Details of Li Ziqi's micro-reading event

Details of Li Ziqi's micro-reading event. Recently, Micro-reading Company admitted that it had not reached an agreement with Li Ziqi on equity and other rights and interests, but it had actively communicated many times. Li Ziqi, on the other hand, seems to disagree with the response of micro-thoughts. The specific situation of Li Ziqi's micro-thinking event. Details of Li Ziqi's micro-thinking event 1

Recently, Li Ziqi has frequently become a hot topic on Baidu, social media, Zhihu, today's headlines and other platforms.

Since the video of Salt was released on July 14th, Li Ziqi, who has become a symbol of China's pastoral culture, has not updated any new works, which has attracted all kinds of speculations. Finally, after a hundred days off, Li Ziqi sued Hangzhou Weinian Brand Management Co., Ltd..

The whole story of Li Ziqi's trademark incident

In August, Li Ziqi and National Treasures jointly published a limited edition snail powder. (corresponding to the peak of public opinion ①)

On August 26th, Li Ziqi's assistant sent two blog posts in succession, one reminding everyone not to be cheated by fraudulent text messages in the name of Li Ziqi, and said that it had been reported to the public security organ; Another responded to the incident of stopping the shift, saying that Li Ziqi needed time to sort out practical problems and also needed continuous learning. Subsequently, it led to speculation that Li Ziqi and his partner company had different opinions.

On August 3th, Li Ziqi rushed to the hot search again because of an oasis dynamic, and "Qing Morning Post called a police officer", and attached a photo of herself in the police station. In the comments, she replied to the netizen: "Capital is really a good means." It was deleted soon afterwards. (corresponding to the peak of public opinion ②)

On September 14th, due to the "fake moon cake" incident, Liziqi Company issued a lawyer's statement: the "high-priced moon cake" in Yibin, Sichuan Province was an act of a supermarket using Liziqi brand name to deceive consumers, and the moon cake had nothing to do with Liziqi. From the pictures taken by netizens, it can be seen that the small ticket shows the moon cakes of Liziqi, but the moon cakes of other brands are bought. Not only that, there is also a huge difference between the online and offline prices of this product. The offline price is 786 yuan/box, while the online price is only 189 yuan/box.

In mid-September, it was rumored that Li Yapeng had completely taken Li Ziqi's team, and the topic of "Li Yapeng poached Li Ziqi's team" went on a hot search platform. The news that "Li Zikai is caught in a capital equity dispute" is widely circulated on the Internet, and some insiders have exposed the equity structure of Li Zikai's company. Most of Li Zikai's intellectual property rights and commercial content are under the name of Micro-read Company. If she quarrels with the company, she doesn't even have control over the account. Li Ziqi will lose everything if she quarrels with the company. (corresponding to the peak of public opinion ③)

On September 29th, Li Ziqi was interviewed by Xinhua News Agency. Frankly speaking, the recognition of her video is a great encouragement for her, and she will continue to strictly control the quality of the video. "A good life is actually the love and yearning in her heart." (corresponding to the peak of public opinion ④)

On September 23rd, Li Ziqi was appointed as "Ambassador of Sichuan Agricultural Culture Image".

On October 22nd, Li Ziqi boarded CCTV for an interview and talked about the next life plan. There are three things that she wants to do most. One is about rural revitalization and prosperity, the other is about the inheritance and dissemination of intangible cultural heritage, and the third is about the guidance of young people. Li Ziqi doesn't want young people to want to be online celebrity in the future. (corresponding to the peak of public opinion ⑤)

On October 25th, Sichuan Ziqi Culture Communication Co., Ltd., Liu Tongming and Hangzhou Weinian Brand Management Co., Ltd. added new filing information. The plaintiff in the first instance was Sichuan Ziqi Culture Communication Co., Ltd., and the defendants were Hangzhou Weinian Brand Management Co., Ltd. and Liu Tongming. In addition, all the trademarks of Liziqi applied by the company were rejected, and the trademark process status was changed to invalid, waiting for rejection and review, etc. The international classification involved material processing, catering and accommodation.

On October 27th, ByteDance withdrew from Li Ziqi's signing company, which became a hot topic. On June 3, 221, ByteDance affiliated company Beijing Quantum Leaping Technology Co., Ltd. took a stake in Hangzhou Weinian, with a shareholding ratio of about 1.37%. After financing at that time, its valuation reached about 5 billion yuan. On October 16th, ByteDance started the exit process with less than half a year's investment. According to a person close to the transaction, 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 decides to quit. (corresponding to the peak of public opinion ⑥)

On the evening of November 1st, Wei Nian finally responded to relevant matters, saying that more than a year ago, Wei Nian proposed the equity plan and cooperation mode direction with Li Ziqi, and signed an agreement plan on relevant share arrangement and cooperation fees with the consent of shareholders. He had communicated with Li Ziqi on equity and other rights and interests for many times, but no substantial progress was made. Micro-reading has never controlled any related platform accounts of Li Ziqi. Li Zikai herself has also responded in the comment area that the account belongs to her.

Then Assistant Li Ziqi sent a response, saying that the "equity plan and signing relevant agreements with investors" stated by Wei Nian was not an equity dispute, but someone deliberately did it with rhythm, with a picture of "reversing black and white". Earlier, some people familiar with the matter said that the main reason for Li Ziqi's lawsuit was that Wei Nianfang had violated the contract. (corresponding to the peak of public opinion ⑦)

Since August, there have been about 92w pieces of public opinion information related to "Liziqi" on the whole network in the past three months, and most of the events corresponding to the peak of public opinion have something to do with the trademark dispute between Liziqi and Weinian.

If we briefly summarize the incident, it can be divided into four stages:

In the first stage, Li Ziqi reported to the police that the two sides had reached an irreconcilable level, but at this time, the information publicly disclosed was limited, which led to rumors; In the second stage, under the true and false news, the dispute between the fake moon cake incident of Liziqi, the rumor of Li Yapeng digging Liziqi team and the problem of Liziqi's shareholding structure began to surface; In the third stage, Li Zikai was hired as the "ambassador of Sichuan farming culture" and interviewed by mainstream official media such as Xinhua News Agency and CCTV. Before the official war, Li Zikai received a lot of support; In the fourth stage, Li Ziqi sued Wei Nian, and Li Ziqi and Wei Nian formally went to war. The break has been put on the table, and byte divestment is one of the results. Details of Li Ziqi's micro-thinking incident 2

The dispute between Li Ziqi and micro-thinking seems to have no signs of improvement.

A few days ago, Weinian Company admitted that it had not reached an agreement with Li Ziqi on equity and other rights and interests, but it had actively communicated many times.

However, Li Ziqi seems to disagree with the response of micro-thoughts. Between the lines, the possibility of reconciliation between the two sides is extremely small.

According to the latest report, Wei Nian's 51, shares in Ziqi Culture of Liziqi Company have been frozen.

This dispute caused a sensation in the whole network, not only because of the traffic of Liziqi's top-level IP, but also because it showed the distribution of interests between online celebrity and MCN institutions.

The conflict between individuals and companies is naturally dramatic. One is the well-known national online celebrity, and the other is the capital hidden behind online celebrity. In front of the capital, online celebrity, no matter how powerful, is unconsciously regarded as the weak.

At present, this dispute has entered the legal link. However, in the eyes of many people, the tacit cooperation between the two sides to the public discord, regardless of the outcome, is a kind of harm to the perfect IP of Liziqi.

It is reported that Sichuan Ziqi Culture is a joint venture between Liziqi and Weinian. It was established in July 217, and Weinian holds 51% of the shares. It was originally agreed to operate Liziqi brand.

In the commercialization of Liziqi IP, Liu Tongming and Liziqi, the founders of Weinian, cherish feathers very much, and they don't accept advertisements easily or bring goods live.

Weinian finally decided to build a consumer brand with "Liziqi" IP as its core, and successively launched products such as snail powder and lotus root powder.

In August 218, Liziqi Tmall flagship store officially opened. According to the online public data, five products have created a sales record of 1 million in three days.

At present, the store has 6.43 million followers, and the foods sold include snail powder, lotus root starch, hot and sour powder, etc. These foods can be found in Li Ziqi's video.

incubating new consumer goods through big IP, micro-reading, which greatly maintains the purity of Li Ziqi's video, also gives consideration to commercial benefits, is a very clever business idea.

However, the operator of this Taobao shop is Wei Nian, not Li Ziqi's ziqi culture.

That is to say, Ziqi Culture was established to operate Liziqi IP, but it did not take over the operation right from Weinian.

And Li Ziqi doesn't own any shares in Weinian. In the eyes of many people, Li Ziqi can't benefit from the profits of this Taobao store.