In the past two days, Li Ziqi, who had been stopped for more than three months, became a frequent visitor of microblog hot search. First, # Li Ziqi sued weinian # for hot search yesterday (October 26), and then # Hangzhou weinian's application for Li Ziqi's trademark was rejected # again today (October 27). Since the release of the "salt" video on July 14, the fairy and idyllic Li Ziqi has been forced to stop and disappeared from the public's view for more than three months, while the outside world has never stopped speculating about it. I never thought that the rumors of the intensification of the contradiction between Hangzhou weinian Brand Management Co., Ltd. (hereinafter referred to as weinian, the MCN organization operating Li Ziqi IP) and Li Ziqi were finally made public in court. Hu olfactory asked weinian for confirmation. The other party responded that "there is no formal response at the company level." "Capital is really a good means" According to tianyancha information, on October 25, Sichuan Ziqi Culture Communication Co., Ltd. added new filing information, and the defendant in the first instance was Liu Tongming, the person in charge of Hangzhou weinian Brand Management Co., Ltd. Through the shareholder information of the two companies, it can be found that Sichuan Ziqi Culture Communication Co., Ltd. is 51% owned by Hangzhou weinian Brand Management Co., Ltd., 49% owned by Li Ziqi himself, and Liu Tongming is the major shareholder and actual controller of weinian. A lawyer explained to Shenwang that the lawsuit means that Li Ziqi still has control over Ziqi culture, which accounts for 49% of its shares. "Although Liu Tongming is the major shareholder of Ziqi culture, the lawsuit does not need to be confirmed by the major shareholder. It is a corporate act, and the plaintiff can be sued with the company's official seal." Prior to this, on August 26, Li Ziqi's assistant sent two microblogs in a row. One reminded everyone not to be cheated by others' fraudulent SMS in the name of Li Ziqi, and said that it had been reported to the public security organ for filing; Another response is to stop watching, saying that Li Ziqi needs time to sort out practical problems and also needs to keep learning. At that time, the expressions of "problems with third-party companies" and "practical problems" quickly reminded netizens of micro ideas. On August 30, Li Ziqi rushed to the hot search because of the dynamics of an oasis, "call a police in the morning", and attached a photo of himself in the police station. In her comments, she replied to her netizen: "capital is really a good means." she then deleted it quickly. Later, Kwai tiktok told words from the bottom of the heart that the oasis was published. "Because Li Ziqi's micro-blog account, jitter, fast hand, B station and other platforms are not her own account but the Hangzhou micro idea." it is clear that Li Ziqi's reply to netizens is just eight words, perhaps his heart to heart words with her micro collaboration. After Li Ziqi's assistant and himself publicly shouted, the rumor of Li Ziqi's break with weinian has also become a certainty from the initial speculation of netizens. In this regard, netizens are automatically divided into two camps. One side believes that "making money in other people's name and not wanting to give people more money is too much in itself"; The opposition side believes that "the world is all for profit and does not eat fireworks among people. Moreover, Li Ziqi is an ordinary person without capital incubation. Just like stars and brokerage companies, resources (capital) is the most important." In fact, before signing up with MCN, Li Ziqi had accumulated a certain number of fans on the social platform. The video content created by Li Ziqi was full of fireworks and creativity, which was highly recognizable - the intention of rain falling on the eaves, stove fire, chopping ginger, stone grinding jade was amazing, and the beauty of each frame was not different from the online Red P picture, Because its exquisite production does not interfere with the expression of real emotion, on the contrary, it has effectively set off and become a viable intention. Moreover, Li Ziqi is by no means a static symbol. She grows vegetables, makes wine, cuts firewood, makes paper, makes bamboo sofas, ties bamboo lampshades and Embroiders mountains and rivers in Sichuan. She successfully outlines a picture of pastoral life in spring ploughing and autumn harvest, which meets the thoughts of people living in downtown areas on landscape and field life. Li Ziqi also shared the efforts and sweat behind this on her microblog. For example, when filming the episode of Lanzhou beef noodles, she admitted that she had gone to study with the master of the ramen shop and practiced kneading noodles repeatedly for more than a month. She said that in the 2-minute video of ramen, she took more than 200 shots and ended up with less than 50. During the three days of shooting, she wasted 20 kg of flour, and the wasted dough was made into Nang and eaten for half a month. For another example, in order to shoot the snow scene for dozens of seconds, she had no team at that time. She had frozen on the snow mountain for seven or eight hours, and her hands were unconscious. She needed to cover the heat before adjusting the camera position. However, when the content creators set up capital, things gradually changed subtly. Originally, weinian and Li Ziqi were a good story of mutual achievements. Their fate began on August 29, 2016, with the registered trademark of weinian technology "Li Ziqi". In the microblog, Li Ziqi revealed that in September 2016, she received a private microblog letter from "Mr. L". "Mr. L" is regarded by the media as Liu Tongming. According to tianyancha data, on February 28, 2013, Liu Tongming founded weinian, an MCN institution with a registered capital of 7.761 million yuan, which holds 20.44% of the company's shares. The early business of the MCN organization is mainly to incubate network celebrities. Its well-known network celebrities include fragrant roast chicken, Zhongni, popular blogger kakaoo-, Shishang blogger ZIWANG, Fang Yuan, etc. However, after signing Li Ziqi, weinian gradually concentrated its resources on the operation of this IP. According to the previous report of "open pineapple finance and economics", in the three office buildings in weinian, one of them is Li Ziqi business department "and" more than 500 people in the company serve Li Ziqi alone ". The data is also confirmed by tianyancha. Although Sichuan Ziqi Culture Communication Co., Ltd., jointly established by the two sides, holds 51% and 49% respectively by weinian and Li Ziqi, tianyancha shows that the number of insured persons of the company is 0, while the number of insured persons of weinian is 504. It means that the staff who maintain the IP operation of "Li Ziqi" basically belong to Hangzhou weinian in terms of labor relations. The company in which Li Ziqi holds equity is more like an empty shell. Back to Li Ziqi himself, although it is difficult to find his commercial ambition in various interviews, and his video works are still very restrained about commercial implantation, Li Ziqi said in an interview with "Xinbang" at the beginning of 2018, "At first, she only took the video to get business for her Taobao store, but later she was wrong. At that time, she revealed that she signed a contract with MCN organization weinian and set up a shooting team, and the registered company also got financing." At that time, Li Ziqi admitted that he was not "indifferent to fame and wealth" like the video. "For a person who had slept in a bridge hole and broke a packet of instant noodles for two meals, only the" balance "of his bank card can have a sufficient sense of security." Therefore, when Li Ziqi IP became popular rapidly, the relationship between the two sides began to deteriorate due to the rapidly expanding liquidity of this IP, and finally reached an impasse. According to media reports, according to the initial contract between the two parties, the beneficiary of liziqi IP brand should be Ziqi culture, in which liziqi personally holds 49% shares and weinian holds 51%; however, in the actual development, the beneficiary of liziqi snail powder IP brand is weinian, in which liziqi holds zero shares. Photo source: eleven people in finance and Economics Through Tianyan inspection, it is not difficult to find that most of the trademarks of "Li Ziqi" are held by Sichuan Ziqi Culture Communication Co., Ltd., while Hangzhou weinian directly holds the snail powder jointly signed by Li Ziqi and the people's daily, the lotus root powder jointly signed with the Forbidden City Ice cellar, as well as the intellectual property rights related to Li Ziqi's e-commerce products such as Li Ziqi beef sauce and Li Ziqi sausage packaging. Dai Yueqiang, a lawyer of Beijing ante law firm, said that this means that the core intellectual property related to Li Ziqi's e-commerce business belongs to weinian party, and most of the trademarks of Li Ziqi brand belong to Sichuan Ziqi Culture Communication Co., Ltd., which is less controlled by Li Ziqi. "If the company has relevant articles of association, it should make decisions in accordance with the articles of Association; if there is no articles of association, the major shareholders have one vote veto to make the final decision, and the decision-making power is likely to belong to micro idea." Under this premise, first of all, Li Ziqi himself can't get benefits from weinian, the biggest beneficiary. In recent years, with the core IP of Li Ziqi, weinian has successively introduced Huaying capital, Sina Weibo, mango fund and byte jump, and the valuation has soared to nearly 5 billion yuan. Li Ziqi is unable to take a share of this capital feast because he does not hold any shares in weinian. Secondly, Li Ziqi's income from online store and factory sales under "Li Ziqi" IP is very limited. China Newsweek quoted the data released by dolphin think tank to report that the sales of "liziqi" brand reached 1.6 billion yuan in 2020, and the sales of "liziqi" snail powder alone sold 500 million yuan a year. Because Li Ziqi is not only the main body of the flagship store, but also the shareholder of the snail powder factory, he can only get a specific share of income. In the report of shenzhen.com, "Li Ziqi's share from micro reading in the past one or two years is only tens of millions of yuan." It is tantamount to saying that the fate of a break between the two sides was doomed when the contract was first signed. In this regard, a person in the investment circle also told Shenwang, "At the beginning of the establishment of Ziqi culture, according to the contract between Li Ziqi and weinian, the subject and ownership rights of Li Ziqi brand IP development and operation were originally placed under Ziqi culture - but in the initial business development stage, for various reasons, both parties decided that the registration and operation of Li Ziqi IP brand e-commerce channels were carried out through weinian, the main body of the company, and agreed on this A specific proportion of income sharing, which foreshadowed the outbreak of contradictions later. " A double lose "farce"? Since shooting short videos in 2016, Li Ziqi, who has tens of millions of fans, has long been more than a "phenomenal online celebrity". The contradiction between Li Ziqi and micro idea has repeatedly aroused heated public opinion, largely due to the far-reaching impact of Li Ziqi, a top IP, on social platforms at home and abroad. Looking at China, even top anchors like Li Jiaqi and Weiya can hardly compare with Li Ziqi in terms of global influence and vitality - this post-90s Sichuan sister has won more than 15 million subscribers on YouTube with more than 100 short videos, just like the spokesman for the output of Chinese traditional farming civilization. Even foreign netizens rarely agree to blow "Rainbow fart" under the video - "it's crazy, how did she do it", "she is so beautiful and talented, she is the princess in my imagination", "is China's countryside a fairyland" and "she is God, and her hands restore the lost creativity of human beings" In their eyes, Li Ziqi not only poeticized rural life, but also changed everyone's stereotype of Chinese rural life for a long time. Therefore, there has been a huge debate on "whether Li Ziqi can represent cultural output" on domestic social media, from Melon eating people, we media to enterprise blue V and official media. Now, it's really regrettable to see the top IP break bearing the burden of "cultural output". In this regard, a person in charge of MCN analyzed in an interview with Hu olfactory and said, "Li Ziqi and Wei Nian went to court, which has become a lose lose lose farce, because in such a tense situation, both sides will be penny wise about the distribution of interests