Li Ziqi takes back "Li Ziqi"

In just two days, "Li Ziqi's return" and "Li Ziqi's identity card was renamed" successively rushed to the top of the hot search.

After more than 1,200 days of suspension, on the afternoon of November 12, Li Ziqi's Weibo account suddenly updated the video and posted that the lacquer video was four years late, and "Lacquer" is the same as "Qi". I gave this carved lacquer hidden flower lacquer work named "purple qi east", Qilin look back, everything is not worried, also give this wish to see the video of every you, miss you very much.

Li Ziqi's "return" not only delighted thousands of fans, but also aroused great attention from the industry and the public.

The last time Li Ziqi updated his work was on July 14, 2021. After reconciling with Wei Nian in 2022, Li Ziqi completely "disappeared". Until last year, the whereabouts of Li Ziqi's involvement in traditional cultural undertakings were disclosed: at the end of 2023, he was appointed as the communication ambassador of Dongyuanmu Movable Type Printing Culture Research Institute; In July this year, he appeared in Chengdu Ancient Shu Brocade Research Institute; On October 24, once again appeared in the "powerful Panda Week" promotional video, in the comment area of this promotional video, many netizens have speculated whether she wants to "open" again.

Frequent appearances in various activities, has already laid the foreshadowed for "Li Ziqi comeback". Taking a closer look at the three videos introducing the traditional craft, although the style of creation is the same as before, the time node presented in the lacquer work is 2023. The release of this "late" video, as well as the transformation of "Li Jiajia" to the personal identity of "Li Ziqi", not only means the end of the commercial dispute in the past, but also indicates that she will start again with a new attitude.

Li Qi recapture "Li Qi", new identity and true IP

Since the release of the last video "Well salt" in the series of "fuel, rice, oil, salt, sauce and vinegar tea" on July 14, 2021, Li Ziqi's private account has fallen silent, and his figure seems to have disappeared in the public field of view. It was not until the end of 2022 that Li Ziqi reached a settlement with his MCN organization, Micro, and reappeared on the Internet.

The dispute and reconciliation process between Li Ziqi and Weiniang had a profound impact on the cooperative relationship between Internet celebrities and MCN institutions. It reminds content creators and commercial institutions to clarify the rights and responsibilities of both parties when cooperating to avoid unnecessary disputes.

At the same time, this incident has also triggered the public's deep thinking on the protection and commercialization of Internet celebrities' IP, and how to balance the personal rights and interests of Internet celebrities and commercial interests has become an urgent problem to be solved.

Why does Li Jiajia insist on changing her name to Li Ziqi?

One of the most important reasons is that the name "Li Ziqi" and this IP are no longer an Internet celebrity or brand symbol, but more synonymous with traditional culture and Oriental aesthetic life. Changing the name of the ID card to Li Ziqi and keeping it consistent with the name of the company's legal representative is undoubtedly the best way to avoid legal disputes and potential risks, and to shape and consolidate personal IP.

In the view of the industry, Li Ziqi's return to "Li Ziqi" is well-deserved, and her unique video style, deeply rooted content, superb skills and talent, positive values and a broad audience base have made her harvest "long-term value".

You know, since the "well salt" video, Li Ziqi has been silent for more than three years, but the number of fans has not decreased but increased, the number of fans across the network has exceeded 90 million, and the number of fans on the overseas mainstream platform Youtube has also increased by more than 5 million in three years. Information complex Internet world, just a few days is enough to sweep the sand, but Li Ziqi is an exception, is the "Internet white moonlight" like existence.

For Li Ziqi to regain "Li Ziqi", the former company said: "Li Ziqi is not currently cooperating with micro, but Li Ziqi brand products are micro in management, including Tmall, Tiktok flagship store and offline."

According to the Tmall page, the official flagship store of Liziqi is operated by Hangzhou Weinian Brand Management Co., LTD., with a monthly sales report of more than 100,000 pieces, and the highest-selling Luosifen products have sold more than 200,000 pieces. The revenue distribution between Lizi's brand products and micro-thoughts is not clear, but it is foreseeable that the next "Lizi's" commercial IP realization will inevitably be independent of its content creation.

"Plum Seven" beyond the plum seven, with goods than with culture

In the latest media interview, Li Ziqi for the first time to respond to the comeback, she said that the return was more than a month ago, although the three years did not appear on the Internet, but there has been their own "comeback" news, in order to avoid everyone's speculation and worry, so simply stand out, to talk to you about what you are doing now, what to do in the future. The video you are seeing now was also produced in less than a month, which was expedited.

For his future work, Li said he will focus on the innovative development of traditional culture, rather than purely commercial operation.

From the recent activities of Li Ziqi, although the frequency is low, each activity can achieve accurate touch, not only to maintain public attention, but also to strengthen the cultural attributes of the personal brand.

As a head blogger with strong cultural attributes, Li Ziqi has irreplaceable cultural communication strength, and this comeback is expected. However, in today's live with goods and short videos almost integrated into the new network red economy, Li Ziqi can balance the balance of "business" and "culture" is more worthy of attention.

Before the contract dispute with Weinim, Li had also cooperated with a number of brands to launch joint products such as Luosifen, which were warmly sought after by fans and won considerable profits.

However, with the dispute and reconciliation with MCN, we see that although Li Ziqi is wrapped by commercial capital, the cultural attribute of its content is far more important than the commercial color, it can be said that she has maintained the maximum balance within the limited ability, and has always maintained the awe and love of traditional culture.

From food to the 24 solar terms, she delivers not only goods or traffic through the video content, but also a deep understanding and love of traditional Chinese culture. Li Ziqi's comeback in the Weibo comment area of "never forget, there will be echoes" and other walking comments also let us see the height of quality content and the length of "net red life".

This adherence to culture, purity in the Internet space and insight into the future development allowed Li Ziqi to erect a high wall of trust in the hearts of the audience, so that even three years later, the audience can still issue a compliment from the bottom of their hearts when facing Li Ziqi's video.

As for business and culture, the two must maintain a clear distinction in some places. In today's era of live broadcasting, can the new network environment faced by the "Two out Palace" allow Li Ziqi to reproduce the miracle of that year?

If we say that in the early traffic mode, traffic sharing, advertising, IP cooperation, etc. constitute an important source of business value of network celebrities; So in the past two years, the value of Internet red IP has changed to a large extent, relying on e-commerce to bring goods, brand cooperation and so on.

Based on this logic, where will the comeback Li Ziqi go?

From the current trend, combining the brand cultural value and commercial value, continuing to adhere to the brand co-branding or trying the marketing path of cultural goods, is a relatively reasonable and possible choice for Li Ziqi.

With the rise of Generation Z consumer groups and the continuous iteration of cultural consumption concepts, more and more people begin to pay attention to the cultural connotation and social attributes of products. Li Ziqi's culture-based marketing model can meet the needs of these consumers and win market recognition.

In addition, cultural goods, brand co-branding are important marketing models at this stage, Dong Yuhui's knowledge of goods, September and Zhou Dasheng co-branded dragonfly hairpin can be described as a typical case. Combining culture with goods, by telling the cultural story behind the product and the production process, can significantly enhance the added value and attractiveness of the product, and Plum Seven naturally has this quality.

From the perspective of cultural communication, Li Ziqi successfully combined traditional Chinese culture with modern life with his unique cultural perspective and exquisite manual art, conveyed the charm of Chinese culture, and won wide praise from audiences at home and abroad. According to the data of Social Blade and NoxInfluencer, Li Ziqi's YouTube channel has 19.3 million subscribers. This kind of cultural export ability and circle building foundation, so that she has a unique advantage in commodity marketing.

In the future, Li Ziqi layout of cultural goods, brand joint development path can be described as natural. Brand power in hand, Li Ziqi may write a different story. Of course, whether it is trying to live this new media form, or actively seeking brand co-branding, it has completely different characteristics and requirements from the video track of Li Ziqi's personal early attack, which means new challenges for it.

However, after three years of ups and downs, looking back, Li Ziqi still has the same eyes, the pure heart of culture, the stubborn stubbornness, cast a fresh, full of local smell and deep cultural heritage works, but also worth our looking forward to a more brilliant continuation chapter.

Looking forward to come to the road, snow to spring back, and finally look forward to the old man.