Written by / Starry Night
Editor/ Xu Wei
Two months after the break, Li Ziqi's current situation is widely disputed on the Internet. However, the most mentioned situation cannot avoid the keywords of "capital dilemma", "account was taken away", and "team was dug".
The "Li Ziqi" in the video is li jiajia, a rural girl from Mianyang, Sichuan. From a poor family to a collection of thousands of pets and commercial values at home and abroad, to some extent, Li Jiajia's life began to be covered by "Li Ziqi".
And Li Ziqi has become a label and a cultural phenomenon. Thanks to its strong influence, Li Ziqi launched almost all of the related products, and the sales of online and offline channels have beaten many traditional catering brands.
Although it never broadcasts live with goods, but just the three words "Plum Ziqi", the ability to carry goods is beyond doubt. However, such popularity requires continuous content output to maintain, and a two-month hiatus is a huge risk for any blogger in the current Internet environment.
Coupled with the fact that Li Ziqi is suspected of sending out content that contradicts the capital side on social platforms, it further makes people have a reverie about the interests and disputes behind the IP of "Li Ziqi".
Since the outbreak of the media era, it is not uncommon for bloggers to have disputes with MCN, but in the end, they have lost both. It is rumored that the "Li Ziqi" IP, which has a valuation of more than one billion, is also going to the road of the creator and the MCN agency, what will happen to this IP?
Li Ziqi's latest video update stopped at 19:12 on July 14, and this video about Zigong Jingyan received 47.77 million views on Weibo, but such an achievement is only a regular level for Li Ziqi.
Of the 54,000 comments, most of the top comments are praise for Li Ziqi and his perception of the video content, but if you look down more closely, you can see many long-winded "denunciation texts".
"More than a month has not been updated, even if it is a simple daily ah, the next video update must not say that you think about us." Before will be perfunctory, now are too lazy to perfunctory", "as if waiting for a video update is an unknown, as if nothing else has changed, every day to see, but wait for a long time can not wait for the new video, feel very tired, do not want to chase" Li Ziqi more than a month later, there were a large number of fans in the comment area to depowder comments.
Many fans under Li Ziqi's Weibo said that they had taken off the powder Many fans under the Li Ziqi Weibo said that they had taken off the powder
Although Li Ziqi has never been a high-frequency updated content creator because of the particularity of the content, the behavior of breaking for more than two months without any explanation has still made many fans who have followed for a long time feel dissatisfied. Some fans even directly said that "most of the depowders have paid attention to Li Ziqi for several years, and it is precisely because of the large changes before and after that that they cannot be accepted." ”
Regarding where Li Ziqi went during this time, there are many conjectures on the Internet. Until September 13, Li Ziqi's assistant posted on Weibo to explain, "Li Ziqi is temporarily sorting out the company's problems with third-party companies, and there is no information such as the team being dug up by online rumors." ”
Just a dozen days ago, Li Ziqi's assistant explanation of the broken change was still a vague expression that Li Ziqi was currently constantly learning various learning and craftsmanship. Such a reversal of a stone stirred up thousands of waves, and the "rabbit tearing chicken big master" broke the news on Weibo that "the current situation of Li Ziqi is far worse than everyone imagines." He claimed that Li Ziqi had suffered a big loss in the shareholding structure and was likely to fall into a situation of no harvest.
In a kol WeChat group exposed by the blogger, it was mentioned that "in theory, if there is a disturbance, Li Ziqi does not even control the account." ”
A similar situation has also happened to the b station up master "Xiangxiang Battle", the up master has specially released a video on the b station to reveal that he is fighting a lawsuit with the MCN agency, but this account may really have to say goodbye to everyone. After that, the "Xiangxiang Battle" channel did stop changing, and Xiaoxiang Brother, who had been silent for a while, renamed the account that had previously recorded the daily life of his daughter to "Please Brother Xiangxiang" and returned to the vision of the fans of the b station.
The video titled "Brother Xiaoxiang is back, we start over" has reached 10.785 million views on station B. After the return, Xiao Xiangge won the title of bilibili2020 top up lord with the new identity of "please Xiao Xiang brother".
In the IP scramble for the "Xiangxiang War", Xiaoxiangge is likely to lose huge benefits, but in the final analysis, the value of IP is still attached to the value of the content producers themselves.
Nowadays, Li Ziqi is also caught in a dispute with the company, and everyone does not know whether the IP of "Li Ziqi" on the future jianghu can still maintain the original state, but if it can maintain high-quality content output, whether it is "Li Ziqi" or the real Li Jiajia, there are still opportunities.
Content creators and MCN agencies to the point of tearing their faces, usually can not avoid the huge traffic and benefits brought after fame. And "Li Ziqi", a top IP with a valuation of 1 billion yuan, is a fragrant food that everyone wants to collect.
The Li Ziqi in the video is a pastoral girl who lives outside the reinforced concrete of the city and quietly enters the peach blossom garden, and the "Li Ziqi" behind the video means an online store with more than 6.33 million fans and a number of trademarks, companies and sub-brands with commercial value.
The online store that has attracted much attention under the "Li Ziqi" IP has been officially launched since 2018, and the main contents of the sale include snail powder, lotus powder, hot pot base and so on that appeared in the video before. At that time, only 6 days after going online, the store sales of 5 products exceeded 10 million.
In the past three years, Li Ziqi's flagship store has accumulated 6.33 million fans, of which the monthly sales of snail powder exceed 500,000, which is the second place in the Tmall snail powder repurchase list. In addition, plum snail powder also settled in 2020 in chain offline supermarkets such as Century Lianhua and Hema Fresh, as well as chain convenience stores such as Lawson and FamilyMart.
On the one hand, there is a double harvest of sales and channels, but on the other hand, consumers also have many dissatisfaction with the products launched by Li Ziqi. The reason is nothing more than that compared with traditional professional manufacturers, most of Li Ziqi's products have not undergone too long research and development, but rely more on cooperation with foundries.
There have been fans pulled out, Li Ziqi also netizens have pulled out the foundry of Li Ziqi's flagship store products, snail lion powder is produced by Guangxi Zhongliu OEM, lotus flour is produced by Hangzhou Wanlong Fruit Dried Food Co., Ltd., red oil dough skin is produced by Sichuan Baijia Food, and chili sauce is produced by Sichuan Kou Daxiang.
Li Ziqi's flagship store is similar to the products of these factories, but the price is significantly different. For example, osmanthus nut lotus powder, 350g / can on Tmall activity price of 54.7 yuan, its foundry on Alibaba 350g / can of price is 26.2 yuan, the price difference is more than twice.
All this confirms from the side how appealing and valuable the IP of "Li Ziqi" is. However, zinc scale through the search for Li Ziqi flagship store industrial and commercial qualifications found that the outlet belongs to Hangzhou Wei Nian Brand Management Co., Ltd., the legal representative is Liu Tongming, that is, the businessman who threw an olive branch to Li Jiajia at the beginning.
According to Aiqicha, li Jiajia's name is not included in the 12 main members of Hangzhou Weinian Brand Management Co., Ltd. In other words, if Li Jiajia only cooperates with the online store in the way that kol and MCN company agree to share, then the bulk of the revenue is likely to fall into the purse of the institution.
Li Jiajia owns 49% of the shares of Sichuan Ziqi Culture Communication Co., Ltd. and all the shares of Shanghai Agarwood Creative Planning Company. It is not difficult to say that the main direction of these two companies is in the planning and production of content, and on the part of commercial operation, Li Jiajia seems to have obvious shortcomings.
Therefore, some media have previously mentioned that behind the IP of "Li Ziqi", Sichuan Ziqi Cultural Communication Co., Ltd. undertakes the export of external content and has mastered more than 200 Li Ziqi related trademarks, while Hangzhou Weinian is responsible for the landing and implementation of Li Ziqi's brand business. The media said, "The daily operation of the Li Ziqi brand to the business realization of the relevant personnel belong to Wei Nian, so Wei Nian is the one who can really make money." ”
In addition, Hangzhou Wei Nian Brand Management Co., Ltd. has also invested in Guangxi Xingliu Food Co., Ltd., Hangzhou Erxi Culture Media Co., Ltd., Hangzhou Xinyi Culture Communication Co., Ltd. and many other enterprises in different fields. Not only foreign investment, Hangzhou Weian Brand Management Co., Ltd.'s Weinian Technology has received a total of 10 rounds of financing as of July 3, 2021, and the two financings after the C round have byteDance participating, and then the news that Weinian Technology is about to IPO is also in the dust.
Although the current competition between Li Jiajia and Wei Nian for "Li Ziqi" has not yet revealed too much wind, Wei Nian, as the party that controls more commercial resources, has made considerable profits.
"No love can achieve Li Ziqi, and no love can not understand Li Ziqi." CCTV News once commented on Li Ziqi, about this "fairy" Internet celebrity, the Internet almost gave the greatest favor and appreciation. But as many of Li Ziqi's early fans said after taking off the powder, "she has changed."
This may be part of the current dilemma of content creators, most of the early barbaric growth will reveal more true temperament, but once there is fame and traffic, with institutions and platforms, the original intention can be adhered to. After all, the matter of "generating electricity with love" can almost only be idealized empty talk, coupled with the increasing influence of capital on content creators, Internet celebrities have begun to be "produced" in batches.
In fact, the Kol under Wei Nian, headed by Li Ziqi, has a special commercialization process in the larger environment. Through Li Ziqi as a representative, Weinian has gradually explored a development path of incubating Internet celebrities with short videos to form personal IP value and extend to e-commerce independent brands.
Looking back at Li Ziqi's incubation road, in 2017, after signing a contract with Wei Nian, he did not immediately embark on the road of commercial realization, and even some media mentioned that there were advertisers who took out a high price of 2 million / piece and wanted Li Ziqi to insert products in video content. But Liu Tongming refused, he believes that instead of immediately monetizing, polishing better video works and improving influence can we go further and earn more.
Facts have proved that the early in-depth polishing of content and the restraint of commercialization have made a good preparation for Li Ziqi's later commercialization.
Therefore, many people think that Li Ziqi is the most unique existence in the current mobile Internet. In the years when Li Ziqi became popular, the entire Internet has been constantly copying the next "Li Ziqi". But the problem is that the success of an IP contains many factors, of which changes in market demand and the evolution of MCN are key factors.
In the rapid development of kol and MCN institutions, the low threshold of entry conditions makes the entire industry frequently appear kol and MCN court, "Xiangxiang battle" is certainly not the first, but "Li Ziqi" will not be the last.
On 12 July, the Ministry of Culture and Tourism issued the Administrative Measures for Online Performance Brokerage Institutions (Draft for Solicitation of Comments) (hereinafter referred to as the Administrative Measures), which for the first time included such brokerage institutions in administrative management. With the tightening of policies, MCN institutions need to cultivate themselves first, and then cultivate celebrities. For kol, it is the same truth, even if Li Jiajia finally loses the IP of "Li Ziqi", her own skills and style are still a golden brick with its own traffic.