
Text/Meng Qian
On September 23rd, Li Ziqi unexpectedly appeared at the mass gathering of the 2021 China Farmers Harvest Festival (Sichuan) and was hired as the ambassador of Sichuan farming culture. On that day, Li Ziqi wore a black shirt on her upper body and jeans on her lower body, and walked onto the podium with sleeves rolled up. Her face looked a bit serious.
She said at the scene: "In the past, it was more about building our own small homes and small courtyards. In the future, we will focus more on the new countryside of China that is sustainable, sustainable, scalable, replicable and spreadable, and better promote Sichuan’s long-standing farming culture to the world."
In fact, after Li Ziqi updated the video of "Well Salt" on July 14th, his accounts on various platforms fell into a long pause. As the top online celebrity in China, Liziqi has 27.56 million fans in Weibo, 54.94 million fans in Tik Tok, 10.29 million fans in Aauto Quicker and 7.29 million fans in bilibili. Overseas, there are more than 15 million fans in YouTube and more than 100 million fans in the world. After the stop, the business impact was huge. Except for the urging of fans, all kinds of rumors about her never stopped.
What happened to Li Ziqi? From "cheating in the name of Li Ziqi" to "the team was dug up and the trademark was fraudulently used", there are also disputes with the incubator behind it, Hangzhou Weinian. As of press time, Hangzhou Weinian told China Newsweek that there was no formal response to this matter, and Li Ziqi did not make a substantive explanation. Only his assistant revealed on September 13th that Li Ziqi was temporarily sorting out problems between the company and third-party companies.
However, Li Zikai himself deleted "It’s terrible! Capital is really a good means! " Reply, and go to the police to report to the police, has pushed the top stream into the whirlpool of public opinion. A battle between top online celebrity and capital seems to be on.
Li Ziqi’s struggle?
Ziqi is happy, we have been standing behind you to support you and defeat the capital. Even if Laoqi can’t be called Laoqi in the future, we will be there wherever she is. Anyway, we only recognize Laoqi … Laoqi is the nickname of short video blogger Li Ziqi’s fans.
In the past Mid-Autumn Festival, Li Ziqi’s fans were worried about her. The video stopped for two months, and no one knows what happened to the top stream with as many as 100 million fans around the world. When Li Ziqi’s assistant sent photos of her playing in the amusement park, fans sent their blessings and expressed their support for her. In fact, during the period when Li Ziqi stopped working, all parties kept their mouths shut.
Li Zikai herself is regarded as the representative of pastoral IP. Judging from her experience and voice in the media, she has a consistent attitude towards the meticulous creation of her own IP, which is one of the reasons why she can maintain her influence.
Li Ziqi, whose real name is Li Jiajia, divorced her parents when she was a child, and then her father died young and was abused by her stepmother. After returning to her grandparents’ side, she learned a lot about cooking skills with her grandfather who worked as a country cook. When his grandfather died, she read the fifth grade of primary school. After she was 14 years old, she began to go out to work, worked as a waiter and slept in the wind.
After working for several years, she found a master to learn music and went to a bar to play CDs. After her grandmother fell ill in 2012, she went back to her hometown to take care of her grandmother and opened a Taobao shop to sell clothes. At the suggestion of her younger brother, she began to send her videos online. In the past, the accumulation of cooking and farming in her hometown created an idyllic version of Li Ziqi. In 2016, Li Ziqi went to Lanzhou to learn from her teacher for a month, and the short video "Lanzhou Beef Noodles" released was popular, with the total broadcast volume exceeding 50 million. At this time, a Mr. L frequently sent a private letter, saying that he liked her video and could help. The two also reached relevant cooperation. At first, Li Jiajia was responsible for content production and micro-reading provided promotion services.
This mysterious Mr. L has also become Li Ziqi’s Bole. He is Liu Tongming, the founder of online celebrity brokerage agency Micro-reading Technology.
Since then, Li Ziqi has become more and more influential, and dozens of advertisers find her every day. In July 2017, Li Ziqi and Hangzhou Weinian Technology Co., Ltd. jointly established Sichuan Ziqi Culture Communication Co., Ltd.
Li Ziqi’s career is getting more and more prosperous from the outside world. No matter at home or abroad, Li Zikai has gained word of mouth and traffic. With the video content such as national cuisine, she has been labeled as a cultural output, and has been called "mysterious power from the East" by overseas netizens, and has been affirmed and praised by mainstream media.
In August 2018, Liziqi Tmall flagship store was officially opened. According to the report "The Most Growing New Consumer Brand in China in 2021" released by Dolphin Think Tank, Liziqi brand’s sales in 2020 reached 1.6 billion yuan, and the number of fans in Tmall store reached 6.33 million. The explosive products of Liziqi brand were born one after another. In 2020, it sold 500 million plums and snail powder alone.
By 2021, Liziqi has become one of the top streams, and the company behind her, Hangzhou Weinian, has also completed seven rounds of financing, including ByteDance, Huaying Capital and Sina Weibo, with a valuation of 5 billion. At this time, Li Ziqi’s stop and alarm were really surprising. On August 30th, Li Zikai first called it "disgusting, can’t bear it so soon" on the social platform, and then she also called it "reporting a police" and replied to the netizen "It’s terrible! Capital is really a good means! " .
In the second half of the month, rumors about the contradiction between Li Ziqi and the capital came out noisily, and various hot events accompanied with the brand of Li Ziqi also emerged endlessly. For example, a supermarket in Yibin, Sichuan used the logo of "Li Ziqi" for products other than the company without authorization and sold and publicized it at a high price. It was even rumored that a male star dug up all Li Ziqi’s team and began to make pastoral videos. More importantly, Weibo Da V broke the news that "Li Ziqi was caught in an equity dispute with capital, and her current situation was far worse than everyone imagined.

Li Ziqi is related to Weibo. Figure/Weibo screenshot
A senior entertainment observer who did not want to be named said that stopping the video may have become a hint. This hint seems to be a kind of struggle. As the source of Li Ziqi’s IP, video suspension will have a huge impact on Li Ziqi and the team behind him, on the one hand, the loss of business income, on the other hand, the risk of brand and public opinion.
The entanglement between online celebrity and capital is difficult to solve.
In this stop-watch incident, many fans of Li Ziqi pointed their finger at Wei Nian. In all kinds of chat screenshots and media reports, the contradiction between Li Ziqi and Wei Nian was put on the table. In the equity distribution of Sichuan Ziqi Culture Communication Co., Ltd., a joint venture between them, Li Ziqi only holds 49% of the shares, and the other 51% of the shares belong to Hangzhou Wei Nian Company.
Enterprise survey data shows that Li Ziqi himself does not hold shares in Hangzhou Weinian. The largest shareholder of Hangzhou Weinian is Liu Tongming, the founder of Weinian, with a shareholding ratio of about 19.45%. In addition, there are more than 20 shareholders, including Beijing Weimeng Chuangke Venture Capital Management Co., Ltd. (Sina Weibo Fund), Huaying Capital, Chenhai Capital, ByteDance and other investment institutions.
Weibo user "My Shopkeeper" revealed that the number of participants in Sichuan Ziqi Culture Communication Co., Ltd. is 0, and that in Hangzhou Weinian is 504, which means that the company may be a shell company, and the operation and commercialization of Liziqi brand is basically responsible for Weinian, and provided relevant clues to China Newsweek.


Information on the number of participants in enterprises. Figure/enterprise check
The search of intellectual property rights related to Liziqi through enterprise investigation basically confirms the above-mentioned people’s statement. Most of Liziqi trademarks are held by Sichuan Ziqi Culture Communication Co., Ltd., and many trademarks about Liziqi in Hangzhou Micro-read are in the process of registration application. Most of the copyrights held by Hangzhou Weinian are snail powder jointly signed by Li Ziqi and People’s Daily, lotus root powder jointly signed by icehouse in the Forbidden City, and intellectual property rights related to Li Ziqi’s e-commerce products such as Li Ziqi’s beef sauce and Li Ziqi’s sausage packaging.

Li Ziqi trademark and copyright information. Figure/enterprise check
Dai Yueqiang, a lawyer of Beijing Ante Law Firm, said that this means that the core intellectual property related to Liziqi’s e-commerce business belongs to the micro-thinking side, and most of the trademarks of Liziqi brand belong to Sichuan Ziqi Culture Communication Co., Ltd., which has weak control over Liziqi. If the company has relevant articles of association, it should make decisions according to the articles of association; If there is no articles of association, it is the major shareholder who has one-vote veto power to make the final decision, and the decision-making power is likely to belong to micro-thinking. When Li Ziqi replied to a netizen, he revealed that he had asked a lawyer to deposit a certificate. If there was an oral agreement and it was confirmed by a third-party witness, Dai Yueqiang said that this might be able to identify part of Li Ziqi’s rights and interests in the company.
It is worth noting that in 2021, Li Ziqi’s two copyrights involved her two works, Snacks for Spring Festival in 2021 and Life of Radish. According to the investigation, the works created in a similar way of making movies were applied by the copyright owner Li Jiajia, but there was no personal application before. Dai Yueqiang said that this showed that she was concerned about the ownership of intellectual property rights.
Back in August, 2020, Liziqi brand officially announced that it would invest and build a factory in Liuzhou to promote the research and development of snail powder taste, quality traceability and raw material quality control. Enterprise search APP shows that Guangxi Xingliu Food Co., Ltd., which holds 70% of Hangzhou Weinian shares, was established in July last year, Hangzhou Chuangliu Food Co., Ltd. holds 30% of the shares, and Li Zikai is also not among the shareholders. Industrial and commercial registration, the flagship store of Liziqi Tmall, is also a micro-reading in Hangzhou.
Only two companies that Li Ziqi holds shares can be verified, namely Sichuan Ziqi Culture Communication Co., Ltd., which holds 49% of the shares, and Shanghai Chenxiangli Creative Planning Studio, which holds 100% of the shares. The above contents all point to online rumors that "Li Zikai has no substantial control over Li Zikai’s e-commerce brand".
The relationship between Li Ziqi and the company behind him is actually very complicated. In the early stage of Li Ziqi’s development, micro-thinking gave strong support, and both of them also experienced the "honeymoon period". In May 2017, Li Zikai was questioned that there was a team behind her, and the video was untrue. She couldn’t bear the pressure of harassment and public opinion, and then stopped. In this storm, she released a video that lasted for more than half an hour, confessing that the video was basically done by her alone. At the same time, she also went to the usual choice of the red man, and chose to cooperate more deeply with MCN organization Hangzhou Micro-Reading, and jointly established a joint venture company.
From 2017 to now, Li Zikai has become a big hit, and has produced unrepeatable influence at home and abroad. These are naturally inseparable from the power of capital. The above-mentioned observers told China Newsweek that incubating an IP is a long process and requires a professional division of labor. Many people didn’t think it could be done at first, and Li Ziqi may be the same. His popularity overseas is even more subtle.
Due to the growing influence of Li Zikai, Hangzhou Micro-Reading has also completed its transformation in the past few years, with a valuation of 5 billion. According to industry insiders, the investors’ investments are all focused on the value of Li Ziqi’s IP.
The above-mentioned observers told China Newsweek that in the relationship between Redskins and MCN institutions, institutions play a very strong role as incubators, unless Redskins themselves participate in the company’s decision-making management, but non-head Redskins basically do not have this ability. Viya, Li Jiaqi and Luo Yonghao, the top celebrities, basically started their own companies or became company partners to ensure their own rights and interests.
"The Li Zikai incident may depend on the fact that the early agreement between the red man and the organization was not solid at first, and it may not be updated during the operation." The observer added, "The key lies in the difference between Liziqi and other anchors with goods. Liziqi is commercialized after the content is made, while Viya, Li Jiaqi and others form the content IP after the goods are brought. The former is difficult to quantify, while the latter can see the output. Li Zikai’s filming of a video itself has no commercial value. After the micro-reading operation, the commercial value has increased greatly. If the e-commerce brand of Li Zikai is separated from the operation of Li Zikai, Li Zikai himself has no right to speak in actual operation. "
Li Chengdong, the founder of the Dolphin Think Tank, thinks that Micro-thoughts cooperated with Li Ziqi when there were only 10,000 fans in Weibo, and it was in a very early stage. There was also a clear division of labor in the agreement, with Li Ziqi doing content and Micro-thoughts doing commercialization. "The main change in this matter may still be Li Zikai himself, with new demands." Li chengdong said that Li Zikai did not participate in the commercial operation of the brand.
You may have to resort to law in the end.
Since the rise of "online celebrity Economy", MCN institutions have mushroomed. Relevant data show that there are as many as 20,000 MCN institutions in China in 2020, covering about 90% of online celebrity in China. However, the incubation success probability of MCN institutions is very low. Zhang Shule, an industry veteran, said that 90% of MCN institutions are not even qualified to accompany them, so the core IP is more important.
"How many plums can there be?" The above-mentioned observers think that it is a good thing for Li Ziqi to take the initiative to tell this kind of thing. "Not everyone has the opportunity and pattern of Viya or Li Jiaqi. Brand control and revenue sharing are two different things, which involves a matter of accounting. If it is unclear, it may be solved by law. "
Previously, there was a dispute between the red man and MCN organization in online celebrity industry. "Lynne", who shot Wuhan vlog during the epidemic period and became popular, accused his MCN organization of forcing him to send commercial promotion videos during the epidemic period, and used huge compensation as a threat to restrict him from finding another way out. This incident also attracted the attention of people in online celebrity industry. In the end, Lynne also relied on legal means to solve it.
Dai Yueqiang pointed out that in the real business concept, the essence of IP is an intangible asset with its own original content, obvious personal characteristics and commercial value. online celebrity is its main representative and characteristic, and it is a new existence of commercial development. Its originator comes from the concept of Intellectual Property in law, that is, the rights of intellectual creators, which involves civil rights, including trademark rights, patents, copyrights, trade secrets, packaging and decoration of well-known products, etc., and it is mainly up to both parties to agree on relevant terms.
At present, the contradiction of Li Ziqi incident focuses on the ownership of intellectual property rights such as trademarks and copyrights between Li Ziqi and the capital. Dai Yueqiang said, "In the Li Ziqi incident, the ownership of trademark rights is involved. One of the legal functions of trademark rights is identification. Whoever applies for a trademark belongs to it. If Li Ziqi goes to court, the trademark right is close to his personality characteristics, and it is possible to get the right to use it through relevant judgment, but it will also pay a corresponding price. In this respect, we can learn from the previous’ red can dispute’ between Guangyao Wang Laoji and Jiaduobao, and both parties can jointly enjoy the rights and interests of the packaging and decoration of "red can Wang Laoji herbal tea" without harming the legitimate interests of others. "
"As a online celebrity, it is an objective existence of new retail commercialization, an important intangible asset with popularity and goodwill value. At the same time, online celebrity is a sales supported by personal popularity and reputation, and a new commercial expression to identify goodwill." Dai Yueqiang pointed out that the issue of goodwill right was also reflected in the Li Ziqi incident. Generally speaking, it reflected the investment and dedication of relevant operators. The contribution of Li Ziqi and Wei Nian to the brand may need to be judged by law.
The above-mentioned observers affirmed that there is nothing wrong with the operation idea of micro-reading objectively, because when the IP was first hatched, it was difficult for the red man to manage and expand, and the industry was chaotic and disorderly. Because of the management of IP, it may be stronger in terms of terms. "For Li Ziqi himself, it is a little unfair to have no brand control. After all, it is a personal brand. As the source of Liziqi brand, Liziqi can only be controlled by protecting his face and trying. "
With the growing economic development in online celebrity, related disputes and disputes in this industry have attracted more and more attention. The publicity of Li Zikai’s contradiction with the capital side may also sound the alarm for the industry. Dai Yueqiang believes that in relevant agreements and terms, the development of red people should be constrained according to their own characteristics. With the change of development stage, the division of red people and institutions can be adjusted. "In this process, it is also a game. If the performance is improved to the corresponding personnel’s shares, it may be more appropriate. However, some people pay more and get less. At this time, resorting to the court will judge according to the actual situation. The principle of fairness and the system of balancing interests should be the main basis for resolving disputes. "















