Li Ziqi is back, but her identity has also changed.
On an ordinary working day, Li Ziqi, dressed in plain clothes, suddenly appeared on the top of the hot search list. And it has been 793 days since her last update.
Two years later, Li Ziqi's identity has quietly changed from a short video blogger to a leader in the China Rural Youth Rich Association and the promotion ambassador of the China Farmers' Harvest Festival.
She is confident and generous in front of the camera:
"The countryside has a lot to do"
"In the future, I will continue to insist on using my own way to bring more high-quality content."
Yes, Li Ziqi is returning.
This reminds people of the end of last year when she reconciled with her old boss Weinian and took back the "Liziqi" brand.
But after all, can Li Ziqi, who has faded out of the Internet for so much time and cut off the past and returned to the future, still be able to return as a king?
01
The first hurdle after the return
Li Ziqi's return is a good news.
The domestic Internet has not seen pastoral poetry and wine or the breeze in the mountains for too long.
In the video comment section that has been around for nearly 800 days, although there are all shouts of "Yi Qing Hui", there are also many other voices mixed in -
In today's society, no matter how outstanding a woman is, she cannot escape the judgment of her appearance. What's more, Li Ziqi, who spreads Chinese culture to the world?
In fact, netizens who have been following Li Ziqi for many years will understand that whenever Li Ziqi appears in other people's cameras (such as interviews) , her appearance changes can be described as "high and low".
Only in his own video can Li Ziqi be wrapped in a layer of "fairy" filter. Use the most "fire and salt" picture to do the most "fire and fish".
However, as an internet celebrity with great public attributes, any change from Li Ziqi will become a topic on the Internet. And this appearance change may become the first hurdle after his return.
For "true fans", they are deeply attracted by Li Ziqi's works. They are likely to not make too much judgment on their appearance and only look forward to her "return of the king"; fans will be swayed because of their appearance, which will have a certain impact on Li Ziqi's return to a certain extent.
From the first hit in 2016 to the suspension of updates in July 2021, among the works released by Li Ziqi, it can be said that none of the videos focus on appearance and appearance.
In the traffic era where content is king, Li Ziqi relies on the ingenious idea of recording ordinary things vividly with the lens, to lay out too many incredible beauty, establish a foothold and build a barrier for her.
With the sounds of "waiting for you to come back" and "looking forward to updates", we can feel that Li Ziqi may really be irreplaceable.
02
793 days of disappearance
After taking back "Li Ziqi", Li Ziqi had no worries anymore.
And she suffered for hundreds of days for this moment.
All this originated from a tweet in 2021 "Good Capital Means" that revealed the contradiction between her and the MCN organization she belonged to back then.
In the following year, the two parties went to court many times on the distribution of IP rights and interests until the end of 2022, the two parties reached a settlement.
At that time, Weinian official used a simple explanation to end the tug-of-war between the two sides that lasted more than 400 days.
The final result seemed to be very happy, but in fact there was no winner.
Weinian, who lost IP, found a way out long before the "battle" between the two sides started - selling snail noodles. From Internet celebrity brokerage to new consumption fields.
In 2022, a snail noodle brand called "Smilion Treasure" quietly launched on the Tmall platform and operated independently from the Liziqi flagship store.
Although the brands are different, there is not much difference between the two in terms of price and OEM. The difference is that Weinian spared no effort to promote "Smold Treasure". In June of the same year, "Smold Treasure" became the chief sponsor of Beijing WB King of Glory Team.
Today, "Smilion Treasure" has become the leader of Douyin snail noodle brand and also has become the core brand of Weinian. According to data, Weinian's sales in 2022 will reach 1.8 billion+, and the proportion of new brand stinky treasures may reach 35%-40%.
In the past few years since its disappearance, Li Ziqi's three platforms, Douyin, Weibo and Kuaishou, lost a total of about 8.4 million fans, of which nearly 6 million fans were lost on the Douyin platform.
It is hard to imagine that Li Ziqi, who was once the number one internet celebrity in China, would have a day of tea and cold.
However, compared with China, Li Ziqi's overseas YouTube account has not fallen but risen, rising from the original 15 million to 17.7 million. This is due to the popularity of her videos overseas. At that time, there was news that Li Ziqi's overseas advertising revenue was as high as 800,000 yuan.
It is understood that Li Ziqi's global fans are currently over 100 million. Such a magnificent size has made countless "Li Ziqi" rush to the top-
After the main owner hid, a large number of Li Ziqi's "replacers" appeared enthusiastically, including the once popular "Class Zhang", "Shishou Uncle", "Essence Alimu", and the overseas versions of "Vietnam Li Ziqi" and "Northern Li Ziqi" and other imitators.
It seems that as long as there are words related to pastoral, farmland, and countryside, traffic will fall from the sky.
However, those Internet celebrities who claim to be "the next Li Ziqi" are seeking to monetize quickly, gradually drifting away from the real Li Ziqi, and finally dissipating in waves of Internet celebrities.
Now that the main protagonist has returned, it seems like he is injecting a needle into the noisy circle of internet celebrities. This is very curious. Will Li Ziqi, who has disappeared for a long time, still be favored by the market?
03
Can Li Ziqi return to the top?
When it comes to the representative figure of Chinese pastoralism, Li Ziqi's name must be the one that has been repeated the most.
Like Luo Yonghao, Li Jiaqi, and Xiao Yang, Li Ziqi has always been the top player in the field.
This is due to her "slowness".
In the Internet with extremely fast change rates, Li Ziqi did the opposite. Compared with the "daily updates" of her colleagues, her update frequency is calculated based on months and even years.
In a video of making silk quilts, Li Ziqi insisted on recording from raising silkworms;
When she made Lanzhou ramen, she went to Lanzhou to study with her master for a month;
When she makes a batik video, she actually starts telling it from sowing;
This update frequency may have been too late to eat if it is an ordinary big V, but Li Ziqi can turn bad into good.
In an era full of impatient conditions, netizens are only patient with her.
This is due to her "sex".
Li Ziqi's videos often focus on traditional Chinese food culture as the main line and revolve around the food, clothing, housing and transportation of Chinese farmers. Use a magic to capture people to let netizens in a fast-paced and high-intensity escape from the steel jungle and experience what life should be like.
In the words of netizens, "Watching her videos, it was just a valley surrounded by smoke, healed the bipolar depressiveness for a day."
In the video, Li Ziqi said that China is good, but she used every frame to talk about Chinese culture.
"Slow" and "Essential" have become Li Ziqi's label.
If Li Ziqi can maintain the quality of previous years' videos after her return, she will definitely be able to quickly win over popularity.
However, in today's market environment, I don't know whether the problem of difficulty in commercial monetization will become Li Ziqi's business bottleneck.
It is understood that Li Ziqi's Tmall flagship store has gradually declined in 2020, falling from the original GMV of 1 billion yuan to 676 million in 2021, and then to 170 million yuan in the first half of 2022, a drop of 51%.
The time point of the cliff-like decline coincides with the outbreak of the conflict between Weinian Li Ziqi. The strength of the flagship store may be inseparable from Wei Nian's trading ability.
Just like Zhang, who attracted 13 million fans in two months, sold only 3.42 million GMV for the first live broadcast. It can be seen from this that even if there is no professional operation and operation, traffic will be just a string of useless numbers.
If Li Ziqi's appearance change is the first hurdle after her return, then IP commercial monetization must be one of the biggest difficulties she will face in the future.
This may be the first problem she has solved after her return. After all, traffic cannot be monetized, and returning to the peak is "not valuable".
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