Author丨Wu Hai Produced by丨Cattle Knife Business Review.
Unconsciously, Wei Ya has disappeared from the public eye for more than 2 years.
However, in recent months, everyone has found that Wei Ya's ** has reappeared in the rivers and lakes, and it seems that there is a trend of making a comeback.
On a WeChat ** account named "Qianxun-Haifeng", Wei Ya's latest figure appears frequently. The latest** was released on January 11, **Zhong Wei Ya is wearing Chinese clothes, and the background is**"Returning", "I wish to return to the wind to come." I'm still waiting for you."
The ** account will be updated from September 7, 2023, which is Wei Ya's 38th birthday. The theme of the first ** is "The 20th Birthday Together", and it quickly received thousands of comments after it was launched.
And Wei Ya's live broadcast account in ** has not disappeared, with the name "akalil-v", with 89 million fans, more than 5 million more than Li Jiaqi's 82.89 million fans.
It seems that the Internet has erased all traces of Wei Ya, but there are all signs that she still seems to be tenacious.
1, Wei Ya, who never stops
Since the accident in December 2021, Wei Ya has disappeared from the public's field of vision. But in fact, in the last two years, she has never really stopped moving forward.
According to Tianyancha data, Wei Ya's husband Dong Haifeng's Qianxun (Hangzhou) Holdings*** has long been more than a head MCN, but also is turning around in the direction of a technology company.
Since February 2022, Wei Ya's previous assistant broadcast team has launched three live broadcast accounts, "Bee Surprise Club", "Bee Joy Club", and "Bee Wish Club", and restarted live broadcasts in **. The members of the anchors of the three live broadcast accounts are all participated by the original team of Wei Ya's team, and the name of "bee" was also found to be the fan nickname of Wei Ya and his wife.
In addition to **, Wei Ya's team has also opened up a new battlefield on Douyin. Wei Ya's former assistant broadcaster Qi'er broadcast live on Douyin, and her current fans have nearly 6.89 million.
In March 2023, an account called "Dolphin Surprise Club" quietly launched on Douyin. The anchors Hao Hao, Azu and others who appeared in the live broadcast room have all appeared in the live broadcast room "Bee Surprise Club".
In addition, according to Qianxun's official website, more than 10 talents and celebrities have been signed, including many well-known anchors such as Lin Yilun, Li Xiang, Li Ai, and Xie Mengxm.
According to the data of the 2023 Double 11 battle report released by Tmall, as of 0:00 on November 11, ** has produced 58 live broadcast rooms that exceeded 100 million, including Li Jiaqi austin, Bee Surprise Club, Shiitake Mushroom is coming, Chen Jie Kiki, Lie'er Baby, Lin Yilun, Hu Ke, all girls' wardrobes and other anchors.
According to the official data of Chan's mother, Qi'er's average field view is about 41990,000 yuan, and the average sales per game are 10 million to 25 million yuan. The average audience of the "Dolphin Surprise Club" is only 19940,000, with an average sales of 1 million to 2 million per game.
Obviously, although there is no Wei Ya, the live broadcast rooms of Qianxun's anchors still earn a lot of money, and to a certain extent, they also undertake Wei Ya's former traffic and reduce the loss of fans.
At the same time,After the AI track caught fire, Qianxun Holdings also opened the AI digital human live broadcast business. In May 2023, Qianxun Holdings cooperated with "Silicon-based Intelligence", an AI unicorn company in Nanjing, to jointly establish an AI digital human company named Hangzhou Qianyu Intelligent Technology, aiming to deepen the AI field. At the same time, Qianxun Holdings has also jointly launched a number of public welfare projects related to AI digital humans with the State Key Laboratory of Xinhua News Agency, Zhejiang Time-honored Brand Enterprise Association and other units, hoping to help the rise of time-honored brands and help rural revitalization through intelligent live broadcast e-commerce.
In fact, long before Wei Ya "overturned", Qianxun Culture Company, which was controlled by Wei Ya's husband Dong Haifeng, was already planning to go to Wei Ya. Dong Haifeng once said: "If one day Wei Ya stops broadcasting, Qianxunyao will still be a sustainable enterprise." ”
It seems that Wei Ya is no longer live broadcasting, but in fact, she has not really left, but retreated into the background, and relying on the advantages of the former ** chain, she is comfortable in the live broadcast e-commerce industry.
2. Retired for two years, live broadcast the great changes in the rivers and lakes
However, for Wei Ya, she can no longer bring goods to live broadcast, and the real loss should not be underestimated.
According to data released by the Ministry of Commerce, in the first 11 months of 2023, the national online retail sales reached 14 trillion yuan, a year-on-year increase of 11, and the contribution rate of physical online zero to the growth of social zero reached 314, accounting for 275, a record high. According to business big data monitoring, in the first 10 months of 2023, China's live broadcast sales exceeded 22 trillion yuan, a year-on-year increase of 589, accounting for 18 of online retail sales1. Pull the net zero growth 75 percentage points.
Through the above data, it is enough to see that the live broadcast industry has made a huge contribution to the sales growth of the retail industry.
Once upon a time, stepping on the tuyere of live broadcasting, Wei Ya and Li Jiaqi rose one after another, forming a pattern of one king and one queen, steadily occupying the "head" position and accumulating enviable wealth.
WhileIn the years when Wei Ya was forced to leave, the live broadcast industry was still very hot, and the entire live broadcast industry pattern had also undergone great changes. Although in the minds of many people, there is still no anchor whose popularity and comprehensive influence can reach the level that she once knew to the whole people, but the new big anchors also have a strong ability to attract money.
According to the data released by the E-commerce Research Center of the Network Economic Society in 2023, there are six "super head anchors".They are Li Jiaqi, Dandan, Simba, Taiyuan Lao Ge, Crazy Brother Yang, and Make a Friend Live Room.
According to the data of the Douyin app, the current number of fans of Crazy Brother Yang is 99.99 million+, which has reached the level of more than 100 million. This means that on average, for every 14 Chinese, there may be 1 person who is a fan of Crazy Brother Yang. And this strong influence has also made Crazy Brother Yang prosperous in the live broadcast in 2023, and his ability to attract money is amazing.
Chan's mother data shows that the average field view of Crazy Brother Yang is about 123240,000, and the average sales per game are 25 million to 50 million yuan. In addition, Brother Xiao Yang is still desperately "collecting apprentices", relevant data shows that Brother Xiao Yang has more than 25 people, including three bloggers with more than 10 million fans.
In the past 2023,Although Li Jiaqi and Simba have both suffered a "rollover" incident, they have not really affected the foundation, and their influence and ability to absorb gold are still very strong, ranking in the forefront of the entire goods industry.
According to *** reports, during the "Double 11" period in 2023, Li Jiaqi's sales on the first day will reach 9.5 billion yuan. In the "Simba reports to the 9999w+ cloud boss, please check this report" released by Xinxuan Group, it is mentioned that in the past five years, the total sales of Xinxuan Group have exceeded 200 billion yuan, of which the highest single sales will be on October 12, 2023, with sales of more than 3.7 billion yuan.
Relying on Dong Yuhui's oriental selection, he has also performed well in the past year. According to the data released by Oriental Selection, from June 1 to November 30, 2023, Oriental Selection's total revenue was 2.8 billion yuan, a year-on-year increase of 344% and adjusted net income of 50.9 billion yuan. During the reporting period, the total GMV of Dongfang Selection was 5.7 billion yuan, of which the total number of paid orders for third-party products and self-operated products on Douyin was 59.6 million.
It can be said that Wei Ya, who can no longer continue to bring goods to the live broadcast, although she is actively expanding the matrix lineup, there is no head anchor who resists, and the loss is very small.
3. Wei Ya is quietly becoming a capital
However, although Wei Ya's ability to attract money in the live broadcast industry is not as good as before, she and her husband are actively involved in the investment field and have achieved good results.
Guangdong Delmar, a small household appliance that has caught fire in the past two years, has Qianxun Holdings as the investment team behind it. According to Delmar's prospectus, in November 2020, Wei Ya and his wife spent 1500 million yuan invested in Delmar to obtain 227% of the shares. In addition, at the end of 2021, Qianmeow Capital, a subsidiary of Qianxun Holdings, spent 1HK$6.7 billion invested in Giant Biotech.
WhileGiant Biotech and Delmar will be listed in November 2022 and May 2023 respectively, bringing a lot of benefits to Wei Ya and his wife.
At the same time, Qianxun is also constantly expanding its own brand business. In January 2021, Qianxun and star Nicholas Tse co-founded the "Fengwei Pie" brand, selling pasta, grilled sausages and other pre-made food products.
According to the enterprise investigation, the registered capital of Fengwei is 3 million yuan, of which Hangzhou Qiandao E-commerce holds 54% of the shares, and Fengwei (Beijing) Food Technology holds 40% of the shares.
According to the statistics of Yiouwang, during the 2023 Double 11 promotion, the GMV of Fengweipai will exceed 1400 million, a year-on-year increase of 625%。Among them, the sales volume of the popular product "Sauce Roast Sausage" hit a new high, and the sales volume was as high as 1500 million, and ranked first on Douyin and Tmall platforms for three consecutive years.
In addition, Weiya also actively participates in learning and training, industry sharing and other activities.
In October 2022, Wei Ya served as a teacher in the fourth training course for the heads of time-honored brands in China, combining the service experience she has accumulated over the years with the revival of the national tide, teaching the heads of time-honored brands the relevant experience of live broadcast e-commerce, and helping time-honored brands to take on a new look.
In September 2023, Wei Ya participated in the "Corporate Compliance Management Training" organized by Qianxun and listened carefully to the sharing of relevant experts from Zhejiang Advertising Monitoring Center.
Nowadays,Wei Ya's business is no longer limited to the live broadcast industry, and she is quietly transforming into a female entrepreneur.
The live broadcast industry seems to be booming, but in the past two years, the trend of de-head anchors has become more and more obvious. For Wei Ya, although she was forced to leave, she still has a lot of nostalgia for the live broadcast industry. But maybe keep the label of "** first sister" in your memory, and start with a new Wei Ya to go further.