen observation is that Li Ziqi is not just an IP with commercial value, but a cultural output in line, and can even be said to be a "single seedling".
Now there are two things in Sichuan that Westerners really like — one is a giant panda and the other is Li Ziqi. It is also strange to say that why do foreigners in developed countries like Sichuan, more than other cities such as Guangzhou, Shenzhen and Hangzhou in the north? Maybe this is Sichuan's unique natural and local charm.
In addition, today's public opinion environment is full of unhappiness with capital, which is not the same as the attitude of embracing capital a few years ago, and even from time to time we can see official measures to correct capital greed.
In this context, the "small bureau" of enterprises' personal management of Internet celebrities themselves has become insignificant in the "overall situation" of encouraging Chinese Internet celebrities to create high-quality content that is popular with global audiences.
The current variable lies in whether Hangzhou Weian Brand Management Co., Ltd. will make a counterclaim in Hangzhou, where MCNs are gathered, or adhere to the original operation mode of its benefit distribution plan.
I believe that for Li Jiajia, Li Ziqi's personal brand ownership is more important than equity and cash, and it is more fundamental, and it is not just a matter of money.
Suddenly found that the post-90s are indeed fiercer than the post-80s, the latter is more docile and easy to control, the former if you feel that "bullying" will be too hard. Li Jiajia is a post-90s, she herself is Li Ziqi, a little girl who came out of the countryside to work, in fact, she is already very inspirational. Now Li Jiajia has fought back against a wave of capital control, taking advantage of the general environment and public opinion to support the return of Li Ziqi's personal brand, and its people are strongly bundled with Li Ziqi, which will have more vitality and commercial value may be stronger. After all, people are post-90s, how much good time to fight, even if the fight is lost, with their real name to make a comeback is not known!
With the blessing of the official force, the trademark authority of Li Ziqi has in fact belonged to Li Jiajia, a legal person of Sichuan Ziqi Cultural Communication Co., Ltd.
It can even be said that it is precisely because of the Li Ziqi incident that Li Jiajia is Li Ziqi.
above.
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▼About the Author
Reliable A Xing (Li Xing), public account: Reliable A Xing, author of the book "Media Strategy"