Li Zi Qi Behind The Hands Of Micro Thinking Technology: Enough Restrained Business Realisation

Recently, Li Ziqi, who showed pastoral style rural life and made a poem in the short video, has again aroused heated debate because of its popularity in overseas social media and the praise of domestic media. Li Zi Qi behind the operation of the company's Micro read technology, also attracted many attention.

It is understood that Hangzhou micro read Technology Co., Ltd. was founded in February 28, 2013. The company's official website said that Wei Nian is a company that crossover new consumer brands by incubating and deeply integrating KOL networks. The company aims to enable users to experience a better way of life by empowering KOL (opinion leaders) and consumer brands.

Currently, dozens of head KOL and several new consumer brands have been deeply linked with hundreds of KOL on different platforms. The company not only has "Li Ziqi" who orient the Oriental gourmet life home, but also the entertainer's "fragrant small roast chicken" and "Xia Yi Wei", as well as the positioning of the fashionable and beautiful direction of "Ye Xing Xing", "Lin Xiao Zhai" and "lying silkworm aunt" and so on.

What is unique about Micro Internet technology in the operation of Internet red artists? What is its liquidity? In twenty-first Century, the economic news reporter tried to contact the interview, but for the time being, he did not receive any response. A recent insider revealed that there were too many media outlets that wanted to interview recently, and the telephone was almost destroyed. In the short term, the company can not take full account of manpower and time. The reporter started with the early investors of the company, trying to understand the business logic behind it.

Commercial realisation is adequate.

Public information shows that micro technology has won early investment from Huaying capital, Chen Hai capital, mango Wen Chuang fund, Sina micro-blog and so on. The latest round of financing of the company was in August 2019, and was invested by Cong Qiushi and Hong Fan Tiansheng.

An early investor of the micro project admitted to the twenty-first Century economic report that, for the fund, micro thinking is a relatively normal project investment. To say team characteristics, on the one hand, the founder is influential in the net red circle, and also very sincere. It is understood that the founder of micro technology for Liu Tongming, Kai Xin Bao information shows that Liu Tongming has been in the red circle for many years, and has rich experience in net red operation. At the same time, he served many brand marketing promotion, accumulated rich resources and electricity supplier experience.

"On the other hand, the team is sufficiently restrained in business realisation." He said. Li Ziqi started making videos in 2016, but it wasn't until two years later in 2018 that her flagship store was formally launched on Taobao. At present, Li Ziqi has more than 20 million fans on micro-blog, and more than 7 million fans on overseas Youtube, but she still has no advertisements and endorsements.

"I think the development stage of the micro concept is too early, and the commercialization is still slowly trying, and it is hard to say that it will run out later. The cultivation of brand needs a long term view. As an early investor, we did not say that we should take advantage of the brand fever immediately. The investors said.

At present, mango Wen Chuang holds a 6.56% stake in micro technology. For the initial investment process, mango investment executive director Cui Wei told the twenty-first Century economic report that MCN as a new form of business has always been a concern of the team. Mango investment has not only invested in micro ideas, but also invested in MCN organizations such as games, live broadcasting and so on. It is understood that mango Wen Chuang has invested in entertainment plus entertainment, and its modern brothers jumped rapidly in the last year.

Cui Wei said that in screening MCN institutions, the team mainly judged from two dimensions. First, horizontally, companies must continue to tap the ability to cultivate red people. Second, from a vertical perspective, the company should have comprehensive control capabilities in advertising content production, brand acceptance, and e-commerce transformation.

"For the micro concept, we were concerned about its operation data and cash realisation. Although Li Zi Qi was already a KOL with goods, it also involves supply chain, shop operation, 2B side business cooperation, content output planning, and so on, which tests the comprehensive ability of the team. Cui Wei said.

Capital pays more attention to sustainability and scale.

"Li Zi Qi has always been very red. Before the article was published by the central media, her voice playing volume was always at the top ten level." Cui Wei said. The reason is the good content that the team has made. Most short video red people are relatively simple and even crude. The Li Ziqi team is the refinement of the long video expression, high level shooting requirements, applied to short video content production. In order to achieve the high quality of short video content, and even achieve the level of television documentary.

Zhang Yi, founder of AI media consulting group, analyzed the twenty-first Century economic report. Li's red explosion was due to her video content focusing on the rural and western regions, which is the mainstream direction of China's attention. On the other hand, unlike other overly constructed net red, Li Zi Qi's image has changed the public's perception of net red. She came out from the countryside to the city, and then returned to the countryside to take care of her grandmother, which is also a positive energy story. In addition, for foreign fans, she showed Chinese cultural elements such as simple customs, folk customs, food, landscapes and clothing, attracting a large number of netizens.

After the explosion, many people compared Li Zi Qi with Li Jiaqi and Wei Ya's ability to absorb gold. It is understood that at present, the commercial liquidation of Li Zi Qi is mainly through two channels, one is the video ads are divided into proceeds, the two is the sale of its own brand.

For Li Zi Qi's liquidity, Cui Wei said it was not convenient to disclose financial data. However, the overall returns brought by the micro idea are not bad, and the company has been developing steadily.

In Cui Wei's view, the video content output looks similar to the goods with the live broadcast, but in fact, it is completely different logic. The live broadcast is similar to the past TV shopping. The live broadcast network is similar to the shopping expert. He will use some marketing techniques to take the goods, and the users will buy some passionate consumption ingredients inside. Video with goods will not involve marketing, but also through the performance of high-quality content, triggering the user's desire to buy. For example, behind a can of persimmon sauce, the whole process of Persimmon's original and picking to make persimmon paste is presented.

"There are too many hosts for beauty and Hawking. Li Ziqi herself is not a unique actress. She is not the unique value of her short videos. She has a unique temperament and style." Cui Wei said.

At the same time, Cui Wei said, now the net red iteration speed is very fast, it is impossible to say that artists are now very red, half a year or a year to rest easy. Even if it's KOL, the flow may go down just a little longer. In the same way, many MCN companies may have exploded money, but if there is no continuity, they may just leave behind traces of explosions.

"So from a capital perspective, judging the business potential of a MCN organization is more focused on the sustainability of the company and the ability to scale up the manufacturing of the Internet, which is valuable for equity investment." She said.