Exclusive ｜ Weisan "Lost" Li Ziyi's year

Source | Tech Planet

Wen | Zhai Yuanyuan

It has been one year since Li Ziyi updated the last short video on July 14 last year.

This year, Li Ziyi accepted an exclusive interview with CCTV and participated in the "Super Red Man Festival" held by Sina Weibo, and appeared with two photographers and assistants; the lawyer was entrusted to issue a statement with the original MCN institution. In addition, she disappeared almost in the Internet world.

The latest news is that on July 4, 2022, Hangzhou Weisian Brand Management Co., Ltd. complained to Sichuan Ziyi Cultural Communication Co., Ltd.'s shareholders' knowledge case and opened a trial in the Mianyang Intermediate Court in Sichuan. In October 2021, Li Ziyi brought Wei Nian to court.

After Li Ziyi and Wei Nian made trouble in July last year, the short video account "Li Ziyi" has no content update. In the past, the number of fans on major platforms was more or less affected.

In one year, Li Ziyi lost 3.26 million powder on the entire domestic network. Earlier, Li Ziyi's jitter fans had more than 54.94 million fans, Weibo fans were 27.56 million, fast fans were 10.29 million, and station B fans were 7.29 million. The latest data shows that as of press time, Li Ziyi's dither fans are 52.336 million, Weibo fans are 26.75 million, fast fans are 9.952 million, and station B fans are 7.774 million. The fans of station B are not reduced, and Douyin fans have the most levels.

Overseas Youtube platform seems to be loyal, and the number of fans on Li Ziqi has not risen. Last year, Li Ziyi YouTube fans were more than 15 million. As of press time, Li Ziyi Youtube fan subscription was 17.1 million, instead an net increase of 2.1 million.

Domestic overseas fan data is added, and the number of fans of Li Ziyi still exceeds 100 million. It seems that the account to stop updating the content can almost ignore the influence on Li Ziyi, but the year Li Ziyi lost his "Li Ziyi" identity, it is difficult to completely calculate what kind of "gold" has been missed.

The other party of the "Li Ziyi brand" -Wei Nian Company, what is the situation of losing Li Ziyi this year?

Tech planet was exclusively informed that Weisan has launched the new snail powder brand "Stinky", and has also created the consumer brand "Mountains and Mountain" and the product matrix. It has continuously opened up the upstream supply chain and invested in the establishment of three companies. Moreover, Wei Nian also extended an angle to overseas, and set up a business department at the end of last year. In addition, a FA (financing consultant) told the TECH planet that I have seen Weisusian this year, and the new financing seems to have re -entered the agenda.

According to the TECH Planet, the new snail powder brand "Stinky" has sold tens of millions on Douyin's single platform in the past 7 months. Although "Stinky" cannot replace "Li Ziyi" in a short period of time, for Wei Nian, it will undoubtedly be regarded as one of the minimum solutions that will lose the losses of the brand operating rights of the ace "Li Ziyi".

Before breaking with Li Ziyi, Weisan hatched the new snail powder "Stinky Treasure"

Before the "Li Ziyi" was completely lost, Wei Nian copied to create the second Li Ziyi brand, which was imminent.

The new brand "Stinky" has been planning for a long time. Tech planet mentioned last year when Weisan Li Ziyi Capital Bureau mentioned that the cracks of the two sides of Li Ziyi have appeared as early as 2020. The idea of ​​incubating the new snail powder brand may be germinated at the time.

In August 2021, Li Zizhen's Weibo accused "Good Capital", and the lawsuit of Weishi and Li Ziyi officially launched. In the same month, Wei Nian applied for registering multiple "stink treasures" trademarks, which involved beer drinks, convenient food, and catering accommodation. At that time, no one linked the "Stinky Treasure" to the brand of Weisan New snail powder.

At the beginning of 2022, the Weisan new snail powder brand "Stinky" was officially launched. But everything was quietly carried out, and Wei Nian did not report "Stinky" high -profile foreign reports. In the dispute with Li Ziyi's brand, the micro -mindedness of public opinion seems to be intentionally weakened to weaken the relationship between micro -thoughts and "Stinky Treasures", thereby reducing netizens' anger for new brands.

But now, "Stinky" has attracted attention. Tech Planet was exclusively informed that the Weibao brand of Weisan New snail powder has been launched for 7 months. The brand has a separate flagship store on Taobao Tmall, which is completely cut with Li Ziqi flagship store. Flagship store products will not show each other. At present, the number of fans of Lizi Tmall's flagship store is 6.81 million, and the number of fans of the flagship store of "Stinky Treasure" is 309,000.

Although it is a new brand, the unit price of "Stinky" snail pink passenger is not low. According to data from "Stinky Bao" Tmall flagship store, its monthly sales are about 70,000. The first place in the store is the snail powder sold for 3 bags, which is the main blockbuster bamboo, and the phoenix claws are presented. The single bag snail powder is about 11.6 yuan. Compared with Li Ziqian snails, the unit price is 10.6 yuan/package after using the coupon.

The new brand of Weisian has almost no snail powder sold by a single bag. The lowest price of snail powder is also sold with other products, which is 19.9 yuan.

Unlike Li Ziqian snail pink powder, the "Stinky Bao" processing plant is mainly concentrated in Guangxi Xingliu Food Co., Ltd. Xingliu was established in 2020 and held 70%of Weisan's shares. It is one of the three foundries of Li Ziyi snail pink powder. Employees of Xingliu Company told Tech Planet that their factories mainly produce two snail powder of Li Ziyi and Stinky Bao. The former is processed, and the latter is the main product of its company. The company is about 300 people, with a capacity of about 40,000 to 500,000 a day.

The new brand of heavy gold has spared no effort to invest in "Stinky Treasure". In June, "Stinky" became the chief sponsor of the Beijing WB King Honor Team. In terms of live broadcasts, Weisan's hope for the heavy responsibility of "stink treasure" to carry out the heavy responsibility of cash flow is also more urgent. Data from Feigua shows that in the past 7 months, the Stinky snail powder has cooperated with more than a hundred anchors in Douyin, of which there are no shortage of Douyin head live broadcast rooms to "make friends", as well as star anchors Qi Wei and Shuchang live broadcast room. According to incomplete statistics of TCEH planet, in the past 7 months, "Stinky" has sold tens of millions on Douyin's single platform.

In addition to the Li Ziyi brand, Weisun builds a new product matrix.

It has been separated from Li Ziyi himself for a year. At present, the revenue crisis of Wei Nian has not been revealed.

According to the "Dolphin Society. New Mao Top 100 List", Wei Nian Li Ziyi's brand revenue last year was 1.8 billion, a year -on -year increase of 20%. Dolphin analysts revealed to the TECH planet that this data ensures that it is true, and they have confirmed with the brand's and investors.

In contrast, the Li Ziyi brand's revenue last year was higher than the net black tea brand Tea Yanyue, the sports fitness track unicorn Keep, as well as the same track brand snails. The above three revenue last year were 1.6 billion, 1.5 billion, and 1.15 billion, respectively.

Right now, the Li Ziyi brand is still creating a good cash flow for Weisan. At present, the Li Ziyi brand has dozens of SKUs, with four major series: one is snail powder, hot and sour powder and other fast -food powder, the other is pouring foods such as loquat powder, black sesame paste, etc. Foods, like egg yolks, rice cakes, etc.; The last one is sauce, such as shiitake sauce, hot pot base. A multi -category product matrix is ​​quietly formed, and there are more than 100,000 people buying related products of Li Ziyi every month.

In addition to the Li Ziyi brand, the new brand "Stinky" has gradually become the second "Li Ziyi". Earlier, the investors told the TECH planet that Weisan's revenue in 2018, 2019, and 2020 was tens of millions of yuan, 300 million yuan, and 1.2 billion yuan, respectively. "Stinky" has been launched for half a year, and the sales of the entire network may be close to 100 million yuan. Although it cannot be compared with the Li Ziyi brand for the time being, this data cannot be underestimated. This means that the entire revenue of "Stinky" is expected to reach the revenue level of the second year of the Li Ziyi brand to launch, and the time for copying another Li Ziyi snail powder is shortened.

Not only "Li Ziyi" and "Stinky Bao", Weisan's consumer brands also include "Mountains and Mountains". Weisian has transformed from MCN to new consumer companies. Weisian's internal employees told Tech Planet that "Mountains and Mountains" is the brand of Weishan. The brand is mainly a holiday gift box product, such as Dragon Boat Festival dumplings, Mid -Autumn Festival moon cakes, Spring Festival gift boxes, etc., mainly for B -end. Most customers are corporate institutions, and most of them are corporate institutions. Units, welfare procurement products.

However, "Mountains and Mountains" currently do not have a separate flagship store in Tmall. Some products that can be found on the Jingdong platform can find "Mountains and Mountain". The unit price is more than 100 yuan. "Mountains and Mountains" mainly rely on the R & D products provided by the Chinese Academy of Agricultural Sciences. According to the data of Tianyan, Weisan established the China Farmers Weisian in early January last year.

Many of the three brands are processed. In terms of sales channels, Wei Nian has been opened and paved almost online and offline, and even a dealer system. "Stinky" is currently settled in large -scale supermarkets such as Sam, Darunfa, and China Resources.

Weisen internal employees told the TECH Planet that the community community channels such as group purchase, community group purchase, etc. can cooperate with Weisu, pay a deposit of 10,000 yuan, and order 30,000 yuan. Essence

Micro -Mind "Plan B": Find a new growth curve, go to sea, and financing

在微念的商业版图中，李子柒为核心资产，其他网红KOL为辅，形成了1+N红人矩阵，然后围绕李子柒IP向外延伸出李子柒品牌，以及打造“臭宝”与"Mountains and Mountain" as a new growth curve.

In addition to Li Ziyi, other net red KOL business was previously undertaken by Weisa Culture. Erxi KOL includes fragrant small grilled chicken, Zhongni, Xia Yisha, Kakakao-, lying silkworm aunt, Ziwang, Shiyuan Shiyuan, etc. Essence Most of these Kols are beauty and food bloggers, mainly using Weibo as the main position.

A few days ago, Wei Nian won the lawsuit in the lawsuit of the original CEO of Erxi Culture. Weisan regained Rici's controlling stake and re -held the red man's resources in his hands. However, because the dispute with Li Ziyi broke before, Weisan needs to be able to retain people with how to better operate these KOL resources. Earlier, the number of fans was more than 13.5 million celebrities Kakakao-, recently, fans have decreased by 380,000.

In terms of consumer brands, Micro Nian continuously opens upstream supply chains. Last year, Wei Nian not only was busy fighting with Li Ziyi and its company Erxi Culture, but also invested in three companies. One is the China Peasant Weisian mentioned earlier. In addition, there are Guangxi Weisian Industrial Co., Ltd. Nianchai Co., Ltd..

In addition, Wei Nian Company also extended an angle to overseas. At the end of last year, Wei Nian set up a business division to recruit cultural industry researchers, content planning, brand marketing, etc. to the outside world. However, without Li Ziyi's video content, it may increase the difficulty of going to the sea business.

Financing seems to be re -entered into the agenda. Earlier, except for 2020, Weisan almost maintained the rhythm of one year of financing. In July last year, a new round of financing received investment including bytes. However, due to the dispute with Li Ziyi, the financing officer announced that the bytes were withdrawn. A new consumer goods company rises and needs to invest money to invest in growth. Weisan investors previously told the TECH planet that although Weisian's revenue was high, it was not very profitable. Right now, Weisan's various consumer brands need continuous financial support, but during this year, Weisian did not publicly release new financing news.

A FA (financing consultant) told the TECH planet that I have seen Weisus this year. Even if there is a lawsuit, it does not affect financing.

However, if you lose your soul IP Li Ziyi, Weisian's investment value as a consumer goods company may be discounted. In addition, in terms of industry environment, consumer tracks are relatively sluggish this year. Many institutions investing consumer business cut off consumer business, consumer investors or transformation or layoffs. Analysis of the investment industry believes that the previous round of valuation has reached 5 billion, and a new round of financing valuation may fall into the dilemma of high or low.

In general, Wei Nian ran away at the final judgment of the lawsuit with Li Ziyi. Everything seems to be a hard work to hedge the risk of "losing Li Ziyi", constantly broaden the basic market of their consumer goods, and strive to find new relies on the Li Ziyi brand, telling greater brand stories to the capital market. Once the brand with Li Ziyi is completely unbundited, although Weisun will not be beaten back to the original and starts from 0, it will inevitably hurt the vitality.

For Li Ziyi, this year's short video content has stopped updating. Although she did not lose too many fans, it did not affect her continued content creation outside the Internet world, and even more than 100 million netizens still waited for Li Ziyi to return. However, after all, the life cycle of the Internet celebrity is limited, and some potential energy is lost, and it may be easy to miss the best rise.

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