Li Ziqi wins and loses

Li Ziqi wins and loses. Li Ziqi was originally named "Li Jiajia". Sichuan Ziqi Culture Communication Co., Ltd. was established in 217. Li Jiajia is the executive director, legal representative and shareholder, holding 49% of the shares. Li Ziqi wins and loses. Li Ziqi's micro-thinking about who loses and who wins 1

The contradiction between Li Ziqi and MCN's micro-thinking about Hangzhou is getting worse and worse.

on the evening of November 1st, Weinian Company officially responded to the dispute with Li Ziqi. This is the first time that Li Ziqi has made a public statement since she stopped working for three months.

Wei Nian said that she started Li Jiajia's equity plan more than a year ago and signed relevant agreements with all shareholders, and respected her own wishes. The company is willing to continue to communicate frankly about the cooperation between the two parties.

In addition, Weinian Company said that it has never thought about or controlled any related platform accounts of Li Ziqi.

It's about online celebrity Liziqi, the top stream company. As soon as the explanation came out, it was immediately listed on the hot search list in Weibo.

Less than an hour after the response of Micro-read Company was released, Li Ziqi's assistant quickly responded on Weibo. Who dares to ask for its shares in a company that has not even disclosed its contract to investors and shareholders truthfully?

In 216, Li Ziqi got attention with a short video of "Lanzhou Beef Noodles", and has since become the top stream in online celebrity. It has more than 27 million fans on the Weibo platform and more than 15 million followers on You Tube. According to institutional statistics, Li Zikai has accumulated more than 1 million fans worldwide.

Actually, the dispute between Li Ziqi and Wei Nian was known to the outside world at the end of August this year.

At that time, Li Ziqi's account had been closed for nearly two months. However, on August 29th, Li Zikai voiced on the social platform: "Capital is really a good means" and "disgusting". The next day, it revealed that it had called the police.

Then, according to the information disclosed by Li Ziqi's assistant, the party in conflict with Li Ziqi is a "third-party cooperative company".

It was not until October 25th that Li Ziqi sued Wei Nian and his boss Liu Tongming that the matter was completely settled.

It has been speculated that the dispute between Li Ziqi and Wei Nian mainly stems from Li Ziqi's lack of shares in Wei Nian.

After Li Ziqi signed a contract with Micro-Nian, Micro-Nian completed several rounds of financing, and after investing in Micro-Nian in ByteDance, the latter's valuation has reached 5 billion yuan.

but none of this has fallen on Li Ziqi-she has only one partner position in her mind, but she has no actual shares.

not only that, but the "Liziqi brand" that is realizing traffic realization is also controlled by micro-thoughts. The operator behind the flagship store of Liziqi, which is gaining money every day, is also Hangzhou Weinian Company.

And Li Ziqi's income in this piece is an agreed share.

As far as the current situation is concerned, Li Ziqi is determined to "give up" with Hangzhou Micro-thoughts.

it seems that Hangzhou micro-reading is also preparing to "remove plums and purify them". According to reports, some micro-employees said that people inside the company are now worried. It revealed that the double 11 marketing plan of Liziqi brand is still being done, but "it is estimated that there will be layoffs after double 11".

ByteDance's withdrawal seems to add a fire to Li Ziqi's "determination". On the 27th, the relevant person in charge of ByteDance confirmed that due to the dispute between Li Ziqi and the signing company Micro-Nian, ByteDance, the shareholder of Micro-Nian, started the withdrawal process on October 16th.

A source close to the transaction was quoted as saying that ByteDance had invested in Micro-education mainly because he was optimistic about Li Ziqi. Now that Li Ziqi and Wei Nian are in disagreement, ByteDance decided to withdraw from Wei Nian according to the investment agreement.

Recently, it was reported that ByteDance will directly sign Li Ziqi. ByteDance declined to comment on this news.

In this game where no more information has been disclosed, micro-reading has actually been defeated, with the top flowing out and the bytes withdrawing, not to mention the impact on other signing authors after this storm, regardless of whether the lawsuit is won or not? The commercial value of micro-reading has actually been greatly reduced, because in the competition for "Liziqi", it has never been just an IP, but a "person".

Perhaps after this storm, it is not only Wei Nian who needs to reflect. At the moment when the right to speak of capital is declining, it is an urgent problem for the whole industry to learn how to truly respect creators instead of treating them as "tool people" for corporate profits.

what is the possibility of Li Ziqi's comeback without micro-thinking?

Not long ago, Li Ziqi said in an interview with CCTV that even now, her content production team still has only four people, and most of her team with two photographers, an assistant and hundreds of people online are in the brand area. This also shows that the core strength of content production is still Li Ziqi himself.

It is possible to commercialize Li Ziqi after her solo flight, both theoretically and practically. However, whether it can reach this level depends on Li Ziqi's personal qualities. What kind of team Li Ziqi will choose, how to divide the benefits and how to commercialize are uncontrollable factors. Li Ziqi's thoughts on who wins or loses 2

Li Ziqi was originally named Li Jiajia, and Li Ziqi is a stage name. Li Jiajia came out to work very early, worked as a waiter, a resident singer in a bar, and a disc player. At first, he made a short video to "eat enough".

Hangzhou Weinian Brand Management Co., Ltd. is an MCN organization signed by Li Ziqi (a multi-channel network product form and a new online celebrity economic operation mode).

In 216, when the account was slightly improved, Liu Tongming (owner of Micro Reading and supervisor of Sichuan Ziqi Culture) offered an olive branch to Li Jiajia, claiming that it would bring her resource support. He also personally went to Li Jiajia's city to show his sincerity. In September, Wei Nian began to cooperate with Li Ziqi, adopting the contract mode, and Wei Nian provided social media resources promotion services for him, while Li Jiajia was only responsible for content creation.

in November, Li Ziqi's "Lanzhou Beef Noodles" video exploded, and since then, the number of each of her ancient food videos has been stable at more than 5 million. In April, 217, the video point of Li Zikai's swing was broadcasted as high as 8 million on the whole network, with more than 1 million praises, and it was once again out of the circle. With the popularity of Li Ziqi, the reputation of micro-reading in MCN is getting louder and louder, and the valuation is rising all the way.

Li Jiajia currently works for two companies, one is "Sichuan Ziqi Culture Communication Co., Ltd." and the other is "Shanghai Chenxiangli Creative Planning Studio".

Sichuan Ziqi Culture Communication Co., Ltd. was established in 217. Li Jiajia is the executive director, legal representative and shareholder, holding 49% of the shares, and the other 51% of the shares of the company are held by Wei Nian. The trademark information of this company includes "LIZIQI", "Liziqi" and "Qijia Good Things". At the same time, Li Ziqi WeChat official account and the official social media of the brand are also under the name of this company. In December 217, Li Zikai and Hangzhou Weinian ended their brokerage contract, that is, they had already "broken up" after the establishment of Ziqi Culture.

"Shanghai Chenxiangli Creative Planning Studio" was established in 22 as a sole proprietorship enterprise, with Li Jiajia as the legal representative and shareholder, holding 1% of the shares. There is no trademark, WeChat or social media account information under its name.

In addition, on April 25th, 221, there was a newly established "Ziqi Culture Co., Ltd." with a registered capital of RMB 5 million, with Zhang Shihe and Zhang Hongjuan holding 5% of the shares respectively, and the legal representative is Peng Dongfa. It is not clear about the relationship between this company and Li Jiajia himself and Wei Nian.

Weinian was founded in 213. Up to now, * * * has experienced seven rounds of financing, and currently * * * has 22 shareholders. From Huaying Capital and Zhuoshi Capital in the early days, to Mango Cultural and Creative Fund and social media in the B round, and then to ByteDance, Huaxing New Economic Fund and Congbi Qiushi this year, but there is no Li Jiajia. This means that she also has no dividend right on the equity of the company.

In addition to Li Ziqi, Weinian also owns delicious roast chicken, Hana Lin, Moka Fang Moka and other online celebrity. At present, in addition to cultural communication companies, Weinian foreign investment companies also include Zhejiang Weinian Jianggui Yuxin Industrial Co., Ltd., Guangxi Jiaxu Food Trading Co., Ltd. and Guangxi Xingliu Food Co., Ltd.

Hangzhou Weinian Company * * * applied for 7 "Liziqi" trademarks, but it was frequently blocked. These trademarks were mainly applied in 218 and 19, of which 45 were invalid, and of the 21 applications, 4 were rejected for review. Wei Nian owns the copyright of 155 related art works related to Li Ziqi brand, most of which are commodity illustrations and fonts, such as "Li Ziqi brand logo", "blue printed cloth", "Liuzhou snail powder" and "calligraphy style-Ziqi". The affiliated companies behind the flagship store of Liziqi Tmall on Taobao are micro-thoughts; The snail powder factory "Guangxi Xingliu" established by Liziqi brand, the major shareholder behind it is also Hangzhou Weinian. The media claimed that the publishing and operation of bilibili, Watermelon Video and overseas YouTube platforms were mostly controlled by Hangzhou Weinian, but Weinian denied this in a statement on November 1.

Only the trademark copyright belongs to Sichuan Ziqi Company, a joint venture of both parties. Sichuan Ziqi Culture Company owns 27 registered trademarks related to Liziqi and the copyrights of three related music works. Therefore, the only way for Sichuan Ziqi to earn money is to license the trademark to Hangzhou Micro-read, and then give it to Liziqi himself in the form of shareholder dividends. The specific sharing mode is not disclosed to the outside world.

in a limited liability company, unless otherwise agreed by both parties, shareholders shall vote in proportion to their capital contribution. Shareholders holding more than half of the shares can pass ordinary resolutions on the company (such as electing and replacing the executive director, legal representative and supervisor, and deciding the company's business policy and investment plan, etc.), while major issues (such as amending the company's articles of association, increasing or decreasing the registered capital, merger, division, dissolution or change of company form) need to be passed by shareholders with 2/3 voting rights. On the surface, Li Jiajia has a veto power over the major issues of the company; Based on the authority of the executive director, she has control over the management of the company. However, Micromind can independently make a resolution to replace the executive director. Therefore, once there is disagreement on major issues, it is easy for the two sides to reach a deadlock.

and more importantly, the value of Li Ziqi's IP is not that I earn 1 yuan and give you 1 cents, which is almost unnecessary to calculate the volume of the account.

Brand value and commercial value of Liziqi

It is naturally the commercial value of Liziqi IP that causes disputes between the two sides. On August 17, 218, Liziqi Tmall flagship store was launched. Six days later, the sales of this store with only five products at that time exceeded 1 million yuan. In 22, the sales of Liziqi brand will be 1.6 billion, up by 3% year-on-year, ranking 22nd among new consumer brands in China, and the advertising and marketing expenses are obviously lower than other brands.

Liziqi brand has launched a number of joint products with People's Daily, Forbidden City Food and National Treasures. Among them, the most popular snail powder in the whole store, Taobao won the first place in the fast food award, with monthly sales exceeding 1.5 million copies and monthly revenue exceeding 5 million yuan. In May 22, the daily output of Liuzhou snail powder reached 3 million bags, and Liziqi snail powder can account for more than a quarter of them, which is in short supply.

At present, Li Ziqi has 16.3 million followers on YouTube, with the highest video playback volume reaching 1 million, with an average of 15.68 million. According to the rules of the platform, the number of broadcasts per thousand times is between 7.4 yuan and 13.37 yuan. The more developed the fan source area is, the higher the value is, while Li Ziqi fans mainly come from the United States. It is estimated that the monthly account of Liziqi is divided into 3.6 million to 7.2 million RMB, with an annual income of more than 4 million RMB.

Tuyuan Network, invasion and deletion

The commercial realization is basically in the hands of micro-readers, and it is hard to say how much Li Jiajia, who is only responsible for content output, can benefit. Therefore, in the eyes of the outside world, behind the "good means of capital" is equity and sharing, which is the core reason why Li Ziqi and Wei Nian moved from close partners to the antagonistic relationship between plaintiff and defendant.