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Strategy:

• 1 Recently, the reading volume of a Weibo topic labeled “Is Li Ziyi a cultural output” climbed to 800 million, and the ancient blogger Li Ziyi once again became a hot search list.

• 2 As early as two or three years ago, Li Zihuan’s fire was not only blessed by the traffic blessings after enjoying the popularity, but also had to face those controversies that followed. Some people say that her video was not shot by herself, but relying on the professional team behind her. Some people turned out her experience of working as a resident singer, and still others said that she was a rich second generation and “there is a hundred million at home.”

• 3MCN Hangzhou Weinian Technology Co., Ltd., which is owned by Li Ziyu. An insider of Weinian Technology told Tencent’s “Deep Web” that Li Ziyi was of ordinary origin and the relevant video content was produced by Li Ziyi himself. The popularity was not the initiative of the company and himself.

• 4Weinian is an entertainment and cross-consumer company that incubates KOL into IP through short videos and extends to consumer brands. Weitong’s legal person Liu Tongming, a well-known broker, has been in the network red circle for many years. It is worth noting that the company has received investment from Sina Weibo.

• 5 Li Jiajia (should be the original name of Li Ziyi) established Sichuan Ziyi Culture Communication Co., Ltd. on July 20, 2017, and Wei Nian is its shareholder with a 51% shareholding. Li Jiajia holds 49% of the shares.
  

  

  One day in September 2016, Li Feng, an ancient short video blogger, accidentally received a private Weibo message from “Mr. L”. Mr. L expressed his love for Li Ziyu’s video content, felt that he had fulfilled his Taoyuan dream, and hoped to meet her.

  For a long time after that, Li Ziyi received Mr. L’s private letter. “It would be a shame for such a good video to let this person see it. This is usChina’s proud traditional culture should be seen by people in China and around the world. “Mr. L said in a private message.

  At first, after seeing these private messages, Li Ziyi didn’t care too much, even worrying about encountering a liar. Until one day, Mr. L came to the city where Li Zizhen was, and wanted to ask her to have a meal and talk. Mr. L’s politeness and clear logical thinking made Li slowly drop his initial alert.

  This accidental meeting has completely changed the life trajectory of Li Zizhen. Not long after the meal was over, with the help of Mr. L, Li Zizheng was supported by a large wave of resources on Sina Weibo, accelerating her popularity and allowing Li Zizhen to rush into the queue of the net influencer on the head.

  This experience is partly recorded in a diary of Li Zizheng that year. Some insiders close to the senior executives of Weinian Technology confirmed to Tencent’s “Shenwang” that the “Mr. L” is actually Liu Tongming, and his pseudonym was publicly reported. Daxiong Liu, the founder of Wei Nian Technology, an MCN company to which Li Zizhen now belongs.

  

  On December 8th, the reading volume of a Weibo topic labeled “Is Li Ziyi a cultural output” climbed to 800 million. Li Zizheng was once again on the hot search list.

  The video created by Li Ziyi and her has become a phenomenon worthy of study now.

  Extensive overseas communication is an important reason for Li Zihuan’s renewed attention. Some people say that she has filmed a desirable rural life and spread the charm of traditional Chinese culture and cuisine. Others think that her video is not completely true To reflect China’s rural life.

  Even the queries that have been popular since the explosion have been brought up again, such as being a DJ, being a rich second generation, whether the video is from my own hands, is there a strong push behind it, and the video is true for rural life It’s still just a fiction for character setting.

  An insider of Weinian Technology told Tencent’s “Deep Web” that Li Ziyi was of ordinary origin, and the relevant video content was produced by Li Ziyi himself. The popularity was not the initiative of the company and himself. In fact, both Li Zihuan and the micro-reading team behind him were quite low-key, and they were very enthusiastic and declined all the current interview needs.

  One person, one IP

  Red sand covers her face, her eyebrows are red. This post-90s girl who has already gathered a lot of fans on Meipai, Weibo, and B stations three years ago, and now has 7.35 million fans on Youtube. This The numbers are growing rapidly. Compared to CNN fans, only 7.92 million, BBCThe number of followers was 5.58 million and the number of FOX followers was 3.82 million.

  

  On Youtube, almost every video of Li Zizheng is over 5 million. Her fans come from all over the country. Although the videos broadcast on the Internet are not accompanied by English subtitles, this does not affect the fans’ love of her and the original intention of understanding rural life.

  

  “The Li family has a daughter, who is called Zizi.” Li Ziyi wrote in Meipai’s personal introduction.

  Li Ziyu ’s food video revolves around an “ancient” character, ancient rural life, traditional cuisine, ancient processes, coupled with plain costume and melodious antiques. In the video, Li Ziyu presents a Reality Xanadu. Even CCTV News commented that she “has no words to praise China, but she has told Chinese culture and told Chinese stories.

  If you have browsed Li Ziyi ’s videos carefully, you will find that her biggest difference from other video bloggers: the video cycle span is extremely long.

  For example, in the life of ginger, shooting from the end of spring to ginger planting, to germination and harvesting, through the long seasons of autumn and winter; soy sauce brewing also starts from sowing soybeans; making winter quilts, it is from raising silkworms, Silk quilt. So the video also shows a sense of time flowing.

  The subject matter of Li Zizhen’s works is basically derived from the quaint traditional life of the Chinese people. The main line is the food culture of the Chinese nation. Young people who are accustomed to fast-paced urban life see here another option for living.

  On March 25, 2016, Li Zizhen released the first “Ancient and Ancient Food” series of videos on Meipai. At that time, she even did not know anything about photography. She even used the mobile phone to shoot the entire video.

  In the beginning, the video that took a few days to produce was not followed and liked, and with the help of other food experts, Li Zizhen slowly began to accumulate fans and got popular recommendations on the official homepage of Meipai. The number of followers and video playback has skyrocketed.

  In November 2016, she shot the explosive video “Lanzhou Beef Noodles” with 50 million views on the entire network and over 6 likes.0 million.

  In April 2017, the video “swing” hit over 10 million on Meipai, 80 million on the entire network, and more than 1 million likes. Dozens of advertisers come in every day before reaching 1 million followers.

  Now, Li Zizhen is really angry.

  In addition to enjoying the traffic blessing after the explosion, Li Ziyi also had to face the controversy that followed. There is too much controversy. Some people say that her video was not shot by herself, but relying on the professional team behind her. Some people turned out her experience of working as a resident singer, and some people said that she was a rich second generation. “.

  In the beginning, some people asked how the video was taken. Li Zizheng occasionally replied that the photos were shot with a tripod, and most of them turned out to be unbelieving, questioning, or even slandering. Later, I was too lazy to reply, “What do you think about love?”

  These rumors and the plain, elegant, and simple image of Li Ziyi in the video form a huge contrast, wrapped in fame after the popularity, and suddenly pushed Li Ziyi to the cusp of the wind.

  Later, in an interview in the living room of the Sina Club, Li Zizheng asked in the face of the second-generation rumors of verification, “Do you look like me?” Passed our newspaper here, but not because of the rich second generation, quite the opposite. Later, for this reason, there were kind people in the city who supported me to continue studying. Besides, whoever is so rich in the beginning will still be so tired.

  Even three years after “debut”, these rumors are still occasionally mentioned.

  When it was said that the storm was the fiercest, Li Ziyi simply “blocked” himself. On May 13, 2017, Li Ziyi posted a “negative energy explosion” Weibo, announcing the suspension of changes, Internet rumors, and even personal attacks, rumors and deliberate smearing made her unbearable.

  

  The angry Lee Tze-phan sent out the video shooting process and the saved screenshots to prove his innocence.

  For example, I bought the first SLR camera and tripod in my life for better shooting effects; I went up and down the mountain to find the right picture and angle, climbed to the tree to fix the camera, the benches and pots in the house It also comes in handy; there are screenshots of those videos that were edited with mobile software. Editing problems are also slowly exploring or asking others to solve them.

  After stopping the storm, in order to improve the shooting efficiency and video quality, Li Ziyi began to askThe photographer came to help shoot and resumed the normal shooting rhythm. Now the photographer will help her to shoot the material according to her thoughts, and then Li Zihuan will cut the theme parts later, including color correction and subtitles.

  “This is my own work. There are a lot of subtleties, and I know what I want better.” Li Ziyi said.

  History of “Pure” Internet Celebrities

  After Li Ziyi’s video became popular, many people will be curious, what kind of young people are willing to give up the colorful urban life and return to the simple?

  In 1990, Li Ziyi fell to the ground in Mianyang, Sichuan. Her parents divorced when she was very young. Later, her father died, and Li Ziyi became an orphan. His stepmother didn’t treat her well. Li Zizhen mentioned on Weibo that he had had a half-dead experience when his stepmother dragged her hair into the gutter and was beaten.

  Grandpa and Grandma distressed granddaughter, and finally decided to take Li Ziyu home and live. When Li Ziyi was in fifth grade, his grandfather died again, and it was difficult for his grandma to raise her to continue school. At the age of 14, Li Ziyi had to drop out of school and go to the city alone to work hard, and began an 8-year wandering life. Her first life was very hard. She slept in a park chair and scratched her head for two months.

  Li Ziyi has also worked as a waiter in a hotel, with a monthly salary of 300 yuan. In order to earn more income, she went to learn to play discs and sang in the bar. Later, when talking about the matter, Li Zizhen frankly said: “I didn’t say that I liked music at that time, just to live, I felt that it was well paid.”

  In 2012, because grandma was ill once, Li Ziyi was worried that she would regret it later, throwing away all work and returning to grandma. “Being closer, I feel more at ease.”

  After returning, Li Ziyi opened a Taobao shop, but the business has been up and running, and he barely eats. In 2015, under the influence of his younger brother, Li Ziyi was exposed to the short video platform Meipai. Until 2016, seeing that his younger brother had some fans on Meipai, and holding more fans can improve the mentality of Taobao business, Li Ziyi re-entered Meipai to prepare for his own video program.

  The reason why she chose to shoot videos in this style is closely related to her childhood environment.

  In an interview with the living room of Sina Club, Li Ziyi mentioned, “All these things that are self-sufficient in the countryside, for me, they are jealous. In the short video, she chose to start from the most familiar places.

  In the beginning, Li Ziyi gave himself a topic called “Four Seasons Change, Eat While You Eat”. After the suggestion of Meipai editor, it became “Ancient Food” and it is still used today.

  In September 2016, a new opportunity came quietly, which also became an important promoter for Li Ziyu to get more attention in the future. Sina Weibo began to openly search for more outstanding short video creators for resource support.

  As mentioned at the beginning of the article, Liu Tongming brought her Weibo resources support.

  Since the first video was taken, Li Zizheng has never advertised. Those olive branches invested in advertising cooperation were rejected one by one by Liu Tongming. Liu Tongming said, “Li Zizheng is inaccessible. What Wei Nian wants to do is an independent brand, which can also be called an IP brand. According to Li Zizheng’s brand tone, what will eventually penetrate into the traditional Chinese culture may be affected by modern young women. Favorite fashion food. ”

  Until August 17, 2018, Li Ziyi’s eponymous Tmall store officially opened. Six days after going online, the store with only five products at that time had sales of over 150,000 and sales of over 10 million. A year later, the total sales of 21 products displayed in the Li Zizhen flagship store exceeded 1.3 million, with total sales reaching 71 million.

  The value behind Li Ziyi’s IP is being quickly tapped.

  The commercial landscape behind Li Ziyi

  Li Ziyi started from scratch and gained the first fans with his own strength. But now the popularity and gains of fame and fortune are obviously no longer just her achievements.

  According to Tianyan search, “Deep Web” shows that MCN Hangzhou Weinian Technology Co., Ltd., which Li Ziyi belongs to, was established on February 28, 2013, with a registered capital of RMB 5.208 million. According to the introduction, Wei Nian is an entertainment entertainment company that incubates KOL into IP through short videos and extends to consumer brands.

  Wei Nian’s legal person Liu Tongming, a well-known broker, has been in the network red circle for many years. In addition to Li Ziyu (211.2 million Weibo followers), the company also has “kakakaoo-” (13.09 million Weibo followers), “Small roast chicken” (5.07 million Weibo followers), and “Liu Yang Cary” (Wei Dozens of head KOLs and multiple new consumer brands, such as “Zhongni Johnny” (4 million Weibo fans), “Ziwang” (3.85 million Weibo fans), and several new consumer brands, have collaborated on different platforms Hundreds of KOL.

  

  The information of Qixinbao shows that there are more than 100 pieces of intellectual property information of the trademark “Li Zihuan”. The applicant companies are Hangzhou Weinian Technology Co., Ltd. The product categories include food, clothing, shoes and hats, dyes and fats, beer and beverages, Financial property management, catering and accommodation.

  On October 30 this year, Cat Eye Entertainment also reached a strategic cooperation with Wei Nian. The two parties will conduct short head video content, virtual idol accounts, celebrity resources, high-quality traffic, etc. based on their respective layouts in the media matrix. In various aspects of marketing and operation cooperation, in addition, Cat Eye will take advantage of the platform to provide more commercial services for KOL (Opinion Leaders) under Weinian.

  

  Not only that, Wei Nian also has inextricable links with Li Ziyu’s companies.

  According to the eye inspection, Li Jiajia (should be the original name of Li Ziyu) established Sichuan Ziyu Culture Communication Co., Ltd. on July 20, 2017, and Wei Nian is its shareholder, holding 51% of the shares. Supervisor, Li Jiajia holds 49% of the shares.

  According to other data, there are as many as 50 beneficiary companies behind Hangzhou Weinian Technology Co., Ltd., including Greenland Holdings, ZTE, Xinhua Media, Vanke, Light Media, etc. .

  Among the shareholders of Weinian Technology, Sina Weibo is particularly eye-catching.

  On May 8, 2018, Wei Nian Technology announced that it has completed a Series B financing of 80 million yuan, and Chenhai Capital, Mango Culture and Creative, and Sina Weibo have made direct investments. Earlier, Wei Nian Technology also received investment from Huaying Capital and Zhuo Shi Capital in the A round.

  While 2016, before getting this strategic investment from Sina Weibo, Wei Nian Technology has been one of the 12 core partners with Weibo. Others include well-known papitube, one, new Set, second more and so on. At that time, there were 326 partners on Weibo, and the total valuation of 110 institutions that could be counted was 52.8 billion.

  2016 was also the year when the short video content of Weibo concentrated. In the third quarter, the average daily number of short videos posted on Weibo reached 320,000, and the peak playback volume reached 23 trillion times. To this end, Weibo planned to invest 1 billion resources in the second year to increase the spread of short videos and introduced an original protection mechanism to encourage original authors.

  The explosion of short videos has also made Weibo’s “sell goods” the main profit method for internet celebrities. In 2016, online celebrities earned 11.7 billion in Weibo platforms, of which e-commerce revenue accounted for 10.8 billion.

  Of the 12 companies that signed the core cooperation with Weibo at the time, Weinian Technology was the only short video online red e-commerce company: it also had short video online red content production, online red data analysis operations, and e-commerce operations. , Brand customization, full-category supply chain (imported beauty, imported snacks, imported health products, Chinese time-honored brands).

  Weinian Technology, which has short video celebrity resources, is clearly ahead, and e-commerce is the most effective way to monetize Weibo, which is also an important reason for Sina Weibo investment.

  

  From Wei Nian Technology to Sina Weibo, Li Ziyi gradually has the best cards that internet celebrities are looking forward to.

  In her own words, she changed from “a little transparent to a person who is so useless to society”. After entering the public view and being noticed by more people, Li Ziyi’s sense of responsibility has also become heavier.

  “I want to do what I can to do more things that are good for society, such as the spread of traditional culture, non-heritage cultural craftsmen, and I want to show these old things to everyone so that more people know. Li Ziyi said.