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This farce unexpectedly made Wang Xiaofei’s Sichuan cuisine brand Ma Liuji become popular.

Author: Sui Kun

These days, almost all men are paying attention to the World Cup, except for one man who is paying attention to his mattress. He is Wang Xiaofei.

The cause of the matter came from an economic dispute. It is reported that Wang Xiaofei has stopped paying living expenses to his ex-wife Xu Xiyuan since March and has already owed several million yuan in arrears.

When Wang Xiaofei saw the news, she ran away.

He posted 22 Weibo posts in one day, saying that he did not default on alimony, but just didn’t want to “pay their electricity bill anymore.”

The most exciting one is the Weibo about mattresses. "I bought that house for NT$400 million. I paid a down payment of NT$240 million. I paid the monthly mortgage of more than NT$1 million. It was all designed in my style and I watched the decoration. It doesn't matter if others live in it, you just change the mattress. Okay?”

Some netizens called this Wang Xiaofei’s “crazy literature”, and even her mother Zhang Lan, Big S’s mother Huang Chunmei, and Little S’s couple were forced to get involved.

However, this farce unexpectedly made Wang Xiaofei's Sichuan cuisine brand Ma Liuji "popular". He didn't know whether he wanted to laugh or cry.

The first of the "Four Young Masters in Beijing"

Luoluo Luoluo's Life

2011 was a tumultuous year, and it was also the year of the flash marriage between Wang Xiaofei and Big S. The "Wedding of the Century" held was once a hot topic among the people.

At that time, Wang Xiaofei was the leader of the legendary "Four Young Masters in Beijing", and Zhang Lan's high-end catering brand South Beauty was also at its peak.

In 2008, South Beauty became a cooperative catering brand for the Beijing Olympics. The following year, Zhang Lan appeared on the Hurun Catering Rich List with a net worth of 2.5 billion yuan.

At that time, South Beauty was “expensive and prestigious.” When you enter, a service staff will tell you about the Nasdaq index. A portion of fried vegetables can be sold for 80 yuan. Remember, that was 14 years ago. If you go to have a meal, no one can help but visit the campus or QQ space.

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As the son of South Beauty, Wang Xiaofei is always surrounded by female stars. Zhang Ziyi, An Yixuan, Zhang Yuqi and others take turns to spread scandals with him like a revolving lantern.

Wang Xiaofei and Zhang Yuqi.

But in 2011, Big S suddenly appeared next to Wang Xiaofei and announced the wedding date at lightning speed.

At that time, the media even went to confirm with his rumored girlfriend Zhang Yuqi whether they had broken up. After Zhang Yuqi gave her generous blessing, everyone finally believed that Wang Xiaofei and Big S were going to get married.

In March 2011, their wedding was held in Hainan. It was an amazing wedding, even more outrageous than the subsequent divorce battle. The scene was so "catchy" that even today, 11 years later, marketing accounts are still recalling it tirelessly.

Da S, who pays attention to skin care, once prayed not to be too exposed to the sun that day. As she wished, a strong wind blew up that day, and Da S’s father was involved in his daughter’s wedding dress; Huang Xiaoming was late for 5 hours, and it was revealed that the reason was " Insist on flying first class"; Na Ying was dissatisfied with Xiao S saying to Wang Xiaofei, "If you don't treat Big S well, I will kill you", so he changed the song "A Dream" to "Conquer"; Big S did not allow the media to take secret photos, but Zhang Chaoyang was The Sohu team was secretly broadcast live at the scene; the famous Douban gossip group Goose Group was born because of this wedding

The wedding scene.

This chaotic wedding seems to indicate that everything will not go well in the future.

In 2012, Zhang Lan’s famous club Lan Club was forced to resell due to unclear positioning and high initial investment costs.

In 2014, Zhang Lan failed in the capital game and gave up 82% of South Beauty's shares and was completely eliminated. Beauty Jiangnan, which has always taken the high-end route, even sold lunch boxes for 26 yuan at that time.

Wang Xiaofei, who is deeply tied to her mother's career, will never regain her former glory. Later, not only did there appear rifts in the marriage, but even the investments suffered repeated failures.

Investment is like wasting money

Tianyancha shows that Wang Xiaofei is affiliated with 16 companies, 12 of which are still open, covering catering, technology, film and television, etc.

In 2013, Wang Xiaofei founded a company called Herunlin Food Company. This company has applied to register the "S tea" and "tea S" trademarks, and invited Big S to be a spokesperson, aiming at the tea drinking industry.

However, Herunlin has only launched one product since its establishment, and its net profit within one year after opening was 0.02 million yuan, which is 200 yuan.

In 2015, Wang Xiaofei entered real estate and served as the chairman of Beijing Hezun Real Estate Company. But the "miserable" thing is that according to the company's 2015 financial report, the total assets were less than 260,000 yuan, and the net profit was only 10 yuan. It will no longer publish financial reports to the outside world.

This company once occupied an important position in Wang Xiaofei’s business map. At the time of the divorce, the title of Chairman Hezun was still the identity introduced by him on Weibo.

In this business, Wang Xiaofei also bound Big S’s “IP” and applied for registration of multiple related trademarks for the company, such as “SHOTEL Hotel” and “Xuxu Hotel”.

SHOTEL Hotel

SHOTEL Hotel was once a witness to the love between the two: In 2017, Wang Xiaofei spent NT$350 million to open the hotel and placed photos of Big S and her children. Placed in every corner of the hotel.

However, the monthly rent of the SHOTEL Hotel alone is NT$7 million. Big S had previously sold luxury homes to help run the hotel, but the hotel still had not improved.

Wang Xiaofei also served as the chief brand officer of Xinyi Logistics, and established the e-commerce platform "Jiufen Market", focusing on Taiwanese snacks, snacks, and purchasing beauty products, but it also did not arouse What splash.

Wang Xiaofei has been criticized before for being "deeply bound to his wife's IP" for his personal business. However, some media found after sorting out that there was no business relationship between the two when they divorced.

According to information from Tianyancha, Wang Xiaofei is currently a shareholder of 10 companies, among which no big S or related person holds shares. There are also rumors that the SHOTEL hotel, the two's "love witness", also planned to change its name to "Philippine Business Travel". However, this news was not recognized by both parties.

In 2020, Wang Xiaofei returned to the catering industry and founded Ma Liuji. He calls this his "second real venture" and plans to open 300 to 500 stores across the country to create a "light luxury Internet celebrity restaurant" based on traditional Sichuan cuisine.

Information photo.

However, despite his enthusiasm, he still fell into the difficult situation of the catering industry in the past two years. Ma Liuji's stores are mainly located in Beijing and Shanghai. With the recurrence of the epidemic, 6 stores have closed down in May. In August, Wang Xiaofei cried out in a Douyin live broadcast that the restaurant suffered a loss of tens of millions, and the topic #王小feifacesbankruptcy# quickly became a hot topic

"Crazy" makes Ma Liuji reborn?

No one expected that as Wang Xiaofei staged "Crazy Literature", Ma Liuji actually staged a comeback.

Currently, the sales of Ma Liuji products have achieved rapid growth, and the sales of a single product have exceeded 100%. Ten thousand. Many people said in the buyer's message, "Come and help Xiaofei pay the electricity bill."

Although offline operations have encountered difficulties, Ma Liuji's online sales have been good. Ma Liuji's Tmall flagship store shows that the monthly sales of hot and sour noodles with a rush price of 24.9 yuan are more than 20,000 units. In comparison, the sales volume of Li Ziqi's hot and sour noodles is only more than 7,000 units.

In addition, the sales of Ma Liuji's small meat sausages, small yellow croakers, dried radish, and Chongqing noodles have also reached monthly sales ranging from 200 to 1,000 pieces.

Especially in the past two days. , Ma Liuji went "crazy" in the e-commerce segment.

According to reports, while netizens watched Wang Xiaofei and Da S, they went shopping "crazy" in live broadcast rooms such as Ma Liuji and Zhang Lan. From November 21st to 22nd, the sales of Ma Liuji Hot and Sour Noodles exceeded 5 million yuan, a day-to-day increase of more than 300%.

On November 25, #马六记 Hot and Sour Noodles sold out in two days. The topic "over 5 million yuan" has become a trending topic on Weibo, with many netizens leaving messages: "Buy one to support Xiaofei's purchase of mattresses. ”

It is reported that from November 5 to November 21, Zhang Lan transformed into a “model worker” and broadcast a total of 40 live broadcasts, averaging nearly 3 live broadcasts per day. On November 21, that is, Wang Xiaofei On the busiest day of "Crazy Literature", Zhang Lan started 5 live broadcasts.

Financial media reported that Zhang Lan's earliest live broadcast started at 10:05 a.m. and the latest one. The game started at 19:00. As of now, Zhang Lan’s Douyin account has gained more than 120,000 followers.

Gray Dolphin data shows that the GMV of the five live broadcasts exceeded 1.5 million yuan. The hot and sour noodles for 39.9 yuan sold more than 10,000 copies, contributing more than 500,000 yuan in GMV; the small yellow croaker for 4.99 yuan sold more than 30,000 copies, contributing more than 100,000 yuan. GMV - Comparing the data of the previous seven days, Zhang Lan's previous live broadcast sales ranged from 100,000 to 200,000 yuan. The GMV of sales on November 20 was about 200,000 yuan, which increased nearly 7 times on the 21st.

Of course, Zhang Lan himself also knows how to live broadcast. Zhang Lan once cried in the live broadcast room, "Our good family is gone, our mother and son have been taken advantage of, and all the money they have earned for more than ten years has been squeezed out." Then she changed the subject and asked netizens if they wanted to see the evidence, while she was numb He showed off the instant peppercorn chicken and gave a close-up of the hot and sour noodles in his hand.

As a veteran of the ups and downs of the business world for decades, Zhang Lan is very good at "getting things done". A few days ago, she had put braised eggs and green tea on the shelves in the live broadcast room and packaged them for sale. This suspected behavior of Big S and her husband quickly became a hot search topic and brought a wave of traffic to Zhang Lan’s live broadcast room and Ma Liuji.

Zhang Lan sells green tea in his live broadcast room.

On November 25th, not only Zhang Lan but also the Ma Liuji live broadcast room worked hard. They started live broadcasting at 3 pm that day and lasted until 3 am the next morning. This 12-hour live broadcast brought Ma Liuji more than 1 million yuan in GMV and more than 1.17 million people watched it. Among them, the best-selling product is still hot and sour noodles, with one single product contributing more than 900,000 yuan in GMV.

The comment area of ??the Ma Liuji live broadcast room was also very lively, and netizens were divided into two groups and started arguing. Some people support Wang Xiaofei's family's "beautiful counterattack", while others highlight Wang Xiaofei's past cheating.

In response to this, some netizens laughed and said that although Wang Xiaofei started the era of "crazy literature" on the Internet, Ma Liuji has definitely "won Ma".

However, how long can the traffic generated by a social hot spot last? In the current difficult operating situation in the catering industry, can Ma Liuji, under the leadership of Wang Xiaofei, "strategize" and convert the traffic code into a wealth code? People will wait and see.

Producer: Lu Hong

Producer: Zhang Jiankui

Editor-in-Chief: Xu Chenjing

Editor: Ling Yun