The original intention of the “misunderstood” super IP.
Editor’s note: This article comes from WeChat public account “ Cut stone investment ” (ID: midascapital), author: ashlar investment.
In recent months, Li Zizhen has suddenly become a hot topic in domestic and foreign media on social media. After shooting 4 years of video, Li Zizheng has grown to the top position on mainstream social media platforms. The oriental rustic and idyllic life passed through in his video seems to ignite countless high-pressure and tired urban people ’s longing for nature and innocence. At the same time, As a typical representative of Chinese traditional culture going out to sea, it is widely sought after by overseas audiences on Youtube. Chinese elements such as landscape, countryside, food, etc. have painted a fresh and chic Chinese style for overseas users.
A large number of media dug deep into Li Ziyi ’s past and the past and capital operation path of the Micronine team behind it, in an attempt to “decrypt the“ routines ”of commercial operations behind Li Zixu ’s explosion, but as Wei Nian ’s early partner, Takuishi Capital believes that so far, the outside world has basically been wishful thinking of “misunderstandings”. The growth of this super IP is far simpler and simpler than the outside world has guessed.
Li Ziyi’s original heart
As a partner who has witnessed Li Ziyi ’s growth all the way, Zhang Long, a partner of Zhuo Shi Capital, believes that Li Ziyi ’s influence today is due to her and Wei Nian Technology ’s long-term pursuit of high-quality content and brand. Shaping long-lasting results. It is this simple original intention that made Li Ziyu as you see it today.
In fact, when Li Chao Capital first came into contact with Wei Nian, Li Ziyi didn’t have much influence. Wei Nian was also in the very early start-up period. Nobita has a bad personality and bad words, but is frank and honest, has deep insights into the content and consumer industries, and has an extraordinary insistence on high-quality content. All are aimed at continuously providing users with valuable and good content. ” The cooperation with Li Ziyi was also established on the premise that both sides recognized the value of high-quality content. In the early days, Nobita found that Li Ziyi’s content was unique and fresh and chic in the Chinese pastoral style on social media. It was refreshing and he and Li Zi on social networks 柒 Established a connection. After chatting, I found that both sides highly recognized the creative direction of carrying short videos of traditional Chinese culture, and they decided to cooperate with each other. The original intentions of Li Zihuan and Wei Nian were very pure. After all, the content production and output are the best reflection of the creator Values, shooting for several months just to output a pure, simple short video, only the pursuit of the ultimate content Strong self-driving force to make them a better life in the long durability lonely time and overcome all difficulties. “
Before May 2017, Li Zizhen carried the entire photography team by himself and worked for 14 months. Content planning, shooting, makeup, props, editing, etc. are all undertaken by one person. The content you want to shoot will not be exhausted to learn and practice. Like this period of Lanzhou beef noodles, the craftsmanship of ramen is not something that can be done by looking at it. Li Zihuan can’t raise his arms until he gets started, and then shoot. Shooting by one person means that the rate of waste film is very high, because when you shoot, you can’t see the picture, you have to re-shoot if you don’t stand in the right position, the light is wrong, the expression is unnatural, and the focus is wrong. Li Zizheng has calculated that just by going back and forth in 2017 to press the switch, she walked 260 kilometers! What is the concept of 260 kilometers? Running 8 kilometers a day also takes a month. After the shooting, there was editing. At that time, Li Ziyi would not use computer editing, so he used simple mobile editing software. Mobile editing was quick but there were many problems. Incompatible formats, compression of image quality, software freezes caused by too many materials, flashbacks, etc., every accident means re-emerging, a video can be cut back and forth several times. The difficulties experienced by a work before its release cannot be sustained without love and firm conviction.
Later, a shooting team was formed. Li Zizheng still led the content himself, the photographer assisted, and the editing was still personal. The shooting team is actually just a photographer and an assistant. She still carries most of the work. The shooting efficiency has been guaranteed, the video has been steadily updated, and her fans have gradually grown.
Fan accumulates quickly, and Li Ziyi and Wei Nian are different from the impetuous self-media circle’s dedication and focus are also fresh in memory. During the growth of Li Zizhen, there were many invitations for variety shows and commercials, but neither she nor Wei Nian accepted them.
“Nobita has the ultimate simplicity and frankness, his obsessive pursuit and determination for high-quality content, values and long-term values, and the higher-dimensional insight and structure of the industry, let us see the rise of the nation. The literacy of young entrepreneurs of this generation. “
The original intention and persistence of content creation also originated from Li Zizhen ’s real growth background. Unlike many people who are packaged, the living environment of Li Zizhen since he was a child is almost the same as the environment presented in the video. And the experience of living with grandma later made her experience human suffering at a very young age, because she hoped to accompany her grandma from the noisy city to the small village where she grew up, because she grew up in the countryside to accompany nature I truly enjoy the tranquility and purity of the idyllic life, and because I want to pass down and record the customs and cooking skills of the older people in my childhood memories, I only have a short video shooting of the ancient style gourmet content that has been up to 4 years. “Under the harbour of picking chrysanthemums, seeing Nanshan leisurely” is not only the true state of Li Zizhen’s daily life, but also the spiritual background of his video, and therefore more desirable.
Fastness in the age of internet celebrity and slowness in Li Zizhen
In the impetuous self-media circle, one master produces 3-5 short video content models that have begun to be realized within six months are common. After all, in the era of fast iterative social new media, rapid powder increase and rapid harvest seem to be more profitable paths. And Li Ziyi ’s content seems to be a bit “inappropriate” slow—not only the slow video tempo and the long shooting cycle, but also the slower time in which Li Ziyi spent months concentrating on researching a certain technique just to present better video content. In order to capture the richer traditional Chinese culture in addition to the ancient cuisine, Li Ziyi has learned from the selection of raw materials to the production process. Each step has been carefully thought through. “Before shooting movable type printing, in order to better show the Chinese for thousands of years The cultural crystallization of Li Ziyi went to Ryan to study and learn, and it took more than 3 months to study lettering alone. Although the final video was only 5 minutes, the effort in the middle lasted for nearly half a year. Admiration. “
“In fact, in order to make the highest quality products, the Weinian team was very slow in preparing the Li Ziyu brand, but their slowness was due to strictness and prudence, and the standard is much higher than many food brands.”, When preparing the brand, the team went to the country’s top food supply chain to provide fans and users with the best quality / taste products, and oversaw the selection and processing of raw materials for a long time. The team at Weinian almost went to sleep in all major factories.
The road to the rise of Chinese culture behind Li Zizhen
Li Ziyu ’s overseas popularity is unexpected. Many North Americans and Europeans travel to China to purchase her products and return to their home country. This is also the rise of Chinese culture, globalization, the accelerated spread of social media globally, and high-quality content by Li Ziyi. The inevitable result of multiple forces.
As China ’s per capita GDP develops above US $ 10,000 and domestically achieves a well-off society, the younger generation ’s national consciousness is stronger. In the innovative social media and short video ecosystem, China ’s native short video ecological gameplay has iterative speed, Ecology is more advanced, and China has natural advantages in cultural output. At present, Li Ziyi has used innovative media forms to spread the essence of traditional Chinese culture in a form acceptable to new generations of users, and has become a symbol of the rise of Chinese culture on a global scale. One, we believe that in the future, there will be more content IPs like Li Zihuan to grow up and become Chinese communicators and promoters of overseas culture.
And behind all this, it’s not just complicated and sophisticated business thinking, nor is it the “conspiracy theory” capital operation of the fictional imagination of the outside world. The real essence comes from the simple intention of simple high-quality content and the ultimate pursuit of products. This is new The longest driving force for the growth of the consumer ecology is also an epochal opportunity for the company to hope to continue to tap, deepen its empowerment, and deploy its troops.
In the impetuous self-media circle, one master produces 3-5 short video content models that have begun to be realized within six months are common. After all, in the era of fast iterative social new media, rapid powder increase and rapid harvest seem to be more profitable paths. And Li Ziyi ’s content seems to be a bit “inappropriate” slow—not only the slow video tempo and the long shooting cycle, but also the slower time in which Li Ziyi spent months concentrating on researching a certain technique just to present better video content. In order to capture the richer traditional Chinese culture in addition to the ancient cuisine, Li Ziyi has learned from the selection of raw materials to the production process. Each step has been carefully thought through. “Before shooting movable type printing, in order to better show the Chinese for thousands of years The cultural crystallization of Li Ziyi went to Ryan to study and learn, and it took more than 3 months to study lettering alone. Although the final video was only 5 minutes, the effort in the middle lasted for nearly half a year. Admiration. “
“In fact, in order to make the highest quality products, the Weinian team was very slow in preparing the Li Ziyu brand, but their slowness was due to strictness and prudence, and the standard is much higher than many food brands.”, When preparing the brand, the team went to the country’s top food supply chain to provide fans and users with the best quality / taste products, and oversaw the selection and processing of raw materials for a long time. The team at Weinian almost went to sleep in all major factories.