Abstract: Can still reproduce the glory of 3 years ago?
After more than 3 years, Li Ziyi officially returned, and three videos were released in just two days.The total number of fans exceeds 100 million."The familiar rural style and the Chinese flavor are back."
Since the suspension of disputes with the original MCN institution in July 2021, Li Ziyi, who is now "full of blood", alsoCan you reappear the glory 3 years ago?
Li Ziyi recovered "Li Ziyi"
Back to 2016, Li ZiyiDue to a "Lanzhou Beef Noodle" video burst, the MCN company she signed at that time was Hangzhou Weisian Brand Management Co., Ltd. (referred to as Weisian).In order to better create the IP image of "Li Ziyi", Li Ziyi and Weisian jointly established Sichuan Ziyi Culture Communication Co., Ltd., of which Li Ziyi accounted for 49%of the shares and 51%of Weisus Holdings. According to the agreement at the time, Li Ziyi was responsible for the contentCreation, Weisun is responsible for operation and promotion.
With the continuous explosion of Li Ziyis multi -platform at home and abroad, this IP has gradually moved towards internationalization.On February 2, 2021, Li Ziyi set a "YouTube Chinese Channel" Guinness World Record with 14.1 million YouTube subscriptions.Of course, the valuation of Wei Nian has also risen, and the byte beating or even once invested in Weishang, frying its valuation to 5 billion yuan.
Under the micro -chanting trading, the brand "Li Ziyi" has accelerated commercialization, not only registered "Li Ziyi" related trademarks, butStepped goods and open outlets such as "Li Ziqi Flagship Store" on multiple platforms.However, Li Ziyi himself did not get the control of "Li Ziyi".
To this end, the contradiction between Li Ziyi and Weisusian gradually heated up.In July 2021, Li Ziyi stopped and the dispute with Weisus was public. The two sides entered more than a year of litigation procedures. Until December 2022, a reconciliation was reached under the mediation of the court.
According to the mediation content, the shareholding ratio of Sichuan Ziyi Culture Communication Co., Ltd. has changed, and Weisin has dropped from 51%to 1%, Li Ziyi increases to 99%.Liu Tongming, a real controller, turned to Pu Qianyun.The reporter learned from Tianyan that the current Weisian has all withdrawn and does not occupy any shares.
The issue of equity is clear, and the IP ownership of "Li Ziyi" also falls.
The reporter learned from Tianyan that Sichuan Ziyi Culture Communication Co., Ltd. has successfully registered related trademarks such as "Li Ziyi", and Weisans original "Li Ziyi", "Ziyi""Waiting for trademarks are invalid.However, the reporter also noticed that Douyin and Tmalls "Li Ziqi Flagship Store" is still owned by Weisus.
It is worth mentioning that Li Ziyis real name is Li Jiajia, and now it has officially changed the name of the ID card to Li Ziyi, which is equivalent to the return of Li Ziyi to the publics vision this time.At the same time, he also re -controlled the ownership of "Li Ziyi".
What is the value of "Li Ziyi"?
Increase the powder over 4 million overnight, Li Ziyis return, once again proves her strong fan stickiness, and the commercial value behind it should not be underestimated.
The dispute with Weisusian has not erupted, and the IP value of "Li Ziyi" is at least billions of yuan.Taking Tmalls "Li Ziqi Flagship Store" as an example, with explosive products such as Li Ziqian snail powder, only 2020 sales exceeded 1.6 billion yuan. Its core resources are the brand appeal of "Li Ziyi".From the perspective of valuation, the byte beating has invested in micro -chanting due to "Li Ziyi", and its valuation has risen to 5 billion yuan, which can also reflect the value of "Li Ziyi".
So, for nearly 3 years, how much can "Li Ziyi" be worth it?
A video creator in Shanghai told reporters that Li Ziyi has stopped more than 3 years, and her advertising sharing on overseas platform YouTube is still "sprinkled".
According to the creative incentive plan of YouTube, as long as there are 1,000 subscribers in one year, and the effective video viewing time is more than 4,000 hours, you can get the platforms advertising sharing.Long video creators can get a 55%division, and the division ratio of short video creators is almost 45%.
Third -party marketing platform data shows that Li Ziyi has nearly 20 million subscribers on YouTube, CPM (advertising income per thousand views) is between $ 10 and $ 18, and at $ 18,It is estimated that its monthly advertising revenue will be US $ 101,700 to US $ 123,800, which is equivalent to Li Ziyi the opportunity to take nearly 9 million yuan of advertisements from the platform each year.
And this is just the tip of the iceberg value of "Li Ziyi" IP value.
"Li Ziyi is based on Chinas traditional excellent culture, and its pioneering is unique, and the popularity of domestic and foreign platforms is endless and irreplaceable." Shanghai Finance and EconomicsCui Lili, director of the Institute of Electronic Commerce, said that "Li Ziyi" IP value is slightly different from other brand values. The spiritual connotation and aesthetic style of "Li Ziyi" are unique. It is difficultIf the number of fans, fan stickiness, fan evaluation and reputation are evaluated, the value of Li Ziyi may be higher.Strong>
Within 3 years of the stopping of Li Ziyi, the Internet celebrity anchor in the field of short video is endless, and many of the imitators of Li Ziyi also have more than one million fans, but most of them eventually move towards the end.The road to live broadcast."Will Li Ziyi sell goods in the live broadcast room?" Many netizens also have similar concerns.
From the current situation, Li Ziyis business exploration is very cautious.Earlier, Taobao and Douyin have contacted Li Ziyi, hoping that she entered the live broadcast but did not have the following.In fact, Li Ziyi, which is based on the style of "pastoral pastoral", is not suitable for her people who are not suitable for her. Excessive pursuit of commercialization will cause powder.
In addition, the regularity and sustainability of live broadcasts will also threaten the quality of Li Ziyis works.Li Ziyi also said in an exclusive interview with Xinhua News Agency that in the past three years, more than 20 provinces and cities have been visited and more than 100 non -genetic inheritors and cultural workers were visited.Some people estimate that Li Ziyis video production cycle is as long as a few months, which is incompatible with short videos and live broadcasts pursuing "short flat".
The commercial road of "Li Ziyi" is not only live broadcast."Today, Li Ziyis IP and trademarks are in place, and the commercial transformation of the content will be smoother." Cui Lili believes that through the method of trademark authorization, the combination of agricultural products and cultural tourism projects related to Chinese elements is a good monetization.Way.
Taking the Beckham couple and the United States Internet celebrity Kardashian as an example, Cui Lili believes that through the strengthening of the IP superposition content construction, the traffic endorsement through advertising and building personal brands, etc.The appropriate commodity category, even combined with foreign IP investment, etc., the business map of "Li Ziyi" still has greater imagination.
Today, Li Zi, who has just returned to the public vision, admits that there is no commercialization.On the one hand, she is considering building an intellectual property protection system to protect the intellectual achievements of the inheritance of intangible cultural heritage. At the same time, she also tries to solve problems such as age faults and lack of effective propaganda methods faced by non -genetic inheritors.
That is to say, at least in the short term, Li Ziyi will not appear in the live broadcast room.
