90 after the net red lizi a year income of more than 500 million? Some have questioned her "100 million in the family", revealing: the business map behind Li Zixuan
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Into the economic life of everything
Guide:2019 is the first year of live e-commerce.
From lipstick a brother Li Jiaxuan, to the sea net red lizi.
CCTV's official account comments on why short video blogger Li Zixuan is on fire all over the world - "Not a word praises China, but she tells the Chinese culture, tells the Chinese story." "
From a business point of view, how much money can the fire-snring internet red lizizi make all over the world? What is the brand value? What is the business map behind it?
come to the source21st Century Economic Report (ID:jjbd21) Synthesis from: City Sector (Author: Shen Wei), Operations Research Institute (U_quan), Tencent DeepNet（qqshenwang；Author:Xiang Xin) , Southern Metropolis Daily (Zhu Yujing)
In a blink of an eye, 2019 is coming to an end.
This year, many internet red people have created a variety of "myths", refreshing our understanding of "net red":
"Lipstick brother" Li Jiaxuan double 11 live 4 hours 30 million people watched, inventory of hundreds of thousands of goods on the shelves for 3 seconds was snapped up ...
Li Zixuan has 7.5 million followers on YouTube (and is still on the rise), surpassing the BBC, CNN and other well-known media at one point...
Li Zixuan is a video blogger with more than 20 million Weibo followers and more than 30 million followers. Her video focuses on traditional Chinese cuisine and culture.Presents the audience with a "from nothing to nothing" process.For example, make brush, ink, paper, table, make soy sauce, homemade bread cellar and so on.
Papermaking
Homemade bread cellar
Li Zixuan not only has a very high popularity at home, overseas is countless circle powder. As of December 12, Mr Li had 7.5m subscribers on YouTube, surpassing even the BBC's 5.59m.
As of December 12, 2019
The channel has 7.5 million subscribers on YouTube
CCTV touts Li Zixuan, calling her a spokesman for China:
In her works, every frame has a love of home, understand this love does not need to translate, for The Chinese endorsement, she did ...
People's Daily Review:
Li Zixuan's video does not have an English text, but circled countless foreign powder... Whether it is real life or careful interpretation is not really important, what is important is that it expresses the beauty of Chinese life...
Along with the explosion, there was a series of controversies: some said her video was not filmed by herself, but by the professional team behind it, someone turned over her experience of working as a resident singer, and some said she was a rich second generation, "there is a billion in the family."
So, how is Li Zixuan's IP built? Its profitability and brand value geometry? What about the team and business map behind her?
Li family has a woman, known as Zizi, red yarn cover face, eyebrow red print.
Li Zixuan's social account avatar.
The 90-year-old girl, who had already gained a large fan base on Instagram, Weibo and Station B three years ago, now has 7.5 million followers on Youtube, a number that is growing rapidly.
Compared with CNN's 7.92 million followers, the BBC's 5.58 million, FOX's 3.82 million, Li Zixuan's infectious power can be seen.
On Youtube, almost every video played by Li Zixuan is over 5 million.Her fans come from all over the country, and although the video played on the Internet doesn't have English subtitles, it doesn't affect her love and understanding of country life.
Li Zixuan's food video revolves around an "old" word, ancient country life, traditional cuisine, ancient processes, and with plain antiques and melodious old tunes, Plum's video presents a realistic version of the world's peach source.
Netizens from all over the world are immersed in the romantic and leisurely rural life of China she shows in the video.
In her clever hands, bamboo can become sofas, old wood into swings and washbasins, bricks, beer bottles and silt can be turned into bread kilns on the ground, the video also has a gentle and silent grandmother, when working there are always small earth dogs to turn around, netizens have said "cure", praise her as an "idyllic elf."
In the video, she seems to be omnipotent, whether it is making food or field picking, Li Zixuan personally.
The most-played video was uploaded 10 months ago"Peanut melon sugar gourd, dried fruit snowflake crisps - annual snacks", which is 10 minutes and 11 seconds long, has been viewed 40.19 million times.
In the video, Li Zixuan will be hair plated, dressed in dark blue cotton wool, a person in front of the house and homemade earth stove before the preparation of the annual snacks, string hawthorn, apples, boiled icing sugar, sugar fried chestnuts, spicy fried beef made into hand-torn beef jerky, popcorn, fried melons, fried ghee egg rolls, drying mangoes.
The camera pulls far, accompanied by soothing music, her house hidden in the mist of the green mountains, the yard is full of fruits and vegetables and exotic flowers, whether she went up the hill to pick or go home to work, there are always two lovely little dog accompanied, grandmother is also at home waiting for her return.
Li Zixuan is preparing the annual goods.
In addition to the title introduced in English, Li Zixuan's video has only simple Chinese subtitles, but this does not prevent the world's netizens from liking on her love, can always harvest a lot of real feelings in English comments, this video was liked 13,000 times by a user named Kathaleen Wood,"Deeply immersed, I know what life is like."
If you've looked through Li's videos, you'll find the biggest difference between her and other video bloggers:The video cycle span is extremely long.
For example, the life of ginger, shooting from late spring ginger species, to germination, harvest, after the long season of autumn and winter;
Beat soy sauce brewing is also from the seeding of soybeans to start;
Have done winter cotton quilt, is from the silkworm, silk re-made quilt.
So the video also shows a sense of time flow.
The theme of Li Zixuan's works is basically derived from Chinese ancient traditional life, with the Chinese nation's food culture as the main line, around food and clothing. Young people accustomed to fast-paced urban life see another option in life here.
In November 2016, she shot the explosive video "Lanzhou Beef Noodles", which had 50 million likes and more than 600,000 likes.
In April 2017, the video "Swing" had more than 10 million hits in the U.S., 80 million across the web and more than 1 million likes. Before reaching a million followers, dozens of advertisers came to the door every day.
Under this, Li Zixuan is really on fire.
In addition to enjoying the traffic after the burst, Li Zixuan also had to face up to the controversy that followed.
There's too much controversy.Some people say that her video is not filmed by herself, but by the professional team behind it, someone turned over her experience of working as a resident singer, and some say that she is rich second generation, "there is a billion in the family."
At first, someone asked how the video was shot, and Mr. Li occasionally replied that he had taken it with a tripod, and that most of the results were disbelief, questioning, and even denigration.Then I simply didn't bother to reply, "Love how to think."
These rumors and videos of the plain, elegant, quaint image of the lizizi formed a huge contrast, and after the explosion of the name wrapped together, suddenly pushed the lizizi to the tip of the wind and waves.
Later, in an interview in the living room of sina, Li Zixuan asked in the face of the rich second generation rumors of the evidence,"Do you look like me?"'I've been to our newspapers more than once since the fourth grade, but not because of the rich second generation, ' Mr. Li said. Later, also because of this reason, there are good people in the city to fund me to continue to study. Besides, whoever is so rich in the first time will be so tired.
Even three years after the "outing", these rumors are occasionally mentioned.
Rumours of the most vicious, Li Zixuan simply directly "blocked" themselves.On May 13, 2017, Li Zixuan posted a "negative energy blast" announcing the suspension of more tweets, online rumors, and even personal attacks, disinformation and deliberate smears to make her vulnerable.
In order to prove his innocence, an angry Li Zixuan also sent out a brain during the video shoot and the screenshots that remained.
For example, in order to better shooting effect specially bought the first SLR camera and tripod in life;
In order to find the right picture and angle up and down the river, climb to the tree to fix the camera, the size of the home bench, pots and cans are also in use;
There are also screenshots of videos edited with mobile phone software.
The problem with editing is that you're slowly groping yourself or asking someone else to solve it.
After stopping the storm, in order to improve shooting efficiency and video quality, Li Zixuan began to ask the photographer to help shoot and restore the normal shooting rhythm. Now the photographer will follow her line of thinking to help her shoot the material, Li Zixuan then to cut the theme part behind, including color adjustment, subtitles.
"It's my own work, a lot of nuances, and I know better what I want." Li said.
So what about Mr Li's "valuation" and profitability?
Regarding the specific profitability under such a high degree of heat, the media "dug number" made statistics.
It has more than 7.5 million followers on YouTube, a foreign site, and its ad-sharing revenue will reach 38.83-7339 million per month. That is, if calculated by average numbers,Mr. Li will earn more than $6 million a year on YouTube alone.
In addition, the Li Zixuan brand opened Tmall flagship store, the video related to the products are sold in the store. In the same kind of products in the price is not low, but the traffic and holding sales are good. In general terms of selling price and monthly sales,Its Tmall store has a monthly turnover of more than 40 million, or 480 million a year.
In addition, Li Zixuan in various social platforms in China, microblogging, fast hand, jitter, B station, such as the cumulative number of fans more than 50 million.
Although no ads have been received at present, but if according to the previous online circulation of online red advertising quotations to calculate, to the number of more than 30 million fans on the jitters, the price of an advertisement at least more than a million.Even if only one is made each month, there are more than 10 million dollars in income each year.
In this way, in theory, the annual revenue of the Li Zixuan brand can exceed 500 million,But it's not clear exactly how it's going to work with brokerage firms.
In the recent heated discussion, some netizens said: Li Zixuan is just the result of the marketing of the net red team, is only a product.
Some netizens also think: What's wrong with the team? The team is trying to make the video better.
Li Zixuan started from the ground up, by virtue of their own efforts to harvest the first batch of fans. But the current red-hot and reaping publicity is clearly no longer just her own work.
According to public information,The net red incubation team behind Li Zixuan is Hangzhou Micro-Ing Technology Co., Ltd. (hereinafter referred to as Micro-Ing Technology), is an MCN organization that incubates KOL (Opinion Leader) through short videos and extends to consumer brands.
According to tian-eye data, Micron Technology was established on February 28, 2013, with a registered capital of RMB 5.2008 million.
The company has now completed the C round of financing, the latest investors include Yu Biqiushi, Hongfan Capital. Prior to May 8, 2018, Micron Technology announced that it had completed 80 million yuan of round B financing, including investment institutionsChenhai Capital, Mango Creative, Sina Weiboand so on.
Photo Source / Sky Eye Check
Liu Tongming, a well-known broker, has been in the net red circle for many years.In addition to Li Zixuan (Weibo fans 21.12 million), the company also owns dozens of head KOL (Weibo fans 13.09 million), "Scented Chicks" (Weibo fans 5.07 million), "Jonny Johnny" (Weibo fans 4 million), "Ziwang" (Weibo fans 3.85 million) and other dozens of head KOL and a number of new consumer brands, working with hundreds of different platforms.
In addition, There are companies in Li Zixuan's own nameSichuan Zixuan Culture Communication Co., Ltd.
Micro-mind and Li Zixuan's company is also inextricably linked. Founded on July 20, 2017, the company has a registered capital of RMB 1 million, with Li Jiajia (li Zixuan's original name) holding 49% and Hangzhou Micron Technology Co., Ltd. holding 51%.
Public information shows that "Li Zixuan" this trademark intellectual property information more than 100, the applicant companies are Hangzhou Micron Technology Co., Ltd., commodity categories include food, clothing shoes and hats, dye grease, beer and beverage, financial management, catering accommodation and so on.
As recently as October 30 this year, Cat Eye Entertainment also reached a strategic cooperation with Micron, the two sides will be based on their respective layout in the media matrix, head short video content, virtual idol accounts, star resources, high-quality traffic and other aspects of marketing and operational cooperation, in addition, Cat Eye will use the advantages of the platform, for Micron KOL (opinion leader) to provide more yuan of commercial services.
According to other data, Hangzhou Micro-Ing Technology Co., Ltd. behind the beneficiary companies as many as 50, includingGreenfield Holdings, ZTE, Xinhua Media, Vanke, Light MediaWait, but the shareholding through layers is very low.
In micro-read technologyShareholders.In, Sina Weibo four words are particularly eye-catching.
As early as 2016, before getting the strategic investment of Sina Weibo, Micron Technology was already one of the 12 core partners with Weibo, and the others included the well-known papitube, one, new studio, two more and so on. At the time, there were 326 partners on Weibo, of which 110 had an overall valuation of $52.8 billion.
2016 was also the year of the outbreak of short video content on Weibo. In the third quarter, the average number of short videos posted on Weibo reached 320,000 a day, with a peak of 23 trillion retweets. To that end, Weibo plans to invest $1 billion the next year to increase the spread of short videos and to introduce original protection mechanisms to encourage original authors.
The explosion of short videos has also made microblogging "selling goods" the main way to make money for online reds. In 2016, NetHong earned 11.7 billion yuan on its microblogging platform, including 10.8 billion yuan in e-commerce.
Among the 12 companies that signed the core cooperation with Weibo at that time, Micron Technology was the only short video network red e-commerce company: at the same time, it has the ability of short video network red content production, net red data analysis operation, e-commerce operation, brand customization, whole-product supply chain (imported beauty, imported snacks, imported health care products, old Chinese characters).
Micro-learning technology, which has short video network red resources, has obviously run ahead, and e-commerce is the most effective way to cash out microblogging, which is also an important reason to get the investment of Sina Weibo later.
From micro-read technology to Sina Weibo, Li Zixuan gradually has the net red people look forward to the under card.
In Li Zixuan's own words, she went from being "a little transparent and becoming a lost person to society". After entering the public eye and being paid more attention to, Li Zixuan's sense of responsibility beed heavier.
"If you want to do more things that are good for society, such as the spread of traditional culture, non-cultural craftsmen, you want to show these old things to everyone, so that more people know." Li said.
21 Jun
Little buddies, what do you think of the phenomenon of the hot lizi? Do you pay attention to this category of short video bloggers? Would you like to buy the relevant products?
Millions of readers are watching...
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This issue is edited by Liu Lane
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